Why some Facebook ad pros should be worried
Published: March 11, 2015
Author: Dennis Yu
You probably have seen Facebook Go or related programs where Facebook will set up ad campaigns directly for clients. They’ll consult on strategy, explain how certain features work, build ads with you, and suggest optimizations.
If Facebook is building the ads, then what about you as an agency, consultant, or in-house marketer? Certainly there’s no better credibility in having Facebook folks themselves build Facebook ads, right?
Plus their services are free, so how do you “compete” against them?
If you’re McDonald’s, then you might be worried about Subway or Chipotle taking business away from you. But if you’re Morton’s (or your favorite steakhouse), you’re not worried about McDonald’s.
If you’re a high-end software company (as we like to think we are), then you’re not worried about the cheap offshore labor at $10/hour. Not saying that all offshore labor is cheap or that Facebook’s own staff is low quality.
Rather, you’re not going head-to-head against Facebook.
You have unique vertical expertise and relationships that account reps can’t and won’t be providing any time soon.
In other words, if you’ve branded yourself as a Facebook ads expert, expect Facebook to beat you at their own game. If you’re a single-channel marketer, expect to be disrupted by Facebook, HootSuite, Google, and all manner of tool providers who train folks on their tools.
Facebook has their own free training program and guides.
And you’re not going to want to try to beat them in creating documentation on their own tools.
Do you have vertical knowledge among car dealerships, chiropractors, B2B software companies, restaurants, or another category? Figure out how to tie this into Facebook’s ad platform via a process that you can follow.
Then you’ll see Facebook’s ad reps as your friend, instead of a competitor.
When you create value for your clients, you can charge them based on the results, whether the content or techniques came from Facebook or yourself.