“5 Minutes With” Brennan Mack from Agency Y

Each week on “5 Minutes With,” our hosts talk to media experts. Today, Wes Benwick sits down with Brennan Mack from DFO Agency Y. Agency Y is one of the fastest-growing ad agencies in the world. They specialize in Facebook Advertising, Native Ads, Conversion Rate Optimization and Digital Advertising consulting for SMB’s and Fortune 500 companies alike.

Company: DFO Agency Y

Website Address: https://www.agencyy.com/

Interviewee: Brennan Mack

What is DFO Agency Y?

So with Agency Y, our number one question is why. That’s what we’re trying to solve. We’re trying to figure out how to achieve our client’s goals by asking that question. If you think about it as a formula, why is our variable. We do so much testing that’s so integral to everything that we do and why is the question that we ask and the variable that we use.


What does testing really mean to you. Are we talking about testing the message and the content beforehand, testing during testing the results after, like how do you break that down?

 Absolutely, it is very scientific and I’m glad you brought that up. So you know we have a lot of what we call best practices and what we know generally works in terms of copy, in terms of images, in terms of content, in terms of flow, in terms of final. And so we start with what we know is a good basis. However, there is no perfect fit for everyone. For whatever offer, whether it’s e-commerce or something else, we know that whatever we start off with it’s not going to be the most optimal. That’s just not how it works. So you have to test everything. You really can’t assume that whatever you’re starting with is the perfect solution.


So let’s talk about the rest of the why, the actual results tracking, that’s near and dear to my heart. So that’s everything beyond the actual ad performance itself and who it is reaching and the impressions and the number of clicks. It’s the actual conversion ratio. How do you guys track that currently and absolute results?

We many if not all of us here an agency are coming from a marketing background. So we have a strong focus in terms of setting client expectations in terms of roles, in terms of whatever cost per acquisition that we set for the client. We make sure we understand our clients margins and we make sure what is going to be profitable for the client and set those goals very clearly, very early in the process so that we make sure we are achieving those clients goals. The worst thing you can ever do when you’re getting a client is not really have them be clear what their goals are. You’re just never going to create a good relationship that way.

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