Facebook Ads

Convincing brands to allow your agency to spend their money on Facebook ads is a tough sell.

It’s a ‘tough sell’ because they know, as well as you do, that Facebook is an emerging channel where few of the rules are known, and in which the conditions are constantly changing.

With this knowledge many brands say that they should manage their own Facebook ad campaigns or avoid serving any ads at all. Some report that they have tested Facebook ads with other agencies and that it didn’t work or that they have heard many stories of ad campaigns going wrong and that they don’t want to waste their budget.

A disconnect often occurs where Paid Search Experts at agencies take the opinion that Facebook ads will run the same as Google ones, while brand managers on the client side hold the view that Facebook ads are more akin to Display advertising; totally different to Google.

The upshot of this is that brands are not convinced by the credentials of Agency-Land to deliver Facebook ads successfully. Yet.

I am sure that this will ring true for every one of you.

It is my intention with this column to give an insight each month into how you may be able to better-demonstrate value to your clients with this challenging channel, making it easier for you to win, grow and keep Facebook advertising business in 2012….