Your Guide to Choosing an Advertising and Paid Media Agency Partner

Sep 15, 2023

Have you been considering partnering with an advertising or social media agency to take over the stuff you don’t quite understand or don’t have the time to spend learning? We don’t blame you. Advertising can be a monster to tackle without prior experience in the field.Before you hire a partner agency, it’s vital to do some preliminary work. Doing research and getting pitches and quotes from various companies is the best way to find a company that values you and understands your vision.Without further ado, here’s what a paid media agency can do for you, the benefits of working with a full-service agency, and how to hire the best one for your business.

What Does a Paid Media Agency Do?

In a nutshell, paid media agencies help their clients create and manage marketing and advertising strategies to hit business and sales goals. Paid media campaigns can market your products and services to your target audience. Your end goal can range from building brand awareness to making sales.Paid media channels include search engines like Google, Yahoo, and Bing. It also includes social media platforms like Facebook, Twitter, TikTok, Twitch, LinkedIn, Instagram, and YouTube.Good paid media agencies have the knowledge, experience, and tools to run successful advertising campaigns. They know how to create, run, monitor, and measure campaigns for clients. They also understand how to manage a budget to achieve optimal outcomes (maximize return on investment).----------------------------------------------------------------------------------------------------------------------------------------------------

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Source: Smart Insights

5 Benefits of Partnering with an Advertising Agency

If you’re debating between hiring a third-party agency and building an in-house advertising team, we’d like to point out the obvious. Here are five major benefits of outsourcing rather than hiring an internal team to manage your paid and social media.

1. Easier on the Budget

While outsourcing your advertising to a professional agency could cost 15-20 percent more than running everything internally, the ROI can more than compensate for the difference.Imagine working with a team of experts. They manage the ins and outs of building, running, and monitoring ads for your business. They build campaigns, track your progress, and send you regular updates so you know exactly how your ads are performing.You don’t have to find, hire, train, and manage a team in-house. Nor do you have to spend time and resources learning how to work as effectively as an experienced agency. They’ll do everything for you, including working best practices and running high-performing campaigns using proven strategies.If you hire the right agency, your return on investment could make the deal much more affordable than trying to juggle everything in-house.

2. Relationship Building

Another benefit of working with an agency is building trust and rapport with other professionals. The relationships you form can benefit both you and the agency you work with.The agency could win a long-term client. And you can learn to trust them so you can focus on other aspects of your business, leaving ads in their reliable hands.You’ll also have a team to go to when you need help or have a problem. The agency can continue getting to know the ins and outs of your business. They’ll recommend new strategies as platforms evolve and creative ideas to help you grow.

3. Data and Knowledge

A paid media agency can deliver you easily digestible reports regularly to keep you up to speed on ad performance. The metrics they track should depend on your specific goals rather than a cookie-cutter model. Most reports do, however, include these basic metrics for measuring regular performance:

  • Average position
  • Number of conversions
  • Conversion rate
  • Average cost per click (CPC)
  • Click-through rate (CTR)
  • Revenue
  • Top-performing ads
  • Impression share

Source: Oberlo

4. All-in-One

By working with an agency, you’ll have your ad strategy, production, and execution all under one roof. The agency will get to know your business and team well and gain a deep understanding of your goals and current strategies. A streamlined process can lead to fewer emails, less confusion, and faster results.

5. Management Expertise

Working with an experienced agency will give your team the management expertise to run PPC advertising campaigns successfully. This can be a complex process and requires training and experience to do well. A PPC specialist will know how to:

  • Ask the right questions
  • Optimize PPC strategies
  • Understand the competition
  • Budget properly
  • Manage your ad spend
  • Attract quality leads
  • Get results
  • Optimize ad bidding
  • Adjust ads and campaigns as needed to improve performance

What to Look for When Choosing a Paid Media Agency

Before you hire a paid media agency to run ads, manage your social media, and more, make sure you’ve set clear goals. Know what you want to achieve by hiring a PPC agency.How much do you want to be involved? Do you want to focus on gaining new leads, increasing traffic, or building awareness? What all can you delegate to an agency?Once you’ve gotten clear on your expectations, start looking for an agency that checks the following boxes.

Aligning Principles

First off, you’ll want to make sure an agency’s inbound strategies align with yours. By this, we mean to look for a team that understands digital marketing. They should know how advertising complements it rather than replaces it. Ads should work in sync with content marketing efforts like blogging, email campaigns, content offers, and website strategies.If you find an agency that only understands paid media and discounts the value of attracting customers organically, you could be signing up for an expensive rendezvous.

Quality and Expertise

Your partner agency should have account managers and strategists who understand how to run successful campaigns and have a proven track record doing it. Ask for testimonials and case studies. You’ll learn how the agency has (or hasn’t) helped businesses like yours in the past.Also keep in mind that cheap doesn’t always mean quality. It can often mean the opposite. A good agency should have fair prices, but they won’t be dirt cheap. When it comes to advertising and marketing, you often get what you pay for.A social media and search advertising agency should also:

  • Know how to rank for local search
  • Have a deep understanding of digital marketing
  • Optimize for mobile
  • Use various PPC channels
  • Do keyword research
  • Have extensive first-party data
  • Track analytics and measure results

Social Media Knowledge

Make sure your paid media agency specifically understands paid social media. Social selling is vital today. Social media is where your audience spends time. So it’s where you should spend time too.While an agency should be well versed in social media advertising, consider it a red flag if they suggest investing in every platform out there. Your audience likely doesn’t use every single app or channel. Chances are, your core demographic spends most of their time on one or two specific platforms.An experienced agency should know which channels are the most relevant and worth your investment based on your target audience. They should also have proven strategies for those channels and learn how to cater to your unique brand.

Source: Hootsuite

Ongoing Transparency

The agency should always be transparent and honest with you. You should know what they’re doing and why every step of the way. They should remain in constant communication with your team to keep you informed of any developments.You should also know how your ad managers spend your money. They should notify you if any issues arise and keep you updated on how your ads are performing. Let the agency know how you prefer to communicate – including how often you like to be contacted and how. A good agency should be willing and happy to accommodate you.

How to Start Working with a Great Ad Agency

Here are some quick tips and questions to ask various agencies to find the right one for your business needs.

  • Is the agency an expert in B2C or B2B? Choose the right one based on your business model.
  • Does the agency specialize in one area (like social media or PPC ads), or are they a full-service agency?
  • Do they generally work with small businesses or larger enterprises?
  • Do they fit your budget? What are their prices and service fees?
  • What’s their industry expertise? Remember to ask for references to follow up and learn more.
  • Do they work for any of your competitors already?
  • Ask your top two or three candidates to pitch their services with a proposal. You’ll learn more about their work quality, teamwork, culture, services, and tools to determine if they’re a good fit.
  • Follow up with your top candidate, asking for final references and negotiating an agreement with them.

Contact Kubbco to learn more about us. We’d love to learn how we can help you hit your goals!

Chris Kubbernus

As CEO of Kubbco, Chris leads the company's vision and uses his 20 years of advertising experience to drive results for our clients.

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