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What Makes A Great Pay Per Click Management Company?

The best pay-per-click management companies provide quite a few services to their clients that the hack jobs simply don’t. Pay-per-click management is one of those areas that many people simply don’t know much about, so we figured we’d point out a few things that make PPC managers great. You should be on the look out for an AdWords management firm that offers:

A dedicated account manager
The number one service that separates the men from the wee little boys. If your PPC firm offers you a live human who is always ready to deal with you — and more importantly, is the only human who interacts with your account — you’re probably dealing with one of the big boys.

Bid management
If you’re a PPC newb, you might not understand the terms just yet, but before you sign on with just any old PPC manager, ask them if they offer bid management. Ask them if they offer big gap monitoring, bid price change monitoring, and bid queue maintenance. Pay-per-click managers that don’t aren’t in it for their clients, plain and simple.

Transparency
Even if you don’t actually understand them, you want your PPC management company to be able to show you how they research their keywords, how they collect their data, and how they spend your money.

Certification
Google AdWords certification is an absolute must for anyone calling themselves a pay-per-click manager. Yahoo Ambassador and Microsoft adExcellence certifications are good, but AdWords is the king of PPC at the moment and isn’t going anywhere anytime soon.

Support
Finally, your PPC company should offer rapid-response customer support. It doesn’t necessarily have to be 24/7/365, but you should be able to call or email and expect a response back within a few hours.

Experience
The last thing you need — or, perhaps more accurately, the first thing you need — from a pay-per-click manager is experience. Preferably, years of it. It’s the only way to know at a glance whether you’re talking to someone who knows the theory or someone who has the practice under his belt. Ask for references, check how long they’ve been in business, and ask them for clients similar to yours that they’re doing well on. If you pay attention to nothing else on this list, insist on working with PPC experts who have experience.