The main reason an ad agency can get you good results in the beginning is because of how different their approach is to getting you results vs what you have been doing before you've used them.

For example you may have been using specific types of images or videos and copy that the audience has been used to seeing for a while.  Therefore your market is not really "reacting" to your content like they use to.

This results in various changes in the ad account such as: 

1.  Increase of Cost Per Leads
2.  Decrease in Volume of Leads
3.  Just a downward slope of results and performance from the campaigns

So when you use an ad agency the market likely sees something fresh and new.  The copy is very compelling (since they should know and are likely testing the same copy other ad accounts are using that works) and it results in better performing ads, and cheaper costs.

Great successful time when ads convert and costs are inexpensively cheap.  

These templates that they use have always converted from previous ad accounts and therefore it should and is normally working with yours.  

But the question is for how long, and what is the next step when they no longer work?

In most cases ads will continue to work for a certain period of time.  The following below depends on a certain number of factors of how long ads continue to produce good results from the agency you are using.

1.  The audience size
2.  The amount of spend per day (the daily reach)
3.  The Faster the market is repetitively seeing your offers & ads

So over an extended period of time the ads start to fatigue.

Once the ads fatigue the marketing agency usually switches the ads out to keep them running on fumes longer and longer.

And that does work to a certain degree.  

After the extended period of time switching ads out no longer produce cheap results.  The market is seeing the same offer or "hook."  

So now the agency starts to switch out the offer, and test other variables such as 

1.  Funnels
2.  More ads
3.  Different Offers & Hooks
4.  Different Programs


And then when they get very desperate they tend to test other offers such as 

1.  More Free Stuff
2.  Other Free Stuff
3.  and Let's just Make Everything FREE

This results in fatigued audiences.

There is a difference between a fatigued ad, fatigued offer, and fatigued audience.


1.  A fatigued ad comes first.  It's when the market sees the same ad all the time and no longer respond to it.

This can easily be fixed by changing out a different ad.

2.  A fatigued offer.  It's when the market sees different ads of the same offer.  This also can be fixed by changing out the offer or program of what they will sign up for.

3.  A fatigued audience.   This is the final stage and is when the audience is so tired of seeing your sellzy stuff, that no matter what ad you use, what offer you use they will not respond to it the way they use to.

This is commonly known as a fatigued audience.  

​

Every single agency my clients have spoken with, has always told me what the type of results they promise they can deliver for them.

They promise, and promise so many different things but they never go over it as a tactical branding strategy point of view.

They just tell you how many leads, sales they predict they will get you based on different factors and strategies they will implement.

But not one agency (that my clients have spoken with) went over something that can grow the business as a brand, and as an authority.

What we do that is different than agencies is we attack the market from a different approach.  

We create a marketing plan that separates our markets into at least 3 different audiences.

We create branded content that aids in helping the audience solve "very specific" problems that they are facing to grow the relationship between the brand and the audience with what we use known ad the "AIDA Formula."  

Once that relationship is grown we provide them value and lead them into a offer but only lead one audience at a time.

The other two audiences are getting valuable content from the business that is consistently growing the relationship.

We then rotate our audiences to the offer while providing content to the other two audiences.  

This is called Strategic audience rotation.  And if used correctly we are able to keep a consistent Cost Per Acquisition all year long while being able to scale our campaigns in increments.

Rotating Audiences through content marketing, and rotating offers predictably stabilizes acquisition costs, and enable campaigns to scale.

There are however some ads, and funnels that may fatigue and some may work and some may not but that's why we use the ABC rotating formula to rotate ads, funnels, audiences, and offers out.

This strategy helps our clients grow a brand, get quality leads and sales while maintaining consistent growth.

Yes, this does requires more work, and more time however it will provide the business with consistent results long-term.

​Join me at my webinar to see this in action where I will show you how this works and how you can implement this into your business.

Getting leads is one thing but they are worthless if they don't become paying customers or potential customers in the future.

I am going to show you 5 ways you can get quality leads from your marketing campaigns that most ad agencies are not generating for you.

We love using two things to help prequalify our leads on our funnels.  

1 is Quiz Forms 

and 

1 is Application Forms

​

This funnel is one of our best funnels that generates high conversion rates ranging from 10% to 70%. 

See the screen below of one of our client's accounts that has a quiz form generating her 

She owns a yoga studio and we generate leads for her business using a quiz/survey funnel.  

It goes like this.

Step 1:  They answer a few questions about themselves (which qualifies them to become a potential client)

Step 2:  If they finish the survey and answered correctly it will redirect them to a booking page.   If they finish the survey and answered incorrectly or just not the type of answers we were looking for it will redirect them to a thank you page that educates them about the brand.

So the ones who answer the survey with the right answers that qualifies them to set an appointment therefore the only leads who are setting appointments are the ones who have been prequalified.

Click here to take a test drive and see for yourself.

One of the old school funnels that still works.  The key to making it work for you is to make sure you "ask" the right questions in the application.  

The application is the second step of the funnel.  Ideally the first step of the funnel goes like this:

Step 1:  They consume the landing page and get content about what they are getting and sign up with just a micro commitment step (name, email, phone).

This is considered just a "Lead."  Someone who is interested but nothing more.  They need nurturing, and your email and sms marketing should help pull them through the process.  The emails and text should also redirect them back to the application page to complete it after they have consumed enough content.

Step 2:  Once they fill out their details they go to the next page and complete an application form.  

The application form should ask them "full detailed" questions that they have to write in text box formats.  This helps you get the best quality possible as they have to consume the content on that page in order to fill it out.  

Let's face it.  You can't answer a question unless you read it. 

Consumption on the page is around 90% therefore you will find many applicants becoming fully qualified about what they are signing up for versus just a lead form.  

But, you still need to ask them the write questions such as if you have leads who tell you your business is too far away then you can modify your application form and state:

1.  Are you willing and able to drive to our location to receive our services located at 123 Main St.  (right off of Highway 41 exit 9 by the new walmart).  And they can type in the text box yes or no.   

You can also go into detail asking them "how far are you from our location 123 main st.?"

This in-turn helps get them a full understanding of your location instead of a yes or no answer. 

Try your best to remove yourself from yes or no answers as they often get leads who would like to fill out the form quick just to see what's on the next page.

Click here to review an example of my application form.

​

Ad copy is one of the most important ways to help you generate quality as well.

The ad copy will help you increase your chances of getting a "qualified click" over to the funnel or form.   And then the qualified click can potentially turn out to be a qualified lead.

Inside of the ad copy be very specific with who you are looking for, the pains and problems they are facing.  Who this program or service is for and who is it not for.

As well as what type of results they can expect to get from your services and a timeframe of when they will receive it.  

This will help you get a better qualified click.  It's not 100% however as you will sometimes get worm clicks or curiosity clicks but it will help increase the percentage of quality a lot more.

​Example of an Ad that generated better quality leads for a fit pro.

From this client's sales calls he main objection was people thought they didn't qualify for this program because they were either out of shape, new to exercising, and was intimidated.  

So the copy on the ad was modified to let them know we can accept everyone who is interested therefore increasing his qualified clicks.

​Opt in rate stayed relatively the same but his application rate increased by 9% and the quality of applicants increased dramatically.

For local businesses and even for online businesses we ideally got geographic specified with our approach.

We started to target specific peak cities, and location within cities that aided us in getting qualified traffic to the funnels.

The areas were often some of the financially wealthiest areas, to modern sized homes, along with areas within the city where most of his clients came from.

This helped us target a more qualified audience.  Facebook often shows the ads to the more likely clickers, or converters therefore they are not always qualified. 

Getting more traction with where clients were coming from helped aid us in targeting locations, and markets that we knew were the more likely spenders.

​

Likes and interest didn't really aid as much as behaviors and age groups.  We went broad with lookalike audiences and went detailed with location targeting.

Location targeting is key and is one of the best ways to segment multiple audiences so that you do not have too much audience overlap (in which Facebook will penalize you for nowadays).

Rest assured.  You will not always get sales from leads who signed up yesterday.

This is common.

People are not always ready to commit and you have to understand what it takes, how much retargeted touches, emails, sms, messages it will take to get them to say "yes."

Everyone you encounter should be added to your list so that you can email market them "for the rest of their life." 

You'd be surprised people who sign up today may convert next year.

People who are getting content from you, especially "quality content,"  will start to establish you as an authority and believe more and more you can help them.

They will begin to believe you can solve their problems and you may be the best solution for them to go to regardless of price.

You need to email market them content, help them in the emails solve problems, show proof that others are getting great results from you,  educate, give value, build trust and reeducate.

Communicate, ask questions, give advice, and start conversations that will eventually lead to sales.

People will not normally buy from you if they have a question not answered.

Your email and sms marketing will help solve that.

​(Give Value: “it’s about them”)
 
Mission:
 
To get a qualified audience aware of your brand by offering them free content that is incredibly valuable and that solves a problem that they have that you specifically can fix.
 
It’s best to use a Video View Objective and our main goal is to build “Quality Video Views.” 

1.  The Message…

We have to build a Quality Video View audience of people who will likely become potential customers.  Quality is the keyword and the best way to do that is to use the reference from the marketing plan to call out the market.
 
 

1. Give Value…

We have to give them value on the front end.  By doing that they will remember our brand.  Our brand will become first nature to their mind.  Free value means we will give them something of worth that will help their everyday life.  The content needs to be authentic and extremely valuable in order for them to really enjoy consumption.  It also needs to be relevant to your service and what you offer.  In other words…  Don’t give value to someone who is not in back pain, if you do not solve back pain.
 
 
Good Examples to Work From:
 
 
Call Out:  Business Executives Suffering from (problem)_____________?
 
Example For Chiropractors
Call Out:  Business Executives Suffering from acute lower back pain?
 
Educate:   This could be potentially the reason of an injury, such as muscle sprains or strains due to sudden movements or poor body mechanics while lifting heavy objects… 
 
Value:  Avoid toe touches because standing toe touches, for example, put greater stress on the disks and ligaments in your spine.  Try press up back extensions.  Lie on your stomach with your hands under your shoulders. Push with your hands so your shoulders begin to lift off the floor.  If it’s comfortable put your elbows on the floor directly under your shoulders and hold this position for several seconds.   This will help provide temporary relief to your back pain.
 
 
Example For Fitness Professionals
Call Out:  Busy Professionals feeling like their energy levels are always low?
 
Educate:   This could be potentially because of either a lack of exercise or improper diet… 
 
Value:  Avoid eating foods that have added sugars including fried and fast foods.  Try incorporating whole grain wheat oatmeal’s, pasta and rice.  Grains are rich in carbs, which provide the body with a good source of energy. 
 
 
Example For Martial Art School Owners
Call Out:  Busy Parents feel like your kids could have better focus in school and become more social?
 
Educate:   This could be potentially because of their daily habits and possibly lack of activities they do when they come home… 
 
Value:  Avoid letting your child spend too much time watching TV or youtube and actively take time to spend with your child doing some daily exercise such as walking at the park and playing a sport activity with you outside at home. 
 
 
Example For Business Coaches
Call Out:  Busy Business Owners feel like the business is not growing and are overwhelmed with too many fires to put out because of wearing all the hats?
 
Educate:   This could be potentially because of a leak in your business that you are not aware of and there is not yet a good system in place to substitute this leak… 
 
Value:  Avoid spending too much time on one thing in your business and try hiring someone who can do that one main thing you do as long as they are trained well enough to execute that task.  This will free up some time to work on the other things in the business.
 
 
 
So you see.  This is helping people who have specific problems that you can solve with giving them tips on how to solve themselves.  Without telling them about your service yet.

(Give Value: “it’s about you”)
 
1.Our audience is getting quite familiar with our brand by now and it’s time to drive interest.  By driving interest we segment our audiences based on what they want from you.  So we begin to continue to solve their problems but this time we educate them about how our services solve that problem.  We typically may drive them in to a lead magnet as well in exchange for answering a survey.  This survey lets us know exactly what it is they want.  Now we can deliver more value on the topic that they are interested in.  This builds extreme good will and rapport.  Audiences who consumes content they are interested in sticks around, and begs you for more content!
 
2.Blog Posts/Videos/Lead Magnets
 
We love using video view overlaying.  Where they consume multiple pieces of content from one video and move to the next video.  This creates a well nurtured fish pond of an audience that trusts us to the max.  We laso like taking people off of Facebook to consume content on our website.  This prevents distraction in the feeds and allows your audience to get more familiar with your brand and venture off into other aspects of your website.  I sometimes drive interest type campaigns and only target desktop audiences.  The quality of content consumption increases I think because they are more likely sitting down to read my stuff vs on their cell phone doing who knows what.
 
 
 
 
Good Examples to Work From:
 
 
Call Out:  Business Executives Suffering from (problem)_____________?
 
 
Call Out:  How Sarah Who Suffered from(problem)______________ joined our 12 Week Program and (solution)_____________ without having to (problem)________?
 
Example For Chiropractors
Call Out:  How We Helped Sarah Get Rid of Her Acute Lower Back Pain in Just 12 Short Weeks…
 
Then we can provide the education and value on the next page educating them how we solved her problem, and what our program can do for people who has this problem.
 
We can structure this as a Page Post, Link Click, or Video View Objective.  We can provide all the value on a video as well.
 
 
Example For Fitness Professionals
Call Out:  Busy Professionals feeling like their energy levels are always low?
 
Educate:   This could be potentially because of either a lack of exercise or improper diet… 
 
Value:  Our 6 Week Challenge helps business professionals increase their energy levels and diets from our custom nutrition meal plans that we provide along with our non intimidating group workout sessions that only last 30 mins!
 
So most of our clients come to train during their lunch breaks or after they get off work. 
 
Learn More > xxxxxxxxxxx
 
We then provide even more value about the service on the page and educate them what’s all involved and where we are.
 
 
Example For Martial Art School Owners
Call Out:  Busy Parents feel like your kids could have better focus in school and become more social?
 
Educate:   This could be potentially because of their daily habits and possibly lack of activities they do when they come home… 
 
Value:  Try letting your child come to our kids martial arts program.  Kids of all ages 5-12 are welcome.  We teach many things like  anti-bullying, leadership, and self-confidence training exercises that helps kids strengthen their inner potential and become class leaders in their space.  We also pick kids up from school with our “after-school-programs” too. 
 
Click Here To Learn More & Get Class Times > XXXXXXXXXX
 
Then we educate them more on our website about our classes and also class schedules.
 
 
 
Example For Business Coaches
Call Out:  The Type of Program That Helps Busy Business Owners who feel like their business is not growing and who are overwhelmed with putting out Fires.
 
https:xxxxxxxxxxx
 
 
Then can link them to the page that talks about your service and how you help business owners solve that problem and what your course includes.
 
 
 
So you see.  This is helping people who have specific problems that you can solve with giving them information about how your services solve that problem.

(Show Proof: “Believe You”)
 
1.Our testimonial videos or case studies are a perfect way to provide validation that your services are something that the audience can believe.  You are not a scammer.  You are a legitimate company that finally can solve their problems.  If they can see others getting results and enjoying your services, it dramatically entices them to take action!  Think of it as this way.  If you get a referral, it’s easy to sell.  Because they believe in your services because someone they know (who will not lie) vouches about you.  It eliminates the threat of falsely results, and it also instantly establishes trust among them immediately.  This part of the process has been known to increase people’s likelihood to take action by 70%.  People are more likely to take action after validation of others than from you explaining it to them.  Because they don’t know you.  They don’t trust you.
 
2.It is still important to give value at the same time.  Educate audiences on how this happens and then slow someone who this is has happened to.  This provides rapport building, and trust through the validation all at the same time.
 
 
Good Examples to Work From:
 
 
Call Out:  Business woman who went from (problem)_____________ to (benefit)___________?
 
Example For Chiropractors
Call Out:  Business who went from acute lower back pain to running marathons and playing golf…
 
The education and value can be on the testimonial video.  Just remember to point out the 3 things.  
 
1. What problem they had before you.
2. What was the solution fixed and how long did it take.
3. Why they believe the person watching this video should sign up for the service.
 
 
Example For Fitness Professionals
Call Out:  How Sarah Explains What She Did That Helped Her Lose 42 pounds in just 12 Weeks allowing her to spend more time with her kids, and have incredible energy levels throughout the day.
 
The education and value can be on the testimonial video.  Just remember to point out the 3 things.  
 
 
Example For Martial Art School Owners
Call Out:  Busy Mom Who Signed Her Child Up For Kids Martial Arts Classes & What It Resulted In For Her Child This School Year!
 
The education and value can be on the testimonial video.  Just remember to point out the 3 things.  
 
 
Example For Business Coaches
Call Out:  What Sam A Busy Business Owner Tradee Did That Took Him From $14k to $320k per month…
 
The education and value can be on the testimonial video.  Just remember to point out the 3 things.   You can also include specifically what he was struggling on in the business and what the coaching helped him do to help him grow his business.
 
 
So you see.  This is showing the audience proof of people who signed up for your service and the results they got.  It forces the viewer to see what they are missing out on.

​Download our AIDA formula guide to get the best out of your marketing campaigns.
​

In order to understand why you are not getting leads we need to take a look at the data and give us the determination of measurement on the reason why your campaign has either lost traction or didn't pull any weight to begin with.

1.  Your audience is currently fatigued.  They have seen your offer too many times and now are not reacting to it anymore.
2.  The campaign lost traction.  It was working for a while and started to not work anymore.  Could be because of audience fatigue but costs have creeped up, and it is more expensive to acquire a lead thus you are getting less leads within your budget. (if your CPA is $5 per lead and your budget is $1,000 then you will get 200 leads but if your cost went up to $12 per lead and your budget is still $1,000 then you will get 83 leads).  ($1,000/$12)
3.  If you didn't happen to get any leads from the campaign, it could be a variety of reasons.  Your offer sucks,  people are not responding to the offer,  your ad creative is not attracting people's attention.  They overlook your ads.  You could be targeting the wrong people.  The offer is great, and the ad is amazing, so you are getting clicks out of curiosity but no one is taking action because they are the wrong market to begin with.

Understanding this will help you be able to make better decisions on how to improve your marketing campaigns.

You don't have to just always pull the plug on an offer, it could be a great offer, just look at the data and this will help you make a better decision on what you should change to improve your performance.

In the image above I can see that this particular ad did not get any leads yet.  It shows about $11.43 dollar spend and had a reach of 971 people with 1,275 impressions.

It shows that it received 7 clicks.  So based on my history if this campaign normally gets at least 3 sign ups from 7 clicks there is a potential that this ad may not perform well so I may need to pause it and redirect my budget to a better ad and ad set.

Being able to read data and very important in helping you understand what decisions you should make to a campaign.

Click Through Rate, is the most determining factor we use to make decisions on whether or not an ad will over-perform or underperform.

You can see very clearly that it plays a HUGE role in cost and also acquisition quantity.

The Cost Per Link-Click above generated him a $0.28 cent click because of his 3% CTR.   Therefore you see how important CTR is in determining costs.  The more clicks to the page, the more leads.  The more leads within the set budget the more cheaper the leads will be.

Focusing on optimizing the Click-Through-Rates helps increase the overall performance of the campaign to start generating more leads, more clicks, at cheaper costs.

Your campaign is getting leads but you are not getting that many.

1.  Are you optimizing for conversions?
It's very important to have your campaigns set up to optimize to get you conversions.  By doing this, it will help Facebook understand what it should do for you to get you more leads and if you are getting traction or at least some leads it will be able to show your ads that are most relevant to users who will likely click and sign up.

In the image above we are setting up a campaign to optimize to get more conversions.  If we don't do this the only thing we would be able to measure is clicks or landing page views and that is not going to tell me how many leads we are getting and how much we are spending per lead.

I need accurate data to guide me on which ads are getting leads, which ones are not, and how much we are spending so that I can make decisions to increase the performance of the overall campaign.

2.  Determine What is your Cost Per Acquisition?

In our case we are determining an acquisition to be a lead.  How much are we spending to get leads?  This will indicate how many we are acquiring within our budget.

You can see in the image above we are getting leads that cost around $2.83 per lead.  We have already acquired 73 leads so far.

So we have spent $206 dollars.  So if we continue at this rate, we should be able to get 2830 leads at $2.83 cost per lead.  

So now I can make a prediction that if I set a budget of let's say $5,000 I should be able to get anywhere from 11,000 - 14,000 leads.   

The only problem is my leads will not be $2.83 forever.  They will eventually start to get more expensive and there should be a Lead Cost Range.  Somewhere between having a $5 lead as a safe zone, and make a determination that we are not willing to spend more than $10 to acquire a lead.  If we spend more than that we will pause the campaigns and re-optimize.

So now I have a set goal, I have a set budget, and I also have set my targets.  By doing it like this I will not chase lead costs, I will be able to scale based on my targeted CPA and then if I go below the $5 per lead safe zone I will know it's time to start preparing some other ads, and ad sets.

Just like the image above.  I suggest writing down your goals.  Setting a budget, and predicted CPA that will help you reach your budget.  That way you clearly understand what it will take for you to reach your targets. 

In the example above.  We want to get 350 leads.  And this client has a budget of $6k to help him reach those goals we need to set a target CPA of $17.14 or less to reach 350 leads goal within his budget.

So now that you know how much your leads are costing (hopefully), you have two choices.

1.  Increase your ad spend to reach your goals.
2.  Optimize your campaigns to get cheaper leads within your set budget.

If you want to reach your goals quickly then increasing your budget and optimizing your campaigns at the same time will help.  

But if you are on a restricted budget, you will need to do your best to optimize your campaigns, change your images, copy, and text and make it more presentable to your market to get them to click through and sign up.

In the example above you can see that this campaign received 31 clicks but no sign ups.  Even though this is still not enough data to make a final decision on the performance of the campaign because we have seen many times ads not get any leads for days and then all of a sudden start to pick up and get $1 leads.

This however may indicate that we need to make  specific change to the campaign.

1.  The Landing Page
If you are getting tons of clicks but no one is signing up on your website or landing page.  It could likely be a page problem.  Are you promising red apples but when they get to the landing page they see carrots?

Another thing you could be doing is targeting the wrong people.  Sometimes you could have a solid ad and funnel in place but when they go to the page they don't sign up.  They were just curious.  They may have thought of something different and wanted to check you out, but when they went to the landing page you didn't give them enough value on the landing page or ad to persuade them to take action.

Measuring your "Landing Page" conversion rate is another part of this process I will go further into on another blog post.

2.  You're optimize for Clicks Objective Is Giving You the "Happy Clickers"

I always didn't like this market.  The people who click every ad with never having any intention to sign up.  We call them the happy clickers and when you do not optimize for leads, and you create campaigns with the sole objective to get clicks or landing page views.  That is mostly what you will get.

Because Facebook has an algorithm that says, "we will do whatever you say.  If you want more leads, we will try to get you more leads.  If you want more clicks, we will try to get you more clicks, and only clicks."

So what it will do is show your ads to the most likely person who will click.  That's right... Click...

​It didn't say anything about sign up.  Just click.  And it will show your ads to clickers.  Not really the people you want this to be shown to.  

​Remember to optimize to get leads.  And also remember to not tell them to click unless you have given them a "clear" statement of what happens next!

1.  How much is your current Cost Per Lead?
If you don't know this answer, you need to find out!

2.  What is your targeted # of Leads you want per month?
Write down your targets.

3.  How much are you going to have to spend to reach your targeted goal, and what will your Cost Per Lead need to be?
Write this down...  Write this down...  Write this down.

Any rational person will answer letter A - any of the other options will get a high chance of a slap in the face! If you answered any of the other options, then I tell you your guts will get you in trouble! Among anyone else.. YOU HAVE TO READ ON...

Let's face it. We think we know the right answer. But why are we proposing to our customers right off the bat?? Why do we assume that they know us? Why do we go ahead and talk about how our products and services fit them, or what other people think about us - right away? WHY ARE WE GETTING AHEAD OF OURSELVES?

It's because we fail to assess the traffic temperature of the audience we are speaking to.
Each type would need a different level of approach. You wouldn't talk to a stranger the way you talk to a friend. You wouldn't consider a business partnership with a friend you haven't spoken to in a long time; but will highly consider it with someone you really know well - like your best friend or a close relative.

The approach is not a "one size fits all". You need to know the level of relationship you already have with your audience before you start talking and throwing them off!

Cold. Warm. Hot. Segregate your audience and create specifically targeted ads that speaks to them at the level of which they know you.

Each type of Traffic will respond to you positively with a certain kind of Language.
Here are the offers you can run based on their Traffic Temperature: