Driving traffic to your site is a constant struggle. There are two primary marketing methods of accomplishing this, SEO and SEM.
Search engine marketing, is just like farming. It takes a lot of effort upfront sowing the seeds of content and blogs before reaping the benefits of traffic. It requires patience because waiting for inbound marketing techniques to pay off usually takes months.
With search marketing, instead of waiting for organic clicks, you buy traffic. With the help of a search engine marketing agency and the right strategy, you’ll see the results almost immediately.
Why Hire a Search Marketing Agency?
Using paid strategies can be very costly, especially if you are new to the game. It has a steep and expensive learning curve.
One often-quoted statistic from Google is that marketers earn $2 for every $1 spent on Google Ads (formerly AdWords). If that were true, everyone would be guaranteed a payout and not need help. This 100% ROI is merely an average across the board.
It’s worth investing in an SEM expert who has proven results. They know how to reduce wasteful ad spend using the right keywords. When done correctly, it can return 3 to 10 times the initial investment. One study showed that 65% of all buyer intended clicks go to paid ads. A paid ad can jump you in front of your competitors even if the search term is their brand name.
SEM agencies can help optimize your site for clicks and create relevant campaigns that attract targeted buyers. Google rewards relevant campaigns and websites with a lower cost per click.
However, before you hire any agency, you’ll want to ask a few questions.
Qualifying Your Search Engine Marketing Company
It’s critical to find the right agency to avoid the expensive pitfalls of search marketing. Here are six pre-hire questions to ask before hiring.
1. In What Areas of Digital Marketing Are They Most Proficient?
SEM is not enough. Do they have a robust social presence or experience in managing social for other clients? They need to be savvy in all areas of digital marketing, including display ads, Facebook, Instagram, paid, and organic search. Discuss the tools and knowledge they use to perform technical audits and analytics and how they will use the data to increase your traffic and sales.
2. Does the Agency Rank?
Check out their rankings on Google and relevant business sites. If they can get their agency to rank, the chances are good that they can get your keywords to rank as well.
For example, Eventige Media Group ranks on the first page of Google for the keyword “full-service digital marketing agency NY,” “marketing agency full service,” and “search marketing agency” among others.
3. Who Owns the Campaigns?
Some agencies set up client paid search campaigns under their business account. The downside to the client is when the relationship ends. They don’t have access to the historical data of the campaign.
Insist that all campaigns go into your business account and not their account.
4. Can They Provide a Range of Services?
Sure, you want them to provide search marketing, but they need to be more than a one-trick pony. Search is only one piece of your marketing puzzle. They should be able to provide SEO services to boost your organic traffic.
Additionally, a search marketing expert should offer marketing strategies that include email marketing, content marketing, and other services to boost traffic, sales, and ROI.
5. How Open and Transparent Are They?
Any reputable search engine marketing agency will eagerly share their strategy and reports with you. If not, find another one. They work for you, so make sure your team is a part of the decision making and optimization strategy. That said, you don’t want to micro-manage the process either.
If they are unwilling to share information such as keyword lists, they may be dealing with black-hat techniques that can adversely affect your company.
6. What Analysis Do They Provide?
Expect your search marketing firm to run various analytics to gauge your present situation and to create a benchmark for measuring growth. Ask for the types of analytics they do and what you can expect before running any campaign.
They should evaluate your keywords, competitors, and other KPIs for measuring on-site optimization. Ask them what reports they generate and when to expect them.
A keyword analysis is the foundation for on-site and search marketing optimization. Other reports will recommend fixes to your site to improve how various pages rank on the website.
Know Your Goals Before You Start Searching
Each business has different goals. Do you want more leads, traffic, conversion rates, lower cost per click, or sales? Make your metrics and goals understood before you start looking for an SEM agency. Let them know what a successful campaign is for you.
Paid ads can quickly become a financial black hole for companies unfamiliar with its details. Soliciting a reputable agency provides you peace of mind, as well as, a better ROI.
The Eventige Media Group has a team of search marketing professionals with ten years of experience handling every aspect of marketing and doing it without wasted ad spend.
You’ll find us listed in the top 10 New York SEO agencies out of 483 listed in Clutch, a highly respected business review site.
Contact us for a consultation and tell us what you need to achieve.