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You’ve selected the right advertising agency for your company. Great! Now what?
Managing an advertising agency is not as simple as hitting “autopilot,” crossing your fingers and hoping they get it right. You will need watchful eyes along the way, helping to keep your agency on the desired track. Here’s how to make sure the agency is giving you what you need.
1. Set the business goals
Everything starts with the business goals. Your agency needs to be perfectly clear on the budget and what you define as success from the campaign. Sometimes that is upper funnel targets, such as growing your overall brand-awareness metrics. But, more often than not, it is lower funnel targets, such as hitting a desired revenue level and matching return on ad spend (ROAS) or customer acquisition cost (CAC). It is