If you ever want to outsource your search marketing, we’d love to be considered here at BMON; but what should you be looking for?
Search marketing is the biggest single slice of the advertising budget for many – if not most – businesses. It gets fantastic results, is very measurable, has low risk and is extremely controllable. It goes without saying that if you ever want to outsource your search marketing, we’d love to be considered here at BMON; but whoever you’re talking to, what should you be looking for?
If I were to single out one aspect, it would be to choose an agency with experience in your market sector, and an understanding of the technology. Some say that PPC marketing is all about data, and all that matters is what can be found to work by trial and error. I disagree. There’s far too much going on in a PPC advertising campaign for you to see all the advert text and messages they’ll be putting out on your behalf. These adverts need to be written by people who have a feel for the customers and the terminology.
Also, ensure you talk to the individual(s) who will actually manage your account up front, and that you can continue to talk to them once a client. Regular updates, clear points of contact, and proactive recommendations are key to a smooth partnership. If possible, ask for client references to get an honest perspective on their reliability.
Fixed fees
Make sure you know what’s included and insist on no unexpected costs. PPC agencies charge in different ways, including percentage of ad spending, flat fees, or performance-based models. Many advertisers like to just pay a fixed, combined amount each month on the ads and the management service, and to walk away, judging the whole campaign on its ROI without breaking things down any further.
Finally, what other support is provided? At BMON, we’ve always offered reports beyond just the PPC results. We think it’s essential for us to be monitoring every client’s organic search rankings, website outages etc., so we can troubleshoot and optimise our work. Those reports are made available to clients. We’re also happy to advise on any aspect of online marketing, including emergencies, without charge. It’s all part of being a good partner.