PERCEPT’S FIVE TIPS
Choosing an agency
Five things to consider (on top of your usual checklist).
There are many basic tips we could recommend – such as an agency's partner badges, awards and Glassdoor mentions – but we’re sure you already have those covered. Instead, we’ve created five tips that we know most people don’t immediately think of when they’re in your position. Hopefully these tips will help in finding the right agency for you.
If you get yeses or plausible responses to our five questions, then it’s likely the agency is highly efficient and high in expertise. At that point the ball is back in your court to decide who is the best fit and the best value for money to make the relationship work for your brand.
Do they have a QA team?
A quality and assurance (QA) team within an agency, usually centralised, helps to catch errors before new campaigns are launched.
They’ll usually be made up of senior team members, who can audit campaigns thoroughly and ensure feedback is given swiftly before launching.
They may also do spot checks on accounts which have been running for a while to check older campaigns and make sure accounts are being well looked after.
Added bonus points if they’re using the Percept platform to power their QA team.
What’s their “tech stack”?
An agency’s tech stack can make or break its operations.
Having a crystal clear reporting system, which is easy to use, makes sure that performance is communicated regularly to clients. Any negative changes can be flagged quickly to minimise their impact.
An optimisation log or a log of completed tasks per client, also goes a long way to demonstrating the work that’s being done by performance teams. This helps to build confidence with clients (like you), that work is being done regularly to improve accounts. In short: they’re doing what you’re paying them for.
Finally, do they have an auditing platform, like Percept? An auditing platform can help spot errors within large volumes of accounts, where even the best agencies might miss issues. Auditing platforms can cut down errors considerably and avoid wasted spend. Creating efficient, well-run campaigns allows you to reinvest your money to grow further and achieve your broader business goals.
What’s their day-to-day workflow like?
How frequently does an agency communicate with you? Is it just via email?
With agencies that use an instant messaging system (such as Teams or Slack), you’ll benefit from increased collaboration and speed of response.
Client satisfaction is usually higher, as agencies can answer questions more swiftly and create a feeling that they’re always available when needed.
How well are their teams resourced?
It is important to know exactly what you’re getting resource-wise for your management fee.
How big is the team that is running your account? How many hours per week or month are they contracted to do? Are they doing their hours long-term or just at the beginning?
It’s also important to meet those who will be running your accounts before you sign a contract and ensure they are the actual work “doers” and not just client services. After all, client services are important, but they’re ultimately organisers/project managers and won’t be building the accounts that power your business. You’ll want to feel confident that you’re building a rapport with people who understand your business and your campaigns so that they can do the best possible work on your behalf.
How often do they check accounts?
Agencies can be over-reliant on their internal and external tech stacks and not check the accounts manually regularly.
Many agencies have lost high-profile clients due to a lack of the simple basics: log into your clients' accounts and check them manually daily. If this isn’t doable, the accounts may not be resourced correctly and this should be a discussion point with a current or future agency to ensure this best practice is maintained.
Final thoughts
You want an agency that can help take your brand to the next level. Hopefully, the answers you’re given to these questions will significantly help improve your search.
If you’d like any help with auditing agencies or any other advice when picking one, please get in touch. We can provide a thorough analysis of your campaigns and any agencies you’re considering – including their potential ability to service your accounts.
About Percept
Percept is on a mission to end digital media waste.
Percept is an adtech company helping global brands and agencies get a clear view of the performance of their digital advertising campaigns – and most importantly: how to improve them. Using Percept’s platform – which offers 200+ independent insights – clients typically find a 20-30% increase in return on ad spend (ROAS) across paid search, paid social and programmatic advertising campaigns.
Percept was founded in 2015 and is headquartered in London. Its clients include Vodafone, the Brandtech Group, Jellyfish, Kantar and ITV.
For more information about Percept, email info@wearepercept.com or follow us on LinkedIn.
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