If you are running keyword campaigns, pay per click or search engine marketing campaigns through an agency or some other provider, then you are paying a management fee. Essentially you are paying to have that company set up, monitor, optimize and manage your campaign. Makes sense, we should get paid for the work we do and the expertise we have acquired to be able to run these campaigns effectively.
However, it has recently come to our attention that another SEM provider in the area (a large media conglomerate that is buying up local newspapers) is charging a 50% account management fee!
What does this mean? Well if you are paying $1,000 per month for a search engine marketing campaign, then only $500 is actually going to the search engines to pay for your ads.
While we do not begrudge companies for making money, after all that is our job is to help companies make money, this is a tremendous waste of the clients resources. By comparison we charge around 15% for the same services, some might say even better. The industry standard is between 15-20% which is a normal agency fee.
If you or someone you know is paying for SEM then they really should have a professional review. We have a Search Engine Marketing Specialist on staff to manage all of our campaigns. So when you use us for your search engine marketing services there are no wasted costs. More money to your campaign means more impressions and click thrus and more business for you, and less money to these huge marketing conglomerates.
How to Track Marketing ROI
Write it down… We are believers. Believers in the tracking of marketing ROI. Whether it be your primary website, your online ad campaigns, or your traditional print ads, tracking your return on investment is something we strongly believe in here at Spectrum Marketing Group. As a we have evolved as a marketing agency, the most common mistake we see that clients have made, prior to working with us, is the lack of tracking their leads. We have seen clients spending anywhere from $500/month to $15,000/month, all be unable to answer the question “Where are your leads coming from?”. Here are some simple, and some more complex options to tracking your marketing return from various media sources…
When running an ad in your local newspaper, or specialty, niche magazine, there are several options to get a better ROI on your investment. Consider these options:
- Call Tracking – if your goal is to get a direct phone call, then a small investment can supply you with unique call tracking phone numbers that ring to your business line, but can provide a detailed report on the sources of the phone calls. This is especially useful for businesses investing heavily in print.
- Recommended industries: automobile advertising, real estate advertising
- Custom URL’s / Landing Pages- so you may be investing in branding ads in a magazine or trade publication, and be expecting that consumers will visit you online. Studies show often consumers will simply do a Google search after seeing an commercial or seeing a branding ad. This lead is often then lost. The option is set up a unique URL or landing page such as SMGnewengland.com/special-offer or even use a URL shortener, such as short.nr/promo. The shorter the URL, the easier to remember, and better chance of direct conversion. A great piece to get in depth on this, can be found at: http://moz.com/blog/how-to-track-online-roi-of-offline-advertising
- Recommended industries: all industries, especially effective for websites with shopping carts
- Analytics! We often see clients not knowing anything about their online traffic. Analytics can easily be installed from our good friends at Google, and is something we install with our all of our web development projects. The analytics can be customized and tracked to show all your internet lead sources, and truly evaluate your ROI. If you are not using analytics, go do it now!
- Landing pages & CTA buttons – one of the other ways to optimize for ROI is to build in landing pages into your site to better convert visitors, and to also make sure you have Calls-To-Action on your pages. You can then evaluate what works best for each service.