PPC Firms

We’ve recently discussed when is a good time to hire a PPC manager. When you’ve crunched the numbers and really thought about your plan and you’re ready to move forward, remember that like any professional service, partnering with someone to manage your online advertising will cost you some money. Here are some things to consider when searching for the right partner.

Length of Contract

Before any services are ever implemented, the PPC firm you hire will need to provide a contract that both parties can agree upon. It may not be the best idea to sign a long-term contract unless the firm has the proven track record to back up projected results. For smaller firms, consider a three- to six-month contract to start.

Payment Terms

Every PPC campaign is unique, and therefore, each contract is unique to each client. There is no one “best” formula for payment terms, so make sure that it is an agreement you are comfortable with before signing any documents. Some PPC managers or firms will charge a percentage of spend, some may charge a flat monthly fee, and some may request a commission based on performance (i.e. a percentage of sales revenue from online leads). Make sure you ask your potential partner if they are open to considering more than one payment option.

Questions

Feel free to ask your potential partner how they will help you reach your goals. Some questions you might want to ask could include:

• Who will be my account manager and how much experience do they have?
• Will I be receiving a projection of ROI based on my budget?
• How often will I be receiving updated reports on ROI?

Remember that you are not only paying your PPC partner for the time it will take to research your industry and set up your business’ campaign properly — you’re paying for the accrued knowledge that this professional will bring to the table. Shop around, get as many quotes as you can, compare pricing and projections, and once you’ve signed that contract, always keep an eye on your ROI.