Archives for January 8, 2021

How do you avoid unexpected surprises when you take on a new client for your ad management services?

 
So what happens to many, many ad managers they'll get a new client on board, and then they get access to the ads manager. They start investigating their clients funnels or lack thereof, and discover that they are in for a bit of a nightmare when it comes to tidying things up, putting things together, having to build a landing page and all the rest of the stuff that goes with running Facebook ads. This is something that I've heard from a lot of ad managers and some conversations we've had recently over in my inner circle membership, where we have lots of ad managers in there sharing their expertise and asking lots of questions and getting the support they need as an ad manager. Now, one of the things that I really recommend before you take an ad client on board is to have a look under the hood. You need to know what you're getting yourself into, right? 

While you'll have a client that might come on board and they'll say oh yeah, we were running some ads and XYZed and everything was going good. I just don't want to do it all myself. Then if you just take them on board without seeing their funnel, without seeing their ads manager backend, you don't know what you're getting yourself in for.

So when you have your initial conversations with clients, the directions that I like to take and that I'm teaching the students in my elite ad manager program is to have two options. First of all, get on a call, have a bit of a Q & A like just 20 minutes tops hearing about their stories with their Facebook ads. Why they've reached out to you cause obviously they're in some sort of pain that they want to get resolved. So that's why they're on the phone with you.

So you can learn a bit more about them, a bit more about their business, and initially to see if they may be a good fit for your business. From there, you'll go. Okay. Look, I would love to know some more. I've got some more questions. Let's jump on another call. And then from that call is when you're positioning the direction that you're going to be taking.

How to run facebook ads for clients

And it depends on two things. One, if they have run Facebook ads before two, if they have not run Facebook ads before now, you might think, Oh, they haven't run Facebook ads before. There's nothing to check in their ads manager. There's nothing to do. I'll just get them on board and away we go. You need to make sure that they have assets in place that they have a strategy to be running their Facebook ads, whether it is initially off to a funnel, or if they don't even have a funnel, what they could be doing, they could just be doing audience building campaigns. While they're waiting for a funnel to get built. 

So there's a strategy that you could be working on with them to get in a position where they can run their Facebook ads. So going from those initial calls and offering them a strategy session is a great way for you to establish the route that they're going to need to take, to get started with Facebook ads. Now that may also be including whether they need a landing page. They may need a lead magnet. They may need an email CRM. Even if you're doing lead form ads on Facebook, getting it hooked up with Zapier and over to the CRM. All those things need to be accounted for. And that's where you as an ad manager need to be aware because one, it may come back to you to create them or two you'll need to refer it to them and their team to create all. 

Or three, if you are taking that on board, then charging your services accordingly, either to cover your own time, to do all of that, or to outsource it to someone who is, you know, well-skilled in setting all that up for you so that you can focus on your ad management, if that's what you choose. And then you've got someone else that you can outsource tech stuff and funnel builds and such. So having a strategy session where you sit down, you lay everything out with them, what they have in place at the moment, and therefore get a framework for what they're going to need. And that framework they can either take off and go and do themselves and implement that's fine.

Or they can say that is way too much stuff. I would love to just pay you to do that for me, which happens a lot of the time. Now with these strategy sessions, are they free or are they paid? It depends where you are in your journey. Okay? If you are just starting out, you may want to do a couple for free just to get some notches on your belt.

Now that could be to some friends that, you know, even some other business owners posted on your Facebook page, that you know, you're offering a couple of strategy sessions you're getting started. And so if you've got a business reach out, I'd love to do a couple with you. And then they could be case studies or testimonials for you. Or you could just charge like a hundred dollars.

So even getting a hundred dollars to be doing this is a great experience for you. It's paying you a bit for your time, as well as showing a level of commitment from your client or potential client that they're willing to invest in you and in their services, in their marketing.  So a strategy session is a fantastic way for you to look under the hood, see what's going on. Now, if they have been running ads, then you want to be looking in their ads manager. So from that second call, that's where you would be going on to promote an audit. So that audit is a great way for you to go in, see what ads have been running and see where they have been sending their traffic to.

You can also then see, have they been using their pixels correctly? Yes or no. Have they even been using any pixels? Have they been using the right objectives? So again, from there, you've got great insight into what's going to need to be done on their ad account to start making things work better. 

Also, it gives you a chance to show your expertise by saying look, did you know that you were running traffic campaigns when you were actually wanting people to opt in for your lead magnet? We need to be running conversion campaigns that'll work much more effectively for you.  So making sure that you pick up little things like that, you can present back to them and they go, Holy cow. She knows what she's talking about.

Positioning yourself as the authority there. Now, again, this I recommend is a paid audit, but if you're starting out and want to get some experience you can do a strategy session. You could just post on your page, Any business owners that have been running Facebook ads. I am wanting to do a couple of audits. Again, they can be case studies, testimonials, some practice ones, or even again, charge a hundred dollars. But workup as you can charge $1000 or $2,000 for these audits.  People know the value of them because one sale could cover the cost of the audit. So strategy sessions and audits are two ways that I really recommend before you take on a new ad management client, you need to do those.

So you can see what's under the hood and know what you are in for. You can either then be saying, okay, this is what needs to be done for either the strategy session or the audit. Give that back to the potential client. They can run off and do it themselves. If you've charged for the audit, you've been paid either way. So your time is covered. Otherwise you can offer to do the Facebook ads or to implement it all. And here it is, it's all laid out. This is the price point for it. And they'll say, great. I'll love to get you to do them for me. 

So in order to avoid getting yourself into those situations, getting clients on board that don't have a funnel and having to do a quick bit of a funnel build because you’re charging them for ads. And, you need somewhere to run ads to and get results. You know what you need to do. You can charge accordingly so that therefore your business is more profitable and you're not spending hours and hours on one account and not being paid accordingly for it.

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