Ongoing Media Management

There are two things I have found to be true in over 13 years of digital marketing:

  1. Running media day-to-day is time consuming! There’s no way around it.
  2. Many agencies and people are not that great at it.

The latter can be inexperience, laziness, an agency that’s stretched too thin (see #1!), or a multitude of other things.

I partner with my clients to manage their paid media by turbocharging their efforts with cutting-edge strategies, aggressive testing, and decisions driven by data. Thanks to quite a few years on the agency side, I have a multitude of experience across different goals, including ecommerce, lead generation, and app install, for many different types of industries:

  • B2B SaaS
  • B2B services
  • B2C products & ecomm
  • B2C services
  • B2C subscription-based offerings
  • Franchise considerations
  • Fortune 500
  • And a whole lot more

Paid Media Management Fees & Retainers

Every client is different.

Your needs aren’t the same as another’s, your media has unique challenges, and there are business situations and metrics that are likely unique to you/your company. All of my engagements are hand-crafted to help fit into your situation, allowing me to be the best partner and resource possible. Cookie-cutter approaches to media usually leave one or the other party feeling as though they aren’t getting what’s needed.

Need weekly reports? Ok!

Only need a call once a month? Ok!

Need me to sit in on a weekly team meeting? Ok!

All of these things are considered so your scope and fees cover what you need most out of our relationship. Therefore, I do not have a set fee table, however, in almost every case, your investment will include:

A setup fee

Almost always, there is a lot of work to be done up front when engaging with an account. There’s clean up to be done, account restructures that have to take place, builds from the ground up, new audiences to be built, technical issues to be fixed, etc. All of these things are time consuming to get off the ground up front, and a setup fee covers this work.

Retainer structure

There’s a debate that will go on until the end of time about how a place should charge to manage paid media. Personally, I’ve never been totally comfortable with charging a percentage of spend. It can call into question a recommendation for an increase in spend, or incentivize agencies to be too aggressive or undisciplined in how they grow a budget.

On the other hand, flat retainers can really bite the provider in the tush if the work winds up substantially multiplying. The provider takes more of the risk here.

All of my engagement contain a flat consulting fee. For spends under $20,000, there is no additional retainer fee. For spends over $20,000, there is a the flat consulting fee structure, plus a small percentage of spend.

Bottom line: No matter which camp you fall into, there’s a minimum fee of $2,000 a month for us to work together.