How to choose the right PPC agency for your business?

So, you want to invest in some Pay Per Click marketing. Great! But how do you go about choosing an agency to manage it for you and are there any red flags you should look for in the process? Here, we outline a few questions you should ask yourself before signing up to a contract.

Is PPC right for you?

PPC, while potentially highly effective, isn’t always the right solution for your business. Before embarking on a campaign, make sure that the following apply:

Trying to launch a campaign for car insurance, for example, with a budget of £500 a month isn’t going to get you far, because the competition is fierce and the average cost per click is high. Equally, sending traffic to a website with sub-standard landing pages will not only affect your quality score in Adwords, it could frustrate potential customers and cause them to leave in favour of using a competitor.

What do you want from the agency?

Different clients want different things from their agency. Some want a little support with tweaks and advice here and there, others want their agency to do everything, from account setup to day-to-day campaign management.

When chatting to agencies, be clear on what you want from them and how involved you like to be. Do you simply want a monthly report or do you require weekly calls where you can deliver updates on product sales, upcoming offers and such? Do you want them to challenge you on certain points?

Take a look at clients the agency has worked with previously – how do their cultures and agendas look next to yours? Can the agency apply different tactics for your campaigns to make a smaller budget go further, for example, or are they suggesting the same approach for you as for client with a completely different budget, target market or product?

What does success look like?

Before you hire anyone, know what you want from your campaigns. Are you aiming for more traffic, or better quality traffic? How easy is it for you to make any on-site changes suggested by the agency to improve conversion rate or user experience?

Have an idea of how you define a successful campaign, and don’t be afraid to ask for an honest opinion of whether it’s achievable and how much budget you’d need. Beware of upfront promises of vast traffic increases or high conversion rates – it’s easy to get drawn in by projected figures, but a good agency will know that it takes time and refinement to achieve the results you want.

As an established PPC agency in Kent, we help businesses across the south east with their search campaigns. Get in touch with us today if you’d like to discuss your requirements or need some advice.

Jon is the founder of the Search Mechanics, specialist PPC agency based in Kent.
He has worked in the PPC industry for over 15 years and has a wealth of knowledge when it comes to all things related to online paid search including Google Ads and Bing Ads, he also has a thorough understanding of ad server systems as well as Google Analytics.