PPC (Pay Per Click) advertising is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. It’s a for...
Making Sense of PPC Agency Pricing
If you're considering PPC ads as one of your primary marketing strategies, you may have thought of hiring a PPC agency. With experts handling your PPC marketing, you’re sure to capture more leads, increase traffic, and promote your business with ease. A PPC company is an expert in pay-per-click marketing, one of the most efficient and productive ad strategies. A good agency saves you from having to create, monitor, and update new campaigns. But before hiring a PPC agency, you must consider many factors, including pricing.
Why Consider PPC Agency Pricing?
All PPC companies share the goal of creating successful PPC ad campaigns that promote businesses. However, there are many different ways agencies handle pricing apart from the costs of PPC ads on various ad platforms.
Agency Expertise, Experience in the Industry, and Company Size
A PPC agency with years of experience in your industry or niche will likely ask for a higher rate than a new company. A larger agency also tends be more expensive, as it has a complete team of marketers, content writers, researchers, and SEO specialists.
Ads Platforms Used
There are many ad platforms for PPC ads, and each charges differently from the others. The most common are the search engine ads platforms from Google, Bing, or Yahoo, which are very common and affordable. Other ad hosting platforms like social media (Facebook, Instagram, and Twitter) and video sites (YouTube) also tend have affordable rates. Professional social media platforms like LinkedIn have the most expensive rates for PPC ads. Expect affordable rates from PPC ad agencies that offer only search engine and social media PPC campaigns, and expect to pay more for agencies that specialize in professional PPC ads.
PPC Ads Services Offered
Crafting successful PPC ads starts with an audit of your past and current PPC campaigns, which considers your keywords, title and description construction, campaign data, ad extensions, and ad offers. The audit also includes a closer look at your ad landing page. Another service provided by PPC agencies is landing page development and optimization. To ensure the success of your PPC ads, your landing pages must be optimized and updated.
A versatile PPC agency has different services like campaign remarketing, campaign management, and native ads. They also cover a variety of ad platforms, including display ads, search ads, local services ads, and Google shopping ads. Expect a higher rate for an agency that can provide a variety of advertising services.
What Are PPC Agency Pricing Models?
PPC agencies have different pricing models. Some charge per project or campaign, while others cost hourly or monthly. The most common pricing models are the following:
Hourly and Monthly Payments
Some PPC agencies charge hourly or monthly, which is a very straightforward payment method. This method assures that your projects are managed until you reach your goals. Charging by the hour or on a monthly basis is simple to do and easy to track. You can set limits every week so you get the most of what you're paying for. This way, you can rest assured that your ad campaigns are always consistent.
This pricing model may be based on monthly performance, or the number of leads generated each month. It can also be through milestone performances or when you reach a specific target, revenue, or leads.
A performance-based pricing model encourages agencies to produce the best results. This method works if you want to enhance your revenue quickly, or if you're a marketer who wants to impress your supervisors. The PPC agency is solely responsible for any loss and in case your goals are not met in time.
Ads Spend Percentage Pricing
As your ad spending increases, so will the agency fee. There's no need to negotiate, as you'll know the rate ASAP. You can launch other campaigns without increasing the rate, as you're already aware of any additional costs and the percentage that the agency will receive. This model is great if you wish to test your PPC ad campaigns. However, it is not cost-efficient when you consider that you might end up using costly ad campaign strategies.
How To Find Out PPC Agency Pricing?
Some agencies may not post their pricing or rates outright, whereas others include them on their pricing page. Take advantage of free estimates offered by agencies to find out their pricing models. A good agency may also provide a free trial period to help clients get a feel for their ad services. If no estimates are offered, send the company an email or call and ask about their pricing. Ask around at least three or four PPC agencies and compare them.
Once you've settled with a PPC agency for your campaigns, you need to sign up for their services and enter into a contract. A contract will help you and the agency understand the agreement terms, campaign projections, and project milestones. Feel free to ask anytime before signing the deal if you have questions.
Always take time to learn about a PPC agency’s pricing to gauge if the company is the right fit for your campaigns and your budget. Many factors influence PPC pricing, but it's still up to you if you wish to take an agency's services. Closely assess your marketing and advertising needs to settle with the best pricing model to match your goals.