When companies outsource their digital marketing for the first time, they completely trust the agency or consultancy they've chosen. While many digital companies are 100% transparent and offer the best solutions to their clients, we've seen many that are opaque, and their clients don't realize it until they switch agencies.
If you are outsourcing your digital marketing or if you are considering it, You must take into account the following two things:
1 – Be the owner of all accounts
You should be the owner and manager of all the tools used to carry out your digital campaigns. If you don't have time to personally open all the accounts and want the agency or consultancy to do this for you, We recommend that you create a generic email address, such as marketing@yourcompany.com, and authorize your digital partner to open the necessary accounts for you.
Unfortunately, we've seen many companies lose their entire Google and Facebook Ad accounts because their previous agencies didn't want to give them ownership.
This This means losing all historical data and creating new accounts from scratch., which involves paying the new agency for keyword analysis, account structure, and analytics implementation, among other things.
2 – Start analytics
If you are running campaigns and are only receiving reports based on the traffic from your campaigns, you should consider seeking additional advice from specialists.
Let's say your website's goal is to get users to fill out a form or dial a number: your digital partner should be reporting the number of users who have performed those actions. This will help you understand what the average cost per action is. and whether this corresponds to the desired return on investment (ROI).
If you have a digital commerce website, your digital partner should provide you with revenue and ROI per campaign so you can assess the profitability of each product and ensure your media budget is appropriately allocated to each product.
Founder of PaidStrategy and Performance Marketing Specialist.
Over 10 years of experience in Performance Marketing. Expert in achieving goals through analysis and strategy management with internal teams and clients. Her two superpowers? Asking the right questions and moving from chaos and improvisation to order and planning.
