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PPC Services Hiring Guide

PPC services can help your business gain visibility online and boost sales. Learn more about what to consider when hiring a PPC partner so you can find the right service provider for your project. 

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PPC Services Hiring Guide

Updated April 23, 2024

In this digital age, building online visibility is key for many businesses. With this in mind, pay-per-click (PPC) advertising stands out as an effective strategy for businesses aiming to increase their online presence and drive targeted traffic to their websites.

Whether your business already has a digital marketing team that is just looking for additional PPC support or you are looking to hire a PPC provider that can create and execute a multichannel PPC strategy, finding the right partner for your business can ensure that your project is successful. 

This hiring guide dives into everything you need to know about PPC services to find and hire the right provider for your project. 

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What is Pay-Per-Click Advertising? 

PPC: Pay-Per Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time one of their ads is clicked. Since PPC actually refers to a pricing model, companies can utilize PPC advertising across several channels, including search engines, social media, and other websites with advertising. 

PPC advertising is a digital marketing strategy where advertisers pay every time their ad is clicked. Usually, advertisers bid for ad placement based on a keyword or query, which is then determined by the platform’s algorithm.

Unlike other digital marketing strategies like SEO, PPC offers immediate visibility, targeted advertising, and precise tracking, making it a valuable tool for businesses looking to increase traffic, leads, and sales.

PPC is a very common ad model employed by many different digital platforms including Amazon, Bing, YouTube, and more. As a result, companies can use PPC ads to support many different business goals. Whether they’re looking to increase product sales or boost their visibility in search, PPC advertising is a great way to meet their objectives. 

What Services Do PPC Companies Provide?

Choosing which platform you want to advertise on depends on your target audience, business goals, and, often, available resources.

Whether you plan to advertise on just one platform or many, PPC companies can help formulate a strategy that fits your budget. Their teams are often able to support multichannel advertising efforts because they have specialists that are certified for each one.

Still, it is important to find a partner that is certified in the platforms you’re planning to advertise on because there is variation in how each platform ranks and places ads. Understanding the nuances of each platform can help you get the most out of your campaigns.

Here are the most common PPC services that digital marketing companies offer and why many businesses choose to advertise on them: 

  • Google Ads
  • Amazon Advertising
  • Baidu Advertising
  • Bing Advertising
  • Yahoo Advertising
  • YouTube Advertising

Google Ads

Google Ads, formerly known as Google AdWords, enables businesses of all sizes to display ads across Google's extensive network. Google Ads offers a variety of advertising formats to cater to different business needs and objectives. Understanding the distinct types of Google Ads can help advertisers select the most suitable campaign options. Here are the primary types of Google Ads:

  • Search Ads: text ads that appear on Google's search results page when someone searches for keywords related to your business. This type is ideal for reaching users looking for products or services like yours.
  • Display Ads: visual advertisements on websites within the Google Display Network. This network includes millions of websites where ads can be shown, allowing businesses to reach users while they're browsing online.
  • Shopping Ads: display products at the top of the search results page, including a photo, price, and store information. These ads are perfect for e-commerce websites looking to drive sales directly from the search page.
  • Video Ads: appear before or during YouTube videos or on partner sites and apps in the Display Network. Video ads are an effective way to engage users with compelling visuals and stories.
  • Local Ads: designed to drive traffic to physical stores or locations. They can appear across Google's properties, including Maps and Search, showing users relevant information like directions, opening hours, and photos.

Amazon Advertising

Amazon is the world’s largest online marketplace, providing retail companies the opportunity to promote their products to buyers worldwide. Amazon’s advertisers bid on specific keywords for their ads to appear. Ads that appear higher up on search pages can increase clicks and conversions. Especially because buyers on Amazon are already looking to make a purchase, ads on Amazon often have high conversion rates.

Amazon offers three PPC advertising products to help sellers promote their business on the platform. These offerings include: 

  • Sponsored Product Ads: These ads surface at the bottom of search results or product detail pages. They enable sellers to highlight specific products against particular keywords, facilitating inventory promotion.
  • Sponsored Brand Ads: These ads funnel users to a brand's store or specific product listings and feature a custom headline, logo, and the option to display multiple products. Instead of focusing on single-product sales, these ads aim to boost overall brand recognition and visibility.
  • Sponsored Display Ads: Incorporating either imagery or video, these ads can be found on Amazon's platform as well as on external websites and apps. They are ideal for targeting specific audience segments or for re-engaging users who have previously shown interest in your products.

Baidu Advertising

Baidu is the leading search engine in China, making it the preeminent platform for companies looking to connect with Chinese-speaking audiences. Similar to Google Ads, Baidu offers several different ad formats, including search ads, display ads, and more. Additionally, advertisers can target users based on search behavior and demographic information.

Since Google is blocked in China, advertising on Baidu is absolutely necessary for businesses looking to break into the Chinese market.  

Bing Advertising

Bing Ads, now known as Microsoft Advertising, offers several types of ads to cater to advertisers' diverse needs aiming to reach a substantial user base. Many companies choose to advertise on Bing because it enables them to access a distinct audience demographic that might not be as heavily targeted on other search engines, potentially leading to lower competition and cost-per-click rates. 

Furthermore, Bing's integration with the Microsoft ecosystem, including devices and services like Windows and Office, presents advertisers with unique placement opportunities that can enhance visibility. 

Yahoo Advertising

Yahoo is another search engine that offers a unique platform for advertisers aiming to diversify their digital marketing mix. With a blend of rich media content, news, finance, and more, Yahoo attracts a wide and engaged audience, providing advertisers with a ripe opportunity to showcase their brands and products.

YouTube Advertising

YouTube, the second largest search engine after Google, offers a substantial platform for advertisers looking to engage with their audience through video content. With such a large audience, it is the perfect platform for businesses looking to expand brand awareness.

Many businesses invest in YouTube ads because video content tends to have higher engagement rates and can leave a lasting impression, which can have a long-term impact on your business. YouTube provides an array of ad formats, including skippable and non-skippable video ads, bumper ads, overlay ads, and display ads, among others, allowing businesses to pick the best solution for their goals.

However, YouTube advertising may require more resources than other platforms simply because it requires businesses to set up a channel and create video ads. If you don’t have an internal design team, you may need to hire a video production partner to create high-quality video content. 

PPC Services by Country

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5 Benefits of PPC Advertising 

Many businesses invest in PPC advertising because it is a great way to grow their online audience and increase sales. By promoting their business online, they can boost visibility and increase clicks. As a result, they're likely to increase sales. 

PPC Benefits

Here are some of the leading reasons why businesses invest in PPC: 

  • Immediate Visibility: Unlike organic search strategies, which can take months to yield results, PPC advertising provides immediate visibility to your target audience. Your ads start appearing in relevant search results as soon as the campaign is launched.
  • Audience Targeting: PPC allows for granular targeting based on demographics, interests, location, and even the time of day, ensuring that your ads are shown to the right people at the right time. 
  • Budget Flexibility: PPC advertising caters to any budget. Advertisers have full control over their daily and campaign budgets, allowing for adjustments based on performance and financial considerations.
  • Increase Leads & Sales: By investing in PPC advertising, companies can get their products and services in front of more potential buyers. This can generate more clicks to landing pages and increase interest in your business. As a result, you’re likely to see an increase in leads and, ultimately, sales. 
  • Measurable & Trackable Results: Every aspect of your PPC campaign, from views to clicks to conversions, can be measured. This makes it easier to analyze the effectiveness of your ads and adjust strategies for maximum return on investment. Compared to other digital marketing strategies that are more difficult to track, this ensures you get the most out of your investment. 

How Do PPC Services Help Businesses Strengthen Their Campaigns?

While the setup of different PPC campaigns varies depending on the platform, PPC specialists still provide many of the same services to ensure your campaign succeeds. Whether you’re running Google Ads, YouTube Ads, or a multichannel ad campaign, here are some of the tasks that your PPC will be performing:

  • Keyword research
  • Ad creation
  • Campaign Setup
  • Ad Auction Management
  • Reporting & Analysis

Keyword Research

Keyword research is the process of identifying relevant keywords or phrases that potential customers might use when searching for your business’s products or services. Targeting the right keywords improves the performance of your ads. It helps increase click-through rates (CTR) and conversion rates, ultimately leading to a higher return on investment (ROI).

To avoid wasting resources on irrelevant clicks or impressions, an optimized keyword list targets phrases most likely to convert. However, companies must also manage their budget — certain keywords have higher cost-per-clicks (CPCs).

Additionally, relevant keywords contribute to a higher Quality Score, which can result in better ad rankings and more conversions. 

Ad Creation

PPC providers are also skilled at crafting compelling ads that include relevant keywords and attract users' attention. This includes drafting copy, creating images, and providing feedback for audio and video when necessary. By creating an engaging ad, companies can improve their click-through rate and increase conversions.

Campaign Setup

PPC agencies will set up all campaigns on platforms like Google Ads or Bing Ads to ensure your business receives a maximum ROI. This includes selecting target demographics, locations, and budget allocation. Setting up campaigns can be challenging for people unfamiliar with PPC advertising platforms. By hiring a partner, you can avoid unnecessary ad spending and ensure that your campaigns are set up properly. 

Ad Auction Management

PPC experts manage your ad auction to ensure your ad is displayed well without overspending.

When a user enters a search query that matches your targeted keywords, an auction takes place to determine which ads will be displayed. When an advertiser sets up a campaign, they specify a maximum bid – the highest amount they're willing to pay for a click on their ad. However, an ad's actual position and the price paid per click are determined by the ad auction, which considers not only the bid but also the ad's Quality Score or relevance.

To get the best return on ad spend (ROAS), PPC advertisers must continuously monitor and adjust their strategies based on auction insights to optimize their ad spend and achieve their marketing objectives efficiently.

Reporting and Analysis

Analyzing campaign data and generating reports to assess the success of your PPC efforts and make informed decisions for future campaigns. Implementing tracking codes to measure the effectiveness of your PPC campaigns, including metrics such as click-through rate (CTR), conversion rate, and return on investment (ROI). Regularly reviewing campaign performance and making adjustments to bids, keywords, and ad copy improve results and maximize ROI.

What is a PPC Team? 

A lot goes into ensuring that your PPC campaigns are effectively generating results. While many freelancers can provide comprehensive services, they do have a limited bandwidth. For this reason, many turn to PPC companies with larger teams that can execute everything you need for your campaigns to succeed.

PPC team

Here are some of the most common roles that comprise a PPC team and how they impact PPC campaigns:

Who Makes Up a PPC Team? 

  • PPC Strategists: PPC strategists focus on maximizing the efficacy of your PPC campaigns. Their primary responsibilities entail developing, implementing, and optimizing ad campaigns across various platforms. They often analyze performance data to continually refine campaigns, aiming to increase CTRs, improve quality scores, and ultimately drive higher conversions at a lower CPA.
  • Certified PPC Specialists: Depending on the platforms you plan to advertise on, PPC companies will staff your team with certified professionals. For instance, you can work with YouTube specialists, Google Ads experts, certified Microsoft advertisers, and more.
  • Content Creators: Many PPC teams have content creators who can create a video, images, or ad copy, ensuring that your ads are engaging and visually appealing. 
  • Data Analysts: Data analysts track campaign performance and progress report. This helps PPC strategists and campaign managers determine the best way to drive results for your business.

What to Look For When Hiring PPC Service Providers

While PPC campaigns are often an effective way for businesses of all sizes to boost online visibility, generate leads, and increase sales, campaigns need to be well-implemented to be effective. With years of experience and a team of professionals, PPC services can help you get the most out of your ad budget.

However, finding the right partner requires business leaders to consider many factors. While you’re probably focused on finding a PPC provider with the required certifications and sufficient experience, you should also consider your budget, whether their location is an important factor, and their communication style. 

Criteria for Hiring PPC Services

  • Budget
  • Location
  • Experience
  • Certifications
  • Ability to deliver results
  • Client satisfaction

As you search for PPC services, online resources like client reviews, their website, and portfolio information can help you determine what it’s like to work with each service provider. Online ratings and review platforms, like Clutch, provide insight into how existing clients view their partnerships with each provider. As you begin contacting potential clients, this information can help you shortlist top providers for your project. 

What Matters to You Most When Hiring PPC Services?

Every business has different expectations and goals when hiring PPC services. Prioritizing what is most important for your business can help you find the perfect partner – whether for a quick project or a long-term partnership — for your business.

Whether you’re looking for a partner that offers a wide variety of PPC services so you can launch a multichannel PPC campaign or are looking for an affordable provider that can help you get started with PPC while maintaining a minimal budget, you will be able to find a partner that meets your needs. 

10 Questions to Ask When Hiring PPC Services

  1. What is your approach to developing a PPC strategy tailored to my business's specific needs?
  2. Can you provide examples of successful PPC campaigns you've managed for businesses in my industry?
  3. How do you conduct keyword research and select the right keywords for my campaigns?
  4. What measures do you take to optimize the Quality Score of my ads?
  5. How do you approach budget management to ensure maximum ROI?
  6. What tools and technologies do you use for PPC campaign management and optimization?
  7. How do you track and report on campaign performance? Can you share an example of a report?
  8. How often will we communicate about the progress and adjustments of our PPC campaigns?
  9. What is your experience managing PPC on different platforms (e.g., Google Ads, Bing Ads, social media platforms)?
  10. How do you stay up-to-date with the latest PPC trends and algorithm changes?

How to Assess the Performance of Your PPC Services

Many businesses hire PPC services hoping that digital marketing experts can generate more impactful campaigns. As discussed above, one of the best reasons to invest in PPC campaigns is because major ad platforms can provide detailed reports on your campaign, helping you determine your marketing efforts' success.

If you’re working with a PPC services provider, here are some key metrics you should be looking at to determine the success of your campaigns: 

  1. Click-Through Rate (CTR): CTR is a key indicator of how relevant and appealing your ads are to your target audience. It's calculated by dividing the number of clicks your ad receives by the number of times your ad is shown (impressions), expressed as a percentage. High CTRs suggest that users find your ads relevant and engaging.
  2. Cost Per Click (CPC): CPC measures the average cost paid for each click on your ads. This metric helps advertisers understand how much they spend to get users to engage with their ads. Managing CPC efficiently can help maximize ad spend (ROAS) return.
  3. Conversion Rate: The conversion rate measures the percentage of clicks on your ad that lead to a desired action, such as a sale or a sign-up. This metric is crucial for understanding the effectiveness of your ads in driving conversions, not just traffic.
  4. Cost Per Conversion/Acquisition (CPA): CPA measures how much it costs to acquire a customer through your PPC campaign. It's calculated by dividing the total cost by the total number of conversions. This metric is essential for determining the profitability of your ad campaigns.
  5. Return on Ad Spend (ROAS): ROAS is a crucial metric for evaluating the effectiveness of your PPC campaigns in generating revenue. It's calculated by dividing the revenue generated from ads by the cost of those ads. A higher ROAS indicates a more profitable campaign. 

Search PPC Services That Can Impact Your Bottom Line Right Away

Regardless of the scope of your PPC campaigns, a partner that understands the ins and outs of PPC advertising can help you get the most out of your campaign. Expert PPC companies can create a PPC strategy that leverages each channel effectively. By targeting your ideal audience and managing your ad spend, they can ensure you get the best results from your investment.

When hiring PPC services, consider all the elements that go into a positive partnership. Factor in your budget, their experience, their services, and more as you shortlist potential providers.

Search for top-ranked service providers on Clutch, then refine your search to find a partner that meets your requirements. 

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