PPC is a very demanding field. Even when you apply yourself to it round the clock, it seems impossible to keep track of every new update and development in the world of PPC. It is best to outsource your PPC work to a reliable partner. You can achieve two points with this decision: concentrate on your core business area and keep up with the rapidly changing PPC domain. However, the catch lies right there! You need the right PPC partner to get your nose ahead of the competition. I am looking at some pointers to help you decide on the right partner in this scheme of things.
Do You Need PPC at All?
This is the first and most basic question that you need to ask yourself before you shopping for a PPC partner. If you are not convinced about the need to spread out this arm of digital marketing, you should exercise caution. There are a ton of agencies out there who are most likely to convince you into doing PPC simply in order to grab your business! You will not achieve a lot by falling for such shenanigans. Ask yourself simple questions like: is my domain of business so new or niche that search volume is abysmally low? If the answer is yes, PPC is not for you. Another question could be, have I studied the competition around me? Or, is my website capable enough to handle the sudden spike in incoming traffic that will come because of the PPC campaign? If these answers are yes, go ahead with it!
The Blueprint of Work
Once you have shortlisted some potential partners, it is time to dig deeper. What kind of work do you want to do or expect your PPC partner to put in? Let the terms of the working relationship be finalized before you actually start investing. Otherwise, it will turn sour sooner than later. For example, if you are a person who likes to have a daily update, you should talk it out with the PPC team. If they are unable to provide a daily report, maybe you should think of other options. These little things usually take on a life of their own, especially when the project is already halfway through! Then, you cannot back out or even stick it out! No one wants to be in that position. If your company is methodical and particular about such protocols, you should never start off working with a team that lives by the day.
The Attachments to PPC
PPC cannot deliver alone. You need to build up attachments to complement the PPC work. It will need some killer ad lines, jaw-dropping landing pages and a world-class website. These are some of the prerequisites. Without them, the PPC campaign will generate interest that is only bound to fade away because you do not have a robust mechanism to handle all the adulation generated in the process! You need to stitch all these strands together for a united stand and rally forces with the PPC team. You have to synchronize your PPC plans with the SEO division as well, because both go together and can complement each other.
The Time Factor
You have to make a small allowance for the time factor. PPC takes time to catch on. There are several PPC teams that may tell you about quick results, etc. Cut through the balderdash and know that it will be long-term that you should plan for. If you are thinking of taking the PPC work in-house, you should work out accordingly. Do not strategize on a day-to-day basis and you will do fine!
The Final Word
PPC can pay off rich dividends but only for brands that know how to wield this weapon. If your business does not need PPC, it will be like renting an airplane because you want to go to the next bus stop! It is more about keeping your own house in order before you look for collaborators. This thumb rule and some common sense is all you need!