How To Evaluate A B2B PPC Agency: A Guide For Business Owners
In 1994, AT&T launched its first online ad as part of the “You Will” campaign. Fast forward to today, where there are billions of digital ads all around the internet.
Many ads you see online use a model called PPC, which stands for Pay-Per-Click. Therefore, this shows how much PPC has grown over the years. Small and medium-sized companies spend around $9,000 to $10,000 on PPC monthly.
You might think, “What is all the hype surrounding PPC?”
If your company sells to other businesses (B2B), then PPC can be effective if you do it right. The coolest thing is that even a small amount, like $10 with the best PPC campaigns, can lead to sales of $200 or even $300. This is why, in 2017, advertisers poured more than $10 billion into PPC. And ever since then, PPC has been growing super fast.
Choosing the wrong B2B PPC agency can lead to wasted time and money. They might lack B2B expertise, use generic strategies, or fail to align with your goals. But don’t worry, this blog provides a step-by-step guide to evaluating agencies.
So, let’s start a journey together in search of the ultimate B2B PPC agency that understands the finer details of B2B PPC campaigns like no other.
Table of Contents
- What Is a B2B PPC Agency?
- The Benefits of Hiring a B2B PPC Agency
- What To Consider When Choosing a B2B PPC Agency?
- Best Practices To Work With A PPC Agency
- Best B2B PPC Ad Agencies
What Is a B2B PPC Agency?
A B2B PPC agency is a specialized marketing company that creates and manages pay-per-click advertising initiatives uniquely aimed at B2B markets. The primary goal is to enhance online visibility and generate well-suited leads for B2B enterprises.
These agencies use their skills on different PPC platforms (such as Google Ads or LinkedIn Ads) and blend them with a strong grasp of how B2B interactions work. This fusion helps them craft ads that bring real results.
Some agencies stick to running paid ads on search engines, marketplaces, and social media. Others go a step further, offering a complete package. It includes managing PPC and using SEO and content marketing tactics to attract people.
Moreover, they can guide you on other important PPC tasks. They can help aiming ads at specific locations, using smart local marketing techniques, and ensuring your landing pages work like a charm.
Whichever agency you choose, you should expect to get a customized service built exclusively for your promotional needs, which can include:
- PPC Strategy Building: Craft PPC strategies aligned with goals, targeting B2B audiences. Determine ad placements, spending, and types.
- Keyword Research: Identify relevant, profitable keywords for the B2B market, factoring in competition and search volume.
- Competitor Analysis: Study competitors’ PPC for opportunities/threats. Develop cost-effective, ROI-driven strategies.
- Ad Creation: Design impactful B2B ads optimized for best performance. Extend to platforms like Facebook and LinkedIn.
- Campaign Management: Run campaigns on Google Ads, LinkedIn, and Microsoft Ads to reach B2B audiences.
- Landing Pages: Create conversion-focused pages aligning with ads’ messages.
The Benefits of Hiring a B2B PPC Agency
Opting for a B2B PPC agency has various perks that can supercharge your business’s success.
Here’s a breakdown of the key benefits:
- Expertise – The agencies are usually PPC specialists with the know-how to create tailored strategies for your B2B needs.
- Time and Resource Savings – You can focus on your core business activities while the agency handles the minute PPC tasks.
- Targeted Approach – B2B PPC agencies pinpoint the right audiences, boosting your chances of connecting with potential clients.
- Cost Efficiency – With strategic bidding and ad placement, you get more value from your advertising budget.
- Adaptability – Agencies stay updated with industry trends, adapting their campaigns for maximum impact.
- Data-Driven Decisions – Precise tracking and analysis lead to informed choices refining future strategies.
- Innovation – Agencies explore fresh avenues to enhance their online presence through various channels.
Partnering with a B2B PPC agency empowers your business with specialized skills, time savings, and a sharper competitive edge in the dynamic digital landscape.
What To Consider When Choosing a B2B PPC Agency?
Ensuring the right B2B PPC agency is crucial for your business’s success. Here are essential factors to consider:
1. Prior Experience with B2B Clients
Look for agencies that have worked with B2B clients before. Experience in this area means they understand the unique challenges and strategies that resonate in B2B markets. An agency with a proven record in B2B can anticipate your needs, ensuring effective keyword choices, messaging, and platforms. Feel free to ask for case studies or client references to verify their B2B expertise. Remember, experience speaks volumes when navigating the complex world of B2B PPC campaigns.
2. Detailed Understanding of the B2B Market
When selecting a B2B PPC agency, it’s crucial to ensure they truly grasp the ins and outs of the business-to-business world. They should understand the unique challenges, target audiences, and trends specific to B2B operations. This understanding is the foundation for crafting effective PPC campaigns that resonate with potential clients in this niche.
3. Familiarity with PPC Platforms for B2B
The agency you choose should be well-versed in the PPC platforms that matter most for B2B enterprises. Platforms like Google Ads and LinkedIn Ads hold immense potential for reaching B2B audiences. An agency experienced in navigating these platforms can optimize your campaigns to yield maximum results. From crafting ads that speak directly to B2B pain points to strategically bidding on relevant keywords, their familiarity with these platforms can significantly impact your campaign’s success.
4. Analytics and Reporting
A good agency should provide transparent insights into your campaign’s performance. Look for agencies that offer clear data on key metrics like click-through rates, conversions, and return on investment. This information guides your decisions for future strategies and investments.
5. B2B Case Studies
Next, like mentioned in the first point, dig into the agency’s B2B case studies. These real-world examples showcase the agency’s ability to deliver results in your industry. Scrutinize how they tackled challenges, improved client visibility, and generated quality leads. It’s like getting a sneak peek into what they can do for your business.
6. B2B Services Offered
Ensuring that the agency specializes in serving B2B businesses like yours is vital. Check if they offer services tailored to the unique needs of B2B marketing, such as targeting specific industries and decision-makers.
Remember, selecting the right B2B PPC agency is a significant step toward enhancing your online visibility and driving valuable leads. Take the time to research and consider these factors to make an informed choice.
Best Practices To Work With A PPC Agency
To ensure a fruitful collaboration, here are some best practices to consider.
1. Set Clear Goals and Communicate Your Expectations
Begin by defining your business objectives. Clarity is key, whether boosting sales, increasing brand awareness, or driving traffic to your website. Share these goals with the B2B PPC agency to align strategies.
Also, communicate your expectations regarding campaign updates, performance reports, and the level of involvement you prefer. It sets the foundation for a productive partnership, making sure that everyone is on the same page and working towards the same success metrics.
2. Collect and Share Data from Past Campaigns
Harness the power of your history. Share details of your previous PPC campaigns, even if they weren’t with the same agency. Insights like click-through rates, conversions, and audience preferences guide your new agency’s strategy. This exchange empowers them to fine-tune and tailor their approach to your needs.
Effective data sharing creates a strong foundation for targeted, successful campaigns that resonate with your audience. It’s a win-win situation—your expertise and digital marketing prowess bring the best of both worlds to your PPC efforts.
3. Pick a Single Point of Contact
Designating a singular point of contact is a smart move when partnering with a PPC agency. It means selecting one individual from your team as the main link between your company and the agency. With a single point of contact, messages and information flow smoothly. There’s no room for misunderstandings or missed details, as everything goes through this focal person.
Further, when questions arise, or decisions need to be made, having a designated contact ensures speedy responses. It avoids delays that can occur when multiple people are involved.
4. Stay Prepared for Advice and Suggestions
Your chosen PPC agency is more than just a service provider; they’re a valuable resource for boosting your online presence. Be open to their guidance, which goes beyond managing PPC campaigns. Leverage their insights to optimize every facet of your digital marketing strategy. Their experienced eyes can identify areas for improvement, from keyword selection and ad design to bid management. Be willing to adapt based on their expertise, leading to better-performing campaigns.
Remember, your agency’s success is tied to yours. By actively engaging with their advice and suggestions, you’re unlocking knowledge to drive your business toward greater visibility, engagement, and success in the digital landscape.
5. Ask Questions You Want to Ask
Don’t hold back! Inquire about their experience with PPC campaigns, digital marketing knowledge, and approach to managing paid media. Seek clarity on their strategies for optimizing your campaigns and their familiarity with your industry.
Ensure that you and the agency are on the same page by engaging in open conversations. Your questions help you understand their expertise in handling PPC campaigns, which aligns with the broader digital marketing and paid media management world. This proactive approach lays a solid foundation for a successful partnership and achieving your PPC campaign goals.
Best B2B PPC Ad Agencies
Once you have a clear understanding of your requirements and the factors influencing your decision, you can start your exploration of B2B PPC and digital marketing agencies. Here are some top agency suggestions to kick off your search.
DesignScript is on a mission to become the ultimate solution provider for the digital marketing needs of SaaS and D2C companies, primarily focusing on the USA, UK, and India markets. The commitment to excellence is evident in the track record of elevating website traffic from zero to an impressive 100,000 visitors in just 12 months for SaaS companies. For D2C brands, DesignScript has successfully boosted monthly website purchases from a mere 100 to a remarkable 1,600, demonstrating their expertise in Conversion Rate Optimization (CRO).
DesignScript is not just the average advertising agency or PPC company; it’s your strategic partner in digital marketing excellence. Its expert PPC strategy can take the company’s online presence to new heights.
If you seek a versatile B2B PPC agency, your search ends with TripleDart. A preferred choice for over 50 prominent B2B SaaS firms, TripleDart is a performance marketing agency providing comprehensive support, spanning PPC campaigns, paid social, paid search, SEO, content marketing, data analysis, and CRO.
This progressive B2B PPC agency doesn’t just stop at services; it’s growth-focused. Armed with expert consultations, TripleDart helps you tackle ROI challenges head-on. Whether you’re aiming for higher lead generation, increase in revenue growth, or enhanced conversations, TripleDart is a destination that promises to deliver results.
KlientBoost empowers B2B SaaS enterprises to create landing pages that drive conversions. Their expertise spans beyond landing pages – they excel in creating impactful PPC campaigns and extending their support to encompass social media management services. This comprehensive approach positions KlientBoost as an ideal collaborator for fostering business growth.
With a track record of delivering results, KlientBoost is more than an agency; it’s a strategic partner. Their tailored strategies, data-driven insights, and commitment to excellence can elevate your B2B PPC endeavors to new heights. If you’re seeking a holistic solution, KlientBoost is the name that stands out in the B2B PPC arena.
4. Directive Consulting
Directive Consulting is a top-notch PPC agency for SaaS and B2B enterprises. Their specialization empowers software companies across various marketing avenues, covering paid search, SEO, and boosting conversion rates. This all-encompassing approach is geared toward driving revenue for businesses.
Whether you’re seeking PPC assistance or a full-fledged digital marketing plan, Directive Consulting is a strong contender. Their expertise makes them a valuable option for businesses aiming to excel online.
Based in New York, OpenMoves is a performance marketing firm helping B2B SaaS companies with their online presence. They offer services like paid media (paid social and paid search) and PPC to boost your business.
OpenMoves is a one-stop shop. They cover everything – from handling your PPC requirements, including reporting and paid media, to handling SEO tasks such as local SEO, content optimization, technical SEO, and link building. Additionally, they manage email marketing tasks like marketing automation, crafting landing pages, campaign reporting, and overall campaign management.
If you’re a B2B SaaS business venturing into digital marketing, OpenMoves is a helpful partner. They provide various services in one place, making your journey into the digital world easier.
Choose the Right B2B PPC Agency for Your Business
In today’s competitive business landscape, partnering with the right B2B PPC agency can significantly boost your online presence and drive growth. Evaluating potential agencies is a crucial process that ensures you make a wise investment.
You can make informed decisions by following the steps outlined in this guide. Remember, transparency, experience, alignment with your goals, and a track record of success are key factors to consider.
Take your time, ask the right questions, and don’t hesitate to seek references. With the right B2B PPC agency, you can harness the power of pay-per-click advertising to propel your business toward success.
When evaluating a B2B PPC agency, prioritize experience in your industry, a track record of ROI-driven campaigns, a dedicated team with expertise, transparent reporting, and a tailored strategy aligned with your business goals.
Evaluate a B2B PPC agency by assessing their client success stories, case studies, and ability to showcase measurable results in their paid media services. Additionally, consider their expertise in PPC management and valuable PPC tips.
Effective communication during collaboration is crucial for aligning goals, resolving issues promptly, building trust, and achieving successful outcomes by fostering transparency and understanding between parties involved.