Why You Shouldn't Fire Your Facebook and Instagram Agency Right Now
Many of you reading this run ad agencies, and there’s many things we disagree on, but one that we know for sure; is when results “decline” or times get tough, man do people go looking around for another agency to handle their ads.
It’s too familiar of a situation in our industry. The brand feels their agency isn’t “doing enough” to “turn things around” and no doubt, there’s situations where that’s true. But I’m going to guess you’re reading this because you’re one of the good guys. I’m guessing you’ve poured your time and energy into so many accounts recently and it feels like each day we’re set to the sea in a different ship we don’t know how to navigate.
There’s been daily changes that even for people like me, who follow this news minute-by-minute, have a hard time understanding within context.
So, I wrote this article is for you to send along to clients to give them some outside perspective.
Reasons for not firing your agency right now
iOS14 changes just happened.
There are, I don’t know, roughly a billion changes that are happening to things as we speak. From changes in attribution, to ‘federated learning’ no one can say definitively right now what “doing it right” looks like. We all have suggestions, but there’s no blueprint.
Consider your agency as a true partner right now and work to understand and really hear all the things they’re telling you.
Please don’t look at day-to-day metrics anymore. Let’s hold hands and walk into the sunset of looking only at seven, 14, or even 30 day windows to know what is working and what’s not. Let your agency live in the day-to-day.
If your numbers from post-purchase survey tools, like KNO, give more credit to Facebook and Instagram, lean into that.
It’s pretty simple: you just can’t trust Facebook with reporting right this moment. Post Purchase surveys and blended data are your best bets for understanding if something is working.
There’s not some secret sauce some other agency has.
There are tactics, but none I’d qualify as some knight in shining armor. If the competing agency uses phrases like “proprietary” and “secret” in the same sentence, you need to run.
Last year, 2020, ecommerce boomed.
Comparing this year to last is going to leave you in a bad place.
Changing Agencies Now Would Further Set You Back
Unless your agency is literally torching cash and you need to exit asap, I’d stick with who you have. If you’re still not confident, you can hire us for an audit.
A Video to Defend Your Work
Finally, I’ve recorded several videos recently on behalf of agency clients we work with and support. This one was on our front porch, (randomly), but it gives you an idea of the way I’m trying to explain it to others as well. Enjoy.
