If you have ever run ads on Facebook or Google, you’ve likely received an email like the one below:
For the past several years, Google, Facebook, and now even Amazon “account reps” are reaching out to offer strategic advice on how to optimize your ad dollars on their platform.
At first glance this offer for a free account check up seems like a great deal of free value. Who better to share how to use a platform than a representative from the platform itself, right?
Well, maybe… But maybe not.
There are a few things to keep in mind any time you decide to go forward scheduling a meeting with one of these experts:
1. Reps are more familiar with their platform than your business.
This one may seem obvious, but it’s important to remember that someone who has a full understanding of your overall business strategy and goals is going to give you the best strategic advice. While an account rep may have a recommendation to start using a new ad or campaign type, they don’t always understand how that will impact the rest of your budget, the landing page set up involved, or the value of that tactic within the broader context of your strategy.
Which brings us to our second item:
2. Reps are likely encouraged to “market” new platform features.
It should be no surprise, when a new feature rolls out as a beta or otherwise, the platform will want as much of their user base to start using the feature as possible so they can begin measuring it’s efficacy. This is not necessarily a bad thing, and can be quite helpful in keeping you up to speed on the latest features and options available to you. Just be careful not to be pressured into spending money on a tactic you’re not fully confident in.
So, are account reps bad?
No! In our years of collective experience, we’ve had many effective calls with Facebook, Amazon and particularly Google’s Accelerated Growth Team. To set yourself up for success going into a conversation with an account rep, keep the above two points in mind and be clear about your expectations. If you do, you’ll typically exit the conversation with clarity that you’re either doing all you can with your current budget, or there are one or two areas you’re able to optimize.
Speaking with an ad performance rep can often be helpful, especially if you have a specific concern you need addressed, or a ticket that needs to be elevated. Just remember to put your business goals first and understand the person on the other line is accountable for performance metrics that may not always align with your broader strategy.