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Breaking through the clutter – choosing the right SEM agency

“Best in class”, “We drive results”, “Industry leader”.
These are just a few of the things SEM agencies claim as their identity. Like everything else, advertisers are flooded with messaging demonstrating that each agency is better than the next but the question is, “why?” What makes Agency X the leader? What makes Agency Y the best? Agencies are great at calling themselves the All-star, but don’t always make it clear for advertisers just why they are deserving of these titles. As SEM is all about numbers, it is particularly important for advertisers to gain clear insight into the pros and cons of each agency and not just rely on a glamorous marketing pitch. Below are a few things to consider when researching SEM companies:
1. Technology. While agencies will usually provide information on their technological capabilities, it is a good idea to dig deeper than this. Find out if they developed their own technology or if they license it from another SEM company. If they license it out, what made them choose this specific technology? Do they plan to change anytime soon? Why or why not?
2. Internal intelligence. It is a good idea to investigate how the company is broken down. A company that is 80% sales, 10% account management and 10% engineers is going to perform differently than a company that is 20% sales, 40% account management, 20% analytical and 20% engineers.
3. Historical performance. Perhaps the best way to see the true colors of an SEM agency is to talk to past and present clients. Agencies should be able to provide references for more official conversations or advertisers can just ask around to get an idea of an agency’s past business successes and mishaps.
4. Personality. At the end of the day, numbers are what count. However, there is a lot to be said for account managers and sales teams that you feel comfortable with. As agencies will work as part of your team, likeability shouldn’t be ignored.
The bottom line is that SEM isn’t a fluffy form of advertising nor is it the most creative. While a flashy website or shiny presentation can be enticing, it is important for advertisers to focus on other factors when ultimately choosing an SEM agency. SEM is about results and results aren’t proven by an agency’s marketing, they are proven through true SEM capabilities and intelligence. By taking the points above into careful consideration, you will be set-up for both strong SEM results and a successful relationship with your agency.