PPC Services: Important Considerations When Choosing a Provider

October 1, 2012 by  Filed under: PPC 

Pay-per-click campaigns are implemented to help you attract the right kind of business using online ads. They often supplement SEO campaigns, which essentially help your business website rank well in search engine listings. However, it is important to be familiar with the basic tenets that make for a successful PPC campaign, even if you choose to outsource to a professional company offering PPC services. This will help you ask the right questions when choosing between companies. At the end of the day, you really want to pay for PPC services that are the most ideal for your business.

The provider

While most companies will boast about their abilities in PPC advertising, it is your responsibility to confirm that they actually have the kind of experience that you can rely on. While running a PPC campaign may not be difficult for a professional, the level of experience is often reflected on the success rates. It is also important to go for a company that specializes in businesses like yours. For instance, a company that works with very small businesses may not deliver the PPC services that a large company requires. On the other hand, if your business is small, you may not get adequate attention from a company whose clients largely comprise of big companies.

Your PPC targets

It is important to be clear about what you are aiming for; pay-per-click advertising is an investment that should result in favorable returns. Setting reasonable targets with your PPC services provider is important since it ensures that you get what you are paying for. As such, regular reports from the company should clearly indicate whether your campaign is successful. You could also use tools such as Google Analytics to carry out your own examination of the campaign.

Know your account management team

It is also important to ask about the specific individuals that will be handling your account. This is because there are some PPC services providers that will have the best marketing professionals to deliver their pitch while the actual account will be handled by a junior staff member. Getting to know your account manager and keeping in constant touch gives you the assurance that you are receiving the best possible PPC services. For instance, you could ask the account manager for updates on how to consistently improve your PPC campaign for better results.

Contract terms

While there are firms that require long-term contracts with good reason, many do so for the wrong reasons. Consider the length of the contract so you will not be stuck with poor PPC services should the company not work for you. Remember that clients with short-term contracts typically stay longer than those with long-term contracts.

Testing period

While professional PPC services should undoubtedly result in more business for you, note that it takes time for a campaign to become profitable and your patience will be required. In fact, most professionals will take a testing period of about 3 months, during which time you get regular reports that will help you make the right decisions. Ultimately, choosing the right company and seeing consistent progress should give you the assurance that you need.

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