If you manage a PPC agency, you will know that it is not unusual for clients to appeal to an external auditor to review their PPC accounts.
Sometimes your client will let you know in advance; Sometimes you will discover when you see an account access request.
And sometimes you will only find out after the fact, when the final report will be sent to you for discussion!
I fully understand why some customers like to have an external audit of their PPC accounts. For some companies, this is simply part of their due diligence. For others, a frame will come up with the idea and push it through. And for some, it's impossible to resist the lure of a "free" check.
I can also understand why customers might be reluctant to inform their PPC agency of their decision. They may feel embarrassed or uncomfortable with the situation. Or they may feel ambivalent about the audit itself.
In some cases, the client may not trust the agency not to do some quick "fixes" in anticipation of the audit. (Although I must say, if you do not trust your agency enough to let them know in advance the verification, you certainly should not trust them to start your campaigns!)
But whatever the situation, external audits are something that PPC agencies have to wait. But what does it do to pass one? And how could the process be improved?
[Read the full article on Search Engine Land.]
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