Seoza's Unique Approach to Managing Adwords Campaigns
It's probably true that most organisations running Adwords campaigns
are operating in an environment which is far from Optimum. Google
Adwords is simple in concept... you buy keywords and bid enough to get
your ad displayed. If someone clicks your ad then, and only then, you
pay Google money.
In practice running an optimised Google Adwords campaign is EXTREMELY
complex since it involves the correct structuring of a campaign and then
the control of many variables to get optimum performance... ie least
CPC, highest CTR, maximum impressions and high conversion to sales
ratios.
Over the last 6 years or so we have mastered Google Adwords on both
the search and content networks and it's why we are able to offer a cost
effective solution to most advertisers.
The Problem to the Customer When We Run an Adwords Campaign...
We do a great job for the customer but when our contract expires the
customer is not in a position to continue with further optimisation or
to to start a brand new campaign for the simple reason we have done all
the work using our significant skills. There has been limited transfer
of knowledge or skill to the customer.
The Solution
Whenever we take on a future Adwords management campaign we have
decided to offer to the customer a full hands on training so that at the
end of the contractual period the organisation has a fully trained
expert Adwords practitioner. The training includes full exposure to the
systems, methodologies, tools and techniques we use every day. The
training involves showing the person how to set up and successfully run
the campaign then allowing the person to actually run and manage
it under close supervision.
What's in it for Us?
- We further differentiate ourselves and our services from
potential competitors
- We add significant value to our product at no extra cost to the
customer.
- We create a great deal of goodwill and increase the online
marketing skills base in South Africa. As an organisation we can
ultimately only benefit from more organisations having a greater
understanding of Internet Marketing opportunities.
Why Would Be So Crazy?
I am often asked this question when it comes to sharing my in-depth
knowledge and experience gained over a long time... my answer is simple.
I am confident enough in my own capabilities and know that there are far
more opportunities out there than I could ever possibly manage.
Providing solid training in a hands-on profit generating situation
cements relationships with customers who recognise the value of our
services and recommend us to other potential customers.
The Only Caveat
At present our traditional offering includes an initial set up fee
followed by 3 monthly management fees to cover the period of time it
takes to truly reach a high level of performance. These fees are
invoiced at 30 day intervals. Unless we reach agreement on this approach
we prefer not to become involved since we know we cannot do full justice
to a campaign purely by just doing a professional job of setting up the
campaign.
In the event of a customer taking up the training offer then the full
fee... set up fee + 3 monthly fees has to be paid at the
time of agreeing to go ahead jointly. The reason for this is obvious in
that we are passing on extremely valuable skills and knowledge and will
only do this in return for a solid commitment from the potential
customer.
If the customer prefers not to take up the training offer then the
normal payment arrangement would be sufficient.
Like to Know More?
Give Tony Roocroft a call on +27-11-454-0105
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