When you hire a pay-per-click management firm, we believe you have some specific rights as a client:
- You have the right to understand the managed account structure and layout, keyword strategy, etc.
- You have a right to access the account at any time to review data.
- You have a right to manage access to your account, meaning that you can block your management company from your account as you see fit.
- You have a right to work on a month-to-month contract.
While there is room for debate on item #2 (access isn’t always granted; account managers don’t want you to accidentally mess something up) and item #4 (some firms don’t want to work on a monthly basis), there should never, ever, ever be debate on items #1 and #3.
First of all, you’re entitled to understand a firm’s account management strategy. Some firms believe strategies are proprietary, but I think that’s bogus. There are numerous free resources that layout successful PPC strategy…it’s not a secret.
Second, you have a right to know what ads and keywords are being shown on all your accounts. This is for your protection – your ultimately responsible for what your account manager does in your name.
Three, one of the most valuable assets you have in an AdWords account is your click history. Every ad that’s ever been tried, every keyword, etc. It’s hugely valuable in aggregate, as it guides your ongoing optimization efforts. It’s also a big part of what Google uses to determine your quality score on new keywords. If you were to lose access to this data, you will need to “reinvent” the wheel by trying keywords and ads you may have already tested, calls to action, etc.
To sum up, you should own your data and your account. If a PPC manager isn’t willing to let you retain your data, find a new PPC manager.