Working with an Ad agency that manages your pay per click campaigns can be a lot of things. It can be exhilarating. It can be exhausting. It can be stressful and rewarding. One thing is for sure, it is a big bag of mixed emotions.
If you don’t know much about AdWords or PPC or CPC it can be extremely nerve racking, especially if you are not seeing results. On the other hand, if your phones are ringing off the hook, your inboxes are filling up and you have so many leads you don’t know what to do with yourself, you are singing their praises every chance you get and rightfully so.
Regardless of which side you are on, it is one emotional roller coaster. The lack of knowledge will only add to the emotions. There is a lot you should know before getting into a relationship with an agency, however we are only going to touch on one in this post. It’s the most important rule you should know.
Rule Number One
The golden rule for every company, business, organization and agency to follow is this: Let the client own their AdWords account. There is absolutely no reason an agency should start an AdWords account for a business. The agency, if they know that they are doing, should have a MCC (My Client Center) account. You will grant the agency access to their account. There are many benefits to this structure.
The biggest perk is that you can keep all the work if or when the relationship ends. There is no reason you should pay the agency thousands of dollars without keeping the work. I can’t tell you how many times I hear from people in our trainings that they have to start over because the agency owned the account. That is ludicrous.
Another benefit is you should be able see what the agency is doing at your leisure. The agency should be transparent at all times. If you, the client, have no idea how or what AdWords does, it won’t make a difference. That’s why having knowledge is power. Training can help save you money, time, and a few headaches.
Do you have access to your client or does your agency control your account?
If you want to gain knowledge on AdWords to better understand what your agency is doing, attend one of our training sessions.