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Why Your PPC Company May Push Again on Your Requests


It’s not unusual for shoppers to strategy their PPC businesses with particular requests.

Possibly you’ve heard about some technique you’d prefer to strive.

Otherwise you’ve learn {that a} sure type of strategy is dangerous or {that a} certain metric must be greater or decrease than X.

Your PPC company ought to welcome your enter.

However that doesn’t imply they’ll routinely implement your request.

As a result of though you’re the consumer, they’re the PPC execs.

You’re paying them for his or her experience.

And which means it’s their job to query (and generally push again on) requests that don’t make sense or run counter to your targets – even when these requests sound logical on the floor.

As a PPC company, we generally get particular strategy-related requests from our shoppers, too.

And whereas we’re all the time glad to hear, we don’t routinely settle for these requests.

So let me share just a few examples of how we dealt with a few of them.


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You’ll come away with a greater thought of what to anticipate from your individual PPC company.

Request 1: Pause All Model Campaigns in Non-U.S. Areas

Considered one of our shoppers requested us to pause all its brand campaigns in non-U.S. areas.

Their income wasn’t sturdy exterior of the U.S., they usually had little competitors there, they argued.

So why not again off on promoting and depend on natural search to take over?

This request got here immediately from the CMO, so we complied instantly.

However on the similar time, we did some analysis.

Throughout our subsequent name with the administration crew, we shared reporting to place their non-U.S. model marketing campaign spending in perspective.

Right here’s what we discovered:

Why Your PPC Agency Might Push Back on Your Requests

As you may see, this firm spent about $400 on non-U.S. model campaigns (Canada, UK, and Worldwide) from January to October, whereas incomes about $29,000 in income from these areas throughout the identical time frame.


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Why jeopardize factor to avoid wasting a mere $400?

What if natural doesn’t kick in the way in which they anticipate?

Why danger not being on the prime of SERPs?

In addition to, $400 was a drop within the bucket for this firm, contemplating that their month-to-month PPC finances is round $60,000.

We suggested this consumer that it was higher to keep these brand campaigns live.

Request 2: Decrease Price Per Clicks (CPC)

On this case, our consumer noticed his CPCs going up, and he needed to drive them again down.

He felt he wasn’t getting as a lot bang for his buck as he had earlier than.

On the floor, this request is sensible.

However on the similar time, CPC isn’t a metric we prefer to concentrate on significantly.

CPCs can go up for every kind of causes. They are usually an indicator of one thing else that’s happening with an account.

Alone, they don’t inform you a lot.

So the larger query was why CPCs have been going up within the first place.

Possibly Google had merely raised its pricing, which occurs on occasion.

Or possibly a rise in competitors was driving up CPCs. However we noticed no proof of that.

Decrease Quality Scores could cause a rise in CPCs, however that wasn’t the case right here.

So what was it?

The reply lay within the consumer’s personal Google Adverts account.

From October to December of 2019, this consumer had severely reduce his finances – decreasing it to nearly nothing for a brief interval.

Once we relaunched with a smaller finances in January 2020, his CPCs began to creep up and that upward pattern continued.

You possibly can see the pattern within the following graph:

Why Your PPC Agency Might Push Back on Your Requests

The blue line is finances. The inexperienced line is CPC.


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Previous to the near-complete account shutdown, CPCs have been holding comparatively regular.

Nonetheless, after the shutdown, CPCs got here again with a vengeance – reaching new heights and persevering with to pattern upward and outpacing finances for essentially the most half.

The pandemic might need performed into this state of affairs. However nonetheless, this isn’t the primary time we’ve seen CPCs pattern greater in response to campaigns being turned on and off.

We have now one other consumer that likes to pause their campaigns for just a few months on occasion (in opposition to our recommendation).

Each time we relaunch, CPCs are greater and click on quantity is sluggish.

It’s an actual battle, and it solely will get worse each time we do it.

So what was our recommendation to this consumer in mild of our expertise with different shoppers?

Quite than concentrate on CPC, let’s concentrate on distributing their finances evenly over the course of the 12 months.

As a result of if they need decrease CPCs, stopping and beginning campaigns is a part of the issue.


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Request 3: Random Odd Requests

Typically shoppers come to us with unusual, off-the-wall requests.

Getting the odd random request isn’t uncommon.

However once they are available in a cluster, it’s often a sign that the consumer is having the account audited.

Having different businesses audit our consumer accounts is nothing new, particularly if we’ve managed the account for a number of years.

Audits are widespread apply in our trade, and we take no offense. It’s a part of good due diligence, and we respect that.

Usually, our shoppers are clear concerning the course of and share audit findings with us, which we admire.

However some shoppers aren’t as clear.

So after we get a bunch of bizarre requests (particularly when accompanied by somebody new accessing the shoppers’ Google Adverts account), we often know what’s up.

This occurred with certainly one of our shoppers not too long ago.

First, they requested us to “take a look at 4 or 5 touchdown pages” out of the blue.

However this account is principally mobile-only advertisements, so touchdown pages don’t actually apply.


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Then they requested us to “enhance the High quality Rating.”

However once more, High quality Rating is the incorrect metric to concentrate on right here.

Whereas their High quality Rating may stand a bump, we didn’t see any apparent updates that would transfer the dial considerably.

Key phrase and advert relevance have been each stable.

Extra bizarre requests streamed in. And all of them associated to issues you may see within the Google Adverts account.

Zero consideration was paid to post-click actions, which is the place this account has essentially the most alternatives for optimization.

So how did we deal with these requests?

We politely responded to every request, explaining our response to every one, whereas additionally making an attempt to softly open the door to higher transparency and communication.

On the similar time, this flurry of oddball requests occurred to coincide with the rollout of Google’s new call recording functionality, which was an ideal match for this consumer.

We labored with the consumer to place name recording in place and shortly discovered glorious alternatives to tighten advert scheduling.


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We additionally used it to establish hang-ups and measure maintain instances and share that data with the consumer. The consumer then used it to enhance their processes.

The consumer beloved this post-click optimization.

And it helped us put off-the-wall questions on landing pages and High quality Scores to mattress.

Take into account Your Requests a Beginning Level

These examples aren’t supposed to discourage you from bringing concepts, requests, and inquiries to your PPC company.

As a result of whereas your company won’t instantly settle for and implement your ideas, that doesn’t imply they’re not priceless.

As a substitute, they’re a wonderful gateway to deeper conversations about your account.

They’re a priceless means to uncover new or altering goals, drive transparency, and additional your PPC partnership.

So maintain these requests coming!

Extra Sources:

Picture Credit


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Characteristic Picture: Dreamstime.com
All screenshots taken by writer, October 2020