I have seen so many horror stories when it comes to PPC Management. Whether it’s advertisers flying blind with their ad budgets or the common event of not knowing that their ads are being shown with irrelevant terms, their should always 100% transparency between the agency and the client.
Furthermore, there needs to be more HONESTY on behalf of the PPC Agency. In this post, I will talk about a few areas of the Agency/Client Relationship that should be based on being honest with the client.
Educate Your PPC Client
Let’s face it, the PPC agency knows more about PPC Marketing than the client. However, that does not mean the client needs to be taken advantage of because they do not know how everything works.
The person handling the client’s account needs to “in many ways” educate the client as to what is working, not working and where there are opportunities. They need to help explain to the client why the CTR% went up, why conversions are down and what their competitors are doing.
Admitting PPC Mistakes
Everyone makes mistakes, right? Well, PPC Agencies should not try and hide them just because they can get away with it. Agencies should be forthcoming with admitting mistakes that were made and how efficiently and effectively they were fixed.
It’s better to be honest with the client, than having them find out later that you lied to them. Ever heard of a Referral or a Testimonial?
Honest & Factual PPC Reporting
Over the years, I have seen so many poor examples of PPC Reporting where clients receive an excel spreadsheet of just Clicks, Impressions, CTR%, CPCs, etc… and not a single keyword or text ad or even a sentence on the performance of the account. In today’s world that is unacceptable.
I have also seen examples of trend charts being manipulated to disguise the true performance of a specific metric. Agencies have a responsibility to provide not only excellent service, but also honest and factual reporting. It will help both sides make decisions that improve campaign ROI.
Managing Client Expectations
PPC Marketing is not for everyone and for those who are spending money have this perception that the more they spend the better the results. That is completely FALSE.
If an client/advertiser was given any sort of Guarantee from an agency, they should “run for the hills”. Guarantees in PPC Marketing are very dangerous for both parties because they create false expectations.
An agency must be honest and upfront with the client when it comes to setting expectations both on performance and future success. The agency must have a clear understanding of the client’s:
- Cost per Conversions/Acquisition
- Targeted Audience
- Messaging Tactics
- Daily and Monthly Budgets
Honesty is always the best policy in PPC. Agencies have a responsibility to not only provide excellent service, but also be honest and forthcoming with the client.
I have heard countless stories of poor PPC Management, including the topics I mentioned in this post. Some may say that is good for the industry because it creates more “turnover” and more opportunities for other agencies. However, for this PPC Geek, I believe in Happy Clients.