News & Views

Working with Google on Media Buys? Here’s What You Need to Know. 

With recent news of mass layoffs at Google, organizations advertising on the platform are being encouraged to work directly with media buying agencies to ensure that campaigns continue to receive the service they deserve. 

While we don’t love the layoffs, we do believe that working with agencies specialized in economic development digital advertising is the way to go for most EDOs given this news. As much as we love placing search, display and video ads on Google’s extensive network, we often caution our clients against taking advice from Google reps as the Bible, as their bidding strategies don’t always understand the nuances of the economic development industry. In this blog, we will share why you should reconsider working directly with Google, and what our approach can do for your campaigns and ROI.  

Over the years, we have seen that the economic development industry requires a special approach when it comes to media buying on Google and other search engines. Corporate executives care about the data, facts and other companies like them who are succeeding in a region.   

In addition, for our campaigns, we put a premium on reaching the best people possible, especially if the target is business decision-makers. If we see a campaign in our industry has big impression numbers, that typically flags that ad budgets are being wasted.   

We have seen campaigns tank when people follow the advice of Google reps who are not familiar with these nuances. That’s why many EDOs are turning to third-party resellers like us—we have experts that specialize in economic development campaigns and know how to get results quickly and efficiently.  

Our experience has shown that a 3.96% conversion rate is an industry benchmark for B2B campaigns, but clients who work with us often perform much higher than that—with our campaigns providing 120% more ROI than the rest of the industry. 

We also track every campaign meticulously so that you can see exactly how your money is being spent and whether it is worth continuing with or changing tactics altogether.  

It’s clear that working with agencies like us makes more sense for most economic development organizations looking for media buys on Google than working directly with them does. Our experienced team understands the economic development industry and knows how to get results quickly and efficiently while providing more ROI than anyone else in the market.  

If you’re considering investing in media buys, contact us today so we can discuss your needs and provide you with an effective strategy tailored specifically for your business.  

Written By

Susan Brake

Susan Brake is Vice President at DCI overseeing the digital media strategy for all the firm's economic development clients. Since joining the company, she has effectively leveraged traditional and social media tactics to reach target audiences for her clients large and small.

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