Marketing analytics & reporting

PPC Management for Agencies

Stepping into the world of Pay Per Click for the first time can be intimidating. The metrics, the PPC slangs, and the time-intensive nature PPC management for agencies can be scary. If you`re starting from scratch, it is easy to wonder if there is an easier way.

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Gintaras Baltusevičius

Feb 19 2020 4 min read

PPC Management for Agencies

Table of Contents

  • What is PPC Management
  • What does a PPC Management for Agency Does?
  • A/B Testing
  • Competition Analysis
  • Monitoring
  • Analysis of Keywords
  • Negative match
  • Channel Strategy
  • Does Your Business Need a PPC Management Agency?
  • 1. Knowledge of Specialist
  • 2. Metric and Reporting
  • 3. Access to Support
  • 4. Constant Updates
  • 5. Staying Ahead of the Curve
  • 6. Time
  • Agencies that Require PPC Management Services

What is PPC Management

In a few words, PPC (Pay Per Click) management is the task, strategies, audits and processes involved in tracking Pay Per Click campaigns. The task often laser-focus on maximizing the returns from the PPC campaigns.

The e-merchant or vendor can execute PPC management themselves, or they can pay a dedicated specialist to manage PPC buys on their behalf. PPC management is an evolving art, meaning perfect PPC optimization is impossible, but it is still the objective.

However, it isn`t simple. Getting your paid search Ads in front of the right audience, at the correct timing, and reach your business goals is hard. But that`s what Adword PPC management is all about.

Fortunately, there are plenty of agencies that can shoulder AdWords PPC management.

What does a PPC Management for Agency Does?

PPC is a pinnacle of online marketing. It all breaks down into:

A/B Testing

Unstopping split testing is one of the working methods for optimizing return on investment. Text, graphics, and other display variables can be adopted interchangeably to find the most effective way.

Competition Analysis

The agency will help you monitor strategies utilized by competitors, which is key but consumes lots of time. For instance, deciding on whether to compete directly by bidding on the same query or instead targeting queries a competitor is overlooking (competitive gap).


A PPC agency will keep a keen eye on search term reports identifying which search terms/ queries potential leads use more often to focus their buy on the most common searches.

What`s more, the agency keeps an eye on overall ROI and uses the PPC data as a guideline to dictate the amount paid and scope of ad buys with a PPC dashboard.

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Analysis of Keywords

The agency scrapes the web, discovers, and targets specific keywords and searches queries that likely prospects for the agency enter on the search engine.

Negative match

The agency executes PPC optimization to filtering out clicks that are unlikely to convert. For example, an online health distributor might limit their ads to users in the top 10% of their earning. Like a spare part shop, a local business would limit ads to those within close geographic proximity.

Channel Strategy

There are a variety of channels—Adwords, Bing Ads, affiliate networks, and paid social medial—an agency can consider. Some campaigns will work best on one channel than the other. A PPC Management Agency will advise on which will be more effective.

Does Your Business Need a PPC Management Agency?

The eternal question for an agency, both small or large, is:

Should you run Adword PPC management in-house or hire an expert?

The answer is simple.

There are tons of factors to put into account, including the level of expertise, the complexity of the campaign, the management fee of the expert, existing internal resources, and even more.

But one thing is clear. Managing a successful PPC campaign requires skills. There is a lot to make a PPC campaign successful. It takes the effort of several to ensure you end up getting most of your money.

Using a PPC agency gives you access to more than just PPC experts at the top of their game.

Let`s dig a little deeper into them.

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1. Knowledge of Specialist

Regardless of whether you`re starting identifying what you want to achieve through Google Ads is simple. From increased brand awareness to increased sales or even improved lead generation. There are tons of ways of PPC optimization strategies you can use.

Well, but achieving the results is where the challenge lies.

And that`s where PPC management for the agency comes in handy.

If you are trusting a company that offers a PPC Management Service, as a minimum, they should have a track record of delivering results. They should have an Account manager with a wealth of technical knowledge that has already deliver results.

To see how qualified your agency is, visit their Google Partners Profile. There, you`ll see the number of eligible individuals on the team and how many specializations Google has awarded them.

2. Metric and Reporting

An accurate tracking and a proper understanding of Google Ads metrics are essential in examining how effective your Google Ads campaigns are. With the PPC reporting tool, it gets easier. While it`s crucial to remember that your PPC Account Manager cannot execute miracles, with the right agency, you should see consistent improvement in your key metrics.

3. Access to Support

As a Google Premier Partner, you get access to advanced technical support. As an advertiser, if you`ve ever called Google Ads support, you might have been givens the solution to your problem.

But Google is aware that the question Partner Agency tends to asks requires a higher level of support, which means that only Google puts forward the most knowledgeable representative to deal with such queries. Meaning an agency gets answers to its questions faster.

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4. Constant Updates

Google`s algorithm is continuously changing and updating. In recent years, the dominance of video content, capitalization on automation, and perhaps the biggest change of them all, the shift from Adwords to Google Adwords to Google Ads—only to name a few demands an agency to do more.

Besides, the frequent tweaks and changes within the interface itself vitalize keeping up to date with all the latest innovations to a full-time job. If you`re too busy to keep up to date with these updates, you run the risk of competitors beating you to it.

5. Staying Ahead of the Curve

Nobody wants to only keep up with the competition. Keeping up with the changing trend is only a part of the battle. To step ahead of the curve, you will need an insider view.

You can almost guarantee that your ads are maximally competitive if the agency managing your PPC has access to the latest tools, updates, or betas.

6. Time

The undeniable benefit of using a PPC management agency is the amount of time you save.

Managing Google Ads campaign is a huge time consumer, and ensuring you`re getting the most for your money can even be harder.

You can use this time to add value to other areas of your business.

Agencies that Require PPC Management Services

While some agencies may hesitate to spend on expert PPC managers, it pays off in droves most of the time in many cases because of high efficiency.

The best business for hiring a PPC management agency include:

  • Any agency new to online advertising;
  • Agencies lacking an in-house advertising team;
  • Small agencies without a sufficient workforce to effectively PPC;
  • Agencies are unable to afford the sometimes-expensive database and software system needed for optimal PPC management.

Dedicated Adwords PPC management firms have significant expertise in the area. They also have an established connection to existing advertising platforms. These agencies can enable underprivileged online businesses to compete favorably with large operations.

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Published on Feb 19 2020

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Gintaras Baltusevičius

Gintaras is an experienced marketing professional who is always eager to explore the most up-to-date issues in data marketing. Having worked as an SEO manager at several companies, he's a valuable addition to the Whatagraph writers' pool.