Most people don’t talk to their ads managers very much. (When I say “ads manager” here, I’m referring to the person managing their ad campaigns, not the tool on Facebook) Sure, there are some exceptions. But more often than not, “good clients” aren’t diving into their ads data very often. That’s because the best clients have successful businesses where the ads “just work” most of the time. Since the ads are just a fraction of what contributes to their success, when the ads are working well, they can often end up on the CEO’s back burner.
Just to be clear: I’m not talking about nagging your ads manager with nit-picky questions about campaign set-up or obsessing about micro shifts in performance.
I’m talking about being in touch with the results so that you can ask questions that encourage communication about goals, performance and projections.
Here are 3 easy things you can do to make sure you’re getting the most out of your ads manager.
1. Read your reports.
Even just skimming them is great. If the numbers are hard to understand? Say something. Your ads manager can explain them. Is there too much and it’s overwhelming? Ask your ads manager to share only the top-level numbers.
2. Ask Questions
Not sure what something in the report means? See some numbers in Facebook that you don’t understand? Ask your ads manager. All the ads managers I know LOVE to talk about ads. It’s our happy space. We won’t be mad if you ask.
3.Share your data.
Next to your CFO, your Ads Manager potentially knows the most about your revenue patterns. Facebook tells us a lot, but it doesn’t tell us everything. Sometimes your email platform, your CRM or your funnel software has better data than Facebook does. Sometimes we can see the lead costs, but not whether people are actually buying. Sharing performance numbers can help your ads manager do a better job managing your ads– even when they’re working well.
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