Growing a successful business in New Zealand requires a smart and effective marketing strategy.
For businesses looking to grow, generate sales, market share, and leads, Pay-Per-Click (PPC) advertising can be a powerful tool to drive targeted traffic, generate leads, and boost sales.
Understanding the many channels and methods of PPC can be difficult, and choosing the right agency to manage your campaigns is crucial.
This article will guide you through the key factors to consider when selecting a PPC agency in New Zealand, making sure you get the best return on your investment.
Why is Choosing the Right PPC Agency So Important?
Your PPC budget is an investment in business growth.
A well-executed PPC campaign can significantly impact your bottom line, driving qualified leads and sales, increasing brand visibility, reducing customer churn, and driving customers to your premises.
On the other side, a poorly managed and optimised campaign can easily waste your money and deliver minimal results.
Partnering with the right PPC agency can be the difference between rapid growth and disappointment.
An experienced PPC agency brings expertise, experience, and a data-driven approach to maximise your ROI.
What to Look for in a PPC Agency:
Choosing the right PPC agency is more than just picking the one with the lowest (or highest) price. It's about finding a partner who understands your business, your target audience, your goals, and your target audience’s goals. Some key factors to consider:
Specialisation and Expertise:
- Industry Experience: Does the agency have experience working with businesses in your specific industry (trades, services, retail, hospitality, events, not-for-profit, etc)? While general PPC knowledge is important, industry-specific experience can be invaluable. They'll understand the nuances of your market and tailor campaigns accordingly.
- Platform Proficiency: Are they experts across the platforms you're interested in (Google Ads, Display advertising, Social Media Ads)? Ask for examples of accounts that they’ve managed, and their objectives.
- Full-Service Offering: Do they offer a comprehensive suite of PPC services including audience targeting and segmentation, keyword research, ad copywriting, landing page optimisation, conversion tracking, and reporting? A full-service agency can handle all aspects of your campaign, ensuring consistency and maximising effectiveness.
- Local Knowledge: While many agencies operate remotely, consider the benefits of working with a New Zealand-based agency. They'll have a better understanding of the local market, consumer behaviour, and cultural nuances.
- Targetting: What targetting methods do they recommend to find your ideal customer? A knowledgeable PPC expert won't confuse you with jargon, but will clearly explain the targetting tools, tactics, and methods they will use for your campaigns in a way that's easy to understand.
Transparency and Communication:
- Clear Reporting: How often will they provide reports, and what metrics will they include? Look for agencies that offer transparent and detailed reporting, showing you exactly where your money is going and the results it's generating. Key metrics to watch include click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).
- Open Communication: How responsive are they to your questions and concerns? A good agency will be proactive in their communication, keeping you informed of campaign progress and offering insights and recommendations.
- Access to Your Accounts and account ownership: Will you have complete access to your ad accounts? Transparency is key. You should have full access to your accounts and ownership of them to see how your campaigns are performing. We’ve seen too many situations where agencies will offer to set up an account for clients, but then claim ownership of it later on if you decide to move.
Data-Driven Approach:
- Keyword Research: How do they approach keyword research? A thorough keyword research process is essential for targeting the right audience and maximising your budget. They should use a variety of tools and techniques to identify relevant keywords with high search volume and low competition.
- A/B Testing: Do they use A/B testing to optimise ad copy, images, audiences, and landing pages? A/B testing is a crucial part of PPC optimisation. A good agency will constantly test different variations of your ads to see what performs best, always iterating to find the ads and targeting that delivers the best return on your investment.
- Conversion Tracking: How do they track conversions? Tracking conversions is essential for measuring the success of your campaigns. They should be able to track a variety of conversions, such as form submissions, phone calls, and sales.
Pricing and Contracts:
- Pricing Models: How do they structure their fees? Some agencies charge a percentage of ad spend, while others charge a flat monthly fee or a combination of both. Understand the different pricing models and choose the one that best suits your budget, needs, and long-term plan.
- Contract Terms: What are the contract terms? Be sure to read the contract carefully before signing anything. Pay attention to things like contract length (is there a fixed term?), cancellation fees, and ownership of ad accounts.
Questions to Ask a Potential PPC Agency:
- What is your experience working with businesses in my industry?
- What platforms do you specialise in?
- How will you target my ideal customer?
- Can you provide case studies of successful campaigns?
- How do you approach keyword research?
- What channels do you recommend for my business?
- Will I have a dedicated person managing my account, and what is their experience?
- What reporting metrics do you provide?
- How often will we communicate?
- What is your pricing structure?
- What are your contract terms?
- Will I have access to my ad accounts?
- What is your approach to A/B testing and optimisation?
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Red Flags to Watch Out For:
- Guaranteed Rankings: No reputable PPC agency can guarantee top rankings on search engines. Algorithm changes, the competitive environment in your industry, and other factors can affect rankings.
- Instant Results: PPC takes time to deliver results. Be wary of agencies that promise instant success.
- Lack of Transparency: If an agency is unwilling to share data or explain their strategies, it's a major red flag.
- Pushy Sales Tactics: A good agency will focus on building a relationship and understanding your needs, not pushing you into a contract.
Making the Final Decision on your PPC Agency:
Choosing the right PPC agency is a big decision, with a significant impact on your business's growth.
Take your time, do your research, and ask the right questions. Don't be afraid to interview multiple agencies before making a decision.
Consider not just their expertise, but also their communication style and their fit with your company culture.
A strong partnership with your PPC agency can be a powerful driver of success, and a key relationship for your business.
Partnering with ROAS Performance Marketing for Your PPC Success:
At ROAS Performance Marketing, we understand the unique challenges and opportunities facing New Zealand businesses.
We offer a full range of PPC services, from keyword research and ad copywriting to landing page optimisation and conversion tracking.
Our team of experienced PPC specialists is dedicated to helping you achieve your business goals.
Contact us today for a free consultation and let us show you how we can help you grow your business with effective PPC campaigns.