A 2020 report compiled by PPC Protect suggested that 74% of brands rely heavily on PPC to drive their business and 79% of marketers design PPC campaigns for their clients.
These statistics clearly indicate PPC marketing works really well for small and large businesses alike. In a market filled with fierce competition and with the attention span of customers going down every year, it has become necessary for every brand to invest in PPC marketing and drive sales.
However, choosing the right PPC management company can be a tough process. In this article, we will try to explore what you should consider before choosing the right PPC management company for your brand.
Note down your goals
Before you go looking for the right PPC management company, it is important for you as a business owner to understand what you want to achieve. Having a clear understanding of your companies’ marketing goals is the first and the most important step in choosing the right agency.
You can start by noting down your primary focus:
- Launching a new product line
- Improving brand identity
- Driving sales
The best approach is to identify your target annual revenue and how much percentage of that you expect to come from PPC campaigns. You can then use this to compare it with how much you are ready to invest in PPC campaigns.
Having well-defined goals can help you in picking the right agency that can offer precise solutions to achieve these goals.
Note down your expectations from the company
The next step should be to note down what you are specifically looking for in a PPC company. This includes your chosen PPC company’s prior experience or portfolio. Some points you can consider are:
- What is their PPC pricing structure?
- What do they specialize in? (Facebook vs Google ads, Search vs Display campaigns, etc)
- A list of their successful campaigns and ideas previously executed
- Are they a Google certified partner?
- Do they have expertise in specific industries? (B2B, B2C)
Instead of just searching for “PPC Company in Delhi”, or “Best PPC companies”, noting down your exact expectations can help you filter out your search and look for exactly what you want.
Also, try to reach out to your professional network and look for references and recommendations which can be a more reliable approach.
Focus on methodologies
Some things that you should consider here are:
1) Bidding strategies
Google ads offer several bid strategies that are tailored for the type of campaign you want to run. It is a good idea to understand the kind of bid strategies your potential PPC company uses while designing a campaign.
2) Keyword Research
Keywords can make or break your marketing campaign. Using relevant keywords can optimize your business advertisement and help you get the best ROI. It is thus important to understand how your potential PPC company handles keyword research.
3) Data Analysis
In today’s world, data is clearly the king. Your potential PPC company should be able to analyze customer data and find patterns that could be used to optimize your ad campaigns.
Compatibility and working style
Before going ahead with selecting the right company, it is also important to check their working style and how everyday execution is supposed to run. Some things you need to address include:
- Will you have a single point of contact?
- What are the work timings and when can a representative be available?
- What is the average turnaround time for processing a request?
- How frequently can the agency provide performance reports?
- What will constitute these reports?
Finally, when your potential PPC management company has ticked all your checkboxes, it is time to work on the pricing plans. Since you have an allotted budget, it is important to carefully analyze which plan is the best for your organization. Some of the options include:
1) Performance-based pricing
In this approach, a PPC company only charges you a fixed amount per successful lead. This is a good approach since you only pay when you have a lead. However, you need to make sure that your PPC company is not generating leads in bulk just to earn their share. Ensure that you are still getting targeted and quality leads.
2) Percentage of monthly budget
Another approach is allotting a fixed part of your monthly ad spend to your PPC company. This method allows you to have a clear idea of how much you are spending each month. However, ensure that your PPC company does not stretch your budget just to accommodate their profits.
3) Flat monthly rate
This is the most straightforward option where you dedicate a fixed monthly rate for your PPC company. This helps you in having a clear idea of your total expense. However, ensure that your PPC company works efficiently every month and you get your monthly ROI.
Be selective what you invest in
In conclusion, it is important to understand the importance of investing in a PPC management company in driving your specific business needs. If you are a startup where funds are critical, try to invest smartly by keeping very specific monthly goals. If you are a larger brand, make sure you pay attention to how your PPC campaigns are performing.
With the right approach to selecting the perfect PPC management company, your business has a great potential of moving on to bigger things.