I've been handling SEO/SEP for several customers on a monthly basis for several years. I have been looking for an opportunity to expand my business to PPC to cover all the major areas of SEM. Now, my largest client has asked me to create a PPC campaign for them only for Google. (They know I'm new to it but "want to give me a shot at it"). Their budget on the keywords is around $500 per month, not counting my fee. I have the 6 keywords and confirmed that these are the best ones (based on our SE Rankings, demographic/frequency research, cost-per-click, etc.)
Every month, I create a monthly report for them on the SE Rankings, Web Stats, and advertising at four industry-specific advertsing sites, wrapping it all into an easy-to-read report. To add a PPC campaign:
1. Should I use a tool to manage it or are Google Adwords sufficient?
2. Should they pay me and then I pay Google, or should I have them pay Google directly?
3. How do I charge for a PPC campaign? (I've read some posts here about using a percentage. Is that a percentage of their monthly spending?)
Thanks for any assistance. I'm fairly new to PPC (though an old hand at SEO) so any article links, etc. would be appreciated.