trailer industry . After all , your manager will be tasked with picking keywords and writing ads , and you want to make sure that he or she speaks directly to your core market . If you pick someone who doesn ’ t know the language , your campaign could end up being a big swing and a miss .
It is equally as important to pick someone who knows how to use AdWords . AdWords is an extremely sophisticated tool and like any tool it ’ s most effective in the hands of an experienced operator . Study after study shows how important the right strategy is to running a successful campaign . If you pick an account manager who already knows the ins and outs of AdWords , you ’ re much more likely to hit a homerun right off the bat .
How to Select an Account Manager If you ’ re thinking of signing up with an individual manager or agency , first ask if they are AdWords certified . Ask whether they ’ ve ever managed an ad campaign for a business like yours before with the kind of budget you want to target . If the management option you ’ re exploring has done great things for smaller trailer dealers with a few dozen items in inventory and you want to promote several hundred trailers from coast to coast , you might do well to look at other options .
If you ’ re thinking of signing with an agency , ask if you ’ ll be able to have direct access to the person responsible for your campaign . Ask how much time this person usually spends actively managing his or her accounts . You don ’ t want to spend thousands of dollars on a set-it-and-forget-it type of agency only to realize months later that your ads aren ’ t keeping pace with your website or your customers .
Finally , make sure the manager or agency you select is committed to transparency . If you ’ d like to get regular reports on your campaign performance , set those expectations up-front . If being able to ask questions and make requests is important to you , say so . Will you get access to view your actual AdWords account ? If the answer is no , it might be wisest to walk away . A reputable manager or agency will be committed to providing you the kind of communication and access you ask for .
Bottom line : SEM can be an excellent and cost-effective way to build your business , and selecting the right SEM management tools and partners can have an especially positive impact . If you ’ re looking for a way to increase your website traffic , generate more leads , and sell more trailers , SEM could be the way forward for you .
For more information , please contact Trailer Central at 800-TRLR-216 or www . trailercentral . com .
46 NATDA Magazine www . natda . org