Things to Consider When Choosing a PPC Agency
Whether you’re new to pay-per-click (PPC) advertising and are looking to start a new campaign or your current campaign isn’t performing as well as you need it to, there are many things to consider when choosing a PPC agency. All businesses and industries are different when it comes to PPC campaigns; however, the process of choosing an agency is similar across the board. Below are some things to consider when looking for a PPC advertising agency.
One of the first things you’ll want to consider in a PPC agency is their level of experience. A successful PPC campaign does more than drive clicks, which is what you’re paying for, so you want to make sure the clicks are leading to conversions and a positive return on investment (ROI). This can make managing a PPC campaign a complicated process, so you want to be sure you’re putting your trust in an agency that knows what they’re doing. Everything from placing bids to creating dynamic ads and landing pages has to be done in line with your campaign goals, business industry, and with an expert knowledge of the paid search landscape.
There’s Open Communication
It is important that your agency is available to you and that there is an open line of communication between you and your account manager. You should be updated regularly on your campaign’s performance, either through phone calls or in-person meetings. It also is important that you take the initiative to advise your agency of any changes to your business that might affect your PPC campaign. For instance, if you have new services or products being offered, changes to the website or are moving to a new location, this is vital information that your PPC agency will need to know. This is another reason why an open line of communication is a very important consideration.
Reporting is a vital feature of PPC advertising used to make sense of the campaign and understand what can be done to boost its performance. Make sure the agency has the tools and resources to provide you with comprehensive reporting so you can see exactly how your campaign is performing and get a clear understanding of where your advertising dollars are going. An agency with robust reporting will leave you better off because they will have a better knowledge of what makes your campaign successful and what needs adjusting; therefore, improving your ROI and making your campaign more effective in the long run.
PPC isn’t always the best option for many businesses. For example, your target audience might be too small, your competitors might be too large to compete with or your website might not be designed to make the most effective use of the traffic you’re directing to it. Whatever the reason, a good PPC agency won’t try to sell you a product that they know isn’t going to provide you with the results you’re expecting. Whether this means performing additional work before running a PPC campaign or suggesting a different advertising or marketing tactic that is better suited for your particular business, look for an agency that is transparent and realistic about achieving your goals.
Looking for a PPC Agency That Gets Results?
Strategic Marketing has a wealth of experience in PPC advertising and our paid search platform, SmartClick, can help drive traffic to your website with conversions in mind. SmartClick manages PPC campaigns across all major search engines, including Google Bing and Yahoo, with the ability to track web events and phone calls back to the keywords that generated them. SmartClick offers automatic optimization, detailed tracking and robust reporting, all in an easy-to-use dashboard. To learn more about SmartClick, contact Strategic Marketing by calling (561) 688-8155 or visiting our contact page.