Agencies don't work alone. Clients need to take responsibility for helping agencies succeed, according to Brian Carter. Clients need to trust, collaborate and communicate with their agency reps,
as well as work closely to choose clear goals and understand what it takes to create a successful PPC campaign.
Carter explains a host of terms and processes, including PPC conversion rates. He suggests the client's Web site must run analytics to tell if the PPC campaign will deliver a decent return on investment. "Given your profit margin, conversion rate, and the estimated average CPC, you can find out ahead of time if PPC makes sense for you," he writes. "If you don't know your CR before you start PPC, you're gambling," but you will know approximately after the first month, depending on the click volume.