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Is Poor Customer Support Undermining Your PPC Success? [Pains Series Doc]

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1 ENTERPRISE PAID SEARCH PAINS: Is Poor Customer Support Undermining Your PPC Success? Is Poor Customer Support Undermining Your PPC Success? INTRODUCTION Using a platform to automate and optimize your PPC bidding can drive immense value when implemented well – many becoming indispensable parts of your SEM program. However, what happens when your program faces an issue? When your data looks incorrect? When your program performance starts declining out of nowhere? When you just get stuck? There is more to purchasing PPC bid management soware than just the technology. One common mistake is forgetting to vet the subject-matter expertise and support quality of your vendor until it's too late. Once inside this evaluative mindset, it deeply benefits the advertiser to invest in a partnership. It makes a difference at two levels: 1) urgent problem solving when issues arise, and 2) strategic planning and execution based on knowledge of your business and goals. With these advantages, advertisers find much more success running at-scale programs in SEM. SUPPORT PROBLEMS You may have heard – or even experienced – horror stories of fear and anger from delayed responsiveness and limited help from the support teams in the market. Paid Search is complex, it's directly tied to your bottom line, and it has business-specific nuances. To succeed at scale with a platform, you need a partner who knows the scope of your programs; who's been in and around your data; who is familiar with your business goals; and who syncs with you E N T E R P R I S E PA I D S E A R C H PA I N S regularly about status, updates, performance, and future plans. To move to the next level, you'll also want technical specialists in data analysis, data integrations, and campaign management to help troubleshoot performance and ensure your data makes sense. These benefits become a powerful advantage for your business. Losing thousands of dollars within several hours can happen if you don't have a customer support organization that is engaged and responsive. Imagine checking your dashboards in the morning to find an unacceptable performance drop, with no sign of turnaround. Bids were being adjusted and you can't tell why. Your vendor isn't responding to your calls and emails. Money is flying out the window. Without a Customer Success team standing with you as partners, the cost in lost opportunity can be immeasurable. PPC optimization is a technical game and you certainly want to select a technology leader in your 70% of the time when I reached out to [our previous vendor], we wouldn't even get a response and would have to follow up" – Search Advertister (Internet/Soware) "

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