Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance based on what you've told me. It sounds like you're looking for some expert media buyers for your eComm company, and you want to know what monthly ad budget they've managed previously. I've got a few suggestions, but first, I'd say you really shouldn't focus on ad budget as the top-priority.
We'll need to look at ROAS, Product Types, and Margins
Don't just focus on the highest monthly ad budget someone has managed. I've seen plenty of people who can burn through a huge amount of cash without actually delivering any results. It's much more important to look at the return on ad spend (ROAS), the types of products they were selling, and the margins you were making on those products. A media buyer who understands the bigger picture will be much more valuable to you than someone who just knows how to spend a lot of money.
Think of it this way: someone managing £500k a month inefficiently isn't nearly as good as someone who's absolutely smashing it with £50k. What matters is the profit you're generating, not the amount you're spending. I remember working with a subscription box company where we achieved a 1000% Return On Ad Spend using Meta Ads. The key was understanding their customer acquisition costs and optimising the campaigns to maximise profitability, not just ad spend.
So, when you're interviewing potential media buyers, don't just ask them about the biggest budgets they've handled. Dig deeper and find out how they were able to achieve those results. Ask them about the challenges they faced and how they overcame them. Ask them how they measure success and what metrics they track.
I'd say you should consider their general marketing knowledge
Platform experience is also overrated, if you ask me. Sure, it's helpful if someone already knows the ins and outs of Facebook Ads or Google Ads. But a really good media buyer should be able to pick up a new platform pretty quickly. The underlying principles of marketing are the same across all platforms. It's all about understanding your target audience, crafting compelling ad copy, and optimising your campaigns for the best possible results.
So, instead of focusing on platform experience, I'd be more interested in their general marketing knowledge. Do they understand the basics of branding, positioning, and customer acquisition? Can they think strategically about how to use paid advertising to achieve your business goals?
One thing I'd always do is look at their previous experience for a similar client. For example, for a cleaning products company, we generated a 633% return and a 190% increase in revenue using Meta Ads. If they have experience with similar companies, that's usually a good sign.
You probably should test their analytical skills
Analytical skills are essential for any media buyer. They need to be able to analyse data, identify trends, and make informed decisions about how to optimise their campaigns. Can they tell you which ads are performing best and why? Can they identify areas where you're wasting money and suggest ways to improve your ROI?
Look for someone who's comfortable working with data and who can use it to make better decisions. Ask them about the tools they use to track their performance and how they use those tools to optimise their campaigns. A good media buyer should be able to show you how they're using data to drive results.
You'll need someone with creativity
Paid advertising isn't just about data and analytics. It's also about creativity. You need someone who can come up with new and innovative ways to reach your target audience. Have they got the creativity to think of new angles and audiences that'll actually convert? Can they develop compelling ad copy that grabs people's attention and makes them want to learn more? Can they design visually appealing ads that stand out from the crowd?
Look for someone who's not afraid to experiment and try new things. Ask them about some of the most creative campaigns they've ever run and what made them so successful. A good media buyer should be able to think outside the box and come up with ideas that you would never have thought of on your own.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Budget | Don't focus on ad spend managed. ROAS, product types, and margins matter more. |
| Platform Experience | General marketing knowledge is more important than platform-specific skills. |
| Analytical Skills | Look for someone comfortable with data analysis and optimisation. |
| Creativity | Find someone who can think outside the box and come up with innovative ideas. |
In short, finding the right media buyer for your eComm company is about more than just looking at their previous ad budgets. It's about finding someone who understands your business, your target audience, and your goals. It's about finding someone who has the skills, the knowledge, and the creativity to help you achieve your advertising objectives.
Now, if you’re finding all this a bit overwhelming, or you'd prefer to focus on running your business rather than wading through the complexities of paid advertising, you might want to consider getting some expert help. A good agency can take care of everything for you, from developing your advertising strategy to creating your ad campaigns to tracking your results. They can also provide you with valuable insights and guidance along the way, helping you to get the most out of your advertising budget.
We offer a free initial consultation where we review your strategy together. This can really give you a taste of the expertise you'd see going into your project if you decided to work with us. I'm confident we could help you get the results you're looking for.
Hope this helps!
Regards,
Team @ Lukas Holschuh
