As competition in the online landscape continues to heat up, more companies are beginning to invest in agency support. These days, there are dozens of PPC agencies, all offering a variety of specialized or full-stack services specifically catering to big and small businesses.
Here are some of the most important points to consider when hiring a PPC management agency.
Proven Experience with B2B Clients
When choosing a B2B PPC agency, it’s vital to select one with a proven track record in the B2B sector.
B2B agencies will be familiar with the unique characteristics of B2B marketing, such as:
- longer sales cycles
- multiple decision-makers
- complex purchasing processes
A B2B PPC agency with this background will understand how to craft impactful messages targeting business decision-makers, select the ideal platforms and ad formats, and optimize campaigns for maximum return on your ad spend.
Furthermore, an agency’s experience with B2B clients will be evident through their case studies and examples of successful campaigns. They should be able to demonstrate successful outcomes across various PPC strategies, including search ads, programmatic advertising, and lead generation.
Deep Understanding of the B2B Market
Apart from experience with B2B clients, a suitable PPC agency should also demonstrate an in-depth understanding of the broader B2B market. They need to grasp the nuances of the B2B purchasing lifecycle and be aware of the various marketing channels frequented by your target audience.
They should be able to leverage their understanding of the B2B market dynamics to optimize your PPC campaigns, whether the goal is brand awareness, lead generation, or performance marketing.
Moreover, the agency’s understanding of the B2B market should extend to your specific industry. While it isn’t necessary for the agency to specialize exclusively in your industry, they should exhibit knowledge of your target audience, marketplace, and the type of PPC campaigns that will work best for your business.
Familiar with Suitable PPC Platforms for B2B
While Google is often the go-to platform for PPC campaigns, it’s not the only game in town. Many potential B2B customers engage on other platforms such as Microsoft/Bing and LinkedIn, the latter of which has become a key destination for business professionals seeking industry insights and collaboration.
An exceptional B2B PPC agency possesses comprehensive knowledge of various PPC platforms that can be effective for B2B businesses, including Google Ads, Facebook Ads, YouTube Ads, and Twitter Ads. Understanding the strengths and weaknesses of each platform, they can guide you in choosing the most relevant channels for your campaigns, taking into account your business goals, target audience, and industry.
Transparency and Reporting
Look for an agency capable of providing you with consistent, easy-to-read reports and insights into your marketing campaigns. It’s also worth looking for a company that sets realistic goals for your company. Don’t trust any PPC agency that promises you a certain result, as it’s never possible to accurately predict the exact outcomes of any campaign.