Brighton: Convince Clients of PPC Success
At Brighton (www.brightonusa.com), the meaning of success is clearly defined. Success is realized by delivering the highest ROI for effective, memorable communications to every client, all the time. A full-service marketing, advertising and digital marketing agency, Brighton serves regional and national clients from its St. Louis headquarters. But Jason Loyet, Brighton's Business Development Director, needed some help getting one client in particular excited about their pay-per-click opportunities.
Brighton turned to ClickTracks; Jason and his team implemented ClickTracks in place of their existing web metrics solution.
Before ClickTracks
"We're in the business of not only delivering results, but also of educating clients as to the value of each available opportunity," said Jason. "One of our largest clients- a local university, had been doing some pay-per-click (PPC) advertising at our suggestion, but we could clearly see that they were more than a bit skeptical about its impact. Using another web metrics product, we were providing our client contacts with reports on the results of their ads. Unfortunately, these reports were somewhat difficult to understand and just weren't getting them too excited about PPC."
Jason knew he had to do something more to get buy-in from the internal audience of his university client.
After ClickTracks
A mere sixty days after the implementation, Jason had the chance to put ClickTracks to the test. Would its reports be enough to wow his clients?
"The night before our meeting with the university's marketing department, I felt confident that what we were going to show them would leave no doubt in their minds that our tactics were working," said Jason. "We went into the meeting, armed with a series of ClickTracks reports-we'd used ClickTracks' label wizard to highlight visitors from PPC campaigns, so it'd be very easy for the staff to see how the PPC visitor compared to the organic search visitor. The response from the marketing staff was like a light bulb going on in the room. They could immediately see for themselves how the PPC campaigns we'd been so adamant about were really adding value to their marketing efforts."
Specifically, ClickTracks analysis gave the marketing staff confidence enough to not only continue their current efforts, but to direct even more funding toward an advertising medium that was bringing results. "As a result of the information we provided them, the university agreed to increase their PPC investment by three times the amount they were originally spending. Since then, the results have been equally impressive," noted Jason.
For a company like Brighton, ClickTracks makes the Web just as accountable as traditional media outlets. "As the number one media buyer in the St. Louis area, we do a ton of print media placements. Our clients have grown accustomed to getting the tear sheets and traffic schedules that show the frequency and reach of these efforts," continued Jason. "What ClickTracks has allowed us to do is to take our expertise and make it relevant for web purchases, as well.
From broadcast, to print, to online media, Brighton is now providing fully accountable media metrics in every medium. That's something we're proud about," concluded Jason, "as well as something that makes our clients very happy."
