Four signs you’ll know you’ve chosen the right PPC agency

Four signs of choosing the right PPC agency

Since its inception, PPC has proven to be an effective marketing strategy that businesses of any size can utilise. The development of PPC platforms has meant marketers can measure the quality of their leads, and even test aspects of their campaigns to see what works.

Some companies even choose to outsource their PPC marketing to a specialist agency. Outsourcing PPC helps save valuable time, which businesses can then use to develop their products and services.

But, finding the right agency for your business can be a chore in itself. That’s why we’ve highlighted four signs you’ll know you’ve found the right PPC agency – read on to find out what you should look for when outsourcing your PPC.

They won’t sell you a dream and will have case studies to support their work

Many marketing agencies will fall into the trap of overpromising their clients and then subsequently, underdelivering results. Initially, you may put a lot of trust in agencies like this – because the likelihood of customer growth and lead generation seems high.

Here’s what PPC Account Manager Chelsea thinks about red flags to look out for when choosing a PPC agency:

An Image of Embryo's PPC Account Manager, Chelsea Powell

A red flag is the agency owning your own Google ads account and controlling the data, or the fact that you don’t have access to the account. This is your data and your investment, you must ensure your agency can not hold you to ransom by not allowing you full ownership of the account. A Green flag is an agency that communciate their wins but also their losses, clearly details their thought process and details their strategy, its not just campaigns built with the hope of performance, there is clear mapped out methodology behind the what and why of their strategy, and it aligns with your business goals.

But, when the results are less impressive than you expected, you’ll probably lose faith in them and wonder if the money you’ve spent was worth it. Which is why you’ll know you’ve found the right agency if they:

  • Are honest about the results they can deliver
  • Tell you what works and what doesn’t
  • Make the best use of your money

When picking an agency to outsource your work, it’s best to look for one that has vast experience in running PPC campaigns. One sign an agency has expertise and is credible within the PPC landscape is if they have a variety of case studies.

Case studies showcase how a PPC agency has worked alongside a business to attain its marketing goals. Look for case studies on an agency website that demonstrates how:

  • The agency has worked with and understood a client brief
  • What aims the agency has set prior to campaign launches
  • What results the agency has achieved post-campaign

A page like this, as demonstrated on our website, helps give evidence to support your successes:

A screenshot from the Embryo site showing the case studies section

They’ll set the right objectives and use in-depth and insightful reporting

Another sign that you’ve chosen the right agency to manage PPC, is that they’ll set the right objectives for your campaigns. Of course, most businesses will want to achieve several goals at once.

But, the right agency will prioritise specific aims within each campaign, so they can really focus on different aspects of PPC to get the best results. For example, if generating quality leads is your biggest priority, the right agency will concentrate on:

Reporting can feel like a task in any marketing campaign. But it’s incredibly important as it showcases what went well. It also justifies the efforts of the agency and highlights that they’re spending your retainer to meet your business goals.

But, simple stats aren’t an indication of thorough tracking and monitoring. Reporting should provide valuable insights that help inform your next campaign, so you can learn and improve. For example, key metrics might include:

  • The number of clicks and impressions – to showcase how many people have seen your ads
  • Cost-per-click (CPC) – as it affects your return on investment
  • Click-through-rate (CTR) – so you can see how much customer engagement your ads are driving

Want to know more about click-through rates? Have a listen to our PPC Lead George explaining what CTR is:

embryo logoWhat Is CTR?

They’ll understand your audience

One sign of a good PPC agency is that it takes the time to understand your audience. With your ads, you’ll want your audience to be existing and potential customers of your business.

But, if an agency doesn’t understand your demographic, they might use the wrong platforms and therefore get disappointing results. An experienced agency will therefore:

  • Get to know the traits of your audience – such as age, gender, location
  • Understand the platforms your audience uses – for example, if they’re younger they might mostly use TikTok
  • Consider what queries they might make – so they can inform their keyword research

Need help with your PPC campaigns? Turn to our PPC experts

Our expert PPC Team can help you with your auto-bidding strategies, and even demand-generation strategies. Dominate the market with our in-depth reviews & campaign action plans. We’ll even see it through to help you get the best results and improve ahead of future campaigns.

Interested? Get in touch today.

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FAQs

Answered by Callum Leonard

Who should use PPC marketing?

Any business can benefit from PPC marketing. Not only can you see tangible results instantly and track your progress, but you can also run campaigns across multiple channels. So if you have a large audience of all ages, you can target them on the social platforms and search engines they use the most.

Does PPC work for small businesses?

Yes, PPC can work for a small business. Of course, this depends on the company’s products and services. But generally, if you have a strong strategy and run high-quality ads, you could attract new customers and drive conversions to your website.

What proof other than case studies can show an agency’s success rate?

Getting testimonials from pre-existing clients.

Do I set the objectives or the PPC agency?

Set the objectives yourself so that both parties can be aligned to the end goal. It is the agency’s job to set expectations and realistic goals in order to hit that outcome. Examples include revenue and profit targets.

Can I trust an agency to be transparent with campaign performance?

Yes, you should own your own account and should have full access to the data. All reporting should be transparent and pulled directly from your Google Ads account.

How flexible are PPC agencies with changing business needs?

Here at Embryo, we are incredibly flexible. With good notice, it’s very possible to change your strategy or goals.

Deeper insights