It's never simple
It's never as simple as you think. In today's world of integrated marketing, nothing is ever simple.
We're launching a "simple" short-term Google Adwords campaign for a client (while the entire website gets built). Here are all the steps it takes:
- Estimate the campaign using three different Google tools, eventually compiling a list of 300+ words.
- Recommend an estimated budget to the client.
- Get the client to approve the budget.
- Set up Google analytics to have the proper conversion.
- Re-organize the page to optimize it for the conversion.
- Get the copy writer to write a hand-ful of ads to run and test in the campaign.
- Set up the campaign in Google Adwords, with multiple ad groups.
- Start the campaign.
- Monitor the campaign.
- Test new combinations of landing pages and ads to further optimize the campaign.
Wow.
This is just a small example of how complicated the life inside an agency has become. No longer can we pitch a TV spot and expect results. Social Media, Advertising, PR, Interactive and Media all have to work together to create the big bang. The Balcom Agency is a complicated, finely-tuned machine with a million moving parts. But we all work to do one thing - move our clients forward.
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