A pay-per-click network CEO gives guidance on how to pick a partner that will help you profit.
Whether you're new to working with a pay-per-click (PPC) provider or already in a relationship, it is helpful to review this quick checklist of key points to be sure you're getting the best return on your investment.
1. Has diversified traffic sources
It's important for a network to not rely on only a few traffic sources when sending that traffic to its advertisers. Not all traffic sources work for every advertiser, so when a network depends on only a few sources of traffic, it is putting all of its eggs in one basket and risks losing the advertiser that cannot monetize those few sources. The more a network can aggregate traffic, the better an advertiser can segment the traffic that works for it, thereby optimizing campaigns more efficiently. Look into where the PPC traffic is coming from and see if you can get a list of some of the network's traffic partners.
2. Has an answer to click fraud
PPC networks aggregate traffic from across their network of traffic partners. On many occasions the PPC provider does not know where the traffic is coming from and has little control over the quality. Because of this, the PPC network must have some sort of solution/technology in place to be able to segment the good traffic from the potential click fraud. Be sure to check for this feature before choosing a PPC provider.
3. Has efficient account management
No matter how savvy the advertiser may be, administrators know the unique assets and tools for each network, so use them! It is always important to know what tools and options you have for targeting and optimizing. Local geo targeting, day parting and traffic source optimization are just some tools that are unique to certain providers, so talking to your account administrator about hints and tips to help monetize your program is essential to success. Always try to get an account representative who you can call on or email with any questions or comments. It is in the account reps best interest to keep you profitable and happy.
4. Can provide traffic optimization methods
It is important to understand what the PPC network is doing to optimize advertiser traffic based on the clicks it is sending over. What sort of transparency, if any, does the network provide into the traffic quality and performance being sent to your ads? Ultimately, it is the advertiser who knows how well each traffic source performs, so being able to optimize traffic on a traffic source level can be instrumental to the level of success in your campaigns. Check to see if the provider can give you a parameter to append to your click URL that will dynamically pass through the traffic source ID with each click. When you review performance, you should be able to request the lower performing sources to be shut off, thereby raising your ROI significantly.
5. Has a quick approval process
The beauty of online advertising is the opportunity for instant communication. Although it is critical for a PPC network to proof your ad to make sure it is suitable for publishing, it shouldn't take more than one business day. Marketers should not have to repeatedly check back to see if a campaign has gone live. Be sure the PPC network has an expedited review and approval process.
6. Can provide geo targeting
Whether you are a local advertiser or you just want domestic traffic, a PPC network should be able to target your listings to where you need the ads to be displayed. An efficient geo-targeting tool should be easy to use, allowing the advertiser to drill down to the country, state, city or ZIP.
7. Provides responsive customer support
Although most interaction with a PPC network is through an automated system and FAQs, sometimes you need to ask a question or gain some clarity on a certain element of the administration or campaign. For most customers, responsive and helpful customer service can be the most redeeming quality for any company. Being able to reach out to a knowledgeable representative and receive a timely response is essential to a lasting and mutually beneficial relationship with your PPC network.
8. Is affordable
In the PPC marketplace, bid pressure and advertiser saturation have caused the top-tier networks to be well outside the reach of affordability and profitability for many advertisers. To get ahead the advertiser has to be willing to test new sources of traffic that aggregate different traffic sources at a more affordable price. You should test with at least 10 percent of your larger PPC budget; however it is important to make the most of your test budget with low minimum tests and affordable CPCs. Even a large budget can flounder if the CPCs are too high to maintain profitability.
9. Has a history
Get to know the history of the company. How long has it been around? Is it privately owned? Does it have any new partnerships? Has it published recent press releases? These elements will help you get a feel for the provider and whether or not it will be a good fit. At the same time, keep in mind that this marketplace is constantly evolving. New traffic sources and emerging technologies mean that a provider you previously declined to work with could be worth revisiting six months down the road.
10. Has sufficient traffic volume
It is important for a network to be able to garner your traffic from enough sources to offer you the volume needed to warrant your time and energy in managing the program. Every PPC network should have a proposal or traffic estimation tool to help you understand if they have enough traffic for your vertical and keywords. Work with an account manager to maximize your traffic potential. Additionally, if there is too much traffic, try optimizing your traffic sources to reduce the larger non-performing channels.
Daniel Yomtobian is the CEO of ABCSearch.com, an emerging pay-per-click ad network. Read full bio.