Are you trying to increase your reach and boost your audience? If so, digital marketing methods can help you achieve that goal. One of the most sought-after approaches is PPC or pay-per-click marketing.

However, unlike traditional advertising, most of the money a business spends on PPC isn’t exactly visible, as it is on a billboard. So, how do you know you’re getting your money’s worth? This is where a PPC marketing agency audit comes in.

It’s a process of choosing a PPC partner and ensuring that you see a return on your investment. Let’s explore this concept further and talk about the things that make a great PPC partner.

What Is PPC Marketing?

The term pay-per-click is pretty self-explanatory, but it doesn’t begin to describe everything that falls under that definition. Essentially, it’s a model of online marketing where advertisers pay a set fee every time one of their ads is clicked.

If you have a website, this is how advertisers buy visits to it. It’s the opposite of “earning” the visits organically. Here’s the thing, though – if PPC marketing is doing what it’s supposed to do, the price paid for the click is irrelevant.

If a £2 click turns into a £200 sale, the profit is more than apparent. Search engines like Google reward advertisers for innovative pay-per-click campaigns.

For that reason, many businesses decide to seek out help from a PPC marketing agency. UK-based pay-per-click companies can build winning PPC campaigns by addressing two main categories of this digital marketing method.

Google Ads

Undoubtedly, the most popular PPC advertising platform is Google Ads. How does it work? Google Ad users bid on a keyword and pay a fee when someone clicks on one of their ads.

As you can imagine, the competition is great. The winning ad, placed at the top of the Google search results, has a combination of factors going for it. First and foremost, the quality and relevance of their keywords.

There are other metrics, such as Quality Score, a value that measures click-through rate and landing page quality.

To ensure excellent ad placement, you’ll need the expertise of a PPC marketing agency. London-based firms can ensure that when Google digs into the pool of advertisers, your website comes out as the winner.

PPC Keyword Research

The other side of PPC marketing is keyword research. For a PPC campaign, that can be an incredibly time-consuming process.

When you need to build an entire PPC strategy around keywords, you’ll need a PPC marketing agency. UK-based PPC firms can create relevant, exhaustive, and expansive keyword lists for your campaigns. Also, a PPC keyword list should always continue to grow and be refined.

How to Choose a PPC Marketing Partner

Now we’ve outlined the essential components of every PPC marketing campaign, it makes sense why choosing the right company matters.

There’s a lot at stake, after all. Making sure a PPC marketing agency is aligned with your business objectives is crucial. Here is a list of things to check when performing a PPC agency audit.

They Are Data-Driven

One of the reasons to choose PPC marketing is the direct correlation between ad spend and generated revenue. This is not possible without analytics.

Using numbers to strategize new ideas can substantially improve ROI. In essence, these companies use what they know already and are always learning more.

Deep Understanding of Local Search

Most smartphone users search for businesses close to them. That is why local searches should never be ignored.

This is something to keep in mind when searching for a PPC marketing agency. London local searches are incredibly important, as there are many businesses in competition.

Strong Mobile Optimisation Practices

We’ve reached the point where over half of all clicks on search ads come from mobile devices. That’s why PPC ads need to be ultra-accessible on smartphones and tablets. Make sure you’re partnering with an agency that has a deep understanding of this.

They See the Big Picture

Your PPC marketing partner must have a broad digital marketing strategy. PPC is vital, but it doesn’t exist in a vacuum. The best PPC marketing agency can help you improve all areas of digital marketing for your business.

Working With a PPC Agency That Understands Your Ideas

There’s a reason many businesses rely on PPC more than any other marketing strategy. It delivers results. But only if you have the right PPC agency behind the campaign. Pouring money into a PPC strategy and seeing no results can be frustrating – that’s why an audit is helpful before you commit.

The metrics you’ll want to use are listed above, but others are uniquely suitable for your business. However, the crucial components are that they understand your vision.