Facebook has made social advertising dead simple.
But after a certain point, scale, efficiency, and impact all start to suffer, and it’s not hard to understand why.
For most companies, big and small, the Facebook advertising journey goes something like this…
You start off showing a few dozen ads to a few audiences. Then a few more. Then you add in some A/B testing (aka split testing).
The budget keeps growing along with the number of ads, campaigns, creative assets, audiences, and time spent reporting on it all.
One day, a marketing manager comes to you with teary, bloodshot eyes and tells you that somehow his team overspent massively on one of your ad sets.
They just couldn’t keep everything straight in Power Editor.
Ads now number in the hundreds, there is all sorts of advanced targeting going on, and reporting is taking hours and hours to complete in Excel Hell.
This is exactly when you should look for a Facebook Marketing Partner.
What is a Facebook Marketing Partner?
Facebook Marketing Partners (FMPs) are a group of tech companies and agencies that have been vetted by Facebook and certified for their excellence in helping advertisers get the most from their campaigns.
Looking for a SaaS tool designed to manage an enormous number of campaigns?
Looking for easier, faster reporting?
Thinking it would be nice to create and manage things in bulk?
Interested in targeting audiences based on the apps they have on their phones?
Want to be done with it all and just have a team of experts run the campaigns for you?
That’s why Facebook Marketing Partners exist.
Great, but are FMPs worth the cost?
If Facebook’s Success Stories section is any indication, there are a lot of advertisers getting their money’s worth from FMPs.
Gaia, one of our SaaS clients, recently gave us feedback about what they’ve seen since moving from Facebook’s native tools to AdParlor’s social advertising platform.
Since switching, Gaia has seen:
- 75% reduction in time to create campaigns (cut from two hours to thirty minutes)
- 31% increase in purchases
- 50% savings in time spent adjusting campaign bids
- 60% reduction in time spent generating reports
Those are some phenomenal improvements. You can read the full story here.
One thing you should know before hiring an FMP
Not all FMPs are created equal, and advertisers should choose wisely.
One of the best ways to do that is through a bake-off where advertisers select multiple FMPs to run real campaigns.
The FMP that drives the best results wins.
Recently, American Century Investments put two Facebook Marketing Partners to the test in a bake-off and found out just how big of a difference there can be between partners.
The FMP that won drove 10x more leads at the cost of $236 per lead compared to $2,407 per lead. Ouch!
If your people are stressed, overcaffeinated, and locked in Excel Hell;
If you’re managing hundreds of ads and struggling to make sense of it all;
If you are having trouble achieving more scale or reaching new audiences;
Or if you’d just like to hand it off to a team of experts to manage it for you;
Maybe it’s time to look for a Facebook Marketing Partner.