If you are thinking of moving from one performance agency to another, or if you need support to manage your internal campaigns, it is important that you ask the right questions before signing any contract.
Before making a final decision on which agency to choose, it is very important that you fully understand the pros and cons of a proposed strategy and how your campaigns will be managed. Formalities like account ownership can cause problems in the future, if not initially agreed upon.
Will I have access to my account?
When it comes to creating and managing campaigns on behalf of clients, agencies have two main options – request access to existing accounts or create new accounts.
If an agency requests access to your existing account, you are likely to maintain independent access, which will allow you to view the results through your login.
It also means that if you decide to leave the agency you’re working with, you’ll retain control of your account.
If an agency decides to create a new account, it usually means that you will not have independent access. It also means that if you decide to leave the agency in the future, you risk losing access to the account.
Here at Fator, we always ask for access to the client’s account – so that you remain in control of your Google Ads, Google Display, or Facebook advertising accounts, even if you choose to stop working with us in the future.
Does your team have relevant certifications in digital marketing?
Certifications recognized by the industry are increasingly important when considering starting to work with a new agency, as they act as a ‘seal of approval’ – showing that team members have used the time to learn their skills correctly.
Fator’s advertising team has the qualifications, accreditations, and certifications to prove they know what they are talking about. All of our analysts are certified.
How do you measure success?
Paid campaigns are often measured by clicks, impressions, and CTR – but for many companies, these numbers are irrelevant and useless.
We measure success in different ways – deliver results and develop KPIs that meet your business goals. Attribution is also vital when it comes to measuring the success of campaigns – without proper tracking, it may be impossible to identify the real effects of paid advertising.
As an agency, we are always transparent and realistic when it comes to what can be achieved and what must be measured to be successful.
Do you offer services on different channels (not just Google Ads)?
Google Ads is not the only product or channel available to businesses. Google Display Network, Bing Ads, and Facebook advertising are other popular channels that you can use to reach audiences when it matters most.
How are fees calculated for campaigns?
Management fee structures depending on the agency you work with. Some agencies work based on a fixed project fee, others charge monthly and some calculate a management fee based on a percentage of media spending.
Will I have to agree to a minimum contract term?
Some agencies ask new customers to sign long-term contracts, which range from 6 to 12 months. This can be risky if you’ve never tried digital campaigns before or are new to working with an agency.
How often will campaigns be reviewed?
The way to successful advertising is to test and learn. Our teams regularly review campaigns; this can be daily or weekly depending on the type of campaign, traffic volumes, and your goals. All campaigns we set up follow a personalized strategy and are designed to ensure that you get the most out of your budget.
How often will I receive progress reports?
If you decide to invest in media, you will need to know where your money is being spent to understand how it helps you achieve your business and ROI goals.
We believe that no customer should be left in the dark in relation to their PPC campaigns – that’s why we produce customized reports, showing important data for your business.
We work closely with you to develop reports that contain important metrics, ensuring they are easy to understand and jargon-free.
With us, you can choose to receive your reports in PDF format, as a presentation, or as a digital panel – we produce what is suitable for the way you work. Our customer reports are sent once a month and compare data from previous periods, months, and years.
What software will be used to control my campaigns?
Many agencies use ‘bid management’ tools to run client accounts. This means that they are not controlling and deciding on specific expenditures, but are relying on software algorithms. Our team does not use bid management tools.
We like to have full control of your account and how it spends the media budget, helping to ensure you get the lowest cost per conversion.
Who will manage my campaigns?
Just because a proposal or plan has been created or delivered by an account manager, it does not mean that it will be managed by him. Before starting a new relationship with the agency – make sure you know exactly who will work on your campaigns and accounts.
Choosing a new agency should mean finding a team that is aligned with your overall business goals and the way you work. As an agency, our focus is to deliver measurable results and build lasting and positive relationships with the client.
Learn more about Digital Marketing at Digital Business Grow.