Back in 1994, AT&T launched its first online ad as a part of its “You Will” campaign. Now there are billions of digital ads.
Most of the ads you see over the web and applications are PPC (Pay-Per-Click) which indicates the tremendous growth of PPC over the years. In fact, SMBs invest $9K and $10K on PPC monthly.
Now, you might wonder: “What is all the hype surrounding PPC?”
If you’re a B2B company, then let me tell you that PPC works great if approached correctly. The best PPC campaigns can make investments seem insignificant because $10 may bring in $200 or even $300 sales. That’s why PPC advertisers invested over $10 billion in 2017, and ever since, PPC’s growth has been explosive.
The catch in this PPC story is finding the best agency to manage your PPC campaigns. So, let’s start your search for the best SaaS PPC agency!
Characteristics of a Good PPC Agency
Before I tell you the characteristics of a good PPC agency, let me brief you about B2B PPC agencies.
A B2B PPC agency effectively manages your paid online advertising campaigns. It looks after the nitty-gritty of your paid ads to ensure the maximum success of the campaigns.
Finding the best PPC ads agency isn’t a joke because many agencies are out there. So, here are the essential characteristics you must look for in a PPC agency.
1. Data-driven, Analytical, and Result-oriented
Data and analytics are critical to B2B PPC as they directly connect the revenue generated to ad spend. So, a B2B paid search agency must possess the ability to study and make decisions based on data and analytics.
The best PPC agencies understand how to use numbers to build the B2B PPC strategy that works to improve the bottom-line ROI. They use their experience and knowledge about your target market to create successful campaigns. Moreover, a data-driven PPC agency gathers as much data as possible to build campaigns and shares data with their client.
Here are a few questions to ask your PPC ads agency to confirm this characteristic before collaborating. For instance,
- Do you share data and outcomes with clients?
- What tools do you use to measure the crucial PPC metrics?
- Do you provide a full analytics report?
- What do you include in your analytics reports?
- Will I have direct access to data analytics and reporting?
2. Equipped with Data Gathered from First-Party Sources & Strategic Partnerships
The best B2B PPC services agency owns an extensive database wherefrom they extract first-party data. The more campaigns they run, the more first-party data they gather about specific target markets and their behaviors.
Further, a good PPC company knows how to utilize first-party data to predict a target market’s demands and buying patterns based on past client experiences and similar industries. A few agencies may also allow you to tap into their database of previous clients to develop an effective B2B PPC strategy.
B2B PPC agencies who love to stay ahead of the game partner with leading search platforms and social media channels. These sources bring first-hand data about target markets that can be used to build successful campaigns.
3. Understanding of Local Search
Have you ever Googled ‘best restaurant near me’?
We all have. In fact, most people use the ‘near me’ phrase to find local businesses like cafés, salons, grocery stores, and more.
According to 2018 statistics, 82% of smartphone users use Google and other search engines to find nearby businesses. In the US, one-third of consumers search for local businesses online. And local and organic searches together make up 69% of the overall digital traffic.
Moreover, research also suggests that 76% of people who search for local businesses nearby visit a related business within 24 hours, and 28% of those searches result in a purchase.
The numbers indicate that your B2B PPC services agency must have knowledge of local search. Once you get featured in local searches, your traffic can get huge.
But you can never know about a PPC agency’s experience in local search unless you ask them a few questions;
- What is your approach toward local paid search objectives?
- Do you have success stories of your local PPC work?
- How do you measure location-based keywords’ success?
- Are bid modifiers used for location-specific queries?
4. Excellent Keyword Research Skills
If you want to see quick ROI growth, it is best to target commercial-intent keywords because consumers searching for “best CRM software” or “Buy MacBook Pro” are ready to purchase.
However, PPC advertising is not only about making more sales. You may have other end goals like driving website traffic, adding more quality leads to your sales funnel, boosting brand awareness, or growing your email list.
No matter your PPC campaign goals, your PPC marketing firm must understand your campaign's purpose and target the right keywords.
To analyze a PPC agency’s keyword research skill, ask these questions on your first call:
- How to identify the keywords to focus on?
- What keyword research tools do you use?
- Can you share a keyword strategy for a similar business?
- What metrics do you track to see if a keyword is performing well?
5. Robust Mobile Optimization Capabilities
Mobile devices are everywhere. Hence, it is all the more important for PPC ads to be easily accessible on all devices.
Research shows that 52% of PPC clicks come from mobile and 70% of all paid search impressions are on mobile. So, strong mobile optimization capabilities are a must for good B2B PPC agencies.
Your B2B PPC company must be capable of designing creatives and writing copies for mobile devices. Moreover, they should also be able to handle the changing social and search algorithms. Here are a few questions to ask your B2B PPC agency to gauge this characteristic.
- Are your PPC ad copies mobile-optimized?
- Do you consider designing PPC ads for mobile rather than desktops?
- Can you provide any mobile-specific PPC ad campaign results?
6. Expertise in Multiple PPC Channels
Good PPC management companies must know the right PPC channels to focus on. While there are several PPC channels, every niche has its favorite, depending on the target market and end goals.
Similarly, some PPC agencies may excel in paid search campaigns, while others may hold expertise in social media campaigns. Like each campaign, PPC agencies differ too. So, ensure that the B2B PPC vendor you choose specializes in the platforms you want to use.
To find the best PPC vendor for your business, understand your needs first. What channels do you consider for your PPC ads? Do you need help with designing ads or ad copies? Are you looking for a collaboration, or do you prefer a complete hands-off project?
Decide what you want and then clear things out on your first interaction with the B2B PPC marketing company.
7. Experienced in Digital Marketing
PPC or paid advertising is a subset of digital marketing, and the most competitive PPC agencies understand this very well. They are familiar with the other aspects of a digital marketing strategy.
The best PPC agencies have strong web designing, content marketing, and technical teams to look after all things digital marketing. They run effective PPC campaigns and can assist you with building engaging landing pages and creating blogs or eBooks for lead magnets.
In short, your B2B PPC agency must be able to envision the bigger picture and then work on every aspect to achieve the larger business goals.
5 Important Factors to Choose the Right B2B PPC Agency
Among the many B2B PPC services, a few might be right for you than others. Here are 6 decision-making factors that can guide you in choosing the best B2B PPC agency.
Services
Before checking out the B2B PPC agency’s services, list your needs.
If you want everything, from B2B PPC strategy to graphics, content, and creatives for your ad, choose an agency that covers all of these. Similarly, consider the channels that the agency manages and holds expertise in. If you want to run your ads on social media but the agency handles only Google ads, switch to the next option.
Transparency
You deserve to know what you’re paying for. So, ensure that the B2B PPC marketing company you choose shares everything with you – from PPC strategy and keywords to campaign results.
Further, the agency should also communicate their price breakdown – how much you will spend on ads and what other things get included in the cost. Get clear answers from the agency before you finalize. This way, you can prevent surprises (read shocks) that often accompany the bill.
Industry Expertise
Is the PPC marketing firm familiar with your industry? Are they in partnership with the ad platforms best for your industry?
Collaborating with B2B PPC experts who have previously worked in your industry means they will understand your goals better. Also, they will pick up on the little details that are unique to your industry and target audience.
Knowing specific stuff like industry regulations you follow, topics that engage your target audience the most, your regular approach to business functions, etc., can help you ace your B2B PPC strategy.
Pricing
When investing in B2B PPC, do consider your budget. While you might make the money spent on ads, it is not guaranteed. So, if you are trying out PPC for the first time, do not overspend, assuming it will generate a higher ROI.
However, do not search for a cheaper option either. It may yield a different result than you expect. Choose the B2B PPC ads agency that has reasonably priced plans. Their rates might come as a percentage of the ad spend or as a flat fee. So, account for your ad spend when budgeting the agency services, as that might not be included in the pricing structure. Also, make sure to check the services offered within a specific price range.
Reviews/ Testimonials
A B2B PPC agency isn’t going to tell you that they aren’t good. So, to judge the services, you must spend some good time reading reviews.
Visit third-party sites like G2 and Capterra to read customer feedback. Also, visit the social media pages of the agency – Facebook, Yelp, Google, and other review sites.
Pair the third-party data with agency testimonials or case studies to make the best decision for your business.
Top 5 PPC Agencies for B2B SaaS
Once you know your needs and deciding factors, you can begin your B2B PPC agency research. To start with, here are the top agency recommendations.
1. TripleDart
If you are looking for an all-rounder B2B PPC agency, then TripleDart is the right destination for you. Trusted by 50+ leading B2B SaaS companies, TripleDart is a performance marketing agency that can help you with PPC campaigns, paid social, paid search, SEO, content marketing, data analysis, and CRO.
The growth-driven B2B PPC agency can help you overcome your ROI challenges with expert consultations. So, if you are looking for accelerated lead generation, revenue growth, and conversations, TripleDart is worth your time.
2. KlientBoost
It’s no more a secret that your landing page design and optimization are critical to the success of your PPC campaigns, and KlientBoost is the best for landing page design and management services.
KlientBoost helps B2B SaaS companies build conversion-focused landing pages, run PPC campaigns, and offer social media management services. Hence, the B2B PPC agency can be an excellent partner for your business growth.
3. Directive Consulting
Directive Consulting is one of the best PPC agencies for SaaS and B2B businesses. The B2B PPC agency holds expertise in helping software businesses rule multiple marketing channels – from paid search to SEO and CRO (Conversion Rate Optimization) and drive revenue.
So, whether you need PPC services only or a complete digital marketing strategy, Directive Consulting is one of the agencies worth considering.
4. OpenMoves
OpenMoves is a New York-based performance marketing company offering paid media (paid social & paid search) and PPC services for B2B SaaS companies.
Coming to the services offered by OpenMoves, the agency covers it all. It can take care of your PPC needs (including PPC reporting, paid media, PPC eCommerce), SEO needs (local SEO, content optimization, technical SEO, link building), and email marketing needs (marketing automation, landing pages, campaign to reporting, and campaign management).
If you are a B2B SaaS company getting started with digital marketing, OpenMoves can guide you well. Moreover, you can access several services under one roof.
5. Riverbed Marketing
Riverbed Marketing is a relatively small Canada-based B2B paid search agency completing a decade in the industry in 2023. The agency is a full-stack B2B technology marketing agency that helps tech companies drive revenue and scale lead generation.
The agency offers B2B PPC services and other digital marketing solutions like paid advertising, inbound marketing, SEO, content strategy, and demand generation. Riverbed is also a HubSpot partner agency, which can help you optimize your B2B Google ads aligned with your leads from within HubSpot.
Final Note
Crafting impressive ad copies, designing dramatic creatives, and building perfect conversion-focused landing pages is important. But choosing the best B2B PPC agency is also equally important.
There are undeniably powerful platforms in the market offering you digital marketing services. All you need to do is pick the agency that fits your business needs, goals, and your target audience. Once you partner with the right B2B PPC agency, your growth will be unstoppable. You can generate more leads, increase conversions, and make more money.
So, before you decide on your B2B PPC partner, remember that the right one can make a huge difference for your business.
FAQs
What is PPC in B2B marketing?
B2B PPC is a paid marketing method that involves bidding on keywords and where advertisers pay only when visitors click on their ads. As the name suggests (Pay per click), this marketing method implies paying-for-clicks. With B2B PPC management companies, businesses can capture leads faster and more efficiently.
How do I target B2B audience on Google Ads?
To target B2B audience on Google ads, you must first find the right keywords. Then, set a campaign objective and choose the perfect type of ad. Don’t forget to optimize your copy and landing page with the keywords and leverage Google Ad extensions. Once you launch the PPC ad, track the results for further improvement.
