Choosing the Right White label PPC Partner


White label is so popular in the digital space, making it possible for digital agencies to take more projects from clients and still deliver promising results. How it works:

  • A digital agency partners with a a third-party management provider that offers additional services that the digital agency does not offer to their clients.

There are different reasons to why digital agencies cannot provide the extra services. It could be that they do not have the expertise for the services.

They might know some of the basics, but knowing the basics is simply not enough, because no client (even the least demanding clients) will accept mediocre results. Furthermore, working on something of which they are not experts will be a waste of time.

There are agencies who are good at these additional services, yet they are forced to outsource the work to third-party companies due to lack of manpower.

Lack of knowledge or manpower does not deter digital agencies from offering additional services that can give more value to their customers, and help them make more money. Plus, their ability to offer these additional services will also improve their portfolios.

So if your digital agency can do SEO but not PPC, then go get someone who can do PPC for you.

If you already work with a white label PPC partner, you should already know by now that white label partnership is the way to go. But what if you are just getting started?

The crucial part about it is getting the right white label PPC partner. Who you work with will have a great impact on your business.

Sure, no one has to know about the people who do all the “heavy-lifting” for you, but that also means that your clients will think that you are the one who is doing all the work all along. And if you screw up, your reputation is on the line.

That said, it is critically important that you partner with a reliable and skillful PPC agency.

Choosing the Right White Label PPC Partner

You might have thought of hiring a contractor before, but a white label PPC partner is always a better choice, in our opinion. Of course, there is no right or wrong answer to this question because there is a lot of grey area. Really, it depends on the situation.

But one thing for sure is that the options are different and they will offer different outcomes for your business. Again, it depends on the situation.

Therefore, it is crucial that you make the right choice for every different situation.

Before deciding on who to partner with in your business, there are certain aspects to consider: availability, reliability, context, price, service levels, white label PPC tools, insights and scaling.

Availability

What makes a white label PPC agency better than a contractor or freelancer is their availability.

When you hire a contractor, they are likely to be busy all the time, hence may not always be available for you. You may or may not be able to give them more than the work that they are already working on for you. Chances are they are also working with several other clients.

So a white label PPC agency will be better for you if you have big volume of work to complete.

Then again, some white label agencies, regardless of their size, can be just as busy as contractors or freelancers. They also need to catch up with deadlines for several other clients.

So it is very important for you to set your expectations and be clear about them when discussing about your partnership with a white label PPC partner. Make sure that they will be able to take the job loads that you are giving them and still be able to attend to your needs and concerns along the way.

Reliability

When it comes to work consistency, a white label agency is likely to be more efficient than an individual contractor since they work in a team rather than running a one-man show. While a contractor might get sick, take a holiday or have a last-minute emergency to attend to, a white label agency is likely to have holidays, medical or emergency leaves covered.

Even if someone is on holiday, it will not disrupt the company’s business hours.You can be rest assured that the work will still get delivered.

When discussing about your partnership with a white label PPC partner, ask them more about how they operate, the number of employees they have, how long does it normally take for them to complete a specific task, how much money do their clients normally spend with them, etc.

Context

Another important aspect to consider when choosing the right white label PPC partner is context. How experienced is the white label PPC agency of your choice? Does the agency have a lot of experience in what it does? How many clients have it served over the course of its years of service in the industry? Do the agency’s clients come from different industries?

It is important to know all these as they will give you better understanding about the agency you will be working with. An agency that has worked with many different clients from the same sector is likely to give excellent outcomes since it has more experience.

Price

If you are on a low budget, then perhaps you should hire a contractor instead of a white label agency. If you do not have high volume of work, then you do not necessarily need to get help from a white label agency, either. You can always find a contractor with cheaper rates on sites like Upwork or Fiverr.

But working with a contractor does not always promise good outcomes. You might come across problems like language barriers, time-zone differences, lack of reviews (to justify that they are really capable of delivering the work quality you expect) and so on.

Furthermore, contractors with cheaper rates do not always have reporting tools crucial to your client deliverables. On the other hand, a white label PPC agency will have all the reporting tools needed for your reports.

Ask yourself:

  • Are you willing to spend more money for better quality of work?
  • Is the price given by the white label agency of your choice the best out there, or worth paying for?

Yes, hiring a white label agency is more costly than a contractor, but you can still find a white label agency that can offer you satisfactory results at a reasonable price. An expensive service does not always equal to good quality outcomes.

Service Levels

Like contractors, white label agencies have more than one client. Unlike contractors, white label agencies are typically busier at work since they usually deal with much more clients.

That explains why it is normal to send an email to a white label agency today and only get a response hours later, or even on the next day.

Contractors, if they are not very occupied, will reply you quicker, if not, at instance.

So make sure you raise this topic if it is going to be a concern to you. That way both you and your white label PPC partner will be able to manage your expectations.

White Label PPC Tools

While most white label agencies have their own PPC tools (tracking software, analytics reporting platform, etc.), some may require you to provide them with the tools. When discussing about your partnership, ask the white label agency of your choice more details about this. It will help you a lot when comparing the rates offered out there.

If you are not careful, you might find your costs to be more expensive than expected. If possible, partner with a white label PPC agency that has all the tools covered in one reasonably priced package.

Insights

A contractor usually works alone and because of that, the quality control is not always managed at its best. A white label agency, on the other hand, typically has multiple experts overseeing  a campaign, hence provides extra eyes for checking and feedback purposes.

Ask the white label agency of your choice about its employees and more details about its experience in the industry.

Scaling

All companies will want to expand their businesses at some point. If you have plans for scaling your business, then you need to make sure that you have the capability to leverage your business and improve customer loyalty by continuously fulfilling their needs on time and giving them the quality they expect.

Hiring a contractor to help you out with your workload is not sustainable in the long run because you might fill them up to capacity, therefore you will not be able to get more work done in a timely manner due to lack of manpower.

Yes, you can always hire another contractor, but you need to know that the work quality will not always be the same as the one delivered by another contractor. Different contractors also have different work styles.

You do not have to worry about any of these when you partner with a white label agency. It is safe to add more clients as you need to, because a white label agency will be able to provide you with both the manpower and skills that you need.

Make sure you get an assurance from your white label PPC partner that they will be able to cater to your increasing needs from time to time. Confirm with them if it is alright to add as many customers from time to time.

In the end, there is nothing right or wrong about choosing between a contractor or a white label agency because it really depends on your needs and end goals. You can always start with hiring a contractor and later advance towards hiring a white label PPC partner when it is finally time to make the switch.

When Working with a White Label Agency, the Last Thing You Want is Getting Ripped Off

When choosing the right white label PPC partner, you need to be extra careful to ensure that you do not land on a bad deal. A bad deal is one that costs too much money and robs all the profits. The worst is the deal that makes you spend more than what you earn just so you could keep your client. Do not fall into this trap.

When you outsource your work to a white label PPC partner, you need to be clear about the things your partner is willing to do for you. Is your partner going to do marketing for you? If yes, is that inclusive of the price you are paying for? And will your partner be able to properly handle your clients or conduct meetings if necessary?

Also, ask your partner about monthly fees as white label agencies usually charge monthly fees to their partners. Even if you find an agency that will not charge you monthly fees, you might end up paying them a little extra on other things. Many white label companies will also require you to pay upfront fees.

If monthly or upfront fees are a concern to you, get the companies to explain to you why such fees are necessary, or if you could get cheaper fees. As usual, keep looking until you stumble upon the best deal.

Use LinkedIn and Reviews

LinkedIn is a wonderful space for professionals to find each other.

Use it to your advantage and find the right white label PPC partner there. Go to the search bar at the top page of the website and enter a keyword like White Label PPC or Conversion Rate Optimisation.

You will see posts shared by other professionals on LinkedIn. Browse through these posts and hunt for white label agencies that are potentially promoting themselves there. Once you find them, take a look at the LinkedIn profiles of their employees.

One of these employees could be the person-in-charge to scout for new businesses. To identify them, you could install a chrome extension called Hunter. Once you have it installed, an orange Hunter button will appear. The button will help you get the person’s email address. Then, reach out to the person and negotiate your deal.

If you have found an agency you like, get more details about it. Look for reviews online. Some companies actually disable their rating section, so this will make it a little bit difficult for you to know what others say about them. This automatically raises a red flag. Be careful.

But you can always get around the problem by simply asking white label customers about their input.

Do you find this article helpful? We hope so. And we wish you all the best in choosing the right white label PPC partner!

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7 Ways to Use Custom Audience to Scale Your E-commerce


A custom audience is critically important to any e-commerce business there is out there. The term custom audience refers to a type of remarketing list, created by one’s customer data in order to create better user segments.

If you have not explored this marketing strategy yet, now is the time to get to know about it.

Let’s dive in!

Understanding Custom Audience

You create a custom audience when you want to remarket to existing prospects and it is usually done through your data management provider (DMP). Using the data you have, you can target your Facebook ads to the audience groups you have created.

The people listed on your custom audience are people from your customer file or people tracked by the Facebook pixel. These people may have visited your website, app or Facebook, or purchase something from you.

Of course, before someone becomes a customer, they may have to go through several steps first, like visiting your website or business page, asking questions, maybe even sign up for a free trial.

When you use custom audience, you basically know who your customers are and with the data you have, you observe their behaviors. By observing them, you gradually understand their needs better.

Take advantage of your custom audience and use it to scale your business. But first, you need to know how to use them at its best. In this article, we have compiled 7 ways to use custom audience to scale your e-commerce.

Use custom audience to help you:

1. Remarket to Existing Audience

It is true that social ad campaigns are an integral part of any marketing effort, but do not rely solely on them.You must not forget about the audience you already have.

We are not saying that you should focus less on creating leads. While you create new leads, stay engaged with your customers and try to get them into your remarketing funnel. To do that, you need organic traction and engagement.

But how do you get them to be interested with you the organic way? Well, use a spokesperson — like a social influencer.

You can find tonnes of social influencers on YouTube, Instagram and Twitter. Many of these influencers are bloggers, vloggers, event speakers, artists or models. Reach out to them and let them help you spread the message about your products or services.

2. Find Social Influencers That Will Represent Your Voice

Social influencers tend to have huge followings on social platforms, with many of them having tens of thousands followers on sites like Twitter, Facebook, YouTube and Instagram. Get in touch with these influencers and ask them if they would like to add you to their shoutouts. Their services come with a price, of course.

Why social influencers?

Ask yourself if you have ever relied on reviews or testimonials to help you decide whether or not you should buy something, especially if it is sold over the Internet. You surely have.

That is because most people tend to trust mouth-to-mouth recommendations or referrals. While most of us are influenced by our peers, some are highly influenced by endorsements from celebrities and non-celebrity bloggers.

We suggest you go for social influencers who have more than 10,000 followers. The number alone will not be suffice to justify your choice of influencers. You must make sure that they have good engagement with their followers, too. It is pointless to hire someone with a huge following, yet their social engagement is rather passive.

The best thing about working with social influencers is that you will have the opportunities to have your brand mentioned to hundreds of thousands — if not millions — of people who follow them.

Get these influencers to talk about you more often so that within time, people will be familiar with your name, hence visit your page to learn more about you.

To find the right influencer for you, you can try use a tool like Lumanu that will show the audience data that a social influencer already has. The tool will help you find out about the age, gender and location of the social influencer’s audience.

If you already have a social influencer that you are currently working with,  then you can use the Facebook custom audiences, which work for Facebook, Instagram and blogs. Ask your influencer to create one using their existing audience and share it with your ad account.

3. Do Cross-Channel Marketing

Once you have a social influencer whom you will be working with in your next ad campaign, you can start working on your ideas on how to make your ad campaign successful.

How are you going to spread your message? Which platforms do you want your content to appear? Where will you put the links for people to click on if they want to learn more about your brand? Who are your target audience?

Many companies use Instagram social influencers to do this for them. These influencers will share their contents to multiple platforms. For example, a company hires a social influencer to post a teaser video to their Instagram.

The social influencer’s viewers are then led to the company’s YouTube channel where they will be able to see the full video. This will increase the company’s YouTube views, hence give their brand more social exposure.

A win-win situation for both the brand and social influencer. Are you going to do the same, too?

4. Reward Your Social Influencers and Their Followers

Now that you know how to use social influencers to share your influence to the mass of their followers, it is time to figure out how you can keep them to stay interested. The answer is to use incentives. To do this, you may need to be as creative as possible with your remarketing and retargeting efforts.

Try using coupons that your social influencers can offer to their followers. Everybody could use a good discount! If you have a couple of influencers, you need to a create a unique link for each of them so you can track their results. This will also help you identify what works and what doesn’t.

When giving out to your social influencers’ followers, you need to make sure that these people fall under your target audience. What you are giving them have to be relevant to their interests.

5. Create Multi-Product Ads

One of the best things you can do on Instagram in order to market your products to more people is by using multi-product ads. Using your custom audience, you can show the people who have visited your site some of the products you offer that they have recently viewed.

These ads do not just show the things they have personally viewed, but also similar items they might be interested in.

What’s good about multi-product ads is that it gives customers more options to choose from, hence increase the chance of conversions. These ads are usually relevant to customers and the more relevant the ads, the greater chance you have of getting people to become paying customers.

Do multi-product ads work? Yes, they do! If done right, they will increase your click-through-rate (CTR) and reduce your cost-per-click (CPC) as a result of better engagement.

Set them now if you haven’t. You can use the Power Editor to set them up.

6. Find New Customers with Lookalike Audiences

When you are marketing with Facebook, Facebook will help you find people who are similar to your existing customers. Using your customers’ behaviors and characteristics, Facebook will suggest you to people who resemble those who have visited your site or buy from you before so you can later advertise to these new groups of people who are likely to be interested in your products.

To create lookalike audiences, you need to have a custom audience first. Your lookalike audiences will be based on it. Optionally, you can just use your Facebook fans or the data you get from the conversion-tracking pixel.

Lookalike audiences will use Facebook’s algorithm to find Facebook users who have similar demographic characteristics and interests as your existing customers.

7. Encourage Your Customers to Join Your Social Circle

Let’s be clear with one thing: not all customers are going to be your Facebook fan. Even if they are, they might not be on every social platform you have.

If you are looking to grow your Instagram, then you need to get your existing fans or followers on channels other than Instagram to follow you there. A custom audience can help you reach that goal.

Let’s just say you want to get your customers to follow you on Facebook (because you notice that they haven’t!). This is how you convert them into becoming one:

  • Upload your customer list to the Custom Audience Tool and target them using relevant Page Like ads. Just make sure you don’t include current fans or else it will be weird!

Why does it matter to have them in your social circle?

When you have more fans or followers, it gives people who don’t know you yet more trust in your brand. They might be thinking “Hey, this brand has a huge following. It must be legit.” It will also strengthen your relationship with them.

You can convince them to be part of your social circle with a promise that:

  • They will not miss out on any discounts. (Again, everybody could use a good discount!)
  • You will be giving giveaways every now and then. (Who doesn’t like freebies?)
  • There are upcoming contests for them to participate where they will stand a chance to win cool prizes.
  • You will be able to attend to their inquiries quicker via social media.

Give your customers a reason to be actively in touch with you on social media. Just make sure you lift up to your promises.

Do you find this article helpful? Let us know if you have other strategies that have worked for you! Lisa is a Facebook Ads Specialist at Dojolab.co , an Facebook Ad and Adwords Agency  

How To Scale Your Business Using Facebook Ads Strategies And Funnels

Facebook and Instagram ads can be a powerful tool for scaling an e-commerce store. Notice I said scaling and not growing. There are a few distinct and common differences I see with brands that have success with Facebook and Instagram ads. The purpose of this article is educate you on when you are ready to scale with Facebook and Instagram ads and why trying too early can leave you feeling like this strategy doesn’t work.

You Are Currently Making Sales On Your Site

This is important for a couple of reasons. First, you need to be making sales on your site before running Facebook and Instagram ads because you need a product to market fit. What does that mean? Well, is there a market for what you are selling? Do people want it and are they willing to pay an appropriate price for it? Second, making sales and knowing who those sales came from will help inform targeting on Facebook and Instagram. For example, is it primarily health and wellness-conscious moms that buy your product? Or is it women who are in their 30s, practice yoga, drink green juice and are a DINK (Dual Income No Kids) or a PANK (Professional Aunt No Kids)? These are just example but the answer to these questions will impact creative, copy and messaging and targeting. If you don’t know who buys your products yet or if there is even a market for your products, then you will likely waste a lot of money with Facebook and Instagram ads.

You Have Multiple Sources of Traffic

Sometimes you will hear agencies, advertising apps or ‘gurus’ in the space throw around numbers like 10 times Return on Ad Spend or 20 times Return on Ad Spend. I can almost guarantee you that they are referring to the return generated from retargeting ads. Facebook and Instagram offers e-commerce stores a massive platform and powerful strategy for retargeting people who have interacted with your store and brand in different ways. It’s in retargeting that you can see an impressive Return on Ad Spend and scoop up what otherwise would have been lost sales. So, if you have a healthy amount of traffic from multiple sources to re-target it makes your store prime for a retargeting strategy. Where might these traffic sources be coming from? Some common ones we see with clients in the agency is Influencers, organic traffic from Facebook and Instagram and Google Adwords.

You Have a Clear & Distinct Boutique Lifestyle Brand

This helps you stand out from the Macy’s, Ulta’s and Target’s of the online advertising world. Lifestyle brands have a strong philosophy, specific set of values and distinct style that come from a specific individual. As an example, for half a century, Ralph Lauren has embodied a lifestyle of American aristocracy, sophistication and refinement. You want to have a clear set of values, style and philosophy that resonates with and excites your target market. By branding yourself this way, you also set yourself up to charge more for products and have higher profit margins.

What Does This Mean For You?

To be honest, Facebook and Instagram is not the cheapest source of traffic out there. I don’t foresee these platforms being ideal to sell cheap t-shirts and jewelry for much longer. Which is why it’s critical you meet the criteria above. If you don’t, it’s ok. Take some time to set things in motion so in six months you do meet the criteria. Reach out to influencers, start consistently posting on Instagram and Facebook and focus on your branding and messaging. What is your brand philosophy and values? How can you get that across in your messaging?

If you do meet the criteria above, great! You are ready to implement a Facebook and Instagram Ads strategy. My recommendation would be to partner with an agency that specializes in e-commerce. You also want an agency that is going to drive traffic to your site from Facebook and Instagram but also has a robust retargeting strategy for all of your traffic! This really is key to success.

Furthermore, you want an agency that knows how to get you results like the back of their hand. If someone comes to our agency and they are looking for lead generation or need lead generation, I refer them to another agency. It would be a waste of their money and both of our time for my agency to implement a lead generation funnel. Why? Well, it’s not in our wheelhouse of expertise and I’m ok with saying that. On the other hand, when an e-commerce entrepreneur comes to us and wants to go from $10k to $100k per month, has their supply chain dialed in and is looking to build a lifestyle brand then I know without a doubt we can help them. How do I know? It’s literally all we do at the agency. All day, every day. It’s what we eat, live and breathe. Now that’s what you want in an agency.