What’s It Like To Work With A Paid Search Agency?

Working With A Professional Paid Search Agency

Paid search marketing is one of the most effective ways to drive targeted traffic to your website. Whether you’re a small business or a large corporation, paid search campaigns can help you reach your desired audience and achieve tangible results. But what is it like to work with a paid search agency, and how do they help you navigate the complexities of paid search advertising? This article will walk you through the process, from onboarding to ongoing management, and explain what you can expect from working with a professional paid search agency.

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Initial Consultation and Onboarding Process

Understanding Your Business Needs

The journey with a paid search agency typically begins with an in-depth consultation. During this stage, the agency will seek to understand your business goals, target audience, and budget. This is crucial, as it helps them tailor a paid search strategy that aligns with your business objectives. The agency may ask you questions about your current marketing efforts, target demographics, and competitors. By gaining a comprehensive understanding of your business, they can develop a strategy that delivers the best possible results.

Strategy Development

Once the agency has a clear understanding of your business, they will begin crafting a customised paid search strategy. This involves detailed keyword research, ensuring that your ads target the right search queries. The agency will also focus on creating compelling ad copy and selecting the most appropriate ad formats (e.g., search ads, display ads, shopping ads). This is a critical stage, as it lays the foundation for a successful paid search campaign.

Setting Clear Expectations

During the onboarding process, the agency will also set clear expectations regarding the timeline, deliverables, and anticipated outcomes. You’ll agree on a budget for your campaigns, and the agency will provide estimates of what you can expect in terms of return on investment (ROI). It’s essential to establish these expectations early on to ensure that both parties are on the same page.

Campaign Setup and Management

Creating Effective Ad Campaigns

Once the strategy is in place, the agency will begin setting up your paid search campaigns. This includes writing ad copy, choosing keywords, and configuring bidding strategies. A key part of the campaign setup process is ensuring that your ads are optimised for the platforms you are using, whether it’s Google Ads, Microsoft Ads, or another search network. The agency will handle all the technical aspects, ensuring your campaigns are ready to go live and perform optimally.

The Role of Data Analytics

Data analytics plays a vital role in paid search campaigns. A good agency will continually monitor the performance of your ads using key performance indicators (KPIs) such as click-through rate (CTR), cost-per-click (CPC), and conversion rate. This data allows them to refine your campaigns, ensuring you get the most out of your budget. Regular analysis of this data ensures that your campaigns are always performing at their best.

A/B Testing and Optimisation

To maximise the effectiveness of your campaigns, most paid search agencies will run A/B tests. This involves testing different versions of your ads to see which ones perform better. By experimenting with different ad copy, images, or targeting methods, the agency can fine-tune your campaigns over time. This continuous optimisation is one of the key benefits of working with a paid search agency.

Communication and Reporting

Regular Updates and Communication

Clear and consistent communication is crucial when working with a paid search agency. You should expect regular updates on the progress of your campaigns, typically through scheduled meetings or reports. The frequency of these updates can vary depending on the agency and the scope of the campaign. Some agencies use project management tools to facilitate collaboration and keep everyone informed about the status of ongoing tasks.

Monthly Reporting and Analysis

Most agencies provide detailed monthly reports outlining the performance of your campaigns. These reports typically include metrics such as impressions, clicks, conversions, and ROI. The reports also offer insights into areas where your campaigns are succeeding and where there is room for improvement. Transparency is key, and a good agency will take the time to explain the data in a way that is easy to understand.

Adjusting Campaigns Based on Data

A significant part of a paid search agency’s job is to adjust your campaigns based on the data they collect. If certain ads aren’t performing as expected, the agency will make changes, whether it’s tweaking the ad copy, adjusting the keyword targeting, or reallocating the budget. This flexibility allows for ongoing campaign optimisation and ensures that your ads are as effective as possible.

The Benefits of Working with a Paid Search Agency

1. Access to Industry Expertise: One of the primary benefits of working with a paid search agency is the access to industry expertise. Paid search can be complex, with constantly changing algorithms, bidding strategies, and targeting options. An agency has the experience and knowledge to navigate these complexities and make informed decisions that drive results.
2. Time and Resource Savings: Managing a paid search campaign requires time, expertise, and resources. By outsourcing this task to a dedicated agency, you free up valuable time that can be spent on other aspects of your business. The agency takes care of everything, from campaign setup to ongoing management, allowing you to focus on running your business.
3. Better Budget Management and ROI: A paid search agency will have the expertise to manage your ad spend efficiently. They will ensure that your budget is allocated in a way that maximises return on investment. By continually optimising your campaigns, they can reduce wasteful spending and ensure that every pound you invest in paid search delivers value.

Challenges and Considerations

1. Communication Gaps or Misalignment: While working with a paid search agency can be highly beneficial, it’s important to be aware of potential challenges. Communication gaps or misalignment on goals can lead to issues in the campaign. To avoid this, make sure you have clear lines of communication and that both you and the agency are aligned on objectives from the outset.
2. Budget Mismanagement Concerns: Another challenge can be budget mismanagement. It’s crucial that the agency keeps a close eye on your spending and ensures that they stay within the agreed budget. Regular updates and reports will help you keep track of how your budget is being spent and ensure that there are no surprises.
3. Long-term vs. Short-term Results: Paid search can deliver immediate results, but it’s also a long-term investment. Some businesses expect overnight success, but the best results come from ongoing optimisation and refinement. It’s important to have realistic expectations about the time it takes to see significant improvements.

How To Choose the Right Paid Search Agency

Checking Agency Experience and Reputation

When selecting a paid search agency, it’s essential to check their experience and reputation. Look for an agency with a proven track record of delivering successful campaigns. Ask for case studies and references to ensure they have the expertise to meet your needs.

Understanding Their Specialisation and Tools

Not all agencies are the same. Some may specialise in specific industries or platforms. Ensure that the agency you choose has the right tools and expertise for your particular business. Ask about the software they use for campaign management and reporting to ensure it aligns with your requirements.

Client Testimonials and Case Studies

Client testimonials and case studies provide valuable insight into an agency’s capabilities. Reviewing their past successes can give you a better idea of how they operate and what kind of results you can expect. Don’t hesitate to ask for these when evaluating potential agencies.

Summary of Key Points

Working with a paid search agency can offer significant advantages for businesses looking to boost their online visibility and drive targeted traffic. From initial consultation and strategy development to ongoing management and optimisation, a paid search agency takes care of the complex process of running successful campaigns. By choosing the right agency and setting clear expectations, you can ensure that your paid search campaigns deliver the results you’re looking for, helping you grow your business effectively.

Interested to learn more about working with a specialist paid search agency? Request a proposal from Lead Genera today and explore what we can do to help accelerate your business growth.