How To Find The Best Keyword Tools And Services
With so many keywords and PPC tools and services, it’s hard to know which one to choose. You’ll find, though, that only a few companies are major players in this space. The top three are Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. Others exist, of course, but these three are the most well-known.
They also represent both directories and search engines, which gives you a good idea of how the different types of PPC services work. The basics from the advertising end are about the same. It’s the setup and some of the more advanced features that are different.
When you’re looking for a PPC program, remember that you’ll probably use more than one, and some companies use several to reach both broader and narrower markets. Which company you choose and whether you choose to work with more than one company should be determined by your needs. But when you’re considering PPC agencies, here are some qualifications to keep in mind:
■ Length of Service: How long has this company been around? If you’re considering a new agency, use caution. New companies aren’t necessarily stable and you might find that you get your campaign started only to have the company gobbled up by another -or could just fall off the face of the Internet.
■ Industry Participation: The PPC industry has been around a while, but as with anything on the Internet, it changes often. Find out how invested your target company is in the industry. Industry investment usually means long-term plans and goals within an industry. It also means that the company is more likely to stay in good standing with customers.
■ Features and Feature Combinations: Your company might have different requirements from other companies. Look at the different features and feature combinations that are offered by your target PPC provider. Some of the services that should be available are bid. management, education, reporting, link submission, copywriting, and even some elements of research. Determine what features you must have and then find the vendor that can pro- vide them.
■ Number of Campaigns: Some PPC providers have restrictions on the number of PPC cam-
paigns you can run at any one time. Others have restrictions on the types of campaigns you can run (that is, global versus local). Be sure to ask about limitations in this area, because you’ll find later on that it’s an important issue to address up front.
■ Average Spend: Can your prospective PPC company give you an estimate of the average spend for companies that use their services? This average helps you to quickly determine if your budget is sufficient.
■ Client Referrals: Client referrals are an often overlooked aspect aspect of PPC company research. What are other clients saying about the service? You can look for these comments online or ask the company specifically for referrals. However, if you’re asking the company to provide referrals, keep in mind they will point you only in the direction of good referrals.
IN THIS CHAPTER
Google AdWords
Yahoo! Search Marketing
Microsoft adCenter
Position-checking and tracking tools
