What to Look for in a Pay-Per-Click Management Company

It takes time and know-how to manage a PPC strategy. And if you don’t want to learn PPC on your own, it could take a long time to find the right PPC agency for your business.

However, you’ll have a better chance of finding a compatible marketing partner if you narrow your search to companies that can provide the following things:


The best agencies in the PPC agency will have certifications from Google AdWords and Bing Ads.

A lack of certification doesn’t necessarily mean a PPC company is bad at what they do, but it does raise questions about their knowledge and dedication.

It’s simply safer to go with an agency with marketers who are certified. That will give you the peace of mind to know you’re working with a firm whose specialists know how to navigate the PPC landscape.


If you’re happy with a service provider, you want to work with them for as long as possible. You also want to be able to end a relationship that isn’t working out. Find out whether a PPC management company offers alternatives to long-term contracts — like free trials — and keep looking if they don’t.

You don’t want to waste a year or two working with a company you don’t like, and you don’t want to keep paying for subpar service.

Focus your search on companies that offer services with a trial or monthly period — or ask if you can have a brief period before you sign a contract to test out an agency’s services. This allows you to move on if you’re not getting the results you want.

Strategic thinking

Are you looking for someone to help you develop full PPC campaigns or just manage your budget?

You may prefer one or the other, but the best agencies will work with you create PPC campaigns that relate to your industry and bring qualified traffic to your site.

Best of all, they’ll stay within your budget, too.

Besides, unless you spend your entire day thinking about PPC, you probably aren’t as familiar with it as someone who does.

Even if you aren’t looking for a strategic partner, a PPC firm that thinks strategically can offer advice on how to get the most out of each campaign.


Will the PPC company you hire provide a detailed report of each campaign’s performance? Will it offer a breakdown of expenses? Will it allow you to access accounts?

If the answer to any of those questions is “no,” keep looking.

You want to know what your PPC company is doing with the money you spend, so choose one that shows you. The more transparent a company is about its activities and results, the less worried you’ll be about the company’s ability to deliver.

A proven track record

You wouldn’t hire a copywriter or graphic designer without asking to see a portfolio first. Take the same approach with PPC management companies. If a company has case studies or testimonials on its site, it means they have a track record of success that backs up the promises they make to you.

Look for examples of their work on their website, too — specifically how many clients they have. Don’t be afraid to ask for references from previous clients, either. If the company has done good work in the past, they’ll be happy to let you talk to other clients and get firsthand accounts of what they can provide.

When it comes to PPC management, the challenge isn’t finding a firm — it’s finding the right one for your company’s needs. Take stock of what you want and expect from a PPC company and keep looking until you find one that can provide it.

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