If you are a business looking to work with digital marketing agencies to grow your online presence and drive more sales, you probably know that choosing the right PPC management package can make or break your campaign’s success.
But with so many options available, how do you pick the PPC package that will skyrocket your results?
As a former digital marketing agency owner, I decided to write this post to expose the most common PPC campaign management packages offered by agencies, breaking down their pros, cons, and everything in between.
From my experience, businesses that choose the wrong PPC package often waste a lot of money on irrelevant things that don’t contribute to their growth.
This post may also interest you: Madgicx – The Best PPC Tool Ever?
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This is the most common package among digital marketing agencies that offer services to small businesses.
This is where most businesses dip their toes into the PPC waters. Designed for small budgets and newbies, the Starter Packages offer a great opportunity to launch your campaigns and start getting results.
Usually, small businesses with a tiny budget should start with one platform, when most of their target audience exists.
Once they profit from the campaign, they should leverage it to test more platforms simultaneously.
This is what most digital marketing agencies offer within Starter PPC Packages:
- Basic business analysis
- Basic keyword research
- Initial campaign setup
- Monthly performance reports
- Limited ad copywriting
Pros:
- This package is an affordable entry point for small businesses and startups
- Minimal risk with a low budget
- Perfect for testing PPC in general, if you are unsure if it suits your business
Cons:
- Limited optimizations
- Using only basic tools and strategies
- It may quickly feel like you need a bigger package as your business grows
My take: I think small businesses that haven’t tried PPC yet, must start as soon as possible because they may find it very profitable.
The best part of the Starter Packages is that the risk within them is very low, so if you don’t get great results, you can always stop it without losing much.
If you are still looking for the right PPC agency, check out this video:
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Pro Packages: For Ambitious Businesses
When you’re ready to level up your digital marketing effort, Pro Packages are your best option. Those packages are for growing businesses looking to make a bigger splash online.
This is what most digital marketing agencies offer within Pro PPC Packages:
- Comprehensive keyword research
- Target audience analysis
- Advanced campaign setup and optimization
- A/B testing for ads and landing pages
- Detailed performance tracking
- Ongoing ad copy enhancements
Pros:
- Hands-on management and optimization
- Increased ROI potential through advanced strategies
- Great for businesses aiming for growth
Cons:
- Costs more than Basic Packages
- Requires a larger ad spend to see significant results
My take: This package is where the magic starts to happen. Businesses that are serious about growth and looking to scale their results can benefit a lot from Pro Packages.
It’s important to remember that if your business has a low marketing budget, this package should not be chosen.
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Enterprise Solution Packages: The Full Monty
This is the crème de la crème of PPC packages, tailored for businesses with complex needs and large budgets. If you want to dominate the digital marketing game, Enterprise Solution Packages are your new best friends.
This is what most digital marketing agencies offer within Enterprise Solution PPC Packages:
All features from the Pro Packages, plus:
- Custom reporting dashboards
- Cross-platform PPC management (Google, Facebook, LinkedIn, etc.)
- Dedicated account strategist
- Regular strategy meetings
- Advanced audience targeting
Pros:
- Personalized and comprehensive service
- Best for complex multichannel campaigns with large budgets
- High potential for amazing ROI
Cons:
- Expensive and potentially overkill for smaller businesses
- Requires a significant ad spend to justify the investment
My take: I think this kind of PPC package can work well only for businesses with a minimum monthly spend of $25,000.
If your business is that size and you want to make the most out of it and scale, this is your golden ticket.
The level of customization and attention you’ll receive is unmatched but be prepared to pay for it.
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Percentage of Ad Spend Model: Pay As You Scale
Instead of charging a flat fee, some agencing base their pricing on a percentage of your ad spend.
To be honest, this is how my digital marketing agency “Ultraise” used to work.
This model is interesting because it’s like having a performance-based partner who’s invested in your success.
Think about it, if you pay your digital marketing agency based on the ad spend, that agency will have a huge interest to ensure your campaign generates amazing results and scales.
How It Works:
- The agency charges a percentage (usually 10-20%) of your monthly ad spend.
- For smaller businesses with tiny budgets, some agencies charge an additional flat management fee.
Pros:
- The management cost grows only as you scale – perfect for fluctuating ad spends.
- Often includes premium services as your spend increases.
- Align the agency’s goals with your campaign’s performance.
Cons:
- It can become costly as the ad spend grows
- Some agencies prioritize the wrong thing and focus just on making you spend more without getting results
My take: This model is tricky because some agencies can persuade you to spend more when it’s unnecessary. Therefore, it’s super important to pick the right marketing agency that you really trust.
The ideal situation is that both sides profit from this model and are eager to see real business growth.
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What to Look For in a PPC Package
From my perspective, choosing the right package isn’t just about the price tag.
A great PPC campaign management package should tick these boxes:
1) Transparency: The agency should clearly outline what’s included and provide regular, detailed reports so you can stay on track.
2) Customization: Every business is different, and yours too. Therefore, it’s important to choose a package offering a PPC strategy tailored to your business and target audience, not just a copy of other business strategies.
3) Expertise: Whatever package you choose, ensure the digital marketing agency you plan to work with has proven records of success in your industry and platforms.
4) Communication: As most business owners are not digital marketing professionals, it’s important to work with someone reliable with whom you can communicate easily and understand each other.
Common Pitfalls to Avoid
Before you sign any contract, keep an eye out for these red flags:
1) Long-Term Contracts: PPC requires flexibility, so avoid agencies that lock you into a long-term commitment.
2) Guaranteed Results: I always told my clients that PPC is powerful but not magic. Use caution with any promises that sound too good to be true.
3) Lack of Reporting: As I said earlier, transparency is the key, and if a digital agency lacks it, you must avoid it at all costs.
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Which Package Is Right for You?
Here’s how I’d break it down:
- Starter Packages: Best for small businesses, startups, or those new to PPC with a monthly ad spend under $5,000.
- Pro Packages: Great for mid-sized businesses looking to grow, spending between $5,000 and $25,000 monthly.
- Enterprise Solution Packages: Ideal for large companies with complex campaigns and ad spends exceeding $25,000 a month.
- Percentage Model: Perfect for businesses with fluctuating budgets or those scaling aggressively.
Final Thoughts: Finding Your PPC Sweet Spot
PPC is one of the most dynamic fields in digital marketing.
There is no one perfect package for all businesses, therefore you have some work to do in order to find the one that suits you the best.
If you are planning to start a digital marketing agency, you must read this post next: How to Start a Digital Marketing Agency (And Actually Crush It)
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