The Responsibilities of Top PPC Companies

Those working within PPC management companies are a part of the marketing field, specialising primarily in pay-per-click advertising campaigns.

What is a PPC management company?

A PPC management company uses pay-per-click, a popular form of digital advertising, to bring targeted visits to your website. They will liaise with your business to discover your goals and work towards achieving them through paid ads. Currently, 65% of small to mid-sized businesses have a PPC campaign

Pay-per-click (PPC) is a form of digital marketing which places your ads at the top of search engines. PPC ads can appear in a few places for your ideal internet users. For example, when someone types a phrase or word into Google, your ads will appear. The ad campaign will then pay a fee each time the ad is clicked or, in some cases, simply viewed. 

A PPC company will be responsible for developing and managing your paid ad campaigns. This includes keyword research, ad copy and creative, audience targeting, ad placement, ad spend, budget allocation, tracking, managing and detailed reporting. 

Each PPC company is different and they don’t all take responsibility for the same things, to help you decide check out our guide on how to choose a PPC management agency.

What are the responsibilities of PPC Management Companies?

Knowing and understanding your target audience 

A PPC company will have a significant amount of knowledge on PPC. This includes setting up a Google Ads account and campaign to maximise impact, success and ROI. A crucial part is ensuring that the advertisements reach the right target audience. PPC visitors are 50 per cent more likely to purchase than organic visitors.

A PPC specialist will identify which online users are most likely to click and interact with advertisements from your business online. 

They will use demographic settings to create your online campaigns. This means they will consider age, interests, behaviour and gender. Additionally, geo-targeting will be implemented. This is when users are targeted online with location appropriate or localised content based on their location. 

Targeting specific demographics is done to drive the most engagement and PPC-driven conversions possible. PPC visitors to a website are 50% more likely to result in a purchase than organic visitors.

Choosing relevant keywords

 Keyword research is a vital task for PPC companies to boost exposure online.  Performing keyword research and choosing relevant keywords focuses on the correct intent and users’ needs. 

The keywords are then included in the adverts to match a search user’s intent or needs. Using keywords also contributes to Google’s quality score. Google will rate the overall user experience that your landing pages and ads provide to users searching different keywords.

Using a scale of 1 (low) to 10 (high), Google will determine the keyword relevancy to your ads. And, if it scores highly can significantly decrease your CPC.  For more, check out our blog, How to Decrease Cost Per Conversion in Your Google Ads.

Ultimately, keywords should be chosen with the intention of reaching your desired audience. And the internet users with a higher chance of converting into a sale or lead. Driving this quality traffic to your website relies heavily on keyword research. So, any reputable agency should put much research and think into it.

When choosing the keywords used in the ads, a PPC management agency will consider different criteria like:

Search intent to ensure the advertisements are seen by users with the right intent.

Competition ensures your advertisements can be seen and, therefore, can help lead to generating conversions.  

Creating landing pages

It is best to send a user to a dedicated landing page designed for a specific audience or purpose. Landing pages are designed specifically to convert website users, boosting your overall conversions. Or, a main service page advertising the specific service or product.  On this page, you have seconds to engage the users and hopefully secure a conversion.  

Some PPC management companies can take the responsibility of creating and designing these landing pages. Others will work with web design partners to create a great user experience.

Creating and designing campaigns

Top PPC agencies will handle clients’ PPC campaign process from start to finish, including:

• Planning and overseeing the campaign
• Keyword research and creative ad copy, and sometimes the
• Building creative display ads (if applicable)
• Tracking conversions and analytics
• Reporting 

Understanding your goals

An example of a goal in relation to PPC marketing would be to increase traffic to a website. Your PPC specialist or company should be actively asking you for your goals. It’s so important for them to fully understand what you are trying to achieve to tailor your ads.

A PPC advertising agency should be asking you what your goals are within PPC. At ROAR, we do this at the very start when onboarding a new client. This is, so everyone in our team fully understands what is needed from this campaign.  An agency that understands your goals can better create campaigns for your business. 

You should make your budget known. This is vital so a PPC company can support you in an effective campaign that fully utilises your budget. Once the team fully understand your goals and budget, they can get to work. They will start working on keyword research for the pages or topics you want to drive traffic to. 

With a good amount of keyword research, they can begin organising this and forming the ad copy variants and visual ads. Then they can set the budget and ad schedule for the ads to appear and begin your campaign.

Analysing results

PPC pros should be analysing campaign results to manage, refine and grow from the results. Measuring results can highlight ad areas that are creating results and put more effort and budget into these. 

A PPC company should have an excellent eye for analysis to measure and adjust campaigns throughout your partnership. 

They will pay attention to the click-through rate and the cost per conversion. And compare the visibility of your campaigns vs your competitors using things like auction insights.

PPC management companies can take the stress of creating, building, managing and reporting on PPC campaigns for your business.

Leave PPC strategy in a specialist’s hands to drive targeted traffic to your website quickly, and improve conversion success.