6 Must-Ask Questions for Your Digital Agency
by Bernie Laur
Working with a digital marketing agency is a great way to eliminate many of the headaches that come along with advertising your business, and it can shorten the time that it takes to accomplish your marketing goals. If you’ve been thinking about partnering with a digital agency like 2060 Digital, below are six key questions you need to ask.
1. What digital tools, methods and products will be made available to me?
Even if you’re crystal clear on your overall marketing goals, you’ll still need to have a robust set of digital tools, methods, and products to help you achieve those goals. A sharp digital marketing agency will be able to outline these items for you, as well as how each one will be utilized to carry out your marketing strategy. Below are some examples of the types of tools and methods that might be used:
- Display Advertising
- Behavioral Targeting
- Keyword Targeting
- Facebook/Instagram/Pinterest Ads
- Video Pre-Roll Targeting
- Household Targeting
- Search Engine Optimization
- Pay-Per-Click Marketing
2060 Digital will show you how each of these components work together in a holistic marketing strategy customized for your business’s goals and target audience.
2. What type of reporting should I expect to receive?
In order to keep track of the progress of your digital marketing efforts, your agency should at minimum provide a monthly website analytics report. Not only does 2060 Digital provide granular data regarding website traffic, paid ad impressions, and social media activity (depending on your campaign elements), but we also can track and report on numbers that impact stakeholders across multiple departments, such as leads collected or revenue generated.
3. Do you buy ad placements above the fold, below the fold, or both?
“Above the fold” refers to the area of a web page that is immediately visible when it first loads–i.e., the part that you don’t have to scroll down to see. Countless marketing studies have shown that ads positioned below the fold result in dramatic drops in viewability, so if an agency buys media placements that are “below the fold,” you might need to look elsewhere.
4. What are your targeting methods for social media?
Not all social media ads are created equal. 2060 Digital provides a solid mix of effective ad types including Lead Ads, Carousel News Feed, Local Awareness Ads, Lookalike Audience Ads, Video Ads, etc. And we take the time to get to know your business and audience to make sure we’re targeting ads to the right people and not wasting your money.
5. What ad exchanges do you use to purchase traffic?
A reputable digital marketing firm will only invest your marketing dollars in reputable ad exchanges that provide high-quality, targeted traffic. Examples of exchanges 2060 Digital uses include BrightRoll, Rubicon, Double Click Adx, OpenX, PubMatic and AppNexus.
6. How does your agency handle communication and collaboration with clients?
Communication is key in a successful relationship with your digital advertising agency, but if there’s any ambiguity to the communication or collaboration process, consider that to be a red flag. 2060 Digital’s well-established system of communication, reporting, and project management streamlines the flow of work and makes the process of collaboration simple and seamless.