5 Tips to Choose the Best Digital Advertising Agency for Your Business

December 4, 2023 Gabby Falconer

5 Tips to Choose the Best Digital Advertising Agency for Your Business

Advertising agencies can help you efficiently invest your advertising budgets and improve your business performance.

When outsourcing digital advertising, many companies struggle to choose the right agency. They may ask themselves, “Which agency should I use?” or “I don’t know if hiring an advertising agency fits my company’s goals .”

Whether you have a large or small business, outsourcing advertising to a qualified agency can be a smart move. Advertising agencies can help you efficiently invest your advertising budgets and improve your business performance.

In fact, digital advertising agencies are considered partners when it comes to improving business performance. This is especially true for ecommerce companies that handle large marketing budgets. The results of a company’s marketing campaigns can vary greatly depending on the quality of its agency.

For these reasons, the selection of an agency is extremely important for any company. Even if you are already working with an agency, it is important to regularly review their performance to resolve current issues and make further improvements.

In this article, we will share the five key points that we have learned from participating in dozens of agency selection opportunities since entering the advertising industry. We hope this information will be of some use to you when selecting a digital advertising agency for your business.

 

Role and deliverables of advertising agency

Before we discuss the key points for choosing a digital advertising agency, let’s summarize the role of the agency and its required work.

In simple terms, the role of a digital advertising agency is to receive advertising budgets from advertisers and place advertisements to maximize the key performance indicators (KPIs) determined by the advertisers.

To accomplish the above role, the agency performs the following four tasks:

1.   Planning

Strategy planning leads advertisers to success.

  • Select the most appropriate media and advertising platform for the advertiser’s business.
  • Consider what type of strategy would be most effective, given your company’s strengths and the competitive landscape.
  • Think about when and where to increase exposure to your business model and business plan.
  • Create a simulation of the above and reconcile it with your business plan.

2.  Campaign Building

  • Implement the planned content
  • Targeting settings for each medium
  • Submission of creative for each medium
  • Implementation of advertising tags for each medium

3.    Campaign Management

Budget management and adjustments to improve advertising performance

  • Ad budget management
  • Budget allocation to multiple media
  • Bid settings and adjustments
  • Adding and excluding certain audience targeting criteria
  • Revision of ad copy and headline

4.    Reporting

Reporting of operational results to advertisers

  • Campaign performance report
  • Setup ongoing meetings and update cadence
  • Propose new measures as necessary

Before choosing your digital advertising agency, it is important to confirm that they can comprehensively perform the above tasks.

5 Key points for choosing the right advertising agency

As mentioned above, the work of a digital advertising agency is wide-ranging. It is important to choose a partner that can not only perform these tasks properly but also provide business support to help you grow your business.

Here are five key points to consider when choosing an agency:

  1. Problem-solving ability: Does the agency’s proposal address your company’s specific problems and goals?
  2. Structure: Does the agency have a well-defined structure and process in place?
  3. Feasibility: Does the agency have experience working with businesses in your industry and achieving similar results?
  4. Optimization: Does the agency’s proposal go beyond the scope of advertising to address other aspects of your business?
  5. Relevance of the proposal: Is the agency’s proposal specific and measurable?

Problem-solving ability: Does the agency’s proposal address your company’s specific problems and goals?

Before choosing a new advertising agency, it is important to consider whether the issues that led you to seek a new agency can be resolved.

For example, if you are unhappy with the slow response time of your current agency, you should make sure that the new agency has a system in place for quick and responsive communication.

Structure: Does the agency have a well-defined structure and process in place?

When choosing a digital advertising agency, it is important to confirm who the main point of contact is and how many people will be involved in your project.

It is common for the consultant who gives the presentation to be different from the consultant who actually executes the campaigns. It is important to review the agency’s org chart and consultant profiles to understand who will be working on your account. You should also ask about the consultant’s level of commitment to your project. Be wary of agencies that list consultants on their proposals who are not actually involved in client work.

Even more important than the size and structure of the agency is the compatibility between you and the consultant in charge. Advertising campaign management is a long-term commitment, so it is essential to choose someone you can communicate with effectively and who understands your business goals and policies. You can get a sense of this during the onboarding process or by asking questions during the proposal presentation.

 

Feasibility: Does the agency have experience working with businesses in your industry and achieving similar results?

When evaluating an advertising agency’s proposal, it is important to consider whether they have any examples of similar work. Without such use cases, it is difficult to assess the feasibility and effectiveness of the proposal.

However, it is possible that the agency has the ability to execute the proposal but simply does not have case studies from your specific industry. In this case, ask the agency for examples of similar work from other industries. You can also ask for case studies or testimonials from previous clients.

Optimization: Does the agency’s proposal go beyond the scope of digital advertising to address other aspects of your business?

Choose an advertising agency that will consider your company’s business growth perspective.

If you simply ask for an advertising proposal, the agency is likely to provide you with just that. However, your ultimate goal is not just to improve advertising results, but to increase the overall KPI of your business online.

Even if you cannot afford to implement all of the agency’s recommendations, partnering with an agency that sees the big picture and can propose high-priority measures will help you achieve your goals more quickly.

Relevance of the proposal: Is the agency’s proposal specific and measurable?

How do you know if a digital advertising agency’s proposal will help you achieve your company’s target numbers?

The key is to have a plan broken down into specific metrics. This will allow you to evaluate the validity of the agency’s proposed figures and assess how they will impact your bottom line.

It’s not enough for the numbers to look good on paper – they also need to be realistic. Ask the agency to explain how they arrived at their estimates and to provide evidence to support their claims.

Final Thoughts

When choosing a digital advertising agency, it is important to consider these factors. Eboost Consulting is a data-driven digital advertising agency that can help you with your marketing needs. We have a team of experienced professionals who are passionate about helping our clients grow their businesses. We use the latest data and technology to create and manage effective digital advertising campaigns.

If you are looking for a digital advertising agency that can help you achieve your business goals, contact Eboost Consulting today. We offer a free consultation so that we can learn more about your needs and develop a custom plan to help you succeed.