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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.

But wait…

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.

a7W_3WhERelationships matter! Niche vertical knowledge matters! Together that’s a powerful combo securing your future.” -Mike Gingerich

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.

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Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at, his blog, or on Facebook.