Unfortunately, not everyone can be a Facebook advertiser, not even those with relevant digital advertising experiences. To be a Facebook advertiser who survives the fast-paced world of digital advertising, you must possess several qualities that show you have what it takes. For example, our team here at AdvertiseMint only welcomes advertisers who are dedicated to their work, who are problem solvers, and who are honest—and those are only a few of the qualities we require of you. Do you think you have the qualities of a successful Facebook advertiser? Let’s find out.
1 . You Must Be Dedicated
A Facebook advertiser managing several accounts must be dedicated. Facebook advertising is not for the lazy. In fact, if you don’t adequately dedicate your time and energy to your accounts, your ad campaigns will fail. Managing ad accounts is an arduous task. As you would with your newborn child, you often have to watch your campaigns carefully to ensure that, as Facebook is delivering your ads to different placements and different audiences, your CPAs (cost per acquisition) aren’t skyrocketing in the process. If your CPAs are skyrocketing, you have to ensure that you’re there to quickly pause the ad before it spends more of your client’s budget.
Because managing Facebook ads requires a lot of time and attention, many of our account managers that handle bigger clients stay an hour or two after work or briefly check their accounts over the weekend. As you can see, being a Facebook advertiser requires hard work. If you want a slow, relaxed occupation, Facebook advertising isn’t for you.
2. You Must Be a Problem Solver
Although being dedicated is a great trait to have as a Facebook advertiser, it, unfortunately, doesn’t suffice. As a Facebook advertiser, you must also be a problem solver. When your ad campaigns’ performances are plummeting, it’s imperative that you can quickly solve the problem, whether that’s to pause the ad, adjust the bid, or upgrade the creatives. Facebook advertising, as our CEO, Brian Meert, would always say to his prospective clients, fluctuates between good and bad days—this is inevitable. Some days your ads will perform well; some days they won’t. It’s important that you have the ability to quickly solve a problem as soon as it arises.
3. You Must Be Honest
The age-old adage rings true for all Facebook advertisers: honesty is the best policy. When your campaigns aren’t performing well, whether it’s due to natural causes or an error you made while creating your ads, it’s important that you’re transparent with your clients. Our CEO always instructs our account managers to share unpleasant news with our clients about an underperforming campaign rather than to ignore the problem and hope that the client doesn’t notice.
When you’ve made a costly mistake or when your campaigns ceased to be profitable, always let your clients know as soon as you can with a detailed reason of why their campaigns aren’t performing well. Doing so is not only ethical, but it also strengthens the trust between you and your client.
4. You Must Be a Good Communicator
Being a Facebook advertiser often requires you to communicate with clients, whether that communication occurs via phone call, video chat, or email. Sometimes, although very rarely, a client may even demand that you two meet in person. Because you will often speak or write to your clients about status reports and updates on your campaigns, it’s important that you have good communication skills.
Additionally, you must be able to maintain your composure and professionalism when enduring written or verbal complaints from clients. Screaming expletives at clients, whether through phone call or written messages in all caps in an email is not tolerated. (And, yes, passive aggressive responses to clients are also not tolerated.)
If you don’t like receiving phone calls (and the occasional angry ones), spending 30 minutes in conference calls, or interacting with clients in the flesh, perhaps Facebook advertising isn’t the one for you.
5. You Must Be Creative
As a Facebook advertiser, you will oftentimes work with copywriters and graphic designers who craft creatives for your ads. You’re responsible for choosing which copies and graphics you think will perform best with an ad. When you’ve received samples for copies and graphics, you must be able to look at them critically, give feedback, and offer suggestions.
6. You Must Be Analytical
Make no mistake. After you’ve created your ads and delivered them to the world wide web, don’t expect to dust your hands off in self-satisfaction and call it a day—the work has only begun. You will need to analyze results, data, and insights. You must have analytical skills to determine what’s working and what isn’t working, to know what changes you need to make to generate conversions while keeping your CPAs low.
Before you choose Facebook advertising as your career field, ask yourself this: do I have what it takes to be a successful Facebook advertiser?