If you are buying PPC choosing the right agency is crucial to the success of your campaign. Here are some tips that will help guide you through the PPC buying process.
1. Keep YOU the Priority
Agencies spend lots of time pitching to prospective clients. As a result it’s common that the pitch you receive is a marginally tailored version of a generic presentation. Be alert and ask – can the agency?;
- Demonstrate they understand your goals and interests
- Show how they would put your requirements at the forefront of the campaign
- Talk in terms of your expected achievements rather than simply quoting other client stats
- Talk in specifics about how your campaign will be run
Does the agency understand you are aiming to fix a number of issues:
- Increasing traffic generation
- Combating competitive gain
- Limited in-house resources motivates your outsourcing decision
- Immediacy of PPC response in terms of management, delivery and results
- How PPC fits with other online and offline activities
2. Fit YOUR Business
Instead of paying lip service to your needs, make sure your business goals are firmly at centre of the agency campaign design. The best check is to check if the pitch includes;
- Expected timeline of activity particular to your campaign
- Accreditation of team delivery managers
- An introduction of the team that will work for YOUR campaign
- Level of accountability to YOUR campaign
- Clear and accessible online reporting with 24/7 visibility of campaign
3. Work for YOUR business
What work will you really see? This is essential to give you a clear indication to what kind of company they are, what level of care you feel you will recieve and whether that will fit with your business goals and requirements.
- What you know about the agencies values
- Do your ethics marry theirs
- Can you rely on them to give you specialist advice
And most importantly, is this the business you want to build a long term relationship with?
