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Gaining traffic and brand traction can be tricky at the best of times.
Often, you’ll find yourself trying to work out why social media or blog content is getting less traffic than it should.
Effective PPC (pay-per-click) advertising can help amend this and drive traffic to your web pages.
However, if you’re part of a start-up or working in a small team, there might not be as much resource for monitoring PPC.
That’s where a PPC marketing agency comes in. Here, we’ll discuss the benefits of hiring a PPC marketing agency and how to choose the right one for your brand.
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Before we jump into the benefits, let’s quickly recap what we mean by the term ‘PPC.’
In marketing terms, PPC is the acronym commonly used to describe pay-per-click marketing.
PPC typically focuses on paid marketing efforts in Google Search (as opposed to organic content marketing). With PPC, a brand pays when someone clicks on their link.
In return, Google places the paid or sponsored content above competitors for that given keyword phrase.
For example, if you run a Google search you’ll typically see that the top few results have text above them that states ‘sponsored,’ indicating that they are PPC ads.
As you can see from this screenshot, one of the main benefits of PPC advertising is that your results appear above the top-ranking organic search results.
With that in mind, let’s take a look at the benefits of opting for a PPC marketing agency.
One of the biggest benefits of opting for a PPC marketing agency is the flexibility it provides.
When you are considering PPC for your brand, you have three main options.
Hiring an in-house team can have a higher cost, especially if you want to do it right, and a freelancer, depending on their availability and project requirements, may not be able to keep up with the scale.
However, a PPC agency can scale up and down as needed, making it ideal for businesses that require different levels of PPC depending on the season or the situation.
While this benefit isn’t specifically for PPC agencies and more about PPC in general, it is important to note that an effective PPC campaign can significantly increase traffic and take some of the pressure from other areas.
For instance, running a PPC campaign can be an excellent support to advertise content, and complement organic traffic.
Another benefit of working with an experienced PPC agency is that it can significantly improve brand authority. For new brands especially, it can be tricky to gain a foothold in industries where brands are well-established.
Plus, not all brands have the budget or time to build brand authority through organic measures. PPC agencies can offer a great bridge for that and offer businesses a quicker route to improved brand authority.
PPC agencies have expertise in building audiences and monitoring campaign budgets. For instance, they can help you design campaigns that target specific locations (which is great for local businesses).
This also lends itself to a more balanced approach to budgeting. They can monitor campaign budgets and make sure that your budget is being prioritized for the most impactful and effective campaigns and audiences.
Lastly, PPC agencies often come with in-depth and vital reporting and analytics. They can provide you with a ton of information about campaign performance and how your audience is interacting with the ads.
All this information can help identify other avenues to explore, as well as tweaks to optimize the campaigns you already have running.
Here’s how to spot the right agency for your PPC marketing goals:
First and foremost, you need to set yourself a budget. Research beforehand to understand what a competitive rate for a PPC agency in your area and industry is.
Then, reach out to PPC agencies in your budget. If they don’t have pricing on their site, it’s still worth reaching out and being candid with what your brand’s budget is, so everyone is on the same page.
Another factor that many brands don’t consider is specific industry expertise.
Focus on agencies that work specifically in the same (or a close) industry as your brand’s. That way, they’ll be familiar with the nuances, audiences, and advertising language that converts well.
Search for real customer reviews, case studies, and testimonials. That way, you can be confident that a PPC agency is delivering top-quality results for their customers.
Lastly, many reputable PPC agencies will offer a paid trial, that way you can evaluate the results of the campaigns before committing to a longer or more expensive PPC campaign.
There are a ton of benefits to working with a PPC marketing agency. Just be sure that you do plenty of research, check customer reviews, and look into a trial campaign with the agency first.
PPC often comes with a steep learning curve, so working with an agency is an excellent way to support startups, small businesses, and marketing teams while getting your website in front of a large audience.
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Then, learn more in our marketing agencies series:
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