Today I am writing to tell you that if you are a small business owner dabbling in Facebook ads, stop wasting your money doing it yourself! Facebook ads are one of the best (and most affordable) ways to advertise, but hiring an expert with Facebook Ads from the beginning will get you a much higher return on investment. I know this from personal experience in my own small business.
Before hiring an expert with Facebook Ads, my cost per conversion approached $20! After hiring an expert with Facebook Ads, my conversion rate dropped as low as $0.60 per lead. The amount of money I was wasting was astronomical. It isn’t because we aren’t capable of running a good ad. After all, as business owners, we know our businesses better than anyone else. However, Facebook is complicated. There is a science to the copy required for the ad, the targeting algorithms and understanding the analytics. Unless you are willing to invest significant time into learning the ins and outs of Facebook ads, save yourself the heartache and hire an expert with Facebook Ads. After all, your time is better spent on tasks that aim to strategically grow your business.
Why You Should Hire an Expert with Facebook Ads
The vast majority of small business owners cannot afford to ignore Facebook. Nearly every target market and ideal client imaginable uses the platform. It remains the biggest social networking platform in the world, and has over a billion active users. A good Facebook ad will help you find clients, engage them in your business and convert them to clients. Here are just a few reasons why you should hire an expert with Facebook Ads instead of trying to go solo.
The Targeting is Extremely Advanced
Facebook marketing is more advanced than you may think, and if you are a savvy business owner, you will want to take advantage of all of the bells and whistles it offers. If you hire an expert with Facebook Ads to develop your ads, he or she can target people by location, demographics, income level, age, gender, interests, behavior, education level and more. There are targeting options available that you or I have never even heard of. I hired an expert with Facebook Ads recently and he informed me that we are now targeting our audience based on recent purchases made! You can create look alike audiences, custom audiences and layer targeting options to get extremely granular with your targeting.
But in order to do all of that advanced targeting, you have to know how. Otherwise, you will end up throwing your money away.
Re-marketing is Powerful
If you are managing your own ads and haven’t utilized (or even heard of) re-marketing, it is time to hire an expert with Facebook Ads. You are likely losing out on a huge portion of your ROI. Re-marketing is a powerful way to target people who have been on your website, used your app or given you their email address. These people are already engaged with you. They may just need a little more exposure before they pull the trigger. In order to make this happen, you will need to tag visitors who come to your site with a cookie in order to build your re-marketing audience.
You will definitely want to take advantage of the re-marketing capabilities of Facebook ads. An expert with Facebook Ads will be able to set all of this up for you so that you continue to build your business around the clock.
Facebook is Strict
Facebook aims to protect their users. They don’t want them to become annoyed with ads or insulted by any sponsored posts. Why? Because Facebook wants their users to be happy and continue to use Facebook. And while it is great that Facebook protects its users, it also makes it difficult for someone without experience to write a Facebook ad that will get approved. There are a lot of rules. Before I hired an expert with Facebook Ads, I had numerous ads rejected by Facebook. In short, I wasted a lot of time and could have potentially had my account flagged. It wasn’t because my ads were mean or irritating. It was simply because I did not know all of the intricate rules and regulations that Facebook has to protect its users.
How to Use an Expert with Facebook Ads to Grow your Business
I hope I have convinced you to let the pros handle your Facebook ads. By hiring an expert with Facebook Ads, you could be growing your business by leaps and bounds in no time. Now that you know you need to hire an expert with Facebook Ads, how do you find the right person or people to manage your account? Here are the steps you can take to ensure you find the perfect expert for your business.
Find and Hire an Expert with Facebook Ads
There are many ways to hire someone to manage your ads account. The essential piece of the puzzle is ensuring you find someone well versed in the intricacies of Facebook advertising. Whoever you choose to hire, make sure you do your due diligence in researching and looking at credentials of prospective candidates. Ask to see past portfolios and the results they have achieved for other clients. Make sure the person you hire is familiar with your audience and style. There are many different online hiring platforms to choose from that offer these experts. You may choose to post a description of the project you need done within several of these marketplaces or choose one in particular to pursue.
The Freeeup marketplace is an incredible resource of some of the best Facebook ad experts available. Freeeup thoroughly vets all freelancers who join the marketplace. You will be able to screen, interview and select from the cream of the crop.
Share your Goals and Budget with the Expert
Once you find that perfect expert with Facebook Ads, the next step is to get really clear on your goals and your budget. The expert you hire can help you set these goals based on their experience, but the overall goals should come from you. Always be crystal clear on your expectations and what you are comfortable spending on your advertising. Let the new remote worker know exactly how you expect your Facebook ads to perform and how often you need to review and tweak.
Review the Game Plan
You hired an expert with Facebook Ads for a reason. He or she knows the ins and outs of Facebook advertising much better than you do. Because of that, let the new hire come up with a game plan for your advertising campaign. Let him or her work out the details based on your input. And then schedule a detailed review of the game plan before going live. Even though he or she is the expert, you want to make sure that you are on board with all decisions.
Set the Plan in Motion
As any expert with Facebook Ads will tell you, part of advertising is the learning curve. When you first start your campaign, the results will likely not be as good as they could be. And that is a good thing. Through the first couple of weeks, you will learn a lot about who engages with your business and how to adjust. That being said, don’t be afraid to set your plan in motion and gather that valuable data.
Monitor Results and Make Adjustments
Before pouring money into your Facebook ads, you should review how your advertising campaign is performing. An expert with Facebook Ads will be able to pull all of the data, analyze it and provide you with the results at a high level. The expert should also be able to determine the tweaks needed to get your ad performing better. Once your ad starts performing the way you anticipated, then you can start to incrementally increase your budget. Even when your ads are performing well, it is critical to continue to monitor and make adjustments over time. You can always keep improving, and a Facebook ad expert will be able to take care of this for you.
It can be tempting as a small business owner on a tight budget to play around with your own advertising, but you should avoid this temptation. The risk of losing money is high if you don’t know exactly how Facebook advertising works. Without the proper knowledge and experience, your ads will not perform as high as they potentially could and your return on investment will suffer. There are many tasks that are better left to an expert, and Facebook advertising is one of the top choices. Take it from me, a business owner who likely wasted a couple thousand dollars before getting wise and hiring an expert to run my ads. My only regret is that I didn’t make the choice sooner.
Melissa Ricker is a nuclear engineer and a professional freelance writer. She specializes in career growth, technical writing and online entrepreneurship. She writes a blog, Engineered Motherhood, for working mothers who need help balancing career growth and time management.