When choosing a Facebook PPC Agency there is more than meets the eye.
In this evaluation process, you should ask some important questions to discover what makes this prospective agency tick. Some questions may be obvious, and others may lie just below the surface. We have created this list of seven questions to help you choose between a stellar Facebook PPC Agency and one that you want to avoid. The difference is bound to represent a major disparity in the results of your Facebook advertising campaigns.
So without further adieu, let’s dig into what makes a Facebook PPC Agency great!
Question 1: Does your Facebook PPC Agency keep up with the latest Facebook Ads software/techniques?
When it comes to Facebook algorithms, tools and targeting, the game changes surprisingly often. Facebook will often add a new tool, remove a targeting capability, or beta test a new feature overnight (See What’s New with Ads Manager). These releases cannot be predicted, they can only be adapted to. When choosing a Facebook PPC Agency you will want to trust an agency that works in the tool every single day so that they will see updates as they become available.
It’s a good idea to ask the agency if they set aside a dedicated amount of time every week (say 1-2 hours per week) strictly for industry research (Here are some of our favourite sites: Wordstream, Neil Patel, AdEspresso, Social Media Examiner). Setting aside a dedicated time shows maturity in the agency, as they are committed to researching the latest tips and techniques to complement their service. The best PPC managers all do this!!
Question 2: Does your Facebook PPC Agency ask questions first?
Without a proper understanding of a business’s goals and needs, Facebook ads are useless. The result will be wasted spend and irrelevant conversions if a company’s business goals are not aligned with a larger digital strategy. This digital strategy must then be aligned with the tool that is Facebook ads.
It’s a top-down approach that requires a cohesive snapshot of the business goals as a whole. A smart and experienced Facebook PPC Agency will make sure the digital strategy even calls for Facebook Ads! There many other platforms and PPC options to explore when in this strategy phase. Maybe the campaign is really better suited for Google Adwords! (See when to use which platform). Facebook ads work well for some industries and for some campaigns, not for ALL. Anyone that tells you otherwise is just trying to sell you on their services.
Question 3: Does Your Facebook PPC Agency Know your Target Market?
There are a million ways to splice and dice Facebook targeting. It is crucial that the agency you choose understands your target demographics and psychographics to a “T”. Experience and comprehensive knowledge of segmenting different target personas on Facebook are what you want to look for.
Trust an agency with a track record in a specific industry, and of course for delivering results within that industry. Chances are an agency matching this description may already have the secret sauce (targeting mix) figured out!
Question 4: Does Your Facebook PPC Agency Value Vanity Metrics?
Vanity metrics are often defined as impressions, likes, page views, video watches, engagement, and even clicks. These are feel-good metrics that some agencies try to pawn off as important. They are not! They do not help the bottom line of a company. Look for an agency that optimizes based on CONVERSIONS. It is important to first define your key conversion metrics (KPI’s) and then optimize towards those markers. (See a free tool to grade your FB ads performance here!)
Optimizing based on what is being clicked can get you into many issues down the road. Don’t trust agencies pad their stats with feel-good metrics, and don’t spend your money on campaigns that aren’t bringing dollars in the door for your company. Always ask, where is the ROI?
Question 5: Is your Facebook PPC Agency experienced in multiple marketing disciplines?
To be successful using Facebook Ads requires more than just knowledge in the realm of PPC. If an agency has multiple specialized business units, it allows the agency to synergistically come up with solutions to client’s problems.
- An understanding of SEO helps in determining key language and phrases to use in your ad campaigns
- An understanding of copywriting makes your ads more compelling and clickable
- A skilled designer can make a huge difference in terms of designing striking imagery
- A skilled videographer can make captivating videos that have the potential to go viral and be shared by thousands of people thereby giving you free exposure
The point is, a well-rounded agency can benefit your Facebook Ads campaigns in more ways than one. Look for an agency that is proficient in multiple verticals as it can further your success.
Question 6: Is your Facebook PPC Agency hands-on in their approach?
Facebook ads require continuous management and fine-tuning. Careful monitoring and analysis of the analytics can really make the difference between a successful and an unsuccessful campaign. It’s important that your Facebook PPC Agency is hands-on in their approach, and optimizes the ads in the account on a very regular basis. Optimization daily would be best! Some of our favourite tools include AdEspresso, SuperMetrics, and Cyfe.
It is also good if your PPC manager is proactive, and wants to test new features and campaigns. Having a Facebook PPC Agency that takes your success into their own hands is what you ultimately want. There are many nuances in running Facebook ads campaigns so having a depth of experience and a dedicated account manager is crucial to driving results.
Question 7: Is your Facebook PPC Agency open and transparent?
The last (but not certainly not least) factor that is often overlooked when employing an agency is open communication and a strong sense of accountability. Your company should enjoy working with the agency and be on the same team when it comes to pushing the ball forward. Get alignment but allow your agency to bring its expertise to the game. Allow your agency to test new techniques and new campaigns to push the results further.
As a client, don’t be quick to judge, but rather trust the process of continuous improvement which can spell unsuccessful campaigns at times. This open, clear and trusting style of work is both the responsibility of the agency and the client. Are you doing your part to make your relationship with the agency successful?
In closing, choose an agency that is going to set you up for success. Do your due diligence when choosing a Facebook PPC Agency, as there are hidden factors that when considered, could, in fact, translate into impressive results. As an agency that has run hundreds of campaigns for clients, we have seen the good, bad and the odd (ask us about some of the designs that we’ve tested and surprised to see results with!) first hand.
Choose a Facebook PPC Agency that is experienced, hands-on, multi-talented, accountable and great to work with! Best of luck in your search and if you want to consider us, please feel free to reach out to us for more information on our Facebook PPC services.
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