Looking to Hire a PPC Agency? Avoid These Pitfalls for Campaign Success

. . . . . . . . . . . .

02-09-2024

If you’re looking to hire a PPC agency there are some important pitfalls to watch out for and avoid in your partnership. This article is designed to help you navigate these challenges based on our insights and experiences.

At Oxygen, we recently welcomed two new clients to manage their Pay-Per-Click (PPC) online advertising campaigns. However, we encountered a significant issue: their previous agencies had managed the campaigns using the agency’s Google Manager Account. This approach left our clients without access to their own campaign data and ads, a practice we believe is not only inefficient but detrimental to the clients’ long-term marketing strategies.

Why Manager Accounts can be problematic

Loss of campaign data

When an agency uses its own Google Manager Account to run PPC campaigns, the client loses ownership of vital campaign data. This data includes historical performance metrics, keyword insights, and ad copy effectiveness. Without access to this information, the new agency (us, in this case) has to start from scratch. We can only rely on PDF reports and spreadsheets provided by the previous agency, which are often insufficient for creating highly optimised campaigns.

Lack of transparency

Using an agency’s Manager Account can create an environment of mistrust. Clients may feel left in the dark about where their money is going and how it’s being spent. Transparency is crucial for building a long-term, trusting relationship between a business and its marketing agency.

Difficulty in transition

Transitioning to a new agency should be a seamless process. However, when the previous agency holds all the campaign data, the transition becomes cumbersome. Without access to the original Google Ads account, the new agency cannot easily analyse past performance or build upon successful strategies. This gap can lead to a decline in campaign performance leading to wasted ad spend during the early stages of the new partnership.

Best practices for PPC campaign management

Use client-owned accounts

We firmly believe that PPC campaigns should be run on accounts owned by the client. This ensures that all data and assets remain with the client. Providing full transparency and ease of transition if the client decides to switch agencies in the future.

Provide full access and reports

Agencies should provide clients with full access to their PPC accounts, along with regular, detailed reports that clearly explain performance and strategies. This transparency ensures clients are always informed about how their budget is being utilised, building trust in the process.

Ensure seamless transition

For a smooth transition between agencies, it is essential that all campaign data is easily accessible. This includes detailed records of past performance, keyword strategies, ad copy, and bidding strategies. With this data, the new agency can quickly understand what has been done and build on previous successes without starting from scratch.

Conclusion

While using an agency’s Google Manager Account to handle PPC campaigns might seem convenient, it can put the client at a disadvantage. At Oxygen we prioritise transparency and client ownership of campaign data. By using client-owned accounts, we ensure that our clients maintain full control and access to their marketing efforts. This enables more effective and trustworthy partnerships.

Ultimately, we hope that by following these best practices, business owners can ensure they’re getting the most out of their PPC campaigns and agency relationship, while maintaining control over their valuable data.

Need some help with your PPC management?

Are you looking to hire a PPC agency that values your ownership and offers transparent, efficient management? Get in touch, and let’s work together to drive your business forward.

Give us a call 01884 255999, book a discovery call or email enquiries@oxygenagency.co.uk to get the conversation rolling.