That is a great question. Unfortunately I can't really answer whether YOU should work with an agency, but I can give you some good general guidelines. The problem with most agencies is that they want to keep you around as long as possible, makes sense doesn't it? Oddly we are considering an exit clause that incentives us to hit your goals sooner so you can move on to bigger and better things, still working that over internally. But, that's not why you're here. The reality of your growth trajectory is that there is a timeline for how this should work. You're about to get some great information we have acquired over the years.
- Just starting your marketing - Handle it internally
- Read articles and how-to's build your first AdWords campaign and start testing, or have Gary the intern do it.
- Spending $1,000-$2,000 per month
- If Gary hasn't gotten better by now it may be time to hire a freelancer or very small agency that charges you a percentage of spend, or low minimum rate. Large agencies will not work with a client this small, and hourly rate agencies will end up charging you a somewhat unreasonable % of spend at this point. Although, we would too, it's hard to effectively manage this much spend.
- Spending $2,000-$19,000 per month
- Ok, now we are talking. You're officially large enough to be a great client for an agency to work with and you're spending enough to really get great results. You're still not quite hiring a full-time person.
- Spending $20,000-$30,000 per month
- Yes, there is very little difference between $19k & $20k, thanks a lot. But at this point you'd likely be paying an agency 10%-15% of $20,000-$30,000 and investing roughly half of what a full-time junior advertiser would cost you. It's time to at least consider a hire, talk to your agency about consulting relationships and training your hire. We will actually even help you make the hire like we are a recruiting firm, which is pretty cool.
Most business will not reach an advertising investment beyond this, but if you do you will often need to consider a hybrid model of having a Full-Time Senior (3-6 years) Ad Manager AND an agency that assists in strategy development and execution. Once you are investing significantly in digital advertising you will likely find that agencies that can deliver with the speed you are looking for are few and far between. Nobody will know your company better than your own team, working with an agency as a trusted partner can become the best model when you reach the upper echelons of advertising. If you have any questions about hiring agencies or growth and the fun problems that come along with it...get in touch!