Friday, April 15, 2011

6 Reasons you should outsource your Facebook advertising

Facebook advertising is made so easy, that practically anyone can setup an ad. Interestingly enough, you don't even need artwork as your logo and a couple lines of text are merely enough to get you started. You go on and kick off your Facebook campaign, a certain time later, you are happy to have achieved a beautiful number of impressions, slightly less clicks and slightly less actions (# of followers).

You are surprised a little bit later, that your friend, who has outsourced this campaign, has achieved higher numbers (on all front) with the same budget you did. So what did you miss out on?

Here are 6 Reasons you should outsource your Facebook advertising:

1. Time and Spending: Your campaign might be bound by a short time limit, and Facebook hasn't credited you enough trust yet to allow you to spend as much as you want. For example, you would like to spend $1,000 on a 3 days campaign, yet your daily limit is still $50. Digital Agencies on the other hand have ran multiple previous campaign that has allowed Facebook to gain trust in them, and further increase their daily spending limit.

2. CPC Optimization: The Digital Agency will actively work on multiple ads simultaneously targeting various segments, or the same segments but in a different manner, allowing them to optimize the CPC, plain and simple: cut the expensive ads, and keep the cheap ones running. This is an exercise that can be done twice a day. Creating new ads on a daily basis need accessible designers and talented copywriters that would grab the attention span within that small area allocated to your ad (YES, your logo is NOT enough for your ad).

3. Reporting, Conversion and ROI: The Facebook reports are beautiful, they practically cover everything you need to measure and make you feel proud. NO THEY DON'T. 
What you actually need to measure from your ad performance is its impact on your wall (The %Feedback and %Social), on your daily views, tab views, how many followers joined your page and remained active VS. the ones that liked your page, and became dormant. You need to measure the impact of the ad on your website and other digital medium. Such reports would allow you to create a benchmark for your next and future campaigns.

4. Money: Digital Agencies do not seek profit out of advertising (Not to confuse digital agencies with media buying businesses), they are handling ads merely to increase the engagement on your Facebook page, to support a campaign or to create a snowball effect, which is part of a longer term strategy that you are paying for. Typically any digital agency would charge a small % on top of the budget allocated for ads to cover: The management fee, the credit card charges and the time spent on generating the reports. This small % is nothing compared to the time you would spend on it, while you should be doing something else.

5. Experience: No matter how you deal with it, digital agencies have done that same job much more often than you did; Which allowed them to get a better insight on targeting, ad bids and textual/visual content

6. Experience (Again): This time it is about the user experience and managing the whole digital medium. Users clicking on ads need to be kept interested, and this is done by creating the appropriate content, landing page (before/after LIKE), necessary tabs for explanations, matching your other digital mediums with the ad (Twitter, website, blog, LinkedIn...etc..)

In a nutshell, you can still do all of the above wonderfully, but unless you have a full fledged team that is handling your digital activities, you should outsource this and spend your time on something that is more beneficial for your business. (And companies that have built a digital entity within their organizational chart can be counted on your fingers - in Saudi Arabia that is).

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