5 Rights to exercise when evaluating and working with a PPC company – to keep you informed, and from getting burned.

Pay Per Click (PPC)is an increasingly common advertising model used in search marketing - one that can be very rewarding, and, potentially very expensive. While the basic concepts of PPC can be easily understood by anyone who takes the time to do the research, few business owners have the time, resources, or know-how to manage their own campaign effectively and profitably. Of those that have handed their PPC program over to a professional, equally as few keep them accountable. That’s why we’ve come up with the PPC Customer’s Bill of Rights – something every consumer should exercise when evaluating a PPC partner.

FIRST - A BASIC OVERVIEW OF PPC
Pay per click search engines are based on the auction concept. The more you are willing to pay for a click-through the higher up on the search engine results you will appear. PPC advertising is essentially an endless, real-time auction between you and your competitors for the top positions, and for the most traffic. Simply put, the higher you position, the more traffic you get. Easy enough, right? But what if that traffic doesn’t convert into a sale? What if your budget runs out? What if you cant afford the terms that most of your potential customers are searching for? How does the cost of acquisition (COA) affect your ROI?

Yes, The PPC world is a bidding game – one that entails a lot of risk, especially for the laymen. And while anyone can manage a PPC program, if you hire a PPC company to manage your campaign, you should feel certain that they are qualified expert who can craft a campaign that will minimize your cost of acquisition, deliver you qualified traffic that converts, and that will offer you a justifiable ROI.

Pay – Per – Click Customer’s Bill of Rights

5 Rights to exercise when evaluating and working with a PPC company – to keep you from getting burned.

1. The Right to Comprehensive, On - Time Reporting: A good PPC report should include not only keyword data, but mandatory metrics and analytics tools that will identify areas for improvement and ensure the highest possible return on investment. Find out exactly what data you’ll be receiving, and expect it on time, every month.

2. The Right to Ask Questions: Do you know what your Partner’s bidding strategy is? How they plan to keep you on budget, and what happens if your budget runs out? Your PPC partner should be able to answer these questions with ease.

3. The Right to Participation: Many Marketers spend significant time and money increasing their click-throughs while focusing less on the website conversion strategies. If this, (or other elements) are not addressed by your PPC partner, you have the right to participate in developing strategies along side your partner if you hoose.

4. The Right to Ongoing Support: Did your ads disappear from the SERPS? Did you see a sudden decline in traffic? As issues arise, your PPC partner should be ready and willing to respond to your inquiries.

5. The Right to Responsiveness: As apposed to just monitoring your keyword performance, a good PPC click company should be quick to implement adjustments as data is acquired - such as key word modifications, changes to ad copy, and geographic target.

This entry was posted on Monday, February 12th, 2007 at 9:54 am and is filed under General, Driving Traffic. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.