Archives for May 2021

Why iOS 14 is Actually Good News for Dedicated Ad Managers

Why iOS 14 is actually good news for dedicated ad managers. I know you may not feel like it is at the moment, but that's what we're diving into today.

So at the time of recording this, iOS 14 has been rolling out and ad managers are dealing with the impact of it. We've been learning about it for months, getting things ready, but then as always, when it comes to the crunch, there's things that we just haven't known about and Facebook hasn't even known about and things are getting adjusted on the daily. So we're often feeling like we're scrambling and having to catch up. There's a new bug. There's a new thing that makes ads not run or new error code. And so you may be feeling a bit of pressure about all of that, and you might even be thinking about another career path that maybe doesn't require so many changes.

But hold up because iOS 14 and the implications of it all with Apple's ATT, their app tracking transparency and getting people to opt in or out on their iOS devices is actually good news for Facebook ad managers.

And here's why, you see it used to be that anyone could just launch an ad by creating an ad account and they didn't even need to do that. In business manager, they can just create a personal ad account and launch some ads. Chances are they'd use their own campaign, they didn't even have the pixel installed and they had all this other stuff going on.

They spend $10 in ads and they run, ads don't work well so now they won't even be able to launch an ad unless they have their domain verified, unless they are using business manager and a whole myriad of other conditions. So ad managers are more in demand now than ever before, because things have dramatically changed on Facebook. It is harder to run ads now.

So there were a lot of cowboy ad managers who would just run some ads and not even really care or do tracking and all that kind of rubbish. Then you have dedicated ad managers come in and look at these accounts and go, Oh, look, I'm sorry. They didn't even have the pixel installed. And all this other information that we have to be the bearer of bad news for our clients. Hopefully all those gung-ho ad managers are heading off to the hills and are doing other things.

So us dedicated ad managers that are on the forefront of all these iOS changes that are rolling out as they come to us each day, learning, tapping into our brains trusts and being able to troubleshoot are more valuable than ever. Clients are going to need you to set up their domains.

They will go to launch an ad and they'll say:
We can't launch any ads.
We want to do these commercials.
We've got a launch next week and we can't launch any ads.

These things need to be prepared and ready. So in business manager, if they've just been running ads through a personal account, they need to get into business manager.

Now how this affects ad managers is typically in what I've explained. What I've taught people in my Elite Ad Manager certification is to partner your business manager with your client's business manager, so that when they're partnered you and your team, which can just be one VA, can access the ad account and do whatever changes needed.

Now, how iOS 14 has made that a bit different and the Facebook changes is surrounding the domain verification and aggregated events. So those events are like our standard events or customer events that we're wanting to optimize, they need to be set up in our client's business manager over in their ad account. So that's where you will actually need to be added as an admin into their business manager, given access to their business settings so that you can make the domain verification. You can create aggregated events and all that sort of stuff. So you'll need to be added to their business manager for a short time. Then you can remove yourself and carry on as normal in your business manager.

So that's one of the big changes that on the day-to-day basis of getting new clients onboard or helping people set this up is different. You can just jump on a zoom call and you walk them through it after that's all sorted.

How to run facebook ads for clients

So for domain verification and aggregated events, you've gone through your selected events and now they actually need to be prioritized. And if they're not set up in the right prioritization and they want to get changed, then ads will pause for three days. So those things need to be set up again. So if you have a client who, or a potential client, that's doing a launch in a week and these aren't set up then they go to launch and you haven't got the aggregated events for what they're needing to optimize for, then they're going to be in a bit of a pickle. They may not be able to run those ads for a few days.

So again, this is where an ad manager who knows their stuff that is on top of these iOS changes is super, super valuable for businesses because Facebook still has 2 billion people that are accessing Facebook on a daily basis. So Facebook advertising, while it's changed, is still an essential part for businesses and their marketing strategy. So even if you're feeling frustrated with Facebook and Apple and all of these changes that are going on, know your value. And especially when we're talking about coaching and digital courses, we also have the complexity of all these third-party platforms, like thrive cart, easy webinar, webinar jam, ever webinar, still seminar.

All these different platforms that are typically used in this niche and how they have responded to these changes and whether you can use their third party domains or their sub domains, or whether your clients need to set up their own custom domain on those platforms. Again, that's where you will shine as you connect with people and you tell them what these changes mean and how they can work around it. They are going to say:
Oh my gosh, take my money.
Can you set this up for me? I do not have time to do this.

These business owners do not have time to learn all these things or to go and try and look all this stuff up on YouTube and figure it all out, and then get into ads manager, and then be ripping their hair out. So this is a time for you to shine. Do content, create videos, tell people what they need to know about these iOS changes. And instead of them probably going off and doing it, many will, but many of them will also just say:
Can you just do this for me?
I saw your video about X, Y, Z. I need that done.
So how much is it for you to do that for me?

So a lot of golden opportunities here for you. So be encouraged even though things have changed and they're probably not going to go back to the way they were. That's fine. It's kind of like a step back. We had it so good with all the tracking and everything that we can see. Yes, things have changed. So we just need to adapt. But being at the forefront of it, you are super valuable in all these changes. So don't lose heart, make sure that you're in a community where you can tap in and get that kind of support where there are other ad managers that are in the trenches with you that are going through all these changes as well.

And this is where my Inner Circle is so valuable because we have an amazing community of very encouraging ad managers and we also have a Facebook certified tech partner who is in there bringing us the latest iOS updates. So seriously, the guys in my community have been prepared for this for the last three months. They knew it was coming and they were making changes.

One of the other big changes that are coming out with the iOS developments is Cappy Conversions API. While that hasn't been such a priority, just at the moment, it certainly is something that you're going to want to be looking at and incorporating to get your tracking going from browser side to server side, so it'll be more reliable. And another thing that we're telling our ad managers is to get into UTM parameters while Facebook tracking is not going to be what it used to be.

And looking in the ads manager, there's going to be a lot of information lost. And we only had our seven day attribution windows setting up UTM parameters for your ads, combining that with Google analytics and Google data studio is going to be a lifesaver for you so that you can still track those campaigns and how they're performing to bring in leads and sales.

That's something that we have training about in our ads managers Inner Circle. We had a special guest, Jennifer Gray a UTM expert, come into our group to share. We actually had some training about UTM parameters there in case you haven't got started with them because I know many ad managers get a bit freaked out with Google because it looks so different.

It's like you're on another planet, but get into those communities, be around other ad managers who are up to speed and they know what's going on. It's going to save you so much time and help to position yourself as an authority figure with your clients and therefore you can charge premium prices.

I hope you have found this useful and encouraging that being an ad manager in this climate is super valuable and you're worth your weight in gold. If you're looking for a community, head over to and check out my inner circle group because we've got an amazing group of ad managers there. And we look forward to supporting you as you run Facebook ads for clients.

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How to Confidently Charge High Prices For Ad Management Services Even If A Client Campaign is Tanking

How can I confidently charge higher prices for my ad management services? If my client's campaigns are tanking?

Ouch, I hear you. That's a tough question.

So client campaigns are not going well. Maybe you've got five or 10 clients and they are doing really well, but there's one that isn't and that one can just be dragging you down. And instead of acknowledging all the great results that you're getting for your other clients, you're focused on this one and it's making you question everything, right? You're thinking, how could I possibly charge this amount? If you are already charging $2,000 or $3,000 a month, you're probably going, how can I justify to them this price? Or if you're charging a thousand or $1,500 a month, you might still be saying, how do I justify charging them this price? And like I said, it may only just be one of your clients and the other ones are all doing well.

But as humans, we tend to focus on the negative, right? And it's not a pleasant place to be. Let me assure you that you're not alone. There are ad managers everywhere, big agencies too, every day I talk to coaches and consultants and I hear of some interesting stories from marketing agencies and ad managers who have not hit it out of the park and have not treated clients very well in the process.

Now I know that you want to treat your clients well, and I know you want to get them results, but nobody gets a hundred percent results, a hundred percent of the time. You're not alone. Things just happen. Whether it's just Facebook being a pig, or maybe it's just something off with the messaging.

In a previous Online Confidential, we were looking at what we do when our client wants to bury their head in the sand and ignore the fact that nobody wants their offer. What do we do with all of that? So despite all of your best efforts, all the hours and hours and hours and years of learning that you've done with Facebook, looking at all the trends, knowing insights, knowing what messaging may or may not work and all of it, it can be really demoralizing. So what do you do? How can you charge premium prices or even a thousand dollars a month, if your clients’ ads aren't getting results.

Well, first of all, you need to be ethical. You need to be coming from a place where you do actually have the experience level that you have told your client. If you've never run Facebook ads before, but you've gone out saying, Hey, I'm a Facebook ad manager and I'm charging $3,000 a month,” and you get a new client on board and you go, wow, what do I do now? Right? That is not ethical. That's not ideal. Running Facebook ads for clients, you can start learning on the job for $200 or $500 a month. I recommend that you get paid something to learn as you go, but be upfront with your clients and try saying, “Hey, I'm learning Facebook ads. I am just starting out. So I'm happy to offer this to you for like $500 a month and I'll run the campaigns for you,” and clients say, “Awesome, that's sweet because I do not have time to do Facebook ads. I know I need to be doing it, but I'm just so tapped out with everything else.” So being ethical to start with on your experience and what results you have achieved for clients previously is going to put you in good stead and also alleviate your conscience.

I want you to remember that when things aren't working, remember that you have invested hundreds, if not thousands of hours learning how to run Facebook ads, managing Facebook ads for clients, and that you are the expert. Even if you haven't spent a hundred thousand dollars a month on Facebook ads. If you're in there, if you're in the trenches and you're doing the learning, then your client is looking to you to be the one who is leading them through the Facebook ads. So be ethical about your skill level and your knowledge and charge accordingly. That's really going to help you as you go through this process.

Now running ads for clients is great value for your clients, because they often don't have the time or resources or energy to put into learning Facebook ads. So you partnering with them, providing this as a service to them is very valuable. And if things aren't working, then that's where you then need to….Number two, communicate!

Communicate through good and bad. What often happens is when ads aren't working, managers tend to be a bit quieter, they don't want to talk to the client. And that's when the client really does not appreciate it. They start to wonder what's going on? Let them know that you care to have those hard conversations, which may be like saying, “Look, we're doing all that we can. We're trying to optimize this. We're launching new ad sets. We're bringing in new creative,” and let them know what you were doing so that even if the results aren't coming in as expected, they are assured that you are on it, that you are keeping them up to date, that you are asking them for fresh ad copy, that you're asking them for fresh creative, and that you're letting them know that the conversion rate on the registration page is low.

You should also suggest ways that things can be improved. So communication is key, right? When ads are going really well, that's awesome. You'll want to talk to your clients because they're going to be loving you. And they're going to be telling you all this great stuff, but also communicate to them when things are not going well, so that you can brainstorm and that you can work together because it's not just all on you. You're partnering with your ideal client to help them get sales. So communicate with them, share the load with them and work together to get things working and optimized.

How to run facebook ads for clients

And number three is to do the work. Don't just think, Oh, these aren't working. I've tried everything. There's nothing more I can do. And then just let the ads continue to run while you're not doing anything. Be testing new audiences, you should be testing something every week. So whether it's testing audiences, looking for those hidden gems that are off the beaten track from everybody else, testing new messaging, testing new copy, or testing new creative, there's so many things that you can be doing. Make sure you are doing the work. Don't just throw your hands up in the air and just sort of leave things to run and get support.

This is where my ad managers Inner Circle is so valuable. We have ad managers and agency owners who are in there, and they are asking questions from our ad coaches and also the peer support that's in there is just fantastic. So get support. We have put eyes on campaigns. You can share them with one of the coaches on our calls and they can help to troubleshoot because sometimes we can be too close to the situation. We may think we've tried this, this and this. There are so many times when I've got on a call with some of the members and I'll say, “Oh, look there. I don't think the image on the ad is congruent with the whole messaging and the landing page and the headline.” They went, “Oh, yeah!” So get support as well!

Know that you are doing everything that you can, meaning you've been ethical and honest with your client, you're communicating, you're doing the work, and you’re getting support. Now, an illustration that I like to give my elite ad manager students is that of a doctor.

There's the doctor in his office doing surgery and patients come in presenting with symptoms and they want to get better. So the doctor with all his years of experience, hundreds of thousands of dollars on his education listens to the patient, listens to the symptoms and will try things according to their symptoms. For example, you've got these red itchy lumps. So he’ll try you on this medication. This pill patient goes off and they come back a week later after trying those pills, but they're not working. So the doctor prescribes a different pill, they go and they come back and they're still not working. And so they try another one and it works! So the patients can go on and on, and not get a clear diagnosis, and come back to the doctor. It's a process of the doctor’s years of experience, what they know and the symptoms that the patient presents that help come to a diagnosis.

And that's what we do is ad managers as well. Now, unfortunately, with doctors, sometimes the patients don't get better. Sad, sad truth. And sometimes with us as ad managers, our client's campaigns may not get better. Generally people will not, unless it's something serious, go back and ask the doctor for a refund. The doctors provided the services with the training and expertise that they have had over the years. That's what we do as ad managers as well. We provide a service with our training and expertise, what we know and do the best that we can given what symptoms present without our reporting, with the data that's coming through and make our best educated decisions on that.

So when you're wondering, and you're second guessing about your pricing, I want you to think of that doctor analogy. Doctors have patients presenting symptoms and they may not get better, but they still pay for the doctor's visit. Same thing as an ad manager, because you are providing the service. You're providing a super valuable service and you're doing the best that you can with it. So even if you have some campaigns that are tanking, I want you to have some time off. That's going to be a very important thing for you. Look after yourself, self-care is going to be so essential. Don't get overwhelmed and caught up with it.

One of the best things that you can do would be to take a day off, go and do something that you love. Go for a hike, go for a walk, go to the beach, go to the day spa and just switch off for the day, recharge, and get your mind refreshed. And then you may get some groovy idea that you'll be able to implement.

And that might just change everything. So don't tie your worth as an ad manager to the results at the time that you were getting for your clients. Do the best you can with ethics, communicating with your client and doing the work.

If you'd like to know more about becoming a certified elite ad manager visit, and learn more.

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How To Test New Ads In Your Client’s Facebook Ad Account

How do I test new ads in my client's Facebook ad account? That's what we're going to be talking about today in this installment of online confidential, where I take you behind the scenes of Secret Ad Manager Business.

So this was a question asked by one of my elite ad managers students. Now, this is a question, not just for somebody new, but for any ad manager, who's been running ads for a long time. Sometimes we just don't know, we feel like we're winging it, or we find ourselves asking…should I be doing it this way or should I be doing it that way?

Well, this is what I recommended and is a golden rule here that any ad manager will tell you that if you have an ad set that is working — don't muck with it! As Steve-O the crocodile hunter would say, don't muck with it. We don't want to upset an ad campaign that is working. Leave it and run! Don't mess with it. So what I like to do is use a sandbox campaign and this is where we'll do testing. Typically, you will want to have maybe 10% of your ad budget put aside for ad testing.

Now hats off to you if you're running ads for someone and you only have ten or twenty dollars a day to spend — you have my biggest regards. It is so hard to run ads for clients who only have ten or twenty a day, even at $50 a day, that really doesn't give you much wiggle room for lead generation, re-targeting, and a testing budget.

When you can test, ideally we want to be testing something all the time. We want to test every week with various ad copy audiences and all the other bits and pieces so that when our ads are ticking along nicely and they're performing well, we've already got ads that have been proven themselves.

They've got social proof and we've got audiences that are working so that we can continue to horizontally scale as well as vertically scale. So having a sandbox campaign is where you can do that testing. Depending on your audience sizes and how much you're spending per day on those ad sets,, it is going to determine how much you can put aside to spend in your sandbox.

So if you've got an audience size, that's a million people and you're spending $100 dollars a day on that ad set, or $200, maybe even $500 and you've got a sandbox and you're wanting to test a new ad or new creative, you could just put $20 a day over into a sandbox campaign that is targeting that same audience just to test and see if these new ad copy or creative is working.

Are people clicking on it? Are people engaging with it? Are they going over? Are they registering? If it's proven and if it's working, then great. It may be in the sandbox, but I'm not going to muck with it. What I am going to do is gently scale it up. If you need to do things faster, you might go, okay, it's working well at $20 a day. I want to see if I can jump this up really quick and put a hundred dollars a day behind it and see if it still performs at a hundred dollars a day.

So you got $500 a day going on and then in the same audience in your sandbox campaign going at a hundred dollars a day. You're just testing over here. Now, if it's a million audience size, then you've still got plenty of wiggle room. It it's just something that you're going to have to keep an eye on.

How to run facebook ads for clients

You might launch it at a $100 dollars a day. It might not work as well as it did at $20 a day. So you'll just stop it, go back to your $20 a day and just start gently scaling it up. And what does gently scaling look like? That will be like 20% every couple of days. So if you're at $20 a day and then you'll add $2 and let it go for a couple of days, then add another $2. And so you slowly will scale up, meanwhile, with your $500 a day campaign, that's working really well, you can be scaling that one up as well.

So the key for our sandbox or the key for testing new ads is to not try and put them into things that are working, put them over into a sandbox where you can test with these audiences.

Another great way to test our ad copy and creative is with warm audiences. So for example, I like to do a warm audience to people who may have purchased, right? And I'll serve that ad to them for seven days. It may be a registration for the webinar that they've recently joined, but if they have purchased, then they loved the webinar. They're enjoying ideally what they have just purchased. They'll see the ad and hopefully give it some love. They may even take a friend and say, “Hey, this is what I purchased.” Give us some great social proof. So that's a good way to actually test an ad, get some love on it initially, so that if it does have wings, then you can try putting it in other ad sets. Just remember to not muck with things already working, but duplicate it and relaunching it and scaling it right. If you've got other assets that maybe haven't been performing so well, then you can try incorporating this new ad with social proof into those ad sets, turning off some of the ads that are not performing there and seeing if the new ad in there gives a life.

If it doesn't, then I duplicate, turn off the original of those ads ad sets, and relaunch their ad set. Then see if it relaunches with the new ad copy that resurrects that ad set for you. So that's how I go about launching new ads into campaigns or into any of the Facebook advertising that we're doing for clients.

Golden rule, you do not want to mess with ad sets that are performing well. You want to be testing over in a little sandbox and when you’re in that sandbox, if you find things that work, run with it, scale them up.

The name of the game is to get things working and to get our clients results.

So if you would like to know more about being an elite ad manager, then I invite you to head over to the and look at my certification program, six modules, where we go into various key elements to help make you an elite ad manager.

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How To Set Up Your Facebook Ad Clients The Right Way

How do you set up your Facebook ad clients the right way?

So you're getting Facebook ad clients on board, hurray for you. That's awesome. But are you setting up to work with them the right way?

Believe it or not, there is a right way and not so right way. And that's what we're going to be looking at now…the right way is to use Business Manager. If you're not using Business Manager, run over now to and set up your own Business Manager. It’s essential for you to be able to work with various clients and not have to be in their business managers or their personal ad accounts. And also when you hire a Facebook ad assistant to come on board and join you to help manage your clients and do the daily reporting and load campaigns, you can just add them into your Business Manager. Otherwise you would need to add your team members into your client's accounts, which is less than ideal. Believe me. So you need to set up your own Business Manager.

Now, as you do that, you'll just be prompted for a page that the Business Manager will own, and that will come with an ad account as well. So you'll have one ad account and one page in there. Now the page does not need to be your business page and existing business page. I typically will create a page unique for the Business Manager and I don't typically use it.

It would just sit there and it'll be like Business Manager, Jody Milward, and then the page might be for Business Manager, Jody Milward. And so that's just sitting there in the Business Manager, then there'll be the ad account. And that ad account will be owned by that Business Manager, so that can be one that you could be running for your own business to run some engagement campaigns so that you can get yourself out there and get known as an awesome ad manager, show you authority/expertise and attract your ideal clients just with some engagement campaigns.

So you will have a Business Manager, an ad account, a Facebook page, and then that's where you would also create your pixel. So once you have your business manager all set up, then you can partner with your clients business managers. Now, if they're not in Business Manager, that's a job for them to take care of themselves. A best practice is for them to set up their own Business Manager. You will come across clients who have been running ads through personal accounts for them, but to get full access of the benefits of custom audiences and various other aspects of running ads, they will need to get their personal ad account into a business manager.

So they'll need to set up their own. And then they'll add their personal account into their business manager. Once they've done that, then you will share your business ID. That's the ID number for your Business Manager. You will share it to them and then they go to their Business Manager and they'll select partners, and they will put in your business ID and select to share their assets with you.

Now there's three assets that need to be shared with you. One, the ad account, the page and the pixel. It’s often forgotten so make sure they share the pixel with you.

Now, there will be times when their page may not be owned by the Business Manager. They may be owned by their personal profile. If that's the case, they may need to share that page and add your business manager to their page. And that's how you'll access it that way, but it will still come in to your Business Manager.

How to run facebook ads for clients

So your business manager here, your client's business manager over here, and they partner with your business manager and share those assets across so that you're in your Business Manager, you see their ad account and you can start working on their campaigns. Next client comes on board, same thing you, they partner with your Business Manager and their ad account comes in to your Business Manager and their page.

So you get five clients on board and you do not have to be jumping around to five different Business Managers or going in and out of five different sort of accounts. It's all over here in your Business Manager, all the accounts are there streamlined for you. Then you get your assistant on board and you add them into the Business Manager.

Now this is another tricky thing that a lot of ad managers that I speak to over the years who are setting things up and Business Manager is always changing. Bringing clients on and off – it's not typically something you do every day. So a lot can change in there and we can figure out some things, but one of the things to remember is when the assets are shared with your Business Manager, you need to assign people to the assets. So say in my Business Manager, people have shared those three assets to me (their page, their ad account, and their pixel) then I need to assign myself and any team members to each of those assets.

So then you'll have a look at what the assets are. You'll click on them, give access, and you'll select the people or just you to have access to them. Then when you are in ads manager and you want to go and create some ads, you won't have the issue of, I can't see the page, the page isn't here. Why isn't the page showing up? It's because they haven't assigned access to the page for themselves. So therefore they're not seeing it. So remember to grant access for the people in your team to work on those assets.

Your Business Manager, client's Business Manager, they partner with your Business Manager, so share the three assets that cross and then you give yourself access to those assets in your Business Manager. Otherwise people end up getting invited into various other Business Managers or ad accounts, and it gets very messy for you.

So that's the right way to do it now, thanks to iOS in the domain verifications. There is a reason why you do actually need to be added to your client's business manager. If you are going to be setting up their domain verification, you need to do that in their Business Manager, because if you do it in yours, then your business manager will own that domain verification. So that's the one time when you'll get your client to add you into their Business Manager. If you were doing the domain verification set up, so you get access, you'll need admin access, and then you can go through the processes. 90% of the time, it's pretty straightforward and easy where you'll select the domain. And you'll verify it with one of those three methods. Once that's set up and you'll be able to then go off and remove yourself from the ads manager and be able to work on the ads in your business manager. So that's the right way to set up your Facebook ad clients.

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