How to ensure your external PPC account audit isn’t a waste of time
Everyone loves a free PPC audit, but columnist Pauline Jakober warns that your auditing agency needs to understand your business goals and context in order to provide you with valuable insights.
If you run a PPC agency, you’ll know it’s not that unusual for clients to occasionally bring in an outside auditor to review their PPC accounts.
Sometimes, your client will let you know in advance; sometimes, you’ll find out when you see a request to access the account.
And sometimes, you won’t find out until after the fact, when the final report is forwarded to you for discussion!
I completely understand why some clients like to have an outside audit of their PPC accounts. For some companies, it’s simply part of their due diligence. For others, an executive will come up with the idea and push it through. And for some, it’s impossible to resist the allure of a “free” audit.
I can also understand why clients might hesitate to inform their PPC agency of their decision. They might feel embarrassed or uncomfortable about the situation. Or they may feel ambivalent about the audit itself.
In some cases, it may be that the client doesn’t trust the agency not to do some quick “fixes” in anticipation of the audit. (Although I have to say, if you don’t trust your agency enough to let them know of the audit in advance, you definitely shouldn’t trust them to run your campaigns!)
But whatever the situation, external audits are something that PPC agencies have to expect. But what’s it like to go through one? And how could the process be improved?
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