TL;DR: A Facebook media buyer is a specialist who runs paid ad campaigns on Facebook and Instagram to find and bring customers back to a business. Their job is to target the right audience, manage budgets, and improve campaign results over time. Hiring a media buyer can help companies get better returns from their ads while focusing on core operations.
When looking at what a Facebook media buyer is, you need to know that a buyer buys and manages paid Facebook ads on Facebook and Instagram. They are responsible for finding customers for their clients’ products and services and returning them to the company.
The main objective of a Facebook media buyer is to run profitable campaigns for their clients. “Marketing without data is like driving with your eyes closed” (Dan Zarrella). To do this, they need to be able to find customers for their clients’ products or services while staying within their budget, all while monitoring the results of their campaigns so they can improve them over time!
What is a Facebook Media Buyer?
Before we look at the benefits of outsourcing media buying and the value a media buyer can bring, let’s briefly state what is a media buyer. A media buyer, more specifically a Facebook media buyer, is a worker who focuses on the management of paid advertisements on Facebook (but also other related social media channels such as Instagram). Besides managing the ad spend, through handling audience targeting, ad placements, bidding strategies, and budgeting, they also optimise the advertising campaign by focusing on performance tracking to make sure that the ads produce high results, which can lead to the marketing objectives, such as increased sales, lead generation, or brand awareness.
Benefits of Outsourcing Media Buying
To boost your ad spending more efficiently and in a cost-effective way, outsourcing media buying makes sense. You will have access to specialized skills and knowledge. Plus, you will have the ability to scale your campaigns fast. As Tom Fishburne once said, “The best marketing doesn’t feel like marketing.” Basically, what outsourcing media buying allows is that you and your business can focus on your core operations, while you have professionals handling the complexities of ad purchasing and optimization.
What Does a Facebook Media Buyer Do?
A Facebook media buyer, or meta ads buyer, is responsible for strategizing, purchasing, and optimizing paid advertising on Facebook and Instagram. Remember the words by Joe Chernov, “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” Therefore, their goal is to maximize return on ad spend (ROAS) by targeting the right audiences, managing budgets, and analyzing campaign performance.
This means a remote Facebook media buyer would create and manage Facebook ad campaigns for a business. “Content builds relationships. Relationships are built on trust. Trust drives revenue” (Andrew Davis). The purpose of these campaigns is to drive traffic back to their clients’ websites, and Facebook media buyers have many different strategies they can use to accomplish this goal. Therefore, a Facebook media buyer is an expert who purchases and optimizes Facebook ads to ensure businesses get the best return on investment. Their role includes audience targeting, budget allocation, and continuous ad performance monitoring to drive better conversions. They would also typically already have a Facebook Blueprint certification.
Some of These Strategies Include:
- They find customers already interested in their client’s products or services. As Seth Godin said, “Don’t find customers for your products, find products for your customers.”
- It creates ads that target people with interests related to the client’s business.
- Measuring the effectiveness of each campaign using tools like Google Analytics helps them decide what changes to make to increase sales (or whatever else they’re trying to accomplish). Remember, “If you’re not measuring, you’re not marketing.”
A Facebook Media Buyer Manages Social Advertising Campaigns for Multiple Clients
A Facebook media buyer is a person who purchases ads on social media platforms like Facebook and Instagram. They don’t create ads; they manage them for clients. To do this, they must understand how Facebook’s algorithms work and how to navigate their ad platform. They are not the same as advertisers, but they work closely with them on campaigns that help brands reach their target audience.
They Are Sometimes Called Social Media Buyers, Digital Advertising Consultants, or Digital Marketers
You may hear Facebook media buyers referred to as social media buyers, digital advertising consultants, or digital marketers. They work in agencies and companies’ marketing departments but would hold a Facebook Ads certification, which is also called a Meta certification. Just note that there is a difference between a Facebook ads manager and a media buyer.
Facebook Ads Manager vs. Media Buyer
A Facebook ads manager and a media buyer are both crucial roles when running advertising campaigns on Facebook. However, there are slight differences between these two roles. A Facebook ads manager would typically oversee the technical aspects of your ad placements and track the performance of the ads. Whereas, a Facebook media buyer would focus more on the strategic purchasing or buying of ad space. The goal the media buyer has is to ensure optimal reach and engagement.
The Main Objective of a Facebook Media Buyer Is to Run Profitable Campaigns for Their Clients
A Facebook Media Buyer aims to run profitable campaigns for its clients. This involves creating and targeting the right audiences and then using them to drive sales and engagement.
To do this, they need to be able to find customers for their clients’ products and services and then bring those customers back.
Because of their role in bringing customers back, Facebook media buyers are often called “retargeting specialists.”
What Is a Facebook Media Buyer: Just Limited to Facebook?
A Facebook media buyer buys paid ads on Facebook, Instagram, and other social media platforms. They can be employees of an agency or a company’s marketing department, self-employed, or work independently as consultants or virtual assistants.
A Facebook media buyer is responsible for bringing in new customers by buying advertising space on various social media platforms such as Facebook, Instagram, and LinkedIn. Their job includes finding the right audience for their client’s business so that they can target them with ads that will generate leads and sales.
One way to consider what a Facebook media buyer does is to consider the difference between buying traditional ads (like TV or print advertisements) and paying for likes or followers. In the latter case, you’re not necessarily trying to get people to buy your products or services; instead, you want them to spread content about your company for free by liking posts on their timelines and commenting on others’ posts that mention yours.
The idea is that this kind of exposure will increase awareness of your brand and lead potential customers toward making purchases over time, which means there are many different ways to spend their budget each month!
How to Choose a Facebook Media Buyer
Choosing the right Facebook media buyer may appear difficult. However, there is a simple rule: select a Facebook media buyer with experience in your industry. They should also have some knowledge of your target audience and be proficient with Facebook’s advertising tools. You can assess their skills and capabilities by asking for certifications, asking them to complete a case study, asking them to present their case studies, and asking for client testimonials.
Conclusion: What is a Facebook Media Buyer?
In short, what a Facebook media buyer is: A Facebook media buyer buys paid advertising on social media platforms like Facebook and Instagram. They are sometimes called digital marketers, social media buyers, or digital advertising consultants.
The main objective of a Facebook media buyer is to run profitable campaigns for their clients by finding customers for their products and services and bringing those customers back to their website or app.
3 Key Takeaways
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Manages Paid Social Media Ads: A Facebook media buyer (or social media buyer, digital advertising consultant) creates and manages paid advertising campaigns on social media platforms like Facebook and Instagram, not organic content like likes and follows.
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Targets Ideal Customers: Their goal is to identify and target the ideal audience for their client’s business. This involves understanding Facebook’s advertising algorithms to reach those potential customers effectively.
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Drives Profitable Results: The ultimate objective is to run profitable campaigns that generate a return on investment for the client. This might involve increasing sales, website traffic, or customer engagement. They achieve this by finding new customers and retargeting existing ones.