Solved: Need Expert Review of Ad Creative & Targeting Strategy

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on finding an agency and things to look out for. It sounds like you're on the right track looking for expert help, and I can definitely point you in the right direction.

We'll need to look at their case studies...

First off, you'll wanna take a good look at their case studies. This is where you see whether they actually know what they're talking about or if they're just winging it. See whether they have experience with a similar niche to yours and whether they were able to drive results for these clients. I'd be especially interested to see if they've worked with a delivery service before, or at least something in the food and drinks industry. If they have a case study about delivering beer - even better!

Of course, you gotta be realistic results wise as it might be difficult or competitive in your niche. But if they've got good case studies and it sounds like they truly have the expertise, that's a great sign. We have detailed case studies walking through the full strategies and results we've implemented for clients that give any prospective client a really good idea what we can do for them and whether they should trust us.

I'd say you book a consultation...

Once you've found a couple of agencies with good case studies and reviews (more on reviews below), get on a call with them. Book in an intro meeting or consultation and ask away, see what advice they have for you. For example, we offer a free initial consultation where we review their strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

Look for expertise here, like they know what they are doing and aren't just promising you results. Tbh in paid advertising, you can't really promise anything as it's impossible to predict how exactly the ads will perform. So be wary of anyone offering you a guaranteed amount of sales, it's just not possible!

During the call, ask them about how they plan to address the issues you're seeing with your current Facebook ads. How would they refine your targeting? What kind of ad creative do they suggest? A good agency will have a solid plan and be able to explain their reasoning in a clear, understandable way.

You probably should check their reviews...

Always look at their reviews, see what other clients have been saying. If they have strong reviews that's definitely a good sign. Lots of reviews mean they probably have a good track record and that they haven't burned bridges with previous clients. We're proud of the reviews we get as we work really hard to drive results for our clients.

But if it feels like they don't have the expertise you need, after you've done your research and looked through their case studies, then it's probably not a good fit. It's really important to find an agency that understands your business and your goals. If they're not asking you lots of questions about your business, it means they're not putting enough effort in to understand you.

Tbh if someone asks us for references or to call one of our clients after they've already reviewed our case studies and gotten a free account review, it's an instant red flag for us that we're not a good fit as it signals they really don't trust us and that'll probably continue.

You'll need to get really specific with the targeting...

Now, addressing your issue with Facebook ads specifically, it sounds like you're struggling with targeting. 'Craft beer enthusiasts' is far too broad, you'll just be wasting money showing ads to people who aren't actually interested in your service. You need to think about other interests and behaviours that your ideal customer might have.

Do they like BBQs? Specific sports? Micro-interests like that can massively drop your costs. I remember one campaign we worked on for a drinks company and narrowing down the targeting to a few very specific interests like 'home brewing' & 'cider making' seriously improved results. Try to think beyond just "beer". What kind of lifestyle do your customers have? What other products or services do they use?

...and show the beers off!

Secondly, are your ads actually showing the beer? Sounds daft, but often the simplest ads work best. High-quality photos of the drinks will do the trick. People need to see what they're buying! Have you tried videos too? If you're doing deliveries, show a quick video of a delivery being made. It's all about convincing people. Get some good lighting for the photos. And make sure the background of the image doesn't distract people from the product!

If you’re running Facebook or Instagram ads, take advantage of the visual nature of these platforms. Show off the beers in an appealing way, highlight any special offers or limited-edition brews, and make sure your call to action is clear and compelling.

...and make sure it's easy to order!

Also make sure your landing page is up to snuff, and it's dead easy to order the beers. People need to be able to order from their mobile really easily, and it should only take a few clicks. If your website is slow, or clunky, it will put people off ordering.

Your landing page should be optimised for conversions, with clear calls to action and a seamless checkout process. If people have to jump through hoops to place an order, they’re likely to abandon their cart and go somewhere else.

I've detailed my main recommendations for you below:

I hope these tips help you find the right agency and get your Facebook ads performing better. Paid advertising is a tricky and dynamic thing but its very much possible to drive the results you're looking for with the right strategy!

If you are interested in seeing if we can help you out further, we have the expertise to give you an excellent paid advertising strategy! If you would like to book a free consultation, please get in touch.

Regards,
Team @ Lukas Holschuh