2 agencies running PPC ads for the same client

[J Clark]

So, I have a scenario that I would like some feedback on.

I inherited an existing client at the firm I work at. They have been running their PPC campaign since Jan. 1 '07 so they are an 'established' client of ours.

Recently, I was doing a search online for some of the terms this client targets and noticed an ad that I did not write.

I contacted the AE that works with the client and low and behold found out that they had contracted another agency to run a 30 day trial PPC Campaign.

I'm all for the ability of a company to search for the best advertising model that fits their needs but at the same time I do not want to lose the client.

I guess my questions circles around what Google's policy is for allowing two separate companies to bid for the same company. I know affiliates are allowed to 'cheat' the system but...would an agency be considered an affiliate?

Obviously, there are other implications such as the client paying twice for the same search - ie. someone searches for the keyword clicks on the other agencies ad, comes back to the search and clicks on our ad.

Any suggestions..thoughts...recommendations to ensure we handle this situation appropriately?

[abbottsys]

I would tend to focus on the business aspects of this and don't rely on Google "policies" to help you out. This is fundamentally a business issue. It sounds like your client is shopping around, and clearly did not plan to let you know. Ask yourself why they might be unhappy with your agency, and focus on fixing that and delivering good results - especially during the next 30 days. Find the keywords this other agency is using, and write better performing ads

[J Clark]

don't rely on Google "policies" to help you out

I certainly agree!! What I'm worried about is if/when Google will realize two companies are bidding for the same client. If this is not allowed which do they decide to 'revoke' or decrease as far as impressions are concerned. We obviously need results to combat any reasoning for the client to leave. So, I guess that is where my question from the 'policies' standpoint is derived from.

We did luck out by obtaining the exact keywords and ad copy the other agency is utilizing so we are doing our best to write better performing ads, match up the keywords, expose the keywords that from a cost per click standpoint would blow away ROI (upwards of $10 - $12 per click) and we have a few other 'tricks' up our sleeve like a designated landing page with highly visible soft join (the other agency is sending their searchers to a horrendous page with no easy navigation to a conversion).

I appreciate your input, abbottsys! Would you have any additional suggestions or improvements on the above tactics?

Thanks!

[abbottsys]

Don't worry about google "finding out" for now - assuming both agencies are using the client's domain in the display and landing fields then google will only show one ad per SRP. Make sure it's yours.

My only other point would be my usual stress on conversions. Make sure you're using the adwords conversion tracking on your "thank you" page so you can quote the client #conversions and cost/conversion. At the end of the day these are the key parameters. Educate your client about that, then wow them with the numbers. You can probably blow the other agency away with good conversion data.