Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
The ROI on our non-brand improved more than 40%. The conversion rate improved more than 25%. On our branded side, the click-through rate improved more than 10%. We already had a 40% click-through rate on brand, and it got even higher, and the conversion rate improved 8–10%. Our impression share for brand improved 8–10%, while the non-brand probably improved by about 15–20% for the keywords we were bidding on.
In display, we more than doubled our investment with them, and the ROI was the same as before, which is extraordinarily hard to do. I know on a flat budget that the ROI was typically 30–40% higher.
How did 3Q Digital perform from a project management standpoint?
I’ve never had an issue with 3Q Digital hitting deadlines. Whenever we give them things, even if it’s last minute, we never have an issue. They’re very organized, and they have a good process. They’re able to take whatever you give them and turn it around fast. Whether it’s a report, new campaigns, or a new strategy for the campaigns, they always turn it around very quickly.
What did you find most impressive about 3Q Digital?
I’m most impressed with 3Q Digital's knowledge of all the advanced and best tactics, features, and betas. They’re always much farther ahead, and they’ve actually got experience doing them. A lot of agencies don’t have the experience. Everything I bring to them that is the latest, just-published new thing, they know it and can speak to it intelligently. I’m not paying them as they learn to do it. They know the details about everything. They seem to be ahead of most people in their knowledge and experience. When Google announces a brand-new beta, they’ve got their clients doing it a few days later.
Are there any areas 3Q Digital could improve?
I would say the biggest thing is figuring out a better process to get them the information about a new business or brand. If you’ve been established for over a year, and they know the account better, this wouldn’t be an issue. However, when we were a new client, I didn’t fully understand the best way to articulate to them the key areas that we wanted to build up.
When 3Q Digital sets you up, they look at the historical performance and other things about the business, and they build out a structure for you. They do a good job, but it was hard for me to know the best way to translate all that knowledge. I’ve had to work with them to develop a process that works to get them that information in a way that’s scalable and fits in their workflow.