A charter setting out best practice for handing over Paid Search accounts.

1. PAID SEARCH
MARKETING
BEST PRACTICE
C H A R T E R

2. Paid search is one of the fastest
growing areas in Irish marketing.
And, as often happens, where things
grow quickly, existing systems of
regulation fall behind.

3. This has happened with paid search:
many agencies are taking
advantage of a lack of
understanding of the channel, to
spread fear & uncertainty amongst
clients. We at Mindshare think this
needs to change.

4. Paid search, like any other agency offering,
is a service provided on behalf of a
client.
As such, the account that is built during
this process, and the quality scores that
are generated, should, unless explicitly
stated otherwise, belong to the client.

5. We at Mindshare therefore pledge that
whenever we are asked to hand over a paid
search account to a new agency, we will do
so without argument, without trying to
scare the client with stories of drops in
quality score, and in a professional
manner at all times.

6. We will not refuse to hand over accounts or
do anything that might cause damage to
a client’s account just because they have
decided to change supplier.
We hope that the rest of the Irish
marketing industry will join us in this
pledge.

7. Our pledge:
The account belongs to the client

8. Thank you.