Archives for April 2021

What To Do When Your Clients Offer Isn’t Converting…And They Don’t Want To Do Anything About It

What do you do when your client's offer is not converting and when they don't want to do anything about it? So being a super awesome and diligent ad manager, you know what data points to look at, and maybe you've watched a few previous episodes where we have talked about getting ads to convert by looking at the various copy and creative to make sure that what you're doing with regards to ads is working. So, armed with all the data and great click through rates, various audiences tested, and different headlines, copy and creative – you have everything singing in ads manager. You are driving traffic to the sales page or the registration page and people are going through and you're going, yesm at last, I've got these ads working! But there's no sales coming through. It's pretty disappointing, isn't it? So you troubleshoot, you put on that private investigator hat, and you're looking to see where the bottlenecks are. Why aren't people converting for this offer after driving great traffic there. Why aren't they converting?

Well, it could be a number of things.

And this is what you need to communicate with your client. That it may be the webinar. What's the drop-off rates like on the webinar? Are people staying through to the pitch? Nope. Okay. Let's do some work on the webinar. Are they seeing the pitch and they're not converting, correct? Yes or no. If that's the case, then they may need to work on the pitch segment. Are they getting to the sales page and then not converting? Then work on the sales page. If all of that is getting done, all the testing and revisions, a lot of work goes into these kind of funnels where we're driving traffic and sales for coaches, courses, creators, and consultants and info products.

So after all the testing and tweaking has been gone through, your client knows who their avatar is, what their pain points are, and everything has been done, but the offer still isn't converting. Well the chances are then it's not any of these other points or data points. It's not the ads. It's not the webinars. It's not the sales page. It is the offer.

And if you really have to be working hard to try and get an offer to convert, it may be a sign that people don't want it. And this can be something that a lot of people when they are especially starting out can mistake and not actually check with their audience. They haven't actually seen if anybody wants this product. And so they create it, put it out there and go, yeah, this is awesome. People are going to love it, but they don't actually want it.

So all the data is telling you that people don't actually want this offer. So you need to communicate with your client. You need to talk to them and say, look, we have all the messaging, everything that's here in the copy, going all the way through the funnel. People are saying yes to all of these data points. Yes. I'm going to stop scrolling in my newsfeed and see what my friends or family are doing and I'm going to read your ad. Yes. I'm going to click on see more and look at the rest of the ad copy. I'm going to click and say yes that I do want to learn more and go over to the website. And I'm going to say yes, that I'm going to register. I'm going to say yes, that I'm going to watch the webinar.

I'm going to say, yes, that'll open your emails. And I'm going to say yes, that I'll then head over to the sales page. But then if it's a big fat, no, the problem is the offer. And what do you do if your client doesn't want to know about it? And unfortunately that can happen. You might think, why would anyone want to do that?

How to run facebook ads for clients

They're paying money for an ad manager. They're paying money for ads. Why wouldn't they want to fix it? Some people can be a bit ignorant. Maybe they're just a bit uneducated. Maybe it's what their business coach told them to do. And so they're out there doing it. So if it comes to a point where they're saying no, no, no, it's not that it's the audience targeting, you're targeting the wrong audiences and you have been working and working and working on getting these ads all humming along nicely. You've tested those various audiences. You've worked with the client, got the avatar, the messaging, and all those pieces together and you’ve got the ads ticking. If people don't want the offer, they're going to be a bit dismal. They're not going to be profitable for you. And as an ad manager, that can leave you feeling really deflated. Because while we do not want to tie up our worth to our results, we are actually in a result based business that people are paying us for. And our job is to get traffic over to their site to ideally convert them to sales. So if we have clients that we can't get these sales for, if you're a conscientious ad manager who really does care about their clients, then it's going to weigh a bit heavily on you.

So if you have a client that this is happening with, where you're driving this traffic, after all the testing, after running significant traffic through the funnel, they're still not converting, it needs to be the most obvious issue that is the offer.

So one of the best things that you can probably do at this point is to part ways with the client. There's no point continuing to put yourself in this stressful situation, trying to get results, trying to get sales through and the other party just isn't coming to the party. So at that point, what do you do? How do you go about parting ways with your client? What do you say? Well, it's just a matter of looking at your agreement.

First of all, you have to check what your service agreement is and make sure that you do have a service agreement, which is something that I actually have my elite ad managers do. They have a complete, drafted up service agreement that's been written up by our lawyer and it's worth one and a half thousand dollars so they are protected. So make sure your service agreement is protecting you for situations like this and refer to it when things like this arrive.

So it may be that you have to give 30 days notice. If that's the case, then you would be advising your client that this is going to be our last 30 days together and we're trying everything that we can, I've done X, Y, Z, blah-blah-blah, you'll see that we've got this many leads. We brought in this many leads, this many people to the webinar, these many people do the sales page, we tested all these audiences, tested all of this creative, tested all this messaging. We've done all that we can with this.

So therefore for the remaining 30 days, we'll still continue to do the best that we can. We'll still continue to optimize these ads to revise them and get the retargeting tweaked and refined as much as we can. But after these 30 days, we're going to need to go our separate ways, because we don't want to have you on board and not get you results.

So that's just what you would have to be presenting to them, making sure you give them that notice and letting them know when your time is up, that you will have everything wrapped up for them. They'll be able to go to whoever it is that they're going to go to next to manage their ads. And you'll have all the information there that they can take with them so that the offboarding procedure is nice and smooth and you're handling it with integrity and grace so that if your client at some point goes to another ad manager and then they end up coming back to you and go, Oh my gosh, I didn't realize how awesome you were and how much you were doing for me. I've been to X, Y, and Zed. And I didn't get any of this attention. So I would love to work with you again, I'm reworking this and blah-blah-blah.

Make sure that the offboarding procedure is a nice, smooth one that's nice and professionally you take care of them all the way out the door and just close the door behind you, not so that somebody is getting upset, but it's nice closure.

I love to send a gift to my clients when they come on board and then also when we finish up working together say, Hey, thank you so much. It's been an absolute pleasure working with you all the best for your future Facebook ads.

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I’m a “bad” Ad Manager…How to Handle your Inner Critic

If you're running ads for clients and you've had that thought, “Man, I'm a crappy ad manager!” then lean in because that's what we're talking about in our online confidential, where I take you behind the scenes of secret ad manager business.

Now, if you've had that thought that “man, I'm no good at running ads, I shouldn't be charging people. I'm going to give up because they're not getting results and I should refund them,” don’t worry because you're not alone. Many, I would dare say that all, ad managers have had that thought at least once a day, as they're running ads for clients. It can be a common thought because a lot of us can tie our worth into the results that we're getting for our clients.

I just want to encourage you today to go beyond that, to see the value that you are bringing for your clients and also where your services fit into the whole scheme of their business. Now, if you have a client that is relying solely on Facebook ads for their business, I think that it is dangerous ground. It is well beyond your scope because that's pretty much putting the whole responsibility of their business on your shoulders. This is where you need to be a very strong ad manager to identify that and say, “Well, my job is not to be the sole revenue generator for your business. You should also be incorporating other strategies that go beyond just Facebook, and start looking at organic marketing or other platforms, joint ventures, affiliates, etc.”

You and your client need to agree that it is very dangerous ground for any business to rely solely on one source for their lead generation or income-generating aspect of their business. So first of all, that would be very unfair to you. If it is the case, then it's a matter of you doing the best that you can. And the best that you can do is to be getting traffic to their website. It's up to them to really be involved with getting those conversions through.

Your role as an ad manager is to get the traffic through and provide the opportunity for sales and then that looks like the top of funnel ads and bottom of funnel retargeting ads. Unless you have full control of the funnel where you have every step taken care of where you're doing the optimization on the sales page, registration pages, and such, all you can do is look at the data from your ads. So look at: are people on the ads? What's the click-through right? What are the CPMs and the cost per click? Is this all in our KPIs?

Yes? Great! They're getting to the registration page or the sales page and then ask if the sales page converting? Yes or no? We try different audiences so that we can get a good range of different audiences to see if certain audiences, certain ad copy, certain images are converting higher than others.

If yes, focus on those more, but if despite various iterations of copy and creative and audiences, the conversion rate on the sales page or the landing page is not where it should be, then that's where your client needs to step in and be able to work on increasing those conversion rates alongside you. It may be a matter of looking at the messaging, looking at the copy that's in the ads, looking at the functionality, or the user experience on the landing page, etc.

So if it's a webinar funnel where you're getting leads in and there's no people booking calls meaning there’s no people purchasing the product/service, you need to ask: what's the issue throughout the webinar? Are people watching the webinar or not? Are they dropping out?

Chances are, there's an issue with the webinar.

How to run facebook ads for clients

What are the email sequences like? It's not just on the ads. The email sequences also provide a very important part in bringing in additional sales. So what are the open rates? What's the click-through rates making? You must be aware and go back to your client to ask: what's the numbers like here on the webinar? What's the numbers like here on the emails? What are the numbers like for the sales page or conversion rates? Then it's up to them to go and optimize other aspects of it.

If you're working really hard on your ads and if something is not working, despite everything that you're doing, is it an issue with the offer? Has it been validated before? Has it gone out to warm audiences and even if it has gone out to warm audiences, it's going to have a very different conversion rate for warm audiences, then it will with cold traffic. So educating your clients and making sure that they're aware of that is a very important thing. For an ad manager, communication is actually a very important skill to have and it doesn't even really need to be a skill it needs to just be something that is in your diary so that at the start of the week, you can reach out to your clients and give them an update. It can be as simple as this is what we're working on this week, this has been what we worked on last week, and here are our next steps. Regular reporting, being in touch with them, letting them know important changes are anything you think is significant should be communicated.

Now I do understand there can be times where things aren't working so well and you just would like to go off and hide rather than talk to your client. Well, this is where being an ad manager and putting our big girl panties on is really important because you need to have these conversations with clients because they so appreciate it.

Your ideal client will want to know what's not working in the funnel and they will appreciate you communicating with them because they don't know how to run Facebook ads most of the time. There are times where you'll have a client who's been running the ads themselves and they've done quite well, but they're tired and they're exhausted and they want someone else to run it.

So even more so communication between yourself and your client in that case will be vital because one, it may be a bit tricky for them to get their hands off and to stop going in and looking at ads manager. And so therefore they might be coming to you with a lot of questions. You might be thinking, why don't they just stay out of it?

It's actually a great thing. Communicate with them. If your ads aren't working and there's did, tap into what they did because they know their ideal audience. Make sure you communicate with them and get all of that info out of them. Run your ad copy past them. You know, ideally you would be doing that to get approval, but even ask them to provide some ad copy, go through their emails, get all the content that they've created, and communicate with them so that you can get the best results.

Just remember that results don't define your worth. You have a great deal of experience. You have a great amount of expertise and ads can be very challenging. It's not just a simple matter of just sticking something up in a way. It goes day by day. Things are different on Facebook. We've got other advertisers who come into the bidding and that can affect our costs. We've got the algorithms that are always changing. We've got the iOS updates, which is making it very different on the Facebook platform. So there are so many things that are all going on. All we can do is drive traffic to the offer that our client has and be promoting it and provide opportunities for people to click and to come back and purchase.

So if you really have to be working hard, if you're trying all these iterations, maybe it's the offer that's not working for you at this time. So knowing if it has been validated. Ask: so if the sales pages aren’t converting, and you’d know that through what the data is telling you, working on the sales pages.

If things haven't been working, if you really have been struggling and you feel like, Oh, I haven't got them results. I'm going to give them a refund. Just stop right there. I am sure that if you're having those kinds of thoughts, it tells me that you are a committed and honest ad manager, who has a basis on integrity, because you are so driven and you want to get them results and you feel bad that they haven't got results. And that's why you feel like you want to give them a refund. You have been doing a lot of work and chances are you've gone above and beyond whatever you would typically put in. So you have done the work and I encourage you to just step back from any feelings of hitting that refund button on Stripe and refunding your client because you've gone above and beyond.

As long as you've done everything that you can do and you've tested, you've reiterated, you've been looking at the data, and you've been communicating with your clients then that's all you can do. Take the pressure off yourself to be the sole person responsible for generating the income in the business. Right?

I have a client who's ad account actually got shut down and has been shut down for the last couple of months. It's been quite a journey we've had to go through and the client’s account just got caught up with all Facebook bots. It's all silliness and their personal profile and all the rest of it was flagged and we've had to go through, create new URLs, create new pages, get on a different platform so that we're all clean and we're starting afresh.

They have had their biggest month ever because they have tapped into the leads that have already come through. And the owner of the business stepped up and was taking sales calls and was driving the organic sales that had come through from all the leads that we have been previously generating.

So even without ads, they had a half a million-dollar month because of the owner taking action and making things happen. And yes, it came because we had leads and we had been generating lots of leads for the business, but that's the kind of thing that business owners need to be doing. Not just relying on Facebook ads and not just relying on you.

So congratulate yourself for all the great work that you do in helping business owners to increase their revenue, hire team members, change people's lives, as well as impacting all those people that come on board with them as clients. This includes that ripple effect that flows on from there and you have such an essential role to so many people's lives.

I just get such a buzz. When I meet people who have joined a program that I was running the ads for it’s pretty awesome. And when they're loving the program and then they're hiring people and they're bringing in more of their own clients it shows that it really is a ripple effect and it's an amazing thing to be part of, but the sole responsibility is not on you. So give yourself a pat on the back for the great work that you do, keep communicating with your clients through all the highs and lows, and celebrate those highs.

When you get up on a Facebook wave and things are just converting and you're crushing it, that's awesome! It's about an 80-20%

20% of things will actually work and crush it like that, which is amazing!
80% of the things is just going through finding what works and looking for that next 20%

So celebrate all those wins and when things are going rough, it's not a reflection of you as an ad manager.

If you'd like to know more about how to work with your clients, get better results and protect your mindset as an ad manager, head over to eliteadmanager.com and learn more about our exclusive certification program for ad managers.

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Creating Ad Copy that Converts Your Ideal Audience

Want to create copy that converts for your Facebook ads? That's what we're diving into today.

In this installment of online confidential, I’m taking you behind the scenes of Secret Ad Manager Business. In the previous installments of Online Confidential, we've looked at ways that we can improve the performance of our ads and get our audience to convert. So we've looked at the creative, that image or video that we've got in our ad. Is it scroll stopping and making people stop in the newsfeed and have a look? Then the next section they're going to look at is the headline. We looked at creating headlines with hooks. Then we looked at the messaging. Is the messaging coming out through our ads? Is it brilliant Is it speaking to our ideal audience?

Now we're going to be looking at the way that we present that message with our copywriting. A great way to be able to do that is to be able to follow some templates. As an ad manager, you may not be a copywriter and chances are that you've just come into Facebook ads and you're just putting some ads together for your clients or perhaps your clients are providing the ad copy. Being able to identify what makes good copy and a good flow of ads is going to really help you as you run ads for clients, because otherwise, you might be thinking the ads aren't converting and saying, “It's all my fault! I need to test some more audiences!” Whereas it might actually be that the copy is no good, or their message is no good or their headline or the image isn’t working.

So that's what the previous posts are going to help you to understand and how to dial all of that in. Therefore looking at the data will help in identifying where the bottleneck is. So that it's not just running the same ad, testing all the different audiences, and then ripping your hair out because things just aren't working. It could be the headline that needs revision or it could be the messaging or it could be the copy.

So let's dive in and look at some of the copywriting formulas that are going to help you as you may create some ad copy for your clients, or if the copy is provided to you, you can help to identify if the copy is going to resonate with your ideal audience. And if the clicks aren't coming, you'll know to maybe look at the copy and see where the issues may be.

So when it comes to copywriting formulas, there are a few different ones. And then you can use them at different points of the funnel: top of the funnel, middle of the funnel, and bottom of the funnel. So let's look at some top-of-funnel ad copy.

PAS formula (Pain, Agitate, Solution)
So we want to identify the pain points of our ideal avatar. We want to then agitate it. We want to twist the knife a bit and illustrate what the problems are if their pain or their problem continues as is. Then present to them a solution, which is typically your product offer or service.

So in my elite ad manager training, I have my elite ad managers go through all these exercises and I refer them to go and look at Amazon reviews or look at client testimonials. Or if the client has done onboarding interviews with their clients, then accessing those interviews so that they can clearly see what the pain points are that people are saying that they have and the agitation that results from the pain points. What's the effect of this problem that they're currently having, and then highlight them even more. So by being able to go and look at your Amazon reviews or client testimonials or client interviews, you are able to capture the exact words that they're saying, which is absolutely golden. You don't have to try and think it up. You don't have to go, gee, I wonder how they're feeling about this. It’s likely that it's already there.

So use that in your ad copy, and it will resonate and speak volumes to the potential clients that are going through the newsfeed and they see it and they go, wow, that's actually talking to me. That’s when you want to present the solution, which is your product offer or service. So it may be how this master class is going to give you three keys to help solve X, Y, Z.

BAB formula (Before, After, Bridge)
How is the ideal client feeling before when people have gone through and watch the master class, or actually gone through and done your training or paid program? How were they feeling before now, after going through the training, after they've done your program, how are they feeling now? What's the effect? And then how was your program, product, or service offer? How was it the bridge to help them get there? So that's the before, after, and bridge,

This formula can be used at multiple points in the funnel. It can be used top of the funnel. It can be used middle of the funnel, and it can be used very effectively at the bottom of the funnel when people have gone through it. This is also a great formula to use for testimonials. So if you've ever got a client that you're wanting a testimonial for based on your ad services, or you say to your clients we need some testimonials this is a great framework of before, after it and bridge how their clients were before working with them, what their life is like now (after), and how working with them was the bridge to be able to get them from where they were to where they are now.

How to run facebook ads for clients

SLAP formula (Stop, Look, Act, Purchase)
Now this is a great one to use at the bottom of the funnel. This is stop, look, act, and purchase. It's short, sharp, and precise. And that's why it's typically used at the bottom of the funnel. Or if you have a self-liquidating offer, this can also be used effectively at the top of the funnel because again, we're just getting people straight over to our sales page to come and purchase because it's a low price point and low friction. It's capturing their attention with the first line, having them look and then go through the ad copy that we've got where we want them to take action, and then here is where our call to action or come over to purchase happens.

AIDA formula (Attention, Interest, Desire, Action)
We want to be capturing our audience’s attention and a great way to be able to do this is tapping back over into the headlines that we looked at a couple of posts ago, where we’re creating headlines with brilliant hooks and the formulas that we use there. So capturing their attention could be like: Imagine what it would be like to have 30 new clients for your group coaching program each month. Or imagine what it would be like not having to worry about where your next lead is going to come from. So using the “imagine factor” from your headlines in your ad copy as well can work great particularly at the start of your copy. It is a great way to draw people into the post and read the rest of your ad copy. Then for interest, we want to pique their interest and we want them to start seeing what life may be like when they've resolved these problems. This will help them get tapped into their desires that they're actually wanting. Then comes action. We want them to click and go watch our training or click here to go and learn more. This can be used in multiple points of the funnel. Typically, top of funnel ad copy. It works very well there. It can also be very effective in our middle of the funnel. It would typically be a more condensed version.

For example, if you've had people going to your webinar registration page and they have not opted in, then an AIDA copy would be effective here. It would be retargeting people who visited the landing page and did not opt-in, which could work very effectively with a bit of a different hook than the original ad copy that got them there.

So let’s recap our formulas:
PAS – pain, agitate, solution
BAB – before, after, bridge
SLAP – stop, look, act, purchase
AIDA – attention, interest, desire, action

So there you go! Now you have some frameworks that you can keep in mind if you are creating ad copy for clients, or if you have clients providing ad copy to you. Look and see if these points are being addressed in the ad copy, and if not, try and figure out how they can be added or tweaked to cover these points.

When you have a framework, it's going to make it so much easier for you rather than just feeling like you're throwing spaghetti at the wall and seeing what may stick. Following a framework is going to make things so much easier for you and help you to identify if your ads aren't converting. Is it the copy or is it the audience?

If you'd like to know more about the elite ad manager and the training that we do there to help you become an elite ad manager, head over to eliteadmanager.com and learn more.

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How to Improve Your Ad CTR (Click-Through-Rate)

So people aren't clicking on your ads? It hurts, right? I know, I’ve been there. In the last few weeks, we've looked at the creative aspects of our ads, as well as our headlines with a brilliant hook to capture the attention of our ideal customer and audience. Maybe they are looking and reading the ad, but then they're not clicking that all too important CTR link click that's taking them over to the page that we want them to. This may be happening because the messaging is not on point. In this episode of Online Confidential, we’re focused on our messaging and diving into 5 strategies that you can use when evaluating your ad’s messaging.

Now, our message is a bit different from our copy. The message is the essence of the ad copy. Ask yourself, is it going to actually be resonating and triggering emotional responses with our ideal clients? Those people that we've put the ad out in front of, we've done all that audience research in our targeting, and they should be converting, but they're not. It's that messaging that may be a miss.

So today we're going to look at five things that you can review to help get your messaging in your ad copy on point so that people take that action that you want them to.

#1 Is it too formal?
Is it a bit stiff? Is it a bit rigid? We are on Facebook. We're on social media. This is a fairly casual environment. Yes, you do need to remember to stay on point with your brand, but on social media with our Facebook ads, this is where we can loosen it up a bit. We don't want to have it like they're reading a prospectus about going to college. We can slide down a bit into a more informal conversation. They're on social media and remember this is the platform where they are hanging out to look at what their sister or their friends are getting up to. And they're not using formal language. So be sensitive and be aware of the platform while remembering who your ideal client is and talk to them in a way that's a bit more relational and not so formal.

#2 Is the ad copy too vanilla.
This can be really tricky sometimes, especially when you are talking about business opportunities or ways that people make more money working from home. The kinds of things that we try and maybe skirt around sometimes. Therefore we make things too vanilla, or maybe you're not trying to skirt around anything and just the ad copy is still too vanilla. Now ways that we can make it a bit un-vanilla is when we really dig into a few points when you know your ideal avatar. One of the ways that I recommend my elite ad managers do some research to dig into avatars is to go and look at Amazon and go and look at book reviews or look at YouTube channels and see what people are saying in the comments. Look at those exact words that the ideal client is saying and use that in the ad copy. When you do that also dig in a bit further and amplify things a bit more. If there are particular pain points, look at twisting the knife. What does it actually mean to not be able to make ends meet? When you are only just scraping by and you're paying the bills each week. Maybe you're not able to get on that holiday or spend some time on the beach, and that's just not going to be possible. The best you can do is to just drive two hours into state and stay at a hotel there as your holiday. And what's that going to mean? The family memories that aren't going to be created, the experiences, or the the pina colada. Twist the knife, amplify things, and highlight even more what the benefits are, what their dreams are, what their goals are, and the impact that can be made when they achieve those dreams and goals.

#3 Posting too much jargon.
A lot of us can be caught up in the curse of the expert where we say, so this is what we do and what we solve, and what we fix. But it's all wrapped up in this jargon that we are using. For example, the ideal client, typically, isn't say, “Oh, I need to sort out my mindset.” They might be thinking, why do I always do this? But they're not using that word mindset. You have to change your mindset, shift your mindset, but they're still thinking about why they're doing what they do every day or the actions that they take, or why do they always find themselves in this particular situation? So remove the jargon from your ad copy and put it back into relatable terms. Go to Amazon, look at the reviews, see what people are actually saying and it will help you remove the jargon.

How to run facebook ads for clients

#4 Look at me!
Where we're talking about ourselves too often, all the people that I have helped, how I've been able to quit working the nine to five job, and how I now live on the beach and work remotely. And blah-blah-blah all of that stuff. That's about me, me, me. So we want to make sure that we keep it about our ideal client. You can evidence that by mentioning people that you have helped, like how Jackie has been able to quit her corporate job. And now she's working from home being able to enjoy a work-life balance, being able to be at home when the kids come home from school and being able to have holidays whenever she likes because she doesn't have to put in for a request from the boss. So taking it off of us, ourselves, our accomplishments, and shining the light on others around us sharing stories of those that we've been able to help and how these lives have been changed and how they're so similar. Those same benefits that your other ideal clients are also wanting to achieve.

#5 Say more with less
Look at the copy that you have written, and then look at how you can take out extra words. How can you condense things down so that it packs more of a punch with fewer words? Remember, more words don’t mean more impact. Think and ask yourself, how can I shuffle this around so that it's more precise, more concise, and achieves all the goals of having less waffle, less jargon, less about me, and being able to really speak to your ideal client.

When doing all of these things, you will see that you will naturally make ad copy more effective. You'll be reducing the jargon and you'll be reducing the waffle. What you have left is a message that is really going to resonate with your ideal audience. It's going to speak to them exactly and they’ll be saying, “Oh my gosh, you’re in my head. That's exactly where I'm at now and exactly what I'm wanting to achieve.”

Then they're going to click on that ad and head over to the landing page. Again, make sure that the landing page is congruent with your ad so that if your ad has that great click-through rate, meaning it's 1% or more, it's resonating with your ideal audience. You can see then if people get over to the landing page and then they're not converting as they should be, you go, well, the ad is doing its job. Let's line up the landing page to be congruent with the ad and see if we get those conversion rates increasing.

I hope you found this beneficial, go in and have a look at the copy that you've got running now and see how you can apply those five tips to the ad copy to improve your click-through rates on your ads.

If you'd like to know more about being an in-demand ad manager, head over and grab the ad manager guide at admanagerguide.com and discover the steps to becoming an in-demand ad manager and how I was able to do it. Go from $12 an hour to making seven figures, running ads for clients.

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Does your ad headline have a hook?

Does your ad headline have a hook or is it ho-hum?

So many ad managers end up also being copywriters, while a lot of us aren't trained to be copywriters, we just seem to slip into it. Therefore, knowing how to create some great copy, some headlines, particularly those that have great hooks, is essential to the performance of our ad campaigns.

Now, even if you are not writing them, and a copywriter or your client provides copy to you, you can have a great eye to see if you think it's going to convert or not. And as we always do, we test it with our ads and we get the data in. This will also help signal that if the click-through rates are a bit low, you might try a different headline.

So here are some examples because headlines are the second thing that people are going to see when they see your ad. The first thing we spoke about in our previous episode is the creative/image that as they're scrolling through, stops them in their newsfeed. Then they're going to look at the headline. Let's look at those hooks that we can use to create some awesome headlines.

The first thing we can do is use numbers, pretty simple, right? When we're using numbers, it gives our ideal audience a clear, defined goal that it's not going to be some big airy wishy-washy information and now they know that there is going to be like three keys to XYZ or three key ingredients to make an excellent pizza. So using numbers is a very effective way to create a hook in your ads.

Number two, we want to create a sense of urgency. We want people to take action now. This could be just as simple as sale ending soon or doors closing soon. Create that sense of urgency that your audience goes, okay, I'm ready to go and check it out.

Number three is to be clear about your offer. Oftentimes we can get caught up in all the words and everything that's going on. We want to refine it back and just be nice and clear. So an example of this could be a kid's gut health checklist, which is nice and simple. You’re talking to the ideal avatar parent who might be concerned about their child’s health or wellbeing. It's a gut health checklist, right? They know exactly what they're getting in for.

Number four is to ask questions because people love to be asked questions. Use that in your headlines, for example, dreaming of a perfect holiday? There's a number of ways that you can create some hooks in your headlines.

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Now let's dive even deeper when we're creating our headlines. We want to make sure that they're congruent with the rest of our ad copy, as well as the page that we are sending the traffic to, because we don't want people to look at the hook, start reading the ad and then get disinterested, or we don't want them to click the link on our ad, go over to our landing page, registration page, sales page, and then not convert and make our numbers drop. We want to make sure that things are congruent between our ad and the copy and our ad and our pages that we're sending the traffic to. And so as we do that, here's a number of ways that again, you can speak even more clearly to your ideal audience with that hook.

Number one, make it brilliant. We all want to make it brilliant. Isn't that our goal? Isn't that what we're setting out to achieve? Sometimes it gets lost, and sometimes as I mentioned, we're getting so caught up in all the words that are going on that we just forget to say more with fewer words. So an example, we cut your tax bill in half. It’s a nice, clear, and precise message. It's brilliant. Instead of waffling on about various other things, remember what the ideal outcome is, what your audience wants.

Number two is put in unexpected wording, for example, the hippie HR manager. It's going to capture people's attention, pique their curiosity, and make them want to read more.

Number three is to tie in some emotional appeal because emotions really stir people to take action. So an example here could be, make dinner time enjoyable. This will speak to a lot of people at various points of where they may be with relationships. For example, it might be a parent who has little kids and their dinner times are not so enjoyable. Been there done that. Or it could be two older people who are sitting at the dinner table. Things are all quiet and it's not quite so enjoyable. They want to get some conversation going and make things enjoyable.

Number four is to emphasize a deal. This is as simple as sale now for 50% off. It's not creating the urgency that we mentioned previously, but it's saying what's happening now.

Number five is to present your USP. For example, the only vegan makeup for mature skin, nice and clear, right? It's saying exactly what your USP, that unique service proposition is and it's calling out your ideal audience.

Here's another interesting fact, which is that some of the best headlines are only five words long. Our Facebook ads are limited because things get cut off, especially on mobile devices and we really don't have that much room, so aim for five words. You can even do a test for that and see how it compares with headlines that are a bit longer.

When it comes to creating our headlines with all those points that I've mentioned previously, a great way to be able to bring things in and stay focused is to use some formulas for these headlines. So let's just have a look at some of these different formulas that you can keep in mind so that you can create some headlines with great hooks.

Number one is the steps to a result. As mentioned earlier again, having a number in there, so this could be three steps to glowing skin.

Formula number two is reasons. For example, four reasons why your bread is too chewy.

Number three is imagination. Imagine making six figures per year. That's another simple headline and what is it that you're ideal customer wants? Figure out what they want and then prompt them to think about it.

Number four is talking about urgency. An example here is, increase conversion rates now. Get whiter teeth now, or get curly hair now or whatever it is that your ideal client is wanting. What is it that they can get now? If they're getting a guide/PDF or an opt-in, what benefit is that opt-in going to bring to them now.

Number five is how to. Here we could say how to sleep better or how to improve your relationships or how to get your cat to eat raw meat. That's another way that you can, again, pique that curiosity. So those are five formulas that you can be using to create headlines with great hooks. To recap they are: steps, reason, imagination, urgency, and how to.

Copywriting is a lot like flexing and building a muscle. It may be a bit stiff and it may not be so easy flowing initially, but the more you do it, the more you're going to understand it. What I get my elite ad manager students to do in one of our exams is to do the fat 50 brain dump. I encourage you to do that as you're writing headlines or you’re just even practicing. I know it can hurt, but it's such a great exercise because it's going to really expand what you may just be thinking of. You might only initially think of a couple of things, but by going through all those previous points of using numbers, creating the urgency, being clear about the offer, asking questions, considering how to make it brilliant, putting in an unexpected word, tying in emotional appeal, emphasizing a sale or order, promoting the USP, all of these things combined with those formulas that I just mentioned the steps to the reasons imagination, urgency, and how to.

Go and write 50 and you will be amazed at the variation of headlines that can come up with. You'll be amazed at the headlines that may just come out of you and be very snappy. Remember to try and keep it short, remember aiming for a five-word headline.

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