Pay Per Click advertising is a critical component of many businesses’ marketing strategies. It’s an effective way to attract potential customers to your website, increase brand awareness, and ultimately drive sales.
However, managing a successful PPC campaign requires expertise and attention to detail. That’s where PPC agencies come in. They specialise in creating and managing PPC campaigns on behalf of their clients.
But what happens when your PPC agency isn’t delivering?
In this blog post, we’ll explore the top five signs that your PPC agency isn’t delivering. From poor communication and lack of transparency to lack of optimisation and inconsistent results, we’ll cover everything you need to know to identify when it’s time to part ways with your PPC agency.
We’ll also offer some tips on what to look for when searching for a new agency and how to ensure that your next PPC campaign is a success.
So, if you’re not seeing the results you expected from your PPC campaign, keep reading to find out if your agency is to blame.
Lack of Transparency
A lack of transparency is one of the most common signs that your PPC agency is not delivering. Your agency should be providing you with regular reports that clearly outline the performance of your campaigns.
This should include details on click-through rates, conversion rates, cost-per-click, and other key performance indicators. Understanding the return on your investment and how this can be utilised for improvements and growth is vital to growing your business. If your agency is not providing this information or if the reports are confusing or difficult to understand, it could be a sign that they are not delivering the results you need.
Without clear and concise reporting, it’s impossible to measure the success of your campaigns and make data-driven decisions on how to optimise them.
As such, it’s important to have a frank conversation with your agency about the level of transparency you require.
Effective communication is key to the success of any business relationship, and the relationship between a PPC agency and their client is no exception. If your agency is not keeping you updated on the progress of your campaigns, or if they are not responding to your enquiries in a timely manner, it could be a sign that they are not delivering the results you expect.
Communication is crucial in ensuring that your campaigns are optimised, and that any issues or concerns are addressed promptly. If your agency is failing to communicate effectively, it can lead to frustration and a breakdown in the relationship.
It’s important to set clear expectations for communication from the outset, and if your agency is unable to meet those expectations, it may be time to look for a new PPC agency.
High Cost Per Click and Low Click-Through Rates
A high CPC means you are paying more for each click than necessary, which can quickly eat into your advertising budget. There are many variables to this to think about, does your account have a low keyword quality score?, are CPC increases due to competitors or increases within the platform you’re using such as Google? It’s not always clear cut.
One reason for this could be due to an inadequate campaign structure which is contributing to a low keyword quality score for your keywords. Google will rank your quality score on three key factors; ad relevance, expected CTR and landing page experience.
When all of the product category keywords are lumped into one ad group, it becomes difficult to match each keyword with a suitable ad and landing page. As a consequence your quality score may suffer.
Similarly, a low CTR indicates that your ads are not resonating with your target audience, which can result in a lower return on investment.
Both of these issues can be a result of poor keyword selection or ineffective targeting strategies. It’s crucial that your agency has a deep understanding of your business and your target audience to create effective campaigns.
If you’re seeing high CPCs and low CTRs, it’s important to work with your agency to identify the root cause and make the necessary changes to optimise your campaigns.
Lack of Campaign Optimisation
Optimising PPC campaigns is a continuous process that requires ongoing monitoring and analysis of performance data. If your PPC agency is not regularly optimising your campaigns or making adjustments based on data and analytics, it could be a sign that they are not putting in the effort to deliver the best possible results.
Campaign optimisation involves a range of activities, including keyword research, ad copy testing, bid adjustments, and audience targeting refinements. Without regular optimisation, your campaigns may become stagnant, resulting in a decrease in performance over time.
It’s important to work with an agency that takes a proactive approach to optimisation and regularly reviews and refines your campaigns to ensure they are delivering maximum ROI.
Consistency is crucial when it comes to PPC advertising. If your agency is not consistently delivering positive results over time, it could be an indication that they are not using effective strategies to achieve your goals or that they are not adapting to changes in the market.
A lack of consistent results can be frustrating, as it makes it difficult to predict the success of your campaigns and plan accordingly. Your agency should have a deep understanding of your business and industry, and be able to adjust your campaigns to align with changing market conditions or consumer behaviours.
Working with an agency that is committed to delivering consistent results can help ensure long-term success and growth for your business.
Again there could be lots of variables month on month, such as market & industry searches are down, spend shifts due to seasonality of products or services, it’s important that your agency shows the growth year on year, not just month on month.
Is your agency experimenting with its budget or taking advantage of new opportunities as they arise? Conducting campaign experiments can assist in determining the most effective bidding strategy to achieve your goals. Implementing a bidding strategy experiment could yield valuable insights for expanding your business.
Picking the right PPC agency can have a significant impact on the success of your advertising campaigns. To find the best PPC agency for your business, start by assessing your goals and budget, and then look for qualified agencies with good experience.
Evaluate their experience, skills, and certifications, and ask for case studies or references to see their track record of success.
Additionally, consider their communication style and the level of transparency they offer in reporting and analytics.
Finally, make sure the agency has a clear understanding of your target audience and business objectives, and that they have a collaborative approach to working with clients.
By following these steps, you can find a PPC agency that is the right fit for your business and can help you achieve your goals.
If you’re experiencing any of the signs that your PPC agency isn’t delivering, it’s time to consider finding a new partner that can help you achieve your goals.
At Colewood Digital, we specialise in PPC and paid services, and we’re committed to delivering results for our clients. If you’re interested in learning more about our services and how we can help you optimise your PPC campaigns, don’t hesitate to get in touch with us.
Contact us today to schedule a consultation and take the first step towards maximising your advertising ROI.