Breaking Up (with your Agency) is Hard to do How to Do it as Painlessly as Possible

1. Breaking Up (with your Agency) is Hard to doHow to Do it as Painlessly as Possible Kate Morris Search Engine Marketing Manager RateGenius, Inc.

2. Bases to Cover • Checking your Contract • Google AdWords • Yahoo! Search Marketing • MSN AdCenter • Tips for Agencies

3. Checking Your Contract • What do you get to keep? • Ad Copy • Keywords • Trackers • Historical Data • Agency Contract Examples

4. Checking Your Contract • Questions to ask • Do they have a transfer process in place? • Have they have done this before? • Have clients left before and what happened with that account? • What happens in the future when you need something? • Reports • Old Ad Copy • Contact Info of the Account Managers • Google, Yahoo, MSN • Any other accounts you have, get the agency contact person for that company

5. Google AdWords • Paid Search loves Google • My Client Center

6. Google AdWords: The Steps • Steps to Remove Agency MCC • Login into your account (has to be your actual account) • Click on the My Account Tab • Click on the Access link right below the tabs

7. Google AdWords: The Steps • Find the section “Client Managers” • Click “Terminate Access”

8. Google AdWords: No MCC • If no MCC, either change your password, remove their login, or set them to reports only access. All done in this tab.

9. Yahoo! Search Marketing • Changes within the Yahoo System issue • Yahoo! Master Account • Adding standalone accounts is easy! • Cannot separate after attachment though … Note: Standalone alone accounts are those not attached to a master account.

10. Yahoo! Search Marketing • Option #1: Keep Account with Agency • Pros • Keep Historical Data • Keep Good Account History Standing • No transfer pains • Cons • Agency can have full access • Agency gets the credit for the business you do (perks) • Transferring to another agency is impossible

11. Yahoo! Search Marketing • Option #2: New Account • Pros • Option of joining with another agency later • Build up perks and trust within the system • Secured data • Transfer is easy to do with help from agency Yahoo Rep (they should have one, if not call customer service) • Cons • Lost access to historical data • Lost good account trust

12. Yahoo! Search Marketing • Hybrid Option • Yahoo! Access Levels • Steps • Have a new account set up that is an exact duplicate of your old one (YSM Account Manager can help) • Coordinate the campaign on/off switch. • Change the client login to the agency account to a reports only login. This allows them to pull reports at their need, without using the resources of the agency. • The old account is no longer active, but the reports are accessible. Downside: It is a new account you are creating, and that is kind of a downer since we all know that the advertising platforms prefer older, more established accounts. But it’s a small price to pay.

13. MSN AdCenter • Attached or not? • No: Change Login • Yes: Difficult! • Cannot un-attach accounts • Clients can have their own login to just their account but must be setup through AdCenter • No Reports only logins if separation occurs • MSN is working on a fix

14. MSN AdCenter • Solution – don’t let an agency start an AdCenter account for you unless it’s standalone

15. Tips for Agencies • For Yahoo and MSFT: Discuss the situation with your clients and allow them to choose if they want to join your master account. It needs to be their choice. • Selling points for you include the fact that your master account gets so many more perks than their lowly standalone account. • Ad Rep • Better Placements * • Lower Cost *

16. Tips for Agencies • For All Accounts: Meet with your rep on each publisher and ensure that a move is possible for all of your clients. Be proactive with a solution when the time comes. • Make a process and publish it so that when it comes time to part ways, your client knows what to do and any new employees do too.

17. Thank you!!!