When it comes to driving traffic quickly and reaching customers who have already expressed a level of interest or need in a product or service your company sells, nothing beats paid search. Paid search (also referred to as search engine marketing and Pay-Per-Click, or PPC) is the process of showing ads in search engine results pages for relevant and desirable keywords.
Paid search management is a highly skilled field -- deep understanding of the inner workings of ad platforms is essential to success in the channel. Though some companies choose to manage paid search in-house, many simply don’t have the infrastructure to appropriately support such a position. They rely instead on media agencies who specialize in paid search and display. These agencies have the skills necessary to effectively manage PPC campaigns. By working in teams as opposed to in isolation, agencies are also able to take a more thorough and comprehensive approach to campaigns.
As with all digital marketing channels, there are many different varieties of paid media companies in operation. Some are highly skilled, efficient, and trustworthy. Others may talk a big game, but ultimately can’t generate results. Identifying the best PPC company to partner with your brand is a matter of understanding how your values and theirs align. Taking stock of each agency’s key differentiators will help your company pinpoint which ones will be strong partners, and which will not.