Ownership is about more than holding the rights to your ad account data, it’s also about what you do with it
Your ads are the key to your customers’ hearts… and pockets. And in the data-driven world, we call home, the metrics generated on your ad campaigns’ performance can help bridge any gap between marketing content creation and paid ads’ monetization. Here’s a look at why and how:
Ad data is integral to your campaigns’ future performance
It’s astounding what you can do with the data generated from your ad account. With the proper skills and analytics tools in hand, you can transform collected information on leads, click-throughs, bounce rates and more into actionable insights that improve your future campaigns’ results, and drive your sales up. Way up. This is because your ad data is THE spotlight on which aspects of your campaigns are resonating with members of your target audience, and which aren’t. It is literally a list of information that tells you not just whether your ads are performing well, but also how and in what ways are they more or less aligned with your business and marketing goals (KPIs). And like with most things in life, you’ve got to use it (the data), or you’ll lose it (future profits) - a concession you should never be willing to make.
You have to own it to profit from it long-term
Beware of marketing agencies that seek to claim ownership over your digital marketing assets! This is never a good idea. Though they may insist that it’s faster and more efficient for them to run all of their clients’ ad accounts through their own agency account, your larger, long-term profits depend on you owning your ad account and the data it generates, from the very beginning.
First, ownership equals control, with respect to digital and non-digital marketing performance and assets. You must have control over all your business assets - and this includes your ad account data. You have to make sure it’s not being used to your competition’s advantage, and ensure you’re never shut out of your account, should you and your agency decide to one day part ways. This is because the data is how you learn about your target audience, their likes and dislikes, and what motivates them to take action. The last thing you want is to have to start from scratch and rebuilt your marketing fundamentals every time you break ties with a marketer, which does happen from time to time. That would waste time and money - the opposite of the effect you’re looking for.
And second, your ad reputation is not the only profit-generating element at stake when you don’t own your own ad account (and data). The ability to benefit from social networks’ rewards for great content, such as a lower price per click, will be out of your reach as well. To benefit from historical performance, you have to own your data and ensure no other business’ ads are deployed from the same account as yours. Namely, you have to have control over and access to your historical performance data, in order to be able to constantly learn from it and optimize your ad content and strategy, as required. Otherwise, you run the risk of your reputation growing outdated with time - not the marketing results you’re likely looking for
Dos and Don’ts of ad account data monetization
Do: Go over any contract with an ad agency with a fine-tooth comb. Make sure you own your ad account and data and are guaranteed it will only be used to help achieve your digital marketing KPIs.
Don’t: Be Naive. Your ads and their data can and should remain yours, even if the marketers are the ones physically writing and publishing the content. Doing the work does not equal ownership of intellectual property; the text in the contract you signed does.
Do: Create your own ad account before signing with any marketing agency. That way, their logic behind setting up your ads through their account can’t possibly hold water.
Don’t: Relinquish control over ad account billing. You need to know the scope of your ad spend - what’s going in and out, at all times.
Do: Turn to Mayple to find the best-fit marketer who will help you OWN your ad account and data, in every way possible. The Mayple team will manage your account and monitor performance so you can optimize your ads for maximum profits, all of which you own, so you can grow your business and scale.
Contact Mayple and start profiting from the control and quality assurance of smart management, today!