Are you running Facebook Ads for your clients?
If you are, or you’re thinking of doing so,
Then let’s do a quick thought experiment
That should save you considerable aggravation.
Go take a look at the checklist and tell me…
What’s the most important point on that checklist?
When we did that same thought experiment in-house, our team member’s answers closely correlated with their area of expertise.
Our graphics & video guy thought #23; you have to get the creative right.
One of our ad specialists argued for #20; that you can’t miss on audience targeting.
And a copywriter said #22; because the initial primary text needs to be effective.
Personally, I love that our team is highly focused on their particular areas. It’s why we create ads that convert so well.
But as the CEO of not only InvisiblePPC but also of an agency servicing contractors in the home services industry, I’m going to argue…
You need to get this right: #10: Determine KPI’s & Success Metrics
Because you need to know what success looks like for your client.
Now you might be thinking that’s pretty obvious, Avi. Our clients want paying customers. It’s simple.
Well, let me give you an example where it isn’t simple.
As I mentioned, we own an agency that services contractors primarily in Plumbing & HVAC. And what we have found is that Facebook Ads are super effective for one type of customer.
For example, it’s summertime and a potential client has their thermostat set to 69 and it’s 73 in their house. This is a non-urgent need. Sure, it’s aggravating that their AC system isn’t working so well, but this isn’t a pressing need.
This type of non-urgent customer is perfect for Facebook Ads.
You can target them with ads for HVAC inspections and/or maintenance. And ads run in combination with a pricing tool and financing are super effective to get them thinking about addressing their non-urgent need.
But what about the urgent customer? The guy who comes home to an AC unit that has stopped working altogether?
If you get this guy from a Facebook Ad then you just got lucky. Someone who has an immediate need isn’t going to Facebook for a solution. They are going to Google to find an HVAC company that can be there within the hour.
When setting up a Facebook Ad campaign for your clients…
You need to know what success looks like for them.
Otherwise, you may end up designing the perfect Facebook Ad for a customer who will only be searching on Google for your client’s services.
