Best PPC Packages

While agencies may package their services differently, packages will often include:

Strategy session to align on goals for the campaign; Keyword research; Competitor analysis; Ad copy; Campaign tracking and reporting; Dedicated account manager.

You should select a package tier based on how much ad spend you’re able to allocate. If you have a small ad spend budget, you should select a small package tier. If you have a larger ad spend budget, consider a medium or large package tier.

PPC costs are divided into 2 buckets:

1. Cost of the ads themselves paid to the publisher for clicks
2. Cost of PPC management paid to an agency PPC cost will vary greatly

The cost per click of your ads will vary on the competitiveness of the keywords you are bidding on. The cost of PPC management to the agency depends on what the agency is responsible for, as well as your ad budget for the campaign. The larger the campaign the more costly its management cost. On average, the cost of PPC management will be between 10% and 20% of your ad spend.

Pay-per-Click advertising, or PPC, is an online advertising strategy that drives traffic to websites by having advertisers pay publishers every time their ad is clicked on by a user. Advertisers select a budget and bid a certain dollar amount on keywords they are willing to pay for 1 click to their website. The cost per click, or CPC, of specific keywords, varies widely based on how competitive the keyword is, how much traffic or searches those keywords receive and the potential revenue gain from converting that lead. The overall quality of the ad also determines how likely users are to click on it, driving down the cost per click for advertisers.

PPC is most often associated with search engines (Google Ads, Bing Ads, Yahoo Ads, Amazon Ads) and social media ads (Facebook advertising, Twitter advertising, Linkedin advertising).

Prior to reaching out to an agency, you should have a clear understanding of your goals for a PPC campaign. PPC goals are usually categorized in one (or a few) of the following buckets:

1. Building brand awareness
2. Growing traffic to a specific page of your website
3. Adding more leads to your sales journey

Once you have settled on your goals, look for the following when interviewing potential PPC agency partners:

Focus on data and results - PPC agencies should be strategic in their planning of your companies and be able to tie dollars spent to results.

Focus on the right PPC channels - Ensuring your ads are displayed where your audience spends time is key to a successful campaign. If your target audience is on Instagram, but rarely on Linkedin, your agency should be able to advice you on how to best spend your budget to maximize ROI.

Industry knowledge and research - Knowing which keywords to target (and which not to) is key to achieving your PPC goals.

Expertise in other online marketing strategies - Even if you only work with an agency for PPC campaigns, they should still have a strong understanding on how different channels could help you achieve your goals and when PPC is the bests solution for you.