If you are new to the online advertising world, then you might need to familiarize yourself with certain terms before you opt for advertising your product or services. One of the most common methods is PPC advertising.

Overview of PPC Advertising

PPC stands for Pay per Click. When you opt for this method of advertising, you are not paying ad companies to load ads on prominent websites or blogs. You only pay when people ‘click’ on your ad and not just view it without clicking.

One of the popular forms used by many ad agencies worldwide is search engine advertising. It makes use of various platforms like Google Ads where you have access to a larger target audience making it easier for you to run your ad campaigns.

It is always better to let experts such as Australian Internet Advertising (AIA) located in various parts of Australia such as Melbourne, Brisbane, and Sydney handle your PPC campaigns. This is an online marketing agency that specializes in SEO optimization and social media campaigns. This Google Adwords agency will ensure that you get the maximum returns from your Google Ads campaign.

Their creative experts have a thorough knowledge of internet marketing and help you create the right ad words that are sure to get traffic onto your website.

So, before you jump the gun and hire the services of ad companies, you might want to first understand how PPC works. PPC consists of you (advertiser), middlemen, and the publishers. Middlemen can be any PPC networks such as Google Ads, Facebook ads, or Bing ads that will use your keywords to promote your products or services.

When any visitor will click on your ad, you will be charged a certain amount of money by the PPC network. PPC works on a bidding system. Limited advert slots are available from PPC networks and if the bidding keyword is popular, then the price is likely to shoot up for the same.

The bidding is based on certain factors such as:

  • Your Ad Rank based on your quality score
  • The bidding amount. If your ad is of high quality, then you can even with a low bid
  • Your Quality score. This can be based on having the right keywords, click-through rate, and the landing page experience

Get the Most from your Ads by Hiring the Right PPC Agency

If you are planning to hire experts for your promotional campaign, you might need to ensure that they are good at their job. Asking the right questions can help determine the credibility of the agency and save you from making the wrong decision. Some of the questions that you need to ask your ad agency are:

  • What are the different PPC services you offer?
  • How long have they been in business?
  • Do they have any references?
  • Who will be handling your PPC campaign?
  • Do they have experience in PPC campaigns for your business niche?
  • Are you partnered with any prominent PPC networks such as Facebook, Google, or Bing
  • How will the bidding process take place?
  • What are the minimum ads spend to be set aside?
  • Do you have to pay for your ads spend monthly or on an hourly basis?
  • How transparent would they be in sharing data with your organization?
  • What would happen to the extra amount that has not been spent?
  • What are the reporting and analytic tools they use to keep track of the campaign?
  • How can you improve on your Quality or CTR score to get the best results?
  • How can you improve your ad placement?

If you are not satisfied with any of the above questions, you might want to search for other companies. Ensure that you are fully ready and understand the contract terms and conditions before you sign the dotted line.

In addition to the above questions, you might even want to enquire if the ad agency is certified with prominent search platforms. Each platform has certain requirements, you might have to do your research and then ask relevant questions.

A good and experienced agency will know exactly how to handle your PPC campaign and come up with the right keywords that would attract your target audience.


The right PPC campaign can make or break your business. This is where the experts come in as these campaigns can get tricky as every detail matters and if you miss out on certain aspects, you will not be gaining much from your campaign.

Leave a Reply

Your email address will not be published. Required fields are marked *