If you want to hire the best talent, you need to ask the right questions upfront.
Doing a little prepwork by formulating the questions you want to ask will save you so much time and effort. After all, you don't want to make the mistake of hiring an advertising marketing agency that you don't like working with or give you mediocre results.
And it's not just about the results. You need an advertising marketing agency that's a good bang for your buck, who will give you a big ROI and drive e-commerce business growth for your brand.
At the end of the day, it's your money and you owe it to yourself to find the best marketing agency possible.
While the principles of marketing more or less remain the same across industries, you’d still want some relevance to speed things up and to rely on the expertise that comes through working in the same industry vertical you operate in.
There are so many agencies vying for your attention so it can be overwhelming if you don't know what to look for. After all, they all do the same thing, right?
However, not all advertising agencies are made the same.
Before you make this huge commitment, here are the most important questions you should ask.
How to Hire The Best Advertising Marketing Agency for Your Ecommerce Business
- How can you prepare yourself to work with an advertising agency?
- Create a list of ads that inspire you using Panoramata
- Explain your product’s value proposition
- Share your customer reviews and feedbacks about your products
- Your 12-Point Checklist When Hiring An Advertising Marketing Agency for Ecommerce
- Can you provide examples of creative ads you’ve produced in-house?
- What do you believe is achievable in terms of performance and ROAS?
- What is the timeline for these goals?
- Do you produce creatives or designs in-house?
- How do you measure success (which metrics) and what does your reporting look like?
- How do you optimize ad performance over time?
- What happens in one month if we don’t manage to reach our goals?
- How do you gather inspiration and how can we decide on campaigns together?
- Do you work with other brands in our industry? How well do you know our niche?
- Which attribution window are you using?
- How do you identify competitors?
- What tools do you use?
- Choose An Advertising Marketing Agency That’s Right For You
- Frequently Asked Questions
- What are the best tips for choosing an advertising agency?
- Is it worth hiring a digital marketing agency?
How can you prepare yourself to work with an advertising agency?
Here are three ways to prepare for a meeting with an advertising agency so they can understand you better and so you can get the best results from your meeting and eventually, your collaboration.
Create a list of ads that inspire you using Panoramata
The best thing to bring is a list or swipe file of ads you want the advertising agency to refer to for inspiration. A swipe file is important if you want to make your vision for your advertising campaign clear and be on the same page with the ad agency.
With Panoramata, you can make finding and compiling ads for the list easier and share it with your agency even if they’re not on Panoramata. You can look up your competitor or any brand’s ads and save them in a list with one click.
Explain your product’s value proposition
Even if the advertising agency you are looking to hire has done its research about your brand, it helps if you elaborate on your value proposition clearly. Maybe there’s an aspect that they haven’t considered or maybe there’s an angle that has worked well for you before that they should know about.
Share your customer reviews and feedbacks about your products
Let the advertising agency know your audience’s opinions and feedback about your products. This is helpful when they prepare for campaigns as it’s a goldmine for creatives and angles.
Your 12-Point Checklist When Hiring An Advertising Marketing Agency for Ecommerce
Can you provide examples of creative ads you’ve produced in-house?
The first thing you’d want to see before you hire any advertising marketing agency is their creative examples of advertising marketing campaigns.
Advertising marketing agencies worth their salt should always be creating, iterating, tweaking, testing, and rolling out campaigns--either for themselves or for their clients.
No other discussion is possible without existing samples, artwork, creatives, and actual campaigns to show.
What do you believe is achievable in terms of performance and ROAS?
Everyone can throw statistics such as “The average conversion rate on a website is around 2 percent globally” and “The campaign has the potential to achieve 42 percent ROI”.
The trick is to specifically ask marketing agencies you are about to hire for industry-wise and campaign-wise breakdowns of previous performance and results they achieved.
Based on that information, ask “Given your category of business (e-commerce) and your industry (fashion? electronics? beverages?), what are some of the KPIs your agency can achieve within a specific time frame?”
What is the timeline for these goals?
“We’ll do it someday,” and “Results come in when they come in” are not answers you want. For advertising campaigns, time is money. Marketing campaigns that don’t work are a drain on resources and costs.
For each ad campaign, it only makes sense to ask for specific timelines for creation and launch, along with timelines for getting results or meeting specific goals.
Do you produce creatives or designs in-house?
Creatives, ad copy, images, graphics--these are part of the “half-art and half-science” conundrum that marketing can be.
At this point, you would already have asked for samples and campaign examples to show (see above).
Next, ask about how these creatives are produced.
Are the creatives, copy, graphics, images, and other aspects of creative work produced in-house by full-time teams, or are they outsourced? If they’re outsourced, who does the job?
How do you measure success (which metrics) and what does your reporting look like?
An agency’s success is not the same as the success of a typical e-commerce business. The ultimate goal of an agency is to provide services to get you results and make money. As long as results come in, their billing is justified.
The question is this: What are the results?
What exactly does success mean? Clarify.
How do you measure success? Show me the proof.
What KPIs do you measure success with and how does your reporting look?
How do you optimize ad performance over time?
One of the most crucial (and result-oriented) tasks a marketing agency will do is to optimize ads, creatives, and copy over specific periods of time (including A/B testing) and reporting.
One of the primary questions you should be asking your potential agency is their process of optimizing campaigns.
What happens in one month if we don’t manage to reach our goals?
Not everything works out the way you (or the agency) expect. So, what’s the plan B?
That’s not to mention that not all businesses are the same, not all campaigns are the same, and not all goals are permanent. If and when they do change, advertising marketing agencies should have the capability to absorb changes, implement new campaigns focused on new goals, and more.
You can ask your advertising agency what happens if campaigns don’t perform or if goals change. What’s the plan B, C, and D that your marketing agency will resort to?
How do you gather inspiration and how can we decide on campaigns together?
The best advertising marketing agencies don’t just rely on collective creativity. They also depend on the inspiration they can find from other clients they’ve worked with, ongoing campaigns different businesses use, and more.
Agencies don’t just invent “awesomeness”. A large part of creativity also comes from inspiration.
So, where does your agency come up with inspiration? Is it from overall advertising and marketing campaigns all around? Do they use sites like ReallyGoodEmails, Dribble, or elsewhere on the web?
Note: Panoramata is a tool that helps pick the best campaign ad examples on boards for inspiration.
Do you work with other brands in our industry? How well do you know our niche?
It’d be good if the marketing agency has experience in the exact (or at least similar niche) your ecommerce business is in.
While the principles of marketing more or less remain the same across industries, you’d still want some relevance to speed things up and to rely on the expertise that comes through working in the same industry vertical you operate in.
Which attribution window are you using?
Attribution modeling is tricky. It usually calls for sacrificing one attribution model for another or maybe finding a sweet spot that works to ensure that you understand how your marketing is getting the results you deserve. According to Klaviyo, “There’s no perfect model.”
Marketing attribution is not etched in stone either. Yet, you’d do well to ask about attribution windows your agency uses, how, and why they switch, if they do, from one model to another, and how they make decisions about which attribution model and/or attribution window they choose to measure results.
How do you identify competitors?
Before working with your e-commerce business, how does the agency gather intelligence on your competitors?
In other words, what does the agency do about competitive intelligence and competitor benchmarking, and how does it find your competitors in the first place?
If working specifically for one or two industry verticals and ecommerce categories (see above), advertising marketing agencies would have specific lists or processes to identify your competitors quickly.
Note: Tools like Panoramata are a must-have for every agency that works with paid media campaigns. It will help you launch campaigns the smart way. Panoramata will guide you with inspiration, active lists, compilation, and gathering intelligence quickly and efficiently.
What tools do you use?
Does the agency use tools that build, test, personalize, and analyze ad campaigns before sending them? What kind of tools does your agency use for ad campaigns?
What other tools does your marketing agency use for deployment, measuring, testing, analyzing, and reporting?
Make sure they answer these questions satisfactorily before you think about signing on that dotted line.
Choose An Advertising Marketing Agency That’s Right For You
These are just some of the questions you should ask your advertising marketing agency. Only when you’re satisfied with the answers should you proceed with the hiring process. We wish you all the best on your brand’s marketing journey!
Frequently Asked Questions
What are the best tips for choosing an advertising agency?
When choosing an advertising agency, start by clearly defining your goals and budget. Look for an agency with experience in your industry and a proven track record of success.
Additionally, check client reviews and case studies, and ensure their communication style and values align with your business.
Is it worth hiring a digital marketing agency?
Absolutely! Hiring a digital marketing agency can be a game-changer for your e-commerce business.
They bring expertise, advanced tools, and fresh perspectives to your marketing strategy, helping you reach a wider audience and achieve better results while freeing up your time to focus on other aspects of your business.
