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Does Your PPC Agency Know What It’s Doing?
This week, in a webinar built to help both agencies and their clients work better together, Hanapin Marketing experts Kayla Kurtz and Sam Owen will run down a list of 14 red flags to watch out for when dealing with an agency.
Does Your PPC Agency Know What It’s Doing?
- 1. #thinkppc Redflags When Working witha PPC Agency HOSTED BY:
- 2. #thinkppc Presenters • Kayla Kurtz –Paid Search Consultant at Hanapin Marketing – Blogger at PPC Hero – @One800Kayla • Sam Owen – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @SamOwenPPC
- 3. #thinkppc Does Your AgencyKnow What They’re Doing? What kind of questions should THEY ask? What kind of questions should YOU ask? It’s not always easy to know if your relationships as working as well as they could. When you first start with a new agency… And later… Do you feel like your account manager isn’t providing the kind of feedback you NEED? What if the feeling is MUTUAL?
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- 5. #thinkppc Does Your AgencyKnow What They’re Doing?
- 6. #thinkppc Join the conversation •Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions.
- 7. #thinkppc Live Poll Question#1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 8. #thinkppc Live Poll Question#2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
- 9. #thinkppc Red Flag #1 Don’tgive you administrative account access, or access period.
- 10. #thinkppc Red Flag #2 Focusedon specific metrics, rather than account performance as a whole.
- 11. #thinkppc Red Flag #3 Don’tallow you access to your Account Manager directly (email or phone).
- 12. #thinkppc Red Flag #4 Youhave no way to accurately track work completed in your account.
- 13. #thinkppc Live Poll Question#3 What is your preferred method of tracking PPC account work? #thinkppc a) Excel spreadsheets. b) Basecamp/project management software. c) Change history. d) Other.
- 14. #thinkppc Red Flag #5 Theentire sales process took place over email.
- 15. #thinkppc Red Flag #6 Theyguarantee results.
- 16. #thinkppc Red Flag #7 Theirfee looks “too good to be true.”
- 17. #thinkppc Red Flag #8 Theydon’t ask for any backend data.
- 18. #thinkppc Red Flag #9 Theycan’t (or won’t) provide references.
- 19. #thinkppc Red Flag #10 Theydon’t ask for or clarify goals at the beginning of the relationship.
- 20. #thinkppc Red Flag #11 They’rea “full service” marketing agency.
- 21. #thinkppc Red Flag #12 Theyincrease budget without presenting a plan or reason why.
- 22. #thinkppc Red Flag #13 Theygive you a single point of contact.
- 23. #thinkppc Red Flag #14 Theyreport suspicious timelines.
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- 25. #thinkppc Need Help? Would youlike help with your PPC accounts and management? I’m interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
- 26. #thinkppc Have more questions? Thankyou for attending Our Live Enhanced Campaigns migration! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com
Editor's Notes
- #2 Kayla
- #3 Kayla
- #4 Kayla
- #5 Kayla
- #6 Kayla
- #7 Kayla
- #8 Kayla
- #9 Kayla
- #10 Kayla – So many situations where we’ve seen this come our way during the sales process. Try to do Solutions Blueprint and find out the client can even give us access; weird for us to tell them why that’s a problem and weird to have to tell the current agency that another agency wants to look around.
- #11 Sam –Body Candy type reference.
- #12 Kayla – Purdue!
- #13 Sam –If the agency team isn’t necessarily giving you any detail on the actions they’re taking in the account when they report performance – this could be curious. Also consider if the frequency of reporting changes. Use the change history as a final check, not as the go to method of tracking activity.
- #14 Kayla
- #15 Kayla –Each situation is unique and can’t be handled with the same line of questions or through the exact same process. Even more than that, trust and communication are crucially important in a PPC agency/client partnership, If they won’t talk to you at the front end, will they talk to you later? We also require a little bit of a deeper look in to whether we’re the best fit for the client and vice versa, and this can’t accurately take place over email.
- #16 Sam –Confusion by clients because so many SEO agencies tout number 1 position guarantees, etc.
- #17 Kayla –“This other agency said they can do it for $50 an hour” mentality. If they claim they can deliver the entire PPC kitchen sink for less than 4 figures a month, be hesitant. You get what you pay for and all that!
- #18 Sam –Orbis/lead gen examples (necessity of the final enrollment data to determine true best optimizations)
- #19 Kayla –There are situations where we won’t or can’t, but in those situations we provide case studies, blog articles, etc. to back it up. However if you’ve got 100k to spend and the agency won’t let you talk to a couple current clients, ask some questions.
- #20 Sam – BP oil spill example. If the agency can’t recognize your most important metric, then what are they focused on?
- #21 Kayla –We used to do this a bit! Would you rather have a jack of all trades or an expert technician? They may be able to offer it all, but not at an expert level.
- #22 Sam –Let’s not kid ourselves, of course we want to grow budgets and make more revenue, too. But there’s a balance there and the right agency increases budget when performance/return for the client matches.
- #23 Kayla –We used to do this, too! What if the account manager leaves? You have to retrain them. We use a tiered method that gives you multiple contacts in case of emergency, someone on sick leave, etc.
- #24 Sam – These short or long timelines could be legitimate, but look for a happy medium. Ask for deadlines if the agency doesn’t provide them. Ask them to give you deadlines with “yes, if” mentality in mind. If they tell you they can make everything a top priority, they’re probably not doing something and just not saying it.
- #25 Kayla
- #26 Kayla
- #27 Kayla