3 Signs Your PPC Firm Doesn’t Know What They’re DoingThis week, our guest post is written by Sean Burrows. As a PPC team lead at 180fusion, he has over 6 years of experience managing and creating successful campaigns for many different clients and industries.
Working in an online marketing agency has provided me with some pretty deep insights on past experiences business owners have had with other marketing agencies.
Over the years, I’ve spoken to hundreds of different clients. Both who are satisfied with their current marketing agency and also ones who think they’ve been robbed blind. What I’ve found is that there are some common themes from the complaints that I usually hear from some of the most dissatisfied customers.
1. Lack of Communication & Transparency
This is definitely the winner in terms of what dissatisfied customers rant about, and I don’t blame them.
If your marketing agency isn’t on the ball with communication and transparency with the work you’ve been paying good money for, then it’s probable that they’re hiding something from you. This is a clear red-flag that they don’t know what they’re doing.
No company goes silent or covers up the positive results they’ve been able to provide for you.
However, when things aren’t going well, the last thing anyone wants to do is get on the phone and have that discussion for fear that you’ll fire them. It’s a very uncomfortable conversation to have, but the best companies will own up to it, tell you ahead of time, and remain proactive until your hitting your marketing goals and beyond. Your success is their success.
It’s not realistic to expect an instant ROI in a long-term investment strategy such as online marketing. It can easily take 6-12 months to get to that point. The most successful client/agency partnerships happen when both are acting as a team. They strategize and work together until you’re getting what you want out of your investment so you can scale up.
2. No Clear Direction, Strategy or Goals
If your marketing agency isn’t providing you with high level strategies and action items to help make the most out of your marketing budget, then it’s likely they don’t know any.
You should be well informed of the direction and strategy they plan on taking with your account. If something isn’t working, then have that discussion and re- strategize on something new until you find what works.
If this process isn’t happening, then it’s likely your PPC firm doesn’t know what they’re doing. They should be providing you with:
– Landing Page Optimization Tips
– Tracking and Analytic Codes w/ Installation
– Detailed Research into Your Competitors
– Clear, Realistic Goals and How They Will Achieve Them
– Weekly & Monthly Performance Reports
If despite your best efforts are not getting this out of your PPC firm, then consider firing them and finding one who will. Your money depends on it.
3. Immediate Account Performance Drop
This unfortunately happens more than it should. I’ve lost count how many times that a client has hired a PPC firm with an existing account and immediately once they take over, the phone stops ringing and business disappears.
No PPC Manager who knows what they’re doing would allow this to happen.
The reason for this is mainly inexperience. Someone who is new at managing accounts and doesn’t yet know what they’re doing, will easily tank an account by doing the infamous “Restructure” you probably paid good money for.
The fee is definitely justified because overhauling an account and getting everything setup is a very time consuming process. The problem is if the person restructuring your account isn’t extremely careful with your existing content, you could easily see a drop in business overnight.
They aren’t doing it on purpose of course; they likely just don’t know what they’re doing yet and their ambitions got the best of them.
This is only a few of the red flags to look out for that I’ve come across, but there are many more. It’s up to the business owners to do their own due diligence and make sure they’re not getting taken advantage of.
Most companies have your best interest at heart, but that doesn’t mean they can execute at a high level. Do your research and learn everything you can before signing that agreement. It’s your money on the line.
If you’ve had any experiences of your own, please share in the comments below.