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.
#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.
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 firstname.lastname@example.org.