Selecting a Search Engine Marketing Agency


Specialist or Generalist? Look into the different industries each firm specializes in. If you work in a niche industry that requires certain knowledge about particular audiences, you’ll want to find a firm that specializes in that area. On the flip side, if your industry is broad or more

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So, you’re sure you need SEM (and an agency that specializes in it), but not sure where to start. Here are 50 quick tips to help determine which search marketing agency is right for you:

Know Your Goals. Before you begin narrowing down the Best SEM agencies field, you need to take a look at what your overall goals are. Once you know what results you want, make sure each agency you meet with can offer you a strategy that meets those goals.
Start here. Take a look at the history of the agency’s work. Does it have a demonstrated track record of success? Remember, you’re looking specifically for successes in the realm of SEM. Ask for case studies, and if all adds up, put them on the short list.
Ask For Referrals. Always. Don’t rely solely on the agency itself for accurate information; use all your resources (customer referrals, etc.) to make sure the company can truly deliver on its promise.
Ask for Referrals in Search Engine Management
Ask for Referrals in Search Engine Management

Does the Agency Rank in Google? Seeing as this is all about SEM, you need to make sure the agency can put its money where its mouth is. If it can’t get itself a good ranking on Google, it doesn’t exactly scream success story for its work with your company either.
Do They Specialize in SEM? These days, Google’s a sea of digital marketers and agencies, all claiming to specialize in everything from strategy and social media to SEO and PPC. Make sure the one you choose has an emphasis and expertise in SEM (and as previously mentioned, make sure they can prove it).

How Do They Measure Success? What does a successful campaign look like? Is it based on number of clicks or ROI? Improvement in rankings is one way to do it, but even more important is traffic increase, conversion rates and quality leads.
Does Their Idea of Success Align With Your Own? Think back to the goals you outlined. Make sure the agency understands exactly what you’re looking for and is prepared to deliver. If their idea of success lies with Google rank and yours is overall ROI, you may not end up with the results you set out for.


Ask How They Deliver Reports. Do they provide real time reporting? Monthly? You’ll want to take an in depth look at their reporting process. It’s not enough to simply provide graphs and numbers; make sure you’ve found a company that will take the time to explain key metrics and figures in each report.


How Long Will it Take to See Results? Results vary depending on the medium, but SEM — and especially PPC — should deliver some pretty quick results. If a company answers longer than 60-90 days, you should be ready to look elsewhere.
What’s the Average Length of Their Client Relationships? Who Is Their Longest Tenured Client? The answer will give you valuable insight into the companies’ working relationships and its ability to consistently deliver great work. If they have a track record of short contracts and high customer turnover, you’ll know to keep looking.
Who Will Own the PPC Account? You should. You own the account, and they work on it. If you are unhappy with their performance, you can then easily transfer it to another company.
Do They Overpromise? Because chances are, they’ll underdeliver. Yes, a guaranteed top spot in Google rankings is what you want to hear, but no company can control the internet and the ever-changing way it ranks. If a firm is promising the elusive #1 spot, you might what to think twice about their ability to deliver.
Look Beyond the Rank. Don’t rely solely on a Search Engine Marketing firm’s ability to make rank. Look at the big picture instead. A higher ranking should always come with increased ROI, customer leads and sales. A great SEM company should be able to yield results in all areas, not just rankings.
Analyze How They Create Campaigns. SEM is not a one-size-fits-all strategy. What worked for one company may not work for yours, so make sure the marketing company you choose to work with specializes in creating unique, individual campaigns for each client rather than taking a blanket approach to all its campaigns.
Ask How They Address — And Avoid — Penalties. Google penalties are a very real concern for SEO and SEM marketers, and even giants like JCPenny and Overstock have been hit by them. While many companies that aren’t familiar with SEM aren’t even aware of these penalties, you’ll want to make sure the company you hire has a plan to avoid them.
Make Sure They Understand and are Up-to-Date on Google Algorithms. Building on the last point, one of the biggest reasons companies rack up penalties is because they don’t fully understand Google’s algorithms. It’s therefore essential to choose a firm that fully understands the intricacies of the algorithms.
How Transparent Are They? Are they willing to share their strategy with you? And if requested, would they let you see their keyword lists? A reputable firm has nothing to hide. If they refuse any of the above information, it may because they utilize less-than-desirable tactics to yield results
No Black Hat Business. Speaking of undesirable tactics, if a company you’re looking at has a history of using black hat tactics, look away. Fast.
Are They Realistic? This goes back to overpromising; they should be able to promise results (and have evidence of such), but if everything they’re telling you is exactly what you want to hear, remember you should be hearing a few warning bells as well.
How Do They Determine Keyword Recommendations? As the basis of any SEM strategy, keyword analysis is crucial. Ask how each search engine marketing agency will determine the best keywords for your business, and if they use any in-house tools to do so.
Check Out Their Website. Is it professional? Well-written? Easy to navigate? Any digital marketing agency worth its salt should have a website that wows, no exceptions.
How’s the Content? While browsing the site, make sure it has great content. Check out the blog section; a firm that specializes in SEM should have a dedicated library explaining the how’s and why’s of search engine marketing.
Check How They Communicate. Along with great content, you want to make sure that all communication efforts are professional and proofread. That means email, homepage, and social media channels. Typos and content that seems slapped together should signal a red flag.
Do They Have Internal Links? A good SEO or SEM focused company will understand the importance of internal linking and its ties to successful SEO. Take a look through their content to make sure there are links included throughout.

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