How to Work Together With Your SEM Agency for Top Results
If you have decided to outsource your SEM campaigns to an agency, it’s important that you develop a healthy working relationship focused on maximising the profitability of your campaign.
It may be challenging to identify where you fit into the process and it may be difficult to relinquish control, but for best results you should focus your efforts on sharing key business and marketing information and reporting back to them on the business impact of your SEM campaign – allowing them to focus on driving up your profits and reducing wasted budgets.
In this post, we address:
What information should you share with an agency?
It is important that you share with them who your company is, what is your brand and company culture, your short, medium and long term objectives and how your customers typically respond to marketing at different levels of the sales funnel. Below is a list of key information to share with your SEM manager:
Which metrics should you be concerned with?
If you have some past experience with Adwords, it’s easy to get lost in the detail with day-to-day AdWords metrics such as number of visitors to your site (clicks) and how much each visit cost you. But all of these are immaterial if you are focusing on profitability of your business and product lines.
It’s the SEM campaign manager’s job to determine how to structure a campaign and to optimise the smaller KPIs that comprise the nuts and bolts of a campaign. It is your role as the client to determine which products and services require more or less investment based on ROI statistics.
Your discussion with the agency should assess performance on the following key metrics on an overall and campaign basis:
The discussion should assess:
How to get the best out of your campaign manager
Below are several best practices to get the best out of your SEM campaign manager:
SEM management is an intricate practice that requires professional marketing and technological skills to be successful. Establishing a healthy working relationship with your SEM agency involves sharing your key business information and goals, focusing on ROI level metrics and supporting your SEM manager to do what he / she does best.
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