How to choose a new pay per click agency

Many business owners operating small to medium sized enterprises will agree that one of the best ways to free up time and resources is to delegate search marketing to a pay per click agency. Keeping up with the performance of PPC campaigns while simultaneously keeping an eye on advances within the PPC industry is a full-time job in itself, which is why a good pay per click management agency is worth their weight in gold.

If you’re unhappy with your current PPC manager, or simply want to outsource to take the load off yourself or your employees, there are a number of things to consider before committing to working with a pay per click management consultancy.

Have you identified your working relationship structure?

The way your company operates should influence the sort of pay per click agency you opt for. The prospect of arranging a well-managed PPC campaign can be exciting, but it’s important not to get bogged down in buzzwords and remain realistic – a good pay per click agency should be able to work to your company structure. Whether you’re methodical and linear or creative and innovative, your agency should march to the beat of your drum. Ultimately, a campaign manager should be approached in the same way you would a company employee – treat your initial meetings like interviews in order to find out how the agency can fulfil your specific requirements.

What are your expectations from a new pay per click agency?

How to choose a new pay per click agency will vary based on your expectations – are you expecting rapid ad copy turnaround or do you want your PPC agency to pore over the details with a fine tooth comb? Will your agency have full creative control over your campaigns or are you expecting to have some input? Are you planning purely PPC campaigns or do you intend to work on SEO as well? How do you intend to communicate and liaise with your campaign manager? These are all questions you need to ask yourself in order to define what your expectations are.

Take a look at the bigger picture

When choosing a PPC agency, treat the relationship as a marriage as opposed to an affair – in other words, don’t enter into a contract lightly, and consider the future. Where do you see your business in two or three years’ time? Can your PPC agency cope with upscaling in the event of growth? Are you planning on outsourcing your PPC long-term? It’s important to be prepared.