Chapter 20. Internet Marketing Agencies

Are you a bit overwhelmed by your ROI tracking tool options? Luckily, there's a "hands-free" alternative if you want it. Work with an Internet marketing agency. Let them implement a range of tools (or use yours) to monitor and then refine your search engine campaigns . You can supervise.

Advertising.com and Performics (see Figures 20.1 and 20.2) are two examples of agencies that offer search engine marketing as one of several services. I chose these agencies because they represent a rarity in this field: They offer a cost-per-acquisition (CPA) pricing model instead of a flat rate or media commission fee. It's not always the best among the three choices, but this no-risk opportunity is unquestionably appealing to companies that prioritize a performance guarantee.

Figure 20.1. Advertising.com offers search engine, email, web, and promotional marketing on a CPA basis.

Figure 20.2. Performics offers search engine, affiliate, and email marketing on a CPA basis.

Tip

Ask agencies you're interviewing to define search engine marketing. Do they handle paid placement (Fixed Placement and Pay-For-Placement)? Do they manage paid inclusion (Submit URL and Trusted Feed), along with site optimization, which is a necessary foundation to achieve success through inclusion programs?

I've worked at two agencies and now run my own, but I'm not sold on the agency model for everyone. I also train marketers on how to execute their own campaigns because I believe those with the interest and dedication can reap similar success as achieved by agencies.