Time from time again, we have seen businesses got ripped off by the so-called Digital Marketing Agency or Experts.
What can you do? It’s just too much for business owners, who already have enough to worry about, to have to know how digital marketing works.
Well, we think it’s unfair for people to not get what they paid for.
So we are going to tell you the three things that your Digital Marketing Agency might not have told you.
1. These so-called Conversions might not be worth as much as you think
When you get a report from your agency, you probably have seen the word ‘Conversion’. Conversion is the targeted action that we want people to take on the website or on a specific campaign.
Therefore, we can track the success of our campaign by tracking the number of the Conversion.
However, what Conversion do we actually track on the website? It depends on your goal. It could be
- the number of users who have spent more than two minutes on the site
- the number of users who have visited ‘Contact’ page
- or the number of the users who have clicked on the phone number on the website to call
Nonetheless, the easier the Conversion, the more likely its number is going to be high and the more likely that the Conversion is not the end goal that delivers the result.
For example, just because someone has spent more than two minutes on the website doesn’t mean that they will buy from us. Therefore, this Conversion does not contribute much to the revenue.
Therefore, it is easy to report that we have got so many Conversions this month but they might not be contributing to the bottomline.
*Please keep in mind though that sometimes these easy conversions are necessary for us to give Google enough data to help us optimise the campaign. We call this ‘Micro-Conversion’. They are all the minor steps user take to get closer to our ‘Macro-Conversion’ such as making a sale.
So when you are told that there were many Conversions, be sure to cross-check that with your revenue trend. Some Customer Relationship Management (CRM) platforms do have the capability to track users from visiting the website to making a purchase.
2. We don’t deserve all the credits
When it comes to reporting for digital marketing, there are so many moving parts.
We have this thing called ‘Attribution Model’ where it assigns how much each channel gets the credit for the Conversion that happened.
The attribution model was created because the customer’s journey is much longer now compared to the past. It takes at least seven touchpoints of seeing the message before someone buys from you.
For example, the customer might have seen you on the TV (1st touch), heard about you from the radio (2nd), saw a sign on the road (3rd touch), saw your post on social media (4th), read your blog (5th), was told by their friends about you (6th) and Googled to find you (7th) and finally converted.
In this case, if we follow the Last Click Attribution, Google Ads (the last touchpoint) gets all the credit for that Conversion, even though the customer would not have converted if the first six touchpoints did not contribute to their buyer’s journey.
Hence, when you got the report from your agency and saw the significant numbers of Conversion, you could be amazed and assume that they are doing good work, when in fact, what they did was just one piece of the puzzle.
3. Spending more money is not always the solution. Spend it wisely.
With digital advertising, it is not always about who can spend more.
Online channels like website or social media still need to keep their platform user-friendly to keep them on the platform. So they do want their users to find the ads helpful and not spammy.
If your ads aren’t getting many interests or have been reported, they will punish you by charging you more or not showing your ads at all.
For example, with Google Ads, how high the ads will show on the search engine depends on how high the quality score is. The quality score is calculated from
- How relevant the ad is (expected Click Through Rate)
- Landing page experience (how long do people spend after they have clicked on the ad)
- And how much the advertisers are willing to spend
Therefore, you can see that how much you spend is really just one piece of the puzzle. You can spend a lot and still not be able to reach the top position if your campaign have low quality score.
On the other hand, if your ad gets lots of engagement and clicks. The platform will reward you by showing your ad more and lowering your cost.
Why are we telling you this?
Because you deserve to know it.
It’s easy to just hire a Digital Marketing agency because they call you, give you a sales pitch and promises.
If they have to call you repeatedly to try to get you on board, they are probably not really good at marketing, but only making sales calls.
If you feel like you’re not getting the most out of your agency, then they’re probably not worth paying for.
At Pursuit Media, we don’t charge you because ‘this is how much it usually costs’. We focus on delivering the value first because if your business grows, we grow.
We hope this was helpful. At Pursuit Media, we are a passionate group of marketers and we love growing businesses.
Got any question? Feel free to contact us.
