Biggest Marketing Agency Red Flags to Watch Out For!

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The last red flag that I continuously

see is that nobody, that's a small

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agency managed to adjust to, the iOS 14.

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5 update.

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I just see so many agencies

not understanding M.

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E.

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R., not understanding tracking.

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I talk to a guy that's I'm a

professional at this and that,

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and he's man, not a single UTM.

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Anywhere.

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Or, for example, exclusions.

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That's the one thing that you

continuously see everywhere.

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People running campaigns that, work

for three days and then they die.

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And I'm like, of course when you

start hitting the same people and

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over again, because the agency doesn't

understand how the algorithm works.

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I just, one of the agencies that

contacted me through you, Ralph,

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that was actually the company

we talked about, Frieda Rotman.

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their current agency is just launching

every goddamn day, a new campaign because

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it works for three days and then it dies.

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So they're just restarting.

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And that's what they said

to me yesterday on the call.

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And I still can't believe

they told me that.

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Unbelievable.

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don't know why that is, so what was your

diagnosis on that one in particular?

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We're launching a brand new

campaign every three days.

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Cause after three days it dies.

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Exclusions.

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If you don't have exclusions for

purchasers, websites, visitors, or

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anything else, what's going to happen

is that the algorithm is going to focus

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to the highest chance of conversion,

also known as lowest hanging fruit.

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So what's going to happen is it's going

to continuously start hitting the people

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that reacted at the start of the campaign.

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it's basically going to end up being

some kind of weird remarketing campaign.

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And I saw campaigns that are like wide or

broad campaigns that have five frequency.

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And I'm like, this is not broad, dude.

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Just because you didn't add.

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A remarketing audience doesn't

mean that the algorithm is

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going to listen to your wishes.

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All right.

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So let's break that down for a second.

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Cause that's what you

bring up a huge point.

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So you're talking about

broad audience targeting.

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So depending on where you're

at, this might be an audience of

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200, 300 million, maybe a hundred

million, like big audiences.

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Correct.

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And so these guys are launching ads and

here's something for you to look out for.

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And I'm talking to my directors of

marketing, my VPs of marketing and even

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the media buyers is if your agency has

this going on, this is a huge red flag.

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Because all they're doing is spoon

feeding you back results, and probably

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those results look pretty good.

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But the fact that they have to swap out

every three days means that in a broad

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audience, all the algorithm is doing is

going out and finding the people who have

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previously bought from you, previously

opted in, previously landed on your

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page, the warmest traffic possible.

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And that's why when we talk about our

ACC model, the awareness consideration

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conversion model, which is much broader,

where you're actually expanding the

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market through top of funnel content,

you can expand your audiences inside

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those broad audiences by getting

more potential conversion audiences.

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But the key to all this is the exclusions.

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Is excluding everybody who knows

anything about whatever you've ever done.

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And that could be page views.

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that could be Instagram page visitors.

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That could be people who have

engaged with your videos.

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That could be custom audiences who

have landed on your pages as leads.

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This is buyers all time.

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You got to take them out of your audience.

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It's not perfect because they always

Facebook, especially will find people

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who are familiar with your brand in

some way that you haven't excluded.

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it, the algorithm is that smart, but if

you're not doing that as a base level

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and Every single growth plan we ever have

done, and you probably see this as well,

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Ivan, is that the previous agency has all

those audiences mashed in together and

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they're getting, Oh, look at my row ass.

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I'm getting a six X row ass.

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We just did a, strategic growth

plan for a client who ended

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up going with another agency.

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I don't know why, cause they're idiots.

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But the point is like their current

agency was getting a six X row ass.

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your first couple of weeks with us, you're

probably going to get down to a two.

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They're like, Oh my God,

how is that possible?

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I'm like, it's because they're

selling to your preexisting clients.

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Like we're going to pull out

all those people and actually

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start selling to new customers.

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And it's going to be painful

for your first month.

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Okay, what do you mean my first month

in my first two months, you guys

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aren't going to be getting me results.

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I'm like, yeah, that's the way that

it works in new customer acquisition

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because we have to rebuild everything

from scratch and undo what your agency

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was doing prior to this or your team.

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Now I'm ranting.

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But at the very least, if you're not

doing exclusions, it's a major red flag.

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Agree.

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Disagree.

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Ivan one million percent.

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We don't normally get Ralph this

riled up, it pisses me off because

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there's 42, 000 agencies out there,

guys, and most of them are shit.

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Just coming in their defense,

most of them are just Amateurs.

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Bad people.

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They're just like, it's a kid in

his basement who took a course

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or a guy who lost his job and is

trying to figure something out, and

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man, does my heart go out to him.

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But like I get it.

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don't tell people you can do stuff you

can't do, especially when, to a point

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that Ivan made during the prerecord,

like media buying used to be something

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you could learn in a weekend, truly.

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It's triple PhD now.

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You can't step up and be like,

yeah, I can do heart surgery.

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that's murder.

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I'll do a weekend class

on, yeah, thoracic surgery.

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Yeah, that's fine.

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I could do that.

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So it's just gotten so much more complex,

but the educators in the space and

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the narrative that we've sold doesn't,

hasn't necessarily caught up to that.

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The barrier to entry is less than zero.

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And a guy once that I met at a conference,

literally it was three months ago, is

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this, that met a performance summit.

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So like he came up to me,

he's I hadn't met him.

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He's heard me talking to somebody else.

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at that point in time, he hadn't

really watched any of our YouTube

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videos, but he recognized who I was.

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He's like, Hey, you're Ralph

Burns from perpetual traffic.

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I'm like, yeah.

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He's thank you so much.

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you're the podcast that has

launched a thousand agencies.

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we're partially responsible for it, Modern

Facebook agent was is tier 11 template.

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it's me, Kurt Molle.

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I don't know what he's doing these days.

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I haven't talked to him in a while.

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And Jason Horning.

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it was the three of us.

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I will give joint credit to, we were

the first three Facebook And now

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everybody thinks they can do it.

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But, the point of this is that's fine

because I think a lot of people have

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started agencies to escape the corporate

life and all the other sorts of things.

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that's fine.

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I get that.

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You gotta make ends meet.

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But, for a business owner?

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It means there's 40, 000 agencies out

there that absolutely suck because

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they do all this stuff and we see it

every single day, Ivan, you see it.

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I know we work awfully

very, very closely together.

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You're the one agency that we actually

work with where we're like, Hey,

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if you're a regional local or a

smaller business, Ivan's your guy.

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And come through us first and then

go to Ivan because you guys get it.

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But so few agencies do it.

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Same thing on the Google side.

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If somebody is coming, for really

high level Google strategy,

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we go to solutions eight.