Not getting the most out of your Google Ads campaigns? If you’ve been working with the same PPC agency for some time, it might be time for a change. New PPC experts with fresh eyes can help you see better results.
Let the experts do their job so you can do yours.
But before making that decision, let’s explore some common reasons why people switch PPC agencies and what you should consider:
Why Do People Change PPC Agencies?
Mistakes are like snowballs. The longer you ignore them, the bigger they get.
There are many reasons to hire a new PPC agency. Maybe you’re running PPC as a new channel for the first time, your in-house team is struggling, or your current agency isn’t meeting your expectations.
Whatever the reason, it’s crucial to make sure you’re getting the most out of your advertising budget.
Underperformance
If your advertising campaigns are not performing as expected, maybe it is time to consider a new partner. A reputable partner will help you to ensure that your campaigns are driving conversions tailored to your specific goals and budget.
5 common KPIs tracked by PPC advertisers:
- Return on Ad Spend (ROAS)
- Profit on Ad Spend (POAS)
- Cost Per Acquisition (CPA)
- Cost Per Lead (CPL)
- Customer Acquisition Cost (CAC)
Lack of Transparency
Transparency is essential for building trust and a successful partnership.
If an agency is not providing clear, comprehensive reporting or fails to explain their strategic decisions, it can be a red flag. A good agency will be open and honest with you about their work. They will clearly tell you what they’re doing, why they’re doing it, and how it’s helping you achieve your goals.
There are many ways an agency can be transparent with their clients. Here are a few examples:
- Provide clear and comprehensive reporting
- Explain strategic decisions
- Be open to feedback
- Be timely
Poor Communication
Good communication is essential for any successful relationship, and this is especially true when it comes to working with an agency.
If your agency is not responsive or fails to provide strategic insights, it might indicate a lack of commitment. Delayed communication can lead to a missed deadline. Marketing professionals need timely and accurate information to make decisions and keep their superiors informed of progress.
There are many ways an agency can communicate well. Here are a few examples:
- Sets clear expectations
- Is responsive
- Is open to feedback
- Is proactive
Staying Abreast of Latest Industry Updates
The world of digital advertising is constantly evolving, with new technologies, platforms, and strategies. Performance Max campaigns have changed the way we look at the world of Google Ads. Agencies need to be flexible and adaptable in order to meet the changing requirements.
Here are just some of the latest changes and practice updates:
- PMAX Updates
- Demand Generation Campaigns
- New Google Ads User Interface (GUI)
- Responsive Search Ads
- Broad Match vs Phrase Match
- Expanded Text Ads Phased Out
Full-Service or Specialist Teams
There are two common approaches to work with agencies: full-service and specialist.
A full-service agency offers a wide range of marketing services, such as SEO, PPC, social media, and content marketing. This can be a good option if you’re looking for a one-stop shop for all of your marketing needs.
+ Save time on meetings
+ Better coordination between channel teams
+ Cross-channel learnings
However, the knowledge built in their channel teams may not be as strong as a specialist agency
A specialist agency is an expert in a particular area of marketing, such as PPC or paid social. If you’re looking for deep expertise in a specific area, this can be a good option. But it’s important to find an agency that has a proven track record of success.
- More expertise
- Cost-effective
- Better focus
However, a potential drawback is potentially a lack of cross-channel collaboration of a depth of omnichannel knowledge.
The best approach for you will depend on your specific requirements.
If you’re not sure which approach is right for you, it’s a good idea to talk to a few different agencies to get a feel of their experience and their values. During these discovery sessions, you should also be clear about your goals and expectations so that the agency can develop a plan that meets your needs.
Great results but what next?
If you are seeing great results with your current PPC campaigns and have a large ad budget, you should consider bringing in a PPC agency with experience in managing large budgets.
For instance, your PPC agency is used to managing £10,000 monthly ad spend budgets for small businesses: their approach and resources may not be as effective when it comes to managing large accounts. If you start spending £1M+ per month, they are likely to be unable resource effectively and unable to manage to deliver the results to continue the trajectory.
In fact, many businesses quickly outgrow their freelancers or small agencies. It is essential to pick an agency that can handle resources for the account as it grows.
Considerations When Switching PPC Agencies
Once you’ve identified the reasons you might want to change, consider the following:
Open to New Approaches & Practices
The best PPC agencies are future-proof. They are constantly adapting to new changes in the industry and in consumer behaviour. They have the technical skills and expertise to handle the increasingly complex landscape of PPC.
Here are some specific things to look for when evaluating a PPC agency’s future adaptability:
- Do they have a strong understanding of AI, ML and latest trends in PPC?
- Are they willing to invest in training and development for their staff?
- Do they have a team of experienced and qualified PPC professionals?
- Do they have a proven track record of success?
Proven Track Record
When choosing a PPC agency, it is important to find one that can deliver a positive ROI. This means that the agency should have case studies of improved client campaign performance.
Case studies help you evaluate how they will be able to help you increase sales, leads, or change to drive growth from your campaigns at a cost that is lower than the value of the results you achieve.
Here are some tips for choosing a PPC agency that has relevant case studies:
- Ask about their track record: Do they have case studies or testimonials you can review?
- Make sure they understand your goals: How would they develop a strategy tailored to help you achieve your specific PPC goals?
- Be clear about your budget: How much are you willing to spend on PPC?
- Evaluate their responsiveness to your concerns: Are they willing to go the extra mile to help you succeed?
Transparency and Communication
Transparency and communication are essential for a successful PPC partnership. Ask right in the beginning whether they use Slack, Microsoft Teams or are open to working with other project management tools. The agency should provide you with regular reports that are clear, concise, and easy to understand.
The agency should also be open and transparent with you about their strategies and tactics. They should be willing to answer your questions and explain their decisions. This will help you to understand how your campaigns are performing and make informed decisions about your budget and strategy.
Some specific things to look for in an agency that is transparent:
- They provide regular reports that are clear, concise, and easy to understand.
- They are open and transparent with you about their strategies and tactics.
- They are willing to answer your questions and queries.
- They use the right tools and technology to track your campaigns effectively.
High Touch Approach
Your marketing goals are bespoke to your company. The PPC agency should be aware and align your strategy to your goals and your audience.
Instead of using a one-size-fits-all approach, they should be willing to work with you to make changes to the campaign as needed. By creating personalised campaigns, they can help you to achieve your business goals more effectively.
How to find an agency that offers tailored campaigns:
- They take the time to understand your business.
- They ask you questions about your products or services, your target audience, and your goals.
- They develop a campaign strategy that is specific to your needs.
- They are willing to make changes to the campaign as your business is constantly evolving.
- They keep you updated on the progress of your campaigns and explain their decisions.
Changing your PPC agency is a significant decision, but remember, the right partner will add measurable value to your business.
At 360 OM, we specialise in taking established PPC campaigns to the next level. Our team stays on top of industry trends, uses data-informed optimizations to maximise your ROI, and provides full transparency through regular, comprehensive reports.
Ready to explore what your PPC strategy can truly accomplish? Reach out to us today, and let’s unleash the full potential of your brand.
