As if running an eCommerce business wasn’t overwhelming enough, today’s owners are now also tasked with finding a Facebook Ad Agency they can trust to scale their business further. And this is hard. With the market so heavily saturated by “Facebook Gurus” and “award-winning” Facebook Marketing Services, it’s nearly impossible to recognize WHICH agency has the proper knowledge to set your brand up for PROFITABILITY.
Jumbolicious Technologies – Facebook Ad Agency
Think back to the last time you were in the
process of hiring a Facebook Ad Agency …
You’re confident in your decision to hire them but realize quickly that they care more about scaling your spending than your business. Why? Because that’s how they scale their own business. You’ve probably been burnt several times by agencies that “play the game” and are unsure about how to proceed; hand off your account to inexperienced media buyers and people who frankly have never scaled a business.
The truth is that when considering a Facebook Ad Agency, it only takes one conversation to spot multiple red flags. So, to help guide your consideration stage, we’ve put together a list of essential steps the right Facebook Ad Agency should take to scale your business.
Step 1. Brand Deep Dive
Top Facebook Marketing Agencies will start by deep diving into your business’s foundation. This 360 brand view should include customer profile, revenue, net profit, product lineup, best sellers, marketing channels you’ve explored, and what’s currently working and what isn’t. When Jumbolicious Technologies begins working with new DTC businesses, we conduct a full audit of Facebook Campaigns, Shopify data, Klaviyo, Google Adwords, and Google Analytics. Regardless of the eCommerce business, we focus on three primary metrics to structure campaigns to ensure we can create a scalable environment: Conversion Rate, AOV, and LTV. Once we have a good grasp of those metrics, we can begin discussing realistic goals and budgets. Within 24 hours, any experienced Facebook Ad Agency should be able to identify the business gaps/challenges and clearly understand how to improve the outlook immediately. So if they never asked you the right questions about your business and suggested an overall business audit – Stay Away!
Step 2. Funnel Audit
After establishing the foundation, a trustworthy Facebook Marketing Agency will typically dive into a Facebook Funnel Audit to focus on each campaign’s current structure and historical performance.
How many campaigns are currently running? What does the campaign structure look like? Are campaigns consolidated? What are the targeting and performance? Is the performance truly reflective of market fit or based on the poor campaign setup? Are campaigns optimized towards purchases? Is the budget split appropriately on prospecting and retargeting? Are the ad frequencies on cold and warm traffic where they should be?
After establishing the foundation, a trustworthy Facebook Marketing Agency will typically dive into a Facebook Funnel Audit to focus on each campaign’s current structure and historical performance.
- Is your pixel firing the right way?
- Is your domain verified?
- Is the brand using Facebook API for the complete tracking environment?
Step 3. Creative Audit
Top Facebook Ad Agencies understand that 50% of advertising success on this platform relies on the creative, which is why their third step should be a creative audit. This should include the current impact of existing ads, CTR, ad quality score, ad engagement, usage of DPA, slideshows, carousels, collection ads, and more.
By conducting an audit, top ad agencies can gather the insight they need to develop new creative or improve current ones. Many brands who approach us haven’t adjusted their creative in months or recycled the same assets across different campaigns. (TOF and retargeting). In some cases, Facebook can penalize this practice with poor ad quality scores that impact reach. On the other hand, Facebook rewards strong creativity with cheaper CPM, translating to less expensive traffic and ultimately cheaper conversions.
At Jumbolicious Technologies, we have a dedicated creative team that not only identifies the creative gaps but has one focus: building new creative as needed to ensure the campaign runs as efficiently as possible. Unlike other agencies, we pride ourselves in ensuring that creativity is refreshed frequently to ensure we are always putting our best foot forward.
Step 4. Funnel Rebuild
A leading Facebook Marketing Agency won’t be afraid to conduct a full-funnel rebuild. An effective funnel should consist of three primary campaigns broken out into prospecting, retargeting, and a post-purchase campaign.
For prospecting campaigns, you want to introduce different targeting methods: interest-based targeting, look-alike based targeting and broad targeting. Many apparel brands approach Evestar with heavily focused retargeting campaigns that lack audience exclusions. As a result, Facebook serves messaging to a cold audience who hasn’t previously engaged with the brand, hindering first-time customer growth and impacting revenue. If you’re working with the right Facebook ad agency, they won’t be afraid to allocate the largest budget to Top of the Funnel campaigns. While this might reflect a lower ROAS, it will drive new traffic to your brand if the appropriate targeting and audience exclusions are set.
These campaigns should comprise about 30% of the budget and target visitors based on their website or past ad interaction behavior. A top Facebook Ad Agency will primarily focus on “view page retargeting” and “add to cart” retargeting. It’s important to keep ad frequency under control in retargeting campaigns by staying under 5-6x on a 30-day window. The more you spend on prospecting, the bigger your retargeting audiences will be and the more you’ll be able to spend.
75% of businesses we audit show a significant misallocation of ad dollars. The most common reason is that the setup is optimized towards the highest possible ROAS. Agencies might want those reports to look as strong as possible but what they don’t tell you is that they’re letting Facebook zero in on your warm traffic, which is easier to convert but doesn’t help scale your business since there isn’t the appropriate prospecting budget allocation in the mix.
These campaigns optimize LTV, a metric that drives profitability and lowers CAC. The right Facebook Marketing Agency will build post-purchase funnels based on upsell/cross strategies and win-back campaigns during the promotional season, as well as new product release phases to create repeat purchases.
Step 5. Testing
Once you’ve set up the structure, developed new creative, and optimized the website UX/CRO, your environment is ready for testing and scaling. Depending on the previous account spend, a solid initial testing phase generally lands between $5,000 – $10,000 per month. Throughout testing, a credible Facebook Advertising Agency should achieve solid benchmark metrics in CAC/AOV/Conversion rate for the test to be successful. It’s only once metrics are solid that your team should increase budgets. Scaling campaigns requires precision and creativity, which is why experienced campaign managers understand how quickly you can sensibly scale the budget and when the time is right to swap out creative.
Step 6. Data Analysis + Reporting
Last but not least, the right Facebook Ad Agency will provide reporting that reflects measurable data from your campaigns. Experienced ad agencies will set up appropriate KPIs that follow consistent attributions while also assessing different models such as first-party data, 1st click, and last-click attribution model, or adjusting to a different attribution window if your business requires it.
It’s important to understand that a customer has several touch points before buying a product. To capture each stage throughout the customer journey, many brands will run campaigns across various channels such as Facebook, Google, Youtube, Pinterest Ads, email marketing, and SMS Marketing. Since each channel has its attribution model, the right agency will harness this data to improve budget allocation and optimize the funnel.
At Jumbolicious Technologies, we believe in developing a firm understanding of the consumer journey by conducting our assessment from top to bottom. By understanding how different audiences travel throughout the marketing funnel, we can make the necessary improvements to scale your business and take you to the next level.
5 StarsbyRozco Mc
5 StarsbyJustin Ladenthin
5 StarsbyMarketing Department