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What to look for in your paid search partner

September 09, 2008 | Internet Marketing

How much do you really know about your paid search partner? Here are the questions to ask if you want to get the most bang for your campaign buck.

As search engine marketing becomes more ingrained as part of the media mix, the debate over whether to handle paid media campaigns in-house or outsource to an agency continues to rage. Any number of factors can motivate marketers to go the latter route. Issues surrounding scale and efficiency often drive brands to seek outside help, and in many cases, marketers prefer to entrust their campaign to a specialist, much as they do with other aspects of their marketing communications.

Unlike the case with unscrupulous SEO consultants, clients are in little danger of being “ripped off” by an agency handling their paid search campaign. Paid search is fairly unique in that ROI can be tracked down to the keyword level in many cases, meaning that you can keep a close tab on what you are spending at any given time.

However, you do need to ensure that you are getting sufficient value for your money when you work with an agency. Choosing an agency is no small decision given what’s at stake for your company and the fees you’ll be paying the agency to create and manage your campaign. The field of agencies that provide paid search services is a crowded one, so you want to ensure you select a partner that best matches your requirements.

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