Pay-per-click is a vital part of your brand’s digital marketing strategy. But rather than tackling PPC in-house, you’ve decided to outsource PPC to a qualified and competent third-party provider. Smart move. But now what?
Unfortunately, many brands fall victim to extremes: either they completely remove themselves from the PPC equation or they become overly involved in the minutiae of choosing keywords and changing bids by penny increments. Both approaches can have negative outcomes for your business and can ultimately damage the effectiveness of your PPC campaigns.
For most companies, outsourced PPC is an effective optimization tactic for digital spend. But to ensure desired outcomes, you’ll need to understand strategy and other issues that are essential to your relationship with your PPC agency.
The way that happens is through must-have conversations that address the key ingredients in a successful, outsourced PPC relationship.
- Business Drivers. From the outset, it’s important for the agency to have a solid grasp of your company’s core business drivers. By gaining insights about the specifics products or services that deliver for your business, your PPC agency has the information they need to allocate time and resources for maximum ROI.
- Seasonal Trends. If your business experiences seasonal peaks or cycles, it’s important for your PPC agency to know about them. Even the timing of major industry events can be leveraged to help your company achieve targeted wins in search marketing.
- Jargon. The process of researching industry and brand jargon can be extremely time-consuming, especially if your company is situated in the B2B sector. You can streamline the process by providing your agency with a list of insider terms and jargon, which can then be leveraged to improve PPC outcomes.
- Short-Term Strategy. As a PPC client, you’ll need to understand the short-term strategies and quick wins your provider hopes to achieve. Working on a one-month time horizon, clarify the learnings, PPC adjustments and outcomes that your agency expects to see in the short-term.
- Long-Term Strategy. Although optimization is a never-ending process, it’s important to discuss long-term goals and objectives with your PPC agency. Part of this conversation should include coverage of the tools and tactics that will be deployed to evaluate your progress
All of these conversations are important to the success and continuity of your brand’s PPC campaign. But the most critical conversation is one that must take place at the beginning of the engagement: “How will we define success?”
Many businesses assume that success will be automatically be determined by ROI or revenue. Yet savvy PPC specialists know that conversions alone may not be the best measurements of PPC success. Talk with your agency to identify common ground around metrics that are tailored to your search marketing goals and business objectives.
Watch for John Fairley’s article “5 Reasons To Consolidate Paid & Organic Search Efforts” in the upcoming Winter issue of Search Marketing Standard. Subscribe now to receive this issue!