Why use a PPC Management / Pay Per Click Management firm?The main reason to use a firm to manage your pay per click advertising campaigns is expertise. Pay per click advertising is a complex beast to learn and utilize successfully and successful pay per click management takes a lot of time.

If you’re considering hiring a firm to help you, here’s what to look out for.

6 Questions to Ask Every PPC/Pay Per Click Management Firm You Are Considering

1. Do they specialize in your area of business? Do you sell to other business (B2B) and want to generate sales leads? Do you sell via e-commerce to consumers? Choose a firm that has proven experience helping other businesses like yours. There are a lot of PPC firms out there to choose from, but make sure you choose the one that has proven experience and understands your business goals.
2. Can they back up their claims-Please be careful of hyped up claims and false promises. There are many firms out there that claim the world in their sales pitch, but turn out to promise more than they deliver. If it sounds too good to be true it probably is. Ask to speak with a few of their clients to get a true understanding of how they measure up to their claims & promises. This is the best way to feel out a potential ppc/pay per click management firm.
3. Do they test keywords, ad copy, and landing pages? The most powerful aspect of pay per click advertising is the ability to test everything. You want a firm that clearly describes how they test keywords, ad copy, and landing pages. If you get the feeling that the firm you are talking with is simply going to set up your campaign and let it run please put your hand on your wallet and run away as fast as you can.
4. Do they have a set schedule to meet with you and your team to discuss the performance of your campaigns once they’re up and running? Your PPC firm should meet with you at least once a week if not more to discuss your campaigns status and provide a strategy for improvement. Pay per click advertising is a dynamic advertising medium where everything changes as new competitors move in on your keywords & ads. You also need to make constant improvements to your keywords, ad copy and landing pages to get the most out of your campaigns. You want to constantly improve your lead generation or sales conversion efforts.
5. Do they lock you into long term contracts and charge you a setup fee? A lot of search marketing firms try to lock you into a long term contract. Don’t stand for this! If a search marketing firm is worth their salt they’ll only charge you month to month. A month to month relationship is good for you, because it forces the firm you are working with to perform and earn your business. A lot of search marketing firms also try to charge a set up fee anywhere from $500 to several thousands of dollars. You can find firms that don’t charge this extra fee, they simply charge you a fixed monthly fee and your setup is included in that.
6. Do they offer full reporting? Show me the numbers! In order to fully understand how well you are doing with your pay per click advertising campaigns you need to look at the following reports:

• CTR’s or click-through-ratios. CTR is the number of people who saw your ad versus the number of people who clicked on it. In Google a high CTR will allow your ads to be positioned above your competitors ads without having to increase your cost per click. Through optimization your firm of choice should increase your CTR’s over time. A high CTR equals more visitors.
• Conversion Rates. If you’re generating B2B sales leads or actual sales on your website you need to know how many visitors you’re turning into customers, this is known as your conversion rate. You want to convert as many visitors as possible. Remember you’re paying for every click/visitors that comes to your website. Testing your ads and landing pages will result in higher conversion rates over time.
• Cost per lead/sale. You will definitely want to see this number. You need to know how much it’s costing you to generate a lead or sale. Without knowing your cost per lead or cost per sale you’ll never know how cost-effective your ppc campaigns are.

Conclusion: Take your time when choosing a (ppc) pay per click management firm. Ask as many questions as you can, this is your business and your success at stake. Ask to speak with the search marketing firms client’s. Speak to as many as you can.

To your success,

Jeremiah Baker

PPC Management , Pay per click Management firm- JeremiahBaker.com

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