Stuck in a contract with Dex, Hibu, or Reach Local?
The first thing I would recommend is that if you are in a contract, you call in and ask to be let out of it. They will most likely say no, at which point you can either ask to escalate the call to a higher person in the company, or you can start threatening to sue them for breach of contract. It is my opinion that these companies do not deliver what they tell you they will – and my guess would be that the sale rep promised you even more things than are in writing. If you are going to go this route, actually read your contract and find something that they have failed to do so you can use that.
You can also point out the fact that Google Requires it’s resellers to divulge the ACTUAL ADWORDS COST – and that since they are not following the rules – you feel you were misled. Be warned that I have heard that Reach Local does make this information accessible – it’s just buried deep within your login portal on their website. FYI though – Google also requires that the information be easily accessible. If you need ammo for this conversation – You can check out the Google’s Advertiser Guide, the Google AdWords third-party policy, or the Google AdWords Third Party Policy FAQ.
If threats, escalations, or being nice do not get them to let you out of your contract – then I would ask them to at least lower the monthly amount to the minimum that you can lower it to – or ask them to PAUSE YOUR CAMPAIGN. They can do so, and they may have a monthly fee, even on paused campaigns, but lowering your monthly bill will minimize the amount of money you flush down the toilet.
Another tactic I’ve seen work is to plead like hell to get them to remove your “top performing” keywords. If you remove your top 10 keywords (which are almost always broad matched so they trigger the most clicks) – your spend will drop immediately. This may not 100% work with Hibu though because I know they have in their contract that any unspent budget will be carried over. I am not sure if Dex or Reach Local have similar terminology in their contracts.
Finally – (remember I’m not a lawyer here, so if you follow this advice, you do so at your own risk)… I’ve seen people just remove the authorization on the payment method they are using to pay for their pay per click services. Just stop payment with the bank, or call the credit card company and remove the authorization for Dex, Hibu, or Reach Local to charge your card. Keep in mind that you risk having debts sent to collection agencies, negative reports on your business credit and other possible consequences. I have been told that these companies are not chasing the value of the contracts, just the already acrcued click cost. I must remind you though – I am not responsible for anything if you choose this method.
You might not be in a contract!
Most of these companies did away with the 12 month miminum commitment Pay Per Click contracts a long time ago, but they still sign you to 3 or 6 month deals. If you don’t know – check your paperwork and find out. Almost all PPC companies will put you on a month to month contact after the initial term. If you are done with your initial term – CALL AND CANCEL YOUR CONTRACT RIGHT AWAY!