Facebook ads have become incredibly popular. In the last year alone, the number of advertisers using Facebook has increased by 50%. There’s a reason for this. Using Facebook ads is one of the most proven, and most measurable, digital marketing strategies available at this moment. I’ve seen in my own experience as a copywriter how a Facebook campaign can net dramatic revenue increases. But I’ve also seen Facebook ads go very wrong. I’ve seen weak targeting, and poor choices in design and copy. I’ve seen a lot of money wasted.
Because of these failures, I’d personally advise anyone with a budget (even a smaller one) to hire an expert to manage their Facebook campaigns. It doesn’t have to be a full on agency; a freelancer with the right credentials can do a fantastic job. Here’s just a few of the reasons why you should NOT try and handle Facebook ads all by yourself.
One of the keys to great digital marketing is quick turnaround. You want to stay on top of trends and be able to produce timely content without any interruptions. Hiring someone to focus on your Facebook campaigns will ensure that process goes much more quickly.
If you’ve tried jumping into Facebook’s campaign platform before, you know it can be intimidating. There’s so many decisions you need to make right away. There’s information you might need that you’re not sure how to acquire. Giving your time to these daunting tasks can waste precious man hours and draw your focus away from your business.
Even worse than the intimidating interface within Facebook are the constant changes to it. Facebook regularly updates the interface, and while this can provide helpful tweaks, it also leads to many more opportunities for confusion. You may think you have everything figured out, only to see your options have switched, leaving you unsure of your strategy. Facebook experts are accustomed to these changes and can respond to them more readily.
All advertising requires some form of risk. At the end of the day, you will be spending money that you aren’t guaranteed a return on. A Facebook ads specialist has experience taking specific risks, which means they can mitigate them. They know which moves might cost thousands, and which are most likely to succeed. They can also give you more accurate estimates of how much risk you can expect to encounter with each strategic decision.
Even though advertising requires risks, it shouldn’t feel like gambling. However, that’s sometimes exactly how it does feel, as if you are tossing money around and just hoping something sticks. An expert can draw on their past experiences instead to make future calls.
Having someone focused on your Facebook strategy allows for more experimentation. They can try one thing, and then quickly pivot to another without getting discouraged or wasting too much money.
The nice thing about an expert is that not only have they worked on Facebook ads for a long time, they have also worked on campaigns for many different businesses. This allows them to bring their diverse knowledge to you: they know what works best in each type of advertising situation, and can tailor the strategy accordingly.
As mentioned above, these ads can be time consuming, especially when you don’t know what you’re doing. Hiring someone else frees up your time to focus on the things you do best. You’ll still check in and sign off on major decisions, but you won’t have to deal with the tedium.
An ads expert can not only help you with numbers management, but can also help you create a stellar campaign on the content side. They know the right questions to ask to get a feel for your audience and how they will interact with you on Facebook. They can also act as a gatekeeper for bad design or ineffective copy.
A lot of companies tend to divvy up responsibility on social media to anyone and everyone. But what that really means is that no one is taking complete responsibility. If your Facebook ad campaign is being run by you, your two assistants, one of your office copywriters, and your nephew who “knows a few tricks” then it isn’t being run by anyone. There should be someone whose sole focus is to manage your ads successfully.
Have you hired someone to manage your Facebook ads before? What was your experience?
Emily Bell has worked in digital marketing for seven years, tackling projects for a wide variety of tech and PR companies, as well as a few of Amazon’s top third-party sellers. Her work has appeared in Entrepreneur, Influencive, Addicted2Success, Forbes, and around the web.
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