7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

With recent economic changes, many marketers are finding themselves back in charge of PPC. Here are some dos and don’ts to help you get your footing.

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Do’s and Don’ts for Creating a PPC Contract

If you’re going to work as a PPC consultant or a freelancer (or if you are on the hiring side), you’re probably going to need a contract.

Contracts help both parties understand the terms of your agreement, payment milestones, and protections for both parties.

As you can imagine, we get a lot of questions about what type of language belongs in a PPC contract. While we can not provide you with exact legal advice, I would like to share some insights I’ve gained over the years as a PPC freelancer and consultant.

(Read full article – https://goo.gl/g1nrVP)

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So, today, we are going to work through some do’s, and some don’ts for PPC contracts

We can only discuss general guidelines for contracts. But these guidelines will you help understand how to proceed before signing a contract. And they will help clarify what kinds of language should and shouldn’t go into a PPC service contract.

This presentation contains general information only and Jeffalytics is not, by means of this presentation, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services.

This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor.

Jeffalytics shall not be responsible for any loss sustained by any person who relies on this presentation.

Now that our disclaimer is out of the way, let’s talk about PPC contracts.

Contracts help establish:
What work will be delivered, on what terms, and in what time frame.

Contracts also protect your interests
New business engagements are often motivated by optimism and excitement. But what happens when things go wrong? Contacts exist to protect your interest when your business arrangements don’t work out.

Contract Pre-Steps
It’s much easier to work through the contract process if you already have a verbal agreement in place. This is especially true in the PPC world where clients often have big hopes for all the new sales you’re going to bring them.

You want to work to educate your prospective partners about your PPC management process. And you want to establish fair expectations before you agree to anything in writing.

Let’s look at some pre-steps you can take to get the contract process off to a good start.

PPC Contract Pre-step #1
Be clear about your expectations up front.

You need to clearly establish what your clients are trying to achieve. Then determine if those expectations are reasonable. Given your resources, can you meet your client’s expectations in a time frame that’s profitable for your business.

Study your clients business and market using competitive intelligence tools. Try to determine what type of results would be reasonable given your experience.

Look for these two red flags in your pre-contract meetings:
1) Clients that expect you transform their business
2) And clients that can’t articulate their needs

Both of these types of clients have a habit of being unhappy down the road. Dissatisfied clients can be very hard to collect from.

PPC Contract Pre-step #2
Establish a verbal agreement before you write up the contract.

Work to get a verbal agreement in place before you submit a written contract. And verbalize that you understand the client’s targets.

Here’s an example of verbalizing fees and expectations:
Your fee for managing AdWords campaigns is $2,000/month. The client wants to spend $10,000 a month on ads, and they hope to achieve 100 conversions.

If the verbal terms are favorable for both parties, you can move on to the next step.

Now, let’s talk about what should and shouldn’t go into a PPC contract.

(Read full article – https://goo.gl/g1nrVP)

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