• http://www.cpcsearch.com Terry Whalen

    I think the most important of your points is whether the agency can “move the needle” for the client. We’ve found that one good way to start to determine this is to offer an upfront ‘no strings’ PPC account audit. As we discuss our findings in the account audit with our potential client, I think we also make progress in terms of figuring out if this has the potential to be a solid agency-client working relationship.
    –Terry

  • http://www.brickmarketing.com nickstamoulis

    Your targets are 100% correct! I think the most powerful and true item that I have always dealt with, when managing PPC clients is #4 and #5 on your list. It always amazes me when a client hires us and then questions everything that we recommend…its like hiring a lawyer to help you win a case and then not letting them do their job…

  • http://www.rimmkaufman.com George Michie

    Great post, Mona.

    Expectation management is so important to maintaining relationships. We’ve turned away prospects whose goals were too divorced from reality. We also tend to avoid relationships where our analysts are just going to be “a pair of hands” carrying out the client’s directives.

    We’ve found the more our clients understand about PPC the better the relationship; precisely because they get what we’re doing for them and they understands the limitations of the channel. We like the “know it alls” who actually do. The ones who think they know it all and don’t are to be avoided at all costs.