6 Tips to Get the Best from Search Marketing Agencies
To be successful with Search Marketing Agencies, some core elements must be considered. Here, we will take you through them individually and explain how they collectively function. Please note that the clients also have a major role to play to ensure effectiveness. These are tips to get maximum results from a Search Marketing Agency
- Have Well Defined Goals and Expectations
A significant factor that greatly affects an organization’s performance and drives them crazy is the issue of handling a regular change in goals and objectives. Whatever the goal is; whether returns on ads or per conversation cost spent within a defined period, just have clear-cut objectives and avoid changing goals in the middle of a scheme.
SEM in recent times is an amazingly complex task. Campaign design, settings, copy as well as landing pages should have a tune with crystal clear objectives right from the start. If there is an unavoidable need for a change of the current objectives, the modification should take a gradual process.
- Exercise Patience
SEM is referred to as performance marketing – this means that it is totally based on data – involving a lookback window. This is a period of time which must elapse in order to collect adequate data necessary for accurate insights. This varies based on industry or the niche.
This means that seeing the effect of a particular change in a campaign may take up to 14 days. So, you have to give your agency some time to show results from a particular campaign.
If you spend a lot per hour on Amazon.com, you may get some fast insights; if not, then time is required to run campaigns for certain duration to gather substantial performance data.
Also, when the search agencies are pressurized to make a lot of changes at the same time, it leads to a situation where identifying the change that gave a specific result becomes impossible. This kills the agency’s productivity. It is imperative to understand the difference between an agency taking an adaptive nature and for them to randomize their work. Effective communication is needed from both parties to understand this difference better.
- Keep the Agency Updated
As your business experiences frequent changes, your agency needs to be informed regarding the same. Whether it is a change in your inventory, a promotional offer; a change in your competitors’ strategy are constantly doing things; if your agency is ill-informed of any of these, they apparently cannot contribute positively. This goes beyond informing them of changes in business. It further entails hard data.
- Access to Data
Your agency should have access to your conversion data, your profit ratio in categories as well as your general performance goals, strategies, and reports. They should be able to involve such information in their efforts.
Make sure to ask the agency regarding what they intend to do with the data you shared with them and check to see if what they promised was done.
- Keep a Close Watch
Search engine optimization agencies are mostly paid a percentage of the media spend, even when they book hundreds of hours on your account, it doesn’t affect their payments. Creating an effective performance campaign involves a lot of effort. So agencies are tempted to reduce the margin on initial work and then revolve resources away from the account in an effort to increase profits during the optimization and long-term maintenance period.
You should regularly review your campaigns; ask them for weekly highlights of actions that were done. To be extra sure, you may want to check out the logs on AdWords to confirm if other activities besides the normal bid modifications occurred.
All these are to be sure of their actions. However, remember that in all these, you should not push it too hard so as to offend the agency working for you.
- Be As Nice As Possible
Top marketing agencies have their preference of clients, just as nice people also have their job preference. If you need your account to be handled by top agencies and the best people, you must put forward your best as well. If you are not nice to them, they will sooner or later leave and render their services to someone who appreciates their efforts.