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Hiring an agency to manage your company’s SEO and SEM programs is often a smart way to run things; however, brands must do their homework before and during the beginning of their client-agency relationship. Not all marketing agencies are equal, so you have to make sure the one you choose to do business with understands your goals, uses industry best practices – and will net you results. Not sure how? Follow these steps to run an audit of your SEM agency after you sign on:
Although you’re most likely not a professional in this arena, you should still have a general idea of what you hope to accomplish for your brand through these programs, whether its higher qualified lead volume, increased brand visibility, or some other goal. You should define what your idea of success metrics look like.
Now, compare your goals and metrics to your agency’s visions for your brand. Having everyone on the same page on these elements is crucial for accurate and meaningful communication. If your agency’s vision is wildly different than yours, it can signal trouble ahead.
One of the most consistent communication types you will have with your agency is the periodic performance reports. It is important that you understand everything that report contains, and know how to read and interpret the data.
First, make sure you agree with the brand about the goals, metrics, key performance indicators, and software that will be used to measure results and generate these reports. Next, ask the agency questions. Everyone working on your account should be able to easily answer performance questions, address your concerns, and back up their claims with data from the reports. The more open, honest, and accurate the information surrounding your reporting is, the better the relationship will be between you and your agency.
Continue to read on our blog: Auditing Your New Agency: What You Need to Look For
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