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.
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
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
Does your platform show both reporting and tracking data for the following criteria:
- 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?
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?
Does your client services team write ad copy?
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?
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?
How do you differentiate your company from the rest of the industry?