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You might be hiring the wrong person or company to manage your Facebook ads.

What if I told you there were at least 5 different categories of companies or individuals to consider hiring to manage your ads  on Facebook’s ever changing platform?

If you’re looking for an agency or consultant that specializes in Facebook advertising, you need to understand the landscape and know who you’ll run into during your search.

This short guide will save you time, money, and frustration.

We’ve specialized in media buying on Facebook for close to two years and before that rode the wave of using Facebook’s viral mechanics to accelerate mobile user bases. We’ve been in the super affiliate forums, hired and fired oDesk & Elance contractors, have seen campaigns setup by digital agency campaign managers, and been blown away by social media agencies claiming they have a core competancy in social advertising.

That said, here’s a rundown of the different Facebook marketing companies and some recommendations based on your budget, type of company, and goals:

The Social Media Marketing Agency

Most (not all), but most social media agencies that focus on content creation and managing your social accounts are not focused on ROI – return on investment. They’re usually focused on building your audience, driving engagement, and increasing reach. These metrics and goals are fine, but if your goal is direct response, a social media agency would be a poor choice to rely on to grow your business through Facebook advertising.

Unfortunately most social media marketers usually consider paid Facebook marketing boosting posts, advertising your Facebook page for likes, or setting up some very basic newsfeed ads. They’re not using performance marketing tools to split test your ads, using custom audiences, and building funnels to capture and convert your ideal customers.

The Affiliate

I have nothing but love for the affiliate marketing community. There are some amazing resources and communities out there on the web like StackThatMoney & IMGrind where affiliate marketers are driving online marketing forward through high volume testing, new tactics, and strategies rooted in time tested direct response methods. Also, the best affiliates are profiting quite handsomely from their campaigns.

But, there are a couple different types of affiliates. You have n00b affiliates who hang out on the forums and don’t really launch many campaigns, and then you have super affiliates. Super affiliates are too busy managing thousands of dollars per day in their own traffic to talk about managing your campaigns. They rarely if ever take on client work because they’re focused on building a different type of business.

It’s risky to hire a n00b affiliate. Not all affiliates do this, but some beginners aren’t as familiar with the terms and conditions on the traffic networks and have a tendancy to push the envelope in the hopes of delivering faster results. I would tread lightly and make sure to ask for case studies and see if their clients are companies you’d like to be included with on a portfolio.

The oDesk or Elance Contractor

odeskThere are great contractors on Elance and oDesk. I’ve hired many freelancers from these sites and some of them do amazing work. Before Crush Campaigns was born, I worked with a client who discovered me on Elance and it turned into a five figure deal over the course of a couple months.

That said, it can be very difficult to find reliable Facebook marketers on oDesk or Elance. Due to the creativity involved in Facebook ads around the image, copy, and targeting, the contractor really has to think outside the box. It’s a bit different than running ads on other platforms.

Also, if you’re not experienced with hiring and managing contractors you may run into issues – time differences, language barriers, expectations around brand and quality are all a potential factor. I would not recommend looking for a low cost option in a 3rd world country for Facebook advertising – it won’t turn out pretty.

The Full Service Digital Agency

There are obviously great digital agencies out there providing killer results to their clients. Crush Campaigns functions as a full service agency with select clients. However, I’ve noticed that Facebook advertising is not a core competency among many broad spectrum digital marketing agencies. Facebook is just a different beast. It requires experience on the platform to understand the approach to drive a successful campaign.

If you know that Facebook is going to be central to your marketing strategy, make sure you ask plenty of questions about their experience on the platform: are they using custom audiences? Are they using Facebook remarketing? How are they tracking conversions? Do they have experience with direct response?

The Consultant / Boutique Agency

Finding a Facebook ads specialist that can integrate with the rest of your team or a boutique agency that lists social advertising as one of their specialties is usually the best bet for finding success with your Facebook marketing campaigns. Make sure that whoever you’re talking to has a focus on direct response if generating a positive ROI is your goal (hopefully it is).

Here’s a checklist of questions that you can use to vet your new customer acquisition partner:

What do you use to manage your client campaigns?

Find out if the consultant or agency is using 3rd party tools like Qwaya, Ampush, Nanigans or Facebook’s performance ads tool, Power Editor. If they’re not familiar with these = red flag.

How do you measure success?

Find out if they’re using the Facebook Conversion Pixel to tie purchases or leads back to their ads. If they’re using Google Analytics or something else that’s fine too, but make sure they’re breaking success down to the ad level.

How do you create your ad images?

I would take a look at their creative to make sure it’s quality design, but also conversion focused. Look for call to action buttons, image filters, and text overlays with good copy.

What elements of our ads will you be testing?

Ensure they’re testing images, audiences, copy, and ad placements.

Advertising a mobile application on Facebook? Ask the potential partner if they have experience tracking conversions on mobile and see if they can help you integrate the proper tracking tools if needed.

What blogs or resources do they use to keep up with changes on the platform?

Jon Loomer, Nanigans, Facebook’s announcements, Ampush and many more are good answers. Make sure they’re staying on top of new releases and features that you can take advantage of as they’re released.

Conclusion

In summary, pay close attention to who you’re hiring to manage your Facebook advertising. There are many different types of Facebook marketing companies and if you want the best – ensure you’re hiring one that truly specializes in social advertising. If you’d like to chat more about this post and learn more about how we create successful Facebook campaigns for our clients, click the schedule button below or leave a comment.

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Founder of CrushCampaigns

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Want to acquire more customers? Learn how our products and services can improve your lead generation, mobile, or e-commerce growth today.

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