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Besides the basics of pay per click advertising, a PPC provider should also include some other features that will add value to the type of PPC search engine promotion you are trying to achieve. The most important feature that a PPC provider should offer is a way to specifically target the customers that would be interested in what you have to sell in the way of a product or a service.
With literally billions of searches conducted on search engines each month, a PPC provider has to give you a way to drill down to what may be considered a very niche audience or even a specific geographical reach where you are selling your products or services. The PPC provider should explain how they are able to offer the greatest level of granularity and analytics to find these customers as part of the pay per click program. It would also be beneficial to sign-up with a PPC provider that could also do intelligence research on your competition so they can help you exploit their weak spots and leverage greater results from your own PPC advertising efforts.