Accountability.
This is such a powerful word. And what does it look like in the context of a relationship with a paid media buying partner? We break it out into three distinct service areas.
Number 1: Fast and effective communications. Your agency should be responsive to your communications, acknowledge they received your emails, and work to resolve your questions in a timely manner.
This may mean the agency needs time to do some research, but importantly, they keep you updated on the task at hand, ensuring that you are kept in the loop. This also means they are available to answer questions, provide support, and provide recommendations based on the campaign performance in a way that supports your communication style.
They create a framework for communications; they establish a cadence. You know who your account people are; you know who is responsible for your campaign.
Number 2: Understanding the campaign. There should be no question about how your campaign is set up, how performance is measured, and how success will be achieved. If you have questions, you should ask and your agency should always be available to answer your questions and keep you informed.
Number 3: Too often, business owners look simply for scale and performance but don't stop to understand how the campaign is set up. They don't understand how they're being charged. It's important for the agency to make it clear how you are paying for their services.
