In a past iteration of my career, I spent several years swinging a hammer as a home remodeler in a small state without much regulation. Much of our time was spent fixing problems that shady contractors left homeowners to solve, having already spent every dollar of their customers’ budgets. It was easy to understand why the word “contractor” was such a negative trigger for so many people. To spend so much money to realize your dreams only to be left short of what you were expecting is deeply upsetting to most people.
Unfortunately, the same dynamic exists with some ad agencies. Ad agencies often leave their customers feeling anxious and vulnerable when they overpromise and fail to deliver against revenue commitments. Advertising budgets are frequently fixed, and when paid media underperforms expectations, business owners and eCommerce managers are in a very tough spot. It’s enough to leave brands anxious and doubtful that an agency partnership is worth the trouble.
So, how important is an agency relationship, really? If you decide to pursue that path, how do you avoid picking the wrong digital media agency?
Keeping It Consistent
Running an eCommerce biz means juggling a lot—product sourcing, shipping, warehousing, you name it. It’s tough also to keep a constant eye on your own advertising campaigns. This is where good agencies shine. They have experts who live and breathe specific ad platforms, ensuring your campaigns are always on point and delivering results.
The Transparency Advantage
One big perk of a good agency is transparency. Self-service platforms can leave you guessing about how your ads are really doing. Agencies, however, provide clear, detailed reports so you always know what’s happening and can tweak things as needed.
That said, not all agencies are good with transparency. Unfortunately, many agencies still use spreadsheets and decks to provide monthly results. This means that they can include any metric that they want to and leave out any of the “bad stuff.” The bad stuff is very valuable to you, too, as it helps you learn quickly what to do next.
Ensure the agency you work with has a built-in dashboard that pulls directly from your different advertising platforms. This way, you can pull it up whenever you want and verify that what your agency reports is accurate and tells the whole story.
Expertise That Makes a Difference
Good agencies bring tons of know-how to the table. They offer more than just basic support—they provide deep industry insights and smart recommendations. This is gold, especially if you’re looking to grow your business in a big way.
However, not all agencies are growth and revenue-focused. Unfortunately, some are just channel marketers who want to get you good CTRs and other metrics that don’t tell the story of how the ads made your digital cash register ring! Make sure your agency reports on the profitability of ad spend compared to sales.
Why Agencies Beat Self-Service Platforms
Sure, self-service platforms like Google and Amazon make advertising easier, but good agencies offer unmatched expertise, consistency, transparency, and collaboration. They deliver a complete package that’s hard to beat, helping your business succeed in the competitive eCommerce space.
Good agencies bring a wealth of industry know-how. They offer insights and best practices you might miss out on with self-service platforms, helping you stay ahead of the curve.
In the eCommerce space, eCommerce-specific agencies have already worked with hundreds of other eCommerce brands, so they have a unique knowledge of your advertising space and a suitcase full of strategies that have been effective for other brands.
Good agencies excel at creating consistent, holistic marketing strategies. Unlike self-service platforms that might just set and forget your campaigns, agencies take a full view of your marketing efforts. They know how to blend different channels—like Facebook, Google, and Amazon—into a cohesive plan that maximizes your return on ad spend (ROAS.)
Learning from Experience
Experienced agencies bring valuable lessons from past campaigns. They know what works and doesn’t, helping you avoid mistakes and get better results.
Good agencies offer expert opinions that can guide your marketing efforts. Their fresh perspectives help you spot areas for improvement and drive success.
Moreover, good agencies develop creative campaigns that help you stand out. Their innovative ideas are crucial in a crowded marketplace.
Quality agencies like Finch can provide you with dozens of case studies and a wealth of data demonstrating the types of successful outcomes you’re looking for.
Final thoughts on what to look for in an agency
Realize that not all agencies are created equal. Look for ones that align with your goals, prioritize transparency, and welcome collaboration. You want agencies that learn from their mistakes and adapt their strategies on your side.
Ask for references. Get a look at the reporting tools they use with their clients. Make sure that when it comes to know-how, reporting, and transparency, they are putting their money where their mouth is!
By partnering with a great eCommerce agency, you can optimize your marketing strategies, achieve your goals, and thrive in the competitive eCommerce world!
