{"id":610556,"date":"2024-02-27T16:00:00","date_gmt":"2024-02-27T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/"},"modified":"2024-02-27T16:00:00","modified_gmt":"2024-02-27T13:00:00","slug":"37-key-questions-to-ask-when-evaluating-digital-marketing-agencies","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/","title":{"rendered":"#37 key questions to ask when evaluating digital marketing agencies"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a32e3ee92d75\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a32e3ee92d75\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Essential_questions_to_evaluate_digital_agencies_on_auditing_performance_team_structure_and_capabilities_during_selection\" >Essential questions to evaluate digital agencies on auditing, performance, team structure and capabilities during selection.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Understanding_the_importance_of_this_part_of_the_business\" >Understanding the importance of this part of the business<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#1_How_many_total_paid_search_clients_does_the_agency_have_and_what_is_the_average_annual_spend_of_their_clients\" >1. How many total paid search clients does the agency have and what is the average annual spend of their clients?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#2_What_percentage_of_the_companys_revenue_does_paid_media_management_represent\" >2. What percentage of the company\u2019s revenue does paid media management represent?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Understanding_your_position\" >Understanding your position<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#3_Will_your_business_be_considered_a_big_medium_or_little_fish_in_their_PPC_department\" >3. Will your business be considered a big, medium or little fish in their PPC department?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#4_Will_you_own_your_accounts_or_would_they\" >4. Will you own your accounts or would they?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#5_What_does_a_typical_contract_term_look_like\" >5. What does a typical contract term look like?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Account_audit_and_optimization\" >Account audit and optimization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#6_Has_the_agency_performed_an_account_audit_and_what_specific_observations_and_areas_for_improvement_were_identified\" >6. Has the agency performed an account audit and what specific observations and areas for improvement were identified?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#7_Based_on_their_audit_findings_how_much_restructuring_do_they_believe_is_necessary_and_what_is_their_preferred_account_setup_approach\" >7. Based on their audit findings, how much restructuring do they believe is necessary and what is their preferred account setup approach?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Assessing_performance_metrics\" >Assessing performance metrics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#8_What_do_typical_reports_look_like\" >8. What do typical reports look like?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#9_Will_you_have_access_to_a_live_dashboard\" >9. Will you have access to a live dashboard?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#10_What_do_they_typically_use_to_evaluate_performance_GA4_platform_data_or_another_source\" >10. What do they typically use to evaluate performance? GA4, platform data or another source?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#11_What_attribution_methodology_do_they_typically_use\" >11. What attribution methodology do they typically use?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Expected_results_timeline_and_onboarding_process\" >Expected results, timeline and onboarding process<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#12_Based_on_their_findings_how_long_do_they_anticipate_it_will_take_to_see_improved_results_and_what_are_their_expectations_regarding_performance_gains\" >12. Based on their findings, how long do they anticipate it will take to see improved results and what are their expectations regarding performance gains?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#13_What_is_their_process_and_timeline_for_taking_over_an_account\" >13. What is their process and timeline for taking over an account?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#14_How_do_they_ensure_a_smooth_transition_to_avoid_any_drop_in_performance_during_restructures\" >14. How do they ensure a smooth transition to avoid any drop in performance during restructures?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Industry_focus\" >Industry focus<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#15_Do_they_lean_into_one_particular_industry_or_spread_their_focus_and_why\" >15. Do they lean into one particular industry or spread their focus and why?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#16_If_they_have_multiple_accounts_in_your_industry_how_do_they_ensure_accountclient_separation\" >16. If they have multiple accounts in your industry, how do they ensure account\/client separation?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#17_Which_bidding_strategies_do_they_prefer_to_use_and_why\" >17. Which bidding strategies do they prefer to use and why?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#18_What_do_they_see_as_the_role_of_text_ads_shopping_and_Performance_Max_PMax_What_about_video_or_other_campaign_types\" >18. What do they see as the role of text ads, shopping and Performance Max (PMax? What about video or other campaign types?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#19_How_do_they_navigate_optimization_challenges_if_they_employ_a_%E2%80%98go_all_in_on_PMax_approach\" >19. How do they navigate optimization challenges if they employ a \u2018go all in on PMax\u2019 approach?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#20_If_you_have_a_physical_presence_do_they_have_experience_with_local_campaigns\" >20. If you have a physical presence, do they have experience with local campaigns?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#21_Do_they_have_experience_with_RevOps_and_understanding_the_nuances_between_optimizing_for_a_lead_vs_a_qualified_lead_and_customer\" >21. Do they have experience with RevOps and understanding the nuances between optimizing for a lead vs a qualified lead and customer?\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#22_Have_they_handled_integrations_with_call_tracking_or_other_offline_data_sources\" >22. Have they handled integrations with call tracking or other offline data sources?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Team_structure_and_expertise\" >Team structure and expertise<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#23_What_is_the_general_structure_of_their_PPC_department\" >23. What is the general structure of their PPC department?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#24_How_big_is_the_overall_PPC_team_and_how_many_members_are_fully_dedicated_to_paid_search_or_social_management\" >24. How big is the overall PPC team and how many members are fully dedicated to paid search or social management?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#25_What_is_the_average_years_of_paid_search_experience_of_the_individuals_on_the_PPC_team_And_whats_the_minimum\" >25. What is the average years of paid search experience of the individuals on the PPC team? And what\u2019s the minimum?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Account_management\" >Account management<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#26_How_many_accounts_is_the_lead_responsible_for_and_what_role_do_they_play\" >26. How many accounts is the lead responsible for and what role do they play?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#27_Who_will_be_assigned_to_your_account_and_what_is_each_team_members_level_of_experience\" >27. Who will be assigned to your account and what is each team member\u2019s level of experience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#28_How_often_will_you_be_meeting_with_the_team_and_who_will_be_on_calls\" >28. How often will you be meeting with the team and who will be on calls?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Day-to-day_operations\" >Day-to-day operations<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#29_Who_handles_most_of_the_day-to-day_work_in_the_accounts_and_how_many_accounts_are_they_responsible_for\" >29. Who handles most of the day-to-day work in the accounts and how many accounts are they responsible for?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#30_Who_will_be_your_primary_point_of_contact_for_day-to-day_communications\" >30. Who will be your primary point of contact for day-to-day communications?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#31_Whats_the_most_frequently_used_method_for_communication\" >31. What\u2019s the most frequently used method for communication?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Third-party_involvement\" >Third-party involvement<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#32_Are_any_tasks_outsourced_offshore_or_to_third_parties\" >32. Are any tasks outsourced offshore or to third parties?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Collaboration\" >Collaboration<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-45\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#33_What_is_their_relationship_like_with_the_Google_team\" >33. What is their relationship like with the Google team?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-46\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#34_How_do_they_view_the_value_of_paid_search_and_SEO_or_Social_partnering_and_how_do_they_ensure_effective_communication_between_teams\" >34. How do they view the value of paid search and SEO (or Social) partnering and how do they ensure effective communication between teams?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-47\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Case_studies_and_references\" >Case studies and references<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-48\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#35_Can_they_provide_relevant_case_studies_showcasing_successful_paid_search_campaigns\" >35. Can they provide relevant case studies showcasing successful paid search campaigns?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-49\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#36_Are_there_reference_clients_you_can_speak_to_about_their_experiences_with_the_agency\" >36. Are there reference clients you can speak to about their experiences with the agency?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-50\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#Client_retention_insights\" >Client retention insights<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-51\" href=\"https:\/\/buradabiliyorum.com\/en\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies\/#37_When_the_agency_loses_clients_what_are_the_typical_reasons_cited\" >37. When the agency loses clients, what are the typical reasons cited?\u00a0<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Essential_questions_to_evaluate_digital_agencies_on_auditing_performance_team_structure_and_capabilities_during_selection\"><\/span>Essential questions to evaluate digital agencies on auditing, performance, team structure and capabilities during selection.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nSelecting the right digital marketing agency partner is key for businesses aiming to drive results and scale efficiently. With countless agencies vying for attention, marketers must ask the right questions to ensure they make the best choice for their company\u2019s needs.<\/p>\n<p>Although I\u2019ve owned an agency for seven years, most of my career was spent working on the client side. I\u2019ve compiled questions I would have asked when I was on the other side of the desk and also from questions prospective clients ask us.<\/p>\n<p>These questions can guide your agency selection process, aiding in informed decisions. While not all are necessary for an RFP, they\u2019re valuable for discussions with agencies.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Primarily for paid search, they can be adapted for SEO, paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a>, retail media or other needs.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-the-importance-of-this-part-of-the-business\"><span class=\"ez-toc-section\" id=\"Understanding_the_importance_of_this_part_of_the_business\"><\/span>Understanding the importance of this part of the business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-1-how-many-total-paid-search-clients-does-the-agency-have-and-what-is-the-average-annual-spend-of-their-clients-nbsp\"><span class=\"ez-toc-section\" id=\"1_How_many_total_paid_search_clients_does_the_agency_have_and_what_is_the_average_annual_spend_of_their_clients\"><\/span>1. How many total paid search clients does the agency have and what is the average annual spend of their clients?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding the agency\u2019s client base and their typical investment levels helps gauge their experience and the scale of their operations.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-2-what-percentage-of-the-company-s-revenue-does-paid-media-management-represent\"><span class=\"ez-toc-section\" id=\"2_What_percentage_of_the_companys_revenue_does_paid_media_management_represent\"><\/span>2. What percentage of the company\u2019s revenue does paid media management represent?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>This insight provides valuable context regarding the agency\u2019s emphasis on paid media and its significance within its overall business strategy. It goes hand in hand with the question above. <\/li>\n<li>Is the agency just starting out in paid search or is it a core capability?\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-your-position\"><span class=\"ez-toc-section\" id=\"Understanding_your_position\"><\/span>Understanding your position<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-3-will-your-business-be-considered-a-big-medium-or-little-fish-in-their-ppc-department-nbsp\"><span class=\"ez-toc-section\" id=\"3_Will_your_business_be_considered_a_big_medium_or_little_fish_in_their_PPC_department\"><\/span>3. Will your business be considered a big, medium or little fish in their PPC department?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Knowing where your business stands in relation to the agency\u2019s other clients gives perspective on the level of attention and resources you can expect to receive. <\/li>\n<li>In an ideal world, you\u2019ll fit somewhere in the middle \u2013 important enough to get proper attention but with an agency that has experience with running larger accounts so that they can help you scale.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-4-will-you-own-your-accounts-or-would-they-nbsp\"><span class=\"ez-toc-section\" id=\"4_Will_you_own_your_accounts_or_would_they\"><\/span>4. Will you own your accounts or would they?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>It\u2019s important that you always retain ownership of your account. That way if you\u2019re ever dissatisfied, you can easily take your business elsewhere. <\/li>\n<li>You\u2019re hiring an agency to manage on your behalf, but that doesn\u2019t mean that you shouldn\u2019t own the work.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-5-what-does-a-typical-contract-term-look-like-nbsp\"><span class=\"ez-toc-section\" id=\"5_What_does_a_typical_contract_term_look_like\"><\/span>5. What does a typical contract term look like?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Do they lock you into long contracts without an out clause? You\u2019ll never know how the relationship looks until you\u2019ve started collaborating. <\/li>\n<li>Make sure you have some flexibility in case the partnership or results aren\u2019t working out. If you\u2019re OK signing on for a longer term without an out clause, you may be able to get a discount.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-account-audit-and-optimization\"><span class=\"ez-toc-section\" id=\"Account_audit_and_optimization\"><\/span>Account audit and optimization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-6-has-the-agency-performed-an-account-audit-and-what-specific-observations-and-areas-for-improvement-were-identified-nbsp\"><span class=\"ez-toc-section\" id=\"6_Has_the_agency_performed_an_account_audit_and_what_specific_observations_and_areas_for_improvement_were_identified\"><\/span>6. Has the agency performed an account audit and what specific observations and areas for improvement were identified?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>This question delves into the agency\u2019s analytical capabilities and its proactive <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to optimizing client accounts. It also helps ensure they have a deep technical and strategic knowledge of finding opportunities.\u00a0<\/li>\n<li>Make sure you\u2019re getting specific recommendations instead of <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ities. Many agencies won\u2019t perform a free audit unless it\u2019s for a larger account. <\/li>\n<li>Still, you may consider paying for an audit as part of your evaluation process to get a feel for what they\u2019ve found and how they present information.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-7-based-on-their-audit-findings-how-much-restructuring-do-they-believe-is-necessary-and-what-is-their-preferred-account-setup-approach-nbsp\"><span class=\"ez-toc-section\" id=\"7_Based_on_their_audit_findings_how_much_restructuring_do_they_believe_is_necessary_and_what_is_their_preferred_account_setup_approach\"><\/span>7. Based on their audit findings, how much restructuring do they believe is necessary and what is their preferred account setup approach?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding their proposed strategies for restructuring provides insight into their expertise and methodologies. <\/li>\n<li>This will also give you a sense of whether they are likely just to take your existing account and make standard optimizations or if they are bringing new thinking to the table.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-assessing-performance-metrics\"><span class=\"ez-toc-section\" id=\"Assessing_performance_metrics\"><\/span>Assessing performance metrics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-8-what-do-typical-reports-look-like-nbsp\"><span class=\"ez-toc-section\" id=\"8_What_do_typical_reports_look_like\"><\/span>8. What do typical reports look like?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>It\u2019s helpful to see a sample of a weekly or monthly report. This will give you a sense of what type of information will be shared with you continuously.\u00a0<\/li>\n<li>Do they talk about results or more vanity-type metrics? Is it the level of reporting you\u2019d expect? Does it feel very templated or more customized and full of rich information?<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-9-will-you-have-access-to-a-live-dashboard-nbsp\"><span class=\"ez-toc-section\" id=\"9_Will_you_have_access_to_a_live_dashboard\"><\/span>9. Will you have access to a live dashboard?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>You\u2019ll want to know if you have access to performance data (aside from logging straight into Google Analytics or Google ads) directly or if you\u2019ll have to request reports.\u00a0<\/li>\n<li>If you can access a dashboard, ask to see a sanitized report version. Make sure that spend and CPA or CPL (or another performance metric) are shown.<\/li>\n<li>We\u2019ve seen dashboards that report on impressions and clients but hide spend so the client doesn\u2019t know what is profitable and what may be inefficient.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-10-what-do-they-typically-use-to-evaluate-performance-ga4-platform-data-or-another-source-nbsp\"><span class=\"ez-toc-section\" id=\"10_What_do_they_typically_use_to_evaluate_performance_GA4_platform_data_or_another_source\"><\/span>10. What do they typically use to evaluate performance? GA4, platform data or another source?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Each source of information has pros and cons. Platform data can be very helpful because it provides the richest information, but GA4 will provide a deduplicated view of the order\/revenue. You may also want to understand if they use other <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> like <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">Trip<\/a>le Whale.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-11-what-attribution-methodology-do-they-typically-use-nbsp\"><span class=\"ez-toc-section\" id=\"11_What_attribution_methodology_do_they_typically_use\"><\/span>11. What attribution methodology do they typically use?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>This goes hand in hand with the question above. It\u2019s helpful to get aligned so that you\u2019re speaking the same language. Make sure you also discuss the attribution window.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-expected-results-timeline-and-onboarding-process\"><span class=\"ez-toc-section\" id=\"Expected_results_timeline_and_onboarding_process\"><\/span>Expected results, timeline and onboarding process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-12-based-on-their-findings-how-long-do-they-anticipate-it-will-take-to-see-improved-results-and-what-are-their-expectations-regarding-performance-gains-nbsp\"><span class=\"ez-toc-section\" id=\"12_Based_on_their_findings_how_long_do_they_anticipate_it_will_take_to_see_improved_results_and_what_are_their_expectations_regarding_performance_gains\"><\/span>12. Based on their findings, how long do they anticipate it will take to see improved results and what are their expectations regarding performance gains?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Setting realistic expectations for results and timelines is essential for aligning goals and forming a healthy partnership. However, be a little weary of overly aggressive forecasts unless you know that your program is in disarray.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-13-what-is-their-process-and-timeline-for-taking-over-an-account-nbsp\"><span class=\"ez-toc-section\" id=\"13_What_is_their_process_and_timeline_for_taking_over_an_account\"><\/span>13. What is their process and timeline for taking over an account?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding their onboarding process helps manage expectations and ensures a smooth transition. <\/li>\n<li>For larger programs, you\u2019ll probably expect a request for an overlap period with the existing agency.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-14-how-do-they-ensure-a-smooth-transition-to-avoid-any-drop-in-performance-during-restructures-nbsp\"><span class=\"ez-toc-section\" id=\"14_How_do_they_ensure_a_smooth_transition_to_avoid_any_drop_in_performance_during_restructures\"><\/span>14. How do they ensure a smooth transition to avoid any drop in performance during restructures?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Probing into their strategies for minimizing disruptions during transitions highlights their commitment to maintaining performance consistency.\u00a0<\/li>\n<li>Many agencies will suggest a period where more minimal changes are made while they learn the ins and outs of the account. While this may seem lax, it may be for your protection.<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-industry-focus\"><span class=\"ez-toc-section\" id=\"Industry_focus\"><\/span>Industry focus<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-15-do-they-lean-into-one-particular-industry-or-spread-their-focus-and-why-nbsp\"><span class=\"ez-toc-section\" id=\"15_Do_they_lean_into_one_particular_industry_or_spread_their_focus_and_why\"><\/span>15. Do they lean into one particular industry or spread their focus and why?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>You\u2019ll need to decide if you prefer to align with a digital marketing agency specialized in your industry for targeted expertise or opt for one with a broader focus for diverse perspectives and potential cross-industry insights.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-16-if-they-have-multiple-accounts-in-your-industry-how-do-they-ensure-account-client-separation-nbsp\"><span class=\"ez-toc-section\" id=\"16_If_they_have_multiple_accounts_in_your_industry_how_do_they_ensure_accountclient_separation\"><\/span>16. If they have multiple accounts in your industry, how do they ensure account\/client separation?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding their approach to maintaining client confidentiality and avoiding conflicts of interest is crucial for establishing trust and transparency.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-17-which-bidding-strategies-do-they-prefer-to-use-and-why-nbsp\"><span class=\"ez-toc-section\" id=\"17_Which_bidding_strategies_do_they_prefer_to_use_and_why\"><\/span>17. Which bidding strategies do they prefer to use and why?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Each type of account will require different bidding strategies and the strategy will change depending on how much data is available to drive decisions. <\/li>\n<\/ul>\n<p><strong>For retail or ecommerce clients:<\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-18-what-do-they-see-as-the-role-of-text-ads-shopping-and-performance-max-pmax-what-about-video-or-other-campaign-types\"><span class=\"ez-toc-section\" id=\"18_What_do_they_see_as_the_role_of_text_ads_shopping_and_Performance_Max_PMax_What_about_video_or_other_campaign_types\"><\/span>18. What do they see as the role of text ads, shopping and Performance Max (PMax? What about video or other campaign types?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>It\u2019s helpful to understand the agency\u2019s philosophy on each campaign type to ensure a well-rounded strategy. This question addresses the agency\u2019s understanding of retail-specific advertising dynamics and its ability to maximize returns for ecommerce businesses.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-19-how-do-they-navigate-optimization-challenges-if-they-employ-a-go-all-in-on-pmax-approach\"><span class=\"ez-toc-section\" id=\"19_How_do_they_navigate_optimization_challenges_if_they_employ_a_%E2%80%98go_all_in_on_PMax_approach\"><\/span>19. How do they navigate optimization challenges if they employ a \u2018go all in on PMax\u2019 approach?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>PMax is easier to run (and likely more profitable for the agency to manage!), but that doesn\u2019t necessarily mean it\u2019s best for your business.\u00a0<\/li>\n<li>Do you really want to hand off full control to Google? Would you prefer for there to be more levers to pull to drive scale or control costs when needed?<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-20-if-you-have-a-physical-presence-do-they-have-experience-with-local-campaigns-nbsp\"><span class=\"ez-toc-section\" id=\"20_If_you_have_a_physical_presence_do_they_have_experience_with_local_campaigns\"><\/span>20. If you have a physical presence, do they have experience with local campaigns?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>What\u2019s their typical approach and how do they think about attributing sales from stores or driving foot traffic?<\/li>\n<\/ul>\n<p><strong>For B2B or service focus:\u00a0<\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-21-do-they-have-experience-with-revops-and-understanding-the-nuances-between-optimizing-for-a-lead-vs-a-qualified-lead-and-customer-nbsp-nbsp\"><span class=\"ez-toc-section\" id=\"21_Do_they_have_experience_with_RevOps_and_understanding_the_nuances_between_optimizing_for_a_lead_vs_a_qualified_lead_and_customer\"><\/span>21. Do they have experience with RevOps and understanding the nuances between optimizing for a lead vs a qualified lead and customer?\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Not all leads are created equally and it\u2019s important in B2B to find actual converting customers.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-22-have-they-handled-integrations-with-call-tracking-or-other-offline-data-sources-nbsp\"><span class=\"ez-toc-section\" id=\"22_Have_they_handled_integrations_with_call_tracking_or_other_offline_data_sources\"><\/span>22. Have they handled integrations with call tracking or other offline data sources?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>B2B and service businesses also tend to include more offline sales \u2013 captured through phone or other means \u2013 so you\u2019ll want a partner that understands how to capture and leverage the right data<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-team-structure-and-expertise\"><span class=\"ez-toc-section\" id=\"Team_structure_and_expertise\"><\/span>Team structure and expertise<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-23-what-is-the-general-structure-of-their-ppc-department-nbsp\"><span class=\"ez-toc-section\" id=\"23_What_is_the_general_structure_of_their_PPC_department\"><\/span>23. What is the general structure of their PPC department?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Exploring the agency\u2019s organizational structure provides insights into its resource allocation and specialization.\u00a0<\/li>\n<li>Is there one director over a lot of managers? Or is it a team with a clear hierarchy that\u2019s designed to ensure each account has sufficient senior-level attention?<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-24-how-big-is-the-overall-ppc-team-and-how-many-members-are-fully-dedicated-to-paid-search-or-social-management-nbsp\"><span class=\"ez-toc-section\" id=\"24_How_big_is_the_overall_PPC_team_and_how_many_members_are_fully_dedicated_to_paid_search_or_social_management\"><\/span>24. How big is the overall PPC team and how many members are fully dedicated to paid search or social management?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding the team\u2019s composition and expertise distribution informs expectations regarding the depth of talent available to support your campaigns. You may also want to ask if they use a pod structure or have a different approach.\u00a0<\/li>\n<li>The reason that team size matters is because one of the reasons that clients often like agencies is because there is a pool of individuals who are experts and can bring more ideas to the table.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-25-what-is-the-average-years-of-paid-search-experience-of-the-individuals-on-the-ppc-team-and-what-s-the-minimum-nbsp\"><span class=\"ez-toc-section\" id=\"25_What_is_the_average_years_of_paid_search_experience_of_the_individuals_on_the_PPC_team_And_whats_the_minimum\"><\/span>25. What is the average years of paid search experience of the individuals on the PPC team? And what\u2019s the minimum?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>You\u2019ll want to understand if the agency is using experienced professionals or if there are a lot of junior members of the team. Ideally, you don\u2019t have a team that is \u201clearning on your dime.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-account-management\"><span class=\"ez-toc-section\" id=\"Account_management\"><\/span>Account management<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-26-how-many-accounts-is-the-lead-responsible-for-and-what-role-do-they-play-nbsp\"><span class=\"ez-toc-section\" id=\"26_How_many_accounts_is_the_lead_responsible_for_and_what_role_do_they_play\"><\/span>26. How many accounts is the lead responsible for and what role do they play?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>This question sheds light on the level of individual attention and involvement you can expect from the agency\u2019s leadership.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-27-who-will-be-assigned-to-your-account-and-what-is-each-team-member-s-level-of-experience\"><span class=\"ez-toc-section\" id=\"27_Who_will_be_assigned_to_your_account_and_what_is_each_team_members_level_of_experience\"><\/span>27. Who will be assigned to your account and what is each team member\u2019s level of experience?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding the qualifications of the team members assigned to your account is crucial for assessing their ability to deliver results. An agency is only as good as the people on your account!<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-28-how-often-will-you-be-meeting-with-the-team-and-who-will-be-on-calls-nbsp\"><span class=\"ez-toc-section\" id=\"28_How_often_will_you_be_meeting_with_the_team_and_who_will_be_on_calls\"><\/span>28. How often will you be meeting with the team and who will be on calls?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Make sure you are clear about who will attend and at what cadence. You may have some calls with more members of the team and others that include just a limited set \u2013 but it\u2019s better to know upfront.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-day-to-day-operations\"><span class=\"ez-toc-section\" id=\"Day-to-day_operations\"><\/span>Day-to-day operations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-29-who-handles-most-of-the-day-to-day-work-in-the-accounts-and-how-many-accounts-are-they-responsible-for-nbsp\"><span class=\"ez-toc-section\" id=\"29_Who_handles_most_of_the_day-to-day_work_in_the_accounts_and_how_many_accounts_are_they_responsible_for\"><\/span>29. Who handles most of the day-to-day work in the accounts and how many accounts are they responsible for?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>This question provides insights into the workload distribution and the level of attention your account will receive. <\/li>\n<li>We\u2019ve connected with individuals in the past who are responsible for more than a dozen accounts. There\u2019s no way that person will have time to learn about your business.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-30-who-will-be-your-primary-point-of-contact-for-day-to-day-communications-nbsp\"><span class=\"ez-toc-section\" id=\"30_Who_will_be_your_primary_point_of_contact_for_day-to-day_communications\"><\/span>30. Who will be your primary point of contact for day-to-day communications?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Clarifying the communication channels and primary contact streamlines collaboration and ensures efficient problem resolution.\u00a0<\/li>\n<li>Will you be working with an account manager or do you have direct access to the people managing your campaigns? <\/li>\n<li>You\u2019ll want direct access to ensure that you aren\u2019t playing the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> of telephone on strategy and other important topics.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-31-what-s-the-most-frequently-used-method-for-communication-nbsp\"><span class=\"ez-toc-section\" id=\"31_Whats_the_most_frequently_used_method_for_communication\"><\/span>31. What\u2019s the most frequently used method for communication?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>You\u2019ll want to find out if you have access to the team through email only or if you can also communicate through Slack or another means.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-third-party-involvement\"><span class=\"ez-toc-section\" id=\"Third-party_involvement\"><\/span>Third-party involvement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-32-are-any-tasks-outsourced-offshore-or-to-third-parties\"><span class=\"ez-toc-section\" id=\"32_Are_any_tasks_outsourced_offshore_or_to_third_parties\"><\/span>32. Are any tasks outsourced offshore or to third parties?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding the extent of third-party involvement helps evaluate potential dependencies and risks associated with outsourcing. <\/li>\n<li>Ultimately, you\u2019re hiring the agency to know who is actually doing the work from end to end.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-collaboration\"><span class=\"ez-toc-section\" id=\"Collaboration\"><\/span>Collaboration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-33-what-is-their-relationship-like-with-the-google-team-nbsp\"><span class=\"ez-toc-section\" id=\"33_What_is_their_relationship_like_with_the_Google_team\"><\/span>33. What is their relationship like with the Google team?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Access to Google highlights their ability to gather data quickly and can bring potential advantages, such as beta features and industry insights.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-34-how-do-they-view-the-value-of-paid-search-and-seo-or-social-partnering-and-how-do-they-ensure-effective-communication-between-teams-nbsp\"><span class=\"ez-toc-section\" id=\"34_How_do_they_view_the_value_of_paid_search_and_SEO_or_Social_partnering_and_how_do_they_ensure_effective_communication_between_teams\"><\/span>34. How do they view the value of paid search and SEO (or Social) partnering and how do they ensure effective communication between teams?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Exploring their perspective on cross-channel collaboration demonstrates their holistic approach to digital marketing and their commitment to maximizing results across channels.\u00a0<\/li>\n<li>How do they collaborate within their agency (if they are managing multiple marketing channels for you) or with other agencies (if the work is divided among agencies)?<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-case-studies-and-references\"><span class=\"ez-toc-section\" id=\"Case_studies_and_references\"><\/span>Case studies and references<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-35-can-they-provide-relevant-case-studies-showcasing-successful-paid-search-campaigns-nbsp\"><span class=\"ez-toc-section\" id=\"35_Can_they_provide_relevant_case_studies_showcasing_successful_paid_search_campaigns\"><\/span>35. Can they provide relevant case studies showcasing successful paid search campaigns?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Reviewing case studies allows you to gauge the agency\u2019s track record and success stories in delivering results for clients.\u00a0<\/li>\n<li>Look for something that\u2019s representative of your business, whether it\u2019s big or small. That doesn\u2019t mean that it needs to be for your industry \u2013 but there should be some parallels.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-36-are-there-reference-clients-you-can-speak-to-about-their-experiences-with-the-agency-nbsp\"><span class=\"ez-toc-section\" id=\"36_Are_there_reference_clients_you_can_speak_to_about_their_experiences_with_the_agency\"><\/span>36. Are there reference clients you can speak to about their experiences with the agency?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Speaking directly with past or current clients provides valuable firsthand insights into the agency\u2019s performance, communication and overall client satisfaction. It\u2019s rare that prospects ask for this and generally reserved for large accounts.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-client-retention-insights\"><span class=\"ez-toc-section\" id=\"Client_retention_insights\"><\/span>Client retention insights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-37-when-the-agency-loses-clients-what-are-the-typical-reasons-cited-nbsp\"><span class=\"ez-toc-section\" id=\"37_When_the_agency_loses_clients_what_are_the_typical_reasons_cited\"><\/span>37. When the agency loses clients, what are the typical reasons cited?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Understanding the factors contributing to client churn provides insights into potential risks and areas for improvement in the agency\u2019s service delivery.<\/li>\n<\/ul>\n<p>Marketers can make informed decisions when selecting a digital marketing partner by asking some of these questions and diving into various aspects of a prospective agency\u2019s operations and expertise. <\/p>\n<p>You don\u2019t necessarily need to discuss every one of these, but choosing a good cross-section of questions can help ensure you find a good partner for your business.\u00a0<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Antonella Pisani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Antonella-Pisani.jpeg.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Antonella-Pisani.jpeg.webp\" alt=\"Antonella Pisani\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Antonella Pisani<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=antonella_tx&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/antonellapisani\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Antonella Pisani is CEO and founder at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.eyefulmedia.com\/\">Eyeful Media<\/a>, where she leads a team of passionate &amp; talented marketers. Over the course of her career, she\u2019s held senior digital marketing &amp; eCommerce leadership positions with Fossil, JCPenney, Guitar Center, and Proflowers but began her career as a web designer in 1996. Antonella is based in Dallas, and her trusty sidekick, Riley (a rescue pup who also serves as the company\u2019s Chief Security Officer), is often sleeping by her desk. She\u2019s been to 37 countries and loves to travel any chance she gets.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/questions-evaluate-digital-marketing-agencies-437908\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Essential questions to evaluate digital agencies on auditing, performance, team structure and capabilities during selection. Selecting the right digital marketing agency partner is key for businesses aiming to drive results and scale efficiently. With countless agencies vying for attention, marketers must ask the right questions to ensure they make the best choice for their company\u2019s&#8230;<\/p>\n","protected":false},"author":1,"featured_media":610557,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/37-key-questions-to-ask-when-evaluating-digital-marketing-agencies-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[148407,107942],"class_list":["post-610556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-leadership-and-management","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610556","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=610556"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610556\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/610557"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=610556"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=610556"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=610556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}