Working With a PPC Agency In-house or use a search marketing agency? An advertiser can choose to either set-up their accounts directly with the PPC networks (via their online facilities and using a credit card), or they can choose to use a specialist PPC search marketing agency. A good PPC search marketing agency should be able to add a lot of benefits to an advertiser. They should be able to assist with all aspects of the campaign, from setting-up, tracking, managing the bids, reporting and advising on advanced strategy. However, if an advertiser only has a very small budget for their PPC activity, the benefit that an agency can deliver will be much less and the minimum agency management fees may be difficult to justify. Management fees: The fees charged by a PPC search marketing agency will typically cover the following: keyword research, preparing proposals, writing creative copy, setting up accounts with the PPC networks, tracking the campaign, optimising the account on an ongoing basis to achieve the clients’ goals and also, in many cases, automated bid management systems. There are various fee structures that are used by search engine marketing companies. These can include one or several of the following: Initial set-up fee per PPC network, per country, plus a monthly management fee. Monthly management fee only (either as a percentage of the advertiser’s spend, or a flat monthly fee). Hourly rates. Performance related payment structure (CPA structure). Separate tracking and / or automated bid management charges. Many search marketing agencies will receive an agency discount from the PPC networks. This enables them to offer lower management fees to advertisers.

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