Experience relates that it is not difficult to find an agency
capable of managing PPC campaigns. They come in all sizes – from
one-man-bands to multi-million turnover businesses.
The big surprise is that, although most talk the talk about
delivering RoI (return on investment), very few make the
effort to report actual RoI figures regularly and accurately. You
will probably be given the crude values available from the
paid-search service which costs you so much money every month –
but detailed and segmented reports are simply absent.
The answer is to use web analytics linked tightly with your
paid
search advertising. By this means, you can receive RoI reports to
the finest granularity and very quickly discover which campaigns,
ads, wording and targets are making money and how much.
The prime reason why Google allow Google Analytics to be used free
of charge is to give Adwords users the means to make the very best
of their paid-search advertising expenditure.
At ivantage, we are very ambitious for our clients. We want them
to benefit from
the very best RoI and strongly recommend the use of web analytics to
closely support paid search.
The question we cannot answer is why
most other agencies seem content to spend their clients’ money but
not properly report the results. Perhaps that tells its own story
about how much they really support their clients’ ambitions.
