Most businesses fail. I hope that got your attention, because it should have. Businesses don’t fail simply because of bad luck. Small businesses generally fail due to a combination of poor decisions, bad strategies, or lack of leadership experience in delegating to a team. By hiring a proven online marketing company as an extension of your team, you have taken a very good step towards success in the mission critical area of growing sales. However, I have seen it time and again that a business with the best intentions can get in the way of their own success by tripping up their PPC Management Company.
6 Mistakes to Avoid: Succeed with Pay-Per-Click (PPC) Advertising Relationships:
1. Being suspicious and a pain in the neck.
Trust is the foundation of any relationship. I’m not asking you to hire an agency on good faith and never ask questions or follow up; what I am telling you is to let down your guard, ask the right questions and then back off.
When you get your first consultative call with your agency, ask them what their process is. How do they work with you for success?
Take the time to talk about your business — who is your target market? What kind of budget do you have? What other forms of marketing are you doing? How do you track your leads? This list could go on forever…the point is — be sure to open up — they are there to help you.
Experts want to do a good job. They want to help you. They don’t want to sell you on their service over and over, again. Conducting witch hunts or initiating an argument every time you call could lose you a good agency.
Getting good results can take time. A good marketing company will test keywords month over month and keep you up to date on your progress. Rome was not built in a day, and neither will the best marketing campaign for your company.
2. Not deferring to the expert.
As a client, you should always make suggestions about keyword choices and ad copy. A good company will make note of your suggestions and discuss them amongst their team of experts. One of the quickest ways to shoot yourself in the foot is to hire an agency and then micromanage them at a tactical level. Pay Per Click is far more complicated than it appears on the surface. A good agency will only make tactical decisions based on data they collect during your campaign and other analysis — not on an opinion. You hired the experts, so let them be experts.
3. Going quiet or getting angry.
The most successful campaigns are largely due to how our clients interact with us. Go back to step on and be sure to ask the question about that agency’s process. Find out when you can expect your progress update and when you can schedule a conference call to discuss your strategies.
Good campaigns can go very bad when a client feels the need to make all of the decisions. Pay Per Click is a technology based advertising platform that requires intensive training to understand and get good at. Needing your agency to educate you on the details of how it works will only lead to frustration between the two parties.
Avoid getting angry and do your part in keeping the communication flow open and productive.
4. Not offering any promotions.
You’re advertising, people! One of the best things you can do to generate a successful campaign is to put a special offer in your ad. If your promotions and ads aren’t as compelling as the other competitors in your market, then guess who is going to get the traffic?
5. Forgetting the value of a dollar.
Advertising costs money. Did you know that for the 2011 Superbowl, the average commercial cost $3 million dollars for 30 seconds? And that’s just for the air time! I’m not asking you to compare your PPC spend to the cost of a Superbowl commercial, but I am asking you to keep it in perspective. Any time you are dealing in the hundreds of dollars in advertising, you need to understand that you aren’t going to get Superbowl results.
6. Not knowing what a successful campaign looks like to you.
On your first call with your agency, decide what a successful campaign looks like to you and make sure you can track to that goal. Your goal could be: number of visitors to your website, number of clicks on your ads or numbers of forms filled out for an online lead. Your measure of success can be anything you want, but be sure to set that measure, tell your agency and then commit to working with them to achieve it.
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