A Good Google Ad Agency is Like a Good Granola Bar
My kids’ kindergarten teacher once said, “Not all granola bars are created equal.” This is important when you’re talking about five year olds lasting through a full school day. They need snacks that will sustain them without having them bouncing off the walls. They need fuel that will provide nutrition and allow them to focus and remain calm. Otherwise, by mid-day they’re collapsing in heaps of emotion from a sugar crash. Some granola bars have minimal natural and healthful ingredients like nuts and raisins and seeds as well as oats and honey, others are power packed with dates, cranberries and peanut butter, and then there are the ones with high fructose corn syrup and other added sugars that taste great, but would be better left for a day spent outside on the soccer field. The trick is choosing the right granola bar for the activity at hand.
The same can be said for Google ad agencies. Not all advertising agencies are created equal. This is important when you’re talking about your business being found on Google consistently. Your business needs campaigns that will sustain it without costing you an arm and a leg. It needs fuel like constant nurturing that will allow it to continually improve over time. Otherwise, it won’t take long before your ads are showing up for irrelevant keywords and your budget is being depleted with no return.
Know What You Want
So, like choosing a granola bar from all the options, how do you choose a Google ad agency that’s right for your business? The first step is to begin with the end in mind. Think about where you want to see your ads in 1, 2 and 5 years. Will you want ads on the sides of busses or park benches? Will you want ads on the radio or tv? Will you want to send special offers to prospective customers via email or snail mail? Or are you looking for a team that only works online and can get your ads to show up every place your clients hang out on the Internet? Maybe you want it all. Knowing what you want in the near future will help you narrow down your search to those agencies that can provide the services needed to reach your goal.
Set Priorities and Budget
Your next step is to decide what is most important to you and what your ad spend budget will be. To do this, think about where the low hanging fruit can be found. Is it Google ppc ads, Google display ads, Bing ads, Facebook? You can do all of these and more, but your budget will determine the best approach. For this step you just need a general idea. Nothing is set in stone and you can change your priorities and budget later.
How Do You Work?
The next step is to evaluate yourself and the agency. What are your expectations for performance? Does the agency’s results with current clients meet your expectations? How hands off/hands on are you? What level of communication do you want? The best relationships are formed when you know what you want, your Google advertising agency knows what it wants and these wants match up.
Just like granola bars, not all Google ad agencies are created equal. Some are equipped to handle businesses with lofty advertising goals while others do a great job working with businesses that focus on one type of media. When you’re evaluating an agency, take a good look at the ingredients. It will make a difference for whether in five years you’re experiencing steady growth or crashing after a sugar high.
If you are a business owner with a focus on your local community, our Google ad agency will happily provide you with a free consultation and answer any questions you have about local online advertising, and granola bars.
Click here to schedule your free consultation.