Posted By Industrial Web Solutions Marketing Team on September 28, 2010

As Gregg Stewart reminded all of us in his recent ClickZ post, Google is now requiring that all SEM (search engine marketing) agencies that act as third-party campaign managers for their AdWords clients must provide their clients with a monthly performance report that includes AdWords Costs, Clicks and Impressions (number of times the ad was generated for public display).

I have to say I was quite surprised that Google uncovered a need to enforce such a requirement. At Industrial Web Solutions we provide our clients with weekly or monthly reports on just about everything we build and/or manage! We also write about the benefits of the actionable data the reports provide. To think that any company is engaging in a marketing or advertising initiative and not following its progress by examining the quantitative data is contrary to all logic.

It is true that many SEM clients just do not know which data is important or how to evaluate and effectively act on the results. That’s why you, as a business owner, would hire an agency – to provide you with the guidance, insight, and campaign management that would allow you to meet your business goals. Data is important but it is just numbers until it is tied to specific goals. In order to provide our clients with the right data, Industrial Web Solutions SEM specialists work closely with their clients before the campaign is set-up and initiated to uncover such things as:

• Business goals
• Conversion goals, including all potential roadblocks, which are then resolved before the campaign is initiated
• Keywords and phrases understood to represent the language used by potential customers to search for what the client offers
• Bid and Budget constraints
• Maximum cost per sale/acquisition requirements
• Targeted geographic areas, if relevant
• Targeted seasons or weather patterns, if relevant
• Targeted times of the day, if relevant
• And so much more

All relevant information necessary for effective campaign management is factored into both the management and the reporting strategies.

An SEM agency shouldn’t have to be told to provide performance reports. Transparency is paramount. If you don’t know how your campaign is performing for you then you are throwing coins blindly into the fountain. My advice: never work with an agency that doesn’t provide you with reporting and guidance. Save your coin throwing for the Trevi Fountain in Rome, where it is acceptable to turn your back and blindly toss in your money!

If you need help with your pay per click campaigns, work with an agency that is always upfront and effective. Call (800) 399-9859 to speak with an Industrial Web Solutions SEM specialist.

Categories: business development, content network, content targeting, google, industrial marketing, mobile web marketing, Online Directories, online marketing, search, search engine marketing, search network, seo, Technology
Tags: adwords, pay per click management, ppc management, reporting