First off, it’s important to define what White Shark Media is trying to do. For those who might have blinked and missed this development, AdWords is Google’s ‘Pay Per Click’ advertising option available on their search pages, and White Shark’s goal is to manage the advertising campaigns for their clients on Google, a sort of internet middle-man that will allow them to get the most for their money.
Or will it? The clients apparently don’t know, as the first complaint listed is that clients lose touch with their AdWords campaigns. In other words, they’re paying money to the middle man, but they aren’t able to find the metrics that would tell them if the advertisements are generating interest. White Shark acknowledged the difficulties, and explains that they have improved communications by adding monthly status meetings and direct extensions to allow clients to quickly contact their individual agents. They also mention that they will provide certain analytics through Google free of charge, when possible.
The next complaint is fairly serious, “My old campaigns were performing better than your new campaigns.” Oops! If your job is to optimize, and it ends up worse than before you started, that is indeed complaint worthy. White Shark Media acknowledges this, and says that they will do better at incorporating the successful parts of their clients old campaigns. They also point out that their SEM (Search Engine Marketing) Strategists are overseen by supervisors. This doesn’t exactly seem like a major overhaul has taken place, but it is encouraging that the problem is addressed.
Finally, customers complain that their POC within White Shark isn’t living up to the promises made by the individual who made the sale. The company responded by explaining new changes that allow a company to keep their initial SEM Consultant through their campaign, and that while they may not be the primary point of contact, they will remain in the client’s circle as long as the client needs them. How much of that change is cosmetic remains to be seen, but it could be a step in the right direction.
All in all the problems White Shark has listed do not seem to be devastating issues with their brand or their business model, they seem more along the lines of a new business in a new market working out the kinks in their system. Publicly admitting their flaws is a bold move, and it may be an example of exactly the kind of bold choices a company needs in order to stay alive in the internet world.