5. Reporting, Analysis & Recommendations
Once your company’s campaign is in motion you should outline which of the following deliverables are important on the back-end. This can potentially include:
– Monthly overview of clicks, cost, rankings, and conversions across search engines
– Bi-monthly analysis and reporting at keyword level
– Recommendations for campaign optimizations as needed
– Creative test planning (if applicable)
6. Creative Development
Is your prospective SEM partner equipped to manage the creative process? If so, you can expect:
– Direct consultation for integrated creative, messaging and implementation
– Development of creative copy recommendations for rotation on search engines
– Review and analysis of creative performance as a part of the analysis and reporting process
– Advice on landing page improvements to drive conversions, or test plans to determine improvements
7. Budget/Vendor Management
As far as the administrative tasks, decide up-front whether or not your team will handle budget and vendor management or will you pass these responsibilities onto your new partners. The administrative tasks associated with paid search campaigns can include, but aren’t limited to:
– Setting up and maintaining jobs, purchase orders, production estimates and authorizations
– Gaining your approval for all estimates and authorizations, including revisions
– Managing vendors to approved search media budget amounts
– Processing invoicing in a timely manner
Keep in mind, that your budget and business need may not warrant all of the above considerations, but it is a conversation that every agency — that wants to secure your business — should be willing to have.
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