Mike Le says, “Many search agencies still run search campaigns on their agency account without sharing direct access to client. They instead send a weekly or monthly report on the clicks, impressions, and ad expense. For small businesses, the clients often do not have enough understanding about search marketing to review a campaign’s setup, or are too busy to look into the campaigns. And sometimes, the client may not know they can request that direct access. For bigger clients, this way of reporting is accepted because it is similar to the way traditional marketing has been working in TV and print: You measure campaign success by the viewership and interactions.

However, as businesses are spending thousands of dollars to millions of dollars for advertising, the lack of transparency in campaign management can cause major loss and ineffectiveness.

First, it is hard for the client to detect data inaccuracy.

Without direct campaign access, the client has to rely on the agency report to evaluate campaign performance. If there is a tracking error by mistake, it will be hard for the client to detect it. And inaccurate data can lead to wrong insights and wrong decision making. We have seen clients receiving incorrect traffic and sales reports for years”.

Making This One Simple Request to Your Search Agency Will Produce Major Results

Entrepreneur

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