Read on Twitter
We audited the Facebook campaign work of a lot of agencies this year. Here are some things we saw.
First, some context. No one came to us saying "our agency is awesome" so we only saw problematic work.
If you love your agency, keep working with them. It's very hard to find good ones.
All accounts had lots of small mistakes, but here are some of the major ones...
If you love your agency, keep working with them. It's very hard to find good ones.
All accounts had lots of small mistakes, but here are some of the major ones...
A few times it looked like a "playbook" was run on the initial account structure. This included a full-funnel, creative, and audience testing.
Technically sound, but way under-budgeted, and failed. Maybe a less experienced media buyer running an agency playbook?
Technically sound, but way under-budgeted, and failed. Maybe a less experienced media buyer running an agency playbook?
We also saw multiple times an agency pitted against another agency or even the client in the same ad account.
Clients: DON'T DO THIS.
Agencies: DON'T ACCEPT THIS.
There is never a good outcome. Just messy data and a lack of trust. Give your agency full room to run.
Clients: DON'T DO THIS.
Agencies: DON'T ACCEPT THIS.
There is never a good outcome. Just messy data and a lack of trust. Give your agency full room to run.
Often agencies would run with terrible performance for too long.
Clients: Don't accept this.
Nothing needs to "Stabalize" or "Optimize" for months.
Look for directional results after 1-2 weeks, and after a month you should know if this will work or not.
Clients: Don't accept this.
Nothing needs to "Stabalize" or "Optimize" for months.
Look for directional results after 1-2 weeks, and after a month you should know if this will work or not.
Facebook media buyer is a very particular skill. We saw some of the worst results from agencies who had other specialties, like SEO, SEM, or "we do everything".
Saw pumping up of SEM results using social as well. No beuno.
Saw pumping up of SEM results using social as well. No beuno.
Related to the above, a lot of "set it and forget it" going on.
Clients: You can see all edit activity in ads manager using this clock icon on the far right side.
Expect daily activity if you are paying your media buyer well.
Clients: You can see all edit activity in ads manager using this clock icon on the far right side.
Expect daily activity if you are paying your media buyer well.
The best-run accounts were actually from founders who knew more than the basics of DTC media buyer, but were just short on time. It IS a full time job at scale.
If paid ads are a big part of your biz, even if you have an agency, learning this stuff will payoff big time.
/End
If paid ads are a big part of your biz, even if you have an agency, learning this stuff will payoff big time.
/End
