Welcome Back to The Dish, Practice Cafe’s Newsletter!
This is The Dish, your weekly digest providing actionable insights on how to maximize your dental marketing dollars. Each week, we send out short and sweet treats to help you navigate the obstacles our clients are facing in real time.
Here’s Your Weekly Slice
Marketing Transparency & Accountability
We recently had a conversation with a potential customer that we felt compelled to write about. The dentist is spending $1,050/month on Google ad spend. However, the marketing agency was collecting that $1,050 directly from the customer and wouldn’t allow them access to their Google Ads account. If you’ve found yourself in this situation, it’s problematic for several reasons, but here are a couple:
- Limited Visibility: You need to ensure your marketing dollars are being spent as expected. Without access, how can you be 100% sure the $1,050/month is going directly to ads?
- Restricted Insight: Without access, you can’t see which keywords or campaigns your marketing agency is bidding on. Are the Google ads truly attracting the right types of patients for your practice?
Today, I’m outlining two easy ways you can gain transparency and accountability from your marketing partner.
Insist on Access to Your Google Ads Account
Most agencies hesitate to provide full access (Standard or Admin) to ad accounts because it would allow clients to edit ads and campaigns. Since agencies need to ensure accountability for results, this is understandable.
However, clients can (and should) have read-only access. This allows you to monitor how your ads account is being managed without making changes. Read-only access is a fair and reasonable request.
Link Your Own Credit Card to the Ads Account
When Google drafts directly from your payment method, your controller can reconcile monthly, ensuring that 100% of your ad spend goes directly to ads. Plus, why should your marketing partner get those SkyMiles?
If your marketing partner isn’t willing to budge on one or both of these requests, there might be deeper transparency issues that need to be addressed.
Need More Help?
If you’re ready to start fresh with a marketing agency that prides itself on transparency, let’s talk.
Give us a shout
