Paid Search - A Column From Search Engine Land

There are many ways to bill for PPC management and each has its own distinct characteristics. Some of these billing techniques align more with an agency, and others more with an advertiser.

For agencies, the proper billing types can make the difference between being profitable and going out of business. In addition, if your goals are aligned with your advertisers, then long term synergies usually develop which means longer client retention.

For advertisers, it is important to understand the options that exist. Not all agencies offer all of the below pricing options. However, some will be willing to work with you to find a solution that benefits both parties.

A contract extends beyond just billing to include contract lengths and contract renewal types. First, we will examine agency fees, then we will dive into contract lengths.

By seeing the billing point of view from both an agency and an advertiser, it can be easier to choose the proper type of contract so that both the agency and the advertisers succeed in their digital efforts.

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