The Digital Marketing Agency Scam


5 things to check if you’re being ripped off by your web marketing agency.

“This is an AUTOMATED transcription of the video. Please disregard grammatical errors”.

00 : 00 Start of transcription

So hello everyone and welcome to a new video! What are we going to talk about today? Let’s talk about the competence of web marketing agencies in general. Whether it’s SEO agencies, Adwords agencies, graphics agencies, etc., we’ve got you covered. In this vast world full of charlatans, let’s take a look at how, quickly, you can find out if the agency you currently have or want to hire is a competent one. Small disclaimer: Google Adwords Certification is worthless! To put it mildly…

The first thing you need to know about your marketing agency is whether you have access to conversion tracking. So are there any conversion tags installed in your Google Ads campaign? Very humbly, what is a conversion? This is an action that the potential customer will take after clicking on your ad. For example, I’m looking for window cleaning and then I’ll go to Google; I’ll type in window cleaning. I’ll click on your ad because you’re a window cleaner, I’ll come across your website. So now I’ve just cost you two dollars because I clicked on your ad but I haven’t done anything yet; I just came across your ad. So for me to convert, so for me to be counted as a conversion, I’m going to have to take some kind of action: call you to ask for a quote or to do a glass backwash; go straight to your offices; fill in a form, for example, or send you photos of my house so that you can make an estimate, etc. I’ll have to do it myself. You understand the principle: for me to be counted as a conversion, I’ll have to take action, i.e. a concrete action that will bring you closer to your sale. So it’s really the basis of Google Adwords or, indeed, any People Click campaign; whether it’s Facebook Ads, Linked In Ads; whether it’s Google Adwords, it’s all the same. It’s very important to know, of course, how much it costs you to get this lead, because without these figures, you’re going to know how many people clicked on your ad, how many people saw your ad, how much it cost you, but you’re going to have absolutely no idea of your return on investment or how much you were able to or did generate as a result of this, this five hundred dollars, this ten thousand dollars spent monthly.

So to see if your Google Ads campaign has conversions or conversion tags in place, it’s very simple. All you have to do is go to the Tools menu at the top, click on conversions and then see if you have any conversions.

Second point: it’s extremely important if you have conversions on your account. Congratulations, the first stage has been completed. The second step is, of course, to check whether these conversions make sense. So if these conversions bring you a real gain because, once again, a conversion can be anything. And then, I’ve already seen in a customer account for a major automotive supplier, a major car dealer that I won’t name, an agency that had made sure that a conversion was counted as someone visiting the Contact page without taking any action. So for them, a conversion was when someone clicks on the ad, goes to the Contact page, it counts as a conversion when it doesn’t make sense. Because if the person didn’t call at all, didn’t ask for an estimate for the car, didn’t call for any other reason, it’s still not on the spot, it’s not going to change anything; the person did absolutely nothing. All she did was go to the contact page. So this is a very bad conversion. Sure, it sounds silly, but the second step is to make sure the conversions make sense. Quickly, a meaningful conversion is: a call, the filling in of a contact form, a sale or, if you’re a physical store, the opening of a GPS location. Of course, there are even others, there may be exceptions, but if you realize that you’re on the Contact page or that a conversion is counted when someone clicks on a strange button on your website, I’m going to ask the agency that handles your Google Ads some questions.

Third point: the dynamic phone number. So are calls tracked? So do you know, if you have twenty people in a day, calling your company; do you know that five of them are coming from SEO – so they’ve come straight from Google? Five people come from Google Ads, and then ten people come from social networks, for example? So, there are several software programs available, including Callrail, Twilio etc. Today, it’s made ultra-simple to simply add numbers, what we call dynamic numbers; dynamic phone numbers that will ensure that phone number 1 will appear when someone comes from Google Ads; phone number 2 will appear when someone comes from Google Ads. natural referencing, etc. So we’ll be able to really separate the calls generated by your People Click, i.e. your new Google ads campaign, Facebook etc. from what you haven’t paid for, for example for your referencing, postings on social networks etc. So it’s very important that this number is dynamic, that it changes and is redirected to your business number, i.e. to your office, to your business telephone number.

Fourth point: Do you A/B test your ads and your destination url? So, do you have an A version and a B version of each of your ads? So for example, with call-to-actions [06:22] that are different, copywriting that is different, so the writing of your ad that is different; you bring an additional angle on version B that you want to test against version A to find out which is going to perform better? Do you do that? Does the agency that handles your Google Ads do this? It’s important to do this on the ad level, and then on the destination url. So, for example, will putting your testimonials in the second section of your landing page bring you a higher conversion rate than, say, putting them last? Will putting phone numbers on the first, second and third layers of your landing page bring you more conversions than, for example, if you only put them at the top of the header? Will the blue button bring you more money and conversions than the red button? Etc. So it’s important to make sure you A/B test your ads, your destination url and your landing page.

Fifth and last point: it’s the relationship you have with the person in charge of your web marketing. So is it someone you trust? Is it a person who, for example, if you have trouble understanding certain web marketing terms, will this person popularize those terms for you? Is it someone who will be able to meet your needs? Is it someone who, when you ask a question, answers it quickly, completely and sympathetically? So it’s really a big [08:09] organized feeling with your feeling? Does the person in charge of my web marketing really care about my success or the success of my business, or does he just want to charge the most, or does he just want to think about the money I can bring him?

So I hope you enjoyed this video. If you have any questions, please don’t hesitate to ask in the comments. Contact us on Facebook, contact us for a free consultation, contact me. Send me a message; I don’t care, I’ll get back to you. And on that note, see you in the next video!

08 : 50 End of transcription

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with more than 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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