Picking a PPC Agency which meets your requirements is a long and sometimes difficult process. Many clients can go through several agencies before finding the right one to meet their business model.
This does not mean that the past agencies were not good at their work but indicates that the current market is so bespoke that clients are demanding more insight that in the past.
There is plenty of choices, there must be 1000’s of dedicated and integrated PPC agencies who use different tools and solutions to achieve their client’s targets. This article aims to provide a few tips on what to look for and what to ask, in the early stages of the RFP.
Are you limited to one track/bid management tool? – Many PPC Creative Agency utilises a 3rd party or in-house technology solution which manages your campaign performance if they are limited to one solution. Then is that solution right for your model??
Can you provide case studies on your clients, performance? – This data is confidential, but they should be able to provide “ballpark” figures and percentages to allow them to prove how successful they are. You will need to look at their performance since taking on the campaign so ask for a before and after snapshot to access the impact.
What differentiates you from the others? – This is probably the most important question of them all, with a large number of PPC agencies competing for your business, why are they different? Expect some “marketing” fluff in this reply, but look between the lines, an agency should be passionate and dedicated to their clients and offer something unique.
Describe our business, and how it is currently viewed within the market – A PPC agency should know there client’s business and products inside out, they should be an extension of the marketing team, therefore should know your business. This also shows if an agency has done its research and has taken the time to understand your requirements.
How much? – Pretty simple really, what is the cost, including tracking fees, setup costs and any other “hidden charges”. Get it in writing and ensure that all pricing is fully transparent. Once you have this you are then able to work out a true Return on Investment (ROI).
Include these simple questions within your brief, and you will be able to pick the right agency. We also recommend you “Google” them and have a look at how they are perceived in the market.
Picking the right PPC Agency is important for the success of your campaign, by providing feedback and clear goals, you will be able to build a long and trusted relationship.