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Wrong approach to Facebook ads?
I've just got a question in regards to business operations.
I run a marketing agency, and I've recently worked with a client and offered them Facebook Ads, effective automations, etc.
And the ads i was running were absolutely banging and the targeting is top-notch. The leads were PLENTY and GOOD (in regards to their purchasing power), with some being trash, some amazing, and some okay. The only problem is actually closing those leads, hence why I always feel like I'm under delivering. But am I?
I recently came across the idea that Facebook Ads are in "principal" top of the funnel marketing. Meaning they attract attention, and amplify all of the other marketing channels a business may have.
And each customer has their own journey. Not every lead goes through the "see ad, click ad, submit form, buy services". Some see the ad, check Google reviews, and then WEEKS down the line, buy again, by saving your website. <- this i can't track!
So my question for you guys is, whenever you work with a client, and advertise their services, do you calculate their whole revenue/profits (even outside Facebook ads) as a result of the ads you do? Do you tell them to add every "external" sale/customer into the CRM, despite not being DIRECTLY from the FB ADS?
Is this something marketers/agencies do, that i never knew about? It literally felt impossible to generate any revenue.
Should I maybe take a more holistic approach, since Facebook ads are top-of-funnel and every customer has their own journey to buying?
Please let me know how YOU operate your business, and provide any input 👍💪🏼
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1 Reply
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You can do an incrementality test to measure the influence the ads have over the revenue.
Here is an article that explains the different versions of this test. https://www.lifesight.io/blog/guide-to-incrementality-testing
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>do you calculate their whole revenue/profits (even outside Facebook ads) as a result of the ads you do?
If they are willing to share their numbers, then absolutely yes. I only do Facebook/Instagram ads though. It’s important to not only show a good cost per lead, but also what the overall ROI of your fb advertising in my opinion. I agree with FB mainly being TOF. It’s best at getting you new customers.
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the sales process is not on you, in reality most sales process do not accommodate the reality that you need to contact Facebook leads within 5 min of the data posting. You only have control of the lead quality. The sales process is on them. This can be an upsell if you can deliver.
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1st Important question: Who is responsible for generating leads?
2nd Important question: Who is responsible for closing the leads and securing the on boarding of the client?
its highly unusual to be in charge of both.
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Yeah, top-of-funnel marketing. Track all touchpoints, not just direct FB ad conversions.
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