- Length of Service: How long has this company been around? If
you’re considering a new agency, use caution. New companies aren’t
necessarily stable and you might find that you get your campaign
started only to have the company gobbled up by another — or could
just fall off the face of the Internet.
- Industry Participation: The PPC industry has been around a while,
but as with anything on the Internet, it changes often. Find out how
invested your target company is in the industry. Industry investment
usually means long-term plans and goals within an industry. It also
means that the company is more likely to stay in good standing with
customers.
- Features and Feature Combinations: Your company might have different requirements
from other companies. Look at the different features and feature combinations that are
offered by your target PPC provider. Some of the services that should be available are bid
management, education, reporting, link submission, copywriting, and even some elements
of research. Determine what features you must have and then find the vendor that can provide
them.
- Number of Campaigns: Some PPC providers have restrictions on the number of PPC campaigns
you can run at any one time. Others have restrictions on the types of campaigns you
can run (that is, global versus local). Be sure to ask about limitations in this area, because
you’ll find later on that it’s an important issue to address up front.
- Average Spend: Can your prospective PPC company give you an estimate of the average
spend for companies that use their services? This average helps you to quickly determine
if your budget is sufficient.
- Client Referrals: Client referrals are an often overlooked aspect of PPC company research.
What are other clients saying about the service? You can look for these comments online
or ask the company specifically for referrals. However, if you’re asking the company to
provide referrals, keep in mind they will point you only in the direction of good referrals.
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