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Tired of paying high fees to an advertising agency that doesn’t provide results, a savvy marketing manager decided to take matters into his own hands. After conducting some research, he found success stories on the internet about companies who had managed their own campaigns and produced better results than they ever did with an agency.
After doing some more research and reading up on techniques for in-house campaign management – from website design and optimization techniques to content creation strategies – he made the decision to manage all future company campaigns in-house. He set out by creating one team devoted solely to web development and another dedicated exclusively to social media campaigns.
The marketing manager’s job was to create and launch Google Ads for the company. He created a new campaign that was mostly done through his phone, which is where he spent most of his hours anyways. The first step involved identifying the keywords that were relevant for the type of ads he wanted to run (targeted towards people with specific interests).
When writing copy, it’s important to keep in mind who your audience is and what they might be interested in–so this part took a lot of experimentation. Once these two parts were complete, it was as simple as scheduling when these campaigns would happen based on trends throughout the week. This particular marketer liked being able to interact with potential clients during off-hours because he found them easier to talk to.
“I was skeptical at first, but the case study proved me wrong. I have never seen such a high conversion rate for our PPC campaign,” said his boss with a smile as he handed over the report to him. They were looking over their monthly earnings, and it had increased by almost 30%. He muttered something under his breath about her being too soft on employees but then shrugged and went back to outlining new strategies for upcoming phases of their marketing plan.
