Agencies come in all shapes, sizes and forms. It’s important that you select one which fits in with your organisation’s goals and specific requirements. They may be very specialized working within a niche space, or they may be a very generalized operation with varied capabilities in a ‘full-stack’ fashion. For example, a digital creative agency might focus on web design and development and offer SEM services, but that doesn’t necessarily mean they’re qualified enough to be doing your SEM work. If you have a complicated or extensive paid search campaign in mind, your agency would need to be more experienced in implementing such a strategy and have SEM capability at their core.
This is particularly the case in digital marketing where technologies and trends are changing on a daily basis. So make sure the agency you’re planning on choosing understands and has experience in all the latest.