On one side you have media buyers and search pros that live and breathe CPC advertising and on the other you have the social media team who knows the channel intimately.
If you are part of a full service online ad agency or are marketing to consumers online, then without a doubt Facebook advertising is a big and growing part of your offering. Facebook advertising is in demand for all the right reasons; it reaches a responsive audience where they spend their time, it has good targeting options, it has scale (and then some!), it can be bought and managed on a performance basis to accommodate your acceptable or target cost per acquisition, it is an evolving platform with richer ad units and targeting capabilities as it matures, and it just plain works.
As Facebook advertising has grown in importance in the last couple of years, there has been some confusion within online marketing teams both internal and agency side about who should be wielding this powerful tool. On one side you have media buyers and search pros that live and breathe CPC advertising and on the other you have the social media team who knows the channel intimately. There are compelling reasons to trust either group.
I recently asked our internal teams to give me their best arguments to own this part of the business.
Display and search team:
Bottom line: experience in optimizing PPC in tools, experience in tagging for best optimization.
Social media team:
Bottom line: the social media team understands the community and can anticipate their reactions, can integrate with other platform efforts and share learnings they relate to, and can optimize for new social tools, ad options, and metrics.
Both teams make strong points and the answer for us has been a collaborative approach that makes the best use of the different experience, skills, and talents within each team. But PPC in search or display and PPC in social should not be confused. They reach different audiences in different environments with different mindsets and goals. Maybe the question is not who should own Facebook advertising but something else entirely. As the digital and social spaces continue to reinvent themselves, so must the professionals working in those systems - whatever their title.
Who manages your Facebook advertising and why?
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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September 17, 2014
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