Choosing the Right PPC Agency for Your eCommerce Business: 6 Key Factors
This is what you should look out for when choosing a PCC agency for your eCommerce store.
Updated January 14, 2024.
Search ad spending has seen predictable year-on-year growth and is only expected to continue the trend. Data from eMarketer shows that the search ad industry hit $99 billion in 2022 and is expected to grow to $136 billion by 2026. This continuous growth trajectory is no surprise: when done right, digital advertising continues to be one of the highest-performing strategies for brand growth.
So how can you be one of the brands that's doing it right? It all starts with learning how to choose a PPC agency that gets the job done well. In this article, we'll look at how you can find the best PPC agency for your growing business.
6 key factors to help you choose the right PPC agency
- Industry experience and expertise
- Track record and success stories
- Transparency and communication
- Customization and strategy
- Data analysis and optimization
- Budget management and ROI
1. Industry experience and expertise
First things first: your agency needs to know what they're doing, and this is best measured by their experience and expertise with running PPC campaigns in your industry. Each industry will have its own unique considerations and requirements—a campaign in the finance industry generally won't have the same best practices as one in the eCommerce beauty industry.
Industry expertise will help agencies navigate the nuances of each market, better understand competitors and audiences, and choose the most effective keywords, campaign settings, and strategies.
2. Track record and success stories
To get a better idea of an agency's industry expertise, as well as their overall ability to build and manage successful PPC campaigns, look for things like a portfolio, case studies, and client examples. These types of documents can show whether the agency has a demonstrated track record of success for previous clients. You may be able to find case studies on their website or social media. If not, just ask them directly.
3. Transparency and communication
You need to be able to trust your PPC agency. You also need to know what's happening in your campaigns and be able to have an active voice in the daily decisions. This is why transparency and strong, clear communication are critical when looking for the right PPC agency.
They should provide you with regular updates and comprehensive reporting so you always know how your campaigns are going. To figure out the communication style of a potential agency, ask them questions like:
- How they communicate with clients (email, phone, video calls, etc.)
- How often they communicate with the average client
- How often they send reports and updates
- How they handle unexpected issues and client inquiries
- Who your point(s) of contact will be, and their position at the agency
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Want to make sure you choose an excellent PPC agency the first time around? Mayple was designed to help eCommerce business owners and managers like you connect with PPC agencies and other marketing experts. Mayple ensures that you have access to high-quality agencies with experience in your industry and niche. With data-based vetting and AI-powered matching, you can be sure you're in safe hands.
4. Customization and strategy
Like any other marketing strategy (or any business strategy, for that matter), a one-size-fits-all approach won't work for PPC campaigns. Every eCommerce brand will have its unique circumstances, including needs, goals, audience, industry conditions, competition, budget, obstacles, and more.
That's why your PPC strategy should be customized to where you are and where you want to be. One of the key ways you can tell if you'll get a high-quality, customized PPC strategy is to pay attention during consultations and negotiations. Are they taking the time to really understand your business, goals, and market? Are they showing their knowledge of nuanced business strategies and providing insights into what they might recommend if you sign on as a client? If so, you may be on the right track.
» Find out how to audit your PPC ads like a pro.
5. Data analysis and optimization
It's one thing to build a solid initial campaign, but it's a completely different ballgame to continuously analyze and optimize it for the long haul. The best PPC agencies put a high value on data collection and analysis so they can make data-informed decisions about what to do next. In an ideal scenario, this optimization is running constantly in the background, with the agency making tweaks and changes on a regular basis—even weekly or monthly.
When interviewing PPC agencies, ask them about their analysis and optimization approach. How often do they review campaigns and implement optimizations? What KPIs (key performance indicators) and metrics are they tracking? What tools, platforms, and practices do they use? At the very least, they should be using Google Ads built-in analytics if they're running campaigns on Google Ads.
» Check out our list of the top PPC platforms.
6. Budget management and ROI
Effective budget management is a non-negotiable when it comes to PPC campaigns. An agency that knows its stuff can calibrate your bids just right, aligning them with the real value they bring to your business.
It's not just about saving money but making each dollar work as hard as possible for you. To guide your budget conversations with potential agencies:
- Clearly indicate your budget limits and ask the agency how they will manage within those confines to achieve your goals.
- Request a detailed plan on how the agency proposes to allocate your budget across different PPC elements like keywords, ad placements, and targeting options.
- Inquire about the agency's fallback strategies for situations where budgets overshoot or underperform.
» Learn how to get the most out of your budget by reading these PPC books.
Closing in on the perfect PPC agency
Choosing the right PPC agency is a crucial step toward eCommerce success. Now you have a comprehensive guide to help you on your journey to choosing the right one. Remember to look carefully at the factors we've discussed, including industry experience, proven track record, familiarity with the latest PPC trends, transparency and communication, customization and strategy, data analysis and optimization, and budget management and ROI. Weight them out with your specific needs and goals.
Don't forget to explore Mayple as an additional resource—it can save you tons of time and headaches when it comes to connecting with the right PPC experts.
» Looking to further grow your wins? Check out this guide on how to find PPC keyword ideas.