The Multi-Channel PAID Advertising Strategy Most Facebook Agency Partners Aren’t Using to Scale Your Business

The Multi-Channel PAID Advertising Strategy Most Facebook Agency Partners Aren’t Using to Scale Your Business

In Business Strategy, Digital Marketing, Marketing Strategy, Search Engine Marketing, Social Media Marketing by Robb FahrionLeave a Comment

Reading Time: 9 minutes

You need to optimize your business for maximum ROI, but you’re not sure how to create effective paid ad strategies that are in line with your budget.

You’re looking to hire an agency that believes in the power of data and has an unwavering commitment to transparency, but you need to know how to filter the great from the good and bad agency partners out there.

I’ve seen a lot of social media agencies, as well as small and large businesses, provide“cookie-cutter” marketing. They are always running the same types of ads on every page of their website, and they have the same type of campaigns for each client.

That doesn’t work in 2022. You’re going to need a custom strategy that pays dividends for your business. That’s what we call a comprehensive paid strategy, and we have one for you. This strategy ensures that your brand targets the right audience based on their intent, interests, or how they once interacted with your brand.

Every business has a Facebook page, but not every business is getting the results they want from their online advertising. If you’re like me and feel like the work you’re doing isn’t adding up to the results you want, it might be time to find an agency partner that is willing to take the time to get to know your business.

We’re in it for the long haul with our clients, and there are no shortcuts. It will take time and dedication to get to where you want to be. We can help you make the most of your efforts by taking the time to learn about you, your business, and your goals. We can also help you with your overall digital strategy.

Our goal is to create a solid online presence for your business that is engaging and relevant - and scale your business to the next level - with paid ads.

We work with both startups and thriving businesses, small and large. We’ll empower you to connect with your best customers and grow a unique and strong social media following.

We work hard to find new ways to engage your audience. We will look at your current marketing and advertising efforts, and we will find ways to improve them. We’re going to work together to grow your business, and we’re going to do it in a way that works for you and your budget.

As a business owner and co-founder of my company, I’m always looking for ways to be more effective with my time. I’m also always looking for ways to cut costs.

The best thing you can do is get a paid marketing partner who has a proven strategy and track record of success. They know how to manage multiple paid advertising channels, but they also know how to manage you, as a business.

The goal is to get to the point where you are spending less on advertising and more on your sales process and back-end. You will start to see your business thrive and grow because you will be using the right strategies to get the right results.

Here's what we're going to cover inside this massive, ultimate guide blog post:

  • Cookie-Cutter Advertising Is Dead. Long Live Custom Ad Management.
  • Why Any Business Needs a Cohesive Paid Ad Strategy (That Works)
  • What All Decision-Makers Need to Look for in a Facebook Agency Partner 
  • Facebook Agency Partner vs. Revenue-Generating Agency
  • Google vs. Facebook Advertising: Pros & Cons
  • Sales-Based Ads vs. Content-based Ads
  • The PPC & Email Marketing Combo Strategy Which Boosts Revenue

Let's start off with the first sub-topic.

Cookie-Cutter Advertising Is Dead. Long Live Custom Ad Management.

The cookie-cutter approach to advertising has been dead for a while now, but it’s still very much alive in the minds of many marketers and advertisers. The reason is simple: It’s fairly easy to execute!

One of the reasons this approach failed in the first place is because, although it allows you to focus on what you do best — creating great content that your audience wants to consume, its results are not easy to measure or predict.

But there’s another reason why cookie-cutter strategies fail. They don’t work well with today’s technology.

Today’s consumers are more sophisticated than ever before and they expect their online experience to be personalized and authentic.

This means that if you want to reach them, you need to think outside the box. You need to use technologies like programmatic buying, real-time bidding (RTB), ads data hub, and advanced targeting capabilities.

You also need to stop relying on old media channels like TV or radio and start thinking about how to leverage social media, mobile, video, and other emerging platforms.

This is where custom ad management comes into play because when you combine these technologies with custom ad management, you can finally take control of your marketing strategy.

Instead of being at the mercy of cookie-cutter ad campaigns, you can customize each and every one of your advertising aspects, including ads, and landing pages.

This gives you complete control over your ad spend.

In fact, you can even run multiple campaigns simultaneously. This means that you can test different creative ideas without having to worry about wasting money.

Plus, by using custom ad management, you get access to all of the tools and data that help you make informed decisions.

This includes insights from your website analytics, social media monitoring, and customer relationship management systems.

Sidenote: according to PPCExpo, on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks with their responsive display ads campaigns.

Now, I know what you’re probably thinking right now. “I’m not sure I understand exactly what custom ad management is. Can you explain?”

Well, let me give you an example. Let’s say you own a small business. Maybe you sell financial services, clothing, or real estate.

Regardless of which industry you operate in, you want to attract customers who are interested in your products or services, but you also want to avoid spending too much money on advertising or wasting money on non-performing ads.

That is why you decide to use a cookie-cutter approach. You choose a set of keywords that describe your ideal customer and then you create a bunch of ads based on those keywords.

Then you send out hundreds and thousands of emails. Or you place dozens of ads on Facebook. Or you invest thousands of dollars in traditional media.

The problem is that none of these strategies really work. Your ads aren’t targeted enough. So you end up paying way too much for them and you miss out on potential leads.

Instead of focusing on what you do best, you’ve been forced to rely on cookie-cutter advertising. And as a result, you haven’t been able to grow your business.

Fortunately, there’s a better solution. One that allows you to target your audience in a way that actually makes sense. And that solution is custom ad management.

Custom ad management lets you build your own customized ad campaign. It allows you to target specific groups of people based on things like their location, gender, age, interests, and behaviors.

As a result, you can deliver highly relevant messages to the right people at the right time.

Custom ad management also helps you save money. Instead of sending out generic emails, you can use email automation software to send personalized messages to your customers.

Or you can use retargeting technology to show your ads to people who have already visited your website.

According to Readpeak, a Helsinki-based fast-growing native advertising platform:

"With retargeting, you want to turn past consumers into returning customers. This creates a marketing ecosystem that can generate sales while freeing up your team's resources to reach a new audience."

"A healthy balance between finding new customers and retargeting is an excellent way to optimize your campaign's potential through existing and new markets."

Basically, custom ad management takes the guesswork out of digital advertising. It lets you focus on growing your business instead of worrying about how you’re going to pay for it.

So, if you want to see results with your marketing efforts, then you need to start using custom ad management.

But before we go any further, I want to share some stats. Because they’ll help you understand why custom ad management works so well.

According to Sumo, the average visitor would only read 25% of an article.

What's even more worrying, in a survey conducted by MarketingProfs, only 43% of B2B marketers say they measure ROI and 65% have established key performance indicators (KPIs);

This means that most of us are wasting our time. We’re spending hours creating content. But very few of us are getting the results we were hoping for.

Now, let me ask you something…

Have you ever wondered why? Why does everyone seem to be making such a big deal about content creation?

Well, it turns out that the reason has nothing to do with writing. Or even with SEO.

The real issue is that most of us aren’t really focused on delivering quality content.

We’re too busy trying to figure out how to generate traffic. How to drive leads. How to increase conversions; and while those are important questions, they're not the ones that will give you the best ROI.

Instead, what you need to be focusing on is delivering value to your audience. That way, you’ll be able to attract new customers and keep them coming back for more.

To illustrate this point, I want to share another stat. According to statistics published in 2019 by the Small Business Administration (SBA), about twenty percent of business startups fail in the first year.

That means that fewer and fewer companies reach profitability. And yet, these same companies spend huge advertising dollars every year.

They spend thousands of dollars per month on their PPC accounts. And they spend hundreds of dollars each week on social media ads. All in the hopes of reaching those high conversions.

Now, I know what you’re thinking.

You’re probably thinking that it doesn’t matter how much money you spend as long as you’re generating enough leads.

But the truth is that it doesn't work like that.

It’s true that you can sell anything online. If you put up a website and rank it well or promote it right, people will come.

But there’s no guarantee that they’ll buy anything. So, if you’re looking to attract high-quality leads, you need to focus on building relationships. And when it comes to building relationships, you need to start by understanding who your target market is.

And once you know that, you need to develop a strategy that helps you connect with them. And that’s where custom ad management comes into play. Let me show you how.

Custom ad management is basically a set of tools and strategies designed specifically to help you build stronger business relationships. And it allows you to manage multiple campaigns simultaneously.

For example, you might have one campaign promoting your blog posts. Another campaign promoting your ebooks or lead magnets. And still, another promoting your services.

In other words, you could use custom ad management to promote everything from your blog to your products to your services. That's the multi-channel PAID strategy advertising we employ for our clients and our brand.

As a result, you’ll get a better ROI. You’ll see higher conversion rates. And you’ll make more sales. Because you’ll be targeting specific audiences. And you’ll be focusing on creating relevant content. Which is something that most people struggle with.

So, let me give you an example.

Say that you run a blog. But you want to diversify your traffic sources.

Instead of relying solely on Google Ads, you decide to try out Facebook Ads.

That way, you can reach a wider audience. But then you realize that you’ve got a problem.

You’ve been running these Facebook ads for months now.

But you haven’t seen much success. Why? Well, you’ve been targeting the wrong audience. And you've been trying to sell too many things; which is why you’re not seeing any significant conversions.

So, what do you do?

Well, you could spend hours and hours tweaking your ads yourself. Or you could hire a reliable paid ads agency to deploy custom ad campaigns across multiple platforms; they should be able to help fix any issues, monitor everything, and improve your results on an ongoing basis - without you bothering about the nitty-gritty or stress on the ROI.

Why Any Business Needs a Cohesive Paid Ad Strategy (That Works)

Now, I know this might sound like common sense. But in reality, most businesses still don’t have one.

They think that they should be able to pick and choose their paid advertising options.

Like Facebook Ads. Google. Or Instagram. Whatever works best for them. But that’s not always the case. In fact, it’s usually the opposite. If you only rely on one option, you’re probably missing out on opportunities.

For instance, say that you’re a business owner who wants to start selling products online.

But you don’t really have any experience doing so. So, you decide to hire someone else to help you out. And you ask them to teach you everything they know about digital marketing.

They tell you that they use Facebook Ads. And that they’ve generated great results from them. So you decide to go ahead and buy some - only to discover later that you didn’t get nearly as good results as promised.

After all, you’re not getting enough clicks. And you‘re spending more than you expected. This is not because you’re using Facebook ads. But you’re targeting the wrong audience.

So, what happened here?

Well, you were relying on just one source of traffic when you should have been diversifying your efforts by mixing up your paid advertising methods. And by testing multiple campaigns at once.

The same thing happens when you’re trying to promote your website.

Let’s say that you’ve launched a new eCommerce store. But you're having trouble ranking it on Google. It's stressful and time-consuming. So you decide that you need to hire someone to help you with that.

And you tell her to teach you everything she knows about paid ads. She tells you that she uses Google Ads. And that she gets great results from her campaigns. So you decide to buy some ads. Only later to discover that you aren’t getting anywhere near as good results as she claimed.

Because you’re only focusing on one ad channel; and you’re offering way too many products. So what went wrong here?

Well, again, you were relying on one source of traffic. That’s why you weren’t seeing the results you wanted. You needed to diversify your efforts - and test multiple campaigns at once; to see which ones worked better.

Now, if you’re wondering how you can make this happen, then you’re in luck.

We specialize in helping businesses create cohesive strategies. This means that we’ll take care of the technical side of things, while also managing each individual campaign, ad group, and landing page. So that you can reach your goals.

Now, let me show you another example of something similar happening.

Here's a client of mine. He was running a few different campaigns on Facebook. One of these was his brand page. Another one was his blog, and yet another one was his email list. He wasn't really happy with the initial results.

So, he decided to try us out. We helped him figure out where he was losing traffic and how to fix it so that he could start seeing better results. And he ended up saving $8,000 over the course of three months. 

All because he had an expert team working with him, instead of outsourcing to a freelance beginner or using a ‘pseudo' agency - who will charge you a large upfront fee - then leave you high and dry with no follow-up after the initial set-up process.

It doesn’t matter whether you’re just starting out or already have a business because we can still help you.

We do everything from ad campaign setup, and campaign segmentation, making sure that we have all the different bells and whistles within the ad setup to generate results, along with the efforts to ensure a successful campaign; from campaign optimization to ongoing management. You name it.

You don’t need to worry about any of those pesky details. instead, you can focus on growing your business

Helping to scale your business, so that you get more leads, more sales, and ultimately, more profits - is our number one goal.

Let’s now talk about some of the benefits of working with Flying V Group.

First of all, we’ll provide you with a custom quote based on your current situation. You will know exactly what you’re getting into.

Second, we’ll assign a campaign manager to handle your advertising account and provide the required support.

Third, we’ll always keep you updated about what’s going on. Whether it’s changes in Facebook or Google policy. New features coming out. Or anything else that might affect your campaigns.

Fourth, we’ll handle all of the hard stuff. So that you won’t have to worry about any of it.

Fifth, we’ll make sure that you’re not wasting any time so that you aren’t spending hours upon hours trying to figure things out.

Sixth, we’ve got a lot of experience. We know what works, and what doesn’t work because we’ve been around since 2015 and served more than 300+ clients with paid ads across 30+ industries. So we’ve learned what to do, and what to avoid instead - over the years - after managing millions in advertising budget.

Seventh, we’ll save you tons of time, so that you can focus on what you want to accomplish.

Eighth, we’ll stay with you every step of the way - so that you always have someone to turn to if you ever run into trouble.

Ninth, we’re here for you. Always. No matter what.

Tenth, we’re transparent. So that you have complete confidence in our services.

Eleventh, we’re affordable. So that you have enough money to grow your business.

We will now look at the results of one of our best clients, Vasco Assets (VA). To see the power of multi-channel paid advertising, we will examine their results.

VA is a luxury assets buyer, so they purchase things like gold, jewelry, luxury cars, you name it; any high value, high ticket items.

Challenges:

Early on they were running into issues with loan terminology where their advertisements were often being seen as falling under the personal loan category, which has a lot of regulatory red tape.

Solution:

We completely shifted the focus of the ad campaigns to be strictly on the acquisition of the items vs what VA was being given in return.

What I mean by that is that we shifted the campaign just to be focused on the 'buying and selling' keywords and not the 'loan' based keywords, to where when we captured the lead, VA would then have the ability to talk to that individual about the opportunities that were presented from a loan standpoint.

Not only that, but loan based keywords tend to be 2x-3x higher from a cost  click standpoint than buying and selling asset keywords; so right away we were able to consolidate more budget into areas of the campaign that did not potentially have approval/regulatory issues and we were able to acquire the traffic at a much cheaper rate.

Results:

Vasco Assets 30 Days vs. Prior 30 Days Goal Completion Comparison:

  • Increased clicks by 17.8% from 5,940 to 7,000
  • Increased number of conversions by 29% from 405 to 528
  • Decreased cost-per-conversion by 7.6% from $111.53 to $103

Everything starts off with the education that our employees have; anyone that’s working on PPC, especially Google campaigns, is licensed through Google ads certification and goes through the proper training through Google’s courses to become certified - which is a component of us being recognized as a Google partner.

With that, you go through training on these industries that have higher levels of regulations and so by doing that we obviously can come to the table of knowing right out of the gate what we can and cannot do. That’s the first step. 

The second step was involved in the keyword research. When we looked at the cross-section of ads that the campaign was running, a majority of the spend was being allocated to loan based keywords, and not the buy and sell based keywords, so right away we identified that 75% of that budget was being spent on terms that were restricted or ads were limited for based on the keywords we were targeting. When we sat down with the client, we said…

“Look, right now you’re spending, I’m just using round numbers, a $1,000 a month. 75% of that is going into keywords that are restricted or ads that are limited in terms of the impressions that they can drive.The other 25% is being used in an area where we don’t have those types of restrictions based on the keywords that were targeting.” 

So, we completely inverted the ad spend to almost a 90% / 10% split to 90% of keywords running for campaigns that would not have those kinds of restrictions from a loan standpoint; not only that, but the average CPC of those keywords was also about 50% less as well.

Just by doing that, we essentially doubled the budget that they were able to allocate towards keywords that (1) we were getting better placement for or because we weren’t running into restrictions based on the category; (2) were half the price, so we were getting double the amount of clicks which generated an increase in the number of conversions.

We had to reconfigure landing pages by removing the lending and loan terminology. Afterward, we reconfigured those campaigns to align with those keywords that were not going to be on Google restricted or limited list that caused less rotation, and less visibility for the campaign.

Just by making that change and showing the client here’s how much more reach you’re going to get, we got 2x as much value for the money that they were spending and they were still having the opportunity to sell the loan products once the lead was generated.

We installed UTM tracking on all the campaigns: when a lead came in, we were able to identify the exact campaign that it came from, as well as the exact keyword that they used to convert.

And then, we started to pull out the keywords that were generating the highest quality submissions and we started to create what we call exact match and single keyword ad groups - to where we can spend specific amounts of money, just towards those keywords, that we knew were generating high-quality conversions and higher DOLLAR values in terms of the assets that they were receiving to either purchase or take collateral loans out against.

They had 10 campaigns running, so that’s 10 landing pages and then they had probably, on average, I’d say 5 ad groups with specific keywords targeting within those. You got money going towards 50 different extremely focused and targeted campaigns.

Within that, we even had GEO located targeting as well, to where we wanted to start identifying how far from the epicenter where their office was located to get people to either bring their items in or find the furthest areas away that would generate results.

We also run Facebook ads with them, and we just found that the lead quality was quite a bit lower because with Facebook, they don’t have a specific need at the specific time, so I call it 'passive advertising';

We’re advertising to people that we don’t necessarily know for certain that they’re looking for this type of service, so we’re presenting the opportunity for them, but in this particular scenario, it’s really an emotional decision, or they’re coming to the table because they need the money or they’re going through something personally.

We just found the higher intent through Google search was much more effective and we hit at a much higher rate and a higher quality in terms of the number of submissions.

Every month for the past 4 months, we broke a new record in terms of the submissions that were driven to their website.

Next, since we plan to expand the area that we’re covering in San Diego, we adjusted the landing page to talk about the ability to ship in the items that have been insured. This option ensures that borders and boundaries are not a limiting factor for people in need of this company's services.

They are one of the most highly regarded companies with 5-star reviews, trust, authority, and over 34 years of existence, so we’re opening up an opportunity for people that may not be close to the actual facility to  still utilize their services and get premium dollars for their assets.

Currently, 75%-80% of the landing page submissions are coming through a decent form, where we capture not only   their name and email but also their phone number, pictures of their items, and certifications. So we’re getting a lot of information in that landing page submission. This leads to a higher-quality submission and increases the chances of commencing a real deal with  prospects.

Email Marketing

When they submit the form, we have a drip sequence that works alongside the Google ad campaign as a reminder and a touchpoint about the opportunity to exchange their goods. That’s really working towards not just submissions but also towards converting into an actual deal because it’s one thing for us to get a submission and another thing to get on a phone and actually transact.

So, this drip sequence follows up and reminds them of the value of their goods. It also suggests things they can do with the opportunity to acquire cash in exchange for their asset or a loan.

We meet with them weekly because they are one of our high-quality clients and spend  a lot of money on these ad campaigns and for our services.

It just goes to show that we’re dedicated to making things work and doing whatever is necessary. We have regular communication with the client to ensure that we’re performing well, and if there are any anomalies, we’re adjusting and staying on top of the campaign, on a daily basis.

We have monthly calls with every client and maintain constant communication if necessary via email,  phone calls, or text.

You’re not passed off to some low-level account manager that doesn’t know what’s going on. Instead, we set up systems and processes in place to ensure that the customer services are as high quality as we can make it.

We have a director with each individual service offering, and someone else overseeing those directors. Then we have the partners that are very well integrated into the projects.

What All Decision-Makers Need to Look for in a Facebook Agency Partner

When it comes to choosing a Facebook agency partner there are a few key factors that smart decision-makers should look at before they decide if this is the right fit for them.

But first, let's talk about why Facebook has been the best social media platform for business over the past few years.

With Facebook ads, you reach more people than with just organic social media - and do it faster; 

First of all, you can build an audience and generate clients and revenue on demand, by paying for all this through targeted ads. However, Facebook is a single-channel social network.

There is a more powerful way to reach your audience through multiple platforms. With a multi-channel paid advertising strategy, you can target your fans on social media platforms like Facebook, Instagram, LinkedIn, Twitter, etc., as well as video sites like YouTube and Vimeo, in addition to displaying ads on Google, Bing, or Yahoo!.

If you are still trying to figure out how to use Facebook for business, you can easily scale up to the next level with a multi-channel strategy.

It’s not about the technology, it’s about the strategy.

In fact, it doesn’t matter whether you use a Facebook business page or not. Whether you have a team of people who work for you or not.

Whether you use the FB pixel or not. Whether you have a website or not.

The strategy is about how you can scale your business and grow it by using the tools available to you and your team - in a radically different way.

You can learn to do all of this on your own or you can hire a reliable Facebook agency partner who has an existing process and a track record of client results, to be your teams' extension.

If you think that Facebook paid advertising is not for you, or if you consider test-driving Google ads instead, you might want to rethink that.

Let’s dive into the key factors that smart decision-makers should look at before they decide if a Facebook agency partner is the right fit for them.

Number one:

How much experience does the agency partner have? Now, I’m not talking about their experience running ads. I’m talking about their experience scaling businesses. Specifically, how many clients does the agency partner currently have?

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Is the agency partner able to help you with your specific needs?

Two:

Are they able to provide you with an ROI report?

This is something that most agencies will automatically include in their proposal.

However, if they don’t, then you should ask them why. It could mean that they haven’t done it before. It could also mean that they just don’t think it’s important. Either way, it’s worth asking.

Three:

Do they have a good understanding of Facebook’s policies?

This includes everything from GDPR compliance to whether or not certain types of content are allowed, to what kind of data they collect. All of which is very important to understand because it affects how you conduct your business.

Four:

How do they plan to scale your business?

You want to choose an agency partner who has a proven track record of growing other companies. Not just themselves.

Five:

How well do they communicate?

This includes both written communication and verbal communication. Because these are equally important.

Six:

How do they treat their clients?

Some people prefer to keep things professional while others like to get personal. Either way, you want to make sure that the agency partner treats you fairly.

Seven:

How do they handle any issues that arise?

Whether it’s a technical issue or a billing dispute. They should be able to resolve those quickly and efficiently.

Eight:

How do they work with you?

This is especially important if you’re working remotely because you want to know that they’ll be responsive to all of your questions.

Nine:

How do they respond to feedback?

If you give them feedback on their performance, they should always take action whether it's positive or negative.

Ten:

How do they manage their time?

Because if they can’t effectively manage their own time, then they won’t be able to effectively manage yours.

Eleven:

How do they approach new projects?

Because if they aren’t excited about the project, then they probably won’t care about your success.

Twelve:

How do they measure success?

Because if they don’t know how to measure success, then they probably won't be able to tell you where you're going wrong.

And finally, thirteen:

How long have they been around?

Because if they’ve only been around for a short period of time, then you shouldn’t expect too much.

But if they’ve been around for a longer period of time, then they’ve had more time to learn and grow. And this means that they’ll likely be better equipped to help you succeed.

So, when you’re choosing a Facebook agency partner, look for someone who has a proven track record.

Someone who’s already helped other businesses grow.

Someone who‘s already got some great results.

So, once you’ve narrowed down your list, it’s time to contact them.

Now, this isn’t the end of the process. There’s still more to consider. Like price. This means that you need to ask yourself:

What’s my budget?

Because if you’re considering a $5k+/mo. advertising budget, then you’re probably looking at a $5k+ agency partner, and that’s serious money.

So, it’s important to find an agency partner who fits within your budget. But even if they fit within your budget, there are still other factors to consider.

Like trust, transparency, and loyalty. So, let’s talk about each one of those in turn.

Trust:

When you first start working with an agency partner, you want to make absolutely sure that they’re trustworthy. That they’re honest. And that they’re transparent.

Because if they aren't, then you run the risk of losing your hard-earned money. Plus, if they’re dishonest, then you’ll never see the results that you expect.

Transparency:

You also want to make sure that they’ll show you everything. Everything from the strategy behind their campaigns to the actual ads themselves. Because if they don't, then you'll never know what's actually happening.

Loyalty:

Finally, you want to make certain that they’re loyal to you. Because if they're not, then they’ll only focus on their bottom line. And that will inevitably affect your business.

So, after all of that, here are three questions to help you narrow down your search.

First question:

Are they willing to share their entire strategy?

Because if they are, then you know exactly how they plan to scale your business.

Second question:

Do they have any clients like mine?

Because if they do, then they’ve already done what we’re doing, and they know what works and what doesn’t.

Third question:

Can I get a sample campaign?

Because if they send you a sample campaign, then you know that they’re serious about helping you succeed.

So, now that you know what to look for in an agency partner, it’s up to you to choose which ones you want to work with.

Facebook Agency Partner vs. Revenue-Generating Agency

Let's take a look at the pros and cons of hiring a Facebook agency partner versus a revenue-generating agency.

Let’s start off by talking about the benefits of using an agency partner.

First off, agency partners tend to offer a wide variety of services.

For example, they might specialize in SEO, PPC, social media marketing, email marketing, etc.

This means that you’ll get access to all kinds of services. And since you’re paying only for the ones that you use, you’ll never have to worry about running out of options.

Another benefit of working with an agency is that they’ll likely already have relationships with other companies.

So, instead of having to build new connections, you can simply leverage theirs.

In fact, some agency partners will even provide you with leads for new clients.

And because they’ve already built trust with other companies, you’ll get more bang for your buck.

Plus, agency partners usually have a lot of resources available to deploy on your behalf.

They can bring in experts who specialize in certain areas of digital marketing. And they can also connect you with other professionals who can help you achieve your goals.

Finally, agency partners often have a team of people who can manage your account for you. So, when you need to make changes or add features to your campaign, you won’t have to do it alone.

On the flip side, Facebook agency partnersaren’t necessarily cheaper than revenue-generating agencies.

After all, they’re just another vendor. And vendors usually cost between $50/hour – $200/hour. However, there are some things that you can do to save money.

You can ask them to bundle together multiple services. Or you can try to negotiate lower rates. Either way, you’ll want to make sure that you’re getting value for your dollar.

If you’re looking for a Facebook agency partner, here are three questions that you should ask yourself:

1) How Much Do You Want To Spend?

Before you choose an agency partner, you should figure out exactly how much you want to spend. This means that if you’re trying to reach a particular goal, like increasing your conversion rate, then you should set a budget. And this budget should include both upfront costs (like fees) and ongoing expenses (like salaries).

2) What Are Their Rates?

Next, you should find out what their hourly rates are.

And you should also understand whether they charge per project or per hour.

3) Can They Provide Me With A Lead List?

Lastly, you should ask them if they can provide you with a list of potential clients.

This is important because it will allow you to see which agencies are best suited for your business type.

In addition, it will also help you avoid wasting time with agencies that don’t fit your needs.

And now that we’ve covered the benefits of working with an agency, let’s take a look at why most businesses don’t use one.

In short, most small businesses don’t know where to start when it comes to choosing an agency partner. And as a result, they end up making poor decisions.

Here are four common mistakes that businesses make when choosing an agency partner:

1) Choosing An Agency That Doesn’t Fit Their Needs

When it comes to choosing an ad agency partner, you need to think about two main factors:

Your current situation and your future plans.

For example, if you currently only focus on paid ads, then you probably shouldn’t work with an agency that specializes in organic search. That would mean that you’d be doubling down on something that isn’t working for you right now.

Instead, you should consider an agency that focuses on paid ads. That way, you can get started with a strategy that works for you today.

2) Hiring Someone Who Isn’t Qualified

Another mistake that many businesses make is hiring someone without any experience. Why? Because they assume that since they’re paying someone, they must be qualified. Unfortunately, this couldn’t be further from the truth.

There are plenty of agencies out there that specialize in social media marketing. But very few of these agencies actually have any real experience.

So, before you hire anyone, make sure that they’ve worked with similar types of companies in the past.

3) Not Doing Enough Research

Finally, another big mistake that businesses make is not doing enough research. They simply sign up with an agency and expect everything to go smoothly.

Unfortunately, this rarely happens. So, before you decide to work with an agency, you should first check out their portfolio. Then, you should talk to people who have used their services.

4) Focusing On One Channel At A Time

One final thing that you should keep in mind is that you shouldn’t just focus on one channel at a time. After all, if you’re a new company, then it makes sense to focus on paid ads.

However, once you become more established, then you should consider focusing on other channels like SEO, emails, etc. After all, if you want to grow your business, then you need to diversify your efforts.

When you work with a revenue-generating agency, their main aim is to help your business generate revenue not mere views, likes, or leads.

They set up tracking codes so that you can see where your visitors come from.

They manage your ad accounts.

They handle your advertising payments.

And they can even handle your copywriting, blogs, and email marketing altogether.

So, once you find someone who does this, you can rest easy. You can trust them. And you can let them do what they do best. Which is to grow your business.

Now, before you start working with anyone, you need to ask yourself some important questions.

Like:

  • What kind of budget am I prepared to allocate?
  • How much time am I willing to invest?
  • And what kind of ROI do I expect?
  • These are all very important questions.

If you don't have answers to these, you may not be ready to make any decisions.

That's why it's important to talk to other business owners who've worked with similar agencies.

This way, you'll learn more about what to look for in a revenue-generating partner.

And you'll be better equipped to make an informed decision.

Now, when you first meet with an agency partner, you'll probably want to discuss your goals. And how you plan to use them.

Whether or not you want to focus on organic growth, beyond leveraging paid advertising. And how much time you want to devote to each one.

Once you have those conversations, you'll be able to determine which agency partner is right for you: a Facebook ads partner or a revenue-generating agency. And you'll know exactly what you're getting into.

I’m a firm believer that if we can help you grow your business, we help grow our own company, and that goes back to the conversations I often have with potential clients; I tell them, I’m trying to grow my business, and the way to grow my business is to grow yours; if your business grows, it means you’re probably doing more work with us, across a greater variety of service offerings, etc., and that’s conducive of a long term partnership and relationship we have with our clients.

Google vs. Facebook Advertising: Pros & Cons

Google-Ads-vs-Facebook-Ads-infographic-agencyanalytics

Source: AgencyAnalytics.com

Let's explore the benefits and advantages of Google versus Facebook advertising.

Google Adwords Advantages

There are many reasons why Google ads might be a good choice for your business. But here are three main ones.

1. You Can Use Keywords to Find Customers

You can run paid Google search ads based on specific terms that are relevant to your products or services.

For instance, if you sell lawn care equipment, you could advertise "lawn mowing tools" or "lawn care equipment packages."

When someone searches for those terms, they're likely to find your ad. These ads appear at the top of Google’s search results;

You should also include negative keywords - those key terms you want to exclude from your campaign.

Kevin Payne, a content marketing consultant for software companies, recommends:

Look at possible keywords in your list that might imply different search intent, such as if a user were only looking for information instead of having the intention to purchase.

Scour your list to exclude any keywords that you think will only attract the wrong kind of users. Doing so can increase the overall quality of your ad because you’re getting a good amount of both impressions and clicks.

negative-keywords-search-intent-ppc

Source: Acquisio

2. You Can Leverage the Active User Intent

Ad viewers are actively searching for a product, service, or specific brand and are likely ready to buy or compare offers.

By running ads that match these searchers' interests, you increase the chances of converting them into sales.

Best ad campaigns drive traffic to a short, client-centered sales copy or landing page;

Marketing consultant for early-stage B2B companies, Andrew Sumitani, shares on Linkedin:

"Landing pages are just a longer ad... be clear about the benefits you're offering and what the user will get by reading the page, signing up, etc."

He also shares in a tweet:

"Your homepage should never be about you. It should be about your customer.

Remember: Red Bull never talks about the product. They only talk about people who do extreme things for a living."

3. You Can also Advertise Beyond the Standard Search Results, Including on:

  • Youtube with video ads
  • Google Display Network
  • Google Shopping with image ads
  • Google Maps
  • Google Play

This gives you an unfair advantage to reach people who would never visit your website and convert them into customers.

Google AdWords is ideal for businesses offering products or services that people desire, need, or want, and are pro-actively searching for the solution you could offer them.

Google Adwords Vs. Facebook Ads Disadvantages

While there are many advantages to running an ad campaign on either Google or Facebook, there are disadvantages too.

Here are three major drawbacks to Google Adwords.

1. It's More Expensive than Facebook

According to Wordstream, the average CPC varies widely by industry and business type, but the average CPC across all industries is about $2; 

Google-Ads-Industry-Benchmarks-CPC-Across-Industries-WordStream

(Source: WordStream)

The amount that small businesses spend on PPC varies greatly. For example, some industries, such as real estate, home services, and healthcare, spend $1000-$3000 per month on Google Ads.

2. Segmentation Isn't Easy

With Google ads, you have to manually segment your audience. If you're looking at a specific demographic, you have to make sure that you only target those people.

For example, if you want to target people who live in New York City, you'd have to exclude everyone else. This manual process makes it difficult to scale.

google-ads-Audience-segments-data

Source: Google

3. Average CTR of Paid Ads Traffic vs. Organic Search

According to HubSpot, Google Ads has a click-through rate of nearly 8%, compared with the #1 result in Google’s organic search results - which has an average CTR of 31.7%.

Here Are Some Drawbacks to Facebook Ads.

1. Buyer Intent

Most people on Facebook spend their time socializing and relaxing, rather than shopping. As such, it is unlikely that you will be able to convert leads as quickly with your Facebook Ads as with your Google Ads.

Google uses search ads to place businesses directly in front of potential customers when they need it, giving search ads an upper hand. For Facebook ads, the buyer’s intent is passive, whereas for Google ads it is active.

2. Facebook Ads Don't Show Up in Search Engines

When someone searches for anything online, Google displays sponsored ads at the top of the results page. You will not be found if you are not listed there. Facebook ads do not show up in Google search engine results; therefore, you will need to advertise on the Google platform as well if you wish to reach buyers or customers looking for you.

How To Choose Between Google And Facebook?

Both platforms have their pros and cons. However, if you want to scale your business, it's best you speak to an agency and they will help you decide which platform suits your needs, and what else you need to add into the mix.

Sales-Based Ads vs. Content-based Ads

Here is what are sales-based ads, and why they matter:

When it comes to advertising online, most companies use sales-based ads. These types of ads are usually placed within search engines like Google, Bing, Yahoo, etc. They are also known as pay-per-click (PPC) ads. In these ads, advertisers pay each time a user clicks on their ad.

One of the problems with these types of ads is that they are not very effective. Users don't want to be forced into purchasing products they aren't interested in. They'd much rather see content-based ads than banner ads featuring products.

Let's say you're a business that sells mobile apps; an article on Facebook claims that if you rely on banner ads to monetize your app, you may be missing out on an opportunity for getting higher revenue and providing a less disruptive user experience.

Try native ads instead; these advertisements look less like traditional ads and more like an engaging piece of content.

On this note, content-based ads are usually placed on websites where people are looking for information. For example, if someone was searching for the new Lexus release, they would not want to see an ad for a used car dealer.

Instead, they'd want to read an illustrated blog post or video review about that new car model. This is why many businesses are moving towards using content-based ads instead of sales-based ads.

Flora Fricou, the lead content strategist at Trustpilot, writes in an Instapage article:

"Research shows that user-generated content-based ads get four times higher click-through rates and a 50% drop in cost-per-click than average."

Here Are Some Benefits of Using Content-based Ads:

 You have the advantage of educating the marketplace and attracting buyers via content-oriented ads, instead of sales-centered advertisements.

Advantages of content-based advertising versus sales-based ads:

  • More relevant ads - Since these ads appear on sites where users are looking for specific information, they are more likely to be relevant to what the user is looking for.
  • Better ROI - Since these ads are targeted to specific 'top funnel' keywords, they are less expensive to run.
  • Higher CTR - Because these ads are more relevant, they have higher click-through rates.
  • Lower CPC - Since these ads are more targeted, they usually cost less to place.

So, which should you choose? Well, both types of ads work well. However, since content-based ads are more targeted, you'll need fewer of them to reach your target audience. So, if you're trying to drive traffic to your website and build a community or newsletter, then content-based ads might be better suited for you.

If you're selling a product, however, then sales-based ads might be a better fit. But, even then, you can still use content-based ads to promote your business.

For example, if your company offers a free guide or any sort of zero-cost gift with the purchase of your main product, you can create a content-based ad that says "Free Gift: [Title/Description]" and link to your site.

Then, when users click on the ad, they'll be taken directly to your landing page.

In conclusion, there are advantages to using both types of ads, so create a strategy to maximize both forms of advertising and leverage a higher ROI.

The PPC & Email Marketing Combo Strategy Which Boosts Revenue

The standard approach would be to use PPC for short-term sales or conversions, while email for building long-term relationships and trust with your prospects and customers.

Do you know why over the past few years, email marketing has become an ultra-powerful tool for businesses of all sizes? Here are the facts:

Over 80% of Americans check their email at least once per day, with nearly a quarter of them checking their personal email several times a day.

Moreover, 61.9% of all emails are opened and read on mobile devices. 

What's even more exciting is that the average ROI for email marketing is $42 for every $1 spent.

On average, we’ve seen email marketing campaigns deliver upwards of 39 percent higher ROI for clients.

How to Supercharge Your Email Marketing with PPC

By combining PPC with email marketing, you can increase conversions, improve customer retention, and reduce costs. Furthermore, you can reach new audiences and engage existing ones at the same time.

Plus, this combo strategy gives you access to valuable insights about your audience. For example, you can learn which types of content perform better and which pages visitors prefer the most.

This allows you to create targeted messages that speak to each person individually. It also helps you understand how different tactics impact performance and overall ROI.

Finally, it provides you with a solid foundation for future growth.

Now let's take a closer look at how to combine PPC and email marketing to boost revenue:

Step 1: Create a Landing Page

First, set up a landing page on your website. Make sure it includes relevant content and calls to action. Then, add some compelling text to describe what you offer.

Next, include one or more images. Remember to optimize your images for conversion. You can even include video or audio content for maximum responses.

Create separate landing pages for different personas or audiences as you'll be running distinct targetted ads and multiple campaigns to leverage paid ads conversions;

You can test-drive ConvertFlow, the tool we use for our brand, and recommend to our clients as well;

Once you're happy with the page, publish it.

Step 2: Start Building an Email List

Once you've created your campaign, it's time to build an email list.

Start by asking your website visitors for their email addresses in exchange for a valuable incentive like a PDF report, video tutorial, or webinar. If possible, ask them to opt-in via a pop-up on entry and pop-up on exit as well - to maximize conversions. 

An exit-intent popup is a popup that appears on the user’s screen when he or she attempts to leave the site. According to CrazyEgg, it's a "last-ditch effort to keep your prospective customer on the page."

crazyegg-exit-popup

(Source: CrazyEgg.com)

55 Exit Intent Popup Examples to Increase Conversions

5 Best Uses For Exit Intent Popups + 22 Hacks That Actually Work

Offer Email Sign up Incentives

People need to be incentivized to give you their email IDs. You will want to think about ways to provide value and convince users to sign up.

Offering them a special member discount or additional benefits like free delivery or support can increase the chances of them signing up on your website. Identify what your customer challenges and needs are, then build incentives around those points.

The 'Welcome' Message

First impression matters; that's why, once you have an email address/somebody joins your list, send out a welcome message.

Ask them to confirm their email address so you can stay in touch, and avoid spam accusations.

All this can be done with the power of email automation tools such as Mailchimp; handling email marketing manually tends to be a very time-consuming process if you expect to attract hundreds or thousands of email subscribers on a daily or weekly basis.

So, why do welcome messages matter?

An article @ Helpmonks, a company that empowers every organization to benefit from a shared inbox solution, reads...

"Your welcome message will be one of the first things that customers see from your business. It may be the element that helps them decide whether or not to complete their purchase or start their free trial."

Worth reading:

12 Successful Welcome Message Examples for Customer Onboarding

8 of the Best eCommerce Welcome Email Examples You Can Learn From

13 Welcome Message Examples for Onboarding, Engagement & Sales

Email Sending Frequency

How often should you email your subscribers, and does it matter?

An article @ Snov.io reads...

"According to Databox, 33.3% of professionals send email campaigns on a weekly basis, 26.67% – multiple times per month, and 13.33% each – multiple times per week, daily, and monthly."

The standard rule would be to deliver emails every week, at least once a week. 

Don't forget to follow up with any leads who don't open your initial message.

Types of Email Content

In general, you should focus your mailings as follows:

80% on educational-type content and 20% on special occasion promotions and reader-relevant offers. 

An article on Campaign Monitor, recommends 8 types of content to consider in your email marketing strategy:

  • Welcome email or welcome series
  • Promotional emails
  • Guides, blogs, and other content marketing
  • Loyalty and rewards
  • Testimonials and client reviews
  • Surveys and net promoter feedback
  • Behavioral-based emails
  • Newsletters and product/company announcements

You can also run viral giveaways and contests because you can grow a large and responsive mailing list - if done right;

Step 3: Use PPC to Drive Traffic to Your Landing Page

Now that you have a landing page ready to go and a follow-up sequence to build trust with your subscribers and convert them into revenue, it's time to test drive PPC.

Set up a daily budget and spend a small amount of money per day. If you see results, increase your spending until you find the right balance.

You can use Google's Discovery campaigns to create targeted ads that can appear in a user’s Gmail inbox - usually in the 'promotions' and 'social' tabs;

This ad copy uses "click-through" copy that makes it look like it's a subject line in a real email, so it will expand when clicked to reveal more information like the body of a visual email.

Here is what Aubree Rose, Associate Director of Paid Search has to say about this...

"Google is migrating Gmail ads to Discovery campaigns because it can reach a much larger audience.  Discovery ads don’t just touch Gmail but other Google properties like YouTube Home, Watch Next Feeds, and Discover.

We can suspect marketers aren’t leveraging discovery ads as much as Google would like, so they are forcing our hands. Additionally, Google does not have an incentive to support Gmail as an independent entity. It’s easier to just roll Gmail ads under the Discovery campaign umbrella.”

Bonus tips:

Here's how to use Google Ads at different stages of your marketing funnel.

Bottom of the Funnel Content: Optimizing Your Content to Generate Sales and Drive Growth.

Step 4: Optimize Your Campaign with Conversion Tracking

Once you know how much to spend and where to direct traffic, it's time to begin tracking conversions.

Use tools such as Google Analytics to track how many people are visiting your page. Look for ways to improve your landing page and optimize your ads. When you're done optimizing, check back in to see how well your efforts are paying off.

Reese Garcia, Director of eCommerce, writes in an article @ KlientBoost...

"If you aren’t measuring your PPC in Google Analytics, you’re leaving money on the table. Combining your PPC powers with the additional measurement tools in Google Analytics leads to smarter goal tracking, sharper pictures of the people behind your conversions, and better insight into the full value of your campaigns."

You may want to delve into these 21 ways you can use Google Analytics for PPC.

Senior Product Manager and User Behaviour Analysis Specialist, Rahul Venugopal, writes in a blog post for Simplilearn - the world's #1 online bootcamp for digital economy skills training:

"When you link your AdWords account to your Google Analytics account, you can easily view reports generated through multi-channel funnels. Because not all conversions happen directly from a paid ad, these reports are extremely valuable to a PPC specialist, because they follow a customer’s journey and their sequence of interactions that lead up to a conversion."

"A multi-channel funnels report can show you if a paid ad was the first touch point for a conversion, even if they revisited the site and became a paying customer later on through another digital channel (i.e. social media, a referral website, etc.)"

Step 5: Test Different Types of Copy

Now that you have optimized your landing page and started driving initial traffic through PPC, it's time to experiment with different copywriting techniques and copy versions in order to maximize your ROI;

Copywriting-matters-dma-ppc

(Source: Dma.org.uk)

Test different headlines, descriptions, and images to determine which ones work best.

Test different call-to-action buttons to figure out what converts the most.

These tests will help you identify new opportunities for increasing revenue.

Worth reading next:

9 PPC Ad Copywriting Secrets to Steal From The Pros

How to Write Ad Copy for PPC: 6 Tips for Better Ad Writing

10 PPC Copywriting Best Practices for Extra Effective Text Ads

As your business grows, you'll likely discover new areas to explore. That's why it's important to continually test and refine your strategy. Keep experimenting until you reach the point where everything is working perfectly. At that point, you should be able to scale your business without any issues.

PPC and email marketing are complementary strategies. Each offers unique advantages. However, when used together they can provide a much more powerful lead generation machine that generates high-quality leads and buyers.

There are two types of paid ads that we’ve found to be effective for our agency clients. We call these “vertical” and “horizontal” campaigns.

Vertical campaigns target specific audiences based on interests, demographics, location, etc. Horizontal campaigns target broad audiences across multiple social media platforms.

If you don’t have an experienced in-house team that can help you maximize these advertising platforms for increased conversions and higher ROI, you can partner with us.

At Flying V Group, we can help you develop a multi-channel, cohesive paid advertising strategy serving sales-based ads and content-based ads, across the best social media networks. Contact us.


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Robb Fahrion
Robb Fahrion, Partner
Flying V Group

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