How To Write A PPC Request for Proposal and What To Include

Welcome to the comprehensive guide on creating a well-structured Pay-Per-Click (PPC) Request for Proposal (RFP). In today’s digital landscape, PPC advertising has become crucial to any effective marketing strategy. As a result, finding the right PPC agency to partner with can make a significant difference in achieving your business goals.

The purpose of this guide is to provide you with a step-by-step outline of the essential sections that should be included in your PPC RFP. Following this guide, you can communicate your requirements clearly and effectively, attracting the most qualified PPC agencies to submit their proposals.

A well-structured PPC RFP serves as a roadmap for your organization, enabling you to outline your business and marketing objectives, define the project’s scope, establish technical requirements, set budget and timeline expectations, and develop evaluation criteria. Through a comprehensive RFP, you can effectively communicate your expectations, making it easier for PPC agencies to understand your needs and propose tailored solutions.

By investing time and effort in crafting a thorough PPC RFP, you will attract PPC agencies that are aligned with your goals, have the necessary expertise, and can provide you with a competitive edge in the digital advertising landscape.

In the following sections, we will delve into each component of the PPC RFP, providing you with insights and guidance to ensure that your RFP is comprehensive, clear, and enticing for prospective PPC agencies.

Now, let’s dive into the crucial sections to include in your PPC RFP and start your journey to finding the perfect PPC agency for your business.

Understanding the Need for PPC RFP

In today’s highly competitive digital advertising landscape, PPC campaigns are a powerful tool for driving targeted traffic, generating leads, and maximizing conversions. However, successful PPC campaigns require expertise, strategic planning, and continuous optimization.

To ensure that you find the right PPC agency that aligns with your business objectives, creating a well-structured PPC Request for Proposal (RFP) is essential. The PPC RFP bridges your organization and prospective PPC agencies, allowing you to communicate your needs, expectations, and goals effectively.

Why PPC RFP is crucial for businesses

The PPC RFP acts as a roadmap that outlines your project requirements and expectations. By clearly defining your objectives and desired outcomes, you provide PPC agencies with a comprehensive understanding of what you are looking to achieve. This clarity helps agencies assess whether they can meet your needs and develop customized strategies to achieve your goals.

Furthermore, the RFP process allows you to evaluate multiple PPC agencies on a level playing field. It enables you to compare proposals, strategies, and pricing structures, ensuring that you choose the agency that offers the best fit for your organization. By soliciting proposals through an RFP, you gain valuable insights into different agencies’ capabilities, experience, and expertise, making an informed decision possible.

Role of RFP in Achieving PPC Goals

A well-crafted PPC RFP helps you clearly articulate your specific marketing and PPC goals. It lets you define key performance indicators (KPIs), such as click-through rates, conversion rates, cost per acquisition, and return on ad spend. By stating your goals and KPIs, you provide PPC agencies with the necessary information to develop strategies and campaigns that align with your desired outcomes.

Moreover, the RFP process facilitates a collaborative approach with PPC agencies. Through the proposal submissions, you gain insights into different strategies and approaches that agencies propose, allowing you to assess their creativity, innovation, and understanding of your target audience. This collaborative process ensures that you select an agency that understands your goals and brings fresh ideas to the table.

Identifying prospective PPC agencies through RFP

The PPC RFP is a marketing tool for your organization, attracting qualified PPC agencies to submit their proposals. You create a compelling case for agencies to engage with your project by clearly outlining your requirements, expectations, and evaluation criteria. This enables you to receive proposals from genuinely interested agencies, well-qualified and capable of delivering results.

Additionally, the RFP process allows you to gather important information about the PPC agencies, including their experience, expertise, case studies, and client references. This information helps you evaluate the agencies’ track records and assess their ability to meet your needs.

In conclusion, a well-structured PPC RFP is vital in finding the right PPC agency for your business. It helps you define your objectives, communicate your requirements effectively, evaluate proposals, and ultimately select an agency that can drive your PPC campaigns to success. By investing time and effort in creating a comprehensive RFP, you position your organization for a fruitful partnership with a PPC agency that can maximize the return on your advertising investment.

Establishing Your Business and Marketing Goals

Before diving into the specifics of your PPC Request for Proposal (RFP), it is crucial to establish a clear understanding of your business and marketing goals. By aligning your PPC campaigns with these objectives, you can maximize the effectiveness and impact of your advertising efforts. This section will guide you through defining your business and marketing goals to ensure they are reflected in your RFP.

A. Description of the Company

Begin by providing an overview of your company. Include details such as your industry, products or services, target market, and unique aspects that set your business apart. This information will help PPC agencies gain insights into your business and tailor their proposals accordingly.

B. Overview of the Target Market

Describe your target market in detail. Identify critical demographics, such as age, gender, location, interests, and purchasing behaviors. Understanding your target audience is crucial for PPC agencies to develop effective strategies that resonate with your customers.

C. Marketing Objectives and How PPC Fits into Them

Clearly state your overall marketing objectives and how PPC advertising aligns with them. Are you aiming to increase brand awareness, drive website traffic, generate leads, boost online sales, or achieve a specific conversion goal? Clearly defining your marketing objectives will help PPC agencies understand the specific outcomes you want to achieve through PPC campaigns.

D. Detailed PPC Objectives and Key Performance Indicators (KPIs)

Outline your specific PPC objectives. Do you want to increase click-through rates, improve ad position, reduce cost per click, or enhance conversion rates? Be clear about what you want to accomplish with your PPC campaigns.

In addition, establish key performance indicators (KPIs) to measure the success of your PPC efforts. Examples of KPIs could include click-through rates (CTR), conversion rates, return on ad spend (ROAS), or cost per acquisition (CPA). Defining these metrics will enable PPC agencies to align their strategies and reporting with your desired outcomes.

By articulating your business and marketing goals in the RFP, you provide PPC agencies with a foundation to develop tailored strategies and campaigns. This alignment ensures that the agencies’ proposals are specifically designed to help you achieve your desired results.

Crafting a Comprehensive PPC Project Description

This section will teach you how to craft a detailed and comprehensive PPC project description within your Pay-Per-Click (PPC) Request for Proposal (RFP). A well-defined project description helps PPC agencies understand the project’s scope and enables them to provide tailored solutions to meet your specific needs. Here are the key components to include:

A. Scope of the PPC Project

Clearly define the scope of the PPC project. Specify the types of PPC campaigns you require, such as search ads, display ads, video ads, or remarketing campaigns. Indicate the platforms you want to target, such as Google AdWords, Bing Ads, social media platforms, or other advertising networks.

Additionally, outline the expected campaign duration and any specific campaign objectives or milestones you want to achieve. This information will help PPC agencies gauge the complexity and scale of the project.

B. Platform Preferences

Express any preferences you have regarding PPC platforms. If you have a preferred medium, such as Google AdWords, or want to explore multiple platforms, mention it in this section. Providing platform preferences allows PPC agencies to showcase their expertise and experience with your preferred media.

C. Expected Deliverables

Specify the deliverables you expect from the PPC agency. This could include creating and optimizing PPC campaigns, keyword research, ad copywriting, landing page recommendations, ad creative development, and ongoing campaign management. Clearly stating the deliverables helps PPC agencies understand the level of involvement and tasks required to fulfill the project requirements.

D. Description of the Target Audience

Provide a detailed description of your target audience for the PPC campaigns. Include demographic information, psychographic traits, interests, online behavior, and other relevant characteristics. The more specific and detailed you can be, the better PPC agencies can tailor their targeting strategies to reach your ideal audience.

E. Existing PPC Campaigns

If you have existing PPC campaigns, provide a brief performance overview. Include critical metrics like click-through rates, conversion rates, cost per click, and return on ad spend. This information gives PPC agencies insights into your current PPC efforts and helps them identify areas for improvement or build upon existing successful campaigns.

By crafting a comprehensive PPC project description, you provide PPC agencies with a clear understanding of your PPC campaigns’ scope, objectives, and expectations. This clarity enables them to develop targeted strategies and propose solutions aligning with your needs.

Technical Requirements

In this section, you will outline the technical requirements that PPC agencies should consider when submitting their proposals. These requirements ensure the agency has the necessary tools, resources, and capabilities to meet your PPC objectives. Here are the key aspects to include:

A. Existing PPC Campaigns

Provide details about any existing PPC campaigns you currently have. This includes information about the platforms, movements, and ad groups already set up. Mention if you require the agency to optimize and improve upon these existing campaigns or if they need to start from scratch.

B. Integration with Other Marketing Platforms

If you have other marketing platforms or systems in place, specify the integration requirements for the PPC campaigns. For example, you may have a CRM system, marketing automation platform, or analytics tools that must be integrated with the PPC campaigns. Communicate the integration expectations to ensure seamless data sharing and campaign optimization.

C. Software or Tools Requirements

Specify any software or tools you expect the PPC agency to use for campaign management, reporting, and analytics. This could include platforms like Google Ads, Bing Ads, Facebook Ads Manager, or third-party tools for keyword research, competitor analysis, or conversion tracking. If you have preferences or specific requirements regarding the tools used, mention them in this section.

D. Conversion Tracking and Analytics Setup

Clearly outline your expectations regarding conversion tracking and analytics setup. Specify the key actions or conversions you want to track, such as form submissions, purchases, or lead inquiries. Provide information about your preferred analytics platforms, such as Google Analytics, and any specific tracking requirements you have. This ensures that the PPC agency can accurately measure and optimize campaign performance.

By detailing your technical requirements, you ensure that PPC agencies have the tools, systems, and capabilities to meet your campaign objectives. It also helps agencies understand the technical integration and data analysis required to achieve the desired results.

Budget and Timeline Expectations

In this section, you will define your PPC project’s budget and timeline expectations. Setting clear parameters for the budget and timeline helps PPC agencies understand the scope of work and allows them to propose realistic solutions. Here are the key elements to include:

A. Budget Range for the Project

Specify the budget range you have allocated for the PPC project. It is essential to provide a realistic budget range based on your objectives and the expected level of competition in your industry. This information allows PPC agencies to assess whether they can deliver the desired results within your budgetary constraints. If you have any specific budget allocation requirements, such as dividing the budget among different campaigns or platforms, mention them here.

B. Desired Start Date and Project Timeline

Communicate the desired start date for the PPC project and provide a timeline for key milestones or deliverables. This could include campaign setup, optimization phases, reporting intervals, and ongoing campaign management. Be as specific as possible regarding essential dates and deadlines. Additionally, consider any external factors or events impacting the project timeline, such as seasonal promotions or product launches.

C. Potential for Long-Term Relationship

Indicate whether you are open to establishing a long-term relationship with the PPC agency beyond the initial project. A long-term partnership can lead to excellent campaign continuity, improved results, and ongoing optimization. If you have a preference for a short-term project or if you are actively seeking a long-term partner, clearly state your intentions.

By providing budget and timeline expectations in your PPC RFP, you give PPC agencies a clear understanding of the resources and timeframe they need to work within. This enables them to propose realistic strategies and manage your expectations effectively.

Submission Guidelines

In this section, you will outline the submission guidelines for PPC agencies interested in responding to your PPC Request for Proposal (RFP). Establishing clear procedures ensures that all proposals are submitted consistently, making evaluating and comparing them effectively easier. Here are the key components to include:

A. Format of Proposal

Specify the format in which you expect the proposals to be submitted. This could be a PDF document, a Word document, or an online form. If you have any specific formatting requirements, such as font size, margins, or file size limitations, mention them here.

B. Submission Deadline

Clearly state the deadline for proposal submissions. This helps create a sense of urgency and ensures that PPC agencies submit their proposals promptly. Include the date and time by which the bids should be received. It is also a good practice to provide a point of contact for any questions or clarifications regarding the submission process.

C. Points of Contact for Questions

Provide the contact information of the person or department responsible for handling any questions or inquiries related to the RFP. This allows PPC agencies to seek clarifications or additional information if needed. Include an email address or phone number for accessible communication.

By establishing clear submission guidelines, you streamline the proposal process and ensure that all agencies can respond equally. This makes it easier for you to review and evaluate the proposals based on consistent guidelines.

Evaluation Criteria

In this section, you will define the evaluation criteria used to assess the proposals submitted by PPC agencies. By establishing clear evaluation criteria, you can objectively compare and analyze the proposals, ensuring you select the agency that best meets your needs. Here are the key elements to include:

A. PPC Agency’s Experience and Expertise

Consider the experience and expertise of the PPC agency in your evaluation. Assess their track record in managing successful PPC campaigns, their industry knowledge, and their understanding of your specific market or target audience. Look for agencies that have worked with similar businesses or industries and have a proven record of achieving results.

B. Quality of the Proposed Strategy

Evaluate the quality and effectiveness of the proposed PPC strategy. Consider the alignment of the strategy with your objectives, the innovative approaches suggested, and the potential for driving results. Look for agencies that demonstrate a deep understanding of your business, target audience, and competitive landscape, and propose strategies tailored to your unique needs.

C. Case Studies and Client References

Review any case studies or client references provided by the PPC agency. Examine their past work and success stories to gauge their ability to deliver results. Look for evidence of their ability to drive conversions, improve campaign performance, and generate a positive return on investment (ROI). Client testimonials or references can provide valuable insights into professionalism, communication, and client satisfaction.

D. Value for Money

Assess the value for money offered by each agency. Consider the proposed pricing structure, fees, and services included in the proposal. Compare the cost of the services offered with the expected outcomes and benefits. Look for agencies that provide a fair and transparent pricing model and demonstrate how their services will generate a positive ROI for your PPC campaigns.

E. Reporting and Communication Capabilities

Evaluate the reporting and communication capabilities of the PPC agency. Consider the frequency and depth of reporting, the availability of performance metrics and analytics, and their communication channels. Look for agencies that offer clear and comprehensive reporting, regular updates, and proactive communication to keep you informed about the progress and performance of your PPC campaigns.

By defining the evaluation criteria, you create a structured framework for assessing and comparing the proposals received from PPC agencies. This allows you to make an informed decision based on objective measures aligning with your needs and goals.

Legal and Compliance Details

In this section, you will address the legal and compliance aspects that PPC agencies must adhere to when submitting their proposals and potentially entering into a partnership with your organization. Clearly outlining these details ensures that all parties know their rights, responsibilities, and any necessary legal considerations. Here are the key components to include:

A. Confidentiality and Data Security

Specify the need for confidentiality and data security in your PPC RFP. Highlight the importance of protecting sensitive information, including proprietary business and customer information. Request that PPC agencies outline their data security measures and protocols to ensure compliance with relevant privacy regulations.

B. Ownership of Work

Clarify the ownership of work produced by the PPC agency. Specify that all PPC campaigns, ad creatives, and related assets developed during the partnership will be owned by your organization. However, it’s essential also to consider any licensing or usage rights granted to the PPC agency for campaign management and reporting.

C. Payment Terms

Outline the expected payment terms for the PPC project. This includes invoicing frequency, payment methods, and contractual agreements regarding payment milestones or terms. Specify if you require a breakdown of costs or a payment schedule as part of the proposal submission.

D. Termination Clauses

Include any termination clauses or conditions that would apply to the partnership with the PPC agency. This could include circumstances under which either party may terminate the agreement, notice periods, and potential penalties or liabilities. Clearly define the steps and procedures for completing the partnership to ensure a smooth transition, if necessary.

E. Compliance with Regulations

Highlight the importance of compliance with relevant laws and regulations governing PPC advertising. Specify that the PPC agency must adhere to industry standards, advertising guidelines, and applicable legal requirements, such as consumer protection laws, privacy regulations, and advertising disclosure rules.

It is advisable to consult with legal professionals or your organization’s legal department to ensure that the legal and compliance details in the RFP align with your legal requirements and obligations.

By addressing the legal and compliance aspects of your PPC RFP, you ensure that both your organization and the PPC agency know their rights, responsibilities, and legal obligations. This helps establish a transparent and compliant partnership between both parties.


Congratulations on concluding this guide on creating a comprehensive Pay-Per-Click (PPC) Request for Proposal (RFP). Following the outlined sections, you have gained valuable insights into structuring an effective RFP to attract qualified PPC agencies and help you find the right partner for your PPC campaigns.

A well-structured PPC RFP serves as a roadmap for your organization, enabling you to communicate your business and marketing goals, define the project scope, outline technical requirements, set budget, and timeline expectations, and establish evaluation criteria. Investing time and effort in creating a thorough RFP increases the chances of receiving tailored proposals from PPC agencies that understand your needs and can deliver results.

Remember to:

  1. Clearly define your business and marketing goals to align your PPC campaigns with your objectives.
  2. Craft a comprehensive PPC project description to outline the project’s scope, deliverables, and target audience.
  3. Specify the technical requirements, integration needs, and software or tools required for the PPC campaigns.
  4. Communicate your budget range, desired start date, and any potential for a long-term partnership.
  5. Establish clear submission guidelines to streamline the proposal process for PPC agencies.
  6. Define the evaluation criteria, including the agency’s experience, proposed strategy, case studies, value for money, and communication capabilities.
  7. Address legal and compliance details to ensure a transparent and compliant partnership.

Now that you have a solid understanding of each section to include in your PPC RFP, you are well-equipped to create a comprehensive and enticing RFP that attracts the most qualified PPC agencies.

Remember, the success of your PPC campaigns relies on finding the right partner who understands your goals and can execute effective strategies. Review the proposals carefully, conduct due diligence, and select the agency that best aligns with your objectives.