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  • Your Agency Landed the White Whale Client - Now What?

    When you hear the term “white whale client,” you can probably picture one that your agency has wanted to land for some time now, has had the opportunity to pitch, or you’ve recently won their business, and now they’re investing in your digital marketing services. Each agency will have its own definition of a white whale client, but there’s one universal truth: they require elite performance to retain them. What does a white whale client look like at your agency? It could be one or any combination of the following: A notable business in your local market A business that spends over a certain (high) dollar amount in marketing A major regional, national, or global corporate entity A specific, notable brand in an industry that you serve A company that you’ve admired for some time that you’ve always wanted to work with A nonprofit or government organization that shares values you’re strongly aligned with There are also many other parameters that you could use to define what a white whale client is. For many agency leaders, when you have the opportunity to pitch the whale, you remain laser-focused on landing the account and may have to “figure out the rest later” once the work agreements are signed. This is a common reason why agencies like yours talk to us at Conduit Digital on a regular basis. They’ve landed one of, if not the biggest client in their agency’s history, and now they need to deliver on what they pitched. If you’re in that situation and you’re looking for what to do next, this guide is for you. Today, we’ll be going over everything that you need to know about what to do once you’ve landed the white whale client. Start By Considering How the Whale Impacts Other Clients The first step when you’ve landed the whale is to consider how it impacts other clients. If you’re a mid-sized agency with 10-20 clients, having one big white whale client can be great from a revenue perspective, but something that needs to be considered is the workflow and resources this account requires. Consider whether or not you have the capacity to devote the same amount of attention to your other clients as you do with the white whale. If not, you may want to consider outsourcing some tasks or hiring new employees in order to make sure all of your clients’ needs are taken care of properly. Next, Consider Your Team's Skillset and Expertise Another important step is to consider your team’s skill set and expertise when it comes to the white whale client. If you don’t have the right people in place, then this can be a major roadblock to success. Take some time to think about who on your team has the right background and skillset to handle the work that will come with having a white whale client. Do you need to hire additional employees with specific skill sets? Do you need to join forces with an external partner to fulfill any aspects of your ad operations needs for the campaign? Leverage Technology For Efficiency and Scalability Leveraging technology is also key when it comes to managing a white whale client. Technology can help streamline processes, increase efficiency, and ensure scalability as the scope and needs of the account increases. Look for software or platforms that can automate various tasks associated with managing the white whale client, such as optimizing campaigns, tracking performance metrics, setting alerts, etc. These types of solutions will not only save you time and money but also help you be more efficient when it comes to managing and servicing the white whale client’s needs. Get Help From a White Label Partner Finally, don’t be afraid to reach out for help if you find that managing a white whale client is becoming too much of a challenge. There are plenty of digital marketing agencies and white label partners who specialize in taking on the responsibility of managing complex campaigns with high-profile clients. They may also offer expert-managed services that you do not currently offer in-house, saving you the headache of crash-coursing new digital disciplines that you may not realistically have time to learn. By partnering up with an experienced agency or white label partner, you’ll be able to free up more time and resources for other important tasks related to servicing the white whale client. Plus, you can rest assured knowing that the client is in good hands. When searching for the right white label partner, look for one that not only claims to offer elite performance but also has the means to back up these claims. Also, consider how they communicate with your agency, how their processes integrate (or don’t) with your own, and whether or not they can truly scale with you. If you’ve recently landed a white whale account, let’s talk. At Conduit Digital, we partner with established and successful North American advertising and marketing agencies to deliver elite performance, backed by proactive communication and comprehensive reporting, for your clients. To learn more about how you can unlock the power of 17 digital channels through one single partnership, connect with Conduit today.

  • How AI-Based Search Will Transform the Future of SEO

    Aug 11, 2023 When voice-enabled search features were first introduced, many thought this new way of using search engines would become the next digital frontier for search engine optimization (SEO) and paid search (PPC). However, that didn’t come to pass. With voice search, one glaring limitation would prevent it from meaningfully competing against text-based searches: privacy. Speaking into your phone requires you to audibly enter your query into the search engine. If you want to ask Google or Bing something confidentially, you are not always able to with voice features. Sure, voice searches are fine for asking where to find a nearby restaurant. However, they could easily prove the less-preferred option for questions of a more sensitive nature like seeking medical, financial, or legal information. This year, Microsoft’s Bing transformed the search engine landscape by introducing Bing AI. Instead of entering a query and letting an algorithm compile its best guess, a sophisticated artificial intelligence model actively searches the internet for the most up-to-date information that answers your questions, all while compressing the information into a concise response with links to websites for the users to read further. The craziest part? Microsoft released Bing AI for free to anyone with a Microsoft account and the latest Edge browser. All you need to do is create an account to start using it in your searches. While Bing AI is fully rolled out and available to everyone, Google is not far behind. The undisputed search engine leader has worked diligently behind the digital curtain to introduce new AI-based features to enhance the user experience. Some new Google AI features on the horizon include: Immerse View for Google Maps where the app allows you to see the actual streets you’ll be driving on rather than a 2D graphic of the roadways. Magic Editor for Google Photos where AI will automatically enhance your favorite photos that you want modified to enhance visual elements, remove visual elements, and many other features without you needing to know tools like Adobe Photoshop. PaLM 2: An advanced model based on logical reasoning that could be used for complex tasks like debugging code and providing advanced medical insights in over 100 different languages. Bard: Google’s generative AI model intended to compete with tools like ChatGPT, will only grow more intelligent and capable with the vast amounts of first-party data the platform has at its disposal. The one that stands out the most in regards to SEO, however, is the new Search Generative Experience (SGE). Google’s SGE will operate almost exactly like Bing AI, with its ability to provide conversational search results that synthesize information from more than one source online, all presented in a tidy format at the top of the page that is easy to read. So, where does SEO go from here? Is SEO another profession that will be eaten alive by the machine overlords? No, and today we’re going to cover why AI-based search is not only the future of SEO, but why SEO matters more than ever. First, let’s explore why AI-based search really is the wave of the future, compared to voice search. For purposes of convenience, any screenshots we share here are done using Bing AI, as it is already a fully developed and widely available tool. We’ll be updating this later once Google SGE becomes a universally accessible asset for more users. Why Will AI-Based Search Do What Voice Couldn’t? AI-based searches not only provide the convenience of voice search, but they can also maintain users’ much-valued privacy. You can type in a phrase or question as you would with a standard text-based search and receive a more tailored response. The results also contain resources from other sites that are pre-selected by an AI model that has done the heavy lifting and scoured billions of web pages for you in seconds to find the most credible information possible. Obviously, for any agency incorporating paid and/or organic search into their service offerings, this presents a seismic shift in the industry. Instead of relying solely on established best practices to rank highly for traditional text-based searches, strategies now need to incorporate positioning a client’s website to be viewed as highly credible and trustworthy by an AI model that is more selective and places a heavier emphasis on the quality of information. How AI-Based Search Results Differ from Traditional SERPs Answers Are Specific and Personalized Because most of these AI-assisted search engines are using a more conversational approach to curating results for you, users can expect a more tailored experience. Beyond initial results, you can also continue the conversation to dive deeper into certain topics or refine your results over multiple iterations. Along with this change, it can be reasonably expected that a more personalized organic search experience will be expected by users in the future. AI chatbots are designed in a way to act as if they are conversing with you like they’re your own personal assistant. You Will Only See a Few Results at a Time When tools like Bing AI’s Chat feature or Google SGE compile search results, they condense the information into a single body of concise text along with links to sources if the user wants to dive further. For instance, if you want to learn about white label digital ad operations, you might receive a response like this with a familiar domain in the Learn More section: As you can see above, Bing AI condensed the information into a single paragraph with some additional bullet points for specificity. Then, it curated its top-four external resources to provide you with more information if you want to dive deeper into your search. If you are content with the information you are given, then you can count the AI-generated response as sufficient and continue with your day. Greater Potential for a Multimedia Experience AI-powered search engines like Bing AI can not only provide text-based answers, but they can also generate images you might request. As an example, we asked it to create pictures of a coffee cup containing fancy latte art. Below, you can see that it was able to do this within seconds and with minimal effort. With AI powering your searches, the results will have a greater potential for a more visual multimedia experience. To position your client’s ranking potential, optimizing images, including alt text, file names, and descriptions will be a necessity and not just an extra finishing touch. How AI Search will Transform Your SEO Strategy Domain Credibility and Authority Matters More Than Ever Compared to traditional SERPs, AI-based searches focus on curating the most authoritative and credible sources possible for their responses. As part of that, these programs heavily consider the domain authority and credibility of a website. Providing credible, authoritative information on your website that strays from self-promotion will be the dominant strategy here. Couple this with Google’s increased emphasis on content that is objectively helpful, and the brands that emphasize helpful information over promoting their exact brand and business model will dominate the SERPs. Many clients tend to want to produce content for their website that aligns exactly with their business model and product or service offerings while also promoting themselves somewhere within the content. This is not considered “helpful” by Google’s standards. Instead, information that could be applied to a topic or industry at large is considered preferable, regardless of whether or not it mirrors a business’s exact way of operating. Quality Backlinking Will Be Essential As AI-powered search engines compile their results for users, part of their methodology for assessing a domain’s authority will be its backlink portfolio. If you’re new to SEO, essentially a backlink is created on your client’s website whenever another domain links to its content. For example, a blogger in the same industry might link to a blog on your client’s site as a source for their own writing. A desirable backlink is one from a credible domain with relevance to your industry or the topic your content is centered on. Links from spammy, irrelevant, or oddly structured sites are considered “toxic” and can negatively impact your domain authority if not dealt with properly. In essence, if your client’s website is swarmed with toxic backlinks, search engines will likely also view your site as a low-authority domain. Keeping on top of toxic backlinks and acquiring ones from quality sources will continue to remain a priority for organic search. Great Content Will Matter More Than Ever Since the dawn of SEO, various thought leaders, reporters, and influencers in the profession have proposed new strategies to leverage content to dominate organic search. These tactics and best practices have evolved as search engine algorithms have grown more sophisticated, but one thing remains the same: Content is a competitive world. What is one of generative AI’s current most-useful tools? Content writing. With the power of tools like ChatGPT in SEO professionals’ digital toolkits, maximizing content production will turn into something of a virtual arms race to try to cover as many topics and keywords as possible. Beyond the production of content, though, its quality will matter more than ever. As AI models compile results for search users, they will rely on the well-written, authoritative, and helpful content that your clients provide on their websites. For example, if a local search user is looking for great camping spots in Upstate New York, and your client is a camping equipment store in the area, you have an immense opportunity to leverage their brand to provide credible information to that audience member! LEARN MORE: How to USE AI CONTENT GENERATION. Optimize Your Media Assets! As AI-based search engines are able to retrieve media files from the web that match a user’s prompts, having your images and videos properly optimized will be non-negotiable. This could include essentials like: Using keyword-optimized ALT text for your images Choosing descriptive file names for images and videos Making sure that your YouTube channel’s video information is optimized for organic search Local SEO Strategies Need to be Airtight Tools like BingAI are currently able to leverage your device’s location to provide you with a list of locations in your area that are relevant to your searches. Within the response, it can also supply the actual business listing with directions and phone numbers to call. With this in mind, managing directory listings for your clients and ensuring their business information is as accurate as possible will both be necessities for competitive performance. When people are able to interact with their business directly from an AI chatbot’s response, this level of convenience has immense potential to spur significantly more interaction. Long-Tail Keywords Take Center Stage AI-assisted search engines like BingAI distill the most essential part of your search into a long-tail keyword. Looking at the example below, you can see how it transformed a question into a highly specific keyword search: From an SEO perspective, this long-tail keyword would be a low-volume keyword (not many people are searching this on a regular basis), but also likely one where competition is not high. As new SEO strategies are built with AI in mind, dedicating equal time to focus keywords (high volume) and granular long-tail terms that are immensely relevant to your client’s business model will become the new norm when building keyword lists. Similarly, incorporating multiple variations of keywords and long-tail phrases will need to be kept in mind. Giving AI-based search engines the ability to align their long-tail surveys with your content will highly increase the chances of your pages being recommended in chat responses. Double Down on Mobile-First The earliest viral generative AI programs, like ChatGPT and Jasper, were first developed as browser applications meant to be viewed via a desktop or laptop. Now, most generative AI programs are starting to offer mobile apps to best align with the majority of users who conduct most of their online activity via smartphones and tablets. For example, these are just some of the notable generative AI apps that are available via iOS and/or Android: Bing AI Snapchat’s My AI ChatGPT Jasper Google Bard We can reasonably expect that AI-based search engines will also determine a page’s quality in a similar way to traditional algorithms based on various user experience features like quick site speed. With that in mind, continue to optimize toward the most seamless mobile experience possible for your client’s website. Be Ready for an AI-Based Search Engine Optimization Future So, with everything above, what can we take away? Here’s a few key points that stand out: AI will only become a more prominent search engine tool in the future Currently, AI tools have incredible features that enhance the user’s search experience Over time, SEO campaigns will have to factor in how AI tools use search engines to serve users as a key component of the strategy At Conduit Digital, we are the white label digital marketing partner for established and successful ad agencies in North America. We equip your agency with the ability to say “yes” to any new client opportunity by extending your in-house ad operations with 17 digital marketing channels operated by expert U.S.-based analysts. To learn more about how you can leverage us as your white label SEO partner for an AI-driven landscape, let’s talk.

  • Scaling Ad Management: Mastering the Transition to High-Value Accounts

    Working with larger accounts involves so much more than scale. Expertise, experience, and infrastructure play crucial roles in navigating and managing Enterprise-level accounts. Managing ad campaigns at this enterprise-level scale requires a whole different approach compared to handling businesses at the local level. The importance of these Key Accounts to the Agency cannot go understated and should be treated and prioritized as such. Here are a few tips we’d like to share with you to help manage these large dollar accounts so that they not only thrive but grow! The Importance of Enterprise-Level Management Managing enterprise-level accounts involves high stakes and a thin margin for error. These key accounts require a precise, expert, and strategically foresighted approach. The complexity of these accounts extends beyond the increased budget to include intensified scrutiny and expectations. Recognizing their critical importance is the first step in enhancing your management strategy. These are not just clients; they are pivotal partners whose success is directly tied to your agency’s reputation and growth. Elite Account Onboarding: Starting off strong This crucial phase sets the foundation for tailored strategy development and ongoing success: Thoroughly research everything about the client Conduct internal team orientations to brief your team on the client’s importance as a key account and outline their responsibilities. Understand what has and hasn't worked in the past to consistently deliver appreciated value. Ensure your most experienced team members manage these accounts, not someone new, due to the complexities involved. Leverage platform partners for planning help; these platforms provide vertical-specific data and performance metrics. Use every tool available to refine your strategy with data-driven precision. Elite Performance: Upgrading the Account and Setting Clear Success Metrics Set clear expectations with the client relative to the opportunity, not just the existing budget. Ensure alignment on performance measurements of success Ensure your GTM tracking is precise, focusing on meaningful transparent metrics rather than vanity metrics. This will help eliminate scope creep (continue reading for how to mitigate scope creep!). Implement quality control processes, such as having another set of eyes on campaign changes and setups, to prevent issues and optimize setup. Spend more time on the account, go beyond platform optimizations, and look into CRO (Conversion Rate Optimization) and creative messaging data. Most importantly, have fun and test! these accounts spend quickly and the amount of data you have at your disposal is awesome. With more resources at your disposal, the opportunity to test and optimize your campaigns is tremendous. Experiment with different strategies, leverage the abundance of data and continually refine your approach. This not only enhances performance but also provides deeper insights into what resonates with your audience. (Important Note: Just please make sure you are constantly communicating what you plan to test. Clients hate surprises and will appreciate that you're communicating proactively.) Speaking of communication... Elite Communication: Scaling Communication with High-Value Clients Clients with larger budgets expect and deserve superior service levels. Implement a communication strategy that includes: Regular updates, comprehensive account analyses, and strategic consultations to build trust and foster a collaborative relationship. Transparent tracking linked back to campaign goals to address scope creep and prevent irrelevant activities that waste billable hours. Create a particular and transparent Tiered system of support deliverables that provides effective and efficient communication of your performance output that you can manage profitably. Case Study: A Model of Success Consider the story of Conduit Partner Agency, which escalated a client's budget from $65,000/month to $1 million per month in one year through elite strategic performance and communication. Conduit increased monthly purchases by 1,590% while reducing the Cost Per Purchase by 70%. Conduit armed our Agency Partner with performance-driven Account insights and analysis, deep dives backed by our real-time data, and Strategically aligned Account Calls leading to constant momentum and opportunity. Conclusion Scaling ad spend management for enterprise-level clients is an art that blends strategic intelligence with operational excellence. This transition requires not just a tactical shift but also a growth-oriented mindset. Confidence builds with experience, supported by a foundation of comprehensive understanding, expert execution, and dynamic client engagement. Don’t be afraid to reach out if you find that managing these “Whale” Clients are becoming too much of a challenge. Conduit’s superpowers are managing large multi-channel campaigns and have built up our confidence from experience. We also offer expert-managed services that you do not currently offer in-house, saving you the headache of crash-coursing new digital disciplines that you may not realistically have time to learn. By partnering with Conduit Digital, you’ll be able to free up more time and resources for other important tasks related to servicing the “Whale”. Plus, you can rest assured knowing that the client is in good hands! At Conduit Digital, we promise to reduce the risk of streamlining, upgrading & scaling your clients so you can become the best digital agency in your market. To discover how you can unlock the power of 20+ digital channels through one single partnership, Schedule Your Free Discovery Call Today!

  • How to Integrate AI Marketing Tools Into Agency Services

    Aug 18, 2023 Artificial intelligence (AI) has introduced a paradigm shift in the world of digital marketing. From automating mundane operations to synthesizing and summarizing complex information and writing content, we’re only at the beginning of what these tools are capable of. Understandably, though, agency leaders are each approaching these new innovations at their own pace. If you own an ad agency, how have you handled using AI? Have you become a heavy adopter of the technology, or are you watching and waiting to see how it will more fully impact your business model? Having concerns about AI is completely fair. It takes work out of human hands and entrusts them to a machine that has been trained by humans to repeat similar tasks. That requires confidence in the technology, and you may not have found that comfort zone yet. However, it can’t be understated that AI marketing tools are immensely beneficial once you start to use them in a responsible manner. They can offset much of the recurring tasks that once needed to be completed entirely by hand, such as writing copy for SEO blogs or meticulously setting up each aspect of a Google Ads campaign with tools like Performance Max. Simply put: Once you find the level of AI that you’re comfortable with, you’ll often find that it enables your team to be better marketers rather than take away from the value that your agency provides. Would you rather your copywriter spend more time crafting each piece of content by hand, or would you prefer them to have the ability to produce two or more blogs in the time it used to take them to write one? If you’re exploring the possibilities of using AI in any capacity at your digital marketing or advertising agency, this guide is for you. Today, we’re going to cover the essentials about using AI, where its limitations are, and how you can find other solutions when AI isn’t enough to drive elite performance for your clients. AI in Marketing: More Than Just Tools AI in marketing goes far beyond the mere use of AI marketing tools. It is a vast field that encompasses a wide range of algorithms and machine-learning techniques. These can process data, predict consumer trends, and automate various marketing tasks. Recently, we’re seeing a new wave of AI-based search engine tools designed to enhance the way Google and Bing provide answers to users. Understanding AI's broad scope is essential. It's not just about automating mundane recurring tasks but about providing insights into customer behavior, optimizing marketing campaigns, and enabling personalized customer experiences. The importance of creating a strategic approach that incorporates AI at various touchpoints can't be overstated. This broader understanding helps marketers tailor strategies to better meet the needs of their audience, aligning with brand goals and customer needs. Integrating AI: A Step-by-Step Guide 1. Define Your Goals and Objectives Understanding what you want to accomplish with AI is your first step. Whether enhancing personalization, automating ad campaigns, or anything in between, defining clear objectives is paramount. Before diving into AI, ensure that your objectives align with what AI can achieve. This involves understanding both the capabilities and limitations of various AI technologies and how they can serve your specific needs. To further identify the best marketing AI tool for your agency, decide what tasks you would want AI to perform for you and which ones you think are best left in the hands of a human operator. Each agency will have different preferences, so choose which areas you think your team will have the most impact and provide the most value for your client’s campaign. 2. Select the Right Tools and Platforms The market is indeed flooded with AI marketing tools designed for different purposes. Researching and finding those that align perfectly with your goals is essential, be it for SEO optimization, PPC campaigns, content generation, or predictive analytics. Identifying your agency's specific needs and selecting tools that meet those needs requires careful review. Factors like scalability, user-friendliness, and integration with existing systems should be taken into account. Don’t be afraid to test multiple solutions for the same task, either. Ask AI developers for product demos, watch tutorials on YouTube or elsewhere, and don’t be afraid to contact these companies for more information about their capabilities. If you’re investing in AI, you should select the best one to provide the greatest returns. 3. Train Your Team AI tools can be complex. Providing comprehensive training for your team is crucial in order to empower them to use the technology productively and responsibly. Training ensures that your team leverages the full potential of AI, helping them grasp the intricacies of the technologies they will be working with. Many AI tools are designed with the experience of the end user in mind, so they are often rather simple and can be utilized effectively after a little bit of practice. 4. Implement Incrementally, Measure, and Adjust Don't overhaul your strategy overnight. Implement AI gradually, starting with one aspect of your marketing plan. Monitoring results, learning from them, and then expanding is a wise approach. A phased approach ensures that the transition to AI is smooth. You can adjust your strategy based on real-world results, thus making incremental changes that align with your overall goals. Utilizing metrics and analytics to continually evaluate how AI is affecting your marketing strategy is vital. The landscape of AI marketing tools is constantly evolving, so adapting as necessary ensures you stay ahead of the curve. 5. Create an AI Code of Ethics AI provides immense potential for agencies, but it also comes with some risks. For example, tools like ChatGPT makes writing easy, but they can also not guarantee factual accuracy or freedom from plagiarism. Here, the responsible use of AI matters more than ever. Create a code of ethics around each use case that you implement AI at your agency. How do you plan to handle these tools, what quality assurance measures do you have in place, and what is your alternative when AI cannot solve a problem that you have? Consider these, write them down, and plan to communicate them to your team. Learn More: How to Use AI Content Generation Agencies Ask: Will Marketing Be Replaced by AI? AI has dramatically altered the marketing landscape, but it's not without limitations. The question "Will marketing be replaced by AI?" can be answered by understanding the limitations of the technology, such as: Lack of Creativity: AI tools are mostly intended to work off of the inputs entered by humans. This requires a creative user with innovative ideas, emotional intelligence, and strategic thinking that only a human can provide. Dependence on Data Quality: AI needs excellent data to perform at its best. Inaccurate or biased data can create misleading results. A data architecture created by human strategists remains an essential component of digital campaigns. Cost-Effectiveness: Depending on the AI tool used, costs can add up quickly to the point where you may be just breaking even rather than profiting from the investment. As you grow, you might find that machines are not your finance department’s best friends. Inability to Self-Regulate: AI cannot self-regulate or put itself through an objective quality control process. Ethical Challenges: If you serve clients in specialized industries like medicine, finance, or legal services, there is an inherent risk. Providing your client’s audiences with inaccurate information could create liability for their business. Someone with industry knowledge is still necessary to review the work performed by AI to safeguard against these issues. Beyond AI: White Label Digital Agency Partners As we saw above, AI does not come without its limitations. It can also not solve every challenge that your agency faces. Sure, it has plenty of conveniences and it helps every agency fill some needs, but when it comes down to elite performance, you cannot just AI your way to the top. A white label digital agency partner is a team of digital marketing and advertising experts that assist your agency in offering an elevated service for your clients. Whether you are facing scope limitations, hiring challenges, issues with managing multiple vendors, or you’ve landed a white-whale client and need to deliver, your agency partner can help you. For example, say your agency excels at SEO and social, but you do not have any programmatic advertising experts in-house. You’ve landed one of the biggest clients in your agency’s history, but they require OTT advertising as part of the campaign. In a scenario like this, you can solve your scope, hiring, vending, and white-whale-sized client challenges in a single solution. Leveraging your partnership with a white label agency, you can entrust their white label OTT advertising campaign to an experienced analyst and re-label any deliverables, reports, or communications under your agency’s own brand. This allows you to maintain greater control over the service you provide to your clients in a cost-effective manner that does not require you to take on more overhead. Connect with a White Label Agency Partner Today At the end of the day, AI has plenty of helpful use cases, but it’s not a perfect problem-solver for everything. When you’re facing new challenges that machines cannot solve, there are other strategies to navigate the changing tides. Let’s break it down into a simple takeaway: Use AI tools to boost efficiency, and leverage a white label agency partnership to boost performance. That’s where Conduit comes in. At Conduit Digital, we strive to serve successful ad agencies across North America as the elite white label ad operations performance partner. With 17 expertly managed channels in one single partnership, we deliver superior results for your campaigns all from our office in New Jersey. To learn more about how we can help your agency scale further, let’s talk.

  • Maintaining Client-Agency Relationships When You're Over-Bandwidth

    Many agencies frequently encounter scenarios where the demand from clients exceeds their available resources. Being over-bandwidth presents a significant challenge: ensuring client satisfaction without stretching the team too thin. Identifying signs of resource strain early is critical. Symptoms like missing deadlines, communication gaps, and a decrease in team morale are clear indicators. Addressing these issues promptly is essential to prevent any negative impact on service quality and client relationships. Achieving scalability at your agency is a two-sided coin. On one side, developing new business consistently contributes to your growth and profitability. At the same time, this cannot be done sustainably unless you’re able to successfully retain the clients you already have. If you find yourself in a situation where you’re adding more clients at the expense of serving your current clients, this is where client retention is threatened. Thankfully, there are some steps you can take to mitigate the impact on your current clients while you’re landing new ones. Are you struggling with maintaining a healthy client-agency relationship when you’re over bandwidth? If so, this guide is for you. Today, we’re going to talk about just that. First, let’s start with something you can immediately control - prioritization and delegation of tasks. Effective Prioritization and Delegation The cornerstone of managing an over-bandwidth situation is prioritization. It’s vital to assess the urgency and importance of tasks and distribute them accordingly. This prioritization ensures that the most critical tasks are addressed first, safeguarding client satisfaction and project timelines. Equally important is delegation. Utilizing the strengths of each team member optimizes efficiency. It’s not just about completing tasks, but also about ensuring they are handled by the most capable hands. This not only maximizes productivity but also prevents team burnout by evenly distributing the workload. To effectively prioritize tasks, agency leaders should implement a system that categorizes tasks based on urgency and impact. One method is the Eisenhower Matrix, which divides tasks into four quadrants. This system helps in quickly identifying which tasks require immediate attention and which can be scheduled for later. The quadrants include: Urgent and important: These tasks are vital to your agency. If ignored, they could result in negative consequences that are immediately felt. Important but not urgent: These are tasks that can perhaps be postponed by a week or two, but eventually, they may become more urgent if left until the last minute. Urgent but not important Neither urgent nor important In terms of delegation, it’s crucial to have a clear understanding of each team member’s skills and strengths. Regular skill assessments and open communication about team members’ interests and career goals can provide insight into who is best suited for various tasks. Additionally, implementing a project management tool can aid in visually assigning and tracking tasks, ensuring that everyone is aware of their responsibilities and deadlines. For effective delegation, leaders should also provide the necessary resources and support for team members to complete their tasks. This includes clear instructions, access to required tools, and an open-door policy for any questions or concerns. Regular check-ins can help track progress and provide support wherever it’s needed. Enhancing Efficiency through Technology Technology can be a powerful ally in managing workloads. Automation tools and project management software streamline tasks, reducing manual effort and freeing up time for high-priority work. These tools also enhance accuracy and consistency in deliverables, a key factor in maintaining client trust and satisfaction. However, when tasks are left in the hands of automation software and artificial intelligence models, having quality assurance process in place is critical. Quality can vary, and if you are in a cycle of cutting and pasting this work into client deliverables without checks and balances, this could potentially leave your agency open to client dissatisfaction. Learn More: How to Integrate AI Marketing Tools Into Agency Services Transparent and Consistent Communication Open communication channels with clients are vital. Setting realistic expectations is a must, as is keeping clients regularly updated on project progress. Regular client interactions, even for small updates, assure clients of your agency’s commitment to their project. This proactive communication approach can preempt concerns and build a stronger client-agency relationship. Strategic Collaboration with External Partners As your bandwidth increases, you may decide that you need to expand your in-house team through new hires. Depending on the geographic area and the talent pool of your local market, finding the right candidate may seem near-impossible. That, or you may find that having to recruit and train someone from the ground-up will take too much time and bandwidth in and of itself. In these situations, a solution beyond your agency’s walls might be the answer. Sometimes, the optimal solution to bandwidth constraints is external collaboration. Forming partnerships with partners like white label digital agencies can bring in additional expertise and resources without you having to furnish additional overhead. This strategy allows agencies to handle complex projects without diluting the quality of their services. Selecting the right partners is crucial. They should share your agency's commitment to quality and seamless integration into existing workflows. This synergy ensures consistency in client servicing and maintains the standard of output. Building a Scalable Team Building a team that can adapt to varying workloads is essential for long-term sustainability. This involves not just hiring additional staff or forming external partnerships but also developing the skills and versatility of existing team members. Training and professional development are key to creating a team that can handle a diverse range of client needs. Scalability also means being selective about client projects. Assessing a project’s fit with the agency’s capabilities and bandwidth is as important as its revenue potential. This strategic client selection prevents overextension and ensures a focus on quality service. Get a Handle on Bandwidth with a White Label Agency Partnership Managing client satisfaction when over-bandwidth is a complex challenge that requires a balanced approach. The ability to adapt and maintain high standards of client service, even under strain, is what sets a successful agency apart. Remember, it's about finding the right balance between accepting new opportunities and delivering exceptional service to existing clients. If you are ready to get a handle on your agency’s bandwidth, achieve profitable scalability, and accomplish this without sacrificing the quality your clients expect, let’s talk. At Conduit Digital, we outfit your agency with 18 different channels, all expertly managed in the U.S., with one single point of contact. To learn more, schedule a quick call with us today.

  • What’s the Secret to Digital Agency Profitability?

    You might’ve heard us say this before, but 2024 is all about operational excellence. By having a firm grasp on your operations and the processes that support them, you can drive better results for your clients and ultimately - drive profitability for your digital agency. If profitability is on your mind, this is for you! Recently, our CEO, Tim Burke, sat down with Parakeeto CEO Marcel Petipas on his Agency Profit Podcast to talk about the journey that Conduit Digital has taken as well as some of Tim’s personal insights on how agency profitability is about delivering true value - not just racing to the cheapest price, strategic partnerships, and top-notch expertise. Check out the full episode below, and to learn more about how you can drive profitability for your agency in 2024, get in touch with us today! Like what you see but not ready to book a discovery call? Please Subscribe to our Conduit Currents for more Helpful Agency Content Below:

  • Local Ad Agencies Have an Opportunity to Shine with Google Layoffs

    Jan 30, 2023 No one enjoys massive waves of corporate layoffs. It removes skilled team members from adding value to the company and discontinues their ability to serve their customers. This was the case with Google in January 2023 when they announced they will be laying off 12,000 people. Google represents just one corporate titan in the recent layoff trend. Others like Meta, Amazon, and Microsoft, along with Google, have eliminated at least 51,000 jobs in the past few weeks. When the economy entered its first post-pandemic recovery phases, many employers started hiring at staggering volumes. Fast forward a short while later, and now these same entities are deciding that they no longer need the extra help. With Google’s layoffs rolling through their corporation, many of their ad reps that once served their advertising clients are disappearing from the digital ether. Instead, Google has recommended that their advertisers turn to third-party resellers like local ad agencies. While many will be polishing their resumes in the wake of 2023 layoffs and scanning through job listings once again, agencies have an incredible opportunity to continue growing, scaling, and generating new business from local clients that seek an expert ad operations team to support their marketing goals. Clients that once worked directly with Google are now left seeking a new solution. So, what will this look like exactly? We’re going to break down for you what the rest of 2023 will look like for many ad agencies as they navigate a new environment that further increases demand for their expertise. More on Google’s relationship with advertising agencies with Kasim Aslam on Agency Talk (Starts 2:16) What’s Shaping Up for Local Ad Agencies in 2023: Ad Spend is Going to Take (At Least) a 5.9% Jump In a November 2022 report from MarTech, media ad spend in 2023 was projected to leap by 5.9%. Now that Google is discontinuing much of its in-house advertising services, this number will likely increase for local agencies as new eager clients are looking for a new ad operations provider. More Business Development for Local Agencies Now that Google’s internal support for advertisers is decreasing, they will not possess the same in-house bandwidth to support individual advertisers on their platform. For businesses that heavily relied on this service, they are likely to now seek the help of local ad agencies to act as their expert resource. From a business development perspective, this presents a golden opportunity for ad agencies to promote their advertising services, especially campaigns run on Google products. Agency leaders should expect to hear questions from potential clients regarding paid search, YouTube advertising, and programmatic channels as prominent discussion points. Beyond the sales process, agencies should invest heavily in truly understanding their clients’ business models, goals, brand positioning, and target audiences. Google never provided this more specialized level of service, and now this unique selling point for agencies can become their greatest strength. Agencies Will Need More Ad Operations Support As demand rolls in for agency services, a holistic product suite will not be a luxury. Instead, it will prove a necessity. For example, if a client wants to run paid search but you do not offer this service in-house, they will then turn to another competitor that can and will meet these needs. If all you needed was one additional service as part of your offering to land this account, how do you quickly launch these campaigns at a high-performing level? As our friend Marcus Murphy from 5ive has said, agencies often fail in isolation. If you are not actively expanding your network beyond your office doors, are you receiving the support that you need to scale profitably? This is where a white label ad operations partner comes in. Here are some of the most notable benefits your agency receives from a white label partnership: Cost Savings – Avoid the traditional hard costs of building and maintaining an internal digital marketing infrastructure, from software applications to personnel. Increased Expertise – Instantly access another team of experts across a wide range of digital marketing and advertising services. No more crash courses! Scalability – Increase or decrease your volume of work as needed to better stabilize your internal capacity and bandwidth. Flexibility – Tailor your partner’s services to meet the specific needs of your clients. Time-saving – Spend less time recruiting and training people to fill skill gaps at your agency and spend more time on sales, client relationships, and strategy. Reporting – Leverage your white label partner’s comprehensive reports to prove the value of your agency to your clients. Branding - Brand your partner’s services as your own for more control over your own branding and increase your credibility with clients. Get the Support Your Agency Needs for a Busy 2023 Are you anticipating a massive increase in your agency’s services this year, but feeling concerned about how to meet the demand? You don’t have to face it alone. At Conduit, we partner with established and successful local ad agencies across North America to deliver elite, holistic performance for your client’s campaigns in a 100% white label format. With our infrastructure based on communication and performance, we equip you with the means to confidently say “yes” to the biggest and best opportunities to land and expand new accounts. You focus on making your agency the best, and we’ll manage the rest. To learn more about launching your own ad operations partnership, schedule a 20-minute discovery call today.

  • Digital Marketing in Politics in 2020

    Jun 2, 2020 Politics. It’s a touchy subject to bring up around the proverbial water cooler, right? But as digital marketers, we can’t let it be. Love ‘em or hate ‘em, you have to admit that President Trump has forced social media and its uses into the forefront of the political scene. Even those “unsavvy” baby boomers hear all about the daily Tweets, social media posts and the scandals surrounding the last presidential election. It’s crazy to think just how large an impact social media has had on our past and potentially our future elections. There’s just no getting around it. The Spending Boom But why should we want to? Overall political ad spending has topped the $1 BILLION mark ($1.34 billion) reports eMarketer on Feb 16th of this year. This election cycle’s political ad spend is more than three times the amount spent during the last presidential cycle. Presidential candidates have spent more than $796.8 million on Facebook, while $243.7 million went to Google. Bloomberg has outspent all other candidates combined since joining the race in November by more than $10 million dollars. This year, Google and Facebook have served up 2 billion Bloomberg ads, which works out to 30,000 a minute. (Washington Post, 2/19) In the past year, Trump shelled out $14 million for Google ads (with more than $1 million of that spent in a single week of September after House Democrats announced the impeachment inquiry) and over $25 million worth of Facebook ads. Billionaire investor Tom Steyer was a big spender with $13.4 million and South Bend, Ind., Mayor Pete Buttigieg comes in third at $9.3 million. After spending big on digital ads to kick-start his campaign, former Vice President Joe Biden has fallen behind his Democratic primary opponents in the digital ad race. (, Nov, 2019) This is big money here, people. And although the lion’s share is spent on Facebook and Google, there’s plenty of advertising dollars to go around. Bottom line is: There is Money. To. Be. Made. But you have to know how to navigate through the restrictions and strategies available to make your candidate’s campaign a success – be it on a national or local level. Spending levels by candidate (Statista – Jan 5, 2019-Feb 1, 2020) Traditional Political Advertising Still Reigns Supreme Historically local television still will see a major windfall from political advertising as it has in the past, and according to Forbes magazine (Brad Adgate, Sept 3, 2019) Kantar Media CMAG group estimates that political ads for the 2020 election could reach $6 billion. Others predict spending could reach $10 BILLION, which is almost 60% more than the estimate from just 4 years ago. According to a poll created by Borrell Associates and cited by the Wall Street Journal, 2020 presidential candidates were projected to spend $2.90 billion on digital and online ads. In 2016, presidential candidates spent $1.40 billion and in 2012 presidential candidates spent $160 million. That’s a huuuuge growth in digital ad spend. The History Of Politics And Marketing You may think that the shift to political advertising is the first major “technology shift” to affect the outcome of an election. So before we go any further, there is a story that needs to be shared to illustrate that this has indeed happened in the past. The impact of technology on political campaigns is not a new concept! In 1950, only 11 percent of American homes had television; by 1960, the number had jumped to 88 percent. An estimated seventy million Americans, about two-thirds of the electorate, watched the first debate on September 26th. Young, handsome presidential candidate John F. Kennedy took the time to meet with the producers of the debate to review the camera placement and the look and feel of the set. President Nixon was unable to take advantage of this opportunity due to a medical injury. Kennedy chose his wardrobe carefully to stand out against the television set background. Nixon wore a gray suit and appeared to blend in with the background. JFK spoke directly to the camera and the television viewers. Nixon appeared to be responding directly to Kennedy. Interestingly enough, viewers who watched reportedly felt that Kennedy won the debate, while viewers who were only able to listen to the debate on radio sided with Nixon. Many think this first strong encounter on the television screen shaped the debates and election to come. President Kennedy embraced and took advantage of the new technology at hand to enhance his campaign and go on to win the 1960 Presidential election. Of course, this is an oversimplified view of the election process, but there is no doubt that technology had an impact on the campaign – just as digital marketing plays an important role and impacts our campaigns today. Just as JFK embraced TV back in the late 50’s and early 60’s, so must every candidate at every level embrace the use of digital marketing to enhance their campaign – or risk getting left behind. Television wasn’t the first major impact on political advertising, and our current version of digital marketing is surely not the last. Now, let’s get back to 2020 and the restrictions and strategies you’ll need to know about in this upcoming election year. How Social Media Platforms Are Cracking Down On Political Ads The FEC (Federal Election Commission) clearly outlines the requirements in political advertising, including print and TV ads. The rules and disclaimer requirements are very specific. However, the digital arena is an ever-changing environment where changes by one platform put pressure on another platform to follow suit with restrictions and changes. As it stands now, here are new restrictions to worry about that may not affect your non-political digital marketing campaigns. Facebook announced that its policy would be to not fact-check content posted by politicians, whether paid or organic. A recent eMarketer study seems to indicate that a majority of potential voters think that political ads should be banned. Last month, Google, which of course also owns YouTube, and has always restricted granular microtargeting of election ads, announced that it would limit certain types of political ad targeting, but made no change in allowing politicians to run false ads. It’s against their policies for any advertiser to make a false claim—whether it’s a claim about the price of a chair or a claim that you can vote by text message, that election day is postponed, or that a candidate has died. To make this more explicit, they’re clarifying ads policies and adding examples to show how policies prohibit things like “deep fakes” (doctored and manipulated media), misleading claims about the census process, and ads or destinations making demonstrably false claims that could significantly undermine participation or trust in an electoral or democratic process (Google). Google says it would allow political advertisers to use only three types of audience targeting when buying media: age, gender, and location down to the ZIP code level. The normally valuable tool “Customer Match” (where campaigns can upload a list of prospective voters’ emails or phone numbers and then have that “matched” with their online profiles) will no longer be available to political candidates. Political advertisers can, of course, continue to do contextual targeting, such as serving ads to people reading or watching a story about, say, the economy. This will align Google’s approach to election ads with long-established practices in media such as TV, radio, and print, and result in election ads being more widely seen and available for public discussion. Twitter, who came in third in line of where the dollars are being spent, announced that it will no longer run political ads. It has since backtracked somewhat on it’s position, but restrictions remain. The platform still plans to allow certain groups to advertise on what they consider to be political issues — but only so long as they do not advocate for or against political or legislative outcomes. This is likely to create enforcement challenges and cause confusion for groups seeking to educate the public about issues. (CNN) Facebook has come under fire for not doing more to regulate it’s political ads. Amazon, Bing, LinkedIn, Pinterest, Twitch and TikTok’s policies include significant restrictions or complete bans on political advertising. Just last week Spotify announced that it will no longer sell political ads starting early next year. But even those platforms haven’t completely stopped candidates and groups from exploiting loopholes to promote political messages. And there are voices on both sides of the table battling over whether these platforms have done enough or too much which restricts our rights to freedom of speech. What Restrictions Mean It’s an ongoing battle that does not look to be resolved any time soon. But we as digital marketers need to stay on top of these actions to ensure that we can run the ads that we need to run on the platforms where we want to spend our budget. Many argue that the restrictions imposed on social media allow the candidates with higher budgets an unfair advantage since they can afford the high cost of TV spend while pushing out candidates who are taking advantage of the more affordable digital marketing routes. It’s a constant struggle for all platforms to restrict ads while at the same time providing transparency to the user. Google says they are expanding the coverage of our election advertising transparency to include U.S. state-level candidates and officeholders, ballot measures, and ads that mention federal or state political parties so that all of those ads will now be searchable and viewable as well. As each platform continues to refine its policies, pressure on the rest of the platforms is high to uphold restrictions as well. There are likely more changes to come in the upcoming months. Either way, we as digital marketing experts follow these changes and trends and will help you determine where and how you can provide a successful political campaign for your candidate. Digital Marketing Political Campaign Strategy In 2020 We need to be smart and strategic in selling our political ad campaigns. For instance, if Republicans are looking to pull in the older demographic, Facebook may be the platform to turn to. Facebook users 45-54 spend more time on the site than any other age group. Even across the same platform, political advertising strategies vary widely – with some candidates trying to reach an older demographic and some targeting the younger voters. Presidential candidate Bernie Sanders, for instance, targets a younger and more male audience. Reports indicate that Vice President Joe Biden does just the opposite – ⅔ of his audience are women and a large majority of those seeing his ads were born before 1975. “Senator Elizabeth Warren of Massachusetts, more or less, splits the difference between them. She has targeted a Facebook audience that more closely mirrors the projected universe of likely Democratic primary voters in 2020: more women than men (though not by as much as Mr. Biden), leaning older more than younger (but again, not by as much as Mr. Biden).” (NY Times, Oct 14, 2019). As with any other advertising campaign know your goals, determine your strategy and go after a very targeted audience. But there are many other platforms and mediums to take advantage of to reach your targeted audience and each of those serves a very important purchase in the consumer journey of choosing a candidate. By all means, take advantage of the power of social media as most candidates do – target your audience, create look-a-like campaigns, use the many features FB and Instagram now have to offer to reach your desired demographic, but don’t be boxed in by the social-only strategy! Digital strategists describe three phases of online advertising in campaigns. The first is acquiring new donors and supporters. The second is persuading undecided voters. The third is getting people out to vote. (NY Times) We can correlate these phases to what we at Conduit Digital so often refer back to as our digital marketing solutions funnel. We return to this approach because it’s been proven to work time and again. Politics And The Marketing Funnel At the top of the digital marketing funnel your campaign will be focused on acquiring new donors and supporters (those out there still doing their research to decide who to put their money behind). After you get them to donate to your campaign, you want to feed that large audience pool down the funnel toward your specific candidate and then get them out to vote. This can be done through a series of different marketing tactics or a combination in order to hit your target audience from all angles. Engagement is just as important here as it is in other types of conversion campaigns. If the user does not identify with any candidate or party after reading your messages, chances are they won’t take the time out of their busy day to do additional research or get themselves to the polls to vote. Politics And OTT With the rise in TV costs, savvy advertisers will jump on the Over-The-Top (OTT) bandwagon as a new approach to reach their targeted audience. OTT has skyrocketed in popularity as an excellent complement to or coordinated with a television campaign. It will only continue to grow more popular as 5G begins rolling out. It’s a way to reach the cord cutters of all ages while they are watching their chosen programs on the big screen. Don’t let your potential candidates overlook this important digital channel! Politics And Programmatic Pair this top of the funnel product with an Audience Targeting display and pre-roll campaign. Those display ads are a close cousin to those pesky yard and roadway signs that the candidates always forget to take away after the election. We’ve all seen them. 20 signs with the same candidate’s name within the space of 25 feet. Annoying and invasive as they may seem to be, the frequency ensures that you know that candidate’s name come time to cast your vote at the polls. And you may just go home and go online to do a little more research about those candidates. Display advertising can give your candidate that same frequency approach with even some real estate on the ads to include a web address and slogan. You can reach candidates who are reading relevant content on their phone or at home/work on their desktop computer. And then….if you draw them to your site, retarget them again to reiterate your strong campaign message! Event targeting (political rallies, debates, conventions and the like) is a perfect opportunity to gather a pool of potential voters to reach at a later date closer to election day. You may even be able to pull constituents away from competing candidates by putting a geo-fence around their event location! Politics and PPC Although this is counter-intuitive to a normal digital campaign strategy, Pay Per Click may be an option at the Top of the Political digital funnel. We normally think of PPC as a conversion driver at the end of the consumer journey. In the political environment, we want the support and donations (conversions) to come in at the beginning of the campaign so that the campaign can continue to the next stage! Now is when you want to run “Ads” for your candidate that solicit political donations. You’ll want to drive potential supporters to a strong website or landing page where they can immediately donate or continue down the research stage, where, with additional strong Calls To Action, they can then donate after learning the strengths of the candidate or party in question. Here’s an example of Presidential candidate Bernie Sanders putting that strategy into action: Note the multiple calls to action – Join the Campaign or Donate Today. Within an ad, there are multiple opportunities to click to donate. There’s a catchy Description line (“unlike Trump, we don’t have billionaires funding our campaign. But we do have you.”) If I was an “undecided” or a non-Trump supporter, I might just click in to learn more about this alternative candidate. The importance of a strong web or landing page plays into this strategy, so it should be noted that you’ll want to make sure the site is user friendly, quick to load, has valuable content at a 15-year-old reading level, and plenty of Call To Action buttons in the right places. If Form Fills are included, keep them above the fold and make them short – including only information that is necessary! Politics And Social Media Now, as you bring potential voters down the political advertising funnel, we again know that social media is a strong platform for those who have expressed interest and are in the consideration phase. You can use the powers of social media targeting to create a custom audience to show your message to! But again, there are so many more options to reach those middle-of-the-funnel undecided voters! In addition to social content and paid social media on Facebook, Instagram, Twitter and the like there is a very popular and very effective tool – YouTube! Politics And Video Advertising Harness the power of the largest streaming website in the world! More and more YouTube is becoming a “search engine.” (SEO for YouTube is not far off in the future!) Especially if you have a candidate with a strong visual presence, why not take advantage of the lesson learned from the JFK campaign? A strong video can tip an undecided voter in your favor. Here’s an opportunity for the undecided voter to get to know your candidate on a more personal level – see them smile, shaking hands with constituents, speaking to a hometown crowd! Even with the recent restrictions, YouTube can still target users based on age, gender and geography. Make sure to include your important visuals and identify your party or candidate in the first 5 seconds of the video! Keep in mind that for videos that are shorter than 30 seconds – your client is only paying for completed views! A few seconds of free advertising is never a bad thing! Don’t overlook the power of video! Middle of the funnel – persuading undecided voters (those showing interest and consideration for a particular candidate or party). Politics And Email Marketing If you have email, there’s a good chance that you check it every day. And so does your target audience! Consider this fact: according to Statista, in 2019, there are 293.6 billion emails sent every day and only 24% of people in the US never check their emails during vacations in 2018. Personalized, targeted emails utilizing engaging, and captivating creative can reach your candidate’s very targeted audience. Send an email to those affiliated with your candidate’s party or, better yet, target those younger demographic potential voters who have not yet declared themselves! They could become followers for life for the cost of the price of chewing gum. Now that so many of us ready email via smartphone – according to Campaign Monitor – up to 85% of us – email marketing remains a very powerful platform choice. What It Means For Your Agency We now have potential voters who know your candidate’s name from the Audience Targeting ads, perhaps reinforced via a strong video OTT or YouTube ad. Maybe you even were interested enough to make a small donation or volunteer some time! Now we are in the home stretch! We need to get the voters to the polls to elect your candidate. We need that final conversion goal to be met! Driving traffic to the website and landing pages is still key. What we want to change up now is our messaging! The research phase is drawing to a close, and now we want to be the candidate that can convince our constituents to get out to the polls and vote! Strong, consistent messaging is key. Depending on the scope of the campaign, a local candidate can even hone in on dynamic ads which will assist voters in knowing where the polling places are in their area (and naturally recommend voting for your candidate!) This is the time for frequency across all platforms and multiple screens with your Get Out and Vote! message. This may be the time to double down on your Facebook or Instagram advertising or to increase the frequency of your YouTube and OTT videos. These are just some of the potential ways to reach potential donors, supporters, and voters. Although due to increased pressure from outside sources many platforms are continuing to change restrictions on political ads, there are still solid targeting options to reach your desired audience of voters. Using the features and strengths of each type of advertising – from Audience Targeting to PPC – we can assist you to formulate a full funnel digital solution that will meet your candidate’s needs. Do their strengths lie in their spoken content? Physical presence? Campaigns high in video content may be your answer. Does your content have strong written content on important social issues? Focus on your website or strong engaging, content on your Facebook page. Looking to primarily solicit donations and support? Lead generation type social campaigns and Pay Per Click may be your answers. A careful mix can bring you success at all stops along the digital funnel as long as your candidates budget is carefully managed. Soon your election year may mean that voters and potential voters are texted messages about candidates and mass texts may be sent on election day to get us out to the polls. When you wake up for your morning coffee on election day, your Google Home or Alexa device may remind you to get out and vote and, based on your cross device search behavior, may even recommend a candidate or two for you! When you get in your car or stop at a stoplight that’s been geofenced, maybe you’ll receive and ad right on your dashboard. Maybe…when you turn on the biggest screen in your house, a hologram of a political wannabe comes into your living room to talk to you about the issues that are important to you! Who knows what the next big technology shift will be? As digital marketers, we’ll be at the forefront of delivering these new and personalized messages. When all is said and done and another election night is in the books, it will be interesting to assess the data to see how digital marketing had an impact on the 2020 election – at a national AND local level. Our impact is important – it may affect generations to come! At the very least, the current buzz in the media will perhaps make voters carefully consider the messages they are receiving and perhaps even drive them to do a little more research before committing to a party or candidate. But one thing is for sure – whether it’s helping your agency to grab a piece of the pie at the national or regional level, or helping a local school board member to get elected – a digital marketing campaign has become a necessity for success and Conduit Digital is here to help! How We Can Help At Conduit Digital, we have our pulse on the digital marketing environment, and with our analyst’s vast experience in the media industry, we understand the political environment and how to bring results for your candidates! We have internal data to guide us in all of our campaign decisions, and with 24/7 reporting, you’ll be able to see those optimizations made to your campaigns as they are made throughout the month. There are more regulations and more pitfalls to watch out for based on public outcry and privacy and security concerns begin to scrutinize and monitor political advertising and we will be here to guide your agency and your clients every step of the way! Let us be your watchdog to ensure that your ads will not be restricted or disapproved due to the ever-increasing regulations; we will ensure that your ads have the desired impact on the audience your candidate is trying to reach! Your agency’s client success is our number one mission! Call to discover how Conduit’s White Label Digital Marketing Services can increase your revenue, increase your client retention, reduce your costs, and grow your agency!

  • 5 Client Retention Best Practices That Often Go Ignored

    Client retention stands as the backbone of success for any digital agency. While agency leaders relentlessly chase new business development opportunities, there's an undercurrent of understanding that the real strength lies in keeping the clients you already have long-term. The stability, profitability, and organic growth fueled by client retention are undeniable, yet strategies to ensure it often slips into the background in strategy meetings and budget planning. Without caring for the account portfolio you have, tending to it like a fragile garden in the middle of a desert, you can risk chipping away at the foundation you’ve already built to support future success and scalability. However, with this in mind, the familiar tactics of excellent service, competitive pricing, and occasional check-ins don't cut it anymore on their own. In an industry swamped with similar promises, agency leaders must adopt an innovative approach, diving deeper and thinking differently. To help you boost your own agency client retention efforts, we’re going to cover some overlooked yet critical strategies for client retention. Let’s push beyond the standard practices and look deeper at the crucial measures that leading digital agencies must take to secure and grow their client base. Why Client Retention Matters: A Quick Refresher Agencies thrive on the currency of creativity and innovation, not just in their client work, but in how they handle their client relationships. It's not about reinventing the wheel; it's about adding spokes that strengthen its structure and drive. Oftentimes, agency leaders are laser-focused on new client acquisition. However, the hidden costs, effort, and uncertainty make it a gamble, especially when compared to the potential profitability of existing relationships. Retaining clients stabilizes your agency's cash flow and creates a predictable business environment where you can plan and scale operations effectively. It's not just about maintaining a revenue stream; it's about fostering partnerships that will advocate for your brand. Beyond establishing a revenue stream, retention also creates a wealth of business development opportunities from your existing account portfolio. Oftentimes, it can be easier to upsell someone who has already bought into your agency’s services rather than convincing a new business to place their trust in your own. This stems from the trust that you’ve worked hard to establish at your agency with your clients. Long-term clients become collaborative partners in strategic thinking, creating a synergy that new client engagements often lack. This depth and understanding of a client's business not only streamline the project cycles but often lead to referral opportunities that no amount of cold calling can match. Furthermore, a focus on client retention signals a mature business approach. It demonstrates an understanding that success isn't about the number of clients served, but the quality and longevity of those relationships. It's this distinction that sets apart truly successful agencies in a saturated market. The 5 Often-Ignored Client Retention Best Practices 1: Proactive Communication As we know, the agency environment is fast-paced, with teams hustling to meet deadlines, but communication with clients shouldn't fall to the wayside. All too often, when we’re trying to manage bandwidth, client communications can become almost solely reactive - only waiting to respond when prompted to. Proactive communication is a strategic asset. Instead of waiting for clients to reach out with questions or concerns, leading agencies take charge, offering updates, insights, and news before clients feel the need to ask. It's this kind of foresight that positions an agency as a strategic partner and an authority in the industry rather than a vendor. Implementing proactive communication requires a cultural shift within an agency. It involves regular scheduled updates, spontaneous calls or messages acknowledging project milestones, and the agility to provide immediate responses. This strategy is not about inundating clients with information but offering relevant, timely, and valuable insights. Moreover, proactive communication involves listening, not just speaking. It’s about anticipating client needs, understanding their pressures, and being ready with solutions before problems escalate. This foresight builds a sense of reliability and commitment that clients cherish. 2: Upskilling and Adapting to Industry Changes The agency space is a shifting landscape of trends, technologies, and tactics. Clients worry about keeping up, and they rely on their agencies to navigate these changes confidently. By continuously upskilling your team and staying abreast of industry shifts, your agency demonstrates a commitment not just to its own growth, but to the client's market position as well as changing client needs. Regular training sessions, pursuing new certifications, and attending industry events are investments, not expenses. They equip your team with fresh insights and renewed enthusiasm, which is reflected in the quality of work and the innovative strategies presented to the client. This dynamic growth reassures clients that they are with an agency that’s on the cutting edge. However, it's not enough to hoard knowledge. Client-retaining agencies turn insights into strategies, showing clients how these new skills directly benefit their projects. It's this proactive application that strengthens the client-agency relationship, positioning your team as thought leaders rather than followers. 3: Personalized Touch in Client Interactions Relationships are the lifeblood of any agency, and they go beyond contracts and project scopes. Adding a personalized touch to client interactions can significantly influence client retention. Remembering details, acknowledging client milestones, and even notes of appreciation can turn a strictly professional relationship into a more personal, loyal partnership. Celebrating successes, both big and small, particularly those that the client values, shows that you see beyond the billables to what’s truly important to their business. It’s about recognizing the human aspect behind the corporate façade, crafting messages that resonate on a more personal level while maintaining professional boundaries. This strategy requires a genuine interest in the client's world. It's not about grand gestures but consistent, sincere acknowledgments that you value this relationship. It's these subtle nuances that clients remember when deciding whether to continue on with your agency. 4: Providing Added Value Without Being Asked Clients appreciate when agencies go the extra mile. It demonstrates initiative and a deeper understanding of their business. By offering insights, extending additional services, or proposing innovative strategies beyond the agreed scope, your agency illustrates its commitment to the client’s success, not just to the invoice. This approach requires a strategic eye, looking for opportunities to offer more value. It involves keeping the client's best interests at heart and recommending strategies or platforms that could benefit their business. It's about being a consultant and a confidant, not just a service provider. However, agencies must walk this line carefully. Adding value is not about upselling under the guise of initiative. It’s a genuine effort to enhance the client’s product or service offering, showcasing your commitment to their business growth and success. A simple way to do this is to reallocate any excess bandwidth near the end of the month to overserve the clients you already have. If you can add some additional value without it competing against the other accounts in your portfolio, that is a win for your agency and its ability to best serve your clients. 5: Regular Feedback Mechanisms and Swift Issue Resolution Even the most successful partnerships face challenges. However, the way an agency handles these situations can make or break the client relationship. Establishing regular feedback mechanisms, such as surveys or review meetings, creates a structured environment where clients can express concerns, knowing they will be addressed promptly. These feedback loops are invaluable; they provide real-time insights into client satisfaction. However, gathering feedback is only half the battle. Agencies need to act on this feedback constructively, making necessary changes and communicating these adaptations back to the client. Additionally, assigning a dedicated account manager or client liaison who knows the ins and outs of the client's account ensures that issues are not just resolved but anticipated. This proactive problem-solving cements a client's trust in the agency, proving that they’re seen, heard, and valued. Common Client Retention Pitfalls to Avoid While there are client retention strategies that we’ve outlined above, there are also plenty of pitfalls to avoid. Some of the most notable ones include: Overpromising and Underdelivering: Agencies that often promise too much in an attempt to impress, which can lead to disappointment when they can’t deliver. It’s better to be upfront about capabilities and timelines with honesty and clear communication. Taking Long-Term Clients for Granted: Just because a client has been loyal in the past does not mean that they will stay now. Keep clients engaged, remain attentive, and communicate proactively. Neglecting Team Growth and Satisfaction: An unhappy agency team can lead to subpar work or low employee engagement, while a motivated team will always deliver their best. Prioritize team satisfaction, training, and growth to make sure they are always at their best to perform for your clients. Lack of Adaptability: Stay updated with the latest industry trends and tools, ensuring services remain relevant and cutting-edge. Inadequate Communication: Occasional updates aren't enough. Clients need regular communication to feel involved and valued. Establish regular check-ins, provide clear project updates, and always be accessible to address any concerns or queries. Limited Suite of Services: Whenever a client asks for a new service that goes beyond what your agency has traditionally provided, this can often motivate them to look for a new agency that can and will meet their needs. Invest in continuously expanding and refining your services, or consider an external partnership with a provider that can. Agency client retention is not only about taking the steps necessary to boost retention but also being mindful of the pitfalls that could place your account portfolio at risk. How a White Label Partner Can Boost Agency Client Retention After considering all of the client retention best practices above, there’s one element that underpins everything: infrastructure. Specifically, agencies that have both the communication and performance infrastructure in place to allow for excellent delivery of services and account relationship management are in a far better position to continue retaining their existing clients while landing new business. This does not all have to be done in isolation, though. One of the most effective ways to enhance performance and implement more efficient and effective communication is to leverage a white label digital marketing partnership. A white label partner extends your agency’s in-house team with their own team of account managers and digital channel analysts. You can instantly extend your suite of services and offload many of the communication tasks involved with campaigns while you focus more on sales, account relationships, and your digital core competencies. If this sounds like something that could benefit your agency, perhaps our team at Conduit Digital is the right partner for you. At Conduit, we power successful ad agencies in North America with 18 digital channels through one single partnership, all backed by expert-level performance, proactive communication, and the industry’s most powerful proprietary reporting system. To learn more about how we can help you scale, schedule a call with us today.

  • Is Your White Label Provider Right for Your Agency?

    Many agencies turn to white label providers to expand their service offerings, streamline operations, and foster growth without the immediate need for in-house expertise. A white label digital marketing partner works behind the scenes, providing services that agencies can then offer under their brand. While this collaboration can be the spark needed to ignite scalability, it's vital to ensure that your white label provider aligns with your agency's goals, quality standards, and ethos. However, not all white label partnerships are created equal. Sometimes, despite best intentions, an agency might find that their chosen white label provider isn't quite the right fit. Recognizing the signs early can help agencies recalibrate and find a partner that truly complements their operations. In this guide, we will explore the key signs that might indicate your white label digital marketing partner may not be the ideal match for your agency. Signs Your White Label Provider Isn’t the Right Fit 1: You’re Unhappy with Their Performance Your satisfaction with the performance of a white label provider is a direct reflection of their ability to meet the agreed-upon standards and deliverables. If you find that the quality of work is inconsistent or they often miss deadlines, it's a clear indication that they may not be the right fit for your agency. A reliable provider should consistently deliver high-quality work on time and meet the expectations set at the outset of the partnership. If it feels like they are trying to coast by just checking boxes on a to-do list, you could be making a wise decision by pivoting and seeking another solution. 2: There’s a Lack of Communication Communication is the foundation of any successful partnership. If your white label provider is hard to reach, doesn't respond in a timely manner, or often leaves you without updates about the progress of projects, it may be time to reassess the relationship. Regular and open communication is essential to ensure that both parties are aligned, that projects are on track, and that any potential issues are addressed promptly. When you’re evaluating their communication practices, ask yourself these questions: Am I always the one initiating conversations, or are they proactive? Do I always know who I can reach at the agency, or does it seem to be a revolving door of contacts? Does it take a long time to respond to my emails, calls, or messages? Do they regularly schedule check-in meetings with me, or does it feel like they want to be left alone? How do they react to feedback, especially if it may be perceived as negative? 3: They Have Limited Service Offerings In an industry where trends shift and new strategies emerge rapidly, having a wide array of services is essential. If your white label provider is constrained to a limited selection of offerings, this can significantly hinder your agency's capacity to address the multifaceted requirements of your clients. To remain at the forefront and ensure competitiveness, agencies must not only keep up with these changes but also have the capability to offer services that align with them. A white label provider that can't adapt or expand its offerings in line with industry advancements can become a bottleneck for your agency's potential growth and innovation. Given these factors, if you find your current provider lagging in diversifying their services or not being agile enough to accommodate new digital marketing avenues, it might be a clear indication that you need to look for a partner with broader expertise and a more adaptable approach. 4: Lack of Transparency Transparency in a white label partnership means clear reporting, easy access to analytics, and an open line of communication about campaign outcomes. If your provider doesn't offer clear insights into their work or fails to share essential data, it can be challenging for your agency to measure the effectiveness of campaigns and justify costs to your clients. A trustworthy partner will ensure you're fully informed about all aspects of the projects they handle for you. From reports to sharing account access and not trying to distort the data, you can trust that they are working with your clients’ best interests in mind as a true partner. 5: Negative Impact on Client Retention One of the most telling signs of a misaligned white label partnership is its impact on your client retention rates. If your clients are frequently expressing dissatisfaction with the results or raising concerns about the services being delivered by the white label provider, it directly affects your agency's reputation, scalability, and bottom line. Your agency's partnership with a white label provider should enhance client satisfaction, not hinder it. Your white label team should give you the confidence that they will treat your client as if it was their own. 6: Limited Scalability Scalability is about more than just handling larger workloads. It’s about building a repeatable, predictable, and profitable business model that is not constrained by the typical growing pains of startup agency life. If your white label provider struggles to handle increased demands, or isn't flexible in adapting to new requirements, it can impede your agency's growth trajectory. As your agency expands, you need partners who can seamlessly scale their offerings to support your growth. 7: Ethical Concerns Integrity and ethics should be at the forefront of any business relationship. If you have reservations about your white label provider's practices or if they employ tactics that don't adhere to industry standards, it's a serious concern. Ensuring that your provider operates within ethical boundaries not only protects your agency's reputation but also ensures the longevity and sustainability of your client relationships. For example, look for a white label SEO agency that does not use outdated black-hat tactics. Another example could be a piece of content for a healthcare client making medical claims or giving advice without citing credible sources. Another Key Indicator - Offshoring and Outsourcing Your Work You trust a white label provider as your go-to outsource solution with the goal of achieving scalability in mind. However, what if that same white label provider then flipped your client’s work to another outsource service provider? These types of chains are strongest when they only have two links. Links three onward start to weaken the chain more and more. Is your white label provider possibly outsourcing and offshoring your work? If you’re not able to tell right away, there are some signs to look for such, as: Time Zone Discrepancies: Are certain client deliverables being completed at odd hours, or are you always receiving messages outside of business hours? Fluctuating Quality: Inconsistent quality could mean that your white label provider is sending your client’s work around to different teams or single-channel vendors on a frequent basis. Avoiding Direct Communication: If the provider is hesitant about setting up direct meetings, video calls, or avoids showing their working environment, they might be trying to hide the fact that the work is being done elsewhere. Generic or Ambiguous Reporting: Reports that lack specific details or seem generic might be an indication that the provider is not closely involved with the day-to-day handling of tasks. Lack of Direct Control or Access: An inability to directly access or communicate with the team members working on your projects can be a red flag. Vocabulary: An outsource used by your white label provider may use a different vocabulary or grammar convention. For example, if your white label provider is based in the U.S. but a blog post they delivered for your client uses spellings like “colour” instead of “color,” “recognise” instead of “recognize,” or “theatre” instead of “theater,” this could indicate that the provider is having the work completed elsewhere. Before we continue, we should acknowledge that there is nothing wrong with working alongside a team of skilled marketers from outside of the United States. That is not the issue. When you should be concerned about a white label provider’s potential outsourcing or offshoring is when performance quality fluctuates, your access to your client’s work is limited, and the white label partner was not transparent with you about how your client’s work would be fulfilled. Stop Singing the White Label Blues at Your Agency At Conduit Digital, we strive to challenge what white label digital marketing means for agencies. Too often, the term “white label” is perceived as cheap, low quality, and with varying results. Our goal is to change that for your agency. With a Conduit Partnership, your agency receives instant access to expert-managed digital channels along with a single point of contact, all in one partnership. All campaigns that we oversee for your client are 100% white-labeled to your agency and directly managed by hands on keyboards at our office in New Jersey. And the best part? All of the performance is 100% transparent. We even built a proprietary reporting system designed specifically for agencies that leverage us as their white label partner. To start redefining what white label partnership means for your agency, schedule a call with us today.

  • 7 Reasons Most Digital Agencies Lose a Client After the First Year

    ...and what to do about it! The first year of any agency-client relationship is pivotal. During this period, digital agencies must prove their value and solidify trust. However, a significant number of agencies fail to maintain their client roster after the first year. Recognizing why this happens and how to prevent it is crucial for agency owners committed to long-term scalability and profitable business development. Today, we’re going to cover some of the most common reasons that agencies can lose clients after the first year of the account relationship. Let’s start with one that we see all too often: misaligned expectations. 1: Misaligned Expectations Misaligned expectations can sour relationships quickly. Agencies sometimes overpromise to secure a contract, leading to client disappointment when reality doesn't match the hype. Other times, agencies may not communicate clearly, leaving clients confused about what they’re actually getting. To prevent unclear expectations from causing friction, begin every new account relationship with a comprehensive discussion about goals, metrics, and timelines. Ensure you're not just on the same page but in the same line of the same paragraph. Agencies should also consider conducting monthly reviews with clients to align on progress and adjust expectations as needed. Regularly checking in keeps both parties in lockstep on the client’s business goals and creates opportunities to expand accounts or pivot strategically whenever necessary. 2: Lack of Proven Results At the end of the day, clients are after one thing: results. They are investing in your agency, and they want to see the returns. When an agency cannot show a positive impact within the first year, clients may walk away. Often, the issue isn’t a lack of results but a lack of demonstrated and communicated results. This can also tie back into misaligned expectations. For example, an SEO campaign could take months to start showing measurable results, while Google Search campaigns are intended to drive them instantly. The solution: Implement a thorough reporting system that translates data into the language of value. Instead of overwhelming clients with metrics, focus on the key performance indicators that resonate with their objectives. If proving ROI is a challenge, consider refining your measurement tools or strategies to better capture the value being delivered. If you are working with an external partner, such as a white label agency, be sure to also vet their reporting processes. If they do not have any reporting process, you may want to start also searching for a new partner. For any external reporting, be sure to check for clear, transparent, and insightful information that you can use to empower your discussions with your clients. You should not be left in the dark, but instead given the resources to be the authority that your client relies on you to be. 3: Inadequate Communication When clients feel out of the loop or sense that their agency isn’t responsive, frustration builds. Inadequate communication can give the impression of indifference, making clients feel as though their business doesn’t matter. Agencies should establish a clear communication plan that includes regular updates and check-ins. This doesn't necessarily mean daily calls or emails but finding a rhythm that keeps clients informed and engaged without overwhelming them. This should also trickle down to any partners that you also have served your client’s campaigns alongside your team. Be sure they have a reasonable turnaround time for messages and calls so that you can give your clients an expected response time for their questions, comments, or concerns about their marketing campaigns. 4: Lack of Quality Control In the pursuit of efficiency and cost-effectiveness, agencies often use multiple individual vendors, leverage artificial intelligence (AI) solutions, or offshoring work. While these practices can be beneficial, they also introduce risks concerning quality control. When deliverables aren't consistently vetted, clients may receive work that doesn't meet their standards, leading to a rapid erosion of confidence.Oftentimes, this can be chalked up to: Not proofreading or vetting a vendor’s work before it goes to a client (cutting and pasting) Over-relying on AI without any human checks and balances in place to ensure accuracy, originality, and overall quality Offshoring work to large, low-cost providers that do not treat your client’s marketing operations with the same care and consideration that you do. It’s essential to establish rigorous quality control processes for any external deliverables to ensure that every piece of work, irrespective of its origin, meets a high standard. Regular audits of work done by AI marketing tools, vendors, and offshore partners are essential. To avoid some of these common issues with outside providers, consider collaborating with a white label agency that maintains a reputation for high-quality deliverables to manage overflow work and maintain standards. Ask them about their own quality assurance processes to see if they give you the necessary confidence to rely on them to work for your client, both independently and in collaboration with your in-house team. 5: Limited Scope of Services Digital marketing is an expansive field, and clients' needs are diverse and evolving. When an agency's offerings are too narrow, they risk losing clients to full-service competitors that can provide a more comprehensive suite of services. To put it simply, the scope of marketing is vast, and only having a piece of the pie can put you at a competitive disadvantage against an agency with a full digital bakery at its disposal. Agencies should evaluate their service offerings regularly and consider strategic expansion to meet market demands. Collaborating with a white label agency partner can be a smart way to extend your services without overextending your resources. This can allow you to offer new services under your brand, satisfying your clients' needs and keeping the business in-house. 6: The Client Was Too Big Landing a white whale-sized client can seem like a big win for any agency, but if your infrastructure isn't prepared to handle their volume or complexity, it can backfire. Pursuing these types of clients without the capability to deliver on their expectations can damage your agency’s reputation and lead to a loss of trust. Before pursuing or agreeing to work with a large client, assess your agency’s capacity and have a concrete plan for scaling operations quickly and efficiently. If necessary, establish a partnership with a white label agency that can help shoulder the load, providing the additional resources and expertise needed to satisfy a major client's demands without compromising quality. 7: Overlooking the Personal Touch Clients often choose agencies for their personalized service. When agencies grow and start to standardize their processes, this personalized approach can get lost. Even as your agency scales, strive to maintain a level of personalization in your interactions. Get to know your clients’ businesses intimately, and let that knowledge inform your strategies and communication. Get the Client Retention Support Your Agency Needs The first year with a client is both an opportunity and a test. Agencies must consistently demonstrate their value through clear communication, robust results, responsive customer service, and personalized attention. By actively managing client expectations and being willing to adapt, agencies can avoid the common pitfalls that lead to client turnover. Building a solid foundation in the first year can set the stage for a lasting and fruitful relationship. If you are looking to boost your agency’s client retention efforts, consider partnering with a white label agency like our team at Conduit Digital. We proudly serve established agencies in North America as an elite ad operations partner - providing 18 expert-managed channels that are fully U.S.-based along with the communication and reporting infrastructure to support even the most complex campaigns. It’s time to upgrade the way you deliver for your clients rather than just outsourcing. Schedule a call with us today to learn more about an agency partnership.

  • Why Using Programmatic Display Advertising Can Make You Money

    Aug 28, 2020 Before you can make money selling Programmatic Display advertising, a good starting point is reading our Ultimate Guide To Programmatic & Native Display. It quite literally is “the ultimate guide” that will provide you with the confidence and ammo to sell Programmatic efficiently, effectively, and correctly. Great – now  that you’ve read that, we can help put you on the right path to making money selling Programmatic Advertising with these key tools. When you use programmatic display advertising in your marketing strategy, you not only will increase your ROI but it will also help increase your client portfolio. Benefits to Using Display Ads When you are advertising for your client’s business, it’s important to keep three main factors: visual appeal to grab attention, target location, and the ads messaging. This is why display advertising has become so popular in recent years. With display advertising, you are able to deliver a visually pleasing powerful message, that gets in front of the target demographic. So what more could you want? Other benefits to using display advertising include: Visually Appealing Built Brand Awareness Effective Targeting Increase Brand Visibility Ad Retargeting Capabilities Collect More Consumer Data Understand How Programmatic Display Can Achieve Your Client’s Goals Programmatic Display is an essential tool for driving brand awareness and obtaining significant reach across highly targeted audiences. It allows your client’s brand to have access to 99% of the internet’s ad-servable inventory which helps reach their target users at the right place and right time. Sounds like a pretty powerful tool, right? It can be, but it’s often sold incorrectly. This can be prevented simply by understanding what your client is trying to achieve for their brand as well as knowing the fundamentals of what programmatic display can do. For instance, say your client is a private gym owner who’s looking to drive awareness about her grand opening to fitness enthusiasts in the area. Programmatic Display is the perfect solution for this! Through the use of first & third-party data segments, geo-fencing, search keyword targeting, whitelisting sports/fitness websites, and website retargeting, you could deliver a top-notch programmatic solution that reaches your client’s ideal market whether they’re at a competitor’s gym or browsing the latest health trends online. Know That It’s the Foundation Of Successful Campaigns Programmatic Display is like apple pie – it’s great by itself, but once you add ice cream, it’s 10x better. The ice cream to the Programmatic apple pie is any intent-based product, like Paid Search. The benefits of both are truly amplified when paired together to make a multi-product solution for your client. Referencing the same hypothetical gym owner client in the section above, imagine that their goal is to increase form fills for a free trial week on their website. Programmatic Display isn’t going to achieve this goal as effectively as it could without the addition of an intent-based product. That’s because it’s a top-of-the-funnel solution designed to bring brand awareness rather than drive bottom-of-the-funnel users to convert (i.e. fill out a form, make a phone call, etc.). In the example above, the solution would be to run a conversion-driver product like Paid Search alongside a Programmatic Display campaign. Programmatic Display would assist with conversions by nurturing potential leads at the top-of-the-funnel like retargeting interested users who visit the website. Due to the awareness and brand recognition that this product brings, users are more likely to make an intent-based search, click on the Paid Search ad, and fill out the free week trial form (i.e. convert). Be Transparent With Your Client The nature of the Programmatic world sometimes allows for some sketchy players. Clients want to know where their money is being spent, and rightfully so. Separate yourself from the pack with transparent reporting for your client. Provide things like domain-level metrics so they can see exactly where their ads are being served, conversion reporting, audience performance, demographic insights, and ad performance. This will lead to trust from the client as well as establish credibility for your agency. Moreover, by providing tangible results that can be translated to your client’s positive ROI, they will be more likely to increase their investment and/or expand the campaign to multiple locations or focus areas. Embrace the World Beyond CTR We all know that the industry standard for measuring Programmatic Display campaigns is by click-through-rate (CTR), but it’s important to know that CTR alone should not define success. Clicks don’t provide the whole story (what happened after the click?) and they don’t necessarily mean a quality user (CMG Solutions). Some things you should look for to prove positive Programmatic Display campaign results: An Increase in Direct Traffic Programmatic Display campaigns are meant to drive more brand awareness, so an increase in direct traffic upon going live isn’t coincidental! Conversions Yes, we said this product isn’t best for driving conversions like form fills and phone calls, but that doesn’t mean it can’t. These types of conversions demonstrate a highly engaged user, but you could also track page view conversions to show user behavior. This can provide some visibility into what your audience is most drawn to on your site and could even help make the case for an additional campaign. Maybe users are really engaged with the Employment Opportunities page? Recommend a Recruiting campaign! Foot Traffic Attribution Geo-Fencing allows your client to have insight into how their campaign is performing via offline conversions. By drawing virtual fences around brick-and-mortar locations that your client’s ideal audience frequently visits, and by fencing their location as the conversion zone, a Programmatic Display campaign has the ability to track visits from these users to your client’s location! This makes for a strong case of proving positive ROI. So while it’s okay to use as a benchmark for your ad quality (is your messaging clear/engaging?) or keyword strategy, proving value beyond the click is key for getting your client to invest more in Programmatic Display with you. Conclusion Programmatic Display sells itself if its capabilities match the client’s goals. When you’re making money by maintaining customer satisfaction & providing proof of positive results that translate to their ROI, it’s easy to see why using display advertising is the right choice.

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