Competition is becoming fiercer each day on the internet as companies, businesses and brands fight to make money online. However, getting your online marketing strategy right will have a huge impact on the success of your business, and there are plenty of PPC agencies who will offer to do it for you. But how do you choose the right PPC agency for your company? With every agency offering basically the same services and making claims about what they can do for you, how do you know who to trust?

 A PPC Agency needs to understand your business

The first thing that you must be one 100 per cent certain about is that the agency you’re negotiating with understands your business from top to bottom. If they don’t understand your business, how can they understand your marketing needs? Make sure they know what your goals are, what you foresee happening in the future, what your short-term changes and advancements are going to be and what you would like to see happening from a paid search campaign. Ask how they intend setting achievable goals and KPIs (Key Performance Indicators) and how they propose to work with you so that you can realise these goals.

It’s also important that you know how well the PPC Agency knows its own business.  For example, is anyone within the agency Google Adwords and Bing accredited?  Preferably everyone in the agency should be.  This means they know exactly what they are doing and indeed are qualified to work on your account.

Secondly, make sure they’re taking you seriously. Will they visit you to discuss your requirements and see your business in operation? Regardless of what your business is, a PPC agency should always take a proposal seriously. This ties in with our first point in that if they don’t take the time to get to know you and your business inside out, it’s clear they’re not taking it too seriously and aren’t very interested in your ideas or their own proposal. That would indicate that they are not the right PPC agency for you.

How much information will a PPC Agency give you?

The next step would be to find out just how much access to your performance you will have. Will it be completely transparent wherein you’ll see absolutely everything? Or will they keep the bad things from you and only report back on what is going well? As an agency, they should be dedicated to giving you all of the information, then working with you to find out how to get better results, whether your performance is good or bad.

Lastly, one of the most important things to take into account is the agency’s terms of the contract. What kind of fees are they asking? And is it an upfront fee or a rolling contract? Any agency worth their weight will offer a rolling contract, which clearly demonstrates that they have confidence in the work that they’re doing and their ability to produce results. It also means you can pay over a period of time and not in one large upfront payment.

Getting your PPC agency right is a task in itself, and not something many people manage the first time round. However, if you do a little research and follow the advice above, you should find the perfect team in no time.