Google Adwords and Pay per click have become important marketing tools for businesses. These marketing tools can increase traffic to their website and will help the business get more sales or leads to potential sales.
Small businesses do not understand how this technology will help them or they may find it difficult to set up. Even when the PPC is set up correctly a business may not have enough time or experience to manage it properly.
Like any business Google is looking to make money. If a person does not understand big management, a quality score, targeting, and other marketing terms they may be paying twice the normal cost per click. Each click can cost the business more then what they may be making.
In addition to PPC marketing a business should learn how to use paid social networks including Facebook, Rebel Mouse, Flavors and Linkedin. Some businesses may be able to do this themselves or they may have to pay a professional to do it form there.
There are different PPC services and there are some things you need to look for when finding a PPC management agency. We spoke with the VP of Growth from Clicks Geek in NYC and here are some of his thoughts:
There are two main types of PPC services.
1. The first service will management the account with separate money then they charge with their management fee.
2. There are also fixed packages where all costs are included.
Accounts with Separate Fees
This is one of the most common types of PPC management accounts. The agency charges a fee separate from the cost of the clicks. You often have to pay the costs directly with a credit or debit cards.
Some agencies may “own your account” and you may not have access to it. They will pay your ads and then charge you the fee.
Fixed Package PPC Services
This package is usually marketed to smaller companies. The services is offered by Google authorized Resellers including BT and Yell. For more information check out all inclusive PPC management services known as PCC Petite.
With an all-inclusive fee you may be able to determine how much money is spend on clicks and how much on spent on the management see. You need to watch how much you are paying per click to make sure the cost it not too high.
What Agencies Will Provide for Your Company?
PCC services vary in size and service. There are several types of companies from which to choose.
Freelancers/ New Agencies :
They will target businesses that are on a budget
l They often have low fixed monthly rates
l They may only spend a few hours a month on an account
l There may be limited employee support
l They make lack experience with all platforms
l They may focus on generating clicks instead of analytics
l They may not be an Adwords Certified Partner
Mid size Accredited Companies
l Work with businesses with a larger budget
l May offer a fix fee
l Offer a full range of services including setup, Facebook, Yahoo, and other social sites
l Spend more time on your account
l They is likely to be a management fee
l There may be two agents to even 10 clients
l Likely have their own reporting tools and systems
Larger Specialist Agencies
l Target companies with a large budget
l Will charge a percentage based on amount spent
l Likely to have five or more account managers
l Have a third party manage system and tools
l Set up fee
l Fixed monthly fee
l Percentage of ad spend
l Hourly rates
There are several factors to determine the monthly cost:
l Minimum fee
l Minimum charge
l Amount spent per ad
l Fee for service put into account
Other Factors to Consider
l Is the agency accredited?
l Number of staff members
l How many people are working on your account?
l What PPC platform do they use?
l What SEO services are offered
Contracts and Charges
l Minimum costs?
l Length of the contract
l Charging model
l Are they paid by percentage?
l Can you see reports such as Google reports?
l Do they use their own technology?
l Are there extra charges for bud management?
l What reports will you get?