What was the scope of their involvement?
Metric Theory coordinated an overhaul of how our Google Ads were arranged. They also created new target audiences and standardized how we tracked our campaign effectiveness. Our reporting structure is more refined now, and we have a clearer path for how we map our customer journeys.
We rely on Metric Theory to manage our paid advertising presence on the Google Display Network, which includes display ads and search marketing. They also run our paid social media marketing (SMM) on LinkedIn and Facebook. Further, we are breaking into paid advertising on Bing and Reddit. We’ve introduced targeted ads because we hadn’t done those before. Metric Theory conducts A/B testing for certain ads, and I take those results to our creative team to help drive new versions when necessary.
We’ve recently converted to a marketing-qualified lead (MQL) model as opposed to a raw leads number goal. We’re a startup, and our strategy changes a lot, so everybody has to be nimble. When we made that change, Metric Theory didn’t flinch. They pivoted quickly with us, and they reorganized all of our programs to maximize the most efficient CPL.
What is the team composition?
We've worked with several members of their team in various capacities. Geneva (Senior Manager of Digital Strategy, Metric Theory) serves as our primary account lead. Zach (Senior Account Manager, Metric Theory) is our SEM channel manager, and Jeff (Account Manager, Metric Theory) handles our social channels. They've also assigned a number of support analysts across social and search channels. Finally, Brittany (Senior Director of Account Services) is our executive sponsor.
How did you come to work with Metric Theory?
Once I assumed my position, a colleague and I found Metric Theory through an online search and a vetting process of their reviews. We considered two other agencies, but it was clear through our research that Metric Theory was widely regarded as the top firm. During our interview with their team, we learned that we would have an expert assigned to each digital channel. We preferred that over scenarios offered by other vendors, which seemed to have jacks of all trades running the campaigns. Given how much money we were spending, we wanted a specialist in charge of each pipeline.
How much have you invested with them?
We spend around $20,000–$25,000 per month on their agency fee.
What is the status of this engagement?
Our engagement began in October 2018 and remains ongoing.