What To Look For in a Pay Per Click Firm
Posted by Matt Krautstrunk on April 7, 2011 in Business Management, PPC [ 3 Comments ]
Pay per click marketing is one of the most cost effective ways your business can get new customers. Pay per click advertising, also referred to as PPC is an Internet advertising pricing model, in which an advertiser will pay the hosting website every time an ad is clicked. Whether you are looking to monetize display ads or improve your search marketing efforts, professional paid search management companies can help you bid on keyword sets, optimize ad placements and ultimately, achieve ROI.
The first thing every PPC firm should be able to do is fully understand where you are coming from as a business. A PPC management service should be able to look at your business and understand your value proposition, where you compete and who your target market is. Each firm likely has a unique specialty, some will have worked with large clients and generate volume, where others are boutique agencies that will be more intimate in their optimization efforts. Here are a few things you should look for in a PPC firm:
There is a wide variety of paid search methods, from banner ads to affiliate marketing; relevant PPC experience should line up with what you are looking to do. If you really think you can compete on Google, hire a PPC specialist that is skilled in bid management and copy writing. If your PPC specialist doesn’t have relevant experience they may fail to understand your core customers, ultimately delivering a smaller return on investment. Full service experienced firms will have relevant experience in your industry working with ad copy, landing page optimization and keyword research.
If you aren’t going to work on a day by day basis with your paid search company, make sure you understand the way that they report on data. If you are very unfamiliar with online marketing and paid search, be sure to learn some key PPC terms . The way a firm reports to you is your link with them, so being able to understand the way that they give you information, clearly is important. If you are inexperienced in paid search it may benefit you to have someone close to you to go over the monthly figures, making sure that you aren’t getting taken advantage of.
PPC firms can range in experience from great design companies to corporate ROI driven specialists. Make sure that you understand their reporting tools and that the firm’s portfolio has relevant work experience. A trustworthy PPC firm will be able to give your company a positive ROI in paid search and online marketing. Since PPC is completely traceable, if you aren’t seeing an ROI with one company it is simple to find another company with a different approach. To get price quotes from PPC vendors, click here .
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