5 PPC Offence Your Agency Shouldn’t Commit
Are you facing these PPC offences? New to Pay-Per-Click (PPC) Agency? Not too sure how your ads are performing, how do you measure a good quality PPC agency? Are they performing up to expectations and standards? There are different benchmarks used to measure a good quality PPC Agency?
You’re not alone. Many of our clients had similar problems before engaging in Adssential Marketing. We’ve thousands of questions to answer and to prove our standards and quality of PPC work. We’ve decided to post a blog on some pointers to take note. The top 5 PPC offences that agencies do not announce to the public.
Adwords account should always be created by you or the agency. Here is the link to Adwords account creation. Creating an account might be a hassle if you’re unsure of the roles, rights and proper method in Adwords creation. However, if you wish to outsource Adwords account management and allow the agency to manage your Adwords account creation.
You should ensure that the agency creates your account not under their accounts. Instead, it should be your company account and their sole purpose is to gain manager access to your Adwords campaign.
A well-establish agency should be able to set all permission and setting according to industry standards. We’ve seen many agencies conducting unorthodox method. Holding client’s PPC data hostage or agencies who are naïve and created Adwords account under their own company. The latter might be the worst approach as it shows the professionalism and expertise perform by the agency.
If you do not hold control of your account and data, it would be difficult for 3rd party to audit and analyze records and performance of your entire PPC campaign.
We can’t stress it enough: the main Adword account should always belong to you. With full access to the Adwords account, you will be able to set different access. Different security measures and termination of any agency or user access into your account without needing to ask permission.
PPC Offence 2: No conversion tracking or goals being set up
In every aspect of a job offered, there will always be a key performance indicator (KPI) to set a benchmark and measurement. In the world of marketing and advertising, there should be goals and values set up.
These goals will help us in measuring the effectiveness of ads performance and return of advertising spend (ROAS) and return of investment (ROI).
We can’t further stress the importance of conversion setting and creation. Although some performance is not measured based on conversion and goals. They are still key indicators to help achieve your desired performance. Other measurements such as clicks, impression, click-thru rate (CTR), quality scores and position are important in the advertising world.
If you are not confident with an agency setting up conversions and goals for you. You can perform a simple conversion set up with the attached video below.
Even Adwords shows you exactly how you can measure Adwords results with conversion tracking.
PPC Offence 3: Not working on your accounts
There are a lot of variables and tweaks needed in Adwords. Thousand and one variable that affects the performance of ads and position. The cost per dollar plays a part in ads position and quality too.
Agency should make changes to your account to better optimize for further improvement. Ideally at least once a week. These changes are not immediate and it takes time to further review and justify the effectiveness of such change.
If an agency is not making any changes for months and months, you should re-consider switching to another vendor. There’s no reason to be paying them to manage your Adwords or any advertisement accounts.
PPC Offence 4: They are not certified by Adwords, no certifications
You do not need to be a certified Adwords manager but your agency should at least hold a decent Adwords certification. Be it individual or partnership levels, these show a level of expertise in their work rendered to you.
This does not prove an agency is great, nor does it guarantee best results, but it does have indicators that these are the people who know what they are performing or executing in your Adwords account.
PPC Offence 5: No insights, no recommendations and no detail updates
A good agency should always keep you in the loop of changes and recommendations. After all, the ads and keywords used or mentioned are based on your intended target audience. Thus, you should benefit from advertising on such terms and keywords.
An agency should provide you with insights and keep in touch with your latest offerings and strategy. Keep in line with your ongoing marketing plan to effectively execute different marketing strategies.
With an updated and strong communication, it will bring Adwords and advertising to a new height. As both parties are well aware of the situation and industry they are working on. The key indicators and records or insights to better achieve great advertising results.
Adssential Marketing, leading SEM/PPC Agency