When to DIY Meta Ads vs Hire an Ads Pro with Kwadwo Sampany-Kessie

PodcastMarketing

Sep 4

Episode 880: Show Notes

There is definitely a trick to running Meta ads and it can take some time to figure out how to do it. Today, on the show, Kwadwo Sampany-Kessie discusses when to run Meta ads yourself and when it’s time to hire a pro. He’s a successful Facebook Ads Manager and Strategy Partner and host of The Art of Online Business Podcast.

Kwadwo started his career teaching expats in China and got a reputation as “the Facebook ad guy” for creating silly videos while living there. When he and his family got stuck in Mexico during COVID-19, his business teaching Chinese crumbled (as so many did during the pandemic), and Kwadwo got a job running Facebook ads at an ad agency. Now, he has turned that into a whole new business! While in China, Kwadwo believes that he was running Facebook ads “the wrong way" and it was only when he started running them at the ad agency during COVID that he learned the right way to do it. Today, he is here to tell us all about the strategy and mindset required to run ads like a pro, the benefits of using ads, when to go with organic reach, knowing when to outsource ad management, Meta ad mistakes, and more.

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How Strategy and Mindset Can Get You Started in Ads

So many online course creators are struggling with the fact that you have to have a solid offer before you begin to run ads. Even more than that, you have to consider if the offer is selling well organically. The concept of getting more eyeballs on a poor offer just doesn’t work! Even gaining more followers doesn’t work if you don’t have the right offer. Instagram is amazing at encouraging more people to follow you, but oftentimes, the post that they (sometimes ignorantly) urge you to boost isn’t even connected to a lead magnet! Instead, Kwadwo wants you to start by shifting your strategy and mindset. Make sure you have an offer that is selling organically first before turning to ads. You also need to look at how much profit you are making before turning to paid ads.

What Ads are Doing for Course Creators and Small Business Owners

There is only one reason you should run ads, according to Kwadwo, and that is to increase revenue. While there are some secondary benefits to running ads, Kwadwo doesn’t want you to lose any money. Meta ads are not for everybody! While they will help you build up your targeting audience and followers on social media which feels good, they won’t directly make you money. Ads also allow you to take your foot off the gas slightly when it comes to organic advertisement but you can’t ignore the organic side of things entirely! You have to keep trying new things. Organic leads are always the way to go and Meta ads should always be used to drive more revenue.

Knowing When to Manage Ads Yourself and When to Use an Ads Manager

So, when do you DIY your ads and when is it time to hire an ads manager? Even though Kwadwo is a little biased as an ad manager himself, he is also an equally good business coach. He believes that before you hit a certain revenue point, doing your own ads makes sense for sure! When you get past a certain point, it’s time to outsource. There are certain things that only the owner of the business can do and managing Facebook ads is not one of them, so why not hire an ads manager? Facebook ad managers know when to scale ads and when to dial them down, and that expertise can be helpful for a business that has scaled to the point where it makes sense to hire someone.

Common Mistakes People Make with Meta Ads

To avoid common mistakes, Kwadwo wants you to make sure you know how to run your own ads. Once you’ve decided to hire someone to run them for you, make sure you are on top of the expectations you have. It’s important to avoid any potential disconnects between you as the owner of your business and your ad manager. The number one mistake when it comes to ads is not testing your messaging and copy enough! If you do that, you can reduce your ad costs drastically. Another top mistake is not looking at where your customers are coming from before targeting certain countries. You also need to be cautious when it comes to listening to Meta’s suggestions!

Luckily for us, Kwadwo has a free guide called ‘The Seven Biggest Facebook Ad Mistakes’ to help you avoid burning your revenue through ad mishaps! If you want to connect with Kwadwo online, check out The Art of Online Business Podcast, where he shares business tips and tricks and has conversations about Meta ads! If you are ready to look for your own ads manager, be sure to contact Kwadwo!

Quote This

“Don’t target countries that don’t represent where your customers come from.”

— Kwadwo Sampany-Kessie

Highlights

How Strategy and Mindset Can Get You Started in Ads. [0:09:56]
What Ads are Doing for Course Creators and Small Business Owners. [0:16:44]
Knowing When to Manage Ads Yourself and When to Use an Ads Manager. [0:22:17]
Common Mistakes People Are Making with Meta Ads. [0:30:37]

Our Guest:

Kwadwo Sampany-Kessie

Website | Podcast | Linkedin | Instagram | Facebook

Kwadwo – (sounds like QUĀY.jo) – is the host of The Art of Online Business podcast, a Facebook ads manager and online business strategist, specializing in serving established online course creators with annual earnings ranging from $250,000 to $1.2 million.

But unlike most ads managers, he doesn't just bring in quality leads. With over three years of experience, he excels in optimizing funnels and providing marketing, sales, operations and hiring guidance. All of which enable his clients to work less, earn more, and live the life they were meant for.

Since January 2020 Kwadwo has resided in central Mexico with his wife and two kids after an ill timed vacation (right before the pandemic started) ended his 12 years of living in China. He speaks fluent Mandarin Chinese, decent Spanish and firmly believes that everyone should experience international travel and engage with different cultures.