Questions to Ask a PPC Service Provider

The competition for visibility in search results are fiercer than ever. With Google favoring the top 4 positions for paid results in the current layout of search results, most businesses need Pay Per Click advertising more than they realize.

Of Google’s 2011 total revenues of $37.9 billion, 96% of which came from pay per click advertising.

Alongside SEO (Search Engine Optimization), Pay-Per-Click (PPC) can help garner more real estate for your brand on the results page. If you’re not already there, we can guarantee that your competition is.

Just remember, PPC is not easy. Good PPC takes skill, strategy and a thorough understanding of the different advertising platforms. While Google will encourage you to try out Google AdWords, it’s best to hire someone to help you manage your money more wisely on these services.

Here are some of the questions that you should be asking if you are looking for a PPC service provider:

1. What will you charge?

PPC Services will cost you money and you have to know how much it will cost. Ask the service provider how much they will either be charging you up front or how much commission they will be taking off of your total monthly spend. Some PPC firms will charge you 40% of your total monthly spend, meaning that only 60% of what you pay them will go to your advertising budget.

2. Do you know Google AdWords’ best practices?

Some PPC service providers use the technology that was given to them years ago. With all of the advancements in Google AdWords, most PPC companies should be using call extensions, video campaigns (TrueView), Ad Extensions, Gmail Ads and Shopping Remarketing Lists.

3. Can I use Remarketing on my business?

While Remarketing is all the buzz in the PPC world, it’s not all sunshine and rainbows for certain products or services. There are many dangers that can jeopardize your campaign’s success. A few categories that are considered sensitive or are restricted by Google include gambling sites, racial information, religious beliefs, financial situations, medical information and ads appealing to children.

4. Should I be using Display Advertising?

While traditional advertising may be struggling to prove its effectiveness, online display advertising is helping businesses advertise like never before. Display advertising provides many benefits that many other marketing channels do not. The reason that many companies tend to spend so much on display advertising is that it reaches the most people within a target market compared to many other types of traditional advertising.

5. Should I be advertising on Facebook and other social media channels?

Google AdWords is typically known for the best direct marketing campaigns, while Facebook and Instagram are usually known for branding. So if you’re looking to do a branding campaign and get your name out there, then we highly recommend the use of Facebook, Twitter, Instagram and LinkedIn. If you, do partake in Remarketing though, we highly recommend using not only Google’s Display Advertising, but also utilize all other channels of advertising. Typically you will see a much cheaper pay-per-click then a first interaction.

6. How do you measure the success of your PPC campaigns?

Many PPC providers will measure the success of their PPC campaigns on how many people clicked on the advertisements. While Click Through Rate (CTR) is important, we recommend finding a PPC service provider that focuses on the Return On Investment (ROI) and how much potential business that lead resulted in.

7. How can I track the progress of how well the Pay-Per-Click campaigns are performing?

Many PPC providers will offer monthly and quarterly reporting. With all of the new technology today, we highly recommend a PPC provider that will offer real-time tracking and reporting. Being able to access your Pay-Per-Click reporting anytime, anywhere is a real benefit when spending your marketing dollars with a PPC provider.

8. How much budget will be placed for search results vs. Display Network vs. Remarketing?

It’s important to know how much your Pay-Per-Click provider will be spending towards each PPC channel. It really depends on your budget, but we typically don’t recommend spreading yourself too thin on search results and only being able to focus your keywords on your brand name.