The formal RFP is a preferred method for many companies desiring an exhaustive and standardized evaluation of multiple vendors. If you are thinking about issuing an interactive agency RFP that includes SEM, there are some unique characteristics that set paid search, and thus their RFPs, apart from other marketing channels. As regular RFP participants, we’ve learned a lot about how to get the most out of this process. The following are some recommendations for the SEM portion of your RFP.
- Keep the SEM section focused on SEM. The word Marketing in SEM can be misleading as paid search success is fundamentally an analytics exercise and the channel is remarkably complex. Although it is important to understand how paid search will interact with other channels and how an agency will help accomplish overall marketing goals, keeping the RFP SEM section focused on SEM will trigger the specific and detailed answers you need to pick the right vendor.
- Find out who your account team really is. Paid search workloads crop up in bunches and it’s important to have a scalable account team. Who is supporting your day-to-day account team from a technical, analytics and ad-hoc reporting/project perspective? Yes, the bios of your day-to-day contacts are important, but knowing how your account will be supported from a holistic perspective is also key.
- Check out the technology. Even when looking for a multi-media digital agency, SEM mastery lies in the technical details. Does the agency offer extensive reporting, flexible bid solutions, quality score focused architecture, ad-hoc statistical analysis? Who developed the technology – if not the agency itself, how long will it take to get fixes or improvements? Have you had a live demo or asked for a test? SEM technology is complex, and it behooves you to exhaustively vet the agency’s solution before signing the contract.
- Understand the methodologies. Technology and talent only take you so far – tried and tested SEM methodologies are ultimately the glue that pulls a program together and earn incremental benefits. Be sure your RFP asks for a comprehensive and thoughtful explanation of SEM methodology.
- Get real-world proof. If you’re primarily looking for technology, ask for a 2-3 month trial period. Trial periods are becoming standard, and they are critical to evaluating if the technology is a good fit for your business. If you’re primarily looking for an agency, ask for an in-depth analysis of your existing program and specific recommendations of how the agency will take it to the next level.
All in all, RFPs are an important part of the due-diligence process and deserve thoughtful attention. Please share additional thoughts you have on designing and responding to quality RFPs that add value for everyone involved.
Josh Krafchin
