Pay-per-click (PPC) advertising is one of the quickest ways to drive targeted traffic to your website. But managing successful PPC campaigns takes specialized expertise, strategic thinking and constant optimization. That’s why most businesses turn to a professional PPC agency.
But not all PPC agencies are created equal. Choosing the right partner to handle your PPC is critical for generating leads and sales. This guide will walk you through the key factors to consider when evaluating PPC agencies and tips for selecting the best fit for your business.
When comparing PPC agencies, here are the most important criteria to look for:
- Years of Experience Running Successful Campaigns
Choose an agency with a solid track record of developing profitable PPC campaigns in your industry over many years. They should have case studies proving their ability to deliver return on ad spend (ROAS).
- Full Range of PPC Management Services
Make sure the agency offers a complete suite of PPC services, including keyword research, ad copywriting, campaign setup and optimization, bid management, tracking and analytics, and reporting.
- Industry-Specific Expertise
Look for an agency with specialized experience in your particular niche. They will understand your target customers and how to reach them through tailored PPC strategies.
- Proven Results and Reporting Capabilities
The agency should provide regular performance reports showing ROI and key metrics like click-through rate (CTR), conversion rate (CVR), cost per acquisition (CPA) etc.
- Great Customer Service and Account Management
You want an agency that communicates regularly and is responsive to your needs. Ask about their account management process.
When researching PPC agencies, here are a few tips:
- Read through independent review websites like Clutch and GoodFirms that compile client reviews and ratings.
- Check case studies and client testimonials on the agency’s website. But watch for vague claims without hard results.
- Ask for referrals from the agency’s existing clients to get candid feedback.
- Beware of agencies that exaggerate their capabilities or make unrealistic promises about results.
Once you’ve narrowed down the options, here are some best practices for selecting your PPC agency:
- Clearly define your goals, target CPA and expected ROI from PPC. Communicate these upfront.
- Request proposals from 3-5 agencies that meet your criteria. Compare their pricing models.
- Ask how they will optimize campaigns, integrate analytics, provide reporting and manage your account.
- Check for red flags like lack of specifics, resistance to questions, inflated promises or disparaging competitors.
Choosing the right PPC agency takes research and diligence. But it’s worth taking the time to find a knowledgeable, experienced partner that’s the right fit. With the right agency managing your PPC campaigns, you can drive more high-quality traffic to your site and scale your business profitably.
