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Understanding What a PPC Agency Does

As the number of businesses who are shifting their operations online, in order to effectively provide web users with a varying degree of products and services increases, so does the level of competition.

Although the internet is a vast marketplace, where you have an opportunity to reach out to a broad demographic of users, you still need an effective strategy to achieve this. Search engine optimization is one of the strategies you can utilize, however, it takes time for it to yield results following its implementation. A strategy which does not take as much time is PPC- which is an acronym for Pay per click advertising. 

Pay Per Click or PPC has become one of the most effective ways of increasing a brand’s visibility and reach. Whether you run a brick-and-mortar or an online business, PPC is unquestionably an efficient way of letting people know that you exist.

PPC advertising is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine marketing is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s advertising platform when someone searches on a keyword that is related to their business.

Google Ads is the single most popular PPC advertising platform in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

Though PPC may sound simple, even as there are various online resources (such as videos and articles) you can use to learn how to start a PPC campaign, it’s effectiveness is only guaranteed when you have a significant level of experience and technical know-how on the entire process. This is where a PPC advertising agency comes in. A PPC agency is responsible for managing a company’s entire PPC advertising strategy and budget. Hiring a PPC agency helps you achieve the following goals:

1. Save valuable time

It takes time for you to fully understand how PPC truly works. Despite the fact that a lot of digital marketing platforms try as much as possible to make their platform easy to use, it still remains rather complex and cannot be understood overnight.

It is not all about just creating a PPC campaign and allowing it to run itself, it does not work that way. For your PPC campaign to be effective and yield results, you need to conduct regular analysis and management of all the essential components. This you may not be able to fit into your schedule, but a PPC agency can come in to help assist you with effective management of the entire process.

When you employ the services of a PPC Agency, you basically hand over your digital marketing goals to the experts for them to handle. This saves you valuable time, which you can then channel into handling other important areas of your business which you are actually knowledgeable about and have experience on. Instead of wasting time trying to grasp all the technical aspects of kick-starting a PPC Advertisement, you can hire the experts to do so.

Learning and managing the intricate facets of the process takes time, which you do not really have because you have other business operations to run.

2. Yield positive results

Employing the services of a top PPC agency with an excellent track record means that your PPC campaign is going to be handled by professionals who are experts in the field of digital marketing. This increases your chances of success and positive results because the agency will implement each step with a high degree of standard. A PPC agency can counsel and guide you on tips to maximize the success of your advertisement. They also have the knowledge on how to tailor your budget to ensure wise spending and limit or minimize wastage.

In Addition, they can easily identify when a specific component is performing poorly and take adequate measures to fix the issue immediately.

3. Save money

The desire of every business is to keep operating costs at a minimum whilst ensuring revenue generation that exceeds profit margins. Although PPC Advertisement is relatively affordable and cheap, if it is not properly managed, it can lead to loss of valuable resources without any positive return on investment.

Saving cost is also another advantage of working with a PPC agency. First of all, they have experience in what works and what will not, so they channel the money set aside for advertising in the right direction. This allows you to stay within budget and cut down costs though matter how little it may be.

Secondly, when you employ digital marketing to handle the task of your PPC management, you eliminate the need to hire an individual hence saving cost on salaries and benefits. Outsourcing your PPC management allows you to dictate the terms of your working relationship with the respective Agency.

4. Ensure precision and accuracy

PPC advertising requires a certain degree of precision and accuracy when it comes to keyword selection, display of ads, measurement of ad impressions, and other essential elements necessary to run a successful campaign.

Using a PPC agency ensures that all these crucial aspects of the process are taken care of with a high level of precision and accuracy. To ensure that your Ad performs excellently and yields positive results, the PPC agency will regularly monitor, test and adjust your PPC campaigns and landing pages to make sure you are getting the best returns on your investment.

Because they recognize that expertise is needed for continuous service delivery of a high standard, an outstanding PPC agency will also make learning their top priority. This enables their staff to stay up to date with the latest PPC methods and techniques.

Duties of a PPC Advertising Agency

A PPC Agency typically consists of a group of well-trained individuals who are experts in creating, testing and managing PPC ad campaigns. The responsibilities these PPC experts can be grouped into three:

  • Setup
  • Reporting
  • Optimization


The first responsibility of any PPC management company is to set up the campaign and lay the foundation for success. This involves several steps such as devising a campaign structure, creating ads and implementing conversion tracking. However, it starts with strategy.

Developing a strong strategy is essential for running an effective ad campaign, and it’s one of the first things a PPC management agency should do.

To form an effective strategy, the PPC agency will need to gain an understanding of their client’s business objectives and marketing goals. What’s the purpose of the paid advertising campaign? Does the client want to drive more phone calls? Get more newsletter sign-ups? Increase online purchases? Grow brand awareness?

Additionally, this process involves getting to know the target audience and any customer personas the client may have outlined. Furthermore, agencies will need to identify the key performance indicators (KPIs) that can help measure success, such as impression share, click-through rate (CTR), conversions, lead quality or revenue.

All of this information helps create a comprehensive strategy. Once the strategy is in place, it will inform the remainder of the campaign setup, from campaign type and location targeting to conversion tracking.

Campaign setup involves a variety of factors, many of which vary by platform and campaign type. Tasks may include setting up:

  • Ad groups
  • Ads
  • Ad extensions such as sitelinks, location extensions and callouts
  • Keywords
  • Location targeting
  • Audience and demographic targeting
  • Placements or topics
  • Content exclusions
  • Dynamic ad targets
  • Bid strategies
  • Budget
  • Landing page
  • Conversion tracking

Once a PPC company has set up and launched the campaign, the next step is to build out appropriate reporting to monitor performance and guide optimization.


In addition to setting up campaigns, one of the most important things a PPC management company does is reporting. Reports should be customized to the client’s KPIs and delivered on a regular basis, such as bi-weekly, monthly, or quarterly.

Different PPC agencies use different platforms for reporting. Some may use Excel, for example, while others may use Google Data Studio. Some companies may provide static reports, while others offer dynamic reporting dashboards where the data updates in real time.

Regardless of the platform they use, PPC companies should ensure reports contain information relevant to their clients’ goals. Most reports will incorporate graphs and charts to help convey complex data in a visual and easy-to-understand manner. Many will also include benchmarks and comparisons to help put the data into context.

The level of sophistication in reporting can vary based on an agency’s resources and expertise, as well as the client’s needs. Some clients may only want to see ad-level metrics like clicks and impressions. Others may want a deeper analysis into website engagement, lead quality and ROI.

Some PPC management companies will bring in data from multiple sources to give their clients a more comprehensive picture. For example, a client may have a campaign running on Instagram, but reporting data from Google Analytics can help the client better understand the other channels through which users are coming to their website, and how they’re engaging once they’re there.

This information can be a value-add and give businesses a more holistic view of their online presence.

In the end, reports not only keep the client informed of campaign performance but also allow the PPC agency to analyze data and gain insights. This leads to data-driven decisions and tactics that can help optimize the campaign.


The third main area of responsibility for PPC management companies is optimization. This is an ongoing process of managing and tweaking the campaign to improve efficiencies and performance.

The optimization decisions a PPC company makes should derive from data and serve the goals of their clients. A client focused on lead quality, for example, will require very different tactics than a client whose goal is to grow brand awareness.

PPC optimization tactics include:

  • A/B testing
  • Bid adjustments
  • Budget shifts
  • Ad scheduling
  • Targeting adjustments
  • Negative keywords
  • Audience observations
  • Beta features like image extensions

In addition to the above, PPC companies need to keep up with platform changes like new ad products and policy updates. This is a crucial part of keeping a campaign optimized and avoiding costly missteps.

For example, Google Ads recently removed age, zip code and other targeting capabilities for advertisers in a handful of verticals. If a PPC agency was unaware of this change or failed to address it, an affected client’s ads could have stopped serving due to policy noncompliance.

For this and many other reasons, businesses that are interested in obtaining PPC management services should be sure the agency they choose is attentive, proactive, and knowledgeable.

PPC is now a mainstay in digital marketing because it is effective, delivers fantastic results, and is used widely. As you look to grow your business, you can’t go wrong with injecting a touch of PPC into it. Once you do, you’ll never go back because you won’t be able to imagine a life of marketing without PPC ads.

However, as mentioned, the process of implementing such strategies is not easy, and it requires specific skills and expertise to ensure that it is done right. For this reason, you need a PPC expert to do it for you while you handle other aspects of your business. With a professional, you can guarantee that you will get the results that you need to thrive in no time!

By hiring a PPC agency, you are essentially hiring a group of skilled professionals that handle a variety of PPC campaigns daily. The experience and knowledge of a PPC agency provides you with a competitive advantage which should not be underestimated. To constantly improve campaigns and optimize ROI it calls for consistent monitoring and persistent adjustment. This is why you should hire a PPC agency – an agency that has the experience and the expertise to deliver a healthy return for your business.

Ocubedigital is a Leading PPC Advertising Agency in Nigeria specialized in using Google Ads to create top performing pay per click advertising campaigns that generate instant quality leads for Businesses using Google Ads.

Ocubedigital is a Leading PPC Advertising Agency in Lagos specialized in using Google Ads to create top performing pay per click advertising campaigns that generate instant quality leads for Businesses using Google Ads.