Amid the ever-changing PPC/paid search and paid social landscapes, paid media is still a great way to enter new markets, scale profitably and drive measurable brand growth for businesses of all sizes.
It might seem like a simple task, but finding a reputable, results-driven PPC agency in 2024 has never been so difficult. The market has become increasingly saturated with digital agency startups/freelancers/consultants and with 7,640 digital advertising agencies in the UK alone (2x the number that were active 10 years ago), choosing who to partner with can feel like an impossible task.
Let’s explore some of the best steps to take when choosing a paid media agency in 2024.
DO YOU NEED TO OUTSOURCE TO A PPC/PAID MEDIA AGENCY?
No, it’s certainly not crucial to outsource to PPC management agency and there’s not a right or wrong answer for whether you need to or not.
Running your own team or employing marketers in-house can be costly. You’ll need to pay salaries and arrange training where necessary, which often comes at a hefty cost (and risk that it might be a regurgitated set of slides presented back to you vs upskilling your team on what they actually need to learn in practice).
Consider your resources – are you already limited in terms of availability and what does the budget look like? Do you want your team in the weeds with PPC and to look for them for all answers, or would you prefer them to be sat above a team of experts feeding in?
A benefit of using a third-party service is that you only pay for the expertise you need, this could come in the form of a retainer, project work or various stints. This is going to help you set firmer, more predictable budgets. Try not to think about all paid media agency relationships as a long term retainer, you have many options to explore, such as:
- One-off audits
- Bespoke training
- Specialist projects
- Regular stints to help manage the day to day
HOW DO YOU FIND SOMEONE REPUTABLE IN AN OVERSATURATED INDUSTRY?
It’s hard to take companies at their word. The industry has no barriers to entry, anyone on LinkedIn can change their job title to ‘paid media expert’ and find work without experience. A process that wastes time, money and resources whilst you figure out that the partner is not a right fit for you.
You are responsible for finding a reputable expert or agency willing to back up their claims with solid portfolios, case studies and proven campaign success. Checking out legitimate reviews is a great way to start, whether it’s through websites, Google reviews, LinkedIn or industry review aggregators.
All of the above are great, but still, these can be manipulated to portray a certain image that on some occasions, is not true. One of the best ways to find reputable agencies and consultants is through word of mouth. Reach out to other experts in your industry – do they have any agency recommendations? Who have/haven’t they used? It’s all about the practical feedback from people in positions of authority who have truly experienced working with these agencies/consultants, etc.
Do not be afraid to speak to smaller PPC agencies/paid media startups, yes there are a wealth of established agencies out there, but there are also new agencies popping up everyday founded by people you’d bite the hand off to have in house, who, at this part of their journey would be an ideal partner for your brand.
DO YOU STILL NEED TO PUT OUT AN RFI AND RFP?
RFPs (requests for proposal) and RFIs (requests for information) absolutely have a place in pitching to agency experts. They can help agencies clearly understand your business requirements and project goals. In return, these agencies can give you insight on exactly how they can meet your requirements plus the added extras.
However, this process can be time-consuming and costly, particularly for smaller businesses. Doing your due diligence is an absolute must, but the process of RFI/RFPs doesn’t always have to work to a blueprint which you’d likely see with multi-million pound businesses.
If you do need to put out an RFI or RFP, ensuring your brief is concise and to the point will likely yield better results.
WHAT QUESTIONS SHOULD YOU ASK DURING THE PITCHING PROCESS?
Before you start working with a ppc management agency or a consultant, don’t be afraid to ask ‘difficult’ questions when pitching to ensure that you’re lining up a good match.
If there’s one takeaway we’d want to give, it is to request datasheets, time frames, notes, and more on any of the data that is being shared to prove that this is 100% accurate, and you are happy with the statements being shared.
When in the pitches, there are endless questions you could be asking, but as a quick snapshot, try to follow these themes:
- Why you vs the next agency? (They all run a similar model, find out why they are different)
- Who will be working on the account? (Rolled out directors for pitch and juniors to do the work?)
- Assuming there’s an audit, What’s the context behind each point raised? (cut the waffle)
- How would you measure the impact of paid media on the bottom line for us? (actual growth)
- Evidence, show me examples of how you’ve executed on what you are suggesting?
HOW DO YOU MAKE THE RIGHT DECISIONS AND MINIMISE RISK?
Everyone makes mistakes, but that’s little consolation when you’re considering ongoing projects that will likely shape your business’s future.
Therefore, it’s wise to focus on risk minimisation when looking for an appropriate agency. Needs will vary from one business to another, so be ready to dig into your specific pain points and ask questions of any agencies you communicate with.
We would recommend the following tips as general rules to minimise risk when choosing an agency:
- Review agency case studies, testimonials and reviews carefully
- Check agency certifications, qualifications and partnerships
- Consider the scalability of your prospective agency – can it grow with you?
- Assess an agency’s communications strategy and its responsiveness
- Consider pricing carefully – the lowest bidder isn’t necessarily going to offer the best value – compare packages, contracts and services offered. Are you being upsold unneeded resources?
- Look into company culture – does an agency’s ethos and working style match your values?
- Prioritise building a long-term partnership – if the shoe doesn’t fit when pitching and interviewing, be ruthless and keep searching
HOW CAN YOU BEST MANAGE A PPC/PAID MEDIA AGENCY ONCE ONBOARD?
Ultimately, once you’ve agreed a contract with an agency, you need to trust them. At this stage, you should feel comfortable giving them control of your data and paid media.
Above all, however, you need to communicate first. Show your agency your end goals, describe what you would like to see at various checkpoints, and make it clear which performance reports you want to receive.
Let the experts do their jobs from there, but collaborate and communicate closely throughout the process. The bigger the communication gap between you and an agency, the more likely that mistakes will be made.
Take time to understand where you have control and where they have remit. Keep this boundary clear, and keep in touch.
A truly successful agency will actively feed back and ask questions far outside of the remit, forever pushing to understand the true value of both what the paid media can drive and how they can help grow your business.
RECAP
Finding a reputable agency to consult with and manage your paid media/PPC isn’t easy. While all agencies will assure you of their expertise and capabilities, it’s up to you to do your due diligence.
It’s worthwhile taking your time with this. After all, jumping into a contract with an agency too quickly could result in loss of money and resources, and potentially lead to further marketing problems.
Never be afraid to go against the grain, small agencies/consultants are more common than they have ever been and can give you a direct link to the most experienced talent without the noise.
