Companies don’t just rely on search engine optimization (SEO) and social media to promote their business. They’re also spending money on paid ads.
Estimates suggest global advertisers could invest $700 billion in paid search in 2022. The number will only increase as more businesses shift to or begin eCommerce.
If you’re a digital marketing agency, you can grow your cash flow fast by setting up a PPC. Digital Authority Partners (DAP) has already laid the foundations for starting a PPC agency. This article broadens the scope with a comprehensive step-by-step guide:
Step 1: Learn the Nitty-Gritty of PPC
Passion and some technical SEO knowledge can only do so much. You have to go deep and understand PPC before you can offer it.
PPC is a type of online advertising where advertisers only pay when someone clicks their ads. This marketing is different from other forms of online advertising. For example, in banner ads, the advertiser pays based on impressions (i.e., the number of times the ad is displayed).
PPC is online advertising because it allows advertisers to target their audience more effectively than other methods. It also provides a high level of transparency.
But PPC can also be costly since competition for clicks can be high. Moreover, it is also susceptible to click fraud.
You can learn more about PPC by taking free courses and certifications. Well-known studies include Google Ads Certification, Microsoft Advertising Certified Professional, and SEMrush PPC Fundamentals.
Doing this also works to your advantage when trying to land clients. You can show off your certificates and say you’re an expert in the field.
Step 2: Create a Business Plan
Once you have gained a more thorough knowledge of PPC, you can now begin forming your agency with a business plan. It is a written document describing how a company will achieve its goals, usually a new one.
You can have a lean business plan, but a comprehensive one is ideal for beginners since it covers the essential parts:
- Executive summary
- Company description
- Market analysis
- Competitive analysis
- Product/service line
- Sales and marketing strategy
- Management team
- Financial projections
Writing a good business plan takes time and effort since it is difficult to predict your company’s future. But you can make excellent estimates using historical data, studying competitor growth, and researching the market.
Step 3: Set a Budget
Setting up a PPC agency can be as low as hundreds to thousands of dollars a month. You can determine your spending by considering different factors.
First, know the size of your team. Do you plan on running the agency solo, or do you need to hire help? The number of people you need will affect how much you spend on salaries and benefits.
Outsourcing the service can save money on labor and other overhead expenses. This setup is even more ideal once your agency begins growing. You can quickly add more people to your team without worrying about hiring costs.
Second, decide whether you need an office. Working from home can help you save a ton on commercial rent. But you also spend on the Internet and utilities.
Third, think about the tools you need to run your agency. You can use free or cheap B2B applications, but they often have limited features. Instead, you can look for software-as-a-service (SaaS) platforms, pay for what you need, and unsubscribe anytime.
Fourth, don’t forget about marketing. It would be best to let people know that your agency exists and that you’re open for business.
Traditional marketing methods, such as print and TV commercials, can be costly. But you can balance that with cost-effective alternatives, such as online and social media marketing.
Finally, you must factor miscellaneous costs into the budget, such as licenses and permits. Again, these can vary depending on your location.
Step 4: Get a Client
You’ve already covered the costs and have set up a team. It’s time to execute your business plan and get a client:
- Build a brand that will help you stand out from the competition. Choose a name, logo, tagline, and color scheme that represents your business well. Use these elements consistently across all media channels.
- Create a robust online presence and make a good impression. Design an easy-to-use, mobile-friendly website. Fill it with high-quality, optimized content.
- Strengthen your social media presence. Post engaging updates and interact with your target market. Use relevant hashtags to reach a wider audience.
- Pitch your services to potential clients. Highlight your unique selling points (USPs). Then, focus on the benefits they can get from working with you. Offer a free trial or a discount on your services to attract leads.
Step 5: Improve the Service
You’ve landed a few clients and are now officially in business. Congratulations!
Now it’s time to focus on improving the quality of your service to increase customer satisfaction and loyalty. You can get more referrals and repeat clients as a result.
Here are a few things to improve your PPC agency service:
- Build a portfolio. Showcase your previous work to potential clients. It will help them decide if you’re the right agency for their needs.
- Consider focusing on a niche. You can become an expert in a specific industry or type of PPC campaign. It helps you offer more value to your clients.
- Offer additional services. Most clients will appreciate it if you provide more than PPC services. You can add web design and development, copywriting, and social media marketing to your list of offerings.
- Join industry groups. Connect with other PPC professionals and stay updated on the latest trends. You can also get referrals from these groups.
- Get accreditations. Accredited by Google and Bing will help you build credibility and win more clients.
Final Words
PPC agencies are in demand because businesses know the value of effective paid-ads campaigns. Starting one won’t be easy, but this guide can lessen the birth pains and hiccups.
You can also begin and grow your agency fast by outsourcing the service. Doing this spares you the hassle of hiring and managing a team. You can also count on other people’s training, education, and experience to do the job well.
Either way, you can make it big in the PPC agency business as long as you have the drive to succeed and a well-laid plan.
