the market sees something new
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.
exciting time when ads work
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?
the reason why ads don't work long-term
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
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.
so what is the ad agency's mistake
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's different than agencies
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.