How to put in writing better PPC RFPs: 15 questions to ask your company

Running a paid search business enterprise, I get to peer a truthful quantity of PPC RFPs every month, some better than others.

But what makes a great RFP a good way to allow you to a training session on which groups are exquisite at income and which can genuinely supply your project?

Ask, “How large is your employer?” & “What is your average client length?“
When it involves the size of the organization and its average client size, there are two foremost considerations:

A large company with more workers is probably considered a secure pair of palms. However, you’ll likely have a less experienced account manager until you’ve enormous media finances.

On the other stop of the scale, a smaller corporation is probably seen to be more unstable. However, you’re much more likely to paint with the proprietors or different senior personnel with numerous revelations.

Asking approximately the average customer length will permit you to determine where you’ll sit within the corporation’s pecking order.

If the company has an average client size of £1m and you spend £100k, the probability is you’ll no longer get as much interest as an account spending £5m that might be in the employer’s pinnacle 10 bills.

Generally speaking, maximum agencies are accurate at an unmarried service, and then extra services are probably outsourced or treated using a small team.

Here, it’s key to invite what percentage of the workforce is committed to paid seek and look for an enterprise focusing on this area to get excellent consequences.

Generally speaking, you’ll be inside the pleasant palms at an expert paid-to-seek corporation or a seek organization (presenting SEO and PPC) with a larger paid-to-seek team.

RFP, request for proposal icon for web 3108365 Vector Art at Vecteezy

“Who will be in my money-owed crew?“

Understanding who is within your money-owning team and their background is key. There are several questions that you may need to ask right here to dig deeper:

Where did they paint earlier, and what did they paint on earlier than that became comparable?
What was their function while operating on their money owed? It’s fairly commonplace for organizations to list that their employees formerly labored on huge manufacturers, while truly they had been simply an account govt doing heritage admin, not the account director going for walks the strategy and dealing with the customer relationship.
What is the tradition of the account group I will work with, and can we meet them? Ensure you meet them as part of your pitch method to ensure good chemistry.
What is the crew structure in the debts crew? Who does what, and what sort of anybody’s time will I get? Most organizations use a version with an account director on the pinnacle, an account supervisor, and several account executives and grads. You don’t want to find that you’ve been given two surprisingly overworked account directors, account managers, and a bunch of grads who are gaining knowledge of the task along with your account.
What is their account supervisor churn charge? You don’t need to be operating with a money-owed team. This converts every few months, so look to work with an enterprise with a meager account supervisor/director churn rate.
Do you outsource any work? It’s commonplace to have some freelancers working for huge companies, but an enterprise that outsources account management might be one to avoid.

Ask approximately similar work within the equal vertical
There is the announcement that past overall performance is a hallmark of destiny overall performance, which usually holds real within the paid seek arena.

It is a good concept to invite your enterprise. How many of their customers are within the same marketplace as me? An enterprise that has to enjoy within the same enterprise will recognize the competitive market and its challenges and prevent time training them.

Ask who owns the industrial courting and account information
We nonetheless run into FTSE100 money owed in which the media organization owns each data and the commercial courting with the platform (Google, Bing, Yandex, and so on).

It’s essential for media shopping for transparency that you own the industrial courting with the platform so you can see precisely how much you’ve spent and can account for each pound spent.

You need to also look to barter your credit terms with Google and other systems and provided that you have an awesome credit and charge history, you ought to be able to negotiate desirable phrases.

Ensuring you also own all the records within your account generated from marketing campaign pastime is vital. Also, you should ensure that that is a term inside your contracts.


In a small 10,000 keyword paid-to-seek account, there are around 38 billion distinctive capacity bidding combinations in an unmarried day. That has many facts, and it’s most effective to develop as Google provides more functions, making automation ever-greater important.

You should ask your enterprise:

What technology do you subscribe to?
What proprietary era do you have?
Do you use open supply technology like Adwords Scripts?
Do you have in-house functionality to build your very own bespoke generation?
The satisfactory PPC groups are probably to have to get entry to their personal proprietary generation that works on Google’s API to automate obligations like account builds, expansions, and bidding.

They might also join software like DoubleClick Manager, Marin, and Adobe Media Optimiser for bid management and different systems for extraordinary requirements. For example, they may join software programs like Analysis or Optmyzr to split the check at scale.

Good agencies must utilize the masses of open supply Adwords scripts like Google’s TV bidding scheduler, allowing you to boom brand bids when your TV ads are walking.

Best-in-magnificence companies will have their own in-residence-era departments to construct technology around customers’ requirements.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.