HOW ARE AD ACCOUNTS MANAGED DIFFERENTLY IN ECOMMERCE?
Paid advertising is the most effective way to increase the visibility of your website and get more conversions. With an ecommerce website, we can measure the revenue and profit of conversions in real time. Not only does this allow you to assign a value to your marketing efforts so you can make good business decisions, but we can also utilize certain algorithms to optimize ad performance. Done correctly, this process becomes a feedback loop, fine-tuned to just the right level where profits are maximized.
WHAT MAKES YOU QUALIFIED TO MANAGE MY ACCOUNTS?
We've been running businesses online for over 25 years, and as we like to say, before the internet was the internet
. We have spent the last decade growing mid-sized ecommerce companies through online advertising, successfully managing between tens to hundreds of thousands of dollars per month in ad spend for each of our clients.
We're also a Premier Google Partner and a Bing Partner, which means Google and Bing have recognized us as experts in the industry. In order to maintain this status, we pass a series of certification tests every year and provide proof that we are using best practices and achieving optimal results.
WHAT SETS YOU APART FROM OTHER SEM AGENCIES?
We are highly educated in all facets of business, and more specifically ecommerce. We don't focus solely on optimizing the technical aspects of ad campaigns nor base decisions on the simplistic key performance indicators (KPIs) that other account managers typically use. While those metrics have their place, ad campaigns are not that simple when it comes to ecommerce. We dive deep and perform the kind of analysis that many SEM agencies just aren't doing.
We have a small team and every member of our team has a degree in business, marketing, or related field and/or carries the appropriate experience and certifications for them to be an expert at what they do. In larger SEM companies, it's common to set-up automations and assign junior-level account coordinators to run them. That's not to say we don't have automations for highly mathematical and analytical processes but, because we work with only ecommerce companies, a lot of the work we do requires a certain level of intimacy with the product line and an educated, human understanding to make good marketing decisions.
WHAT KEY PERFORMANCE INDICATORS (KPI) DO YOU USE?
We don't put a lot of emphasis on number of impressions, number of clicks, click-through-rates (CTRs), cost-per-acquisition (CPA), ad positioning, and other simplistic metrics unless it is strategically important to do so for a campaign. What generally matters to an ecommerce company is generating profits from sales and not how many clicks it took to reach those profits. The only reason clicks matter at all is because each click drives up your cost. Since we're optimizing for profitability, the best KPI that we use is your bottom line.
WHY DO YOU FOCUS ON PROFIT MAXIMIZATION INSTEAD OF ROI?
ROI isn't the right metric to use if you're serious about making money. To learn why, read our blog posts on why ROI is NOT Profit
and How Digital Marketer Misundertand ROI.
HOW DO YOU BILL FOR YOUR WORK?
We bill monthly based on a percentage of ad spend. This method of billing is pretty typical of SEM agencies because spend usually correlates directly with the amount of work required to manage any given account.
DO YOU REQUIRE A TERM AGREEMENT?
We do not lock our clients into a term agreement. We believe firmly in having win-win business relationships. So, we work on a month-to-month basis and you're welcome to cancel the service at any time.
WHAT KIND OF RESULTS CAN WE EXPECT?
This really depends on how well your accounts were managed in the past and the current state of your business and industry. We are typically able to do some basic account improvements right off the bat and increase profitability in online advertising by at least 50% within 3-6 months, which more than covers our fees. After that, we like to dive deeper into some analysis and conduct a series of experiments to exploit what is working best. From that point, the results can only get better.