You did it. You found few companies, did your due diligence and selected a company to handle your PPC efforts. Six months later, the honeymoon is over and you aren’t quite sure what the agency has done recently. Are they actually doing the work they sold you on. Well, here are some quick ways for you to find out if your account is getting the cold shoulder from your agency. Of course, this all depends if you have access to your account. If you don’t have access, well that’s another problem.
Review Your Change History Report
The quickest way to review your account is to jump into your change history report. Once you are in your change history report you are able to find a treasure trove of information. You have the option to sort by the date, the user, and the different change types. I recommend taking a look at the last couple months of activity.
How often is your agency optimizing bids and budgets?
Are they adding new keywords or pausing old keywords?
Are they adding and testing new ad copy?
If over a 2 month period the change history report is blank or barely active, then you should ask them why.
Review Your Ad Copy
Reviewing your ad copy is another excellent way of telling if your account is being neglected. Your ad copy is what entices searchers to click and go to your website. If they land on your website and don't find what they are lookin for or promised that could increase your bounce rate.
Things to look for:
Are they running ad copy with out of date promotions?
Are they running ad copy for car models you don’t have on your dealership lot?
Review Your Keywords
The keywords in your campaign are the lifeblood of the account. Bidding on keywords that are irrelvant to your business are waste of your money. Head to the keyword tab and pull a keyword report of all the active keywords.
Things to look for:
Are they bidding on keywords of car models that are not on your lot?
Are they bidding on keywords