As more people are flocking to digital channels, businesses are striving to rethink their marketing capabilities to increase exposure and enhance lead generation. Though the massive migration in consumer patterns and online behaviors has necessarily meant a big shift in value, businesses that fail to grasp the opportunity will be overtaken by competitors. Therefore, every business must take a step back to identify how their marketing strategies should adjust to the current demands.
Pay-per-click advertising or PPC ads is one such reliable strategy that businesses must adopt to reach out to their targeted audience at the right time, on the right platform. But before even reaching out to an agency for PPC ads, make sure that your marketing budget is aligned to your goals and that your website is capable of converting leads. Yes, the website plays a pivotal role in PPC ads, because if your website is not user-friendly, easy to navigate, secure, or relevant to the ads, then you may end up losing potential customers. So get in touch with a web design and development agency first and improve your existing website before taking on PPC.
What is Pay-per-click (PPC)?
If your business would not want to spend time or resources on organic Google rankings then PPC is the right strategy for you. It is one of the most popular search engine advertising methods and allows you to place your website on top of the search results. Organic SEO and website ranking strategies might take a few months to get your website ranking on Google, but with PPC advertising you can overtake competitors and display your site first. Obviously, this involves money, unlike organic SEO where businesses will not have to spend any money on paid promotions. Therefore, every time a PPC ad is clicked, the business or agency that manages the ad will have to pay the search engine a small fee.
But unlike a traditional ad or campaign, creating a PPC ad is not easy! PPC agencies have to go through tons of keyword research, competitor analysis, and much more to create a winning PPC campaign. They spend hours if not days researching and selecting the right keywords, organizing those keywords into well-organized campaigns and ad groups, and setting up PPC landing pages that are optimized for conversions.
This is why every business must make sure that they choose the right PPC agency to create relevant, intelligently targeted pay-per-click campaigns that do not charge exceeding amounts for ad clicks. If your business ads and website landing pages are useful and satisfying to the searchers, then Google will charge less for each click, which will lead to more increased ROI and customer conversion. Therefore, if you want to start making the best out of PPC for your business, then it’s important that you find the right marketing agency.
How Can Your Business Choose the Best PPC Agency?
Now that you know why PPC services are beneficial to improve website clicks and leads, let’s focus on how you can find the best PPC agency.
An ad consists of the best of everything! Such as the content must be appealing, the keywords included must be relevant, if images are included, its design must be attractive, and much more. If your PPC agency is not able to provide all the services you need to create a clickable ad then you must rethink your choice. There are several digital marketing agencies that can handle everything your business needs for an effective PPC strategy. Therefore, before hiring an agency make sure they are able to provide resources for the complete PPC advertising and not for just one segment of the ad.
Since ads cost money and the results show the amount spent, clicks received, number of bounces, etc, businesses also must be kept in the loop with this data. It doesn’t matter if you hire an offshore agency that might be unable to contact you on a daily basis, still they have to send you the complete ad report. The results from each PPC ad campaign will show whether the number of leads has increased or if it is actually making a difference in your business. Therefore, make sure that you hire agencies that offer transparent communication and provide you with complete reports outlining your campaign’s progress and metrics.
The PPC agency’s expertise is not just based on knowing how to use different ad platforms or tools to set up campaigns. Although these factors are still pretty important, the PPC agency must also have prior expertise in setting up ads for your industry. Such agencies will have more proficient knowledge about your industry, making it much easier for them to follow regulations, use phrases, and also will enable them to make decisions on what ads are worth and what is not worth it. Therefore, check their websites for case studies, client interviews, testimonials, ratings, etc, which can help reinforce their authenticity.
General Digital Marketing Skills
Even if your business is just focusing on just PPC at the moment, it would be wise to consider hiring an agency that provides other digital marketing services as well. For instance, if the agency also provides SEO services or Social Media campaigns, then they will be extremely proficient in extensive keyword research and competitor analysis. Such agencies will also have in-house web designers and developers who can create effective landing pages for your ad campaigns. These unique landing pages will be designed in a way that it enhances customer conversion by only focussing on what the customer wants. For this content developers can be assigned to create captivating content, designers can work out creative web designs and HTML developers can include clickable CTAs in the right place. This collaboration and combination of digital marketing knowledge will not only create ad content that stands out as unique among your competitors but will also significantly boost customer conversion.
There’s no doubt your business offers innovative products and services, but if you are not able to make an impression in the digital world then you are losing big time on revenue. A website development company in Toronto can precisely implement PPC campaigns that can help your business significantly by increasing brand awareness as well as enhancing website traffic, leads, and sales. Therefore, if you are looking for a PPC agency, make sure you follow the points mentioned above and make the right choice.