Archives for August 2021

Have you ever been thrown under the bus?

Have you ever been thrown under the bus?

Well, I have, it's not a nice experience! But unfortunately, sometimes we may do that as Ad Managers. So we’re going to unpack what it may look like to act with grace as an ad manager because it's inevitable as you go into accounts.

If you're running campaigns for clients, there will be a few broken things along the way. For example, there will be broken funnels where you have no control over the funnel or things have been broken with ads or you're doing audits on ad accounts and things aren't working so well.

It's a great thing to be able to hold your head high and treat other people with respect. Even if things haven't been done a hundred percent the correct way, which I've seen so often with various ad accounts. Ad accounts that have been run by high profile people in agencies where a lot of opportunities have been missed as well as everyday ones when clients have been running their own ad accounts. So it's about talking and communicating with them in a way that's gracious and not throwing them under the bus.

One of the reasons I'm so passionate about this is because I was thrown under the bus, and it was not a good experience at all. It was back in about 2016 or 2017 and the ads and the webinar funnels had been going off. Things were going so well, but it started to slow down. We continued to do all this testing, changing the landing pages, testing with ads, audiences, and all the stuff you do but things weren't working so well.

In hindsight it was happening all across the board and that goes back to the whole webinars are dead, which people have been saying for a number of years. But they're not dead! They still work, but things are constantly changing and ads are going to be different on Facebook from one week to the next.

What might've worked a week ago isn't working this week. So you're always testing. We had been doing all of that, lots of testing, lots of things going on. We then decided we'll get someone else to come in and have a look at the account. Now one of the things as an Ad Manager that we need to let go of is ego.

You may not want anyone else to come in and look at the account because you may feel that I know what I'm doing, I don't need anyone else to come on board and have a look. We need to surrender so that we can help our clients get the best results. Ego needs to be left at the door.

Anyway, we got a consultant who came on and who happens to have an agency as well. We got them on board to have a look at the ad account. I was on the call with my client and this other person, so it was all done in full transparency. They came in and had a look, and said, “oh, I'd be doing X, Y, Z, blah, blah, blah.” And it's like, I have been doing these things. If you looked at the ad account for longer than five minutes, you would actually see that, yes, I have tested this, and we have done this. We have done all of these things.

However, this person obviously had an agenda. They were keen to get a new client on board. Now all went well. My client called me up afterwards and said that was not how I expected that to go down. You know, I'm really sorry that you went through all of that. We're a hundred percent happy with you and how everything's going.

So everything went well. But I've obviously remembered the experience. It's very easy for people just to come in and have a superficial look at things.

How to Run Facebook Ads for clients
There's actually another time where I had another client and again, the same sort of thing. We had been trying all kinds of things for this client's account, but just nothing was working. We'd gone and tested all the different audiences, different messaging, different angles, different avatars, even different art, landing page software to speed up page load times, even different URLs in case Facebook was hating the URLs. We'd been working on it for months.

While we had generated a million dollars with it, performance was really struggling at this stage. So they reached out to someone who has a podcast. I heard about this on the podcast and was like; this is actually my client. This person was saying, “oh, this is their trouble. It's this.” Without them knowing the whole story.

It’s so easy for people just to make these assumptions and say, “oh, this isn't done, this isn't, and this isn't done”, and to throw people under the bus. I've gone into audit ad accounts, and I have seen ads that were retargeting campaigns that were created four months ago, and they still haven't fed out at all. And it's still turned on and obviously has not been checked. That’s really concerning that’s happened.

But for me as an Ad Manager, auditing the accounts, going back to the client saying, “look, you know, these haven't been running for four months. This is not good. You need to sack that person.” Is a horrible feeling, right?

For me, I don't want to be doing that. If you're like, yes, they have been doing the wrong thing, but I want to make sure that I'm acting with integrity and that I am able to hold my head high without stabbing anyone else in the back. That's not what we want to be doing here. And also, for the client, how gutting can that be to hear that they're not managing my campaigns properly. I've been paying them, and I've been doing all this ad spend. It's a horrible feeling for them.

So whenever I'm doing, for example, an audit, where I can see that retargeting campaigns haven't been getting run, ads that haven't been beating out all these mistakes in their targeting and such. So I instead position it more as, “here are some opportunities that have been missed. By correcting these, it would go a long way to help the performance of your campaigns.”

So rather than just going, oh, X, Y, Z hasn't been done, and this is really bad and pointing out mistake after mistake in a way that's obviously tearing someone else down is not ideal, in my opinion. I want to make sure I act with grace to fellow ad managers as much as possible because it's a hard gig. We don't always get it right, but we're all human, after all.

If things aren't going well, if there are bottlenecks in the ads, don't just point fingers, saying it's someone else's fault. If conversions aren't happening. Is it the ads? Is it the funnel? Don't be quick to point the finger at something else that may be out of control for you. If it is an issue with the funnel or it's their fault, they need to be able to do this. Make sure things are documented and passed along. “I did mention this as a concern, you know, two weeks ago that this needed to be updated”, but just act with grace. We're all in this together!

We all ultimately want to get results for our clients. However, if it happens that someone isn't acting with the best interest of a client on board, you can still hold your head up high and work with your client and assure them that you're here for them. You're here to support them a hundred percent of the way. Don't throw the other person under the bus. Act with grace with all that you do when it comes to running ads for your clients.

I hope you found this valuable, even though we're not exactly talking about ads or strategies and such, but just the way that we carry ourselves as Ad Managers. I believe when we do, you're going to attract those people back to you as clients, as contractors or people in your sphere who are going to compliment that for you as well. And I know for me, I'd much rather be working with people in that kind of environment than a toxic environment where it's every man for himself.

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Ever feel like you’re the best-kept secret?

So you feel like you're the best-kept secret? It's time to get out and get visible!

Now that might make you feel a bit scared, right? There's something that's holding you back from being visible. Maybe you're telling yourself that you just don't have time to create content or that you're so busy doing the work for your clients and helping them to be visible. There's just no time for you to do your own visibility campaigns or get your own content out there.

It could be a case of the builder's house being the worst house in the street or the cobbler's kids never having shoes. It's a priority that we need to give for our business because as great as an ad manager that you may be, we will inevitably have clients come, and we will have clients go. It just happens.

You need to have that visibility so that you have a constant flow of potential clients. People are waiting for a vacancy on your books, but one of the reasons why we're not getting out there, and we're not getting visible, it's not that we don't have time. You can get someone for $10 or $15 an hour to get some social media content together for you to get it out there so that's not an obstacle for you.

I have my program, the Client Attraction Code, that saves us from going live every day of the year and getting camera ready. You can just have content that you put into the newsfeed that gets seen a few times every 30 days, and you dominate the news feed.

You are continuing to get in front of your ideal client. They keep on seeing you and building up that visibility. It's super easy! If you know how to do Facebook ads, then there's no reason why you can't be doing that. But there is obviously a reason why you're not getting visible and I hear this all the time with ad managers.

That's why in the Elite Ad Manager Certification Program, we have a mindset coach, Coach Dawn. She has a saying for our students, which is helping them discover why they’re not visible. What you think determines how you feel and how you feel is how you act. So it comes back to thinking about what you're thinking about. That's making you feel like you can't get visible or you're scared about being visible. And then how that makes you act is to not be visible, so you don’t put any content out there.

How to run facebook ads for clients

Now, I completely get it. I struggled and still struggle with visibility and putting myself out there, being visible because it's like, oh, other ad managers know more than me. What if I say something wrong or someone else doesn't agree with it? Well, that's just going to happen in the world of Facebook ads because there are so many ways to do things while there is obviously some dead set, right?

There are a whole variety of ways to do things. I've looked at ads and looked at ad accounts where all the wrong things were done, but they were getting amazing results. You don't have to be right a hundred percent of the time, and you're not going to be so knowledgeable that you know everything. So cut yourself some slack.

With the knowledge and skills that you have, there are people out there who need to hear from you. So while there might be a whole section of the audience that your visibility, message, and services will not apply to, there is a section of the audience who will be so grateful to hear from you and the tips you might put out there. The strategies that you might talk about could be a game-changer for them.

As I said, I've struggled with visibility over the years. This is even after helping several clients generate a million dollars in their business and having generated a million dollars for two businesses I've personally owned. I still feel like I'm an imposter. So who am I to talk about these things that will still rise up, but I've got to think about what I'm thinking about. So that my thoughts will determine my feelings, which determine my actions and are coming out in the manner that I want them to.

It comes back to thinking about what you're thinking about. So for me, if I keep thinking, oh, who am I to talk about this? Who's going to listen to me or, you know, XYZ, negative thought, negative thought, it's going to get that thought going. And so, therefore, I won't do a video or I won't do this post, and then you don't get visible.

Whereas when you are coming from a place of service where I've learned something, seeing something that's been working or just from my experience over the years. I go, right, well, this is obviously what people need to know. They need to know something about the pixel, or they need to know about compliance with their ads or XYZ. I can help people shortcut their learning process to avoid the heartache of an ad account shut down because of the knowledge that I have.

When you come from a place of service that reframes everything for you, it's taking the focus off of you and focusing on the people who need your help. That's a way that I've overcome the thoughts that stop me from being visible and getting out there.

Have a look at what those things are that you're thinking about. Maybe you'll want to journal them or write them down so that you can identify them in the future. It could be that you'd just be working on something, and something will come up, try and be conscious of those things you are thinking about. So that when it does come up, you may be able to write it down, put down the thought process, maybe even think about where did this come from? Where did I start thinking that I wasn't good enough, that nobody wants to listen to me, or that I've got nothing to offer to people.

Think about those thoughts and reframe them. Instead of thinking, I've got nothing new to say or who's going to listen to me. Write down an opposite thought pattern, say I've invested, whatever it is a year to learn Facebook ads, or I've invested $10,000 into my ad training. I've invested $50,000 in client ad spend or helped clients generate XYZ back, like a hundred thousand dollars back in sales. Have a look and write down what you have actually done. Chances are, you're going to surprise yourself if you were to read those accomplishments as if you hadn't written them, and you just saw the writing on the wall somewhere, you'll go, wow, that's great, you've done awesome, good on you.

If you didn't know you, that's what you would say. However, if you knew it was you, you’d dismiss it and go, oh, that's no big deal. It is a big deal! Congratulations! Pat yourself on the back for everything that you have been doing.

Think about what you're thinking about. If it is taking you down a negative trail or building in that fear, and then that fear determines your actions, swap it around, and change those thoughts. Identify them, recognize what you have achieved, how you are worthy of giving this information and coming from a place of service to help people. That will change those actions from hiding and making excuses that I don't have time, that I just need to do this first or build a funnel first. Identify those things, see what you have achieved and come from a place of service. It will change the game for you when it comes to being visible and stops you from being that kept secret.

If you feel like you've been hiding, or if it's time to get visible, we'd love to help you with that!
You can email us at [email protected].

We'd love to support you further with overcoming this mindset because when it comes to running Facebook ads for clients, having that skill set for ad management is one thing. But, we need to have our mindset in the right place!

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The Secret to adding $100k to DFY Ad Management Services

Want to know how I added over six figures to the revenue for my done for you Facebook Ad Management Services?

Well, it was with a low ticket offer or what we like to call a Self-Liquidating Offer. It was part of an overall strategy that I have developed while running ads for clients in the coaching and digital course space. I bundled up my methodology, put it into a Self-Liquidating Offer and sold it for $27. I'm not even including the revenue that was generated from the sales of the product in the hundred thousand dollars.

This strategy also brought in some ideal clients who purchased this product and said, “Oh my, this is amazing! I love what you do. I have watched this training, and it is fabulous, but I don’t want to run ads. I want you to run them for me.”

I had people reaching out to me with a credit card in hand, ready to sign up for my done for you services without even selling to them. The selling had already taken place by them buying my Self-Liquidating Offer. So they came on board as premium clients that I typically charge $4,000 per month, plus a percentage of ad spend.

When clients came on board, we managed their ads for some time and that brought in over a hundred thousand dollars. So it’s probably more like $130k, $140k. I haven't exactly kept tabs on it, but it's well over a hundred thousand dollars.

How to run facebook ads for clients

So why wouldn't an ad manager want to have their own SLO?

While you can run Facebook ads for clients, it's amazing to add additional revenue sources to your business and having an SLO, you can run on autopilot! You don't have to make discovery calls to make sales. You could be doing anything. You could be out having coffee with a friend and your phone dings because you've generated a sale.

And I tell you what, that is such a great feeling for a service provider to actually be able to enjoy that passive income. I wouldn't exactly say it's fully passive, right? There is still work to be done, but it's a great way to offset some lead gen costs. To get people to come into your sphere and know a bit about you, your systems, processes, what you do, and who you are. They then ascend to becoming your done-for-you clients.

So here's four reasons why I think all ad managers should have their own SLO.

Number #1 – Productize a piece of your service.
You have a very valuable skill set that so many businesses need and some of them may or may not be ready for your done for you services.

That's fine, but there will be those ones who are, and they come in after they experience your offer and experience your way of doing things. They love it and want to work with you.

So just productizing a part of it. Like my Client Attraction Code is part of an overall system, which I call the Social Charlie system, where we have all these top of funnels and we keep our top of funnel nice and wide. We bring people in. Then we have this whole retargeting stack of three streams to capture people the whole way through to continue to nurture them and convert when they are ready to make that decision.

We can catch people when they are solution aware and are looking for that solution. We can also draw in and nurture those people who are not at that stage, but we can build that awareness, affinity, and authority with them so that when they are ready to purchase, we are the ones that are on their minds. That's the section of the audience that so many people miss.

Our Social Charlie system is this big comprehensive system and just a fraction of that is helping people to attract and build an audience. That's going to indoctrinate them into their way of doing things, nurture that relationship and have people ideally reaching out to them going, “I've seen you in my newsfeed. I love what you're doing. I'd like to know more about working with you.”

As an ad manager, there is a lot to running Facebook ads. So you could put a product together of some of the things that you've learned or that you’ve applied to your clients. It could be about audience research, pixel installing or teaching about standard events, custom events, and custom conversions. With all these iOS changes that are going on these days, people need help with setting that all up as well. It could be on ad copy and creative. It could be looking at the data metrics, how to scale, or how to optimize. There's so many facets to Facebook ads that you could just zero in on one. That's going to talk to who your ideal client is, draw them out and be attractive to them.

So productize a piece of your process. I always think it's a great idea for ad managers to be running their own ads. When you have an SLO, you put your ad spend behind it; you’re putting your money behind it. So now you're experiencing what it's like for your clients to be spending money on Facebook ads. This gives you a great opportunity to do some more testing that maybe you wouldn't be able to do on your clients.

Number #2 – Making money with an additional revenue stream for your business.
Normally you would be putting your content out there. You would be doing lead gen campaigns to get people to come in and book a call and I've done all that. And man, I've had some calls that were not ideal clients. So putting your SLO out there, you're getting sales at any time. On a day off, while having a coffee or even making money while you sleep. Because it's out there generating revenue for you as well as paying for your ad spend.

Ideally, even if it doesn't cover it fully, at least it's going a long way to offsetting your ad spend.
And that's what an SLO is, a Self-Liquidating Offer. Your lead gen campaigns are bringing people into your world to nurture them, ideally paying for itself.

Number #3 – Attracting those done for you clients by putting your content out there.
You can be hitting a pain point of an ideal client who's maybe doing their own ads and they've been doing it for a while. They feel stuck where they're at and would like to hand over their ads to someone else, but they don't know where to start. They see all these ad managers around and have heard all these horror stories.

How do I find a great ad manager? Well, they can buy your program and can see how you do things. They say, “oh, I like the way they do this.” And then they reach out to you. By bringing in those done for your clients, it's a great way to be able to tap into that audience and bring in these qualified leads who have their credit cards in hand, and they're just ready to buy from you.

Number #4 – You can be building a list of buyers.
Rather than just building an email list where people are disinterested or not engaged, and they're not even opening their emails, you've got people paying to be on your list, and you are creating a great quality list. As an ad manager, you probably neglect having a list of your own because you're busy building up your clients list.

However, this is a great way to help you build your own list and add people who have purchased so that you can offer an additional service. Now, whether it's going to be done for you services, that's one offer. Another one could be that you hold a monthly workshop or every two months, every three months, whatever you can fit into your schedule. You could say, “Hey, I'm doing a workshop on …” (something else that's going to compliment your existing SLO).

So, for example, if you did an SLO on audience targeting, you could be doing a workshop on optimizing your ads or reading the data. Additional workshops you could be offering to these people, who've already shown enough interest in what you have to offer to purchase from you.

You might also offer some coaching spots. If people aren't at that stage of looking for an ad manager, they may be interested in some one-on-one coaching or office hours, as I like to call them. For example, you could have a group of people and for two hours every week, you have your office hours, people can jump in, and you answer their questions. Or you can even do consulting, strategy sessions, or offering audits.

There are so many additional things that you can offer. It’s about bringing in a great quality audience with an SLO. So that's four reasons why I believe ad managers should have their own SLO so you can generate additional revenue, build a list of buyers, or have offers that you can sell to people along the way who maybe aren't ready for done for you services. As well as experimenting with ads with your own ad spend, which is a great thing for ad managers to do.

So if you're interested in creating an SLO, I have a Self-Liquidating Offer Intensive if you haven't run one already. This is an intensive training! We go through all the steps of what you need to do to create an SLO, what would be a good topic for an SLO, creating the sales pages, emails, and email sequences. Using products such as Active Campaign, where there's all the sequences and Thrivecart, which I’ve found to be a great payment gateway because you can track the individual purchases, which so many other platforms do not allow you to do and that is a crucial part of it.

The Self-Liquidating Offer Intensive covers all of that for you, as well as giving you a system so that if you want to add it to your services, to offer clients, whether it's building out an SLO or just running the ads for an SLO, that's all in this training.

Here’s the link to go learn more about the Self-Liquidating Offer Intensive. I hope it has inspired you to see that there are so many more opportunities for you rather than just running strict, done for you services, and believe this is all I can do.

There's lots of opportunities because you have such valuable expertise.

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Different Ad Strategies to Test in this Post iOS World

What different ad strategies can you be testing in this post iOS world?

With the Apple iOS rolled out and changes that are happening with pixel tracking and cookie tracking, and who knows what's going to be unfolding in the future, what are some ad strategies we can start incorporating that will actually keep people on Facebook so that we can continue to retarget them and suffer minimal tracking issues.

Well, there's a number of options. First of all, using Video View Campaigns. Now Video View Campaigns are typically designed to go out to people who are more likely to watch a video.
However, it's worthwhile testing an Ad that is in a Conversion Campaign in a Video View Campaign . What that means is, if you have a Conversion Campaign, with an Ad that is a video, it's got the headline, a link on there to say, learn more, people head over to the website to opt in. Then you can duplicate that ad into a Video View Campaign. So it's pulling in the Headline and Learn More and all the bits that you want for a Conversion Campaign. So you can test it in the Video View Campaign and testing how it performs.

Now heads up, you will see a really low click through rate in a Video View Campaign. In a conversion campaign we want our Click Through Rates to be around 1%. And that's what we need them to be, to have a nice affordable cost per click and keep our numbers all in order then for our cost per lead and such going over to a Video View Campaign. You're going to have a much lower CPM in your conversion campaign. It might be $20, $30, $40 or so but over in a Video View Campaign it could be as low as $10.

That's going to offset the lower Click Through Rate that you're going to have. So instead of a 1% click through rate in a Conversion Campaign, you might only have like a 0.3% click Through Rate in a Video View Campaign, so you're going to have much lower clicks. However, the cost per conversion may still come out the same, because if it was a $10 CPM versus a $30 CPM in your Conversion Campaign, then it's going to cost you a third of the cost of a click, but you're also getting a third of the number of clicks. So they may outweigh themselves there. So keep an eye on that.

You may still come out with $5 registrations for example, but at least then it's still working for you. You've got that lower CPM as well. So that's something for you to test.

How to run facebook ads for clients

Number two is Lead Forms. Now word of caution with Lead Forms, in the past they have been notorious for bringing in low quality leads because it's so easy for people to opt in. Chances are, they've also opted in with an email that they may no longer use. It's an email they set up with Facebook 10 years ago and they may not even check it that much these days. So that's a word of caution there as well, but it's certainly worth trying.

Now there are two different options when you create your Lead Forms, One is for more volume and one is for more quality. While selecting the option for higher quality one should get you a higher quality Lead, still test and see. When it comes to testing, have the client or yourself go in and check the CRM so that you can see if the people opting in are actually opening their emails? Because if they're opting in and they're not opening the emails, that's generally a sign that it's not such a good quality Lead. If they can't be bothered going to check your emails and opening them up. Yes, we can continue to get back in front of them with our retargeting.

People who have submitted the Lead Form, can be in your retargeting sequences. So that's great, but we also want them to show some interest and open up our emails. Check and see that you've got at least 30% of people opening your initial email. That should generally be as high as 60% or even 70% that initial email gets opened. So if it's way under that, then that's a danger sign, but it does decrease to about 30% pretty quickly, probably about by the fourth or fifth email. So just have an eye on those numbers as well to see if you've got some good quality leads coming in there, or perhaps not.

Another sleeping giant of the ad formats has been Instant Experiences. I've used these a bit over the years for various clients, for various reasons, we've created instant experiences that have had a webinar in them, and that people can watch the webinar right there and then click and go over and opt in or purchase or whatever it was. We've also done SLOs self-liquidating offers using instant experiences.

So instant experiences require a bit of setup. They're beautiful. If you don't know what they are, it's actually like a little landing page that fires straightaway. You create it there in Facebook and it's a beautiful, beautiful experience for your lead because it opens straight away and they can look fantastic. If you have troubles with websites, if you have clients who don't have ideal websites, then creating an instant experience could be a really good option for you.

So at least people can open it and they can get educated and become aware about what your client does, what service they offer. And with your instant experiences, you can have a number of them. So you can have page one and then they can click to learn more and they go onto page two so that you can actually build some higher intent audiences, the deeper they go into your instant experiences so that when someone gets to instant experience.

Number three, they've obviously shown a bit more intent. So you may have a retargeting ad that would be talking differently to that audience as you would to someone who's just landed on page one. Now with your instant experiences, they are actually connected to your Facebook page. So you have to go in where you can create them in ads manager, or you can go in and create them via your page, which is probably the more secure place to do them. So instant experiences are great. You can also integrate them with a lead form at this stage. You can't do any purchasing with them.

So like I said earlier for a client, we went through and they could just tap on it. And then they were on the webinar page and they got to watch the webinar and then they would tap. And that's where they would go over to your website after they've watched the webinar or from the webinar over to join now, or learn more or book a call, but you can have that directly in there as well.

So check out instant experiences, have a play with them. With those ones that you can test around a few different campaign objectives, but probably the best one to go with would be a conversion campaign and optimized for landing page views. Because you want them to open it up and fire. So do some playing around with those experiment with them, talk to your clients about them, say Hey, this format, it keeps people on Facebook allows us to track them even more. And we'd like to have a go testing with these, just have 10% of the ad budget that could be going towards testing these instant experience ads. I'm very excited about them going to be rolling out some more testing with those for ourselves and our clients in the near future and excited to see what the results show there.

So that's a couple of ways to be keeping people on Facebook, building your audience on Facebook and being able to re-target them with all the iOS changes, where we may be losing people and they're tracking by going off site. So with lead forms, with instant experiences and then also using our conversion campaigns, popping them over those ads from them, those video ads over into a video view campaign, and just seeing how they perform for you in that objective.

If you want to know more about becoming an elite ad manager and seeing how it's possible to make consistent 5k months, head over to eliteadmanager.com and learn all about our certification and how it can help you as an ad manager, providing a premium level of service to clients.

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