There are many schools of thought when it comes to choosing the right PPC agency for your company’s needs. Some business owners feel that choosing a PPC agency means finding a local company that has a location the business owner is familiar with, while other companies prefer to do business with digital marketing agencies that are hundreds or thousands of miles away.
At the heart of this discussion is trying to determine which traits of a marketing agency are most important. Does it matter where the agency is located or is the agencies experience more important? There are several things to consider when it comes time for your company to choose the right PPC agency for your needs.
Each Agency Is Different
As you talk to different agencies both local and out-of-town, remember that your primary goal is to get the best possible results for your company. You want to discuss all of the various pay-per-click (PPC) project elements with each agency and get an understanding as to how they approach their projects. What does each company consider a successful project, and does that match your idea of success as well?
The fact that every agency is different in their approaches and project definitions is ideal for you as a client. This gives you the chance to compare a broad range of variables for each agency and get very specific answers to your questions.
The “Shiny” Benefits Local Agencies Offer
When it comes to choosing a company specifically because they are local, you have to figure out why being local is so important to you. Is it important that you be able to have a face-to-face meeting with your marketing professional when you need it? Why? Perhaps that idea of a local presence is a shiny object that distracts you from the real needs of your company. Some business owners are a bit old fashioned when it comes to their vendors, but that sense of being old fashioned could cause you to choose an agency that does not fit your needs.
You own a local business and you want to help out another local business by giving it your account. You like the idea of the marketing office being close by in case you feel the need for an emergency meeting. The truth is that every local business does what it can to reach out to a national audience in some way, and video teleconferencing is just as effective as meetings. Sometimes when you insist on a local marketing agency, you are ignoring the abilities of agencies that would be able to work closely with your business, even though they are miles away.
An Agency That Has The Right Experience
A niche agency is an agency that works specifically in your field delivering high-quality results for PPC campaigns and other marketing projects. Could a niche agency located across the country serve your business better than a generalized digital agency across the street?
Your primary point of emphasis when searching for a good marketing company is to find one that has proven success working for companies in your industry doing projects like the ones you have in mind. A strong track record in delivering results with the precise types of projects you have in mind should be more important that the company’s location.
Social media experience is also critical when it comes to choosing the right marketing company. Are you talking to agencies that are progressive enough to be using Tik Tok to promote your business, or are the agencies you are talking to still catching up on the latest in social media? It is important to use an agency that is up-to-date on the latest tools and marketing platforms that are available.
Does Location Really Matter?
Why do some businesses insist that their marketing companies have to be local? It could be argued that a local company is going to have a better grip on local SEO needs and that will boost your local presence. But a strong niche agency can do the same type of research your local agency could do and come up with all of the guidelines necessary to make your marketing campaigns successful.
The question then remains; should the location be a primary concern when searching for a digital marketing company? When you look at the reasons why business owners would insist on dealing with a local organization, you realize that none of those reasons have anything to do with getting the best results.
If you are fortunate enough to have one of the more successful digital marketing agencies in the country located down the street from your business, then your challenges with balancing local versus out-of-town marketing firms are different. But for many business owners, there is that eternal struggle to decide just how important it is to have the marketing arm of your business just a quick car drive away.
In the end, the decision is yours. If there is a niche agency 400 miles away that is perfect for your business and no local agency can offer the same level of service, then going with a local company should not be as much of a primary concern. Your decision should be based on finding the best agency for your company’s success, and that might force you to look outside of your city limits to find a good partner.