Who you hire to manage your Digital Marketing matters.

A Google Ads Campaign with $30,000 spent over 2 months with no conversions; an Amazon PPC Campaign with $100k spent and no conversions; A Social Media agency with a 1 year contract posting 2x weekly but gaining no likes or followers; These are real examples of Digital Marketing Malpractice that I have seen over just the past few months.

While there have been major advancements in automation across all marketing platforms, including Google, Amazon and Facebook, these don’t necessarily improve the ROI for advertisers on these platforms, and in fact, they can be detrimental. This is why you hire to manage your Digital Marketing Campaigns matters.

These online marketing platforms are not your “partners”. The objectives of Google, Amazon, Facebook, Youtube, Walmart and all marketing channels is to earn as much revenue as possible. The objective of advertisers is to be as efficient as possible. Not only do you not have shared goals, but they present a conflict of interest.

We have fielded numerous calls from “customer service reps” from Google Ads, Walmart, Facebook and others. Although some are better at masking it than others, their goal is always to get the advertiser to increase spending, not improve efficiency.

This isn’t to say you shouldn’t utilize these platforms, for most businesses having an active online presence is vital. What it does mean is that it should be viewed as a mutually beneficial relationship, not a partnership.

So what happens when you rely on Google Ads AI, or Amazon PPC Automation? Generally nothing good, you may see some short term improved results, as these campaigns tend to focus on re-marketing, then your performance will drop.

Automated Digital Marketing campaigns aren’t all bad, they can play a useful role, particularly in uncovering new placements and markets, but they should only be part of the mix in a well run campaign.

The problem is that many Digital Marketing Agencies rely heavily on automated online marketing campaigns. It is less time consuming, and requires less expertise. For digital marketing agencies with inexperienced interns, it makes life easier, and more profitable. For their clients, not so much.

That is why at O2 Consulting we like to refer to ourselves as a “Boutique Digital Marketing Agency”. Each account is actively managed by an experienced digital marketing expert, and we treat it as if it was our own.

If you want to find out how O2 Consulting can help your business, reach out for a free consultation.