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As a paid media agency ourselves, you might be wondering why we’re shedding light on the potential problems with agencies. The answer is simple: transparency. We believe in empowering you, our clients, and prospective clients, with the knowledge needed to forge successful partnerships. In this article, you’ll learn about common issues you might encounter with paid media agencies, the signs to look out for, and how to avoid and navigate these problems.
Common Problems with Paid Media Agencies
The most common problems we see with paid media agencies are:
- Performance concerns
- Mismanaged expectations
- Ineffective communication
Here’s a closer look at these issues.
Performance concerns
Performance is a top priority for any client investing in paid media. But what if you’re kept in the dark about the steps your agency is taking to deliver results?
The uncertainty can be unnerving, making you feel like you’re not getting the necessary guidance or strategy. In worst-case scenarios, you may feel that your campaigns aren’t being managed adequately or are underperforming.
This is one of the most common problems we see when new prospects come to us who’ve been burnt by previous agencies. In many cases (but not all), it’s not that the agency is underperforming, it’s just that they’re not communicating effectively, so the client doesn’t know how their efforts are tracking.
Mismanagement of Budget and Expectations
Have you ever been promised the moon and stars, only to receive a handful of dust?
Overselling is a common problem in our industry. Some agencies may promise fantastic results, set unrealistic goals, and fail to manage expectations correctly.
The repercussions can be serious: overspending, underspending, or simply not getting what you were promised.
Ineffective Communication
How can you trust an agency that doesn’t communicate effectively?
Poor reporting, lack of updates, and no clarity about what your agency is doing can all contribute to a sense of dissatisfaction.
You may even begin to feel neglected, as though you’re just another number to them. This is a big problem in the agency world, where account managers will be responsible for taking care of 20+ clients.
The problem with this is that no single client gets the care they need (and deserve). That’s why more agile teams that focus on client satisfaction over the numbers may have more effective communication strategies in place. At RedPandas, this is one of the things that we pride ourselves on.
Spotting Agency Red Flags
Knowing the common problems is just the start; it’s equally essential to recognise the signs that these issues may be on the horizon. By doing this, you can ensure you nab these problems before they surface.
Here are a few warning signals to be aware of:
Signs to watch out for before you start working with an agency
Before you start working with an agency, they’ll give you some tell-tale signs that will help you determine whether these common agency problems are likely to surface or not later down the line.
Some of these signs include:
- Lack of testimonials: Look out for a lack of client testimonials or referrals from reputable sources.
- Proposed framework is vague: Take a good look at their proposed framework for working with you. If it is vague and not completely clear, then you have to ask yourself, what else may they not be clear about in the future?
- Communication time: Are they taking too long to respond to your queries or not communicating consistently? If they can’t communicate with speed when they’re trying to sell to you, imagine how they’ll act when they’ve secured you as a client. These could be early signs of communication problems down the line.
By looking out for these signs before you even start working with an agency, you can spot problems before they’ve had the chance to surface, and save yourself from being burnt.
Signs to watch out for during your engagement with an agency
Once you’ve engaged an agency, the signs of incoming problems will be clearer and easier to spot.
Some of these signs include:
- Inconsistent results: Keep an eye on the tangible results. Are you not getting the leads or sales you expected?
- Tracking or account setup issues: Are there issues with tracking or account setups? When an agency has poor processes, it’ll show up when they set up your accounts and tracking at the start of your engagement with them. Poor processes and systems could suggest a lack of thoroughness or attention to detail, which is ultimately going to bite you in the back in the long run.
- Your agency being out of touch for more than a week: If your agency is out of touch for long periods, that’s a significant red flag for communication issues. Remember, you don’t want to be just another number in their system – you want an agency that is going to care about your business.
- Who usually picks up downward trends and performance? If you are flagging potentially declining campaigns, and not your agency, then this is a bad sign. You want your agency to be on the front foot with data driven insights and recommendations.
Preventing Problems with Paid Media Agencies
Now that you are aware of some of the common problems with paid media agencies and the signs that these problems may occur, you’re going to want to be equipped with the knowledge to prevent these problems from ever occurring.
Here are a few steps you can take to avoid common problems:
- Picking the right agency
- Checking contract terms
Picking the right agency
Investing time in choosing the right agency will save you from potential headaches later.
Here’s a quick list of questions you can ask to help you pick the right agency:
- Is my agency locking me into a contract?
- Is the agency large, and if so, am I likely to be given the attention my business deserves?
- What’s the track record of the agency? What do real people who worked with the agency have to say about their experience?
- How many clients does one account manager take care of? Hint: 7 is a good number to ensure you’re given the attention you need.
Check contract terms
Be wary of long-term contracts without a clear exit clause. As an agency confident in our abilities, we don’t lock any client into a contract, but instead run month-by-month.
On top of this, you might want to consider looking for agencies that offer a satisfaction guarantee or performance-based contracts.
Freedom to leave if you’re unsatisfied is a strong sign of an agency’s confidence in its service quality.
Dealing with Problems Once They Arise
What should you do if you face problems with your agency despite all precautions?
There’s two steps you can take:
- Raise issues with upper management
- Change agencies if needed
Raise issues with upper management
Don’t hesitate to escalate issues. Request a client meeting to express your concerns and discuss potential solutions, open communication is always best, and you might learn something you didn’t know.
During this meeting, you should feel heard and there should be clear action steps from the agency’s side. Following this, make sure your agency is implementing these action steps and that you’re seeing the changes you desire.
Change agencies if necessary
If your problems aren’t resolved to your satisfaction after this meeting, don’t be afraid to look for another agency. The goal is to find a partnership that brings you value and peace of mind. At the end of the day, it’s about creating a relationship built on trust, transparency, and results.
At our agency, we’re committed to avoiding these common pitfalls and offering our clients the highest level of service.
Why We’re Different
Let’s tackle the elephant in the room.
Yes, we are a paid media agency discussing the problems associated with paid media agencies.
But we believe in full transparency and, above all, the value of a great client-agency relationship.
We want you to know the pitfalls so you can avoid them, whether you work with us or not.
Here’s how we do things differently:
- Clear expectations
- Proactive communication
Clear expectations
We start every relationship by setting clear, realistic expectations. We won’t promise you the moon and deliver pebbles.
Our goal is to achieve sustainable growth over time, and we’ll always keep you informed about what we’re aiming for, and how long it might take us to get there.
You might not be happy with the expectations we set – but at least you know we’ll be honest with you from the start without overpromising unrealistic results.
Proactive Communication
Communication is key to a successful relationship. We believe in overcommunication.
Agencies sometimes find it challenging to over communicate with clients, especially when their team grows.
The way we tackle this problem is by ensuring that our account managers handle a limited number of clients to ensure that you never feel like just another number on a list.
In our team, we run communication training which fosters healthy relationships between our account managers and clients. On top of this, we have a culture of psych safety in our team, which means our account managers aren’t afraid to speak up when needed. The last thing you want is an agency that’s afraid to speak up when needed.
So, what’s next?
Working with a paid media agency can be a tremendous asset to your business, but it’s important to go in with your eyes wide open.
Recognise the common problems, know how to spot the warning signs, and take steps to prevent issues before they arise.
Remember, a good agency is not just a service provider, but a partner in your success. RedPandas exist to fulfil the digital marketing needs of our clients in an honest, transparent and intuitive way.
If you’re looking for an agency to partner with, get in contact with us here.
