Not sure where to start with your RFP? We outlined a template for you!

Below is a template outlining the information requested and questions we recommend asking to give you a full scope of a company’s capabilities.

Request for Proposals

Start with the invitation and set your expectations. Below is an example of how you could formulate this:

Request for Proposals [Company] is inviting a small group of agencies [recommended 3-4] to review this RFP and respond with how they would partner with us to improve the performance of our digital marketing, grow our customer base and drive [Company objective]. We invite your agency to prepare a response to showcase your ability to manage advertising across Google, Bing, Facebook/IG, Apple Search and other PPC platforms in a highly nuanced and competitive space. 

About [Company]

Provide a company brief to tell potential vendors about your company’s vision.

Scope of Work

The scope of work further details exactly what you’re looking for. For best results, you’ll want to be specific about the types of expertise you need to fill strategic gaps and what type of outcomes would indicate successful partnership.

[Company] is seeking an agency partner, preferably with experience working in the space, to manage a comprehensive digital marketing program, We are looking for a partner who can increase usage of our product, maximize efficiency of our marketing spend, and bring creative ideas to help grow and differentiate our brand. Responsibilities: 

Below are examples of responsibilities you could expect:

  • Manage day-to-day optimizations and monitoring of campaigns across platforms including, but not limited to: 
    • Google Ads 
    • Bing Ads 
    • Google UAC 
    • Apple Search Ads 
    • Other PPC networks 
    •  Facebook Ads (includes IG) (Optional) 
  • Create compelling assets and copy for all platforms. 
    • Outstanding copywriting and creative concepting is a must. 
  • Provide ongoing research and reporting of analytics, industry trends, and competitive incursions. 
  • Enact campaign optimizations, structure and bid strategies that maximize budget and down funnel actions 
  • Complete daily reporting of campaign spends, impression volume, clicks, conversions, and additional insights for optimization. 
  • Give regular strategic guidance on platform changes, digital marketing trends and creative opportunities ​that align with the brand. 
  • Bring creative ideas that help [Company] stand out from the competition and own the space. 

Media Budget

It’s helpful to share your media budget. This helps vendors understand the scope of work better and gives them a head start at organizing a winning strategy for your team.

Our monthly media spend is [X] split roughly 50/50 between Google SEM and other channels including Google UAC, ASA, and Facebook  

Potential Conflicts of Interest 

Understanding your partner is essential. By discussing conflict of interest early on you’ll be able to quickly assess if a vendor or agency can work for you.

Please specify any specific or outlying competitors that could pose a conflict of interest to taking on [Company] as an account. If you feel there’s a risk, let’s discuss ASAP to explore potential solutions or if we need to remove your agency from consideration. 

Agency Review Process 

Be clear about how your agency review process works. Explaining the expectations up front and providing a schedule helps keep everyone on track.

We are inviting a limited number of agencies to participate in the RFP process. The process will be divided into two phases, with no more than three finalists participating in the second phase. Please note that a review of the contract terms & conditions will be part of the final selection process. 

Below is an example timeline:

  1. Agencies confirm participation and return signed NDA [Day 0] 
  2. Company provides full RFP document [Day 1]
  3. Round 1 written response due [Day 10]
  4. Company selects finalist(s) and notifies agencies [Day 12]
  5. Finalist(s) granted view access to Company platforms [Day 12-13] 
  6. Discovery interview with Company team [Day 15-Day 20] 
  7. Round 2 written or presentation response due [Day 25]
  8. Agencies present to Company [Day 27 – Day 34] 
  9. Company makes selection and notifies agencies [Day 37]
  10. Agency begins work with Company [Day 47]

Agency Evaluation Criteria & Questions 

Below are examples of evaluation criteria and questions you can ask to get the most out of your RFP. Note that you should provide a due date for this criteria.

Round One: Please submit via email by EOD [Day 10], a written proposal that addresses the following. 

Agency Information 

1. History and experience 

2. Services and capabilities 

3. Management bios 

4. Agency size and org chart 

5. Current and past clients 

Proposed Team & Approach 

6. Strategic and day to day approach to digital marketing services 

7. Preferred technology and platforms 

8. Relationships with Google, Facebook, Microsoft 

9. Typical onboarding process and time to ramp new clients 

10. Preferred communication style and cadence 

Recent Work 

11. Case studies for past digital marketing campaigns that drove results 

12. Examples of superior ad creative, particularly SEM ad copy 

13. Any awards/accolades and special certifications 

Proposed Fees, Timing, & Terms & Conditions 

14. Proposed compensation structure and fees 

15. Company billing policies & terms.

Round Two: Please submit via email, by EOD [Day 25], a written proposal and/or presentation that addresses the topics outlined below. We are flexible on presentation format. Please also submit a proposed Master Services Agreement and Scope of Work at this time.

You will be invited to present the proposal to [Company] the week of [Day 27]. The time allotted will be 60 minutes for presentation, with 30 additional minutes for Q&A if needed. 

Strategy and Management Capabilities 

1. Strategic approach to Company digital marketing – for example, organization of SEM campaigns and targeting strategies, competitive landscape review of opportunities and risks, etc. 

2. Creative approach by platform for our brand 

3. Measurement and testing methodologies/metrics 

4. Reporting approach and data connection points 

Team Compatibility 

5. Names and bios of specific team members who will manage our account 

6. Onboarding plan for first 30-60-90 days of account 

7. References (current and relevant to our business, with contact details) 

Proposed Fees, Timing, & Terms & Conditions 

8. Proposed Master Services Agreement 

9. Proposed Scope of Work 

Company Contact for Questions and Submissions

Finally, add the contact information for the person who will handle the questions and submissions for your RFP.

Congratulations, you’ve drafted an RFP!

You may not use every recommendation from this template but we hope it helps you organize your thoughts! Do what’s best for your company and just remember to make your expectations clear, ask questions, and provide timelines. The agencies responding to your RFP want to present you with a winning strategy!