Guarding Your Digital Gates: How to Spot and Stop Marketing Scams
In the spirit of transparency and our commitment to educating clients on the intricacies of digital marketing, we must address a distressing trend: the unethical hijacking of digital assets by scammers. Small business owners, often with limited time and resources to fully understand the depths of digital marketing, are prime targets for these schemes.
Real-Life Red Flags and How to Spot Them
Consider this: a business owner partners with a marketing agency to build a new website. Time passes, and when the owner attempts to move their site or make substantial changes, they find they're locked out — the agency claims the process is too complex or simply impossible. This is not just uncooperative behavior; it's a deliberate ploy to maintain control. The truth is that transferring a website is a standard procedure, and refusal to do so is a massive red flag. Ownership should always remain with the business owner.
The Ad Account Illusion: Veiled Facebook Campaigns
Another deceptive practice involves Facebook ad accounts. An agency may run campaigns on behalf of a business but not provide full access to the account. They might offer up polished reports or even videos of the ad dashboard. Still, without direct access, business owners can't see the whole picture or assess the actual performance of their investments. It's essential to maintain ownership of your ad accounts to avoid a potential nightmare with Facebook or any other platform.
Or let's talk about Mike's gym. Mike decided to amp up his online advertising and outsourced his Facebook marketing. Months went by with beautiful reports and videos showcasing his ads' performance, but Mike never had direct access to his Facebook ad account. Why? Because the marketer wanted to maintain control and keep Mike in the dark.
I stepped in and uncovered that not only were the ads underperforming, but Mike was also locked out from the insights that could help him learn and grow his business. Always insist on full access to your ad accounts; anything less is unacceptable.
Failing to retain control over your ad account invites significant risks. Allowing a third party to manage your ads with a suboptimal quality score can tarnish your business's reputation. It is imperative not only to verify the quality score of any external service providers but also to ensure the ad account in use is one established initially by you, never let an agency use their own ad account. Granting permission for third parties to either create a new ad account under your name or utilize an existing account not initiated by you can jeopardize your control and oversight, thereby risking your online presence.
“Let me just state for the record that I have never hated agencies, and I know many good ones. I certainly don’t hate them now that I own one myself. But after managing dozens of agency relationships around the world for years, I truly believe that many companies make a big tactical error by trusting their agencies too much – especially when it comes to letting them own your stuff”
The issue of account quality (Account Overview - Recent Account Issues) cannot be overstated. I have encountered numerous cases where rectifying a compromised account quality was immensely challenging. Often, the severity of the situation is not recognized until irreversible damage occurs, leading to a permanent restriction on both personal profiles and business advertising capabilities. Facebook's AI operates with intricate scrutiny, making evasion through the creation of a new page futile. The platform's algorithms are adept at identifying and banning new pages based on previously used logos from permanently banned accounts.
Note: Facebook has discontinued using account quality as the term it is now referred to as account overview.
Safeguarding Your Digital Presence
To protect your business, take these proactive steps:
Ownership is Paramount: Ensure contracts specify that you retain ownership of your website and domain.
Full Access: Demand access to all marketing platforms, including Facebook ad accounts, Google Analytics, and others.
Education is Your Armor: Arm yourself with knowledge about the basics of digital marketing. It's the best defense against scams.
Stay tuned for more on this topic in upcoming blogs, where we'll dive deeper into the labyrinth of Facebook marketing and how to navigate it without getting trapped.
In the meantime, reach out if you've faced similar challenges or want to ensure you never do. At Media Pulse, we don't just advocate for ethical marketing; we practice it. We're here to empower you with knowledge and tools so you're never taken advantage of again.
Remember, while small businesses may be targets for digital marketing scams, you can navigate these threats successfully with vigilance and the right partner. Choose a partner who embodies ethical practices and champions your growth and success.
