Optimizing Your Ad Strategy

If you’re looking to get new clients for your agency, there’s one thing that will come to your mind at some point…

How do we create a more efficient advertising strategy?

Let’s face it…

Ads get people into your sales funnel. But have you ever started a campaign and realized you can only run two weeks’ worth of ads instead of a whole month?

Or, have you struggled to reach the right audience?

It’s a common problem among agency owners, unfortunately.

With that said, there are two things you have to consider when it comes to preparing your agency’s ad strategy:

• Budget
• Structure

And these two are crucial if you want to optimize your strategy.

Budget

Let’s assume your average lead cost is $15 and you’re targeting 40 new clients. Do you think a $300 budget for the month would help you get people in your funnel?

It’s unrealistic.

Why?

With that kind of budget, you may not even be able to get one lead per day, let alone a client. Agencies that get 40 new clients in a month can spend as much as $1500 to $2000 for it.

Then, think about all the different platforms you can put ads on – Facebook, Instagram, Google, YouTube, etc. So, how many platforms do you want exposure on?

Because the more platforms you add, the more it’s going to cost.

So, here’s my advice: 

Don’t start an ad campaign until you’ve broken down your average lead cost and factored in the number of platforms you want to be on.

Structure

When it comes to structuring, you need to consider a couple of things:

A video ad is one of the best ways to get people in your funnel. It’s also among the cheapest. 

You should structure lead generation campaigns for different audiences. You could run a campaign for a cold audience and then a look-alike audience before moving into a detailed targeting approach.

Also, do some split testing. Use the same copy but split test a video ad with an image ad and check the results. Once you have your winner, you can go into a different copy and do another split test.

The idea is that you want to launch a campaign with a couple of different ads in your initial campaign. This will give you enough data to know what’s more efficient and worth keeping.

So, remember that budgeting and structure are two keys to creating more engaging and effective ad campaigns for your agency.