What Does a PPC Agency Do? A Complete Guide

Before deciding to hire a PPC agency, there are several factors to consider. First, do you really need a PPC agency? While running your own campaign might sound like a walk in the park, we assure you it's more like learning how to surf. Sometimes the waves are rough (high competition), making it challenging to get on your feet. We’ll begin by laying out what a PPC agency does and the benefits of hiring one to run your campaigns.

Next, we’ll cover the best practices expert PPC agencies use, how to evaluate agencies, and ultimately, how to choose the best PPC agency for your business.

Running a successful PPC campaign is no easy task. It takes a lot of hard work, dedication, and knowledge to create and manage a campaign that reaches your target audience and generates leads and sales. For this reason, many businesses choose to hire a PPC agency to do the work.

PPC agencies have the experience and expertise necessary to run successful campaigns. They can help you achieve your marketing goals while freeing you to focus on other aspects of your business. Additionally, you may want to consider hiring a fractional CMO or consultant.

If you want to learn how Digital Authority Partners can increase your PPC effectiveness, watch this video!

What Does a PPC Agency Do?

PPC ads and paid search campaigns are similar but not quite the same. Depending on your business, you'll want to run one or both of these ads. A PPC agency's job is to create, manage, and optimize your paid search efforts.

The agency will run your paid search campaign according to your business goals. Some common services include keyword research and selection, ad creation and testing, optimization of ads to increase engagement, landing page setup and optimization, tracking conversions (such as sales or signups), creating targeted audiences using remarketing lists for search ads (RLSA) or dynamic remarketing lists (DRL), and reporting the effectiveness of campaigns through analytical tools like Google Analytics. In addition to these services, some agencies may offer other specialized services for specific types of businesses, think healthcare businesses, e-commerce businesses, et cetera.

The central goal of a PPC agency is to help your business achieve its goals! They want you to succeed, which should be reflected in their testimonials.

What Are the Steps of Hiring a PPC Agency?

The first step in hiring a PPC agency is identifying your business goals. Without these, agencies won't know where to focus your PPC ads. Next, reach out to two to three agencies that offer free consultations.

You'll want to prepare some information about your business and questions about their services. Choose the agency you'd like to move forward with based on their qualifications, testimonials, and proficiency. We'll provide some sample questions to get you started at the end of the article.

What Are the Benefits of Hiring a PPC Agency?

     1. Experience and Expertise:

The first benefit is evident--PPC agencies possess a wide range of expertise and experience across industries, making their skillset broad. They've likely worked with businesses in various industries and know what works and what doesn't. This experience is precious as it'll save you time, money, and energy learning from mistakes that they've already made.

     2. Better Quality Score:

PPC agencies are also well-versed in Quality Score (QS). QS is a metric used by Google to measure the quality and relevance of your ad and landing page. A high Quality Score will result in a lower cost-per-click (CPC) and a higher ad rank.

Additionally, PPC agencies stay up-to-date on the latest changes to Google's algorithm. As a result, they know how to work within the system to create successful campaigns without breaking the rules.

     3. Scalability:

PPC agencies have the resources and tools to scale your campaign up or down as needed. They can manage large campaigns with hundreds of keywords, while also possessing the ability to run a smaller campaign with only a few keywords.

     4. Agencies Are Budget Masters:

Along with scalability, PPC agencies know how to efficiently manage an advertising budget, meaning there won't be a dollar wasted on your campaign. Additionally, they can help you get the most out of your budget by working within Google's guidelines to create effective and affordable ads.

What Are the Best Practices for Choosing a PPC Agency?

When looking for a PPC agency, it's vital to ensure you're selecting one with the right qualifications and expertise. Here are some tips for doing so:

     1. Check Their References

Look through their client testimonials and reach out to clients about their experience with the agency. If they've had a positive experience, they'll be more likely to recommend the agency to you.

     2. Compare Services

Different agencies offer different services, so it's essential to compare what each one offers before hiring anyone. For example, some may focus on creating landing pages or optimizing your existing pages for higher conversion rates. Others may specialize in location-based PPC ads.

     3. Assess Their Qualifications

Take some time to review the agency's qualifications, such as their certifications, awards, and past experience. That will help you assess whether they have the skills and knowledge necessary for managing your campaign. The best way to do this is by asking insightful questions on your consultation call. Here is a list of questions you should ask every PPC agency:

• What is your experience in managing PPC campaigns?
• How long have you been working in this field?
• Can you provide examples of successful campaigns you've managed?
• What is your approach to managing a PPC campaign?
• How do you determine which keywords to target?
• How do you create compelling ads?
• What are your strategies for optimizing landing pages?
• How do you measure the success of a PPC campaign?
• What is your policy on transparency and communication?
• How often will I receive updates on the progress of my campaign?

     4. Review Their Fees

Lastly, it's crucial to review an agency's pricing structure before hiring them. For example, some agencies may charge a flat monthly fee while others charge based on performance metrics like cost-per-click (CPC) and conversion rates. Determine which fee structure aligns best with your budget and business goals to ensure you're getting the most value from your investment.

Takeaways

Hopefully, we've now provided you with the tools to make your decision. A PPC agency can be a powerful tool for scaling and managing your ad campaigns. To find the best agency for you, be sure to check their references, compare their services and qualifications, and review their fees before deciding.