So you’re ready to outsource your Facebook and Instagram advertising? Great!
Maybe you don’t have time to do it yourself or it just makes sense to hire an expert. Either way, now you need to decide who to trust with this important job.
Here are six things to think about before you hire a Facebook ads manager (or Instagram or LinkedIn ads manager!).
Big agency or independent ads strategist?
A big agency can seem appealing, with in-house designers and a whole team to run your ads. However, it can be an expensive option. Also how much attention will smaller clients get? Will you have a dedicated person who’ll get to know you and your business? You need to ask.
Hiring an independent ads strategist can often work out cheaper as they have lower overheads. Perhaps more importantly, they can provide a more personal service. A good ads manager will care about you and your business, and treat your money as if it were their own.
Are you the hands-on type? (Or do you just want to let go?)
Are you the ‘numbers at the end of the month’ type – wanting the freedom of handing over your ads to an expert, knowing it’s all done for you? Or maybe you’d like your ads manager to become part of your team, working with you and your staff to support you through the whole ads process?
You’re placing a lot of trust in this person, so make sure you feel comfortable with them and know how you’re going to work together.
When I work with clients I tend to take care of the whole process – that’s why they’ve hired me! As hardworking business owners, often clients would rather use their time to concentrate on the main focus of their business. Having said that, I’m happy to work on nurture-style packages, where I gradually hand things over to your team after a 3-6 month period, once things are tested, optimised and running well.
Do they know their stuff?
Is the ad specialist you’re talking to professionally trained? Did they come to ads via social media management and understand how the platforms work? Or did they learn on the job at an agency?
More importantly, in the constantly changing Facebook/Meta world, even the most experienced ad managers need to keep learning. Find out if they invest in a professional membership for ongoing updates and masterclasses and whether they are part of a network of experienced colleagues. Ask for case studies that show how they’ve worked with other clients and ask questions about them.
It is important to me to ensure I am always on top of all online advertising updates, policies & procedures. That’s why I invest in memberships and ongoing training, so that I can offer my clients the most up-to-date service and get the very best results. I have trained in Facebook & Instagram ads with the renowned experts ‘The Two Lauras’ from the Social Media Managers Hub, and am part of a fabulous network of the very best online advertisers, The Inner Hub. I am also Chartered Institute of Marketing (CIM) qualified and Google Certified.
Does this person specialise in your field? (And do you need them to?)
“Emma at Biscuit Communications provides a range of marketing support and communications for Abbeyfield South Downs. This includes organic social media, paid social advertising, Google Ads and monthly blog content. We are very pleased indeed with Emma’s proactive commitment and targeted approach.”
CEO, Abbeyfield South Downs
Depending on your goals, you might want to hire someone who specialises in lead generation, integrated strategy or list building. You might want someone with knowledge of housing, property or interior design, business services, print and design or home improvement.
But remember – what matters most is that they’re curious about your business and your market, and have in-depth knowledge of running ads.
If the sort of specialist experience you’re looking for is hard to find or comes with a hefty fee increase, be a little open-minded. All you really need them to specialise in is Facebook and Instagram ads!
Often, service businesses are focused on leads. You need an ads manager who understands what makes a good landing page and how to get people there, and can make sure your ads reach the people who are going to love your lead magnet.
What about strategy and budget?
A good ads manager knows that the route to results is through testing and will be quick on their feet when changes are needed. So while they’ll think and act strategically, they’ll develop the strategy according to the results.
Be wary of anyone who tells you their strategy before they’ve got to know your business. The same goes for budget – they’ll look at what you need to bring in to make a profit and advise from there. Generally, they’ll learn firm figures by spending time getting to know your business and testing ads. And don’t forget, management fees need to be factored in as well.
So bear in mind that for a fully managed ads service, packages start from £500pcm (plus ad spend) depending on your budget.
What you can afford to pay will depend on where you are on your own business journey, and a good ads manager will understand that. If costs mean that you need to look at alternatives to fully managed ads, ask about other services such as power hours or nurture packages to give you the help you need to run successful ads in-house.
I’d be happy to talk to you about this, so please contact me if that sounds like you.
What results can they guarantee?
This one is key. There are no guarantees. All a professional ads manager will guarantee is that your budget matters as much to them as it does to you, and that they will spend it wisely.
Running ads isn’t a magic fix – and anyone who tells you otherwise is not being completely honest. There are many moving parts to conversions, including your website, landing page(s) and sales process, and all will have an impact. Once ads are running you will have more data and information to determine which parts are working well and which may need help.
Let’s face it, if someone is going to spend your money for you, honesty is crucial. So the six steps above should help lead you to one top priority – an ads manager you can trust to do everything in their power to help your business grow.
So, are you ready to hire a Facebook ads manager?
So, are you ready to start running paid social ads? Or do you need some help getting set up? If you’d like help getting set up follow the link to Book a Free 20-minute Discovery Call so that we can figure out exactly what you need.
If you know that you want ads and are ready to go, chat with me about my fully managed ads service. Leave the whole process to me – I’ll create your ads, target your ideal audience, test, monitor and optimise your campaigns across Facebook, Instagram and/or LinkedIn.
Forget worrying about wasting your valuable budget and start generating new leads and sales! Get in touch today.
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