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Evenimente Marketing Online
June brought excellent news for WebDigital. After being nominated as a finalist in the Global Digital Excellence Awards with three projects, the team won first place in the “Global Small PPC Agency of the Year” category.
Other winning agencies in various categories included Digitaloft, PMG, Pole Star Digital, Peak Ace, Stein IAS, Kenshoo, OnCrawl, and AccuRanker. The full list of winners can be viewed here: https://globaldigitalexcellenceawards.com/2020-winners/
The Global Digital Excellence Awards is an international competition to celebrate and reward exceptional digital campaigns, businesses, agencies, and talents. These awards recognize campaigns, teams, agencies, companies, and individuals who have exceeded expectations across 64 categories of excellence in digital marketing.
WebDigital submitted its project in the “Global Small PPC Agency of the Year” category, highlighting elements such as working methodologies, internal processes, optimization tools used, results of projects managed by the agency, and the shift in vision at the beginning of 2020 from “Just-Pay-Per-Click” to “Elevated Performance.”
We will further detail the key elements from the case study submitted in the competition.
A NEW AGENCY MINDSET STARTING IN 2020
The year 2020 brought an upgrade in WebDigital’s vision and approach, migrating from the concept of Pay Per Click Marketing to the new concept of Performance Marketing. This shift increased efforts towards maximizing our clients’ business objectives, especially profitability and maximizing sales or conversions.
This new mindset was also reflected in the rebranding at the beginning of the year.
SYSTEMS FOR MONITORING AND OPTIMIZING INTERNAL PERFORMANCE
To ensure that execution aligns with the agency’s new mindset, the systems used played an important role both in the results we obtained and in further refining our working methodologies and approach.
- Budget Management (by Reefkig): An efficient system for monitoring budget dynamics for the projects the agency runs campaigns for. This system provides real-time data, helping us quickly observe deviations and promptly adjust budgets.
- Task Management (by Reefkig): An application that perfectly fits WebDigital’s working methodology, ensuring correct and efficient task prioritization.
- Task swimlane
- Mind & Muscle performance analysis
- Performance analysis by project
- Performance analysis by task type
Reporting: A daily, weekly, and monthly reporting system, both internal and external, that helps us stay updated on all key indicators the agency seeks to optimize and improve. This system allows us to see in real-time what’s happening in the accounts for which we run promotional campaigns for, enabling us to intervene quickly where optimization or development is needed based on observed results.
Quality Assurance Checklist: An internal document that ensures all accounts benefit from at least the minimum implementations to guarantee reasonable performance. Moreover, it helps the team progressively bring accounts to maximum implementations to ensure the spectacular performances demonstrated in accounts that reached the finals in international competitions.
Working Methodologies and Checklists: An internal performance wiki containing working methodologies, checklists, best practices, various encountered issues, solutions to different problems, and troubleshooting tools. This resource helps teams act consistently across all accounts in the agency’s portfolio. The performance wiki is continuously updated, corrected, and improved to ensure evolution in implementation, development, and optimization processes.
WebDigital Internship Program: Over the past five years, this program has produced more than 25 specialists in Performance Marketing, many of whom now hold management positions in performance departments, either in 360 agencies or directly in businesses for which agencies deliver performance marketing services. The paid internship program lasts six months of intensive training, followed by an 18-month career program during which participants consolidate their knowledge by performing tasks on active agency accounts.
Project Results Managed by WebDigital: All the tools and methodologies mentioned above aim to generate added value for clients for whom WebDigital runs campaigns. This translates for the team into maximizing the objectives agreed upon with the agency’s clients.
Agency Growth Rate in Terms of Turnover: Since early 2019, we’ve experienced slow growth until the fourth quarter, when we accelerated acquisition processes. The results were quick to follow, and in December, we managed to grow the portfolio by 76%. WebDigital was not spared from the COVID-19 pandemic, which was felt in April and May. However, starting in June, due to new client acquisitions and the reactivation of paused campaigns during the pandemic, we returned to the average from the first quarter of 2020. From July onwards, we expect accelerated growth until the end of the year, aiming to double the turnover compared to 2019.
Finalists in International Competitions: Since 2019, we’ve started submitting WebDigital projects to international competitions. In all these competitions, the agency had at least one project that qualified as a finalist. This demonstrates that our working methodologies and systems, which directly impact the results of the projects for which we run campaigns, are valid and produce positive effects. Competitions where WebDigital submitted projects include:
