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7 Factors A PPC Agency Should Have

You now have a clear idea of your objectives, expectations, and level of involvement. So now is the time to start talking about the qualities to search for. Not all PPC Agency are created equal. Some specialize in certain sorts of advertising, while others focus on providing good consumer experiences across all platforms.

One isn’t inherently better than the other, but it all comes down to personal preference.

As a result, use these traits as a starting point for coming up with a list of viable possibilities. They’ll assist you in narrowing down your options to the PPC providers that are truly worth your money.

After that, you can meet down with them and discuss your options before making a final selection.

Let’s get started!

person doing ppc marketing in bluewater marketing

The 7 Factors of a good PPC Agency

1.  They’ll put importance on data, analytics, and outcomes.

Because you can immediately link revenue earned to ad spend, PPC is an interesting form of digital marketing. As a result, data and analytics are critical to future advertising success.

The finest PPC agencies know how to use numbers to come up with innovative ideas that will increase your overall return on investment. They create high-yield campaigns by combining what they already know and what they discover about your target market.

They also recognize the necessity of gathering as much information as possible and sharing that knowledge with you.

If something isn’t apparent on their website, make sure to ask questions to have a better idea before you deal with them. You can inquire about stuff like:

  • What tools do you use to track the most important PPC metrics?
  • Will you make data and outcomes available to us on a regular basis?
  • Do I have access to analytics and reporting on my own?
  • Is your solution accompanied by a comprehensive analytics report?
  • If that’s the case, what exactly do you include in those reports?


2.  First-party data sources and strategic collaborations

The more time you spend in business and the more campaigns you conduct, the more first-party data you collect about your target market and how they behave.

However, the finest PPC firms also have a large database of their own first-party data.

They also know how to apply it to forecast your audience’s purchasing behavior based on similar sectors and previous customers. They may also connect with third-party data sources in order to access their pool of data.

Smart agencies collaborate with key search and social media platforms in addition to data. New modifications and upgrades are first communicated to partners.

When things change, they’ll be ahead of the game.

Which, by the second, appears to be the case. As a result, these strategic agreements provide PPC firms with in-depth knowledge that non-partners lack.

If you’re unsure, look for signs on their website or ask them about it.


3 . Local search expertise

82 percent of smartphone users use search engines to find local businesses. They utilize terms like “near me” to pick where to eat lunch, buy, and entertain themselves, among other things.

Furthermore, 76% of those searches result in a visit to the business the same day.

So, if you want to generate foot traffic to a physical site, local search isn’t something you can afford to overlook.

It’s critical to appear in search results at the proper time, whether you’re selling things or meeting with clients.

Make sure to hire a firm that is well-versed in local search (both paid and organic). It’s possible that you won’t be able to locate this information on their website, so be sure to inquire.

It’s a good idea to ask questions like these during your initial call:

  • How do you go about achieving local paid search goals?
  • Can you share some local PPC results you’ve had for firms like mine?
  • We wish to reach out to the people in our neighborhood. Could you please explain how that works?
  • What criteria do you use to evaluate the success of location-based keywords?
  • Do you utilize bid modifiers for inquiries that are particular to a given location?


4. Capabilities for mobile optimization

Over half of all search ad clicks (53%) are made on mobile devices. The age of designing creatives and creating copy for the desktop first has come to an end.

It’s more critical than ever before for PPC advertising to be seen on a variety of devices.

And mobile optimization can be challenging, especially when mixed with constantly changing search and social algorithms. As a result, it’s critical to pick a PPC firm that understands how to handle this shift to mobile browsing.

Some agencies will advertise this on their websites, while others will not. So, during your initial phone contacts, be careful to ask questions to confirm they know what they’re talking about.

You can test this by asking questions like:

  • Are there any mobile-specific findings from earlier campaigns that you might share?
  • What are your opinions on creating PPC advertising for mobile devices rather than desktop computers?
  • Do you offer mobile-friendly copy and display advertising, as well as tips for how to improve them?
  • Do you use bid modifiers when it comes to mobile devices?


5. They concentrate on the appropriate PPC channels.

It’s critical to select a PPC firm that specializes in the platforms you want to employ, whether you’re interested in search, social, programmatic, shopping, or multi-channel PPC campaigns.

There is no such thing as a good or bad marketing channel. However, it is dependent on your end aim.

Some organizations specialize in search marketing, while others offer consultation, design, and management of paid social media campaigns. There are no two campaigns or PPC agencies alike.

So, first and foremost, you must comprehend what you’re seeking for.

What are the outlets you’re considering? Do you also require assistance with design or ad copy? Maybe you want to work together on a project, or maybe you want to remain completely hands-off.

Determine what you require and expect from a PPC agency and utilize that information to make your choice.

To ensure that your expectations and goals are a suitable fit, discuss them during your first meeting.


6. Impeccable keyword research

The quickest way to earn a return on your investment is to target commercial-intent (transactional) keywords. People that search for “Buy iPhone X” or “best web hosting services” are ready to buy.

PPC advertising isn’t solely for the purpose of producing more money. Perhaps you’d like to expand your email list in order to bring in more prospects into your sales funnel. Alternatively, you could enhance brand awareness. Alternatively, generate traffic to boost ad revenue.


Regardless of the ultimate goal, your PPC agency must comprehend the objective of your campaign and assist you in selecting acceptable keywords to target.

This isn’t something you’ll find on their website very often. As a result, you’ll need to do some digging.

Here are some excellent questions to ponder during your initial call:

  • How do you choose which keywords to concentrate on?
  • What tools do you use to conduct keyword research?
  • Could you tell us about a keyword approach you used for a similar company?
  • What criteria do you employ to determine whether or not a keyword is working well?


7. Expert in all aspects of digital marketing

PPC advertising isn’t a one-way street.

It’s usually just a small part of a larger digital marketing plan.

The finest PPC companies understand this and work with you to develop effective campaigns and PPC strategies that support your long-term business objectives.

Sure, PPC necessitates the use of strong keywords that target the appropriate audiences. However, it goes far beyond that.

Strong agencies see the broad picture and, because they’re also great marketers, they can often assist you to enhance other aspects of your digital marketing strategy.



There are many PPC agencies out there, but they are not all created equal.

Many business owners now simply conduct a short Google search before selecting the most cost-effective PPC service available…

But believe us when we say that this is not the way to go.

Instead, devote time and effort to studying more about your numerous possibilities and determining which is the most likely fit for you.

Best of luck in your search for The One!


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