6 Ways to Evaluate Your PPC Agency

Many agencies do a great job of managing PPC advertising but there are times when a change can be warranted. We’ve put together a list of 6 things to consider when appraising your current agency.

1. Are you getting measurable results?

A huge advantage of PPC is its accountability. Knowing your average cost per click (“CPC”) or conversion rate however isn’t enough.

What matters is how an agency influences your performance over time. If improvements to your key performance indicators have plateaued or are in decline then it may be time to get a second opinion.

2. How good is your business relationship?

The relationship you have with your PPC agency is critical.

A good agency should be commercially aware, take time to understand your business and establish key performance indicators. This should include an understanding of the competitive landscape you operate within.

Continuity, in terms of who manages your account on a day to day basis, is important. A named contact or dedicated team can get to know your business in far greater detail over time.Conversely pooled responsibility for a range of PPC campaigns can dilute expertise.

Your PPC team should be responsive to your needs and the services offered both flexible and adaptable over time. If your agency is failing to deliver on promises or you believe your relationship is otherwise sub-par then a re-evaluation may be required.

3. What value does your agency provide?

Ultimately the decision on any PPC agency comes down to the value they offer your business.

An agency charging higher rates but achieving great results may offer far greater value than another offering lower fees but whose advertising is largely ineffective.

Measuring your agency’s progress against intelligent performance metrics is key with ROI on your overall advertising spend being the most important factor to consider.

4. How innovative is your PPC agency?

PPC agencies are only as good as the staff that work on your campaign. A commitment to professional development and staying up to date with the ever changing world of the likes of Adwords and Bing Ads is thus essential.

Innovation goes beyond simply using the latest tools – it also matters how they are applied. Beyond best practice this also means thinking creatively about how PPC can best be applied to a client's benefit.

5. Reporting and Feedback

If you choose to outsource your PPC advertising it’s essential that you get regular and intelligent feedback on how things are going. Intelligent reporting should be actionable or offer insight rather just simply updating figures.

It’s important to agree key performance indicators at the outset and measure campaigns against these on an ongoing basis. Reports should be customised towards the needs of different stakeholders – it’s unlikely your CEO will require the same level of detail your marketing manager will.

A good working relationship goes a long way. Ongoing feedback and discussion between client and agency rather than reporting at arbitrary intervals is far more likely to get results.

6. How does the agency’s fee model influence their motivation?

The motivation of your PPC agency is an often overlooked consideration.

On the face of it certain pricing models may seem to promise a lot or offer to minimise risks. If as a result there is little to be gained by the agency it’s unlikely that you’ll get their full attention when it comes to maximising the potential of your PPC campaigns.