SEO is an important strategy, but it cannot
give the kind of growth that is vibrant if used alone. It must be combined with
other techniques, including search engine marketing. If you have an in-house
team that has the proper training and skill to deliver great SEM campaigns, you
are in luck. But, if you’re looking to hire external assistance in running your
paid SEM efforts, you need to account for certain specific factors in order to
ensure that you end up with the best solutions.
1. Past experience
The results from a past campaign that the
agency was involved in can give you a glimpse into their level of skill and
efficiency. Find out what campaigns they have run in the past, what came out of
them, the exact ROI, the methodology that was used and other information. While
you may not be told everything because there are trade secrets within agencies,
the results should speak for themselves.
2. Run a background check
Even after they give you past results, you
still need to do your own research to find out what they are not telling you. A
businessperson will always put his best foot forward – leading with the
successes and downplaying the failures, but you need to have your own objective
proof regarding their skills.
Search in online review forums to determine
what past customers have said about them. If you see lots of negative feedback,
you might want to steer clear of them. Determine also how genuine the comments
are, and don’t put all your eggs in that basket. This is just a small part
towards making the final call.
3. Services offered
Search engine marketing is wide so you need
to find out if they can provide all the services that you’ll need. It’s better
to go for companies like Search engine marketing
Fort Lauderdale that offer all-in-one solutions for consistency rather than
hand different aspects to different companies. It will also likely be cheaper
to deal with a single company. However, if they’re really good at the services
they provide, don’t write them off because of one thing they don’t do.
4. Methods of reporting
Getting information about schemes of
reporting will be very important. The best is to have real-time reporting which
enables you to adjust various aspects of the campaign according to how
effective they are. On the downside, this could be time and resource-consuming.
It’s important to know beforehand after how long you can expect results. For
instance, you don’t want a company that will report just once after your
campaign is through. What if it wasn’t the best strategy? You’ve blown your
resources and received nothing in return.
5. Pricing
Price is not the most important factor,
neither is it the least. However, once you have weighed a few companies against
the above criteria and have a nice list to go by, you should consider the
prices that they are offering. Price is no guarantee for quality, so it’s not
the most expensive company that’s necessarily the best. Just trust your gut and
go with what the budget can allow.
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