Choosing a premium agency ultimately comes down to whether you’re willing to pay extra to mitigate some risk.
One thing many expert PPC agencies don’t want to admit is that Junior or mediocre PPC managers can achieve decent, even good, results with the right clients. If an ecommerce store is set up correctly, is conversion optimized and has a strong email marketing program – you need to be outright bad at PPC to not get decent results.
The difference between the experienced, best-in-class PPC managers and the regular Joes is in how much further accounts can be taken than what meets the eye. Where an average PPC manager can be meeting the targets that’s been set out, then that’s not always the performance level possible to achieve. You might be able to achieve a much higher level of performance if you have the right person on the job.
Missed Opportunities Often Go Unnoticed
“Small” mistakes can make big dents in accounts that go seemingly unnoticed.
Let me give you a couple of examples:
1) Shopping: The overall account was running great with all the bells and whistles that you’d expect. However, due to a lack of optimizing the data feed behind the Shopping campaign, we estimate that the client had lost ~$45,000 in monthly revenue for at least a year.
2) Christmas: During the previous Christmas season before we took over management of the client, the client had done very well. They had actually grown more than 20% in pure PPC revenue than from the year before. However, when analyzing the results in our Paid Search Analysis, we noticed two things:
- Through their Christmas season, they used a negative 75% bid adjustment on all mobile traffic
- They failed to activate more generic keywords that had historically performed well during the Christmas season
These two rather small oversights, we estimate had caused the client ~$30,000 in missed revenue over 30 days alone.
There are many more examples of small oversights, mistakes, blunders – whatever you want to call them – that can cause you to miss opportunities that you never knew existed.