Outsourcing your ads to a specialist Facebook ads strategist is a big leap to take.
So what difference will it make? And is it really worth the extra investment?
Well, if you want your ads to work harder for your business, the answer is a great big fat YES!
A professional, specialist ads strategist will make a difference in five very important ways:
1 They’ll save you time by doing the groundwork
A good ads strategist will put in the groundwork to set your ads up for success – saving you valuable time and money in the long run.
They’ll get to know you, your business, your goals and your ideal customer.
They’ll ask you about the lifetime value of a customer so that, together, you can set a realistic budget to bring in that business. No more wasting money!
Your ads manager will audit previous ads performance and look at how well your website and landing pages are converting. Could this part of the customer journey be improved?
The result? When they start to run and test ads, you’ll be on firm ground, making the process quicker, clearer and much, much cheaper!
Whilst onboarding a new client, I will go through a booking form and ad strategy workbook with them to find out as much information as I can. This information is vital to find out tone of voice, who their target audience is, what copy and creatives will need to be tested and also the objectives.
It is also an opportunity to clean up Business Manager and make sure that it is ready to run ads e.g. client has admin access, account hasn’t been compromised, two factor authentication setup, payment option applied.
2 They’ll find new customers
A good ads manager will put a lot of time and care into researching and building the right audiences for your ads.
First, they’ll look at ‘warm’ audiences – people who already know your products and services, such as your website visitors and people who connect with you on Facebook and Instagram.
Then they’ll create ‘prospecting’ audiences (people who are likely to be interested in your products or service) to seek out completely new customers, wherever they may be – sometimes in unexpected places!
But that’s not all…
3 They’ll bring back lost customers
Is there anything more frustrating for your business than an abandoned cart?
It can be soul destroying to know a customer got so close to buying your goods, then bottled out at the last minute.
But, with the help of a good ads manager, all is not lost.
They’ll retarget customers who leave precious goods languishing in their basket – and the ones who got to your landing page and didn’t sign up – and give them a good reason to take action.
In other words, they’ll round up lost customers and bring them back where they belong!
I have had great success in retargeting view content and add to carts, excluding purchases using a catalogue set ad, which shows the customer images that they previously viewed on your website. It’s a great way to trigger their memory and also finish the transaction where they left off.
4 They’ll make your ad budget go further
Facebook and Instagram ads are all about testing.
Your ads manager will test different images, headlines, copy and calls to action. They’ll also compare different audiences.
This enables them to find the most cost-effective ways of reaching the right people and getting them to take the actions you want them to take.
They’ll report back to you regularly so you know where your money is going and the impact it’s having.
Plus, they’ll cut through the Facebook fog and give you all the info you need in jargon-free language.
During QTR 4 of 2021 and the start of 2022, I was able to achieve a return on ad spend of x21 in November, x27 in December and x22 in January 2022. Not bad for a £20 daily ad spend.
5 They’ll know what to do if things go wrong (and when they go very right!)
So your ads are bringing in business – and then they stall. Or perhaps costs start to edge up. It can be a worrying time.
But fear not. Your ads strategist will be confident about troubleshooting these issues as they arise.
They’ll be able to diagnose a problem and fix it so that your money doesn’t disappear down the drain.
And what about when things go right? How do you make hay while the sun shines?
Your ads manager will know how to scale your ads for greater success – whether by increasing spend on the ads that work best or broadening the campaign to bring in a wider range of people.
And, of course, they’ll test everything they do at every stage, making sure they’re making the right decisions to get you the best value from your ad spend.
I am a founding member of the Inner Hub which is a membership for Social Media Manager. This group and it’s many resources allows me to keep up with trends/policies changes as well as discuss ad strategy with other like-minded ad strategists.
If these are the kind of differences you’d like to see in your business, let’s talk!