How to draw up a TOR for directors and set a price?

Question

contextual advertising

Hello. Soon I'm going to start looking for a person to see the campaign in Yandex.Direct and maybe in Google adwords.
The first question:
How to draw up a TOR correctly so that the freelancer does not have any questions? What should be foreseen and what questions should be answered so that a person would be comfortable working? If there are examples of good TOR for directors, please show :)
The second question:
How are prices formed? Piece-rate payment with a freelancer, and a separate campaign budget? What are the approximate prices in this niche? What else do I need to know before working with a freelancer?)
Thank you!

Answer 1

1. In addition to the standard questions about payment and working conditions, you will need to provide information about your business and the product you want to promote. Its features, target audience, competitive advantages. The region you are targeting. Of course, to provide a site for study, prospective pages for advertising. It will also be necessary to tell what goals you are pursuing in advertising - sales, the number of visitors, mobile traffic, or, say, increasing the average life expectancy of a client. Well, describe the methods by which you analyze the results achieved. And also what accesses will be provided to the specialist.
In fact, in advertising it is customary to provide a media plan to the client for approval, to do an independent analysis of products and competitors. Therefore, extensive TOR is not required.
2. Freelancers are different - some have their own advertising agency, some do not. In the first case, you will pay nothing in excess of the campaign budget for advertising in Yandex.Direct and about 13-15% of the budget for advertising in Google Adwords. But more often than not, freelancers perform separately from agencies. In this case, it is customary to either take only a fix for setting up campaigns (3000-15000 rubles), or, if maintenance is also implied, a percentage of the budget is 5-10%. Sometimes there are proposals for a fix for maintenance - 5000-15000 rubles per month.
You only need to be sure of the quality of the work of the chosen specialist. Get acquainted with his media plan, how it matches your products, what is offered within the budget. And also to assume an independent analysis of the effectiveness of ongoing advertising with the help of analytics systems, whether the goals are achieved. You will not be able to evaluate all other technical subtleties and the correctness of setting up campaigns if you do not have experience working with systems.