Have you ever considered growing your website to generate more organic traffic and sales in a short period? If so, PPC is your best option. It can be a good way to inject traffic into your site.
You can do PPC advertising yourself, but if you don’t do it correctly, you can spend a lot of money without making many sales. So, the best way is to consult with a PPC agency. These agencies help businesses of all sizes run PPC campaigns in the best way to grow their ROI.
We will discuss what is a PPC agency, how to find the best one, and how it can help businesses.
What is PPC?
PPC, or Pay Per Click, is a type of online advertising where businesses bid for their ads to appear on a platform. The ads with the highest bids are shown to users.
Advertisers are charged only when someone clicks on their ad. For instance, in search results, the top two listings marked with ‘Ad’ are paid advertisements, while the third listing, without the ‘Ad’ label, is an organic result.
In online Pay Per Click marketing, ads are strategically placed on different websites based on the advertising platform and campaign goals.
For instance, ads can show up as text ads or Shopping ads with images on Google and Bing search results. They can also appear as image ads on other websites and within social media feeds.
What is a PPC Agency?
A PPC agency is a company that manages and optimizes pay-per-click advertising campaigns for businesses. They help clients create ads, select the right keywords, set bids, and monitor performance to ensure the best return on investment.
How Can a PPC Agency Help Your Business?
Now you know what is a PPC agency, by considering whether to hire a PPC agency or manage your PPC campaigns yourself. Here are five key benefits of working with a PPC agency:
Account Optimization
One of the primary advantages of using a PPC agency is their expertise in running PPC accounts more effectively than the average person. PPC consultants at these agencies are highly specialized, leading to better performance of your PPC campaigns. A good PPC agency can help increase your sales or leads while staying within your cost per lead or return on ad spend goals.
Budget Management
Managing a PPC budget can be challenging, especially for beginners. It’s easy to spend a lot of money with minimal returns. A PPC agency ensures that you utilize your budget efficiently, neither overspending nor underspending. They can also advise on how to allocate your budget by analyzing the performance and potential of each campaign.
Industry Knowledge and Advice
PPC agencies are constantly working on PPC accounts, keeping them at the forefront of the industry. They stay updated on new developments and continuously test new strategies. As PPC and digital marketing evolve, it’s tough for businesses to keep up with all the changes. A PPC agency can keep you informed about the latest trends and suggest new strategies to stay ahead of the competition.
Reporting
PPC agencies provide regular performance reports, which can be daily, weekly, or monthly. These reports offer valuable insights into how well your PPC campaigns are performing and what actions to take next. If there are significant changes in performance, the report will highlight these, allowing for deeper analysis and adjustments.
Access to New Betas
PPC agencies often have direct relationships with major platforms like Google Ads and Facebook. This access means they are often the first to learn about new features and betas. Partnering with a PPC agency can give you early access to new advertising features, giving you an edge over competitors who might not yet be using these tools.
Different Types of PPC Agencies
There are several types of PPC agencies, each focusing on different aspects of pay-per-click advertising. Some agencies specialize in specific areas, while others offer comprehensive PPC services.
Full-Service PPC Agency
A full-service PPC agency provides a wide range of PPC marketing services. They can help with paid search, Shopping campaigns, display advertising, video ads, and paid social advertising. Working with a full-service PPC agency can be advantageous if you want to manage all your PPC efforts in one place, especially for complex sales journeys that require integrated reporting across various PPC channels.
Paid Social Advertising Agency
These agencies focus on advertising on social media platforms. The most popular platforms for paid social advertising are Facebook and Instagram, both of which can be managed through Facebook’s advertising tools. LinkedIn also offers a platform for businesses to advertise their products and services, particularly useful for B2B marketing despite its higher click prices. Other platforms for paid social advertising include Pinterest, X, Quora, Snapchat, TikTok, and Reddit.
Remarketing Agency
Remarketing agencies specialize in targeting users who have previously interacted with your site. Remarketing often yields the highest return on investment (ROI) since it focuses on re-engaging with interested visitors. Major advertising platforms that support remarketing campaigns include Google Ads, Microsoft Advertising, LinkedIn, Facebook, Instagram, Snapchat, Quora, Reddit, Twitter, and Pinterest. Some agencies, like Adroll and Criteo, offer more specialized remarketing services.
Video Advertising Agency
As video content becomes increasingly popular, video advertising is gaining traction. Agencies specializing in video advertising often focus on platforms like YouTube and the Google Display Network (GDN). These agencies can help with both the advertising and video editing aspects, aiming to drive upper-funnel traffic through engaging video content.
Amazon Advertising Agency
Amazon PPC advertising is a newer but rapidly growing form of PPC advertising. Agencies specializing in Amazon advertising help businesses optimize their presence on the platform. The principles of Amazon PPC are similar to those on Google Ads and Microsoft Advertising. If your revenue heavily relies on Amazon, using a specialist agency can be beneficial.
Lead Management Agency
Lead management agencies charge only for the leads they secure, making them different from traditional PPC agencies that typically charge a fee based on a day rate or media spend percentage. This model is attractive for businesses looking to increase leads with minimal risk. However, these agencies often do not share access to the PPC account, so consider the importance of retaining access to your data.
Best Practices for Choosing a PPC Agency
Selecting the right PPC agency is crucial for the success of your campaigns. Here are some best practices to help you make the right choice:
1. Check Their References
Review client testimonials and reach out to past clients to learn about their experiences. Positive feedback from previous clients can be a good indicator of the agency’s reliability and effectiveness.
2. Compare Services
Different agencies offer various services, so compare what each one provides. Some may focus on creating and optimizing landing pages, while others might specialize in location-based PPC ads. Make sure the agency’s services align with your specific needs.
3. Assess Their Qualifications
Evaluate the agency’s qualifications, such as certifications, awards, and experience. Ask insightful questions during your consultation to gauge their expertise. Here are some questions to consider:
- How experienced are you in PPC campaign management?
- How many years have you been working with PPC?
- Can you show examples of campaigns that have been successful under your management?
- What is your process for managing PPC campaigns?
- How do you select the keywords to target in a campaign?
- What is your strategy for creating engaging and effective ads?
- How do you improve the performance of landing pages?
- What metrics do you use to assess the success of a PPC campaign?
- How do you handle transparency and communication with clients?
- How often will you update me on the campaign’s progress?
4. Review Their Fees
Understand the agency’s pricing structure before hiring them. Some agencies charge a flat monthly fee, while others base their fees on performance metrics like cost-per-click (CPC) and conversion rates. Choose a fee structure that fits your budget and business goals to ensure you get the best value.
Conclusion
Partnering with a PPC agency can significantly boost your website’s traffic and sales in a short time. While you can manage PPC campaigns yourself, working with a professional agency ensures that your campaigns are optimized for maximum return on investment. By understanding what is a PPC agency, how PPC agencies operate, and the different types of agencies available, you can make an informed decision that aligns with your business goals. Selecting the right PPC agency involves checking their references, comparing services, assessing their qualifications, and reviewing their fees to ensure they meet your needs and budget.
FAQs
1. What services do PPC agencies typically offer?
PPC agencies usually offer a variety of services, including paid search, Shopping campaigns, display advertising, video ads, and social media advertising. Some agencies specialize in specific areas, while others provide comprehensive PPC services.
2. How do I know if a PPC agency is right for my business?
To determine if a PPC agency is a good fit for your business, check their references, compare their services, assess their qualifications, and review their fee structure. Ask detailed questions about their experience and strategies during your consultation.
3. What is the benefit of using a PPC agency instead of managing campaigns myself?
Using a PPC agency provides access to expert knowledge and experience, which can lead to better campaign performance. Agencies also handle budget management, stay updated on industry trends, provide regular reporting, and offer access to new advertising features.
4. How often should I expect updates from my PPC agency?
The frequency of updates varies by agency, but most provide regular performance reports on a daily, weekly, or monthly basis. Clear communication and transparency are essential, so discuss your expectations with the agency beforehand.
