5 Warning Signs Your PPC Agency Is Lacking
While most inbound marketing agencies are great at what they do, there can still be a few bad apples that tend to ruin the bunch. No matter how good your PPC agency is at increasing conversions and lowering cost per acquisition, it’s important to know whether or not you’re on the right path.
PPC advertising that works is a tremendous help to businesses. It’s also a highly specialized field of expertise, which is why many CEOs hire pay-per-click management firms to handle it. You want to know that your marketing funds are being put to good use, but measuring results isn’t always easy. Look for these five indicators that a pay-per-click company isn’t performing as well as it should.
Sign #1: The Agency’s Tactics Are Static.
PPC is a field that is always changing. Your agency’s strategies should change at the same rate. If they don’t, you’re missing out on new money and opportunities. Open a dialogue with your account manager to ensure that your agency’s strategies are growing as quickly as their field requires. Inquire about any patterns he or she is observing that are relevant to your company, and request their advice on new sales strategies. If their responses do not change over time, their techniques are likely to remain the same.
Sign #2: Increasing Ad Costs.
Similarly, growing ad expenses for the same commercials is a significant red flag that something is wrong with your agency. Advertisements should be reasonably priced, with some natural changes in cost from month to month. If your costs continue to rise over time or show significant rises without a corresponding gain in impressions, it’s likely that your QS is deteriorating.
It’s safe to infer that if the agency requests for budget increases without a valid reason or anything to show for it, there are other difficulties that haven’t been mentioned to you. Increases on a temporary or ad hoc basis are appropriate but get to the bottom of the problem before giving the agency more money.
Sign #3: Your Ppc Agency Does Not Have Any Suggestions For Growth Or Improvement.
The top PPC firms work tirelessly to guarantee that all accounts are “alive,” that the administration is dynamic, and that the accounts may be further improved. We wish to be a part of the client’s growth. If your agency does not provide ideas for scaling up campaigns or opening new channels, you are likely to be stranded as the competition grows: failure is a foregone conclusion.
Sign #4: They Employ Ineffective Or Blackhat Methods.
Not every PPC agency is trustworthy. To attain rankings, some agencies employ antiquated, incompetent, or even blackhat methods. At the very least, these habits will keep you from reaching the top. In the worst-case scenario, they’ll force Google to punish your website.
It’s doubtful that an agency will come out and say they’re utilizing blackhat tactics. False reporting methods, account denials, and a lack of transparency are all signals that something isn’t right “behind the curtain.” Engage your agency in a candid discussion about if their ultimate purpose is to help the user. It’s time to leave if the agency uses terms like “gaming,” “tricking,” or “masking.”
Sign #5: They Have A Small Amount Of Mobile Optimization
Because mobile devices account for a large portion of web searches, mobile compatibility should be a part of any PPC ad strategy.
Ads designed exclusively for mobile searches, mobile-optimized landing pages, and mobile ad extensions should all be in place. Not only will this make things easier for your mobile visitors, but it will also save you money because mobile ads are typically less expensive than desktop ads.
If your organization doesn’t appear concerned about the effects of mobile, it’s time to move on, just like the previous signals. They’re not only missing out on inexpensive advertising options, but they’re also making it more difficult for potential customers to interact with your business. It’s time to move on and locate a PPC firm that will prioritize these factors.
