In today’s modern world, Campaign Management and in particular Google™ Advertising is a tricky proposition that you want to get right. In order to stand out from your competitors and achieve your business goals, your campaign should be comprehensive and be able to deliver clear measurable results.
While it may first appear campaign management is something you could potentially do in-house, this is strongly advised against and is something you may regret getting into. With a DIY campaign, acquiring the necessary in-house experience, tools and processes necessary to run an optimal campaign against your competitors is extremely challenging and probably not the best use of your time. After all, you have a business to run.
To get a truly professional campaign up and running, you need to engage the services of a knowledgeable Digital Marketing Agency. An agency such as this has the valuable experience of working with other clients, and can deploy their gained expertise and learnings to help optimise your campaign.
Here at FocusedGrowth® we’re Sydney’s Leading Digital Marketing Agency for SMEs with proven results for clients across multiple industries. We pride ourselves as industry experts in campaign management and offer a custom tailor made strategy to suit your business goals.
Unlike other Google Ads Management companies who charge between 40% to 60% commissions on campaigns, we aim to charge the lowest possible margin while providing the highest level of service possible to our clients.
To make sure you get the most out of your next digital campaign, we’ve composed this handy guide of the things to look out for, to help you identify the right Google Advertising Company for your business.
Reporting & Conversion Tracking
When assessing the effectiveness of a campaign it’s all about the quality of reporting that is able to be produced. For any prospective Google Advertising company, it’s vital that you find out the level of reporting that they’re able to provide. Some key considerations include:
• Do they do a full call tracking and conversion tracking system?
• Do they provide detailed monthly reports and account review meetings as required?
• Does the report include a specific executive summary of your business performance within a given ads cycle?
Key reporting such as this will provide a comprehensive information loop to help you determine exactly how many enquiries can be attributed to your Google Ads spend, and also provides clear measurable metrics to keep track of the specific progress of a digital campaign.
Local Account Management
Another key factor to consider is a company’s local presence and their ability to cater to your own unique needs.
It’s of paramount importance and a non-negotiable factor that your account management & campaign strategy team is local and that they demonstrate a strong understanding of your industry.
If they are local, they will be able to understand key demographics such as; local competition / market, geographic and demographic challenges of the target audience. A good marketer is able to put themselves in your consumer’s shoes and be in the best position to develop the right Google Ads campaign strategy for your business.
Best practice local account management also involves having a practical viable escalation channel. An organisation should be nimble enough, that if an issue does arise, you’re able to easily escalate it to the owners and/or senior management if they are not already actively involved in the account.
Manual Campaign Management vs Automation
Automation, despite the many benefits it provides, needs to be carefully managed and used in the appropriate circumstances. There are Google Ads management companies who use automation tools and there are those who manually manage bid strategy for your ads.
While automation may initially appear as an attractive option, it tends to lead to standard cookie cutter campaigns, and if left unmonitored doesn’t deliver on your intended goals. We recommend you stay away from companies who use automation tools such as Acquisio as it doesn’t provide real-time high touch service for your campaign.
Your campaign should be personalised, high touch, and command the specialised attention it deserves.
Campaign Data & Experience
This is one key reason why running your own Google Ads campaign is marketing suicide. A successful campaign requires the valuable expertise, know-how, and specific understanding of what works and what doesn’t in a particular industry. This insight is not gained overnight but through years of experience working in the field.
Campaign Data and insights such as choosing the right keyword type, the right bid strategy are extremely important. An agency with the experience of working in your industry will have this data and you will likely see results from day one. With a DIY approach, you can find yourself reinventing the wheel many times as you go through a lengthy learning curve before ultimately capturing the key data that will enable you to effectively begin to optimize it.
When choosing the right Google Ads Agency for your business, there are some important factors to be taken into consideration. Don’t be distracted by fancy titles, gimmicks, and unrealistic promises. Instead focus on the key principles of a company and how they are able to meet your own unique needs.
As an absolute must make sure that any prospective advertising company is based locally and has a viable escalation channel. Make sure that the company has the valuable expertise, know-how, and specific understanding of how to manage your particular campaign, and is able to ultimately deliver comprehensive reporting and conversion tracking to assess your campaign’s effectiveness.
Here at FocusedGrowth® we’ll give you and your campaign the attention it deserves. We have years of valuable local experience in the field and offer a customised, tailor made strategy for your business.
To get you started on the right foot, we offer an initial independent review of your Google Ads campaign, if you’re ready to begin your digital marketing journey, why not contact us today.