PPC (or Pay Per Click) is one of today’s popular terms referring to paid advertising online. PPC gives more accurate results when compared to traditional online advertising and promotion.
The power of PPC is underrated in the eyes of some companies – however in 2022, if you are not running Google ads you are way behind pace.
In PPC marketing, advertisers place variable bids on specific search terms and keywords associated, they are then able to curate search, display, app, discovery, and many other forms of ad types for users to see when ”Googling” or searching online.
When it comes to hiring an agency there are several pricing models that should be discussed. The most popular is a CPM or cost per mille (thousand) impressions when it comes to buying.
Although nobody can guarantee your website will receive stellar results – you are getting the most bang for your money when going the agency route – experience wins every time.
The whole point of working with an agency is for them to help you find the right place, send the right message, and optimize your metrics to scale. It’s really that simple when you think about it.
When you initially talk with a PPC agency ask them about their buyers’ experience. In this day and age – a lot of people start agencies so employee retention coupled with positive results is what you’re looking for.
Depending on your desired platform, your dedicated ad agency buyers will work on your company’s behalf to market your goods/services in the best light possible.
So I mentioned that there are a lot of advertising agencies today – with working from home ever so prevalent it is important to vet your potential agencies before committing to anything
How can you be sure an agency is not all talk? Again – thanks to Google and countless other digital resources (i.e. Yelp, Angie’s List, G2, Capterra, etc) where you can see what real clients had to say.
Most agencies will boast about it on their homepage, offer pages, contact, or about us page on their website so keep an eye out for awards and badges they might have received.
It’s important to ask questions, you will be expending a lot of time and resources. This is an investment and the ad agencies should make you feel comfortable above all else.
Here are some quick questions you can ask:
Are they active in the industry? Does their team attend networking events? (If so, which ones)
What is their retention and/or churn ratio when working with new clients? How long does it really take to get the ball rolling?
Do they have any case studies and ebooks available you could take to your team?
When looking into an agency look out for those with deep portfolios. What do I mean by that? Agencies that have worked in every industry vertical are the best options when starting out.
Companies that offer Google, Bing, Facebook, Native, Email, SMS, and more are the top dogs – these companies have clear processes in place and are able to handle your workload.
Furthermore – during your first conversations ask them to shoot over some case studies or trusted reviews that you and your team can review.
See if they work with any of your competitors (or have in the past) – surprisingly, agencies can bring more support to your companies in other ways besides running ads
Lastly – see what their portfolio was in terms of budget sizes. Are they only used to working with bigger brands, maybe smaller budgets, or ideally they should have a nice blend of both.
When it comes to communicating with your agency it should be seamless. They are spending your money, so ideally they should be at your becking call.
Now don’t go overboard but you should be able to get answers in a quick manner. Whether that is via a centralized dashboard offered by the agency or a shared spreadsheet.
One personal recommendation that I will insist upon is a Slack or Skype channel where chats can exist in real-time. Stop emailing – it is way too slow!
How long are clients staying with them? Months? Years?
Now, this is important because you want to make sure this pans out, and a huge testament to an agency’s success is how long clients stick around.
On average, and depending on the service you can expect clients to stick around for 6-24 months.
Some clients want to learn and then go off on their own internally (which is 100% fine of course) and some clients would rather outsource their paid efforts.
Hopefully, these quick 5 questions help you pick out the right agency!
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