Selecting a Paid Media Agency
The domain of paid media and digital advertising is so vast, and it’s constantly changing as different channels change algorithms.
This is why you need a specialist who commits to staying in the loop on all things related to paid media on an ongoing basis.
Introducing Paid Media Specialists
If you decide to outsource to a paid media and PPC agency, you’re going to have access to a team of specialists.
Paid media specialists take ownership of developing and optimizing paid media channels, often operating as part of a larger digital marketing team. They fully understand how digital advertising efforts align with overarching marketing goals and big-picture business objectives.
Within the umbrella of paid media specialists, there are several roles that are built around specific channels.
The PPC Specialist
Also referred to as PPC strategists, their main responsibilities revolve around PPC campaigns. They cover all the bases for these campaigns. For example, their responsibilities include:
- Creating a variety of PPC campaigns targeting a range of digital channels.
- Writing advertising copy and proofreading content related to their campaigns.
- Measuring and analyzing campaign performance and making recommendations to optimize them over time.
- Presenting reports to different audiences, like their leadership team and clients.
- Staying in the know on PPC best practices and trends.
The Social Media Specialist
Within the niche of paid media is the social media landscape. There are several platforms where advertising can make a big impact, and social media specialists are the go-to experts on each of these channels. Their responsibilities include:
- Developing social media ad campaigns for relevant channels, including Facebook, LinkedIn, Twitter, and Instagram.
- Collaborating with the digital marketing team on various initiatives, like content creation.
- Defining key performance indicators (KPIs) for every campaign and analyzing results over time.
- Monitoring user engagement and optimizing campaigns to maximize reach of social media ads.
- Researching social media advertising trends and best practices.
These specialists are just a couple of resources you can gain when you hire a paid media agency.
What to Look For in a Paid Media and PPC Agency
As you’re evaluating your options for PPC agencies and marketing agencies who provide full service paid media services, keep the following considerations in mind.
Their Experience
How do you know if the marketing agency you’re hiring even knows how to execute paid media strategies? You should be looking for evidence of their successes.
This is where testimonials and case studies come in handy, especially if they’re centered on specific strategies you need. For example, if you’re looking to launch an Instagram advertising campaign for your new ecommerce site, you want to hire an agency who has delivered results in Instagram ad campaigns.
Dig around their website, and ask the right questions when you get in contact with them. You should know what industries they work with, how many years of experience their team has, and hear real stories from happy clients.
Their Process for Building PPC Strategies
PPC is not a guessing game. It calls for a great deal of research and ongoing monitoring. So when you’re paying a marketing agency, you want to see exactly how they develop strategies.
You should also determine if it’s collaborative. If you want to be involved, you should work with agencies that provide a strategy development plan that ropes you and your team in.
Inquire about what tools they use for important steps like keyword research and competitor analysis. Yes, they’re the experts, but it’s always a good idea to ask the right questions.
Their Reporting
A huge issue many clients run into with marketing agencies is a lack of transparency. And paid media calls for a good amount of financial investment, so you deserve to see how your money works for you.
You need to know what KPIs they measure, what kinds of reports they create, and how you’re involved in the analysis stage. Do they present reports to you on a regular basis? Do you have access to the dashboard they use for your paid media and PPC campaigns?
Bottom line: you deserve transparency so you see the return on your investment.
Their Approach to Client Relationships
The way agencies treat their clients is a big tell on how the relationship will be over the course of your contract. Similar to how you hire employees, you want to ensure there’s a good fit between your team and the agency.
If they’re hands off and lack regular communication and you need weekly updates, you should know that before signing any documents. By ensuring a good fit, you’re establishing a foundation for a mutually beneficial relationship.
And a strong relationship with a marketing agency can yield you big results for months (or even years) to come.
