New automation, economic shifts and developments in reporting capabilities are changing the role of a PPC agency. Understand your client’s needs and expectationsThe first, and what would seem the most obvious, thing to do is to know your client’s goals. Having more information like this and feeding it back into Google will help you optimize your campaigns and impact your client’s business more significantly. Educate your clientsOne of the biggest recommendations I can share as you work to create long and healthy relationships with your PPC clients is to educate them. That said, clients have every right to expect the most from their PPC agency.