The 5 Secrets PPC Agencies Don’t Want You To Know

Nearly three-fourths of companies that outsource their pay-per-click search marketing to agencies are dissatisfied with their results, and only 21 percent are completely satisfied, according to a Jupiter Research published late last year. What causes this dissatisfaction, especially for B2B marketers? There are five factors at work: • Most agencies specialize in consumer search marketing and their services are inappropriate for your unique needs as a B2B company. • The agency business model skews in favor of the largest spenders and under-serves the majority of B2B advertisers. • Agencies will never understand your customers and your business as well as you, especially B2B firms that sell more complicated products and services. • The need to coordinate with outsiders implies latency and information loss, meaning you lose the flexibility and agility to react quickly. • Outsourcing means losing control over a critical portion of your demand generation strategy to outsiders who...