Due to the complexity of PPC, you should look for a pay per click agency that has a lot of experience in the sponsored search arena and will devote enough time and attention to the PPC aspect of your marketing efforts. A specialist PPC manager that focuses entirely on sponsored search should be employed by the PPC agency. They must be prepared to keep up with trends and announcements in this fast changing environment.
Another important factor to consider when choosing a paid search service is their readiness to share information and expertise. You should be able to see exactly what they're doing in your account and how frequently they're performing on it - a lack of transparency could indicate that the agency doesn't know what they're doing or isn't paying enough time to your campaigns.
Ability to Retain Control – A last consideration, similar to transparency, may be a desire to work with you, allowing you to maintain control over your paid search campaigns' goals, focuses, and, in some situations, even specific execution. (Depending on your industry, this may or may not be relevant.)
At the very least, the agency should employ a dedicated PPC manager who only works on sponsored search. In this fast-changing environment, they must be able to keep up with trends and announcements. Transparency – A paid search agency's openness to share information and expertise is another important point to consider.
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