Industry experience: An agency that can deliver for consumers or eCommerce is different from an agency that can deliver for Pharma. Pharma ads have rules, regulations, and strategies of their own that are separate from eCommerce.
Performance creative capabilities: Today’s ad performance is more dependent on the creative itself. This is more so than the breakdown of the ads and media buying. The right agency needs to be able to produce performance-driven creative for both ads and landing pages.
Analytics and attribution: If you run a digital ad perform, you probably know that attribution is a huge pain even in today’s world; with all the technology we have, attribution is still a challenge for most marketers. Choose the agency that has the experience and expertise to deliver on campaign and creative attribution and ideally provide you with a dashboard to monitor your ad performance.
It’s all about the people: One expert can make all the difference in a performance campaign. Agencies often talk the big talk and show their salespeople early on, but what matters are the experts that will be driving the account day to day. Make sure you meet and vet them properly.