How to Choose an Ad Agency
In a world where digital is the future, hiring a digital marketing agency for your brand is the best for your business.
Partnering with an ad agency is necessary as the business grows, but not all agencies are created equal, and sifting through thousands of ad agencies can be overwhelming.
Advertising agencies will assist you with marketing campaigns, and if you want to outsource them, choosing the right ad agency for you can be challenging.
However, we’ll be showing you the necessary factors to consider in choosing one.
In-House Teams vs Third-Party Agencies
When one is deciding whether to manage campaigns internally or externally, it often comes down to the following: overall budget, the platforms or channels, and the team skills and analytics tools you have to work with.
Outsourcing your marketing campaigns to ad agencies will help build your online presence as a brand.
Doing so will also expand the skills of your current team. It will equip you with the right talents that will help you reach your marketing target.
For instance, if you don’t have a graphic designer on your team, an agency will help you with that.
Ad agencies are also well-versed in optimization technologies, which they can use to increase your website’s rank and hopefully, get it on the first page of relevant search results.
Another benefit you can get from them is they may have a direct relationship with Facebook, Google, and other platforms, unlike your internal team.
It’s also hard to find and manage internal team marketers, so leaning into the creative agencies’ recruiting and training process will be good for you.
Things to Consider When Choosing an Ad Agency
Ad agencies are not created equally. They may see their customers differently, so it’s essential to get to know how an agency treats its clients before choosing one.
1. Identifying the Potential Agencies and Your Advertising Objective
You must already have an idea of what you want to accomplish before embarking on a marketing campaign.
Some agencies are experts on navigating B2C relations, while others excel in B2B relations. B2C stands for business to consumer, whereas B2B stands for business to business.
Some agencies do full-service, and there are some that deal only with certain specialty solutions.
Being aware of the agencies that can handle big budgets and those that can only manage small budgets is also important to consider.
2. Creating a Questionnaire for Your Target Agency
A quick search may not be enough for you to assess an agency well. It’s important to see if they can meet your needs.
Asking them some probing questions will help you know them better and narrow down your list.
For instance, if both optimization and web design are important factors to your business, you need to ask the questions related to your goal in mind.
For SEO, you may ask what tools they use or if they utilize black hat or white hat SEO.
Both black hat and white hat SEO aim to increase your website’s result page ranking. However, black hat SEO tends to do this without any regard to existing search engine guidelines.
3. Inviting Your Best Candidates to Pitch Service
The candidates will start the pitching process by learning about your budget, history, and needs. They may also get involved in your current campaigns on Facebook Ads, Google Ads, Microsoft Ads, and other similar platforms if any.
It’s basically their chance to show you why you should choose them and what makes them different from other agencies. You should expect a good pitch to be detailed about what they can offer for your business that others cannot.
You should assess the quality of their team and whether their values and skills align with your brand’s identity and goals. See if they have strategic-level ideas, a good mix of media, and optimization tools.
4. Picking the Committed Front-Runner
Once you pick the agency that suits you, it’s time to take the next step.
Communication is very important in the relationship between you and the ad agency to make things work.
Speak to their references to evaluate their credibility as an ad agency and see the work they’ve done for past clients or brands.
Don’t be afraid to negotiate the agreement between you and your agency. The agreement basically serves as a mutual contract, whether verbal or written, that should set your expectation and budget.
Lastly, ask for a statement of work. This is a written document that finalizes all the responsibilities the ad agency has to do for your company, including the scope of work, deliverables, timelines, and payment methods.
Hopefully, the list mentioned above will help you find the perfect ad agency for you and your business.
The relationship between your business and your agency is one of the important relationships you have since they will help with your brand expansion, customer retention, and sales.
In today’s high-tech digital world, an advertising agency is an ideal partner. Now, you’re on your way to marketing success and profitably expanding to international business operations.
For more digital marketing tips, don’t hesitate to visit this page.
More resources for business owners:
Best Business Consulting Firms in Dubai
Dubai Business Owners’ Primer for Digital Marketing