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The Best Internet Marketing and PPC Management Services of 2020

By
Matt D'Angelo
,
business.com writer
|
Nov 04, 2019
Home
> Marketing
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Internet Marketing and PPC Management Service Comparisons

Finding the right internet marketing or pay-per-click (PPC) management service can be difficult. There's a host of options with varying features. With complex online marketing language, it can also be tough to differentiate the top players from the partners you should avoid.

An effective digital marketing strategy helps get your business in front of potential customers. Working with the right company should result in you not just hitting all your marketing goals, but moving further into other areas involving branding, marketing strategy and online presence. You may also be able to expand your plan to include email marketing, social media marketing and search engine optimization. After all, your product or service could be the best in the world, but if your customers can't find your business online, you will never see the level of success you strive for. Choosing the wrong digital marketing or PPC management service could result in lost sales, missed connections with potentially valuable customers and money wasted on unsuccessful campaigns.

Best Picks

 

Editor's note: Looking for an internet marketing service for your business? Complete the questionnaire below to have our vendor partners contact you with free information.

From dedicated account managers to Google Ads, there many features and offerings to consider before you choose an online marketing service. To help you find the right one, we evaluated more than 30 online marketing services to come up with our recommendations.  

Based on our research, we recommend WebiMax as the best marketing service for small businesses. Silverback Strategies has the best PPC management tools, Act-on is the best internet marketing service, and we recommend HubSpot as the best internet marketing service for very small businesses.  

You can read more about each service in our reviews, including what features impressed us the most and why we selected these companies as our best picks. In addition to our recommendations, we highlight key features to look for in an internet marketing service and break down how much you can expect to pay.

Reviews

Pricing for Internet Marketing and PPC Management Services

Based on our research, pricing and service plans vary widely by company.

PPC Management

Many PPC marketing companies tier their plans, offering a low-cost option with limited features and more expensive options that are best for large, high-revenue businesses. PPC marketing services are typically cheaper than internet marketing services, but plans are usually based on how much you plan to pay for advertising. Therefore, most providers don't post their pricing online. These are also service-based solutions as opposed to software or product-based solutions. That means you'll be working with an experienced PPC management team to build out your strategy. This partnership-based, hands-on guidance will impact the price.

Internet Marketing

Some internet marketing companies will tailor a service to your business and its needs. Because internet marketing encompasses many different services, this is ideal if you're looking for help with social media and email marketing but not SEO, for example. 

Unlike other small business services, digital marketing companies often provide service on a three- or six-month basis, or they offer month-to-month contracts. You can try out a service and see if it works for your business without being locked into long-term deals, though some companies do require you to sign up for a year. 

What Internet Marketing Services Include

"Internet marketing" is a broad term for a wide range of features and services for your small business. Many companies we reviewed specialize in certain areas. A few have excellent offerings in all areas of internet marketing. If you need to focus on one particular facet of digital marketing, it's important to partner with an organization that specializes in the services you're looking for. If you're looking to start with one type of service and build out into others as you grow, it's better to find a more comprehensive company. In general, internet marketing encompasses email marketing, social media marketing, digital marketing, search engine optimization, search engine marketing, PPC ad management, landing page and ad design, and data analytics reports.

Because of the breadth of services internet marketing encompasses, it can be easy for companies to hide behind flowery language or complicated service plans. As an emerging company, you should do your best to partner with an organization that has a proven track record and can support your small business's interests.

 

Considerations for Finding the Right Service for Your SMB

There are a few important factors to consider when researching and choosing an internet marketing company. Look at the features the service offers, followed by its level of experience, the metrics it reports on, and its willingness and ability to provide exceptional customer service. 

Experience 

When interviewing services, don't just ask how many years the company has been in business. Also ask what industries the company is most familiar with. Consider companies that are Bing-accredited and Google-certified partners in PPC management. While these certifications are widely available, they are not just handed out. The same recommendation applies to the company's other internet marketing services – look for accreditations and examples of past work to see if what the company offers is ideal for your business.

For example, to receive a Google certification for ads, consultants must prove their aptitude in PPC campaign management. This extends to SEO marketing. Demonstrating their skill entails taking exams that cover things like best practices in online advertising, optimization and campaign management. About half of the services we reviewed have gone this extra mile and acquired a Google certification or Bing accreditation. 

Reporting 

Reputable internet marketing companies, whatever area they specialize in, should provide large amounts of data. This data can help you drive your marketing efforts and build an informed strategy for your business. Your marketing service should carefully track information so that you know if you're directing your efforts to the right areas. PPC advertising provides real-time results, so you can quickly see what is not working and adjust.

An internet marking company should provide you with as many or as few reports as you want. When interviewing services, ask about the data and reports they provide – the types of reports, how often data is updated, and how often the marketing service itself analyzes the data and uses it to guide your online marketing strategy. 

Customer Support 

Collaboration to grow your business is an important part of working with an internet marketing company. You need to know that whoever is working on your marketing campaign is just as dedicated to your success as you are.

What Do PPC Management Companies Do?

PPC advertising specialists help you get the most out of your ad spend by researching and selecting the best keywords for your business and industry. The best keywords drive traffic to your site for the lowest cost. PPC management companies can assist you with keyword planning, ad spend strategy and conversion rate.

This field is one of collaboration; you should be working directly with the company to build your campaigns. You shouldn't be going it alone with a software program – that's something you can do for free with Google Ads. Instead, the best PPC management companies provide expert teams for you to get the most out of your ad campaigns. You can run PPC advertisements on popular search engines such as Google, Bing and Yahoo, and even on social networks like Facebook, Pinterest and LinkedIn.

Our Methodology

To find the best online marketing services for small businesses, we started by conducting background research to determine the top performers in the industry. We then investigated reputable online sources to find more vendors to add to our list of contenders. We also considered companies that reached out to us directly.  

Our initial list was 30 companies. We examined each company's offering and parsed this list down to 17. These 17 companies underwent a more in-depth review process. We analyzed each company's internet marketing services, reporting features and PPC management offering.  

In the final round of our decision process, we evaluated 14 services more rigorously. We scrutinized each company's services, online reputation, design services, pricing information, agreement structure, personalized services, customer support and any standout features that differentiated it from other internet marketing services.  

We posed as small business owners, contacting each of the 14 companies by live chat and phone to test their customer service and learn more about the services each company offers. Of these 14 companies, four stood out as best picks. These four companies not only excel in their service offerings but also stand out as companies with excellent customer service and impressive features.  

Here's a complete list of the factors we considered to evaluate each service:  

  • Rates and contracts 
  • Customer service 
  • Reporting and analytics 
  • Features and tools
  • Service limitations 
  • Offerings in social media marketing, PPC management, SEO marketing, email marketing, ad design and landing page design 
  • Personalized services 
  • Standout features 
 

Common Internet Marketing Services and PPC Management Questions & Answers

Have an internet marketing service or PPC management question of your own?
Ask an Expert

Is pay-per-click (PPC) beneficial for small businesses?

21 responses
21
Responses
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Zoe: You asked if PPC is the "best" online advertising model to use for a small business trying to drive traffic toward their website. The answer to that depends on the type of business. In your case, to promote an art gallery in NY, I believe the answer is a definitive NO. Unless you are planning to sell art online, you will need to drive foot traffic more than you will need to drive online traffic. If I were you I would speak to the local merchants near you and find out where they...

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There is not really a stock answer for this as you will need to experiment with targeting to see where you get the best bang for your buck. I will say that I have found the best values with Facebook and Pinterest, with LinkedIn being a bit more expensive (but this could work for you, you are just going to need to test). A couple pointers I can give you is to use PPC for less engaged audiences and use CPM for higher engaged audiences (ie. Website Custom Audiences or Facebook fans etc...). The...

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Paid Search can be very expensive depending on the industry keywords you're bidding on. I've been working in paid search function for a fee years now. The cheapest way to get started is to target a small geographic area and use negative keywords to stop irrelevant searches. The way to start your research is by signing up for Adwords and using the keyword planner tool. If you target everywhere you can look at the location data to see which areas have the highest search volume as well as the...

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