Tuesday, July 17, 2012

Is your PPC agency working hard enough?

I've worked with paid search campaigns long enough now to have more than just a basic idea of how the main bid systems work. I've also learnt that there's numerous ways to waste money on PPC campaigns, when just a few changes can yield much better results.... Meaning your online marketing budget can go further. Much further!

This issue can sometimes be amplified when you use a digital agency to run your paid search campaigns. Especially when said agency gets paid a percentage of the budget for setting up and managing these campaigns.

For example, why wouldn't an agency bid on higher priced terms and use up the budget quicker? (Compared to structuring the account around a lot more mid to long tail terms).

There's also no point in the agency advising you when your search campaigns are yielding a low quality score. Why would they? An improved QS merely means there is more work to be done for the same amount of commission.

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