After Hearing Criticism, White Shark Builds Business Around Transparency

Transparency is key within the context of a business-client relationship. Transparency protects you like a shield against all sorts of negative things, such as incompetence and poor performance. It is easy for an AdWords management company to not be transparent. Most small business owners don’t really understand the in’s and out’s of an internet campaign. It’s easy to feel lost in all the technical jargon and sort of give up, putting complete faith in an AdWords company. It would be easy for a company to take advantage of that faith for their own personal gain.

Through the years, White Shark Media has heard the voices of clients and taken steps to increase transparency. The first thing that the AdWords company did was to increase communication through multiple channels. One of the most effective communication tools that the company uses is a real, live representative assigned to each campaign. The phone number for this rep is given to the client and whenever there is a need or a question, the answer is just a phone call away. Now, a point man on a campaign is nothing groundbreaking and that line of communication has its flaws — the representative could be on vacation, for example — so White Shark has installed layers of protection. The client is given a second representative to call making it a virtual guarantee that person-to-person communication is always available.

White Shark Media also hosts monthly reports with a virtual meeting. The client receives a packet with all the information about how the campaign is succeeding days before an actual meeting takes place. The virtual meeting takes place via the internet, using a program that White Shark controls. This allows the AdWords marketer to display charts, figures and pictures on the screen, furthering the ability to communicate about the campaign. And since the packet of information arrives a few days before the meeting, the client has plenty of time to look at the info and develop pertinent questions for the meeting. All of this makes the meetings an incredibly effective communication tool. These virtual meetings can also happen at any time upon request, furthering transparency between White Shark and its clients.

Another criticism that White Shark has heard over the years has inspired the company to change policy. They used to run campaigns exclusively through their own AdWords account. Now they open a new account specifically for the client and run the campaign through the newly formed account. This allows the client to log into the account at any given time to see the progress of the campaign for themselves. This way, the client feels in complete control and has no chance of being taken advantage of at any time.

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