Only £115 + VAT! That’s a price we’ve recently seen advertised by a large, well-known media & telecoms company for Paid Media Management across Google, Facebook and Instagram and that’s including your click budget! Sounds like a great deal doesn’t it?
At first glance, yes – you’d jump straight in – but it’s not until you look at the detail that you realise this is the complete opposite of a ‘great deal’. Here’s why:
Multi-Platform
When it comes to that £115, £100 is allocated to your media budget, with a £15 management fee.
That’s simply not enough click budget. Depending what industry you’re in, CPC’s can vary dramatically, if you’re in an industry that averages a £20 CPC you’re going to get 5 clicks for your budget. 5. Even with a 20% conversion rate, which is highly unlikely in this hyper-competitive world, you’re only going to get 1 conversion – hardly ground-breaking!
Meta (the overarching company that owns Facebook and Instagram) advises a minimum media budget of £250 per month to allow the system to utilise its machine learning capabilities to maximise your campaign performance. That’s just gobbled up your £100 and some!
£100 over one month is just not enough for a media budget on 1 channel, never mind across 3.
Built-in campaign analytics
This is basically just an easy way of saying ‘we’re not going to look at your campaign analytics’ because we’ll just show you what the platform tells us.
Smart Setup and Optimisation
This is the nail in the coffin. Smart Setup and Optimisation suggests they’re going to give the platform the least amount of information as possible and then not touch it because we’re just going to let machine learning do its thing.
Then again, what do you expect for £15?
And that's not all....
As part of this multi-million pound company’s ‘premium’ digital marketing package, you get a maximum of 6 Google Analytics goals.
This might seem like a fair number, 6 goals should surely be able to track everything you need to know for your campaigns? However, why should you be limited? And how do you choose which 6?
Here at Keane we’ve worked on some large PPC and Paid Media campaigns which have a variety of goals within the same accounts. Some of our accounts have north of 10 goals to allow us to get to the gritty granular detail that is imperative for effectively optimising paid media campaigns.
Whilst the media budget here is better (£800 +30% service fee +VAT), you’re paying for potentially limited campaigns due to the limitations on your Google Analytics goals. It also begs the questions as to whether this company will allow you to add Meta tracking codes to maximise your Facebook & Instagram campaigns, because unfortunately, Google Analytics tracking will do nothing in terms of giving Meta the information it needs for its machine learning and campaign optimisation.
If something seems to good to be true, it usually is!
If you want to talk to our expert team about how we can maximise your Paid Media without all of the limitations, get in touch with our team today!
