11 Red Flags To Watch Out For When

Working With An Agency

Kayla Kurtz– Senior Digital Advisor at Hanapin Marketing– PPC Hero Blogger– Hero Conf Emcee– @one800kayla

Danny Friscia– Digital Advisor at Hanapin Marketing– PPC Hero Blogger– Hero Conf Emcee– @dannyfrisciaPPC

#thinkppc

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Red Flag #1 –

Lack of Transparency

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• No account access

• Optimizations completed in a proprietary or ‘black-box’ platform

• Bad news or performance goes unreported or gets glossed over in conversations

• No way to track project or task progress

Red Flag #2 –

Reactive Approach

Balance between

tackling issues as they arise

and being ready for them

before they come up.

Red Flag #3 –

Single Point of Contact

Best approach is a TEAM

structure.

#thinkppc

Red Flag #4 –

Fees Look Too Good To Be True

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Red Flag #5 –

Focus On Interface-Level (& Non-KPI)

Metrics

Red Flag #6 –

Offer More Than PPC Management

You don’t see a general

practitioner for a heart

problem – you go to a

cardiologist.#thinkpp

c

Red Flag #7 –

Poor Communication

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Red Flag #8 –

No Focus on Bottom Line Goals

Conversation should revolve more around

Cost Per (insert client’s bottom

line industry metric here)

rather than Cost Per Lead & Conversion

Volume.

Red Flag #9 –

The Agency Owns Your Account

If you’re paying the ad bill – YOU should own your account.

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Red Flag #10 –

No Utilization of Back-End Revenue or

Lead Data

No PPC story is complete without

knowledge of what’s

happening behind the

CRM curtain #thinkppc

Red Flag #11 –

No Expansion Opportunity Presentation

Expansion is key.

BONUS!Red Flag #12 –

Constantly Changing Account

Manager/Team

Sometimes change can be a good thing…but only with

proper cadence & need.

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If you see more than a couple of these red flags with your current agency

– it might be time to reevaluate.

IN-HOUSE PARTNERSHIPS

Providing your team with agency resources and though-leadership for less than one

full-time expert.

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