White Shark Media takes very seriously any communication that may be a criticism because they are a customer oriented online advertising agency.
Communications include compliments as well as complaints. They read and heed complaints as seriously as compliments. They appreciate all review posts on exceptional service and results, as constructing a thoughtful and generous review takes time.
Communication is of paramount concern–not only for the client–but for the company as well. White Shark Media has begun a concentrated, targeted effort at correcting and reversing all complaints as they are received. Their agents are under-going strict retraining programs to ensure they can understand and provide better assistance in all aspects of Pay Per Click (PPC) campaigns.
Communications previously began with a receptionist, but not any more! They implemented an online tool they now call “GoToMeeting.” This scheduled monthly conference call utilizes a shared window allowing both the client and the company to view the same screen. Additionally, the phone system has been altered to allow an extension number or direct link to the client’s contact person. If the client cannot reach his contact person, he also has the link and access to the supervisor.
There were comments from small business owners who were having problems reviewing the AdWords campaigns created by White Shark Media. They were finding interpretations of results difficult to follow or understand. A new system was installed insuring each client receive a more thorough clarification of all campaigns, including the record of successes and the elimination of slower performing tactics.
An additional issue was the apparent success of the old campaign versus the new campaign. All points of a current successful campaign are taken into consideration with the creation of any new project. The project is followed and supervised by the client’s consultant. Time is an important element in the creation of a growth strategy.
Another complaint was handled by setting up accounts that are registered in the name of the account holders. This gives the account holder greater direct control over their AdWords campaign as well as better tracking of the campaign performance. The company added the capability of conversion tracking as well as call tracking. Many customers are acquired through phone calls and these can now be included in the tracking as well.
In the past, some clients felt that after they signed up, the new contact person had not been brought up to speed. Senior consultants continue to guide and supervise from sign-up to ultimate campaign. While they may no longer be the primary point of contact, they always remain available for questions.
One of the hallmarks of a successful, aggressive online AdWords management team is the immediate handling of complaints as they arise. They are.
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