Outsourcing? Here are Questions to Ask a PPC Search Firm
It can be a confusing process to find a good Search firm. If anyone has ever been to an SES or SMX show, you probably find every PPC (Pay-Per-Click) vendor says the same thing. They all say they do the same thing, and they are the best.
Many advertising agencies & corporations outsource their Paid Search (PPC) Marketing. They usually will use a PPC Consultant or a large search firm. Very often there is a RFP process that involves questions and answers.
Below, I’ve put together an organized list of questions that anyone can use when gathering information regarding a potential Paid Search partner.
Conversion Tracking:
Do you have integrated tracking across all media types and all the leading search engines worldwide?
Does your platform have the capability for Transaction tracking based on:
- Using server redirects or direct traffic?
- Unlimited types of tranactions?
- Multiple variables (Order ID, zip code, etc.)
- Organic search results
Bid Management:
Can you set up rules based bidding such as:
- Optimum Keyword Ranking
- Bid Gap Management
- Cost per Acquisition (CPA) targeting
- Return on Advertising Spend (ROAS) targeting
- Day Parting Rules
- Manual bidding
Reporting:
Does your platform show both reporting and tracking data for the following criteria:
- Campaigns
- Keyword Groups
- Keywords and phrases
- PPC Search Engines
- Destination URLs
- Date Range (Daily, Weekly, Monthly, Quarterly)
- Latency Reports
Please attach a sample performance report.
Can we export reports as Excel or csv?
Account Management:
Can your platform handle multiple accounts?
Are there single or separate Logins, or dropdowns for each campaign?
Is there a limit on the number of keywords per account?
How many bid reviews per day? Is there a limit?
How many people will be dedicated to our account?
How is your client services team structured?
Keyword Generation Tools:
Do you have a Keyword Research/Generation tool to suggest relevant keywords and phrases for our campaign based on our input, AND through “crawling” our website?
Do you have a Keyword tool that enables us to build large keyword lists specific to our campaigns by utilizing all potential combinations of keyword phrases?
Ad Creative:
Does your client services team write ad copy?
Testing:
Is your platform capable of handling A/B split tests?
Is your platform capable of Multivariate testing?
Portfolio Mgmt vs Keyword level:
Does your platform offer the ability to choose between a portfolio based management, and keyword level bid management?
Pricing:
How is your service priced? Is it full-service client services, or just advice for do-it-yourself?
Are there multiple pricing models?
How is your technology priced? Can your platform be licensed?
What is the pricing structure for 100 campaigns that need full-service?
International Search Feature:
Does your technology support keywords and ad creative in all languages — including Asian double-byte characters?
Competitive Differentiation:
How do you differentiate your company from the rest of the industry?
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Related posts:
- Organizational Structure of a Search Team
- Accurate or Not? Fathom’s Keyword Price Index
- Keyword Overlap Strategy
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