Doing business as an online marketing agency can be a tough job - and obtaining good results can be one of the least important problems.
During the last 3 years it seems that no less that 55% of the companies that are using advertising services changed the service providers, which means that an average online marketing or SEM company lost more than half of the clients - which is enormous for any given market.
And the main issue of all the small/medium size advertising agencies is the fact that they are offering similar solutions, they are using the same advertising platforms. And as long as a client knows that regardles what agency will use it will recieve similar services - he will be able to change the advertising company as often as he wants.
Who is really guilty for the market instability?
First of all - the Google's monopol is the biggest problem of advertising agencies - basically there is only one important provider in the most of European countries (if we are to exclude Bing/Yahoo alliance in US and Yandex in Russia). As long as all the agencies are using only one platform, without adding additional benefits or services, a client would be able to easily find a replacement.
Will performance keep the clients happy?
Yes and no. Providing a nice and constant performance in the clients advertising campaigns is a thing that clients are expecting anyway. If you provide top performance the chances of maintaining a contract with the client would increase, but it will not stop the client to search for a cheaper advertising agency.
Reaching a plaffon.
Also, during online marketing efforts as configuring PPC campaigns for your clients, in the most scenarios (most industries) the actual work will be over at a given time (which means that the the Online Marketing company will do only reporting and small adjustments). This can also be a problem - because some clients will decide to pay less for your services or thy could also look for another/cheaper company that would be able to do fine-tuning and reporting.
Xiona software for PPC companies can help you preserve your clients and also to convince new ones!
Using a dedicated software as anti fraud solution would certainly differentiate your company from other advertising agencies. The clients will understand that you care about their money, their budgets and in most cases the software will be really useful in helping with increasing ROI as the invalid click rate will decrease.