Do you have any statistics or metrics to track improvement from the project?
I look at return on ad spend. I look at how it is performing versus paid text ads. I’m looking at the number of transactions on a weekly basis. I look on an ROI [return on investment] basis and on a volume basis. I have metrics set up in ranges that I’m looking at. It varies from week to week. Some of the channels fluctuate wildly.
Google is consistent but Shopping.com can be crazy in terms of variance. We’re looking at what the overall ROI is for the channel, and they gave me a week-to-week report that shows me the number of transactions, the amount of spend, and the ROI on all the different channels. I can make sure I don’t have any major problems with a single channel and that my overall campaign goals are being met. I’m not in my accounts hardly ever. I’m looking at the big picture from them.
Are you satisfied with their performance?
Yes. They perform well overall.
Is there anything unique or special about CPC Strategy that really makes them stand out compared to other business partners?
I get good attention from pretty high up people inside the organization. I don’t know how that compares. I know the founder and the co-founder is my account manager. Even though they’ve gotten to be a fairly big company, I feel like I get good service from the people who have a vested interest in making things happen.
What advice would you give to future clients of theirs?
Make sure your analytics are really solid, that you understand your attribution and that you know exactly how to count wins and losses because they can try to achieve for you what you want, but you need to be able to measure and show them what you want. Don’t be afraid to push them for volume. One thing I’ve heard from them is that they’re always trying to measure to what metrics you want. Sometimes, there’s volume left on the table doing that. Remember that they are going to try to be conservative to hit your goals. You need to push them to be more aggressive.
Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?
There have been a couple of mistakes during the last couple of years. We run promotional campaigns on PLAs, and it expired once. I saw the impact on my business right away. That’s my only negative. There’s been two or three of those mistakes during the past two years.