Why Facebook Ads For Service Businesses May Not Look As Effective Or As Affordable As They Do For Other Industries

Why Facebook Ads For Service Businesses May Not Look As Effective Or As Affordable As They Do For Other Industries

If you’re using Facebook Ads for your service business, you may be wondering why ads seem to be more expensive or lead to less “conversions” for you than they do for other companies. The reality is, service businesses are always going to get different results than e-commerce businesses, businesses with websites that are designed to sell online, and businesses that have a physical storefront.

Why is that? Our Digital Marketing Strategist and in-house Facebook guru, Amber Krigbaum, explains…

#1 Your industry is different

As a service business, you’re not selling a low-ticket item that someone can purchase with very little risk or thought. You’re not selling a dress or a pair of shoes that someone can easily return if they’re not happy. You’re not selling an online course that someone can purchase and watch from home.

No, you’re selling a service that requires your customer to allow you into their home. A service that can affect their family and the value of their home. In other words, what you’re selling involves a lot more risk and requires a lot more thought and consideration than an impulse buy or low-ticket product.

The fact that you’re selling a service and not a product sets you up to face some resistance that other industries don’t face, and that difference leads to different results from Facebook Ads. You’ll have a harder time and you’ll have to shell out more money to get leads, because your customers are weighing things they’re not weighing with other businesses, like e-commerce businesses. They’re thinking:

  • Are you scamming me? Unfortunately, your customers have to consider the possibility that you’re a scammer or a fly-by-night business. They’re asking themselves if you’ll do what you say or if you’re simply trying to scam them.
  • Should I choose your company? There are so many other home services companies your customer can choose from in your service area. If you’re a roofer, plumber, or chimney sweep, you probably have at least three competitors for your customers to consider. So why should they choose you? They want to know and it’s something they’re looking into before making a decision.
  • Are you trustworthy? Buying a low-ticket product from a website doesn’t involve that much risk or that much trust. But you’re literally going into your customers’ homes. Inviting strangers to work inside of your home is much more intimate than having a package delivered. You’re affecting their home structure, you’re around their children and their pets, and that stuff matters. Let’s say your average ticket is $400. It’s easier for someone to buy a $400 designer coat than it is to invite a stranger into their home and spend $400 on a service that could affect their home and family. People value their home, they value their privacy. A coat showing up at the front door does not affect that. The wrong service business coming into their home does. Your customers don’t want to make a wrong choice because there’s more at stake than there is when they order a product from a website. So before you decide to call you, they’re looking for assurance that you’re trustworthy.
  • What’s the price? Unless you’re installing a new fireplace or providing some other tangible product, at the end of your service, your customers won’t get the warm and fuzzy feeling they’d get from spending that money on a product. Without the tangible product, people are more hesitant to hand over money. Your customers are also considering whether or not it’s a necessary expense right now. Maybe money’s tight and they’re thinking, “Does this really need to happen this year?” Remember, they’re not as excited and eager to have your service done as they might be to get that new coat. Of course, that’s why offering financing options to your customers is so important. People may not be able to shell out the money or may not want to shell out the money right now, even if they know they need the services. If you don’t advertise your financing options, people may click on your ad, know they need the services, and still not book with you.
  • Do I really need your services? Nobody needs a $400 coat, but they’ll still buy one if it’s the coat of their dreams and they can see themselves wearing it for years. But no one is going to spend $400 on chimney or plumbing services they aren’t sure they need. You have to educate them on why they need your services. Be a problem preventer, not just a problem solver, and you’ll increase the lifetime value of your customers, and get rid of some of their reluctance to call.

All of these considerations are greater for home service industries, so that’s why your conversions from Facebook Ads may not look the same as another industry’s. The decision-making process is longer for your type of sale than it is for an impulse buy or product. So just because you aren’t seeing e-commerce level conversions, it doesn’t mean your Facebook ads aren’t working. Compare your results to the results of businesses in the same industry — not to the results of other industries.

#2 The way you sell is different

ROAS (Return on Ad Spend) is built for businesses with websites that were built to sell — sites where you actually make the purchase right then and there. Because the conversion is done on-site, there’s a purchase event that is triggered, and it’s easy to tell the ROAS. Most home service business websites are not set up this way.

Your customers can’t just go to your website and buy a chimney inspection or a fireplace. Instead, your call-to-action is to fill out a form on your website or give you a call. So, when they see the ad, they’re not going to complete a purchase. They’re going to take a “next step” towards completing a purchase.

As a result, as a home service business, you’re not going to necessarily see a clear-cut ROAS. What your marketing company *can do* is tell you what actions people are taking on your website once they see your ads, and if those actions are leading to a decision and an actual sale of your services. The way you sell is different, so naturally, what you consider a conversion will differ.

A quick note on the triggers on your site + what you’re seeing with your call tracking: Someone might click your ad and click the “call” button, and for any number of reasons — maybe they’re in the car or at work and shouldn’t be on the phone, maybe their kids are yelling, etc. — they don’t actually call you. It’s incredibly common and we’ve all done it. We know that the decision-making process sometimes gets interrupted. When they have time to look into your business again, they’re going to have to go back and find you unless they see another ad. So just know that for your industry, there’s going to be a discrepancy between what’s being triggered on your site and what you’re seeing with call tracking. And by the way, I think call tracking is an absolute MUST when you’re doing Facebook Ads.

How can you tell if your ads are working?

Okay, if you can’t compare yourself to other industries or expect the same results, how do you know if your Facebook ads are even working?

  • Check attribution. Attribution measures if the ads are influencing the customer journey, and can tell you if someone who called had ever seen one of your ads anywhere in the customer journey. (This relies on them having a Facebook ID lined up and can only be measured if you have a pixel in place.)
  • Check your call tracking. Don’t put too much weight on this because, as I pointed out earlier, some people are going to see your ad, click to call, and then not actually call you. Or they’re going to see your ad on Facebook, head to Google to get some more info, and then get your number from there. That said, call tracking is a must because you are going to and should get calls from your Facebook ads. You should use call tracking for all the marketing you’re doing. But again, don’t measure the effectiveness of your ads by this alone – especially if you’re running ads to a cold audience. They’re not going to call you the first time they see the ad. If they do, you’re incredibly lucky. The reality is that the customer needs to see your brand at least 7 times before they make a decision, because of all the considerations specific to home service businesses that we mentioned above.
  • Check the # of jobs booked and amount of money coming in this year vs. last year. If there isn’t an increase in both the number of jobs booked and the amount of money coming in, then you need to be looking at the specific ads you’re running on Facebook and determining if they’re actually working. When you’re doing this comparison, keep in mind that retargeting is going to increase the value of your customers, and Facebook may not have been the only thing you changed year-to-year. So when you’re comparing this year vs. last year, make sure you’re taking into account all of the marketing you’re doing and all of the changes you’ve made. An increase is not going to be solely because of Facebook, but if there’s *not* an increase, then you need to revisit your ads.
  • Ask people if they saw an ad on Facebook. It’s simple, but one way to tell if your Facebook ads are working is to ask customers who call how they heard about you and if they saw an ad on Facebook. Sure, they may have gone to Google to get your number or visited your site before calling you, but it doesn’t mean they aren’t seeing your ads and being influenced by them in some way.

Hope you found this post helpful! As always, if you have any Facebook Ads questions for Amber or you’re interested in learning more about how Facebook Ads can help your home service business, shoot an email to amber@sparkmarketer.com. She’ll be happy to jump on a call and answer any questions you may have!

And don’t forget to check out this post where Amber answers your top four FAQs about Facebook Ads!

COVID-19 Response Resources for Home Service Businesses & Contractors

COVID-19 Response Resources for Home Service Businesses & Contractors

Every one of us has been affected by this global pandemic to some degree, and local businesses have been hit especially hard. This is unlike any challenge we’ve ever faced and we’re all in uncharted territory. 

That said, we want you to know we stand with you and we’re behind you as you navigate this challenging time. We’ve spent countless hours talking with clients and others in the home services industry over the last few weeks, and we’ve put together some resources to help.

We’ll be updating this blog post as we, and those we know and work with, create more resources – so bookmark this post and check back periodically.

Stay safe, breathe deep, and remember this is just a moment in time. We’ll get through it together!

Sales & marketing strategies for times of crisis

For sales and marketing strategies that work during times of crisis, check out the chimney industry online discussion we hosted with Alan Rush. And don’t forget to check out the resource links below the video!

Tips for leading your business through tough times

Taylor and Carter did an emergency BCP video to talk about how we can better lead our companies through this time. At the end, they’ll also tell you how you can get their book Blue Collar Proud: 10 Principles for Building a Kickass Business You Love for free.

Your restart ready marketing kit

From how to talk to your employees during tough times to templated social posts and phone scripts you can use to communicate with customers right now, you’ll find a little bit of everything here in our Restart Ready Marketing Guide.

Safety + sanitation guide for in-home services

Keeping your employees and customers safe is crucial right now. Clinical microbiologist L. Joseph Ochal III of The Chimney Scientist put together this awesome in-home guide to help service businesses reduce COVID-19 risk while serving customers.

Technician in-home safety compliance strategy

If you are advertising touchless appointments and new safety procedures during in-home appointments, but your techs aren’t following the rules you put in place, there’s going to be a real potential for negative reviews – or worse. Check out this Technician In-Home Safety Compliance Strategy for making sure your technicians are following the safety procedures you have put in place, even when you aren’t on the job site to enforce it.

We’re rooting for you (in the good times and the bad) and we hope these resources help!

Sales & Marketing During COVID-19: A Chimney Industry Online Discussion

Sales & Marketing During COVID-19: A Chimney Industry Online Discussion

We love the businesses in the Chimney Industry! Part of our effort to serve this industry during the COVID-19 outbreak in the US has been to share sales and marketing strategies that work during these extraordinary times. We did an online discussion on April 1, 2020 between industry experts Taylor Hill and Carter Harkins (co-founders of Spark Marketer) and Alan Rush (owner Rush Profits). If you were not able to join the call, here is the video of the webinar discussion. We hope it is useful to you as you navigate changes and decisions in your business right now.

Resource links shared during the presentation

7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

7 Questions To Ask If Your Facebook & Instagram Ads Performance Is Sub Par

Facebook and Instagram ads not performing as you expected? Not to worry. I talked with Amber and got her tips for troubleshooting and fixing poor ad performance. 

If you want your ads performance to improve or you’ve noticed that your ads performance has changed drastically, these are the things you want to check:

  1. Are you using the right type of campaign for your goals?
  2. Is your targeting correct?
  3. Is there a problem with your budget?
  4. Has Facebook flagged any of your campaigns?
  5. Is your frequency too high?
  6. What’s your relevancy score?
  7. Has the competition ramped up?

#1 Are you using the right type of campaign for your goals?

If your ads aren’t doing well, the very first thing you need to look at is whether or not you’re using the right campaign. Does your objective match your goals?

Facebook has three different marketing objectives that each of their campaign types fall into: Awareness, Consideration, and Conversion. 

Awareness includes brand awareness and reach campaigns. 

This is the marketing objective you would choose if you were trying to get your company out in front of as many people as possible or in front of people that are best suited to what you’re offering.

Think: spreading the word.

Consideration includes traffic, engagement, video views, and any type of campaign that is designed to get the viewer to think about purchasing from you.

Conversion covers any type of campaign that’s designed to get those who see your ads to purchase from your brand, sign up for a webinar, or take whatever action it is that you consider your “end goal.”

Screenshot-of-awareness-consideration-and-conversion-campaigns-on-Facebook

Why does it matter if your campaign objective matches your goals? 

Let’s say you want to drive store visits with your ads, but you’re using a traffic campaign. Well, you won’t see the end results you’re looking for. 

Here’s why: A traffic campaign drives more traffic to your website, not your store. 

In this case, you’d be better off with a conversion campaign that features ads with offers or incentives for visiting your store. 

Make sense?

#2 Is your targeting correct?

The second thing you’d want to look at is your targeting. 

When we talk about targeting with ads, we mean your audience. Who is in the audience you’re targeting with your ads? Is your audience large enough?

Facebook will show warnings like, “Your audience is too small,” or “Your audience is too broad,” and those things do affect performance. 

So if you’re running the right type of campaign but you’re still not seeing the results you’d like to see, take a look at your audience and make sure you’re targeting the right people.

#3 Is there a problem with your budget?

The next thing to check is: is your budget feeding out?

While it’s not the only option, most people will be using a daily spend for their ads (for example: $5/day). 

Now, let’s say you’re spending $20 a day and you’re thinking, “Wow, my campaigns are just not working.” If it’s budget-related you’re either:

  1. Not spending enough.
  2. Miscalculating your reach.  

Let’s address spend first.

Let’s say your cost per result for a lead gen campaign is $25 and you’re spending a daily budget of $20… 

Well, Facebook cannot get you a lead in one day with that budget. It needs two days worth of budget to get you a lead with that lead cost and that daily spend. 

To see if this is the problem with your ads performance, you need to look at what your cost per result is and what you’re spending daily. 

You might want to only spend $5/day, but if a lead in your industry costs more than that and you’re not willing to spend it, you’re wasting your money. 

Facebook has to match industry standards and they can’t give you a lead for $5/day just because that’s what you want. 

So if the average plumbing lead costs about $80, you need to be willing to spend at least $80/day or accept that you’re only going to get one lead every several days.

Now, let’s talk about your reach. 

You may think that your reach is really wide and your budget will go a long way — but you could be wrong. 

For example, you may think it’ll be $0.50 to $1.50 per lead, but Facebook may be saying something different, depending on the day. 

So you need to look at the estimated daily reach. If that’s not lining up with what you’re getting in your results, then it’s time to switch campaigns, adjust your budget, and switch up some copy and headlines. 

If it is matching, then Facebook is doing the best it can with what you’re giving it.

#4 Has Facebook flagged any of your campaigns?

Still not sure what’s affecting your ads performance? Then it’s time to look for any red flags (pun absolutely intended). 

When you look at your dashboard, do you see any yellow or red triangles next to your ad sets, your ads, or your campaigns? 

If you have a red triangle, you either need to fix that ad/ad set/campaign, or delete it. 

Why delete? Even though that ad might be turned off, Facebook Ads Manager sees in there and can hold that against you in the long-run. So if you can’t fix it, get rid of it!

If you have a yellow triangle, read it and take action! 

The nice thing about Facebook Ads Manager is that it tells you why it’s flagging something, so you can fix it. 

And if you don’t understand what it’s saying, you can always go in and submit a request that says, “Hey, I don’t really know what this means,” or “Hey, I don’t agree with this.” 

Flags can get overturned, but you can’t just ignore them.

#5 Is your frequency too high?

Let’s say your ads were running just fine for a couple of weeks or a month or two, and then all of the sudden, performance plummeted. 

Chances are, your frequency is too high. Frequency means how many times a person has seen that specific ad in the time that it’s been running. 

Why is too high of a frequency bad? It means people aren’t engaging with your ad anymore because they’ve seen it so many times. 

What’s a good rule of thumb for frequency?

If your frequency is at or over four and your ads have started to decrease in results or increase in costs, it’s time to switch those ads out or update them. 

You can keep the same campaign, you can even keep the same ad set, but you need to keep fresh ads coming in there. 

#6 What’s your relevancy score?

If frequency is down and cost doesn’t seem too ridiculously high, but you’re just not seeing the results you hoped for, look at your relevancy scores. 

Relevancy scores are broken down into three parts:

  1. Quality ranking — This is determined by the feedback on your ad in comparison to other ads going to the same audience. Are people liking it? 
  2. Engagement ranking — This is determined by looking at how people are engaging with your ads. Are they getting a lot of likes, comments, clicks, shares, etc.?
  3. Conversion ranking — This is determined by looking at whether or not your ads are achieving the goals you’ve set for them. For example, if you’re running a traffic campaign, is this ad bringing more people to your site? If you’re running a conversion campaign, is the ad getting conversions and purchases?

If quality, engagement, and conversion rankings are low, and Facebook is saying your ads are in the bottom 25% of ads, chances are your ads just aren’t being shown, and people aren’t liking or engaging with the message you’re putting out there.

If this is the case, you need to completely overhaul your headlines, your copy, your videos, and your images, and get something out there that people really care about and want to engage with.

#7 Has the competition ramped up?

If you’re freaking out because your Facebook or Instagram ad costs just skyrocketed and you don’t know why, look at CPM. CPM = cost per thousand impressions.

If this number is high, it typically means that your competition has increased on Facebook or Instagram, and indicates that more people are targeting the same audience you’re targeting. 

A good average CPM is between $5 and $15. 

That said, during the holidays, you can expect a normal CPM to be $25+ because more people are typically vying for your audience’s attention during the holidays.

If it’s not holiday season and you have a really high CPM, that means you have a super competitive audience and it’s time to go back into your audience and see if you can adjust your targeting. 

See if you can target people who are a good fit for your business in a different way, so that you can get those costs lower. 

For example, you may use a lookalike audience instead of interest targeting, or you may focus on retargeting instead of cold audiences.

You’re still getting to the same people, you’re just going about it in a different, more cost-effective way.

Hope this post helps! 

 

If you have any questions or you still can’t seem to get your ads to perform well, feel free to reach out to Amber at amber@sparkmarketer.com. She’s a Facebook + Instagram ads beast!

 

Three Tips To Getting Good Photos For Your Website

Three Tips To Getting Good Photos For Your Website

What is the first thing you think of when you picture the ideal website for your company? We know the most important selling points lie within the content, but vibrant and crisp photos are what will draw users in and leave them actually wanting to continue through the pages of your website. 

Product images, before and after images of the services you provide, and even a snapshot of your team will allow potential customers to get a glimpse of what they can expect when choosing to reach out to your company. 

Luckily for all of us, it doesn’t take a degree in photography to get visually appealing photos that show the hard work that was put in to get the final result. In this post, we will dive a little deeper into a few tricks and tips to up your picture taking game and bring your website to new heights.

Tip #1: Don’t Sweat The Equipment

I think we can all agree that technology is nothing short of amazing. Nowadays, everyone has a phone, planner, entertainment system, and yes, a high quality camera, all in one device that fits in their back pocket. 

While having a separate DSLR camera is nice and will still get the job done, it simply isn’t a necessity anymore. Most of the smartphones that came out in 2019 boast up to a 12 megapixel rear camera. This equals out to roughly 6 times the resolution needed for a high definition image on a computer screen, which means there isn’t much excuse for a tiny, blurry photo on your website.

Of course, no matter how nice the camera is, in your phone or otherwise, it can only be as good as the person behind it. 

Again, as designers, we aren’t expecting Annie Leibovitz levels of photography prowess when requesting images for your website. We are here to help you! All images that are sent in can always be cropped, color corrected, and retouched as needed to make sure the message gets across quickly and clearly.

Phone-Taking-Photo-Of-City-At-Night

Tip #2: Lighting Is Key

Any social media influencer worth their salt knows about the magical “golden hour” when it comes to taking the perfect, glowing selfie. This is only one example of how lighting in your photos can make all the difference between drab and dreary or vivid and vibrant. 

Natural sunlight in the early morning or late afternoon, when the sunlight is a little more diffused, are the ideal times to get an even source of light for your photos. However, even when the lighting is not ideal, there are still ways to work around it.

If you are working with bright light around your subject, you want to be sure that your photos don’t become overexposed and full of glare. Though it sounds counter intuitive, this could be a good time to use the flash function to balance out any harsh light and fill in any shadows that it creates. Creating more even light distribution will ensure that you don’t lose detail throughout the subject of the photo.

Alternatively, if you are working in a dark area, there are tools to magnify what little light is available. You can use a reflector, mirror, or even a large, white poster board or curtain to help reflect light back towards your subject. 

In the examples below, you can see that using flash to compensate for the darkness of the room creates heavy shadows and a glare on the background.

Photo-Of-Flamingo-Lawn-Ornament-Taken-With-And-Without-Flash

Tip #3: Consider Your Composition

As crucial as lighting is in a photo, it barely matters if the composition is still unappealing to the viewer. Extraneous clutter, uneven landscapes, and awkward angles will all detract from what could otherwise be a fantastic photo.

One of the most important things to remember when taking a photo is the rule of thirds. Imagine a tic tac toe board across the image. The focal points of your image should be along the intersections of the grid. The rest of the photo then allows the viewer some space for their eyes to relax, rather than distracting from what is essential in the image.

Another huge part of creating good composition is enlisting hierarchy. This means creating a flow throughout your image to guide the viewer’s eye to what is important. 

For example, looking at our flamingo friend below, we can see that when we have a level horizon line, we use the rule of thirds, and there are easy to follow lines, it is a much more pleasing image.

Photo-Of-Lawn-Flamingo-With-Line-Of-Good-Image-Hierarchy-Drawn

Why Is This Necessary?

Think about the years you’ve put into making a beautiful product or being able to perform a perfect service. Now imagine that it isn’t being highlighted on your website or is being done so poorly. If what you are saying about the quality of your work is not being showcased to potential customers in an easily digestible way, why should they believe it or even care? 

Clean, clear photos help to build trust by showing them something that makes them say, “I want that for my home,” and they know you are able to provide it.

Getting good imagery for your website doesn’t have to be a difficult, daunting task. Keeping these tips and tricks in mind will boost your photography skills and remember, like anything else, practice makes perfect. Of course, your marketing team is also a vital tool in perfecting how your brand is visually represented. We are here to help!

The Answers To Your Top Facebook Ads Questions: Part 2

The Answers To Your Top Facebook Ads Questions: Part 2

Whether you get on a call with Amber, do your Facebook Ads in-house, or you end up going with another marketing company, there are a few questions you want to know the answers to before you get started. Amber’s here to help. 

Let’s dive into the four questions she’s most commonly asked about Facebook Ads. Psst. If you haven’t seen our other brain-picking post with Amber, check it out!

#1 What is the cost of doing Facebook Ads?

There are two parts to determining how much it will cost you to run Facebook Ads for your business. 

First, you have to decide: will you do things internally or outsource the work? 

If you’re going to do it internally, cost is determined by your ad budget and the time (time is money) it takes for you or your staff to do the work. 

Ad budget + Cost of your time = Cost of doing FB Ads internally

For example, if you’re having someone on your office staff do the work, then you need to factor in their hourly rate or salary into the cost of Facebook ads. If you’re doing the work, you need to factor in the cost of your time as the business owner. 

There are different ways to figure out what your time is worth as a business owner, but let’s say you typically make $250 an hour. Well, every hour that you spend doing Facebook Ad work internally is time you’re not out making $250. So that’s something that you need to account for in your cost.

If you’re going to outsource Facebook ads, there are three things that will determine cost:

#1 Setup fee — There is a one-time setup fee of $2,500+ associated with our Facebook Advertising Service. This includes the setup of business manager, ads manager, site tracking with the Facebook Pixel, Facebook Attribution setup, Google Tag Manager setup, as well as all the things that go into your monthly management fee to get your ads off the ground. In other words, the setup fee varies based on how much work we have to do to get you set up before we can even create or run the ads. Some things that can affect the setup price include: whether or not you have a Facebook page for your business; whether or not you have business manager setup; and whether or not you have a pixel and standard events properly set up.

#2 Ad spend — This is the amount of money you pay Facebook to run your ads in their newsfeed and other placements. Our firm requires at least a $20 daily budget, which averages out to about $600 a month. We have found that this budget gets bigger, better results for our smaller, local clients. Of course you are able to invest more to scale your campaigns. We will discuss suggested budget increases as we see and interpret your results.

#3 Monthly fee — The day-to-day and month-to-month management of your campaigns is $750+/month. This includes creation, management, optimization, and unlimited edits for your ads, landing pages, and tracking tools. This is money that goes to our firm to pay for the time it takes our team to develop and run your campaigns. With Facebook, there’s a thing called frequency: how many times your ads are being shown to a customer. Most of the time, especially with ads going towards a cold audience — which is what a lot of people are going to be doing on Facebook — ads should not be over an ad frequency of 2.5. So, based on your audience size and ad frequency, we’ll determine how often to update your ads. We’re in our clients’ ad accounts at least once a day, just to make sure everything’s running fine, there are no errors, etc. Monthly fee covers everything you need creation-wise, edit-wise, etc. and that number is going to depend on what your campaigns look like, what kind of campaigns you’re running, audience size, and other factors. 

Setup fee + Ad budget + Management fee = Cost of outsourcing FB Ads

#2 How do you track results? 

Can you track ROI through Facebook? Absolutely, you do it through the pixel and attribution. That said, the questions we ask and the metrics we look at to determine success depend on the type of campaign we’re running. 

For example, if we’re running a brand awareness campaign, we may judge ROI by asking ourselves these questions:

  • Is there more engagement with the brand on Facebook?
  • Have we seen website traffic increase?
  • Are we seeing the ads reach as many people as they can?
  • Are the ads cost-effectively bringing in leads?

No matter what type of campaign we’re running, we always start by installing your pixel. Using the pixel, we’re able to track events on the page and see: are they taking action and is it the action we want them to take?

Psst. If you are considering working with an agency and they tell you they can’t track the ROI of Facebook Ads or they can’t tell you how they’re tracking ROI, DO NOT give them your money.

#3 Can I turn Facebook & Instagram Ads off?

Yes, you can turn off your Facebook and Instagram Ads anytime you want to, but you need to ask yourself what your goal is first. 

For example, if your goal is to collect leads and you’re booked out, then yes, please turn off your Facebook Ads and don’t collect anymore leads. 

However, if you are using Facebook Ads to drive traffic to your website, especially during the busy season, no, you should not turn your Facebook Ads off and on. The reason is that brand awareness is built by consistently putting your name out in front of people. Turning your ads off automatically stops that. 

Additionally Facebook needs information to optimize your ads. So if you keep turning your ads on and off, they do not optimize properly, which can increase costs and decrease results. 

So again, yes you can turn them off, but that doesn’t mean you should. Do we normally suggest it for our clients? No, but that is based on the strategy that we have set up.

#4 How much time will this require of me and my team?

Assuming you’re looking to outsource Facebook Ads — and we can only speak for Spark Marketer — when you work with us, you can invest as little or as much time as you want. 

When you get on a call with us, we’ll cover the year and go over which services we want to push during which season. Once you get us photos or anything we may need from you, then you can be pretty much hands off. 

We’ll send you weekly updates, you can respond, and if there’s a big issue, we’ll call you and let you know, “Hey, this needs to be dealt with now.” But in most cases, you can be very hands off, to the point where you’re only attending a quarterly meeting for an hour. 

So, on average, you can expect to invest about four to 10 hours a year. 

That said, the more involved you can be with your marketing team, the better your results. 

Here’s why: 

We know a lot about your industry and we strive to know as much as we can about your company and clients, especially when writing Facebook Ads for you. We want to be a part of your team. But we are not the ones answering your phones. 

We may push different services during different seasons based on industry standards, but sometimes your customers’ needs vary. If, for example, you have a serious storm in your area, you may need to push different services than the services we had planned. 

We don’t check your weather daily, most marketing services aren’t going to, and to be honest, you don’t want us doing that anyway because it’s taking time from other stuff we should be focused on. 

So you need to be communicating with your marketing firm, regardless of who they are, about what’s going on in your business and any changes you notice or concerns you have. 

If, for example, you’re noticing that a lot of calls are coming in from a certain zip code that you don’t really like servicing that much, give us a call, let us know what’s happening, and say, “Hey, maybe can we just remove them, only push a couple of ads out to them, or decrease the budget?” 

The more you’re involved, the better. But that doesn’t mean you’re going to need to be on the phone an hour a day. 

In most cases, we talk to our clients maybe an hour a month, just to make sure we’re all on the same page. And we really like to do that by pulling in our site team and our Google team at the same time — that way it’s one call and we make sure all the marketing channels are on the same page, without taking up too much of your time. 

But for the record, we are never going to say that you’re over-communicating with us, and no good marketing company is ever going to say that to you. So be as involved as you want to be!

 

Hope this helps! If you have any questions or want to jump on a call with Amber to talk about Facebook Ads, send a quick email over to amber@sparkmarketer.com