A PPC contract is a document that is used to seal the deal between the PPC consultant and the client. A contract helps both parties understand the terms of the agreement, projections, and milestones. The contract will also help identify the "out of scope" work that has the potential to increase your revenue.
They are meant to establish the work to be delivered and the terms and timeframe for providing the work. The agreement will also protect your interests as a consultant. Despite the mutual trust expected from both parties, projects sometimes fail, and you need a solid plan that will protect you from financial loss as well as protect your reputation as a consultant.
It's widely accepted that the contract process is more successful after a first meeting where a verbal agreement is in place. Before you work on the PPC contract, you may need to walk the potential client through the whole PPC process so that they can scale their expectations to the situation on the ground.
For starters, there has to be clarity about expectations from both sides. You have to determine what the client wants to achieve - the needs of the client.
You also need to be careful before you commit to the business relationship. Watch out for a client who cannot articulate their needs. You should also be cautious of the clients who expect you to transform their business. Even the best competitive intelligence tools won't help you determine what their companies need. If they expect miracles, you will have a tough time collecting payments, and it can eat into your reputation. Make sure you talk to the client and establish a verbal agreement before you submit a written one.
The best way to determine the budget for your PPC contract is to rely on projections, assumptions, and math. Some equations use these three parameters to estimate the number of clients a PPC campaign aims for, and the possible revenue these customers will bring.
Another critical determiner for budgeting is how effective the PPC campaign will be when compared to other existing marketing strategies. For example, PPC campaigns are only considered necessary when other tactics have failed to bring in the projected revenue. Paid advertising can make up for shortcomings of other tactics like SEO and social media marketing. Depending on the performance of the existing marketing channels, you will work out a budget for the contract.
As much as possible, avoid defining projected results in the PPC contract regardless of how much the client insists on it. Remember that results are not always within your control. The client will have to participate in for the results are to be realized, and you cannot predict your client's level of commitment. Also, bear in mind that some clients will expect your strategies to be the magic bullet that brings in sales, and this will set them up for disappointment.
There are a few metrics that influence results.
The results based on the contract assume that the client will play their part. The service provider cannot force the client to participate
Rarely do clients ever relinquish full control of the end-to-end running of the PPC campaign. This lack of independence raises the number of factors that can influence the campaign, making results unpredictable.
Unless the contract is fully adjusted to the client's market, then you can't get the best results from a PPC campaign.
There are simple clauses in the contract that could set you up for failure. Failure to get the correct information on the client's needs will also set you up for failure. Similarly, promising too much will set you up for failure. Therefore be cautious about what you put in your PPC contract.