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 When I was in-house, I always felt a little too tied to a single PPC vendor, even when working closely together. I have *four* different prospects right now who are so disgruntled with the level of service they've received from big agencies and/or outlets that they have actually given us their credentials and asked, "What can you do differently"? All agree (as do we) that the campaigns are good to great, but the service is not. Have you worked with or hired two agencies for the same site? I can think of many issues that can go wrong, but some positives too. Obviously, even if we were to bid on and win all four, we are simply swapping ourselves into the hot seat of a demanding client. So the second question is, "Have you ever positioned your agency to take over the strategy and left the existing PPC or link builders in place?" | ||
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April 2009 If you're copnsidering multiple vendors why not go one step further and run a competitive affiliate program and allow affiliates to take on the risk of PPC search themselves. You won't have a great deal of control over the ads but you'll only pay for customers/leads rather than clicks.  Reply
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August 2009 The ideal situation you should always strive for is a single firm running all your PPC or having it in house. If you did start an affiliate program I would keep the PPC brand terms strict with no bidding on brand terms. Brand terms typically have low cpc's and high CTR so save on costs by not paying out commissions on high converting low cost terms.
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May 2009 The issue I believe, whether you be client-side or in agency is when outsourcing this body of work to consultants / specialist search agencies is ACCOUNTABILITY! As a former MD of a mid sized agency which used to turn over around $4m / yr, our search spend used to be around $900k each year...we used to have multiple agencies servicing us and our clients requirements and it was the full time job of 1.5 staff. The issue we always experienced when we did transition and conduct a handover of an account between providers/vendors is in accountability for what was and is being done. Completely up to you but would say depending on your spend that it might just be best to keep all your eggs in one basket with the vendor that is achieving best overall results and insist on more regular WIPs to foster a closely working relationship with the 1 vendor. Reply
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