How to Vet a PPC Marketing Agency: Tips on Picking the Right One

A skilled PPC agency can transform your online marketing efforts by driving targeted traffic, increasing conversions, and maximizing your ROI.

Choosing the right PPC agency can be a challenge, but after hiring a few of my own, I’ve learned how to streamline the process.

Learn the essential steps to vet PPC marketing agencies including why it's crucial to start your search early, how to assess an agency's online presence, and the benefits of an Agency Matchmaker service.

Key Takeaways

• Start your search for a PPC agency early to allow ample time for a thorough evaluation and informed decision-making.
• Examine the agency's online presence and ensure all agreements are clearly documented in writing to establish transparent expectations.
• Consider both the size of the agency and its cultural fit with your business to ensure a productive and harmonious partnership.
• Use DDIY.co's Agency Matchmaker service to easily find a PPC agency that aligns with your specific needs and goals in under one minute.

Qualities to Look for in a PPC Agency

• Industry expertise
• Proven track record
• Communication & Responsiveness
• Relevant expertise
• Campaign management approach
• Automation
• Strategic insight

Industry experience

Look for an agency that’s worked with companies in similar industries.

They're likely to have a nuanced understanding of customer behavior within your sector, enabling them to target ads more effectively.

An agency that has a deep understanding of your specific industry can craft campaigns that resonate with your target audience, anticipate market trends, and navigate competitive landscapes.

Proven Track Record

Look for agencies that can showcase measurable results from their past campaigns. Success stories, case studies, and client testimonials can provide insight into their effectiveness and reliability.

An agency confident in its track record will be transparent with its successes and learning experiences.

Communication & Responsiveness

Effective communication and responsiveness are the backbones of any successful partnership. A competent PPC agency should provide regular updates, be accessible for queries, and proactively address any concerns.

Relevant Skills

The agency should demonstrate expertise with the following:

• Keyword Research and Selection: Proficiency in identifying and selecting high-value keywords that align with user intent and business objectives. Keyword research ensures the PPC campaigns target the right audience and maximize ROI.
• Ad Copywriting: Ability to craft compelling, clear, and persuasive ad copy that captures attention. The copy should communicate value, and encourage users to take action while aligning with the brand's voice and messaging.
• Data Analysis and Interpretation: Analyze campaign data to extract actionable insights, measure performance against key metrics, and make informed campaign decisions.
• Landing Page Optimization: Knowledge of best practices for landing page design and optimization, including A/B testing. It ensures a seamless user experience that drives conversions.
• Bid Management: Effective bid management maximizes ad placement and visibility while optimizing the cost-per-click (CPC). It ensures budget efficiency and campaign profitability.
• Campaign Strategy and Development: Ability to develop comprehensive PPC campaign strategies that align with business goals. Campaign strategy includes targeting, ad placement, budget allocation, and performance optimization across various platforms.

Campaign Management Approach

An agency's approach to campaign management should be strategic, data-driven, and adaptable. They should have a clear process for setting up, monitoring, and optimizing campaigns.

A quality campaign management approach should include:

• targeting the right audience
• designing compelling ad copy
• continuously testing and tweaking campaigns for optimal performance

Automation

Automation tools can enhance the efficiency and effectiveness of PPC campaigns. An agency skilled in automation leverages technology to optimize bidding strategies, tailor ads based on user behavior and provide insightful analytics.

Strategic Insight

Beyond the technical skills, a top-tier PPC agency should offer strategic insight that aligns with your business goals. They should provide strategic recommendations to help you navigate the digital marketing landscape effectively.

Steps for Choosing the Best PPC Agency

Establish Goals and budget

Before embarking on the journey to select a PPC agency, you need a clear understanding of what you aim to achieve with your PPC campaigns.

Establish specific, measurable goals such as:

• increase website traffic
• generate leads
• Boost sales
• Enhancing brand awareness

Alongside goal setting, determine a budget that aligns with your business objectives and marketing strategy. This clarity will guide you in choosing an agency that can meet your objectives.

Diligent Research

Examine reviews and testimonials to gauge the agency's reputation and client satisfaction levels.

Delve into their case studies to understand their approach, strategies, and the outcomes they've achieved for clients. Pay close attention to examples from your industry or with similar business objectives.

Additionally, request performance data to assess their effectiveness and efficiency. This comprehensive research will provide a well-rounded view of the agency's capabilities and success in delivering tangible results.

Ask the Right Questions to PPC Agency Candidates

Interview your top PPC marketing agency candidates to learn more about their processes and deliverables. A few helpful questions to ask during the interview include:

• How do you approach keyword research? Experienced agencies use modern tools to perform valuable keyword research. They should be able to explain the process and what they look for when selecting keywords.
• Who will own the PPC campaigns? Seek an agency that organizes campaigns under your business account, not theirs.
• What is your process for adding negative keywords? Search terms that don’t convert for your business should be avoided, and these are known as negative keywords. The agency should have a proactive approach to monitor and add negative keywords.
• How will you track ad performance? Some companies run Ads but fail to track them effectively, which you want to avoid. Inquire about the platforms and strategies the agency uses to track your results.
• What is your fee structure? You need to know how the agency charges and what they charge for. Avoid paying more than 10-20% of your ad spend in agency fees.
• Are landing page services included? Find out if the agency will create or optimize landing pages. They should also be able to identify any flaws in your existing pages.
• How will you report progress each month? The agency should provide regular updates, and you should understand their reporting system before working with them. Ask to see a previous report or example so you can ensure it's easy to follow.

Solidify Expectations

After selecting a PPC agency, the final step is to establish clear expectations.

To do this:

• define the scope of work
• Determine performance benchmarks
• agree on communication protocols
• Define the reporting process.

Ensure that both parties are aligned on the goals, strategies, timelines, and metrics for success. This clarity and mutual understanding will lay the foundation for a productive partnership.

Tips for Picking the Right PPC Agency

Start Your Search Early

I learned the hard way that starting late can lead to hasty decisions. Begin your search early to thoroughly vet potential agencies and avoid the pressure of last-minute choices. This way, you can compare agencies without rushing and make a more informed decision.

Check Their Website and Social Channels

I gained insights into their expertise and approach when I checked prospective agencies' websites and social media. A well-maintained website and active social presence reflected their commitment to staying current and engaged in the industry.

Get Everything in Writing

Clear, written agreements prevent misunderstandings. Ensure all details, from service scope to payment terms, are documented. This practice has saved me from potential disputes and set clear expectations.

Choose the Right Agency Size

Choosing between a large or small agency impacts the attention my projects receive. I found that a smaller agency offered more personalized service, which suited my preference for closer collaboration and responsiveness. However, very large businesses may require larger agencies to handle their service needs.

Consider Cultural Fit

In the past, the cultural alignment between my business and the PPC agency significantly influenced our working relationship. An agency that shared our values and communication style led to smoother interactions and more aligned campaign objectives.

Conclusion

Choosing the right PPC agency can feel overwhelming, but it just takes a strategic approach. From my own journey, I've learned that starting early, scrutinizing online presence, and ensuring clear written agreements are non-negotiable steps. Also, don't underestimate the importance of a cultural fit-it can make all the difference.

If you're on the lookout for a PPC agency that truly aligns with your needs, save time with our one-minute agency concierge service. It is the perfect shortcut to finding your ideal match.

Visit DDIY.co Agency Matchmaker and start your journey today!

Frequently Asked Questions

What qualities should I look for in a PPC agency?

Seek an agency with industry experience, a proven track record, strong communication skills, relevant technical skills, a strategic approach to campaign management, and a good cultural fit with your business.

How do I choose a PPC Agency?

Establish your goals and budget, conduct thorough research, assess their expertise and track record, ask insightful questions, and ensure their values and communication style align with yours.

Which industry is best for hiring a PPC marketing agency?

Any industry can benefit from hiring a PPC agency, especially those with high customer value or competitive markets, such as e-commerce, legal services, healthcare, and technology.

How can I measure the success of my PPC agency?

Measure success through key performance indicators like return on ad spend (ROAS), conversion rates, cost per acquisition (CPA), and overall alignment with your set goals and objectives.