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post cookie advertising

By OppGen

Navigating the Shift: Digital Marketing Strategies in a Post-Cookie World

The digital advertising and marketing landscape is changing—in a big way. As privacy concerns prompt the phasing out of third-party cookies, marketers face challenges and opportunities to maintain personalized experiences in a post-cookie advertising world. 

Today, we’ll dive into innovative strategies we as marketers can use to engage our target audiences effectively and ethically in a world without cookies.


  • The Importance of First-Party Data: How to get valuable insights by capitalizing on direct interactions with your audience.
  • The Power of Contextual Advertising: Techniques to align your ads with the content you’re serving. Enhance relevance without infringing on privacy.
  • Investing in Privacy-First Technologies: Tools and technologies that protect user privacy while making way for personalization and targeted advertising.
  • Adapting to Continuous Change: How to stay informed and adaptable in the face of evolving regulations and technological advancements.

Let’s dig deeper into these focal points, and look at some practical advice and solutions to help you thrive in the new post-cookie marketing era…


The Driving Force Behind Phasing Out Third-Party Cookie Advertising

The transition away from third-party cookies is driven by several factors:

  • Privacy Regulations: Laws like GDPR and CCPA have tightened rules on how we use personal data. This directly impacts how cookies are used for tracking users across the web and personalized advertising campaigns. These regulations mandate higher levels of transparency and user consent.
  • Browser Changes: Major browsers, including Google Chrome, Safari, and Firefox, have announced plans to phase out third-party cookies. The goal is to enhance user privacy by changing the digital marketing landscape.
  • Consumer Privacy Concerns: Consumers want more control over their personal information. People are increasingly aware of privacy issues in tech and are demanding higher standards for protecting their data.

These factors are pushing the advertising industry toward privacy-first approaches. For those reasons, marketers have to adapt to new strategies for targeting and personalization.


The Timeline

Google’s timeline to remove third-party cookies has shifted. 

  • January 2020: Google announced it would phase out third-party cookies in Chrome within two years
  • Early 2022: Google officially began depreciating third-party cookies 
  • October 2023: Google announced planned cookie deprecation for all users by the end of 2024
  • December 2023: Google began restricting third-party cookies for a small portion (1%) of Chrome users
  • April 2024: Google delayed the deprecation again, targeting early 2025


Understanding the Post-Cookie Environment

The seismic shift away from third-party cookies is a significant change that impacts how marketers collect and use data.

Here are key points and takeaways about navigating the post-cookie era of advertising and marketing:

  • Shift to First-Party Data: Marketers will have to rely more on first-party data directly collected from their own digital properties.
  • Increased Data Privacy Regulations: With global trends toward stricter privacy regulations, marketers have to adapt to new legal frameworks.
  • Development of New Technologies: Innovations like privacy sandboxes are emerging to fill the gap left by cookies. These solutions will provide new ways to track user behavior without compromising privacy.
  • Greater Emphasis on Transparency: Brands will have to be more transparent about data usage to build trust with consumers.
  • Need for Enhanced Data Management: Organizations will have to improve their data management capabilities to handle, analyze, and protect first-party data.
  • More Sophisticated Segmentation Strategies: Without third-party cookies, marketers and advertisers will need new sophisticated methods of segmenting audiences using machine learning. AI will become a necessity.
  • Collaborative Approaches: We may see an increase in collaborations between brands to share data in privacy-compliant ways.

These changes require marketers to innovate and rethink their strategies, around this new focus more on privacy and user consent. 

From our perspective, this change gives marketers and agencies an opportunity to engage with audiences in more meaningful ways, to continue to build trust. 

Here are 4 ways marketers can do that…


1. Use First-Party Data

As we move from third-party cookies to more privacy-friendly practices, high-quality first-party data collection will become a top priority. 

First-party data is information collected directly from your customers and audience through your own channels. This could be any data you or your organization takes in through: 

  • Google Ads
  • Google Analytics
  • Google Search Console
  • Other analytics platforms
  • A CRM
  • Your email management platform

Here are some ideas on how to collect and use it:

  • Direct Collection from Consumer Interactions: Use every touchpoint (e.g., website visits, mobile app usage, customer surveys) to get data directly from your audience.
  • Improved Personalization: Use the data collected to tailor experiences, offers, and content to individual user preferences and behaviors. An example of this could be using your top website pages by sessions, users, etc.to tailor and customize your content strategy, customer journey, or offering to your target audience’s interests.
  • Enhanced Customer Relationships: Build trust by transparently using first-party data to improve service and product offerings.
  • Data Integration and Analysis: Integrate various data sources to form a comprehensive view of your customer. Use analytics to uncover patterns and insights.
  • Privacy-Compliant Data Practices: Make sure your data collection and usage practices comply with privacy laws and regulations to reinforce consumer trust.
  • Segmentation and Targeting: Use sophisticated data analysis tools to segment audiences accurately and target them with personalized marketing campaigns.

Marketers can focus on these strategies and tools to maximize the value of first-party data and enhance customer experiences while sticking to these new privacy standards.


2. Embrace Contextual Advertising

Contextual targeting is a powerful alternative to cookie-based tracking––so you can align your ads with content a user is currently viewing. 

Here’s how you can do that: 

  • Content Relevance: Place ads directly related to the content of the webpage a user is browsing to boost ad engagement.
  • Advanced Content Analysis: Use algorithms to analyze web page content and to make sure your ads are relevant, without infringing on privacy.
  • Improved User Experience: By keeping ads relevant to the content, users will have a more seamless and less intrusive browsing session.
  • Use of AI and Machine Learning: Use these technologies to better predict which ads might be most relevant to the current content, improving accuracy over time.
  • Privacy Compliance: Contextual advertising doesn’t rely on personal data, so it naturally complies with stricter privacy regulations.

Adopting these practices can help marketers use contextual advertising to maintain relevance and engagement in a privacy-focused advertising ecosystem.


3. Invest in Privacy-First Technologies

Exploring new technologies that prioritize privacy is crucial in adapting to a post-cookie world. 

Here’s how marketers can implement privacy-first technologies effectively:

  • Privacy Sandboxes: Use frameworks like Google’s Privacy Sandbox, which provides for ad personalization without individual tracking.
  • Differential Privacy: Incorporate systems that aggregate data in a way that protects individual identities while providing useful analytics.
  • Secure Data Environments: Develop or use platforms that support secure data exchanges that protect user data from unauthorized access.
  • Consent Management Platforms: Use these tools to manage user consent settings, to maintain compliance with privacy regulations.

By focusing on privacy-first technologies, marketers can still take advantage of effective targeting and analytics practices while respecting user privacy.


4. Learn and Adapt

In this quickly evolving era of digital marketing, you have to learn and adapt to succeed. 

Here are some practical steps to stay ahead of the game:

  • Regular Training: Schedule regular training sessions for your team to stay updated on the latest tools and practices.
  • Attend Industry Conferences: Join digital marketing and tech conferences, webinars, and online events for new insights.
  • Subscribe to Industry Publications: Keep up with trends and case studies published in leading marketing and tech journals like Ad Age.
  • Keep Your Eyes on the Analytics: Regularly review your marketing campaigns’ performance data to see what works and what doesn’t.
  • Experimentation: Continue to test new tools and strategies to see what yields the best results and adapt accordingly.
  • Feedback Loops: Find and use tech to collect feedback from your audience. Use the data to refine your strategies.

The best way to stay ahead of the game is to keep your ear to the ground with industry trends––so you can start learning and adapting to change before they happen. 


In Closing

If you’re looking to refine your digital marketing strategies or need assistance navigating these changes, consider reaching out to our experts at OppGen.

google ads agency questions to ask

By OppGen

10 Must-Ask Questions To Interview A Potential Google Ads Agency in 2024

When venturing into digital marketing, selecting the right Google Ads agency can be a game-changer for your business. Currently, Google Ads has over 246 million unique visitors per month. With the right partner, you can unlock the full potential of Google AdWords, driving targeted traffic and increasing conversions. But with so many agencies out there, how do you choose the best one? By asking the right questions! 

Here are 10 critical questions to help you assess and select the perfect Google Ads agency for your business.


Table of Contents: 

  1. What’s Your Experience with Google Ads?
  2. How Does Your Google Ads Agency Apporach Keyword Research?
  3. Can You Share Case Studies or Success Stories?
  4. How Do You Measure and Report Campaign Success?
  5. What’s Your Approach to Campaign Optimization?
  6. How Do You Handle Budget Management?
  7. What’s Your Communication and Collaboration Process?
  8. How Do You Stay Updated With Google Ads Innovations and Best Practices?
  9. What’s Your Strategy for Targeting and Ad Placement?
  10. Why Should We Choose Your Agency Over Others? 


What’s Your Experience with Google Ads?

Understanding an agency’s experience with Google Ads is pivotal. You’re not just looking for any digital marketing agency; you’re seeking a partner with a track record of success in Google AdWords. Inquire about their years of experience, the industries they’ve served, and the types of campaigns they’ve managed. This insight will give you a clearer picture of whether their expertise aligns with your business needs.


How Does Your Google Ads Agency Approach Keyword Research?

Keyword research is the backbone of effective PPC marketing. It’s essential to understand how an agency identifies and selects keywords for their campaigns. Their approach should align with best practices, focusing on relevance, search volume, and competition. A savvy Google Ads agency will explain how they tailor their keyword strategy to your specific business goals and target audience.


Can You Share Case Studies or Success Stories?

Proof is in the pudding, as they say. Request case studies or success stories that demonstrate the agency’s ability to deliver tangible results. Analyzing these examples will provide insights into their strategy, creativity, and the impact of their campaigns. It’s a great way to gauge their effectiveness and envision what they could achieve for your business.


How Do You Measure and Report Campaign Success?

Measuring success is crucial in PPC marketing. Ask the agency about their key performance indicators (KPIs) and how they align with your business objectives. Understand their reporting frequency and format. A reputable Google Ads agency will offer transparent, comprehensive reporting that allows you to track progress and ROI effectively.


What’s Your Approach to Campaign Optimization?

PPC campaigns require ongoing optimization to maximize performance. Inquire about the Google Ads agency’s process for testing and refining campaigns. This includes their approach to A/B testing, bid adjustments, and creative updates. Their ability to adapt and optimize is vital for staying ahead in the dynamic landscape of PPC marketing.


How Do You Handle Budget Management?

Budget management is a critical aspect of PPC marketing. You need to know how the Google Ads agency plans to allocate your budget across campaigns and keywords. Their strategy should maximize ROI while aligning with your financial constraints. Understanding their approach to budgeting will ensure there are no surprises down the line.


What’s Your Communication and Collaboration Process?

Effective communication is key to any successful partnership. Ask about the agency’s process for keeping you informed and involved in your Google Ads campaigns. This includes their frequency of updates, the main point of contact, and how they handle feedback and revisions. A collaborative approach will ensure that your vision and goals are at the forefront of their efforts.


How Do You Stay Updated with Google Ads Innovations and Best Practices?

The world of Google Ads is ever-evolving. It’s crucial that the Google Ads agency you choose is committed to staying updated with the latest trends, features, and best practices. Their ability to adapt and leverage new opportunities can significantly impact the success of your campaigns.


What’s Your Strategy for Targeting and Ad Placement?

Effective targeting and ad placement are essential for reaching the right audience. Discuss the agency’s strategy for utilizing Google Ads’ targeting options, including demographic, geographic, and behavioral targeting. Understanding their approach to ad placement across the Google Display Network and search results will provide insights into their ability to maximize your campaign’s visibility and relevance.


Why Should We Choose Your Agency Over Others?

Lastly, give the agency a chance to highlight what sets them apart. This question allows them to outline their unique value proposition, showcasing their strengths, culture, and commitment to client success. It’s an opportunity for them to convince you why they are the best choice for your Google Ads campaigns.


Selecting the right Google Ads agency is a critical decision that can significantly impact your PPC marketing outcomes. By asking these 10 essential questions, you’ll gain a deeper understanding of each agency’s capabilities, approach, and alignment with your business goals. 

The answers will equip you with the knowledge to choose an agency that can not only manage your Google AdWords campaigns effectively but also drive meaningful results and contribute to your business’s growth.

Remember, the goal is to establish a partnership that is transparent, collaborative, and focused on achieving your specific marketing objectives. With the right Google Ads agency by your side, you can unlock the full potential of your Google Ads campaigns, reaching your target audience effectively and maximizing your ROI. 

So, take the time to ask these questions, evaluate the responses, and choose an agency that you trust to navigate the complex world of PPC marketing on your behalf.

If you need more info on how to go about choosing the right Google Ads agency for your business, contact OppGen today

A comprehensive guide to PPC agencies, showcasing strategies and insights.

By OppGen

Hiring the Best PPC Agency in 2024 | A Complete Guide

Partnering with the right PPC agency can be a game-changer for businesses that want  to maximize their digital advertising ROI. 

This comprehensive guide covers everything you need to know about how to evaluate, select, and work with a top PPC management partner. 

We’ll explore the key benefits of hiring an agency, their core services, and how to vet candidates during the selection process. 


In addition, you will find out about: 

  • Typical PPC agency pricing models 
  • Interview questions 
  • Telltale signs that it is time to switch 
  • And how to transfer accounts easily to a new agency 


By the end, you’ll have a thorough understanding of what to look for in a PPC agency and how to find the right fit for your business.


Table of Contents: 

  1. What is PPC?
  2. How PPC Campaigns Work
  3. Best PPC Platform to Consider
  4. Pros/Cons of PPC vs Other Digital Marketing Forms
  5. Benefits of Hiring a PPC Agency
  6. PPC Agency Services Explained 
  7. Vetting and Selecting the Right PPC Agency
  8. PPC Pricing Models
  9. When to Switch PPC Agencies
  10. Transitioning to a New PPC Agency


What is PPC?

Pay-Per-Click (PPC) advertising is  a model of digital marketing where advertisers pay a fee each time one of their ads is clicked on. 

Essentially, it’s a way to buy visits to your website, as opposed to earning those visits organically through other means like Search Engine Optimization (SEO). 

Businesses (like yours) can use PPC to show their ads to people who are searching for products and services you offer.  

By tailoring your ads and choosing keywords closely related to your business, you can drive targeted traffic to your site with your PPC campaigns.

PPC is one of the most effective forms of digital marketing, offering businesses unique  benefits like:

  • Immediate exposure 
  • Precise targeting 
  • Measurable results 
  • Flexibility 
  • Increased visibility



PPC is one of the most effective and immediate forms of digital marketing available. This is why businesses across industries invest more in PPC every year.


How PPC Campaigns Work

On the surface, PPC campaigns appear to simply involve setting up some ads and waiting for clicks to roll in. But behind the scenes, there’s a complex and strategic process that makes PPC work to produce profitable ROI and revenue growth. Here are some key aspects of how PPC campaigns function:


Keyword Auctions

Keywords are at the core of PPC… 

As a user searches for a given term, like “email marketing software,” an instant auction takes place for that keyword among advertisers bidding on it. 

Factors like your bid amount and Quality Score determine where your ad will rank and how much you will pay per click.


Quality Score

This metric looks at the overall quality and relevance of your ads, keywords, and landing pages. 

Ads with higher Quality Scores get preferential treatment on PPC platforms. Keeping your score high (on a 1–10 scale) leads to lower costs and better ad positions.


Ad Rank Formula

Your bid multiplied by your Quality Score = Ad Rank. 

This formula determines where your ads appear. To rank higher, focus on bidding higher on keywords that matter and improving the overall Quality Score through optimization.


Landing Pages

Once a user clicks your ad, they should arrive at a landing page that is relevant, easy to navigate, and encourages them to convert. Align your landing pages with ad messaging for a personalized and contextualized experience to boost conversion rates.


Bidding and Budgets

Set daily budgets and use bidding strategies like enhanced CPC to maximize conversions within budget. 

The bids should be adjusted based on the performance data. 

To gain insights, you should set up conversion tracking.


Advanced Features

Take advantage of advanced features like:

  • Location targeting
  • Demographic segmentation
  • Customer match
  • Responsive search ads


These can help refine your targeting.


Best PPC Platforms to Consider



The major players in PPC each offer unique advantages. 

The platforms you choose to use are determined by the goals you have and the audience you intend to reach.


Google Ads 

With a whopping 83.49% search engine market share, Google Ads is the 800-pound gorilla. 

Its massive reach, advanced features, and detailed targeting make it appealing for both B2C and B2B. 

Google Shopping ads are ideal for e-commerce brands looking to get their products in front of people ready to buy. YouTube ads also offer engaging video ad options.


Bing Ads

While smaller than Google, Bing still owns over 9.19% of search traffic

Bing Ads can be a cost-efficient option, with less competition on keywords giving better ad positions and lower costs-per-click (CPCs). 

The Microsoft Audience Network also allows Bing ads to show across additional sites.


Facebook Ads (Meta Ads)

As the top social media platform, Facebook has over 3.65 billion monthly active users—a marketer’s dream. 

Facebook’s detailed user data gives you the ability to serve  highly targeted ads based on demographics, interests, behaviors, and more. From image and video ads to Stories and Messenger ads––you have a variety of options for engaging users.


LinkedIn Ads

For B2B marketers, LinkedIn’s 500+ million professionals make it a prime platform. 

Tailor ads by:

  • Job role
  • Industry
  • Interests
  • Business goals for your targeted audience

Partner with an agency to tap into their LinkedIn campaign management expertise.


Pros/Cons of PPC vs Other Digital Marketing Forms



PPC has unique advantages that make it an essential component of every digital marketing strategy.


Search Engine Optimization (SEO)

SEO has key benefits like long-term organic growth and high-trust content. But it can take months to see results. PPC offers a faster complement for leads. Use both in tandem.


Social Media Marketing

Organic social reaches highly engaged audiences, but paid social (social media ads) expands reach. Combine organic content with paid ads for ideal social media ROI.


Email Marketing

Sending targeted emails to subscribers you already have offers outstanding ROI. 

Yet acquiring new subscribers can be a challenge. PPC can help drive new leads and subscriber sign-ups.


The common thread is that today’s savvy digital marketers use both PPC and organic methods like SEO, social media, and email together for short and long-term success. 

The immediacy and conversion-focused power of PPC, when balanced with organic growth channels, can create a comprehensive strategy that maximizes results.


Benefits of Hiring a PPC Agency

With a solid understanding of what PPC is and how it works in place, engaging the services of a PPC agency can provide immense value. 

These agencies and consultants have the expertise, tools, and experience to ensure your PPC budgets are being used efficiently and effectively.


Access to Advanced Skill Sets and Insights

Don’t underestimate the  skill and effort required to manage successful PPC campaigns.

 The most qualified PPC experts are at agencies that focus exclusively on paid search. 

They live and breathe PPC, staying on top of every new feature, algorithm update, and innovation within the major advertising platforms. 

A PPC marketing agency can identify optimization opportunities that may seem counterintuitive but have data to support them. 

They are experts that can provide insights you might never find on your own. Their strategic vision for structuring campaigns for scale is invaluable.


Proven Methodologies and Best Practices

Agencies develop time-tested processes for managing campaigns. 

With an independent, unbiased approach, they can provide a fresh look at your PPC efforts using proven methodologies. This prevents you from stagnating or relying on ineffective strategies that may have become comfortable.


Tools and Technology

Many agencies leverage proprietary technologies and tools for research, tracking, reporting, and automation that would be costly for an individual business to develop or license. 

This gives them an advantage in efficiently managing large-scale PPC efforts and extracting performance insights.


Added Human Resources

No matter the sophistication of tools, PPC still requires manual management and optimization from experts.

Agencies have teams wholly dedicated to campaign management, allowing more focus than an in-house resource stretched across many marketing channels.


Speed and Scalability

Getting PPC campaigns launched and ramped up quickly can be challenging. Especially if you’re starting from scratch. 

An agency can accelerate results through increased budget and testing velocity. Their experience also allows them to seamlessly scale spend across accounts.


Customer Acquisition Cost (CAC) Reduction

The combination of increased conversions and continuous optimization that agencies bring means your cost to acquire customers (CAC) through PPC will steadily decline.

As scale increases, they leverage experience to further reduce CAC.


With these benefits in mind, partnering with the right PPC agency can transform your paid search campaigns, unlocking significant growth and ROI. 

Identifying an agency that matches your needs takes research. 

The next sections provide tips for choosing the best PPC company.


PPC Agency Services Explained

A successful PPC agency provides a wide suite of services that cover all aspects of campaign management. Understanding these core service offerings will help you assess potential agency candidates.


Campaign Setup and Structuring

The foundational work of establishing accounts, building campaign architecture, configuring tracking, and importing data is necessary to launch campaigns properly.


Keyword Research

Evaluating search behavior to identify high-value keywords and assign them to relevant ad groups. Ongoing analysis provides insights.


Ad Copywriting

Writing  compelling ad text entices clicks and conveys your brand.


Landing Page Optimization

Designing and optimizing landing pages to align with ads and convert visitors into leads and sales.


Bid Management

Setting bids and applying strategies like enhanced CPC and target Return on Advertising Spend (ROAS) bidding to hit KPIs.


Audience Targeting

Leveraging capabilities like customer match and lookalike audiences to reach your best customers.


Performance Analysis

In-depth analysis of metrics and trends to gain actionable insights. 

Tracking conversions and attributing them to PPC is essential.


Reporting and Insights

Providing regular reports and insights to clients that summarize performance and opportunities.



Continuous testing and refinement of ads, keywords, landing pages, bidding strategies, and more to improve campaign efficiency.



Setting up remarketing campaigns to engage visitors after they leave your website. This brings users back into the sales funnel.


A/B Testing

Running split tests of ad copy, landing pages, offers, and other elements to determine which variants perform best.


Asset Creation

Designing compelling ads, banners, and other creative assets that align with campaign goals.


Account Structure

Organizing campaigns, ad groups, and keywords logically to allow for segmentation, testing, and optimization.


Budgeting and Billing

Managing monthly budgets across accounts and providing transparent billing and invoicing.



Clear communication of insights, recommendations, and strategy. Quick responses to questions and concerns.


Pixel Implementation

Installing conversion tracking and remarketing pixels across your website and sales funnels.


Feed Management

Setting up and optimizing product and inventory feeds for shopping campaigns.


Technical Optimization

Ensuring ads are displayed correctly across devices and troubleshooting issues.


 A full-service PPC agency becomes an extension of your marketing team. 

They can provide the expertise and bandwidth to implement and manage campaigns at scale. They save time, accelerate growth, and provide a definitive ROI, but choosing the right agency is critical.


Vetting and Selecting the Right PPC Agency

PPC agencies are not created equal…

Choosing the right partner to steward your paid search campaigns takes thoughtful research and evaluation. Here are key factors to consider:


Proven Success and Case Studies

A reputable agency will have a strong portfolio of client success stories and examples of achieved results. Look for proof of  expertise in your specific industry.


Strategic Experience

Ask candidates to explain their strategic approach. Assess their knowledge of the latest platform capabilities and trends. Make sure they are thinking long-term.


Technical Capabilities

There should be a clear understanding of how to track conversions, optimize landing pages, manage large budgets, and implement other PPC fundamentals.


Communication Skills

Clear, proactive communication is a must. Make sure they’ll provide regular reporting and insights, along with quick responses.


Client Retention and Reviews

High client retention and positive reviews show an agency provides results and value. Watch for red flags like high turnover.


No Cookie-Cutter Solutions

Avoid agencies that push one-size-fits-all programs. Your strategy should align with specific objectives.


Cultural Fit

Make sure your agency aligns culturally with shared values and collaboration models. You want a trusted partner relationship.


Analyze Pricing and Contracts

Compare pricing models and look for flexible contracts rather than rigid, long-term lock-ins.


Trusting your gut during the vetting process goes a long way.


PPC Agency Pricing Models

PPC agencies use several types of pricing models. 

Being aware of the pros and cons of each helps determine the best fit.



Percentage of Ad Spend

PPC agency charges a monthly fee that is a percentage (often 10–20%) of the client’s total ad spend.

  • Pros: Aligns incentives (agency benefits from optimized spend). Easy to budget.
  • Cons: Potentially expensive as spend scales. Does not account for labor time.


Fixed Monthly Fee

A pre-set monthly fee based on the estimated workload and labor time required.

  • Pros: Predictable, consistent pricing. Accounts for labor.
  • Cons: Poor alignment of incentives if spend varies. Can underestimate or overestimate workload.


Hourly Rate Model

PPC agency charges for actual hours worked based on hourly rates for different team members.

  • Pros: Accounts for actual time invested by the agency. Strong incentive alignment.
  • Cons: Unpredictable monthly costs. Need visibility into work logs.


Performance-Based Pricing

Fees tie directly to performance KPIs like conversions, sales revenue, or ROI.

  • Pros: Places focus on results. Aligns agency success with your goals.
  • Cons: KPIs need to be realistic and measurable. Requires transparency.


Hybrid Model

Combines two or more models, like a fixed fee + percentage of spend or performance bonus.

  • Pros: Balances predictability with incentive alignment. Share the upsides of success.
  • Cons: Can be complex to calculate. Needs a clear definition.


The best fee structure provides incentive alignment while accounting for workload and reflecting a fair value exchange. Avoid rigidity; be open to optimizing the model.


When to Switch PPC Agencies

Occasionally, the need arises to switch PPC management to a new agency. 

But how do you know it’s the right time? 


Consistently Missing KPIs

If campaigns are consistently falling short of core metrics and goals with no improvement, it indicates underlying issues.


Lack of Accountability and Communication

Unresponsiveness to questions or concerns, lack of proactive optimization, and sparse reporting point to disengagement.


Churn on Your Account

High turnover of your account manager or team suggests the agency may not be investing properly in talent.


No Value Added

If nothing seems to be evolving except your monthly bill, your needs may be beyond your current partner’s capabilities.


Outdated Strategies

As Google and other platforms add features, strategies need to evolve. 

Stagnant agencies get stuck in their ways. The best ones will try new strategies.


Misalignment on Goals

Ensure your agency understands your business objectives. 

Conflicting priorities breed poor results.


Lack of Transparency

Your agency should provide clear visibility into your accounts and how they optimize ad spend.


Steadily Increasing Costs with No Value

If costs climb higher with no added value, it may be time for a change. Stay aligned on budgets.


If these issues emerge, have an open dialogue with your PPC agency first. Outline concerns and see if alignment can improve. If not, changing partners may be the best path forward.


Transitioning to a New PPC Agency



PPC brings unique advantages that make it an essential component of a complete  digital marketing strategy.

Should you decide to switch PPC marketing agencies, follow these best practices to ensure a smooth transition.


Audit Existing Accounts

Thoroughly review existing campaigns, ad groups, and keywords to gain insights before migrating.


Export Performance Data

Extract analytics and campaign data to provide the new PPC agency complete visibility into past performance.


Set Proper Account Access

Remove old PPC agency access while granting the new agency the proper permissions to manage accounts.


Develop Transition Plan and Timeline

Define all key milestones and dates upfront to prevent gaps or downtime in management.


Communicate Early and Often

Keep both old and new PPC agencies informed during all stages. Clear communication avoids problems.


Execute Parallel Campaigns

Run new agency campaigns alongside old agency efforts for an initial testing period. Learn and refine.


Monitor Campaigns Closely

Observe the new PPC agency’s campaigns daily to ensure proper setup, spending levels, and results during the transition period. Provide feedback.


Reconcile Billing

Confirm the final invoices from the old PPC marketing agency and start with clean billing with the new partner.


Ideally, transitions should allow for an initial ramp-up and testing period where the new PPC agency sets up initial campaigns and gains insights while old efforts continue running. This overlap lets you monitor performance closely. Once ready, the switchover can be made relatively seamlessly.



Managing profitable, scalable PPC campaigns requires expertise and constant optimization. 

While an in-house resource may handle basic PPC tasks, the multifaceted capabilities of an accomplished PPC marketing agency are transformative.

The insights in this guide offer a comprehensive overview of the value professional PPC agencies provide, from illuminating how PPC works to evaluating PPC agency services and tips for choosing a partner poised to deliver success.

With the right PPC agency, paid campaigns can transform from a mere marketing channel into a growth engine, delivering tangible ROI through precision-targeted engagement. Treat your agency search as an investment, undertake due diligence, and the returns will follow.



Contact us today to learn how our expert team can help take your PPC campaigns to new heights!


Clutch 2022 Top PPC Firm Ohio Award

By OppGen

Clutch Names OppGen Marketing a Top PPC Firm in Ohio for 2022

The advertising game has really changed throughout the year. From traditional to digital, the industry is constantly changing and evolving each year. One of the biggest industries in recent years is Pay Per Click. The PPC industry has been revolutionizing how companies and businesses advertise online.

If you are looking for a partner to help you get started, then OppGen Marketing is here for you. With more than a decade of experience in the market, you can count on our team to deliver the best services and solutions for your business. With that being said, OppGen Marketing was recently selected by Clutch as one of the leading PPC companies in all of Ohio.

“Being recognized as a top PPC firm by Clutch reinforces our team’s commitment to providing best-in-class performance marketing solutions for top brands around the world,” OppGen Marketing Partner and Vice President Alonzo Foreman said. “We are honored to have the opportunity to partner with so many outstanding companies in their growth efforts.”

This award is a true testament to our hard work and dedication to helping our clients find success online. OppGen Marketing’s goal has always been to empower businesses and we will continue to improve our skills and knowledge to better serve them in the future.

It goes without saying that this award wouldn’t have been possible without the help of our clients and partners. Thank you for trusting us to be your PPC partners. We are grateful for all the support you’ve shown us throughout the years. 


About OppGen Marketing

OppGen Marketing is a multi-million dollar digital marketing agency in Columbus, Ohio, that provides strategic digital marketing strategies to companies offering high-value products and services.

Our clients choose us as their agency because we focus on their goals of generating more profitable business for their company. This sets us apart from other large agencies that focus on weaker metrics like driving traffic. We take our clients’ success seriously while maintaining a start-up–like culture of fun and teamwork.


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By OppGen

How Does Google Ads Generate Responsive Search Ads?

On August 31, 2021, Google announced that responsive search ads will be the only type of search ad that can be created or edited in standard search ad campaigns as of June 30, 2022. 

This is a big change that will affect search ad campaigns across the globe. Even though there is a little under a year until the change becomes official, it is a good idea to get a head start and pivot your search ad campaign to using responsive search ads.

Luckily OppGen Marketing is focusing on pivoting many campaigns to responsive search ads to put our clients ahead of the change. Contact us to learn more about our marketing efforts and strategies.

Before you go all-in with responsive search ads, let’s go over the basics of these ads.


What are Responsive Search Ads?

For those unfamiliar, responsive search ads are a type of paid search advertisement that makes search ad creation and management simpler through the power of machine learning. Using the content you’ve already written, Google will generate flexible ads and show them to prospects.

Compared to the expanded text ads (the ad type responsive search ads are replacing), responsive search ads are more flexible and adaptable because they can show more or less text depending on the device a prospective user is using. The content itself can also change based on what prospects are searching for.


How Google Ads Generates Responsive Search Ads

Google Ads generates responsive search ads through automated machine learning. When you enter more headlines and descriptions, you’re giving Google Ads more options for creating new ads that can more accurately match with prospects’ searches.

Once you enter headlines and descriptions, Google Ads takes them and assembles them into several different combinations. You can submit up to 15 headlines and 4 descriptions for one responsive search ad. In the ad itself, you will be able to have a maximum of 3 headlines and 2 descriptions. If you need a specific headline or description to be consistent across all responsive ads, you can pin them to certain positions. Otherwise, the headlines and descriptions can appear in any order.

When you write these ads, it’s important to remember to make sure the headlines and descriptions are relevant to one another to avoid the generation of an ad that doesn’t quite make sense.

Our team will double- and triple-check to make sure the responsive ads are relevant and make sense. Contact us to learn more.


What Are the Benefits of Letting Google Ads Generate Responsive Search Ads?

Spend Less Time Writing Ad Copy

Instead of writing fresh ad copy for every single search ad, responsive search ads will make it look as though every ad is new by mixing and matching headlines and descriptions.


Provide More Flexibility in Your Message

Different devices have different widths, and different widths can result in your ad’s message getting cut off. But by giving Google Ads multiple options to use, it can determine which headlines and descriptions will best fit the device.


Tailor Ads to More Prospects and Bring in More Customers

You can change your headlines and descriptions to include information like your prospects’ locations or locations of interest. Responsive search ads’ flexibility also allows them to better match prospects’ search queries, which can result in more clicks and conversions.


Improve Campaign Performance Without Lifting a Finger

By giving Google Ads multiple options to work with, it can mix and match ads and determine which ads are the most effective when it comes to conversions, clicks, and other goals, and will then push those ads more often. 


Learn More About Responsive Search Ads

Although June 30, 2022, is nearly 280 days away (at the time of this blog’s publication), it’ll be here before you know it. If you have any questions or concerns about this big change in Google Ads, talk to the experts at OppGen. We’re already working on shifting campaigns to responsive search ads so we can be better prepared for when the change happens.

For more information, contact us today.

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