I recently was asked what I do for a living. I let the individual know that I manage Facebook Ads for businesses. The person seemed surprised that I made a living that way. You see, “there’s an app for that!” It’s true that there are more and more apps available to us. This includes tools that Automate Facebook Ads based on a set of predefined rules. Facebook even offers its own internal Facebook Ad automation tool.
So, why shouldn’t a business save some money by investing in an Ad Mangement tool instead of an Ad Management Agency? Good question!
Exploring Facebook Ad Automation Tools
The way most of the Facebook Ad Automation Tools work is quite simple. You input the values that are significant to you and the system will automatically turn the ad off when those values are hit. You could, for example, set a rule to turn off your ads when your cost per click hits $1. Or, if your frequency hits 3. This saves you the time of going in every day to monitor the performance of your Ads. You can just set up your app to do that work and save your time.
The problem with Facebook Ad Automation Tools
Often times Facebook Ad Automation Tools provide a false sense of security. Many businesses do not have a clear understanding of how Facebook Ads work – or how to leverage the automation tools. Because Facebook operates on an auction system, it’s not uncommon to have the cost per action fluctuate depending on the time or day. A high cost per action may only be temporary. Over the course of the campaign, this cost may level out when averaged with the other actions. There is simply no better way to manage your Ads than to have a trained expert analyze each and every ad. Automation tools will look at your predefined expectations, but they can not see the big picture.
Best Practices When Using Facebook Ad Automation Tools
The tool I prefer to use is the internally provided monitoring rules. I set my rules, and request the system only to notify me when the limits are hit. I trust my eyes much more than I trust a blanket rule at determining the success (or failure) of an ad. While we do monitor each of the ads we manage daily, these automated tools can alert us to situations that require a closer look. Managing Facebook Ads requires more knowledge and attention than keeping your cost per action under a certain amount. A quality Marketing Expert will take frequent and comprehensive looks at statistics such as reach, frequency, cost per action, relevance score, feedback, engagement, clicks, conversions, and more, before drawing any conclusions.
These Facebook Ad Automation tools should not be used as a replacement to ensuring you have quality Ad Management. So whether that means you want to continue brushing up on best practices for running Facebook Ads, or if you choose to hire professionals to manage your Ads, don’t put too much trust and confidence into tools that claim to be able to manage your ads for you.
Meg is the Founder and CEO of EIEIO Marketing. Originally from Rochester, NY, she now lives in Phoenix, AZ with her husband and their 4 daughters. Meg has been involved with marketing to moms for over 7 years and has experience working for Facebook within their Marketing Expert Program. When Meg is not managing ads for clients, teaching digital marketing strategy, or furthering her own professional development – she enjoys getting the family out of the house to explore a variety of fun and educational adventures. After the kids are in bed, Meg enjoys binge watching Netflix, fantasy football, and a glass of wine. Learn more about EIEIO Marketing.