By Ana Gotter on 20-Mar-2019 16:00:15
You have a potential client who has heard about the benefits of Facebook Ads-- how they can improve reach, brand awareness, traffic, and sales. They know, however, that they're a specialised skill and a lot of work, and decide that it will be best to outsource this particular task. And that's where they get stumped.
If you type "Facebook Ad Agency" into Google, you'll be swamped with thousands upon thousands of agencies all clambering to land you as a client. And unfortunately, they aren't all created equal.
It's often undeniably frustrating for quality agencies and service providers to watch lackluster competitors end up booking the clients while they struggle to do so, but having the right information and packages listed online can make a world of difference. In this post, we're going to take a look at what types of Facebook advertising packages you could consider offering your clients, how to structure them, and how to promote them to ensure success.
What Exactly Are Facebook Advertising Packages?
Most agencies offer detailed Facebook advertising packages to their clients instead of working on an hourly or per-campaign basis.
This works out well for both the client and the agency. The client knows exactly what they'll be paying and what they're paying for, and the agency can streamline client intake, know how much they'll be making, and allocate costs and spending in their own business accordingly. It also typically allows for up front payment, and having a clear understanding at the beginning puts everyone at ease and can help to start facilitating that trust early on.
Types of Facebook Advertising Packages to Offer
Some ad agencies will only offer a single package, or one of several packages: you pay x amount for x number of ad campaigns, which are created and managed. Some may have more offerings, including setting up your Page, monitoring the ads for engagement, and so on. In many cases, there will be different tiers of packages based on the number of campaigns the client wants managed, the level of attention the campaigns get, or both.
Here are a few examples of Facebook Ad services that can be used to create packages (or be standalone packages on their own) and what they might include:
- Ad creation, including strategy development, creative design, copywriting, and audience targeting. Many agencies offer this; some exclusively offer this, or only select services within it.
- Ad management, including the creation of ads, managing them as they run (including making adjustments as needed), running split tests, and handing back detailed reports. This is pretty standard, and it will be up to you to determine how detailed you want to get with the ads management and reporting before you define your packages.
- Ad optimisation, which often has some overlap with ad management, but is typically associated with more aggressive intervention with ads, bids, strategies, and more as the campaigns and split tests progress. Think the difference between seeing a retirement consultant once a year and having a financial planner adjusting your accounts for you based on your interests and the current market.
- Ad engagement management, particularly responding to users who comment on the ads and answering questions. This is unusual to see from a Facebook Ad agency that strictly focuses on PPC campaigns, and is more common in those that offer full social organic management with some Facebook Ads work on the side.
Smaller, more personalised and expert agencies might charge high rates for even just 10 ads; others may use software and charge high rates for a hundred or more. Decide what niche you want to focus on before finalising your packages and pricing; some agencies focus on scale, while others treat each individual ad like a boutique experience. Consider what your target audience would want and what they can afford.
As you're creating your Facebook advertising packages and sharing them with the world, how you present them matters a great deal, whether you offer just a single package or a wide variety of services. Let's take a look at some of the ways you should present your services in order to make them more appealing to clients.
Ad agencies and advertisers in general are not known for being particularly transparent or trustworthy. It’s actually not even uncommon to hear of agencies that charge fees and not disclose exactly what the client is getting for it, meaning they end up with a little more profit on the side.
Be transparent on your site, either with what you’re charging, where the client’s money is going, or even what the process of working with you looks like.
Do you offer free consultations that allow you to share this information with your clients, where you can better explain your process and what you offer? Do you have a contract that’s clear about deliverables and what you can and can’t do? You obviously won’t have all of this featured on your site, but you can make it clear up front that you will be transparent and you can be trusted.
2. Use Terms like Data-Driven
When clients are looking for ad agencies, they typically like to see signs of creativity, but terms like “data-driven” and “results-oriented” are going to stand out. There’s a very low barrier of entry when it comes to creating a social media ad agency, so highlighting exactly how you collect data, where you get it from, or how you implement it on your site will work to your advantage.
Plenty of agencies do focus on terms prioritising data, results, and key metrics, so if at all possible, use either key site pages or blog content to elaborate more on what you can offer customers. Explain what metrics you watch (and how you don’t rely on vanity metrics), and how ad optimisation is an ongoing process that involves rigorous testing. Not only will that help win over clients, it will also put them off from conducting their “rigorous” tests on their own because it just sounds like too much work.
3. Explain Your Strategies or Methods
There’s something to be said for not giving away all (or any) of your strategies up front; you don’t want to give everything away for free so that your clients don’t need you or so that your competition can swipe your best ideas out from under you.
You should, however, often hints of what you can do or how you do it. Do you use software that will optimise your ad campaigns? Do all of your agents have years of experience working directly with ads? Are you relying on rapid-fire testing, or data you’ve accumulated from years of working in the industry?
Whenever possible, try to make it clear that even if you’re using a large amount of data from past ads for the clients’ benefit that you’ll still approach their ads and their business uniquely. Each audience is different after all, and every business has their own needs; embracing that clearly will put the client at ease.
4. Detail Your Packages Clearly
You’ll notice that in a lot of the examples we’re showing here, the different ad packages agencies are offering are very clearly laid out. They’ll name the package, potentially feature a price (we’ll talk about this soon), and then detail exactly what services are included within the package, and to what extent.
Don’t just say “ad management” for example; specify if you’ll be providing the images, videos, and copy if you are, and make sure to mention that you’ll create, edit, manage, and optimise up to 100 ad campaigns in a certain package. If there’s something you don’t do, like budget management, you can mention that up front but you don’t necessarily need to list it on your site. As long as your clients are on the same page after the consultation, you’re good to go.
If you offer customised services, then mention that. Explain what services you do offer, and consider giving examples of what different packages might look like. Let people know to get in touch for a free consultation to discuss what’s right for them; this can be effective, as long as you have enough supporting information on your site to show that you do offer what they need.
5. Feature Rates on Your Site
Flat rates packages with potential flat rate add-ons are almost always going to be the way to go, especially since they can help keep everyone on the same page and they can typically help you make more profit in the long run (as long as you've got the right pricing set up!).
In most cases this will be a fee; in others, it may be a flat rate of the ad spend that the client has approved. The former gives you a lot of control, but the latter ensures that you're getting paid for the exact work you're doing.
Whichever option you choose, try to feature rates on your site, but only if they're relatively standardized. If you say "starting at $500" but most of your packages really cost more like $5000, you'll attract the wrong type of leads and potentially hurt yourself in cost negotiations. Only post rates alongside examples of specific packages people can purchase. This way, even if you have a lot of customization options, people have a good idea of what they could expect to pay for certain services.
6. Have Social Proof
One of the best ways to attract your target audience will be to have plenty of social proof that can show you can back up your claims. Do what you can to increase the number of client testimonials on your site and online review platforms like Facebook or Google, and feature these reviews on your site. Consider adding a link to your testimonials or a link to "As Seen In" publications on the page where you're listing your services with a CTA along the lines of "You can see what our clients have to say here."
It goes without saying that you should also be running outstanding ad campaigns of your own, even if you're on a tight budget. Now that Facebook's Info and Ads allow users to check out your Page and review all the ads you've got running, you can send users there to see an example of the campaigns you can create for them. If yours are great, not only will it attract clients, it will help them feel great about your services, too. You would never hire a web developer with a disaster of a site; clients won't hire you if your ads aren't up to par, even if your packages meet their needs.
One thing to keep in mind when starting your ad agency is that it’s unlikely that your agency will be the perfect fit for all clients. Advertising services are complex, and so many agencies exist because there are so many great ways to see results. It’s not like Kleenex, who just has to put out soft tissues that appeal to everyone; each business has different needs, levels of experience or ad knowledge, goals, audience niches, and budgets.
That’s ok, and embracing this up front will work to your benefit. If you only want to focus on ad creation and charge boutique rates for those ads, own it and go for it; there’s an audience who will need that, possibly including other agencies who just want to outsource the creatives themselves. You can’t make everyone happy, and if you end up trying, you’ll likely lose out on the clients who are a perfect fit for your business because you aren’t marketing to them properly.
No matter what you choose to do, it’s typically a good call for newer and not-quite-established-agencies to be as transparent as possible on their site and be clear about what their Facebook advertising packages are, what makes them different, and what they can offer. If you focus on that and use the right marketing strategies, you’ll be able to create distinctive packages that work for you and your headed-your-way clients.