Think of a pay per click agency as a brokerage firm and your PPC specialist as your stockbroker.
Like the stockbroker, it’s a PPC specialist’s job to make sure you get the most bang for every dollar you invest in a PPC campaign. It is important to audit your current PPC specialist and SEO company periodically to measure how well they are investing your PPC budget. Look for these 4 crucial indicators of a reliable PPC company.
PPC Company Certifications Up To Date
Any reliable Dallas PPC agency will be open and transparent about its certifications. A company that does not disclose this information up front is likely hiding certifications that are out-of-date or non-existent.
You should only work with a company that has current certifications in any PPC platform or service they are offering. This process can be as simple as looking at the company’s Google Partner or Bing Ads Professional Accreditation pages to verify that they are current.
Fortunately, Google Ads makes the process even simpler by making a list of all certified members on its website. Don’t just check to see if a Dallas digital marketing company is certified, double check the name of the certification of the specific PPC specialist that is handling your paid search campaign.
Defined Goals and Metrics
A PPC company worth your time will make it clear what your success metrics and goals are upfront. Upon visiting the company’s website, you should have a solid idea of what their corporate ethics, specialties and strengths are.
One important metric a PPC company can provide are numbers that point to an increase in visitors to your website who make a conversion. The amount of clients who click on a PPC ad to your website and then fill out your online contact form is a great example of a conversion metric. Another crucial metric to define is your cost-per-click to profit ratio.
You should never pay for the continuation of a keyword campaign that does not produce a profit greater than the amount you spend getting users to click on your PPC ads.
Management of Key PPC Metrics
It can be difficult to determine whether your PPC agency in Dallas is offering you the best possible ROI, cost-per-click rate, and bids. The easiest way to do so is to look at the essential metrics that affect your advertising campaign. Your PPC agency should provide you with an in-depth analysis of the effectiveness of specific keyword campaigns. Without this information, there is no way to determine whether your advertising dollars are being spent in the most effective way possible.
Your cost-per-click ratio refers to the average amount you have to spend to earn one click or visit your website. This ratio is crucial in deciding whether to raise or lower bids in programs such as Google Ads or Bing Ads. Lowering or raising a bid at the right time allows you to get the highest conversion rate out of the lowest cost-per-conversion. Looking closely at your landing page score or experience also tells you how useful users find the material on your page, how easy your website is to navigate, and how likely they are to become customers.
Confirm the Education Process
When it comes to the constantly changing world of PPC advertising, there is always something to improve. Look for a PPC company that values progress and encourages employees to educate themselves to manage ads that cost less and produce more conversions.
The easiest way to assess this corporate value is asking how the company remains up-to-date on the latest trends and regulations in PPC marketing. The publications and training modules a company follows will tell you a lot about how they obtain knowledge within their industry. You should work with a company that has its ear to current PPC tactics with the goal of updating the strategies used to further your brand’s reach with new strategies.
Successful PPC campaigns thrive on transparency and metrics that steer the course for your website’s success.
Contact us or call (817) 642-9686 for more information on how Thrive Internet Marketing Agency can help our business succeed through PPC marketing.
