How to verify if the marketing agency you’re working with is doing a good job?

Working with a marketing agency can provide professional management of your online promotions. As the digital marketing landscape evolves, it’s important to understand that verifying your agency is an essential part of a long-term and effective collaboration.

In this article, you’ll find guidelines to help you make informed decisions when choosing and monitoring a marketing agency to achieve the best results and maximize the success of your advertising campaigns.

Strategy and metrics analysis

What goals are being achieved?

Pay attention to the goals set for the campaigns. These goals may include increasing sales, generating leads, enhancing brand awareness, or boosting website traffic. Next, it’s important to verify the key performance indicators (KPIs) used to measure these objectives. For example, if the goal is to increase sales, KPIs may include the number of conversions and their value. Do the metrics indicate that the campaign goals are being met? Are the results satisfactory?

Not sure which metrics to consider and what they mean? Check out our article:

Most important KPI indicators in Google Ads – what are they and what do they mean?

Take a look at the main KPI indicators in Google Ads and learn how to manage them effectively to achieve success in online advertising!

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Are your goals considered in the strategy?

The marketing agency should create a campaign strategy based on your needs and expectations. Check whether the agency presents an action plan aligned with your goals. If your objectives are understood and incorporated, it is a positive sign. Ensure that the strategy includes the appropriate selection of advertising platforms, budgets, target groups, keywords, and other elements consistent with your campaign goals.

Reports

Transparency

Transparency in reporting is one of the key factors in evaluating an agency’s performance. Reports should be clear and easy to understand, even for clients who are not experts in digital advertising. Check whether reports include well-structured tables and explanations that facilitate data interpretation. Information should be presented in a way that allows you to quickly understand what results have been achieved. Ensure that reports contain essential metrics and indicators in line with the predetermined goals. If something is unclear, ask the agency for clarification.

Reliability

Report reliability is crucial. Verify whether the data in reports aligns with actual results in your advertising accounts. Compare report data with statistics available in platforms like Google Ads or Facebook Ads. If there are significant discrepancies, it may indicate that reports are not accurate.

Ad execution

Ad content

The quality of ad content plays a key role in campaign effectiveness. Check if the agency creates engaging content focused on campaign goals and tailored to the target audience. Evaluate the quality of ad copy, extensions, and other creative elements. Ensure they are professionally crafted and deliver the intended message. Verify whether ad content is personalized and adapted to different audience segments.

Compliance with ad platform policies

Ad platforms like Google Ads and Facebook Ads have strict content guidelines. Ensure that the agency follows these policies to avoid ad disapprovals or account restrictions.
Check whether ad content complies with legal and ethical regulations and does not contain false promises or prohibited content. Make sure the agency adheres to keyword and ad content guidelines to prevent issues with rejected ads.

Innovation

Assess the agency’s ability to experiment with new tools and technologies. Monitor whether they stay updated on the latest trends and adapt their strategies to a changing digital landscape.

Customer service

Response time

How quickly does the agency respond to your questions, suggestions, and requests? A quick response can be critical for urgent issues or necessary campaign adjustments. Ensure the agency is available in case of emergencies or situations that may impact your campaigns.

Communication

Evaluate the quality of communication between you and the agency. Communication should be clear and consistent. Does the agency regularly update you on campaign progress, results, and potential issues? Lack of communication can lead to misunderstandings and ineffective collaboration.

Transparency in cooperation

Ensure that the agency is transparent about its actions, including advertising budget management, service costs, strategy details, and execution plans.

Before you start cooperation

Experience and expertise

Before partnering with a marketing agency, assess their experience and knowledge. Consider the following:

• How long has the agency been operating in the market?
• Does the agency have certifications or accreditations from platforms like Google Ads or Facebook Ads?
• What are the qualifications and experience of their employees, especially SEM specialists?
• Does the agency stay updated and adapt to changes in the digital advertising industry?

Client reviews

Look for reviews and testimonials from other clients who have used the agency’s PPC services. This can provide insights into service quality and campaign effectiveness. Speak with agency representatives to find out:

• Do they have experience in your industry?
• What estimated results have they achieved in campaigns for similar products/services?

Summary

Online advertising is becoming increasingly complex, and competition is continuously growing. Therefore, choosing the right partner and regularly evaluating their work is essential to achieving your marketing goals. Remember, working with an agency is an investment in your company’s success, so it’s crucial to be well-prepared and select a partner that best meets your expectations.