Choosing a PPC Business Partner
Search for PPC businesses online and you'll end up with a listing of millions. How do you narrow the field to find the right PPC business for you?
Qualities of a Good PPC Business
Few firms specialize in just pay per click (PPC) advertising. PPC advertising is generally considered to be part of an overall search engine marketing (SEM) campaign and is offered by most SEM companies. You may want to discuss the points below before signing with a PPC business.
- Does this firm have experience with PPC? Many search marketers position themselves as PPC businesses, but may not have the depth of experience that you are seeking. Get proof. Ask for ROI reports that include PPC referrals, costs and profits. Ask for a list of past clients that you can use as references.
- Do you need both SEO and PPC? In most cases, this two-pronged approach will be the best answer for you, but you may need to analyze the costs before committing to both. Ask the PPC business to separate SEO and PPC on its proposal so you can compare the estimates for each. The PPC estimate should also offer some educated guesses as to the ROI you can expect.
- What do they include in their PPC program? There are some standard components that are critical to the success of a PPC advertising campaign. Keyword research, bid management, ad design, reporting - all are important. You should ask the PPC business about the range of services they offer. If they do not do provide all of these services themselves, can they recommend another firm who might?
- What tools do they use for bid management and analytics? Analysis and monitoring are essential to the PPC business. Bid management is necessary to control costs. Detailed analytical reports are needed for a realistic picture of ROI. Ask every PPC business you interview what types of analysis and reporting they provide. How often do they report to you? Is there an additional cost for reporting? Do they offer consulting services to help you interpret the data on these reports?
- How do they do their keyword research? You know your business and your target audience better than anyone so it is reasonable to ask how much involvement you will have in the selection of keyword phrases. Does keyword research include estimates of cost per click and number of clicks?
- Do they have experience writing effective ad copy? With strict limits on the content and length of a PPC ad, writing copy is a highly specialized skill. A good PPC business will craft an ad that gets clicks and uses keywords to bring you targeted traffic. Ask to see examples of past work. You should also ask about local search, a rapidly growing segment of PPC advertising.
Ethics and the PPC Business
Don't forget to ask about ethics. As will all aspects of search marketing, the PPC business has some operators who play fast and loose with the rules. Unethical practices are not just wrong; they can result in penalties for your Web site. Ask for assurances that the PPC business uses best practices. And look at the estimated price for their service. If it is much lower than other firms you are considering, there is probably a reason: the firm may be cutting corners or engaging in questionable practices.