Paid Media has become a fundamental part of the online marketing mix. Get it right, and you can reach huge pockets of new audience. Get it wrong, and you’ve donated a lot of good marketing money to the ad platforms. If you lack the time or experience to run your own paid media campaigns, experienced agencies can help with digital marketing planning and strategies that can help you win.
When choosing a digital marketing agency for your paid media efforts, it’s important to ask the right questions to ensure they can align with your business goals and deliver the best results. This article will cover the essential questions to ask a paid media agency to determine if they are the right fit for your business.
What does a Paid Media Agency do?
A paid media agency helps businesses find and target their audience through strategic ad placements. They use platforms such as Meta Ads (encompassing Facebook and Instagram), Google Ads (including search and YouTube), TikTok, and Snapchat. By identifying the right audience and plotting a precise plan, agencies ensure your ads reach potential customers effectively.
How Does It Help Achieve Marketing Goals?
Paid media agencies aim to get your offers in front of the right people. They drive leads and sales by attracting new customers and retargeting previous ones. Retargeting is particularly cost-effective, reminding individuals who were previously close to purchasing about your offerings. This approach helps businesses maintain a steady flow of conversions.
What Services Do Paid Media Agencies Offer?
Paid media agencies typically provide a variety of services:- Retainers: For building systems that support ongoing growth.
- Strategy and Research: Foundational elements that guide effective ad campaigns.
- Specific Projects: Tailored services for time-sensitive events or major announcements.
How Does Paid Media Differ from Other Digital Marketing Strategies?
Paid media strategies differ from other digital marketing strategies in several ways:- Immediate Results: You can see the outcome of your ad spends quickly, even though some time might be needed to identify what works best.
- Scalability: Successful campaigns can be scaled up by increasing ad spend or applying successful strategies to other ad channels.
- Dependence on Budget: Unlike organic search, the traffic from paid media stops when the budget stops. This is a key consideration for long-term planning.
Why hire a Paid Media agency?
Paid media as a digital marketing channel is very competitive. 82% of companies focus on Google Ads for their paid media campaigns.
Hiring a paid media agency can transform your business by enhancing your advertising efforts and driving growth. Agencies bring expertise, strategic planning, and efficient campaign management that can scale your value proposition to a larger audience. They bridge the gap between your current operations and a robust internal team prepared for long-term sustainability.
The Key Questions to Ask Before Hiring a Paid Media Agency
Selecting the right paid media agency is crucial to achieving your business objectives. Below are essential questions to guide you in evaluating prospective agencies which you can take to your screening calls (and we’ve outlined the questions at the end of this article ready to paste into your notes):What is the strategy & thought process that goes into your paid media team’s plan?
Understanding an agency’s strategy is crucial. Ask them to explain their approach to research and planning. A well-structured strategy ensures effective campaign execution and demonstrates their expertise and transparency.
At a high level, your agency should be able to discuss some initial approaches (SKAG, journey-based advertising, etc.) that can help you reach your business goals.
How much and what experience do you have in our industry?
An agency’s track record speaks volumes. Experience in similar businesses or a diverse range of industries shows adaptability and niche capabilities. Experience, combined with a hunger for success, is a powerful combination. Check if they have relevant case studies and testimonials that demonstrate their expertise.
Do you have similar accounts that you have managed successfully?
Successful campaigns from similar clients can provide assurance of the agency’s capability. Request case studies to assess their performance and ask to speak with their clients if possible. This can validate their claims and give you confidence in their ability to deliver results.
Do you have examples of previous work or campaigns you did?
Examples of past campaigns offer concrete proof of an agency’s competence. Look for detailed case studies showing how they achieved specific goals and the results they delivered. Ensure the provided information is credible and aligns with your expectations.
Does your Paid Media team have relevant accreditations and certifications?
Accreditations like being a Google Partner or Meta Partner indicate a certain level of expertise and credibility. Certifications demonstrate that the agency meets industry standards and possesses the necessary knowledge. Verify the validity of these certifications by checking the linked profiles on respective platforms. Choose one that has partnerships with, or certifications from, industry leaders such as Google and HubSpot, so you know they’re up to speed with the latest techniques.
Examples of these certifications can be found on our Paid Media Page, showcasing our team of experts certified in Google Ads, Meta Ads, and Microsoft Advertising.
What reporting will we get?
Effective communication and transparency are crucial. Ask about the type of reports you will receive, their frequency, and the kind of insights they will provide. Good reporting should include more than just numbers; it should offer actionable insights and clear narratives to inform future strategies.
For example, we use Looker Studio for reporting and connecting potential leads to our clients’ CRMs. This enables us to receive real-time campaign data and allows clients to measure performance instantly.
How often will I receive progress reports?
Frequent updates keep you informed about the status and performance of your campaigns. Typically, you should expect weekly status updates and monthly detailed reviews. Ensure the agency is committed to regular communication to address any issues promptly and keep you informed.
What performance metrics will you put in place?
Specific key performance indicators (KPIs) are necessary to measure campaign success. In paid media, KPIs might include impressions, click-through rates, and conversions. Ensure these metrics are aligned with your business goals and that they are clear and understandable.
What day-to-day tasks will be completed?
Understand the daily responsibilities of the agency to ensure they are effectively managing your account. This includes monitoring campaign performance, optimising ads, and strategising on new initiatives. Regular check-ins and deeper analyses should be part of their daily and weekly workflows.
How often will we have calls?
The frequency of calls depends on your needs and the complexity of your campaigns. Regular communication, typically weekly or bi-weekly, ensures both parties are aligned and can address any issues quickly. Ensure there are clear lines of communication for urgent matters. Asking your agency how often you will have calls can help set expectations and ensure that everyone is on the same page throughout the campaign.
How do you minimise wasted spend?
Effective agencies strategize to optimise ad spend and minimise waste. They should be transparent about their approach to experimentation and scaling successful initiatives. Ask about their model for balancing effective spend and testing new strategies. This will help ensure your budget is used effectively for reaching your results and experiment for optimisation.
Will I have access to the advertising accounts?
Ownership of ad accounts is vital for transparency and control. Ensure the agency runs campaigns through your business’s ad accounts. This allows you to retain campaign history and valuable data, enabling continuity even if you decide to switch agencies.
How do I choose a good Paid media agency?
Evaluate agencies based on their case studies, client testimonials, and their strategic approach. Look for agencies with a proven track record, relevant certifications, and strong communication practices. Ensure they are up to date with industry trends and have a clear process for managing and optimising your campaigns.
In summary, hiring a paid media agency can propel your business forward by leveraging their expertise, tools, and strategic insights. By asking these critical questions, you ensure that you choose the right partner who aligns with your goals and provides measurable value.
Your Paid Media Agency Interview Agenda
- What is the strategy & thought process that goes into your paid media team’s plan?
- How much and what experience do you have in our industry?
- Do you have similar accounts that you have managed successfully?
- Do you have examples of previous work or campaigns you did?
- Does your Paid Media team have relevant accreditations and certifications?
- What reporting will we get?
- How often will I receive progress reports?
- What performance metrics will you put in place?
- What day-to-day tasks will be completed?
- How often will we have calls?
- How do you minimise wasted spend?
- Will I have access to the advertising accounts?
If you’re looking for a paid media agency that has a proven track record of high-performing campaigns, uses cutting edge technology and have certified specialists from across the globe, then look no further. Stop searching and book a call with our team or contact us today.
