SEO BLOG

Advertising agencies are all the same, right?  Nope.  Not really.

Sure, there may be quite a bit of overlap depending on what the agency takes on or wants to specialize in but there are distinct differences that you should know.  Not only will this help you determine what agency is the best for what marketing goals you are trying to accomplish but it will help you understand what might be missed or where your company should ultimately focus.

Full-Service Ad Agency – This might be the most well-known of the bunch.  Essentially, they are a one-stop shop that offer a wide variety of services from SEO, lead nurturing, graphic design, tv ads, social media management, content creation, radio commercials, web development, strategic planning, etc.  This is the best option when you need a whole slew of marketing for your company.

Traditional Ad Agency – Think “Mad Men” but without the crazy bad stuff and drama.  These are the old-school folks who deal primarily with tv, radio, magazines, newspapers, etc.  This is perfect if you are targeting a local audience.  For example, a direct mail campaign for your new store opening or a mobile billboard for your newest sale.

Digital Ad Agency – This type of agency is fairly new – being born out of the age of technology and online shopping.  They cover all things digital – automation, websites, social media, SEO, email marketing, lead generation, content creation, etc.  Because of their vast reach across the web, they can access a much larger and geographically wide-spread audience.  Consider this agency when you want to gain visitors through your website, increase conversions and establish a better presence on the web.

Branding Ad Agency – Wait, aren’t they the same as digital ad agencies?  Creating a better presence online?  Nope.  A branding agency focus on, well, your brand.  Your logo design, name development, all signage and material design, identities, etc.  They are best suited to help you brand or re-brand your company and see how you are being perceived by the customer.  Think major market research here.

Creative Ad Agency – They concentrate on design and graphics for your brand.  This is business cards, logo design, letterheads, billboards, print, etc.  While it may seem to have some overlap with a branding agency, creative ad agencies simply focus on the look of your brand and leave implementation and strategy to other agencies.

Social Media Ad Agency – These folks work diligently on creation, optimization and maintenance for social media.  With constant changes in trend and search engine requirements, these agencies are experts on various social platforms.  They are your best bet for accomplishing tasks on social media.  Looking to promote your new store opening or sell that latest sneaker?  You may want to have them create an entire social media ad campaign exclusively for you.

Public Relations Ad Agency – You know ’em as PR firms.  They deal with the public image of your company.  Their sole goal is to improve and manage how the world views you and your business.  If you are a new company looking to announce your arrival on the scene or are frequently in the news, it may be best to have a PR Agency handle your affairs.

Media Buying Ad Agency – This is probably the most confusing and misunderstood agency.  To put it quite simply, think of these guys as the powerhouses of buying ad space.  They focus on the nitty gritty details of paid advertising.  They use their clout to negotiate better cost and ad positioning, have unbiased perspectives of your marketing goals, handle all sales calls for space, have long-standing relationships with media vendors and handle all of the hassles, market research and field calls day-in and day-out.  Consider them when you want to grab those paid advertising opportunities.

By understanding the differences in ad agencies, you can decide what your business might need for your particular project or goals.  Remember to read reviews or ask for references when choosing a specific agency to work with.  If you have a question about a particular task you are trying to accomplish and not sure if they can accommodate, just ask.  All agencies worth their salt will tell you what they can handle and what they can’t.  They might even recommend you to a company that can.