PPC Agency Checklist: What to Look for Before You Hire One
When it comes to hiring a PPC (pay-per-click) agency, there’s no getting around the fact that you need to get it right.
After all, a good PPC agency can make the difference between a mediocre digital advertising strategy and a profitable, successful one! But of course, this involves finding the perfect fit for your needs and goals - and that’s no easy feat.
To make the process easier, we have put together this comprehensive PPC Agency Checklist, so you know exactly what to look for when hiring your next PPC agency!
Quick Summary of Key Points
When selecting a PPC agency, it's important to look for an experienced team with a track record of success.
Additionally, make sure the agency offers transparency in its reporting and pricing structure, as well as tailored solutions that encompass your unique business needs.
What Makes a Good PPC Agency?
When it comes to hiring a PPC agency, it’s important that potential hires meet certain criteria. A good PPC agency should have experience in the field, the right qualifications, and be up-to-date on the latest trends and technologies.
They should also be open to new ideas and willing to experiment with different campaigns.
Experience is key when looking for a PPC agency. Look closely at the agencies you consider, preferably those with at least two years of experience.
Depending on what you need, some agencies may even specialize in certain niches such as e-commerce or medical.
It’s also useful to compare their customer references and reviews from other clients to see if they have delivered results for them in the past.
The agency you choose should also be proactive in its approach and should have trackable metrics in place to measure performance accuracy and accountability.
In addition, you want an agency that is invested in your business goals, prepared to offer ideas and advice, and able to provide regular updates and reports on a regular basis.
Finally, consider the communication style of the agency - one that matches yours.
The most successful campaigns are created by teams that work together seamlessly: where everyone is on the same page, there are no misunderstandings about goals or tactics, and all parties feel comfortable working with each other.
When searching for a PPC agency, look for one that is open to collaboration and has an established process in place for consistent feedback from both sides.
With all these factors taken into account, you are one step closer to finding a reliable PPC agency partner who will help you maximize your ROI.
Now we must consider how expertise and quality assurance play into finding this perfect partner — an essential part of any successful PPC campaign.
Expertise and Quality Assurance
As we discussed in the previous section, what makes a good PPC agency is an important factor to consider when looking for a reliable partner.
However, it’s also necessary to consider the expertise and quality assurance measures employed by these agencies. With the right combination of expertise, experience, and use of quality assurance techniques, you can ensure that you get the highest quality services from your PPC campaigns.
Expertise refers to the technical knowledge or skill in particular areas related to PPC management, such as analyzing data, setting up campaigns, creating ad copy, etc.
It also encompasses knowledge of any other components related to digital marketing as well. Quality assurance involves procedures designed to monitor and assess whether services provided adhere to specific performance criteria.
This could include conducting routine tests or reviews on campaigns or using external third parties to perform certain audits.
Having both expertise and quality assurance is essential for successful PPC management. Expertise allows teams to create efficient strategies that make use of available tools and resources more efficiently.
Quality assurance enables the team to keep track of their progress and make sure that their campaigns are running smoothly. Of course, both competencies should be closely monitored and improved upon over time for best results.
Ultimately, finding a PPC agency with expertise and quality assurance capabilities is key for getting the most out of your PPC campaigns.
As you move on to evaluating different services offered by prospective partners, consider how well each has implemented these important features into their operations.
When done correctly, checking off these two items when choosing a PPC agency can save you time and money while ensuring that your campaigns are managed properly.
- According to a Global Search Marketing survey conducted in 2020, 63% of marketers believe that experience and reputation are the most important criteria when selecting a PPC agency.
- A study published in 2019 found that there is an average of 2.7 times higher ROI when working with an experienced PPC agency rather than handling the campaigns on their own.
- According to research compiled by Wordstream, optimizing and testing ad campaigns can boost click-through rates by upwards of 400%.
The Services Offered By A Good Agency
When considering expertise and quality assurance of a PPC agency, it is also important to consider the services they offer.
A good PPC agency should provide comprehensive search management, including strategies for data-driven campaigns, keyword research, and display advertising campaigns.
The agency should also include reporting that can be customized to each client's needs. In addition, look for an agency that offers real-time data access, as well as tracking for website/app performance and targeting solutions for both mobile and desktop platforms.
These services can make a huge difference in improving your ROI and driving better returns on your campaigns.
Agencies that specialize in these areas will often have extensive experience helping clients achieve their goals—from boosting brand identity and website visibility to better connecting with customers in key markets.
By choosing an experienced PPC agency with superior search management skills and the right services to meet your needs, you can ensure that you get the best results from your PPC campaigns.
With the right team behind you, you'll be well on your way to achieving your digital marketing goals.
Now it is time to take a closer look at comprehensive search management as it pertains to PPC agencies.
Evaluating factors like cost structure, level of service provided, thoroughness of reporting and analytics, along with optimization techniques can make all the difference when choosing a successful provider.
When choosing a PPC agency, it is important to look for services that include comprehensive search management, data-driven campaigns, keyword research, display advertising campaigns, and reporting customized to each client's needs.
Additionally, look for an agency that offers real-time data access and performance tracking for website/app platforms.
Lastly, consider the cost structure level of service provided, thoroughness of reporting and analytics, and optimization techniques when selecting your successful provider.
Comprehensive Search Management
Comprehensive search management is a key offering that can make a profound difference in the success of any pay-per-click (PPC) campaign.
It requires detailed analysis of the vast store of data available to gain insights on costs, results, audience behavior and other market trends.
When the agency creates an effective PPC strategy, it uses comprehensive search management to keep the campaign up-to-date and effective by continuously monitoring, measuring and adjusting it for maximum efficiency and desired ROI.
The debate around how important comprehensive search management is as part of an agency's services can get heated.
Those who advocate for its use typically cite improved efficiencies in strategy deployment, more consistent returns on investment, better yield from organic search traffic, less costly spending and testing cycles.
They suggest that the data-driven approach to understanding user behavior offers tremendous benefits for digital marketing professionals over the long haul.
On the other hand, those who are less enthusiastic about comprehensive search management often point out that if managed poorly or inconsistently, extensive optimization efforts can easily lead to unpredictable performance or become overly expensive.
However, there is no denying that with dedicated resources and expertise, comprehensive search management provides invaluable insight which enables targeted strategies and propels campaigns forward quickly while reducing costs at scale.
So what should they look for when deciding if a PPC agency offers this service?
Look closely between the lines: experience in analysis and optimization along with recommendations on how to automate processes or reduce manual workloads indicates that the agency takes a proactive approach towards managing search campaigns.
Asking questions and doing some research will help you determine if their capabilities are up to par before committing to a partnership. Doing so can significantly improve your chance of success when working with any PPC agency.
Having considered all services offered by a good PPC agency, one needs to consider how to begin actually working with one effectively.
After all, even the best services won't help you reach your goals if there isn't a process in place for meeting those objectives.
The next section will dive into understanding the nuances between different agencies when it comes to working together on digital marketing campaigns.
The Process of Working With a Good Agency
When it comes to working with a good PPC agency, the process should be well-structured, clear and efficient.
Agencies that offer the services you require should have a thorough pre-working process to ensure the client is well informed and provided with an optimal service package.
This includes setting detailed campaign goals, understanding the internal and external resources available, establishing success metrics and modulating messages according to frequency and service requirements.
Before breaking ground on any project, a clear timeline of deliverables should be set with specified KPIs in order to measure the effectiveness of their campaigns.
A reputable PPC agency will review your current account(s) performance before suggesting potential optimizations.
They should also analyze the competitiveness of your target market and recommend cost effective solutions to stay ahead of the competition.
Working with an experienced agency will help ensure that all facets of your campaigns are managed effectively from keyword selection to bid level optimization.
However, it’s important to still remain mindful of budget as PPC can be expensive particularly for pay per click adverts targeted at high demand keywords;
but utilizing more specialized only targeting methods such as geographic location or demographic based searches can yield exceedingly satisfying results - often at a fraction of the cost.
Having identified the good fit for your needs, through comprehensive research and analysis, you can now confidently look forward to beginning work with a PPC agency that understands your business and has demonstrated their expertise through proven methodologies and results.
As such, you now can feel reassured knowing all future steps taken should have a tailored results-oriented approach to ultimately meet your company objectives.
Proven Results-oriented Approach
Proven results-oriented approach is a must when looking to hire a PPC agency. If they do not have transparent metrics in place that provide accurate data on the results of their campaigns, it may be wise to move onto another agency.
A proven track record displaying specific successes, rather than vague promises of ‘guaranteed improved ROI’, should speak volumes in establishing an agency as trustworthy and experienced.
Otherwise, there is no way to be sure an agency can adequately serve your needs in terms of traffic, conversions, and overall reach.
Additionally, it is important to look for progress reports and current strategies employed; without seeing hard data and evidence of strategies that have worked for other clients like yours in the past, it's likely you will end up with poor performance from any campaigns launched with the agency.
For those considering a potential PPC partner that lack this information readily available online or on their website, direct conversations with representatives from the prospective agency are essential.
Ask questions and ensure that the representative can provide satisfactory answers on methods used and successes achieved.
Don’t settle for anything less than you deserve when selecting a PPC Partner; once signed up with any given agency, it's likely you will end up locked into a contract that doesn't produce desired results.
Having acquired the right information regarding the agency's performance history and how this fits with your unique needs, you’ll then be ready to move onto the final step:
ongoing maintenance and support when working with a PPC Agency. This is key in ensuring maximum value from campaigns from launch to completion.
Ongoing Maintenance and Support
Now that you’ve established the need for a results-oriented approach to PPC, it is important to also consider ongoing maintenance and support.
How will your agency stay on top of key performance indicators? After all, it is not enough just to launch a successful campaign; the campaign must be regularly managed to drive perpetually consistent results.
To ensure successful ongoing maintenance and support, inquire about how data will be tracked and analyzed in the background.
Are they using effective dashboard platforms like Google Data Studio, or utilizing automation tools through API connections? Additionally, ask about reports that are made available on regular intervals and whose responsibility it is to interpret them.
Ask if there are minimum thresholds for performance as well as diagnostic procedures in place for when metrics dip below acceptable levels.
Finally, inquire about potential fees for additional services or variations from an agreed-upon scope. Can you count on swift responses and easy client inquiries when needed?
Having such questions answered will help you determine if your agency can effectively provide continuous maintenance and support to ensure long-term success.
An effective PPC strategy involves quality platforms and tools at every stage of the process.
It is therefore essential that agencies remain up-to-date with trends in order to not just achieve successful results, but offer scalability and affordability in the process.
In the next section, we'll discuss further how quality platforms and tools should play a part in your decision before selecting an agency.
Quality Platforms and Tools
When it comes to quality platforms and tools, it is important to ensure that the PPC agency you are considering has access to the best ones in their industry.
Not only do they need to be the top ones currently available, they should also be constantly monitored for any updates or changes in order to ensure success.
With advancements in technology happening every day, an agency needs to keep up with the trends and make sure they are using cutting edge tools and platforms if they want their clients’ campaigns to be successful.
Beyond just having them, it is also beneficial for a client to understand which platforms and tools the agency is using for their campaigns.
While researching potential agencies, have them detail exactly which platforms and tools are going to make up the core of your campaigns. Don’t just assume that because an agency looks reputable that they will have access to the best resources.
Make sure you ask questions and truly understand what the process looks like before deciding on one - remember: you get what you pay for.
Finally, don't forget about digital analytics. An effective way of measuring success is by having easy access to statistics and KPIs (key performance indicators).
Ask your agency how accessible this data will be and how often you can expect them to analyze it and make optimizations accordingly - this is paramount in finding an appropriate PPC agency.
Now that ongoing maintenance, support, and quality tools have been discussed more thoroughly, it's time to discuss another important factor when deciding on a PPC Agency: your business needs.
What specific goals do you need the agency to hit in order for them to be deemed successful? Only with a thorough understanding of these needs can a suitable PPC Agency truly be selected - let's explore this further next.
Final Thoughts on Finding a Good PPC Agency
When it comes to finding a good PPC agency, the importance of doing your due diligence can’t be stressed enough.
It is vital that you consider all facets of a prospective agency before pulling the trigger on hiring them.
Quality platforms and tools are a key part of ensuring success from your PPC campaigns, but there are other factors to consider as well.
Final Thoughts on Finding a Good PPC Agency
It should go without saying that cost is going to play an important role in the decision making process when it comes to hiring a PPC agency. Price isn’t everything though;
you still want to make sure you are getting value for your money. If an agency offers a lower rate than competitors but has a lesser track record and inferior results, it may not end up being the best deal after all.
In addition to budget, it’s important to look into the amount of experience an agency has with managing PPC campaigns in your industry sector.
Certain sectors such as health or finance have unique challenges that require special attention and expertise. Find out if the agency you are vetting has any prior experience dealing with these types of campaigns.
Doing so can provide valuable insights about their capabilities and whether or not they’re the right fit for you.
Good communication between marketers and agencies is also key for any successful campaign.
Be sure to check references for existing clients and get feedback about their experiences working with each prospective agency – does the team work as quickly as promised? Do they stay within budget?
Are communications open and clear? Answers to questions like these will tell you how efficient an agency is likely to be in delivering the desired results.
Before making the final call, it’s also important to evaluate the level of reporting each agency delivers. This will help keep both parties accountable through meaningful performance analytics which give insight into what works well and areas that need improvement.
Also get clear answers concerning details like ongoing optimization and support services such as website maintenance and A/B testing, which are essential elements of successful long-term campaigns.
Overall, taking time to explore all aspects of a potential PPC agency allows buyers to make sound decisions that deliver maximum return on investment and peace of mind knowing their marketing campaigns are in good hands.
Common Questions and Explanations
The best way to know if the PPC agency you're considering is optimally placed to drive cost-efficient campaigns is to ask for several references from past clients.
This will allow you to gauge their experience and performance on prior campaigns.
Additionally, look into the agency's credentials – whether they're certified by leading industry organizations, as well as their expertise in the specific areas you need for your campaigns.
It's also a good idea to inquire about their approach to optimization techniques and strategies, since this will help determine the overall efficiency of your campaigns.
Lastly, be sure to ask questions regarding their reporting services and ability to track performance data. All of this information can provide a better indication of whether the agency is well suited to run cost-efficient campaigns.
1. Research PPC Agencies: Before you hire a PPC agency, you'll want to do some research. Start by looking for reviews and ratings of various agencies, as well as their past work.
Additionally, consider searching for case studies of successful campaigns run by other companies that have hired the firm in the past.
2. Request Proposals: Once you've identified a handful of potential PPC agencies, reach out to them and request proposals for their services.
This will give you a better idea of the services they offer and what it will cost to engage their services.
3. Evaluate Their Expertise: After receiving proposals from each PPC Agency, narrow your list down to two or three based on the expertise they can offer.
Ask questions about their experience working with brands in your industry, how they plan to target your customers, and the different strategies they employ.
A great agency will not only be knowledgeable but also willing to discuss their strategies and explain how they fit within your overall marketing objectives.
4. Establish Your Goals: Before making a final decision on which PPC Agency to hire, make sure that both parties are in agreement on what goals and expectations should be set forth during the engagement process.
This includes setting realistic budget expectations, timelines and desired results – as well as outlining any additional expectations such as reporting requirements or areas of focus for the campaign and creative strategy.
5. Check References: The final stage of researching potential PPC Agency partners is to check references from former clients who have successfully used their services.
By doing this, you can get an idea of whether or not the agency has been able to deliver successful campaigns in the past and if there have been any issues that arose during the engagement period between them and the client it was working with before you decide on signing a contract with that PPC Agency.
It's important to evaluate the PPC agency's expertise and experience in the industry you are targeting.
The best way to do this is to ask for their portfolio of accomplishments, previous clients they have served in your industry, any assurances that their team understands the specific nuances of your market, and for references from similar businesses.
Additionally, you should look at their overall track record of success in managing PPC campaigns and making sure that your goals are being met.
Ask if you can see case studies of successful campaigns they have managed and talk to past clients to understand how satisfied they are with the services provided by the agency.
Finally, make sure any potential agencies take time to understand your business before they offer a proposal or quote.
This will help ensure they can provide an effective plan tailored specifically to your market and objectives.