What Exactly Does A PPC Agency Do?
Why do companies choose to outsource pay-per-click management? What exactly does a PPC agency do for them? Does it make sense to hire an external firm or should you handle your own accounts? Working with PPC agencies that don’t give you what you need can be a frustrating process, which in turn will cost you time & money. If done right, however, it can easily become a game-changer for any business interested in driving new leads or increasing their customer base without breaking the bank or hiring more staff members.
What Is PPC Management?
The practice of controlling a company’s PPC ad spend is known as pay-per-click (PPC) management. This frequently involves developing plans and making ad purchases while keeping the entire cost to a minimum. This can be done by the e-merchant or vendor directly, or they can employ a specialized PPC management business to execute it for them.
PPC management is typically seen as an ever-evolving art in which complete optimization is impossible to achieve but remains the goal.
What Does A PPC Agency Do?
The term “pay-per-click” refers to a way of compensating marketers. Rather than paying for the ad to be displayed, advertisers with PPC pay only if their ad generates a reaction (typically a click).
Google Ads (formerly known as Google AdWords) is the largest and most well-known PPC advertising network, powering the ads that display above and below the organic search results on Google. The PPC ads are marked with a red box, whereas the organic results are emphasized with a green box in this screenshot.
Microsoft Advertising’s PPC advertising is also available on the Bing search engine (previously known as Bing Ads). As a result, a PPC firm should be able to build up and manage campaigns on both of these networks for you.
If you have an eCommerce website, most PPC companies can also execute display ads for you on networks like the Google Display Network and/or Google Shopping campaigns.
A PPC firm will also typically provide social media advertising services for clients that wish to run advertisements on LinkedIn, Facebook, or Twitter, even though they are sometimes charged on a CPM (cost per thousand impressions) basis and aren’t PPC ads, strictly speaking.
What Is The Structure Of A PPC Agency?
Account managers, PPC executives, paid search specialists, display campaign managers, and other positions will be available at most PPC agencies.
Your account may be handled by a single person or a combination of the above staff, depending on the size of the agency. In either case, you’ll usually have a single point of contact within the agency, who may or may not be involved in the day-to-day management of your PPC ads.
The day-to-day management of your campaigns may be delegated to a junior employee with little or no experience with Google Ads and other PPC platforms. When I used to give regular PPC training sessions, I frequently had delegates who had previously been working at an agency for a few months looking after clients’ PPC accounts and were only now being sent for any training!
Who Should Hire a PPC Management Firm?
While some businesses may balk at the additional cost of employing experts to run their PPC campaigns, it may often pay for itself through increased efficiencies.
The following are some good candidates for selecting a PPC management company:
- Anyone who is new to online marketing.
- Companies that do not have an in-house advertising department.
- Small businesses with insufficient personnel to effectively manage PPC.
- Those who can’t afford the sometimes expensive database and software solutions required for effective PPC management.
PPC management companies have extensive experience in the field, as well as industry connections and established links to existing advertising platforms. They can help smaller internet firms compete on an equal footing with big ones.