What So-Called Facebook Ads Experts Don’t Want You To Know

February 21

With the explosion of the ecommerce industry in recent years, the need to gain a competitive edge in the market has intensified as more and more companies emerge. With this incoming surge of ecommerce brands entering the market, companies are finding it increasingly challenging to compete online. They realize the need to put in more and more energy and resources to achieve the same sales volumes that they may have achieved just a few years ago. As a result, an increasing number of freelancers and agencies are emerging to meet the marketing and advertising needs of these companies.

What's also taking place; however, is a flood of "marketing gurus" who are hastily pasting together ill-conceived, incomplete courses. These slap-dash programs churn out thousands and thousands of incompetent marketers and advertisers per month, who have been enticed by the glitz and glamour of the latest biz opp pitch for a life of wealth and freedom.

Plus, these insufficient courses lead to an incomplete understanding  of Facebook ads. Misguided marketers and advertisers are ill-equipped to handle implementation and onboarding  as they take on clients without knowing whether or not they can actually get sales for those specific companies and hit their revenue goals or Return On Ad Spend (ROAS) targets.


Get Facebook Ads support by asking the right questions.

Ask the right questions search bar.

With my help, you’ll:

  • Empower yourself with the information required to determine whether Facebook ads will be right for you and your business. 
  • Gain insight to separate the wheat from the chaff and identify media buyers who actually know their stuff.

Ready? Let's do this.

There are a few questions and considerations that you need to ask and investigate right off the bat.

Do they specialize in your niche? 

Not all Facebook advertisers are created equal. If your freelancer or agency doesn't have a specialty and claims to work with any niche, you should be concerned. From ecommerce to entertainment and nightlife, effective Facebookads require a completely different approach and methodology for each industry. Only work with Facebook advertisers who have demonstrated replicable results in your niche. 

Have they made sure that you're even prepared to run profitable ads? 

I'll be blunt. Results vary. Some brands can and will see stellar returns right out of the gate; others require a month or two of optimization to get there. We've garnered 5x to 42x ROAS for our brands. The reality is that Facebook ads won't have the same level of effectiveness for every company in every stage of business. 

Your likelihood of garnering profitable returns in your first quarter of your build declines if you: 

rise of holistic media buying scaled Facebook Ads Experts
  • New Facebook pixel that doesn’t have enough sessions or conversion data. If you have less than 5,000 sessions on your site per month, and  only recently installed your pixel, you won’t have enough data to relay to Facebook about the people who are demonstrating interest in your products. That means it's going to take Facebook a bit of time to optimize your ad campaigns (rather, it'll take a bit of time for Facebook to figure out which target audiences are mostly likely to buy from you).
  • Have not validated your product in the digital market. If you haven't sold your product online before, you're taking a risk in running Facebook ads and expecting profit right out of the gate. If you've developed your product yourself, create some launches in various digital spaces (Facebook groups, Instagram page, YouTube videos). This will allow you to see what level of interest you garner before you run through $15,000 in ad spend.  It’s essential that you do the work to ensure that the market actually has a demand for what you're selling. Your bank account will thank you.
  • Don't have an ecommerce store converting at 2% or higher. Your website's conversion rate is one of the most impactful metrics when it comes to determining Return On Ad Spend (ROAS) and cost-efficiency of your ad campaigns. Depending on your Average Order Value (AOV) and your monthly ad spend, the difference between a 1% conversion rate and a 2% conversion rate can be massive when it comes to your ROAS and the sales your store generates.
  • Your branding and content quality is severely lacking. This is especially the case if you're selling items with price tags more than $100. Would you show up to a job interview in Cheeto-stained sweatpants and a ratty t-shirt and expect to land the position? No? Then why would you let your website, company pages, and anything else you put out look anything other than polished and professional? What you're selling is irrelevant; no matter what your brand voice or look-and-feel of your site is, have a strong one and make sure your brand shines through.
  • Build little to no social proof. Telling the world how great you are gets tough if you're the only one saying it. Testimonials (written and video), screenshots of comments on social media, or photos of people wearing or using your products are gold and add to a compelling message. The more you have, the better. 
  • Sell a product that requires a great deal of trust to purchase. Coaching products, web design services, and even lower ticket haircare and skincare products from unknown brands can be challenging by virtue of the product. For instance, women are very particular about what they put on their skin and hair and so additional hurdles around trust will need to be overcome digitally. Selling products that require high levels of trust are absolutely doable (we run successful campaigns in these niches all the time) - but do require structures and strategies specific to these niches. 
  • Lack the capital required to properly invest in Facebook ads. Realistically speaking, most ecommerce brands just getting started with Facebook ads need to be spending at least $1,500 to $2,000 per month to begin with. Why? A good chunk of that will go towards split-testing your audiences, copy, and creative to find the perfect combination that's going to yield profitable results. If you're trying to spend $5/day per ad set, you're going to struggle with deliverability. While Facebook's algorithm helps level the playing field for small and mid-size businesses competing against big brands, it is still an auction-based system. Your starting bid does matter and you do want to make sure you're winning as many bids as possible.

Facebook Ads Agency scaled e1610004990529 Facebook Ads Experts
ecommerce facebook ads experts 2 scaled Facebook Ads Experts
  • Experience low AOV (average order value) and/or low profit margins. Since the efficacy and sustainability of Facebook ad campaigns for ecommerce are driven by the campaign or ad set's cost per purchase and ROAS, the AOV of your store is key. If you're a new brand, have low levels of site traffic, and your AOV is under $40 you likely have slim profit margins (less than 50%). You probably also don't have a sizable marketing budget for the quarter. A solution could be starting off with DIY advertising and working with an ads consultant to train you or a member of your in-house staff to build out your ads system. As your marketing budget grows, you could then hire a reputable agency once it seems that investing in outsourced talent could be more sustainable.

  • Find yourself in a state of emergency and are running on fumes. Facebook ads, or any paid advertising platform for that matter, are not for companies whose decision makers believe they should be able to turn an ad on and instantly see sales flood through the door. Does this happen? Oh, you bet. Often quality advertisers will hit the nail on the head during the split testing phase and quickly identify a winning combination of audiences, copy, and creative that can garner huge success right out of the gate. But there are a number of factors at play (including how niched or obscure your audience is or if your products are ultra-niche in nature) that can mean it could take one to three months to fully optimize your system before you're seeing a sustainable ROAS.
ecommerce media buyers data scaled Facebook Ads Experts

So, if you're going to make Facebook advertising a part of your marketing strategy, you need to be prepared for that. Especially if you're pulling in less than $30K per month from your ecommerce store, you may need to give your system, and your advertiser, a little time. If you're running on fumes, however, you're going to be panicked. You're going to be tempted to start flipping switches on and off in the ads manager which is going to drive your advertiser nuts. As mentioned in the last point,  you’re much better off working one-on-one with an ads consultant who can show you how to build this on your own. Your DIY education can help you at least bootstrap intelligently without having to pay monthly ads management fees. 

Any Facebook advertiser worth their fee will first conduct an internal, in-depth analysis and audit before they ever send you a contract. This analysis should be based on your store's economics to help determine if Facebook ads would be a profitable approach for you. The success of an ad campaign will ultimately come down to the numbers, and you need to be concerned if that's not the language your advertiser is speaking during the course of your initial discussions. 

Facebook advertising can be an extremely lucrative option for ecommerce stores, but you need to make sure your store is prepared. If one to three of the above bullet points apply to you, I encourage you to reach out to us and let us assess if your store is actually ready for a Facebook advertising system. If you’re not ready for Facebook ads, we'll show you how to lay the right foundation and get prepared to hit the ground running. If four or more apply to you, you've got some work to do. 

Things to consider before hiring a Facebook Ads professional or agency.

When shopping for Facebook ads professionals, here are some factors to consider and inquire about: 

Determine what's included in their fee and what isn't

You’ve got to compare apples and oranges when dealing with media buyers, and the only way to do that is to simply ask: What is your process? Before you compare prices, know and understand what you're actually paying for. Because clients and customers typically require multiple touch points (between 7 and 12) before they're willing to reach for their credit cards and buy from an unfamiliar brand, paying $2,000/month to get two ads out that haven't even been split-tested or have poorly formed targeting approaches is a huge money waster. Compare this scenario to paying $5,000 to $8,000/month to get out an optimized ad system made up of 12-16 accurately-targeted, split-tested ads that each resonate with and guide your audience along each step of your funnel. These ads will work together to form an evergreen, high-yield, sales-generating machine. 

Best ecommerce media buyers scaled Facebook Ads Experts

Even though the latter scenario sounds like a dream, realize that highly profitable campaigns require real work and real work requires real time, expertise, and effort. Always compare the value of various marketers to make your decision to ensure you’re getting quality and experience. Rates for Facebook advertising services typically range from $2500/month (bargain-bin marketers) to $100K/month (agencies like Saatchi & Saatchi.) The services and attention your brand will be getting with a $2,500/month service versus even a $5,000/month service are not even remotely alike. The rationale is simple… the less you spend, the more clients the agency needs to take on in order to pay their staff, cover their costs, and remain profitable.  

How many accounts is each account manager responsible for, and is there a forced cap on the number of accounts any one manager is allowed to take on a monthly basis?

Any more than four per manager and I promise you: you've got poorly serviced ad accounts on your hands that aren't receiving the attention required for high-yield results and are not maximizing returns. In case you're wondering, at KRA our monthly account maximum per account manager for ecommerce is three.

E commerce solution Facebook Ads Experts

The road to Facebook Ads profitability.

Building, maintaining, and scaling advertising campaigns for ecommerce brands requires a level of time and effort that bargain-bin marketers simply cannot provide. Think about it. You're building a system that's going to ask people to give you money for products that they can't see or touch for themselves. You want them to take your word that they'll receive what's being advertised and will experience your promised level of quality and craftsmanship. That takes some doing. An advertising agency cannot sustain a $7,000/month per customer model, hit their own revenue and profit requirements, and STILL provide the level of service and attention required to get you the high-yield returns you're looking for. At that level, they need to bring in way more clients than they can properly serve. The math simply doesn't work out. 

The difference in results can be staggering. Accounts previously managed by a bargain-bin marketer garnering 7x return on ad spend (ROAS) have garnered 30x ROAS in our hands! Of course, 7x is nothing to sneeze at. 

But isn't 30x so much better? 

So, is your company ready? Schedule an ads campaign audit with us and let us run an assessment for you. We'll also diagnose your current or past ad campaigns and see where you went wrong and how you can get back on track. And it's all free. Just click here: https://hubs.la/H0GTJQR0