Working with Ad Agencies Search Engine Strategies - Chicago December 4, 2006

October 21, 2015Copyright 2006 Benefits Natural synergies between ad/marketing agencies and SEM firms –Ad/marketing agencies: Seeing increased requests for SEO services Many do not have the in-house expertise Building in-house expertise is challenging –SEM firms: Offer full-service marketing through partnership Low-cost lead generation Possible acquisition Benefit for both: Exchange of services

October 21, 2015Copyright 2006 Challenges Finding the RIGHT partners Operational issues –Coordination of projects –Sales’ knowledge of SEM –Coordination of payment Pricing Issues Contractual Issues

October 21, 2015Copyright 2006 Choosing the RIGHT Agency Partners Relative to your size Agencies you can grow with Track record of success Boutique agencies are less likely to have SEM experts on staff Do your homework –Your brand will be associated with this agency partner – ensure that you protect your good brand. Don’t be afraid to “cold call”. Network, network, network!

October 21, 2015Copyright 2006 Solving the Operational Issues Create integrated process flow –Flow charts –Project plans Regular updates and training –Handbooks –Helps agencies understand SEM to sell it and to recognize issues Dedicated account managers Co-branded marketing activities to promote your partnership –Lead generation activities –Example: announcing partnership to agency client list

October 21, 2015Copyright 2006 Pricing Issues Should you lower your prices to allow the agency to make a markup? –Not always necessary –Depends on your fees Work with the agency if necessary to find creative ways to compensate –Example: PPC setup fee

October 21, 2015Copyright 2006 Contractual Issues Brand –Try to keep your brand present Present your firm as a “trusted partner” –Referencing client work Mutual non-disclosure agreements Non-compete agreements –Try not to limit yourself if possible Blanket services agreement with agency –Append services agreements with a statement of work Consider requesting a sales agreement for work you bring to the ad/marketing agency

October 21, 2015Copyright 2006 Summation Make it as easy as possible for agency partners to do business with you Don’t limit your agency scope to only ad agencies –Interactive agencies –Marketing services agencies –PR agencies –Customers Evaluate relationships on a regular basis