The Ultimate Guide To Choosing The Right Facebook Ad Agency

So you are ready to run Facebook and Instagram ads? Great! Facebook marketing is a powerful tool for growth and so is Instagram, especially for e-commerce stores. How do you know what agency will be the best? They seem like a dime a dozen, don’t they? You probably see dozens of ads daily from agencies, in your newsfeed, promising they will crush it for you or help you dominate whatever niche you are in. Am I right?

 

Well, guess what! I own a digital marketing firm specializing in Facebook ads, Instagram ads and website optimization strategies for established e-commerce stores. No, I’m not here to sell you my services. Instead, I’d like to share with you what I think all prospective clients should know and ask themselves before working with any agency.

 

What Type of Agency Are You Looking For?

 

If you are an e-commerce store, I would highly recommend an agency that specializes in e-commerce strategy. If you are a local business or a service provider, I would say go with one that specializes in lead generation. The reason being, the two are very different. You want an agency that knows how to get you results like the back of their hand. If someone comes to our agency and they are looking for lead generation or need lead generation, I refer them to another agency. It would be a waste of their money and both of our time for my agency to implement a lead generation funnel. Why? Well, it’s not in our wheelhouse of expertise and I’m ok with saying that. On the other hand, when an e-commerce entrepreneur comes to us and wants to go from $10k to $100k per month, has their supply chain dialed in and is looking to build a lifestyle brand then I know without a doubt we can help them. How do I know? It’s literally all we do at the agency. All day, every day. It’s what we eat, live and breathe. Now that’s what you want in an agency.

 

Is the Agency a Service Provider or a Partner In Your Growth?

 

So a service provider will promise to drive so much traffic to your site or generate x number of clicks. An agency that is a partner in your growth is focused not only on driving traffic to your site but converting that traffic into first-time and repeat buyers. They also are committed to helping with things like website optimization because if your site sells to your prospects better, that means more sales! One isn’t necessarily better than the other. It really comes down to your goals, how much you are willing to invest and how committed you are to success.

 

What Are Your Growth Plans?

 

So let’s say you hand craft jewelry and want to go from making $2,000 to $4,000 per month in online sales. Truth be told, you don’t need a power house, growth focused agency. Those agencies really focus on the stores that want to have massive growth and have the internal systems and processes to support that growth. Now if that’s not you or your store, that’s fine! There are loads of agencies that are in between the click providers and the agencies focused on scaling brands. Look for an agency that is in between the two of those extremes.

What Are You Looking For In Terms Of Customer Care

 

I think this really comes down to two questions: how often do you need to speak with someone and who is it that you want to be communicating with? With bigger agencies, you will likely have a dedicated account manager. Someone who keeps you informed often (usually daily), can answer your questions and ease your concerns. They aren’t, however, the ones working in your account. Their role is client communications. With smaller agencies, it’s usually the ad strategist that is working in and on your account that will communicate with you. They will typically reach out weekly to update you and answer any questions you have about your account performance, future goals, content and creative needs. I don’t think there is a right or wrong way here it simply comes down to your preferences.

 

Final Thoughts

 

In summary, I’d like to offer you some final thoughts. You definitely want to be with an agency that has a track record and can show you results from past accounts. However, I think it’s almost equally as important to be with an agency who knows exactly who their ideal client is and who is not. You also want them to be ok with telling you that you aren’t a great fit for their agency. If they are comfortable with walking away from a new client, it says a great deal about their cash flow, focus and perspective.

 

About the author:

HANNAH MONGIAT, OWNER & CHIEF AD STRATEGIST AT SPEAKEASY SOCIAL83
Hannah is the founder of Speakeasy Social83, facebook ads agency. She has 10 years of marketing experience, five years of that specifically with digital marketing. When she’s not elbow deep in data, getting her clients more sales, you can find her traveling, spending time in her garden or practicing yoga. She lives in Chicago with two rescue cats, Bailey and Scooter, and her non-rescued husband, Mark

How To Scale Your Facebook Ads With Chatbot

Facebook data shows that 80% of adults use the Messenger daily, with over 50% saying that messaging has replaced other forms of communication. On Messenger each month, people and businesses exchange 8 billion messages, representing 4X growth, year over year.1

More and more people prefer sending a message than calling businesses, and they are more likely to shop with businesses that they can message and has very good response rate. Here’s how you can use Messenger, with the help of a chatbot, to scale your business:

 

Respond to inquiries faster

Running a business online is like having a store that’s open to customers 24/7. People can check out your page, your products and services anytime, so it’s best to keep communication lines open all day. Well, you don’t really have to personally respond to inquiries or hire a manager to do that for you. A chatbot can send an automatic reply and send canned responses based on the customer’s concerns. This could greatly increase your Facebook page’s response rate and response time, and decrease the number of messages you have to personally attend to if your chatbot is well planned and executed. Never underestimate the advantages of responding to customers quickly. If you don’t respond to an inquiry within an hour, the chances of closing a sale decreases as the customer’s interest in the product and excitement fades, or they might find another store as they browse the web while waiting for your reply.

 

Reach out to customers

While email marketing still works for some businesses, using a chatbot is easier, cheaper and more efficient nowadays. A lot of marketing emails get deleted without getting opened. They’re usually longer and more complicated than messages sent through a chatbot. Plus, more people are active on Facebook Messenger throughout the day, with some even using it as the default app for SMS as well so there’s a higher chance that marketing messages sent through a chatbot gets opened and read. The message itself, the format and image/s to go with it doesn’t have to be complicated as well. Less frills is better. Running an exclusive sale for subscribers? Just send the discount code with a brief terms and conditions or promo mechanics. Launching a new product or service? Send a teaser with the launch details. These broadcasts can be done in a couple of sentences and can be read in a minute or less.

 

Run promotions and increase subscribers and conversions

A chatbot like ManyChat is a great app to get leads, run contests or giveaways and increase sales. If you’re running a contest, it’s better to have the participants opt-in through a ManyChat link instead of running a post engagement campaign on Facebook to make sure that each participant would be added in your subscriber list. Even if the contest does not require a purchase to qualify, you can still get more conversions out of it by sending each participant with a promo or discount code for joining. That way, no one goes home empty handed, everyone feels like a winner, and they are more likely to purchase something from you since they can get it at a discount.

 

Make it easier for customers to take action

As mentioned above, people would rather send a message than call you or even search your website for the products and information they need. Whether you want a customer to sign up, purchase, send a feedback or review, answer a quick survey, or refer friends, all these can be easily done in a few clicks with the help of a chatbot. A well-planned and executed chatbot is easy to use and navigate, something that customers won’t hesitate to use again in the future should they need to reach out to you or make transactions online. Take time to map out the customer’s journey and conversation trees to make sure you have everything covered and avoid going in circles, providing excellent customer experience.

 

Resolve issues faster

No matter how great your ad copy, creative and targeting may be, if the customers are expressing frustration over a product or service that does not get addressed immediately, people will hesitate to put their money in your business. While having a support personnel round the clock may be costly, utilizing a chatbot to do the job is a cheaper and faster way to address customer concerns. Just make sure you have the frequently asked questions, most common issues, fixes, and workarounds covered in your chatbot’s conversation tree. Don’t forget to provide a reassurance to customers that their issues will be addressed promptly in case they don’t find the solution through the automated system.

 

Reference: 1https://www.facebook.com/iq/articles/why-messaging-businesses-is-the-new-normal/#

How To Scale eCommerce FB ads – Cold & Warm Strategy using Video ads

Generally, warm audience converts better than cold audience because they are already familiar with the brand and the products/services offered. If you have a well-planned sales funnel, you’ll know that the first stage of the funnel targets cold audience, and once they have been “warmed up” then the chances of conversion increases.

When you target cold audience based on interests and behaviours, the audience size is usually hundreds of thousands to millions, and yet the number of conversions is very small. When these cold audience is converted to warm audience, the audience size is significantly reduced, eliminating those who may not be interested with the product/service and what remains are the people who are now familiar with the brand and the products. The warmer or the hotter the audience is, the chances of conversion are higher.

Analogy: You can’t just approach anyone as a complete stranger offering to sell an unknown product or service, from an unknown seller or brand. Instead you approach a prospect (cold audience) and warm them up by introducing them to the brand, then showing them the product being offered, demonstrating what makes the product stand out, showing them why they should buy the product, etc.

 

The idea of Cold>Warm>Hot audience is not new to the industry and it’s been taught by many eCommerce gurus such as Nicholas Kusmich and Ezra Firestone. As easy as it sounds, the actual execution of this strategy is very tedious.

 

Why? Because it involved putting up a “funnel” within Facebook Ads. To reach out to cold audience, video ads format is one of the best way to capture people who are interested in the product.

 

When this is done at large scale, Facebook pixel is able to capture audience who engaged with the content and giving us some data to retarget them with different ads based on how they engaged with the first content.

As you can see from this illustration, audience who watched video up to 50% is being sent to pre-sell or (engagement page), which 75% to 95% is being sent straight to store page.

 

Why use video ads?

  • More visually appealing and engaging – it can be a fun, creative but at the same time informative way to present the product/service being offered
  • Cheaper – video views always get a lower cost per view/engagement compared to traffic or awareness campaign
  • Easier to retarget audience and gauge their level of interest – people who take time to watch the video longer like 50% or 75% of the video or more can be assumed as those who are interested in the product/service being offered compared to those who watched only the first few seconds of the video

 

Tips on Using Video Ads

  • Keep it short. Ideally 15 seconds to a maximum of 60 seconds is okay. If you can showcase the product or service in 15 seconds, great. If you want to highlight some features like your USP, 30-60 seconds is a good length.
  • Check the pacing. Is it too fast or too slow? Proper pacing could affect whether the audience would watch the entire video or just scroll past it.
  • Add a video caption because not everyone browse Facebook with the audio on.

 

Anna Chris is a Facebook Ads Specialist at Dojolab.co , Facebook Ad Agency focused on eCommerce.

5 Ways To Scale Your Business Using Facebook Ads

5 Ways To Scale Your Business Using Facebook Ads

 

There are over 2 billion people who actively use Facebook every month, and more than 1 billion of those use Facebook every single day. People nowadays spend more time on social media on their mobile phones than watching television, listening to the radio, or reading the newspaper because all these can now be done online. Since Facebook became the most widely-used social media platform, it has continuously evolved from being just a social networking site to a one-stop shop for communication, news updates, entertainment, shopping, and even building and growing a business.

 

While most start-up businesses run by young entrepreneurs are actively utilizing the power of Facebook in growing their business, some entrepreneurs still do not have a clear idea on where to start and how to ensure positive results. One of the first things we need to know is what kind of results are we aiming for, and what specific campaign objective could help us in getting those results.

 

Promoting Brand Awareness

 

How many people actually know your brand or business? For start-ups, this is an essential part of launching a business. People need to know about your brand, your products, and services. Even established businesses still benefit from awareness campaigns. If you want to expand and reach people outside your niche or fan base, this is the way to let them know that you’ve got more to offer.

 

Consumers nowadays are smarter and keen on making informed choices in making a purchase or dealing with a business. This is very evident with the rise of social enterprises, eco-friendly or sustainable products. A brand that supports a certain cause or embodies positivity has greater chances of going viral and getting the support of people from all over. Branding is very important, as it gives the first impression of your business. A brand awareness campaign could help you reach potential customers and draw interest towards your business.

 

Getting People Engaged with Your Business’ Facebook Page

 

Never underestimate the power of having a solid fan base. They would recommend you to their peers, share your content, post about your products and services. They advertise your products for free. And it can be achieved by keeping people engaged with your page. Create share-worthy and valuable content that people would want to read or watch and share. It could be anything from informative, funny, uplifting depending on your business and the audience that you are targeting.

 

Remember the viral video of a dentist with his cool dance moves? It has millions of views and almost a million shares all over the world. While a dance video may not be directly relevant to a dental clinic, people noted that it’s a good way to show that a usually scary visit to the dentist could be fun, and dentists can be cool and awesome too. The clinic has been busier than ever since then, and the dentist is often tagged as America’s Favorite Dentist. All because of a 40-second video.

 

Driving Traffic To Your Website

 

We’ve seen a lot of businesses skip this part and go directly for the kill (conversions). But why is driving traffic to your website or online store important? First, it helps increase your website’s ranking in the search engine results pages (SERPs), making your business more visible to prospective customers outside Facebook. Therefore it grows your audience, helps build your brand’s reputation, diversifies traffic sources and helps gauge the consumer’s level of interest in your products and services.

 

Increasing Sales Through Conversion Campaign

 

The number of people who shops online continue to increase day by day. It’s easy, convenient, usually cheaper and less prone to compulsive shopping. Whether it’s a tangible product or services you are selling, running a conversions campaign on Facebook is way cheaper than running ads on other media platforms, and it’s easier to see the results such as cost per acquisition (CPA) and return on ad spend (ROAS) on Facebook. That is something that’s hard to measure with other platforms. For example, years ago, when a company buys airtime to run a TV commercial, there’s no solid proof whether the increase in sales was driven by people who actually saw their ad on television. With the use of Facebook’s pixels and reporting features, we can easily optimize a conversion campaign to get better results. We could narrow down the target audience to people who are most likely to purchase, increase the ad spend on a campaign or ad set that is doing exceptionally well, and cut back the ad spend on campaigns that are not getting the results you want.

 

Retargeting with the help of Facebook Pixels

 

What’s great about Facebook Ads is this thing called pixels which enable us to track user activities from Facebook to your website. NEVER run ads on Facebook if you do not have pixels properly installed on your website. Did they spend a significant time browsing your website or online store? Do they like the products that they added it to their wishlist or their cart? Not only does it give us great insight on what products are capturing the consumers’ interests, it also enables businesses to re-target people who seem to be interested in their products or services but maybe they were not yet ready to make a purchase at that time. Have you ever clicked on a Facebook ads because the offer was interesting, did not purchase it right away so you could think about it in the next couple of days only to see a bunch of other ads of the same product that seems to tell you “Buy Me!” so you can’t take it off your mind and end up buying anyway? You’ve been re-targeted.

 

The Unheard Facebook Ads funnel that works

The Unheard Facebook Ads funnel that works!

 

We all have heard all the amazing strategies about sales funnel and how it could help to scale online businesses even without owning a website.

 

Yes, that’s right. I’m talking about Clickfunnel and this product literally created so many online business empire. As a Facebook Ads agency, we have worked with million dollar funnels that generate revenues 24/7 like a cash machine.

 

However, while Clickfunnel is taking the world by storm, me and my team had been working on something that people pay less attention to due to its complexity.

 

This might shock you. We created funnels within Facebook Ads. Instead of driving all the traffic to the sales funnels, we actually created a sequence of Facebook Ads funnel to let them experience what we call the “ads journey”.

 

Like some people, you might be asking why we created such strategy. No, it’s not what you think. Like you, we believe that sales funnels definitely have good impact. But we also believe that some businesses require a different approach. We know that cold audiences are extremely difficult to convert especially if you’re selling eCommerce products. This is one case where even a good sales funnel sometimes became really hard to scale, for products that need more nurturing.

 

What is facebook ads funnel?

 

So what exactly is a Facebook Ads funnel? To understand this better, we first have to understand the psychology behind why people buy.

 

There are 4-5 steps in the buying cycle depending on complexity of your user profile.

 

1.Awareness

 

When it comes to product or service awareness, educating your prospects or customers is extremely critical. Tackle the problems your product can solve and deep dive into these problems and their implications.

2..Learn

When you’re promoting a product that’s not very simple to use, say, a SaaS product, you really need to guide your users every step of the way. Provide assistance starting from onboarding, explain all the functionalities and how the product can solve their problems fast. Learning is crucial because this is a big factor in determining if what you offer fits to their problem.

 

When it comes to Facebook Ads funnel, one of the best approach in product learning is to create a video demo. Why? Remember that they already found you for the solution but most people are lazy or too busy to read all your documentation. Why not make it easier for them by putting up a video demo? Focus on the end goal and let them understand everything so they move to the next stage which is comparison with other solution or provider.

 

3. Comparison

 

The last stage before most users proceed to buy is to check your competitors and do some comparison. You experienced this, right? We find ourselves comparing prices with other similar solution on the internet right after seeing an interesting product.

 

Yes, we do this all the time. As marketers, why aren’t we doing something about this? The truth is that a typical user spends approximately 20-30 minutes reading other solutions and their pricing on Google. Since this is the typical user journey, why not do the pricing comparison for them and put it up on Facebook Ads?

 

4. Purchase

 

When it comes to products and services like SaaS, people are more propelled to try out the product first before doing the purchase. For most SaaS, it’s a good idea to allow trial account and measure your paid conversion rate from the trial campaigns.

 

You may experiment on what the conversion rate be with the trial offer, but it’s highly recommended that you set a trial strategy. This allows users to partially solve their problems and get the feel of how the product works to see its long-term value. Take note that it’s crucial to measure conversion rate at this stage.

 

For Facebook Ads on the other hand, having some interesting offer for users will definitely help you get more sign ups.

 

5..Retention

 

When we talk of customer retention especially for SaaS products, you need to understand the product “stickiness” and the strategy around it. Similar to Halo effect theory, there are functionalities that are rarely used or varies on specific events or occasions.

 

For this to work well, you need to diversify the usage of your SaaS functionality. Look at how Dropbox does it. They created screen capture tools because they know that screenshot feature is regularly used than uploading photos into users’ accounts. Because they have identified this stickiness strategy, people are coming back and thus make it a great retention strategy.

 

6. Growth

 

For user growth especially in eCommerce, it’s crucial to conduct proper analysis in order to understand the user persona and their buying behaviour.

 

Imagine that you’re selling gym clothing for serious bodybuilders and someone purchased a gym shorts for the first time in your eCommerce store. With proper tools, you should send out a welcome questionnaire to understand their current situation. With the data and metrics, you can’t imagine how many products you can promote to them. It’s all about being hyper focused on persona and their buying behaviour.

 

But what about Facebook Ads?

 

With the data, you can set out “Dynamic” ads that are based on their buying behaviour. This will definitely help you scale your business if done right.

 

So the big question now: How do you deploy funnel within Facebook Ads after knowing about the typical user journey?

 

Well, it’s not that hard as you imagined. Most of the processes I outlined above can be turned into Ads.

 

There are a lot of flexibility in order to create the FB ads funnel. But the end goal that you should ask yourself is: What kind of ads experience do you want to create for your users? Do you think the best way is to show the ads for them to just sign up? Or would you love to use the path less taken which is to create awesome user journey and ads experience?

 

Gerald is the founder of https://www.whitelabels.agency/ , specializing in White label PPC Ads for digital marketing agency partners around the world. He has worked with more than 50 agency partners and scaled more than 100 eCommerce campaigns in the past.