How do you choose the best digital marketing agency for your business? -

Since covid, we have witnessed a notable rise in the number of agencies in India. As per the world’s top rating and review platform, clutch.co, there are 3799 firms registered as Digital Marketing Agency with them in India till October 2022. However, this number may be on the higher side as not all digital agencies get themself registered on this platform. Among this big number, choosing the best digital marketing agency can be quite a task. So, what factors you may consider choosing a good-fit digital marketing agency? Here are we covering all that you need to know.

5 Points to be considered before choosing the best digital marketing agency for your needs

There are seven points that need to be primarily considered before choosing the best digital marketing agency:

Experience of the firm or the leaders
Advertising budget the firm has handled
How strategically the firm approaches a campaign
Designing capabilities
Measurement & reporting

Experience of the firm or the leaders

best digital marketing agency - experience matters

More than what to do, experience teaches us what not to do. And that’s crucial for any business. The decision-makers and the leadership must create a digital roadmap pointing out what needs to be done and what should be avoided.

A leader with such experience knows what is going to work. Not all digital platforms may suit all businesses. For example, LinkedIn may be a good fit for advertising when the client is a B2B company. They might waste their money advertising on Instagram and Facebook.

Even, Google search may not work for certain companies. An innovative product that people may not be aware of, will not be searched on Google. Displaying them on Instagram and Facebook may work. These may seem small, but involves assumptions and the confidence to assume and take a decision comes from experience.

Our leadership at Paze International has more than 14 years of experience and more than 30 years of accumulated experience. Our founder, Mr. Prakash Chaubey started his career in the Digital domain in 2012, just when the era of 2G and Android kicked off. On one hand, he has worked with India’s leading companies like Snapdeal and on the other hand, he got international experience working as an AVP with a US-based digital firm. Explore more here.

Advertising Budget the firm has handled

Advertising is an inseparable part of Marketing. During the initial stages of creating a digital strategy, the overall budgets for advertising campaigns are decided. Then this budget is further divided among platforms according to their relevancy. For example, if the audience on LinkedIn is the most prospective clients for a business, it will be allocated the most percentage of the budget. The last stage of budget allocation involves dividing the platform budget into campaigns and ad groups. Again, experience plays a crucial role.

However, this experience must be about handling the overall budget the firm has handled. This may be an injustice if we say that agencies handling fewer budgets may not be good agencies to go with. But yes, if your budget is $1000 or Rs 1,00,000 and the firm has handled a total of only $2000 among 20 companies, it may not be a good fit for you. However, this company may produce good results if your budget is as low as they already handle.

So the thumb rule is to choose an agency according to your advertising budget rather than what they have handled. A company handling millions may overspend your thousand dollars because they may not have the experience or patience to save each penny and still deliver maximum leads.

Paze International handles an average monthly budget of $6000 (approx Rs 5 Lakhs) on Google, Facebook & LinkedIn. The maximum budget handled by us is $1500 on Google Search for a US-based firm dealing in tree care. The ROI reported by them last month was more than 400%.

How strategically the firm approaches an ad campaign

best digital marketing agency - strategy

Campaigns are complex. We need to have different campaigns for each objective. Once we have a clear objective, we can have multiple multiple ad groups defining the placement, audiences, or budget. At the next level, we can create multiple ads for each ad group. But as said earlier, this is not as simple as it looks.

One needs to take a strategic approach to make a campaign successful. For example, if you are planning to sell jackets this winter with a Facebook marketing fund of Rs 10 lakhs, you will have a campaign with the same budget. But will have different ad groups based on targeting, locations, placements, etc. An age group of 50+ years may not prefer bright color jackets and thus you may have to create a different ad group targeting the 50+ age group and placing them only on Facebook and mobile devices. This Ad Group will have an ad copy displaying an elderly man wearing a jacket.

Such approaches surely give you an edge over those who just go using classic approaches. Adding tracking codes and tracking conversions comes under such approaches.

At Paze International, we don’t take traditional and simple approaches while going for a campaign. We have created and implemented unique campaigns based on research and extensive experience which have delivered results.

Designing Capabilities

A good design is a good business. A good design is not only good visuals but also how well and clearly the message is conveyed. It is also about how engaging the design is. Most agencies know how to advertise, how to develop websites, and even what to be communicated. But they lack in design. The communication is missed because of the cluttered design and unclear call-to-action. Many also do not have video creation capabilities which with reels and stories are a necessity for any brand.

Designing is our soul at Paze International. The creative team understands the need of the client and designs accordingly. We can create nearly all types of creatives that are required on major digital platforms.

Measurement and Reporting

At the end of 2021, BCG and Meta jointly published a report pointing out the importance of measurement. Measurements are based on facts. It can provide insights about what fund was invested, how many impressions, clicks, and traffic to the landing page was generated and what was the conversion ratio. Such insights may help you calculate ROI. As the BCG-Meta report says a good portion is left on the table because we are not measuring well.’

An agency must integrate tools and conversion tracking codes to measure the performance of almost every effort made digitally. An SEO agency must use tools like SEMRush to keep tapping on competitors, do site audits, and generate reports on SEO efforts.

Paze International uses all major tools like SEMRush, Google Analytics, SimilarWeb, WooRank, Google Search Console, Meta Business Insights, etc to analyze our efforts and later present them to clients, thus maintaining transparency.