45% of small businesses use pay-per-click advertising. This strategy makes sense, as studies show that businesses see a $2 return on investment for every $1 in paid ads.

If your company doesn’t use this advertising strategy yet, it’s time to start thinking about pay-per-click management services so that you can begin to reap the benefits of this kind of marketing.

Different digital marketing companies offer different strategies, techniques, and campaign management styles to their customers. How do you choose the right pay-per-click management services and company?

Take a look at our guide to help you figure out what you need and what kind of company can help you reach your goals

What Kind of Business Needs PPC Management?

Every type of business needs pay-per-click advertising management.

You can benefit from PPC and SEO efforts whether you’re a small online shoe store or a larger dropshipping store that sells internationally. Whether you’re in the legal, medical, sports, or food industry, pay-per-click ads work for you.

The only kinds of businesses that might not see outstanding results from PPC are the businesses that are in a referral-based or relationship-based industry.

However, even those kinds of companies benefit from certain pay-per-click strategies, such as building brand awareness or lead generation.

Pay-per-click advertising and SEO are right for your company if you have trouble:

  • Attracting high-quality traffic to your website
  • Converting visitors into actual leads
  • Seeing traction from any of your marketing efforts
  • Building awareness around your brand
  • Figuring out your niche market
  • Don’t know which keywords are going to convert at higher rates

If this sounds like your business, pay-per-click marketing can help you.

The best part about this kind of marketing is that you don’t pay unless someone visits your website or landing page, making it one of the most cost-effective forms of digital marketing.

What Does a PPC Management Firm Do?

Now that you know a bit about whether this kind of marketing is the right one for you, it’s time to figure out what exactly goes into it.

Understanding what a pay-per-click management firm does will help you choose the right one.

A high-quality digital marketing firm should offer a full suite of PPC services, including:

  • Full website analysis
  • Keyword research
  • Landing page design
  • Campaign structuring
  • Campaign monitoring
  • Analysis and changes to campaign
  • Remarketing
  • Reports and analysis of results

While this list isn’t exhaustive, it’s a good place to start when researching basic PPC services.

A quality company will monitor your campaign and make the adjustments needed for full optimization and the highest click-through rates possible.

A pay-per-click management firm will get to know your business, formulate a campaign with optimized keywords, and then create and monitor your campaigns with individual ad groups.

If a company doesn’t offer this or only provides you with one part of the service, move on to the next.

Choosing the Right Pay-Per-Click Management Services

What’s important to look for when you’re choosing the right pay-per-click management company?

The answer depends on your goals and what your budget is.

If you’re looking to build brand awareness, you might find that one company is better at devising display ads than another.

If you don’t have the biggest marketing budget, a percentage fee for every conversion might be more feasible for you. There are many factors, but here are the main things you should ask yourself and the pay-per-click management firm before signing any contracts and closing any deals.

What Are Your Goals?

Are you looking to increase the number of impressions on your website’s homepage, or are you looking for actual lead-generation services? Does the previous question confuse you?

If so, don’t worry if you’re unfamiliar with paid advertising terms as a business owner; a quality pay-per-click management company will guide you through understanding your needs and setting goals accordingly.

These goals dictate how the company manages your account, underscoring the importance of clear goal-setting and ensuring the management company comprehends them from the start.

This is important as it will ensure that the company knows which metrics to track and focus on. This includes:

  • Impressions
  • Total clicks
  • CTR (click-through-rate)
  • CPC (cost per click)
  • Cost per conversion

Again, it shouldn’t be your job to track or even think about these metrics. A good pay-per-click management company should be able to do this for you according to your overall business goals. You want a company that will make your life easier, not harder.

Choosing the right company will depend on what your goals are. Knowing what they are before jumping into the process will help you make better, more informed decisions.

Campaign Management Fee Amounts

When it comes to choosing the right SEO and PPC management firm, think about the cost of these services.

Developing a solid marketing budget is crucial before investing in paid ads and other search engine marketing strategies. This budget helps determine your monthly ad spend, guiding your decisions on choosing a management firm that aligns with your financial goals. It’s essential to avoid firms that insist on costly long-term contracts and prioritize flexibility in campaign management fees.

Look for companies confident enough to offer monthly or a la carte services, ensuring their commitment to delivering results within your budget constraints. Additionally, confirm that the management fees cover various pay-per-click platforms, not just Google, for comprehensive campaign coverage.

All-Inclusive Pay-Per-Click Services

When you’re choosing your pay-per-click management company, it’s important to verify whether they manage paid ad campaigns across multiple platforms.

This includes pay-per-click advertising through search engine marketing on Google and Bing.

It also means that they should manage campaigns on all of the different platforms within both Google and Bing, as well as social media. This includes:

  • AdWords
  • Shopping List
  • Display Network
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

Look for a marketing company that allows you to customize basic packages with additional services.

These may include creating a high-quality landing page and designing banners for remarketing. If they don’t offer these or charge exorbitant fees, consider other options. Emphasize the importance of ROI over clicks from the outset.

Remember, while paid ads can boost brand awareness and website traffic, conversions are the ultimate goal. Choose a marketing partner that shares this focus on achieving a return on investment.


Does the Company Understand the Importance of Remarketing?

Ensure the PPC management service covers remarketing, a vital aspect that boosts conversion rates by targeting previous ad clickers or website visitors. Confirm its inclusion in the standard package and inquire about additional services like custom banner design for a comprehensive strategy.

Remember, visitors are 70% more likely to convert after seeing a remarketing ad than after viewing the initial campaign. So, when choosing the right pay-per-click management services, emphasize the importance of including remarketing in your PPC marketing package to maximize your conversion potential.

Marketing Companies That Do it All

Choose a marketing company specializing in pay-per-click advertising and management, ideally with expertise in various digital marketing areas. This broader skill set ensures they can support your evolving needs, whether it’s enhancing your website, managing social media, or delving into video marketing as your business grows.

Opting for a versatile agency streamlines communication saves time, and facilitates a cohesive marketing strategy tailored to your long-term goals. Clarifying your objectives upfront allows them to craft comprehensive plans integrating pay-per-click alongside other strategies for accelerated progress toward your vision.

Getting Started with Pay-Per-Click Management

Ready to get started with pay-per-click advertising?

Take a moment to think about everything mentioned above and formulate an initial idea of what you’re hoping to get out of it.

Then, contact us to find out whether or not our pay-per-click management services are right for you.

You can text, email, or call us, whichever is easiest for you!

We’ll take some time to learn about your business and your marketing goals, then we’ll go over what kind of service and plan we think is best.