Pay-per-click (PPC) advertising through platforms like Google Ads and Microsoft Advertising provides a fast, measurable approach to driving website traffic and conversions. But managing profitable, optimized campaigns requires significant expertise.
For many businesses, partnering with an accomplished PPC agency is the most effective way to improve their return on ad spend. However, not all agencies are created equal. Follow this guide to strategically evaluate options and choose the ideal PPC partner.
Set Clear Goals and Benchmarks
Before reaching out to potential PPC partners, document what you wish to accomplish through paid search. Seek an agency able to tailor programs directly addressing your objectives, which may include:
- Increased clicks, conversions, and revenue from paid search
- Improved cost per click (CPC) or cost per acquisition (CPA)
- Higher click-through-rate (CTR) from ads
- More positive ROI from ad spend
Know your current metrics and KPIs. This enables benchmarking success and providing direction to the agency. Share this brief with prospects early on so proposals directly address your priorities.
Assess Your In-House PPC Capabilities
Conduct an honest audit of the paid search expertise held within your company. Consider:
- Does your team have extensive experience managing large, segmented PPC programs?
- Are they knowledgeable on best practices for optimizing ad copy, landing pages, bids, keywords, and more?
- Do they stay on top of platform updates and leverage the latest features?
Understanding proficiency gaps helps determine what capabilities to outsource. You may handle campaign management internally but engage an agency for strategy and technical optimization.
Vet Agency PPC Expertise
Next, thoroughly screen potential PPC agency partners on their experience across key areas:
- Bid optimization strategies based on statistical modeling and testing
- Audience segmentation and targeting approaches
- Ad Creative development and testing processes
- Analytics capabilities for deciphering insights
- Tools they utilize for campaign management and performance tracking
- Client success they’ve achieved in your industry
Look for sophisticated paid search expertise versus general digital marketing knowledge. Their proposals should instill confidence in their strategic abilities.
Review Proposed Campaign Framework
A qualified agency will seek to understand your business, products/services, and audience personas before recommending a paid search approach. Look for proposals encompassing:
- Suggested campaign structure based on your products, geographies, customer lifecycle stage, etc.
- Competitor analysis with recommendations on differentiation
- Keyword research strategy and tools they employ
- Ad copy guidance per segment, products, special offers, etc.
- Landing page optimization advice
- Budget allocation across proposed campaigns/segments
Assess how aligned their proposed framework is to your goals, priorities and audience. They should demonstrate a strong, custom-tailored strategy.
Examine Reporting and Optimization Process
The agency should provide clear plans for campaign analytics, optimization, and progress reporting. Request details on:
- Key metrics they will track and optimize for
- Optimization approaches as performance data comes in
- Tools like Google Analytics they use for insight
- Monthly reporting with goal progress, recommendations, and next steps
- Campaign review meetings to cover high-level strategy
A commitment to continuous testing and improvement is vital for long term PPC success.
By thoroughly evaluating digital marketing firm, strategic vision, and analytical rigor, you can make a smart selection best positioned to amplify your PPC ROI. Let me know if you need any assistance assessing your options!
