Archives for February 2021

HELP! My ads aren’t converting!

My ads aren't converting!

That's something I hear a lot from ad managers, and that's what we're going to be talking about today. So previously, we also looked at what to do if your ads aren't converting, but identifying the bottlenecks along the way, not just looking at your ad manager and those ad metrics, but also steps of the funnel that could actually be the problem and not your ads.

But we have to also look at the ads being the problem. If you looked at your metrics and you go, yeah, that click-through rates only like a 0.3, what do we do then? Well, there are four areas that we would typically be looking at without ad copy and creative. So that's what we're going to be looking at over the next few weeks. Today, we're going to be looking at one of those.

So what's coming up when ads don't work, there are those four areas that I like to look at first of all, and be adjusting. And that is the creative, the images that are used in our ads, because that's what people see number one. Number two is the headline, that's under the image and that's what they're going to look at next. Number three, we go up to our ad copy and what's that first line. And then the rest of the copy and number four, the overall messaging of the ad.

So today we're looking at that creative, the image that is in our ad, what we're using and how it can be effective to be able to get those click-through rates from like 0.3 up to 1%. So you don't need to be a graphic designer these days to create amazing creatives for ads. Now you may have a client that provides the creative.

That's fantastic! Bring that on all day long, but it doesn't mean it's going to convert. You still need to do some testing with some other creative. Maybe they can provide video. That is awesome as well. Now, when we're running our ads to our top of funnel audiences that is cold traffic, bringing them into our world, they don't always care less about your client, how they look or anything about them, what they care about is the problem that they're having and finding a solution for it.

So while your client may provide all these images and videos of them, definitely test creative that does not have your client in it and see how that performs. Now that could be a stock photo. I know stock photos used to get poo-pooed along quite a bit, and yes, there are some that don't work, but it is always worth testing. It may cause what we call a pattern interrupt. So especially if you've got something that's, you know, like a red and black zipper, for example, in the image that can be causing a pattern, interrupt and get people to stop and pay attention to the ad.

Also what can work very well on native images. So that is where it could just be, it could be your client, that's taken a selfie and it just looks native in the newsfeed. It doesn't look like an ad. So therefore people are scrolling through and they'll stop and look at it because they think it may be somebody that they know because it looks native.

It just looks like it blends in. So what does Sherlock Holmes say? It's so overt. It's covert. So just blending into the newsfeed can just help your ad to stand out. So that's what I call a native image. Now that could be just a selfie or it could be a native looking video.

So not a heavily produced video just something that they have done, you know, they could be walking around, they could be sitting down, but it looks native and organic in the newsfeed. That's one type of creative that I always use. And they're ones that we typically do see work very well.

When I have students that would be saying their ads aren't converting and we have a look and they've got those images that have been graphically designed. Like, you know, here's their client looking all amazing, you know a photo shoot. And then there's some wording on there as well. And they've got a low click-through, right? We'll say, put in a native image and see how that works. And more often than not that native image will perform really well. So that's definitely worth testing like I just mentioned, your clients had a photo shoot and it's gone up to the graphic designer. They've put words on there, opt in now, free lesson, whatever it is, try them as is just like that with the wording and such on it.

But then also get a copy of where there is no wording on it. So it just may be your client with that photo shoot, test that and see how that performs against one that has wording on it because Facebook has taken away that 20% copy rule on our images but still tend to see that ones that don't have wording on it work better than ones that do.
How to run facebook ads for clients

So test that as well. So the third one I like to test is a video. So like I said earlier, we have videos that it could just be a selfie, but then they also could test something that's a bit more polished or produced looking a bit more like this isn't quite so selfie oriented, but another video that could be just a quick introduction.

If it's going for a webinar, just like a 3 second or 15 second video, even that would be saying, Hey, I'm doing this free training. You're going to learn how to XYZ so that you don't need to worry about X.YZ anymore? Click the link. I'd love you to join me. Short, sharp, and sweet so test that.

But then also test a bit of a longer version, maybe a one minute one. So there's a few different kinds of creative. So we've got our native images, selfie looking just very organic in the newsfeed, do that as an image. And as a video, then we've got our graphic designed ones where your clients had a photo shoot, test that with the wording on it, test it without wording on it. And then just also videos. So we've got the organic ones, like I mentioned earlier, but then also if they do have ones that do look a bit more produced where they are sort of sitting there and you know and looking studioish, but test those as well. So there's also the different sizes.

So whether to try horizontal ones, whether to try more square images, of course, for Instagram, you can have like a stories size. So you've got your various different sizes as well. Also when it comes to creative, if you're creating them, you can play around in canva. And there are a lot of great pre formatted templates that you could use GIFS as well.

So you could pull in a photo into a GIF template there in canva and download it. Therefore that's like a little movie file. So it can go for three seconds, 10 seconds, whatever it may be. But the added bonus with that is that you can create a video view audience of that GIF and be re targeting that audience.

So that's another option is creating the GIF in Canva, super easy to do. I've got one where I've actually created it and it's a rectangular, it's a portrait shape and I've got a mobile phone in there and that's just from canva. I just winged this one together, myself. It's a mobile phone. And from my phone, I recorded my screen of a landing page.

And so I was scrolling through the landing page on my phone and the screen capture grabbed it. I was able to upload that to Canva. And then I put that video into their phone image. The phone element as they call it there in Canva, super easy to do not tech at all. And so that little GIF when the ad goes and people are scrolling through the video on the phone of the sales page is scrolling through.

So it's capturing the eye. So that's something else that you can test. You can do that with a computer, a desktop. And record the screen from a desktop and come over, upload that to canva, pop that into the picture of the iMac or whatever it is, the PC, and then be able to download that as a GIF.

So a lot of options that you can then do to be able to catch people's eye with that creative section so that they will stop and then continue on to look at the headline, the copy, and all the rest of it, and then decide to click. So next week, we're going to be looking at the headline and how you can revamp a headline and how that can drastically increase your click-through rate and some formulas for creating headlines that have hooks.

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Help my ads aren’t converting! Is it a bottleneck?

Help my ads aren't converting!

That's a call-out I hear a lot in my ad manager communities and many ad managers have ripped out their hair thinking that their ads aren't converting were in fact, the ads were doing the job that they were meant to do, but it was another part of the process where things were falling down, causing a bottleneck. And so people weren't converting. So being able to identify where those bottlenecks are is such an important thing. When you're running ads doing paid traffic to a website or going for conversions, you need to be able to measure the metrics that matter.

Being an ads manager, we're going to be looking at our ad performance to see if that is the bottleneck? So one of the first places I like to look is the CPM. Now people may think the CPM may be a bit of an arbitrary metric, but it really is so important. And it underpins everything with your ad campaigns.

You're very likely to be having a high cost per click and a high conversion cost, a lower CPM. Then you're likely to have a lower cost per click and a lower conversion cost. So looking at those CPMs and they can greatly be affected by the audiences that you're targeting as well as the ad copy and creative that if Facebook is finding from the data it's getting back, people aren't engaging with it, it might give you a high CPM to try and stall those ads so that they don't feed out because they want people to have a good user experience. So by stalling your ads, it's getting to less people and it's keeping more people happy. So looking at the CPM.

Two, I then go and look at the CTR link, the click-through rate for our link clicks. And that's when people are clicking on your ad to go off of Facebook and go over to that landing page that you're sending them to. Now our CTR links, we want that to be around 1% or more. That is then showing us that people are finding this ad interesting and engaging. And they want to know more under a 1% CTR is kind of showing us that people aren't quite so interested..7 still might be okay. If other data points all line up .5 is getting a bit low. Again, it depends on your overall metrics. And if things are still hitting key KPIs, key performance indicators with a low click-through rate, but it's a good sign that you do need to work on your ad.
How to Run Facebook Ads for clients
And then in your ad would be working on the copy, the creative, that image that's in the ad, the headline. So you would be continually working on that ad to see if you can improve that click-through rate to get it up to that 1%. So say we are getting a 1% click-through rate? We then go, awesome. People are clicking on it. They're finding the ad engaging. Great.

Then look at the link clicks. So for that 1% click-through-rate, let's just say that equals 100 link clicks are a really important column to be pulling into your ads manager reporting is your landing page views. That way you can see if there is a big drop-off between people clicking on the link and going to a landing page. If you've had a hundred people click on the link and only 50 people turn up on the landing page, you've got a big problem with your landing page, load time, or some other user experience that people aren't waiting for that landing page to load. So you would be getting back in touch with the client and saying, Hey, I've noticed there is a big drop off between the link clicks and people actually landing on the page. So you'll need to get your web developer to look at it.

It could be something like images on the page are too big. And so it's taking it too long to load. Maybe there's redirects going on, who knows, but that's something that would need to be looked at by them and their team, but you can identify it in ads manager. So again, you can see that, okay, my ads are doing the job.People are clicking. People are getting to the page or not getting to the page and passing that information onto your client. So your CPMs are good. Got a good click through rate? Looking at the cost per click as well. That's going to be affected by your CPM and your click-through.

As to what that may be, if that cost per click is too high, you'll need to do some work to get that CPM down or get that cost per that click-through rate up high. So there are three metrics that I'll look at there in ads manager or four, rather CPMs, the CTR links, the link clicks the landing page views, and also a quick look at that cost per click, because that's going to greatly affect your pricing. So all those things are good. And in order, that means people are looking at your ad. They are clicking on the ad to learn more. They're getting over to the landing page, but then what's happening. Are they not converting? So have a look at the landing page and that may well be the issue.

It could be the headline on the landing page. Is it not congruent with the headline in the ad? Is it not congruent with the messaging that's in the ad? What's called an ad scent. People see the ad. They like it. They engage with, they click on it. They go over to the landing page and that should be congruent with everything that was on the ad.

Otherwise they click on it and they end up over on this other page and there's a disconnect. So they're not opting in. So have a look for a few key things like that. Headline is in sync. The imagery is in sync and messaging is all in sync with the ad copy. Sometimes there could just be too much on the page, especially if it's just getting people to opt in for a lead magnet or even opt in for a webinar, for example. And so I find a great headline, a couple of bullet points saying these are the benefits that you're going to achieve by watching this webinar. Like here's this benefit so that you can avoid this pain point that they're currently facing.

So where are they at now? Where do they want to be? And how's this webinar going to help them to bridge that gap? That's a few bullet points that I would have there for a webinar funnel. For example, possibly a testimonial from someone who has watched the webinar, not a testimonial of the product, because that's not what we're selling at this stage.

We're selling that click that opt in. We want people to opt in. So we're selling this first step. So a testimonial of someone and what they've got out of watching the webinar or by downloading the lead magnet is a great thing to have on that page as well. So keeping it simple, remember your avatar and who you're talking to and making sure that that's all lining up with the ad copy and the user experience.

And the buttons, making sure they're all working. If you're not getting, opt-ins make sure you go and check the landing page. It might've been set up. It might've been working previously, but things happen right? Things break. So make sure you head over regularly. If you're seeing a discrepancy or dropping numbers, head over and check out the page, maybe it's not loading correctly. Maybe it's redirecting. Maybe there's something wonky on it. Maybe the buttons aren't even working, the buttons may be working on desktop, but not on mobile. And a huge part of your traffic is coming via mobile these days. So make sure that everything is in sync on the page, that everything is all working.

So therefore you may well discover that is actually the reason why people aren't converting. They've said yes. And they've been converting on all those micro steps in that first part of your funnel with the ads. But then they've got to the page and they haven't been able to continue or didn't want to continue. So that's where you can identify where the issues may be, not your ads at all. It could well be the landing page and then going on from that, if you've got webinar funnels, for example, lots more pieces to play in. There are people watching the webinar. What's the webinar statistics telling you are people dropping out like at the eight minute Mark, what is happening at the eight minute Mark? How many people are staying on to see the pitch?

Are they clicking the link from the pitch to the sales page or the application page? If it's to book a call, if not, why not? What's not compelling at the end of the webinar in that pitch that is getting people to come over and click. Are you getting traffic to the calendar page? Yes. Great. Then look at what's happening on the land, our calendar page. Are there any testimonials there, what's the real incentive to get them to book? So there's lots of pieces of a puzzle, especially a webinar puzzle. Also the emails, emails are so important. What's the open rate? What's the click through rate? What's the sales right from the email campaigns?

So all of those pieces go in to seeing if the funnel is working, but for you as an ad manager, why aren't my ads converting, go back, look at this initial data and see your ads working with those metrics of like, the click-through rate, the landing page views, et cetera. And then knowing the data through the whole funnel, we're really going to help to identify where the bottlenecks are.

And that's what your client's going to need to work with you and provide that information and dig in because it is their business. They need to know these numbers and metrics. And maybe you're just the one that's got to prompt them to be diving in and looking at them regularly and being very familiar with them.

So hope you found that valuable. If you need support running Facebook ads for info products or coaching niche, then I invite you to head over and check out my inner circle. It's an amazing community of ad managers and coaches who are in this niche, in the trenches. And this is the niche that we specialize in. So head over to Jodymilward.com/inner circle. And I would love to be able to support you as we're doing Facebook ads and changing the world for our clients and their clients look forward to seeing you next time.

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How do I increase my prices for my Ad Management Services?

How do I increase the prices of my ad management services?

That's a question I hear a lot. So in my Elite Ad Manager C
Certification, I am often asked by those students, how do I increase the prices of my ad management services to those clients that I've been working with for some time?

Now, this is such a common question because when you start out as an ad manager, typically you are charging maybe $500 a month or a thousand dollars a month. You got your training wheels on, you're wanting to get some case studies and experience and you sort of take anybody on. And honestly, our confidence in managing campaigns for clients is probably not right out there.

We want to get that experience and we want to have boots on the ground so that we know what we're doing. We're in those campaigns and we're happy to do it for $500, because it's getting that experience and getting those case studies. But it comes to a point where you've got that experience. You've got the case studies, you've got results for clients, and your expertise has gone from here to up here. So you should be charging more for your services, but what do you do with those clients who are just those regulars? They locked in at that lower rate.

What do you do? How do you get them to move along that journey with you to increase your prices to $2,000 a month or $3,000 a month? Granted, that is quite a jump. If you are just charging $500 a month. So it's a matter of having a process and a way to do it rather than just ringing them up or sending them a new agreement, saying our prices have gone up, here they are. If you've been working with these clients, especially for some time. You have a relationship with them and say therefore, communicating with them is going to be such a valuable part of it.

How to run facebook ads for clients
And it's that valuable and essential part of the sales process as well. So these are just some of the tips that I have learned along the way from the sales queen, as I call her Renee Hribar, who also helps out with our Elite ad managers to bring her 20 plus years of sales experience. She has what's called a point method. And I've used this myself with clients and it works beautifully.

So one of the first things you need to do is to have a progress meeting. So instead of just, like I said, out of the blue, sending an invoice or saying, we're upping our prices, have a call with your client.
So tee that up. And ideally when you take a client on board, it's always a great idea to schedule a progress call before your first term of agreement is up so that you can communicate things. And if at that point your scope for the services you're providing has blown out, then you can address it right there and then rather than continuing on doing extra work and therefore feeling possibly a bit resentful in all this work that you're doing.

So tee up these progress meetings and on those meetings, what you can do is you can lay out all of the things that were in the original scope documents. So that agreement, when you first took someone on board, these are the things that we're doing in this meeting. It's an opportunity for you to go and I've also been doing XYZed and all these other pieces that inevitably you end up doing as ad managers.

Maybe it's writing the ad copy. Maybe it's organizing images and creative, maybe it's going in and fixing their landing page or doing something with their CRM. A lot of these things tend to be inevitable when we're running ads for clients into these other assets. So laying out all these additional things can be a way for you to say,
we're doing this, this, this, this, and this. And therefore your client goes, Oh, wow, you're doing all that as well. That's all extra. Wow. That's great value. That's amazing. Yes, it is great value and therefore we would like to also be able to add in X, Y, and Zed, like these are other opportunities that we see aren't getting missed.

Like for example, if they just have a lead magnet funnel and you've been getting leads for them, and they've been following up with calls and you've got some retargeting strategies in play. Are there other opportunities that you see can be brought in that can help them to further establish those leads, like maybe incorporating another funnel? You might say, I think it's time we've been getting leads in this way. This is great. It may be time to also incorporate XYZed. And bring in another strategy. So you're increasing the value, possibly not that much work for you because you've probably already been doing a lot of it already. But there may just be like an extra campaign that you could be bringing in there as well for them to get additional leads and increase their revenue even further.

So outlying the extras that you have been doing, and also looking at opportunities that can be brought in to further enhance their results. And so by doing all this, by presenting that extra value just initially from the extra work and showing them the extra work that you've been doing, that is just enough for you to be able to say, okay, so as you can see, we've covered a lot of ground here. And we have been doing all of these extra ones.

So we have been looking at our pricing model and we do need to increase our prices. But as you can see here, we've been providing a lot of this extra value to you already for just this price. So I'd like to propose that we do increase these prices to whatever that may be so that we can really make sure that you are looked after we can continue to serve you and do all these additional ones that we have been doing for you previously for this price, so that you are in the best position moving forward and continuing on to be getting these leads and these sales for your business. And then also, if they are interested in these other angles, these other opportunities that you have identified. Then that also gives you the scope to then be able to add an extra, perhaps $500 or just a bit extra into those services.

So while you've identified, these are the ones that we can do. And this is what we have been doing for this price, bringing this into it as well will be a great way to capitalize on all this other work that we've been doing. And that's for this price. So presenting the value is such an essential part of your price increase.

Now not everyone is going to say yes, not everyone is going to go, Oh right. I'm happy to pay more money and here we go. You will get clients that do, you will get clients who have seen your value when perhaps you have not. And they've just been happy to pay $500 a month and go, oh she should be charging more than that, but okay. I'll take it. So if you do have clients that go, I'm not paying that. That's fine. Feel free to say, okay, well, it's been great working with you. Unfortunately, we can't continue to do this at $500 per month. We do need to do this. So therefore, if that's not going to be fitting in with your budget, then we'll just need to look at, off-boarding you in the next couple of weeks. Or whenever their agreement is ending, that is fine. Don't panic about it. Because when you do release those lower tier clients, you are making space for those clients who are ready to come in and pay you at what you're worth.

With your years of experience and knowledge that you've been bringing in, you make that space for new people to come in and you'll be so glad that you do. Even if you've got a $500 a month client that is just basically there and you barely have to touch their campaigns, there is still weekly reporting. There is still contact with them. There is Headspace, mental space that those smaller tiered clients take up that if you release them, you'll feel a lot better. You'll have more Headspace to be able to bring in a new premium client who will pay you what you're worth.

So that's how you can increase your prices for your existing clients and position it in a way that is more likely to get them to say yes and continue working with you. And if they don't, that's fine as well, release them and welcome in those new clients.

If you want to know more, if you need support for running ad campaigns for the info product and digital course niche, head over to JodyMilward.com/innercircle and check out the ad manager inner circle. That is where we provide support to ad managers so that they can troubleshoot their campaigns,optimize their campaigns, and be set for success as they work with clients running their Facebook ads. So head over, we'd love to see you and support you in the inner circle.

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