What to Look for in a PPC Agency
Are you looking for someone to manage your pay-per-click advertising? Here are five insights to keep in mind before hiring a PPC expert:
- Industry or category expertise is essential. You could work with a totally green partner, but you probably won’t see the best results.
- Ensure account transparency. You should have access to your own ad accounts to pull reports, monitor performance, or update contacts as needed.
- Confirm certifications and learning mindsets. Digital marketing changes quickly, and your PPC partner needs to be aware of current techniques and trends to support your strategy.
- Make sure it’s a good “personality fit.” Make sure you really like the team you’ll be working with. The discovery call is a great time to meet the team and to ask questions.
- Gauge knowledge of KPIs and reporting. Ask potential PPC partners what they think KPIs would be, based on your goals. This will gauge their knowledge of attribution, reporting, and how data informs campaign optimizations.
How to Choose a PPC Agency
So, now you know a few characteristics to look for in a team. But what does the vetting process look like? Here are the three most important stages of your journey.
What is PPC? Check out our paid media FAQ page to learn more.
1. Establish Goals and Budget
Your internal team should align on goals and budget before you contact potential agencies. If an agency is data-driven and cares about your success, they’ll most likely inquire about these two details. An agency can, and certainly should, help you decide which KPIs will show success. They may also suggest a budget increase based on the audience you are looking to target. Discussing this information during the discovery phase will enable the agency to help determine the best strategy to support you and your campaign goals.
2. Research Carefully
Do your research! There are so many agencies out there that will guarantee “first page results” or “top-of-SERP ad placements,” but it’s not that simple. Many factors play into excellent results; even if you have search ads showing up high in search results or display ads running, that doesn’t necessarily translate to a positive ROI for your company or brand.
Start the research process by tapping into your professional network. Research each company individually, and create a list of pros and cons.
Here are a few things to look for on a company website:
- Reviews and testimonials
- Industry experience
- PPC case studies with performance data
- Reporting capabilities
- Looking for an example to work from? Here’s a PPC report template that Oneupweb created.
3. Know the Questions to Ask When Hiring a PPC Agency
- What level of support do they offer, in terms of ad management and optimization?
- Will they hold weekly or monthly calls with you to review performance and strategy?
- How often can they provide reporting, and what does that look like?
- Who will your point of contact and project team be, and who is involved in meetings?
- What industries do they typically work with? What’s their specialty?
- What’s their fee structure? Is it strictly retainer-based? Is it calculated based on a percentage of media spend?
- Do they have extensive experience in the paid media channels your target audience uses?
- What happens if you’re not satisfied with the service? Do they have a termination period of 30 or 60 days? (This is important if you ever want to change agencies or take your efforts in-house.)
Extend your marketing department by partnering with us. Whatever your PPC needs are, the paid media experts at Oneupweb have the experience and creative skills to make it happen. We work best with mid-size to enterprise companies looking to enhance their marketing strategies. We have been managing PPC campaigns for 20+ years and know what it takes to be successful in this medium.