The Five Questions Every Company Should Ask A Facebook Marketing Partner
September 30, 2015
Facebook Marketing Partners, or FMPs, exist to help clients market more efficiently and effectively on Facebook. Because users spend so much of their time using Facebook on their mobile devices, this means that FMPs can help you accelerate your mobile marketing strategy. That makes FMPs critical for any modern day marketer looking to seize upon the massive consumer migration to mobile.
The best FMPs can work wonders on your campaigns. They can provide brands with platform-specific expertise and a deep bench of analysts to not only craft a unique strategy but also execute and monitor performance. They are extremely agile, which is necessary for dealing with constantly evolving platforms whose black-box algorithms can change at the drop of a hat.
Not all FMPs are created equal, however. As one of the original FMPs and one with many years experience working with nationwide and global brands, we’ve seen it all. Allow us to propose 5 basic questions that any FMP worthy of your advertising budget should be able to answer for you.
1. How do you tailor your platform / service for each campaign?
Your FMP should have expertise in your campaign type (e.g. brand awareness, direct response, or app install) and industry. Every campaign is unique, and your FMP should be able to craft a custom strategy to ensure the greatest degree of success, given your specific product and audience. Their entire operation and strategy must be agile. Can their platform and team handle unique requests and changes that pop up in dynamic campaigns? Ad creative has significant impact on individual and overall campaign performance, so your FMP should be equipped to build, test and optimize ad imagery and copy, as well.
2. How many unique audience segments do you create, on average? Can you provide some examples of unique audience segments?
Unique audience segments on Facebook include demos, likes, behaviors, retargeting, lookalikes, and more. What you really should be looking for here is the level of granularity in targeting that your FMP can achieve. Standard audience segments may be fine for brand-centric campaigns, but to achieve performance your FMP should be equipped to target potentially many more granular audiences in order to scale and maintain ROAS. Campaigns exceeding $100k/mo. in spend should be A/B testing against these audience combinations. Does your FMP have software that can make this easy? How quickly can they interpret and act upon feedback (aim for real-time)? Any FMP of note should be able to build audience segments and lookalikes based on conversions.
3. How are you scaling campaigns while maintaining consistent CPAs?
Maintaining control while scaling a campaign is the key to growth within the mobile channel. Does your FMP have examples of campaigns for which they’ve been able to achieve massive scale, e.g. 3x to 10x, while closely controlling budgeting and return on ad spend? With the right level of industry expertise and data analysis capabilities, scaling can be achieved while maintaining consistent CPAs. Your choice of FMP should be capable of closely monitoring the data in real-time to ensure the best optimization possible.
It’s also worth asking which tools and techniques they use to allow for this type of scale while still hitting downstream conversion targets.
4. How do your media and creative teams integrate with each other?
Why ask this? Simple: Audience + Creative will help you to reach the right user at the right time with the right message and at the right cost. If the FMP doesn’t have an internal creative services team, it isn’t a full-service solution. Seamless integration between these two teams will help you to most efficiently optimize both and reduce time wasted going back-and-forth with an external creative team. The creatives being produced for your campaigns will be more strategic if their creation is informed by the media team.
Not only do you want to reach the right audiences, but it’s imperative to deliver meaningful messaging that will elicit action from the audience. Will your FMP’s platform allow transparent and easy management of tens of thousands of creatives? If not, you could miss opportunities to scale, or waste thousands of dollars testing things that don’t work.
5. Who, exactly, would I be working with?
Your FMP should be viewed as an extension to your own marketing team. Scrutinize the team as if you were hiring them to work directly for you. How many people would work with you on your campaign? What is their background or area of expertise? How rigorous is the training they receive? Will your campaign get the amount of attention it deserves? Who would I be working with on a daily basis? How responsive is the team if I have a question on a Friday at 6pm?
Having the answers to these five questions will be extremely helpful in leading you to the right decision for your business or campaign, but you can take it one step further. Ask for examples of reports, demo the software, and see if the FMP will have one of their campaign managers hop on the phone to help you get a sense of their expertise. If a company is strong enough to be an FMP, then they’re great at what they do. It’s just a matter of finding out if what they’re great at is what’s best for your campaign.
Before joining Ampush as an Account Executive, Brian sold programmatic and digital display advertising at Yahoo! and spent the previous decade working in education and research.