Many advertisers and agencies looking for an SEM Campaign Management technology are taking advantage of testing platforms before moving into a long-term contract. This makes a lot of sense.
The question though, is how to know if a test is successful.
Criteria for success fall into two categories: Usability and Performance.
Usability
Pros: You can get a sense very quickly of whether the platform fits your day-to-day management needs. Is the platform fast-loading, intuitive, and flexible? Does it cut down the number of hours typically spent doing routine work? Does it provide easy access to reports and the ability to manipulate large chunks of data with minimal struggle? Within a couple weeks of a test, you will naturally get a good sense of whether the technology is making your life easier or more stressful.
Cons: While easy to get a sense of, usability is difficult to quantify. Ultimately, this is a subjective decision, so you need to be careful to take a balanced perspective on the user experience.
Performance
Pros: Performance is measurable & definable: You can set specific goals and assess whether those goals have been met or not by using the platform.
Cons: All SEM programs are different. Depending on the accounts’ history and previous technology solutions, estimated results can vary. While in some instances, improvements can be found within a couple weeks, in other cases it may take months before finding the optimal way to take advantage of the platform. It’s critical to give an appropriate timeframe for measuring performance enhancements, typically 1-3 months.
Ultimately, a successful test will combine strong usability with a lift in performance. While SEM is all about improving results, it’s also important to go with your gut and choose the solution that will help you manage your SEM program as efficiently as possible.
Josh Krafchin
