Archives for September 2021

Do you see yourself as a leader when working with your Ad Management clients?

When it comes to working with your client, do you see yourself as a leader? You should! Your clients want to know that you have things under control and that when things go south, as they do in Facebook land, you have everything under control. They are confident in you, in your abilities, and know that they are in great hands with you running their ads.

Even if things may not be performing as they have previously, especially with all these iOS changes, we've been going through a bit of a rough spot at the moment. Many ad managers have, but there's still a lot of campaigns that are getting great results and are profitable. So we’re giving shout outs and encouragement to all our Elite Ad Managers and Inner Circle Ad Managers who are still crushing it, even in these crazy times.

It is still possible to get results. However, a lot of us go through a rocky season, and even if it's not iOS, things can still be rocky. It's when things are rocky that you really shine. When things are easy, when everything's profitable, the cost per lead is nice and low, the cost per acquisition is going nicely, and you're hitting all the KPI’s. Sweet! Everybody's happy. You probably don't even need to talk to your client very often because everything's working, they're happy. But I hundred percent recommend that you always still regularly speak to your clients.

Keep that relationship building up when things are going good so that you've got that relationship you've been building on when things have a bit of a downward turn. Now, when things take a bit of a downward turn, it's how you act in those times that will speak volumes to your client. If things aren't performing as well, if those tried and tested audiences just aren't converting anymore, or the ads which have been proven aren't converting anymore. Where are you going to go? What are you going to look at? Who were you going to point the finger at? That's not what a leader is going to do, right?

This is where you're going to shine by looking at the data and reporting back to your client about what's going on. Explaining here are the bottlenecks and owning it that if the ads are not converting, you are talking to your client about that. You can say, look, we've got these proven audiences that have worked in the past. We've got these proven ads that have worked in the past. We're doing all the same things. However, we're just not getting the same results.

Now, what do you do then? You could just be scratching your head or you could just throw it off in the air. You could just be throwing it back to them, but this is where you should explain this is what I would recommend that we do. You have other strategies that, through all your expertise, you can say why we're doing all these things. We're also going to be testing and rolling out X,Y,Z, providing them with other options, assuring them that we are still on top of it while all this is going on, which appears to be out of our control.

You're going to be implementing some other proven strategies, best tactics to move forward, to keep going with this. So rather than pointing the finger to say they need to do this, it's their problem. Look at the data, acknowledge what the data is telling you, make those decisions, communicate with your client what's going on, and communicate the strategies you are taking to overcome this or work through it.

That's going to show your leadership and instill confidence, rather than just pointing the finger, blaming other people, throwing people under the bus, which you know, we're not a fan of here, and just making excuses. So shine as a leader when in the good times, as well as when things get rough.

Now, quite often, your client might have a business coach who may come to them with these other ideas and strategies. For example, if ads aren't going well, your client might talk to their coach and say, oh, we're getting $10 cost per leads. The clients business coach may say they should do some lead formats, do this, or do that. All these other things, which chances are, they have not looked at the data. They're just saying things that they've heard, other people say most likely, but they may not be applicable and relevant to your client.

That's where you need to stand up, show your leadership, and talk to your client. I know this can be very difficult, and they could be putting a high priority on their business coach and their advice. That's fine, and that's going to happen. They're paying for them. So chances are, they will trust them, but they're also paying you. And therefore, they need to trust you as well.

How to run facebook ads for clients

So when they do come back with some of this advice that you have tested before, tried it recently, and it hasn't worked. It could also be, for example, if they were to say, you need to do some lead generation ads, then you could say, well, we have done that previously and this is what we have typically found with lead formats. But if you would like us to test it, we can allocate some of the budget to this. I really do feel that this strategy X, Y, Z is the best way to go considering what we've seen from our peers and other ad accounts.

Communication is vital for you to help establish your relationship, maintain a great relationship with your client, and show them your leadership abilities in running their Facebook ads. That allows you to earn the respect of your clients.

So often, I talk to ad managers who will have a client who just doesn't seem to listen to what they're talking to. These Ad Managers who have experience, they’re in ads manager every day, working with multiple clients, they're seeing and knowing what's going on, but their client will say, well, this is what I want to do. This is what I want my Ad Manager to do. At the end of the day, it is their money. All you can do is say, look, this is what I would recommend with this situation, and from my experience, what we're seeing in other ad accounts, and what's going on with the platform at the moment, I think this is our best decision here. We can test what you're suggesting over here and see if that works. I'm a hundred percent happy to test that, but the stages are what we're looking at doing. Your client may come back and go, no, no, I don't want to do that. I want to do this. Then you would just say, okay, fine. I do think that this is the preferred strategy, but we'll try this. How about we give this a go for a week, get the data through, see what that tells us. Yes? So that you've said, this is where we should be, but we'll try this.

It's about taking your ego out of it. I know it can hurt, right? If your client comes back and says, this is what I want to do, and they just don't listen to you, that can hurt your ego. But remember, we're there to serve. We want to help our clients get the best results. So if that may mean trying their strategy fine, we can try that unless it's something that really doesn't work.

For example, if they say, let's just do a traffic campaign. They want conversions, people to opt-in for their webinar and then purchase. Typically, I don't see that working, so I wouldn't be terribly supportive of that one.

So unless it's something that's really not a good idea or if they provide you with ad copy that is bad news and you are very likely to get your ad account shut down if you were to use this. So I’d caution them strongly, but otherwise, chances are, you could test what they've suggested if it works great. If it doesn't, then we're back to square one, and they go, ok, you do your thing then.

If this is a persistent thing for you, where you keep getting overridden by your client, they're not listening to you, and things just keep on not working. Then I would suggest that you probably part ways with your client; after repeated attempts and not listening to you, continuing and insisting, they do it their way and working against you. That's not a good fit. You want to work with clients who are a great fit with you, who you get on with, who listen to and respect you.

So I would very amicably suggest that I've done everything that we can here and I just don't think this is working out for us. I could introduce them to a couple of other Ad Managers if you know any that you want to introduce them to. If not, just give your 30 days notice per our contract, we'll finish up, we'll still run your ads as we have been, nothing's going to change there. We're going to do our absolute best to get things in order and ready for your next ad person because life's too short to be working with these clients that are not bringing you joy. And it's actually a mindset of scarcity that still holds onto these less than ideal clients.

So bless and release, and then you will make way for your ideal clients to come along. But through all of it, establish your leadership, help your clients be confident in your decisions, running their ads and continuing to serve them.

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Does who you’re listening to affect how you react with people?

Today I'm going to share one of the crappiest moments that I’ve had as a Facebook Ad Manager. It's probably not going to be what you think at all, but it just really didn't align with my values and my integrity. I do not want to make excuses or blame anyone or anything. It was entirely on me. However, it was influenced by who I was listening to.

At the time, there were some podcasts that I was listening to that made me feel quite toxic. So the attitude and atmosphere stirred something up within me. Whether that was my own issues that were doing it or whether it was because it didn't align with who I am, where I come from, the person I want to be, and how I want to treat people. So listening to this podcast, having this influence in my head really stirred me to act in a way that I regretted immediately.

What had happened was I was working as a Facebook Ads coach, and there was a client in a community that we were in who was doing a launch. We were helping run this launch, and I was going through and reviewing all the ad campaigns. Now there was someone else who was running the ads now. So I went in, and I had a look at the ads and the targeting. Everything was not as you typically would have it. There were all the warm audiences in with the lookalikes, and it was just a hot mess and all over the place.

At this point, because of where I was at, I had built up this sort of anger and toxicity. So I got a screenshot of it and made it so nothing would identify that person. I posted it to my Facebook with “this is why I'm training Ad Managers because of this sort of rubbish that people are doing.”

You know that if you put something on social media, it's out there for the world to see, and this person went to my newsfeed, and they saw it. Busted! Then grief, remorse, shame, all came on top of me. It was like, what the hell did I just do? That is not the person I want to be.

In another Online Confidential episode, I’ve talked about not throwing people under the bus because I’ve been thrown under the bus. But that was exactly what I had done to this other person. I felt so bad and shameful. I really wanted to go and crawl into a hole.

Then the apologies went out. I apologized to the people I was working with for any inconvenience or I caused with them. I apologized to the client and their Ad Manager. I felt really awful, and for me, that was a real low point.

Even though other Ad Managers were commenting on my posts going, oh my gosh, that's terrible. Blah, blah, blah, blah. It's not the person that I wanted to be. I allowed myself to be influenced by all these podcasts, particularly this person I was listening to at the time.

From there, it was a big wake up call for me to go. Is this the kind of person that I want to be? Do I want to go off in this direction? No, it certainly is not. So even to this day, I'll see this person in the newsfeed, or I'll see the podcast around, and I just cannot listen to it.

I want you to be very aware of who you're surrounding yourself with, who you're listening to help inspire and motivate you. Does it align with your values, whether it's the values for you personally in your life? Is it the values that you want for your business?
How to Run Facebook Ads for clients

Another example was when I was trying to figure out, do I want to build an agency or do I want to do more intimate work, building up this team of 12 that I had. Is this the kind of business I want where it's more boutique, and I'm working with just a handful of people? Coming from my in-house stays working exclusively with the company, I knew the value that was there.

So listening to this agency training was not even aligning with the kind of business that I wanted to build. There are many people out there who are business coaches and so looking at them, their lifestyle, and how they build a business.

I've got a few coaches where I'm a member of their membership community, and there are different things that I draw from each of them. For example, one of these coaches has built a business catering to the lifestyle they want to live. Then other business coaches are working all the time, and they're just busy, busy, busy. So they’ll teach and say, this is a kind of business strategy, and this is what you need to do. And I go, is that in alignment with the actual business that I want?

I know how many hours you're working, and you've got a team of 30 that's helping you do all this. Is that the kind of business that I want, or do I want to model this other business where I have more of a lifestyle? I have less of a team; however, I can still have a very profitable business with this model.

So be very aware of who you're hanging around and who you're listening to with these podcasts. Ask yourself, are they speaking directly to me, are they speaking the words that align with you, your personality, and where you want to go?

I hope you found this valuable, and if it brings up anything for you, I'd love to hear from you. You can email us at [email protected]. I'd love to have your feedback about this episode and if it's helped you be aware of who you're listening to and the direction you want to go in your life.

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Vanilla. Great for Ice Cream, not for Ad Copy

If I see one more webinar ad for a business coach who coaches about business coaching that is vanilla, fluffy, and vague, I'm going to 🤢.

As an ad manager, it's generally not our job to be a copywriter. However, a lot of the time, a lot of us are. We take that on board as we create the copy to go in the ads because that's just how it's done. Ideally, you get to a place where you're either outsourcing it and your clients are paying for it, that's part of your billing system. Or your clients are providing it to you because, honestly, no one knows your clients better than they do.

So how do you create copy that will stand out in the newsfeed for our webinar ads that invite coaches to watch a webinar about coaching other coaches? It's going to be that big, woefully vanilla, or vague copy. That's kind of like a headline that says the three key foundations to working with premium clients with grace and ease. So it’s like, what the hell does that even mean? How is that speaking to me? And then the copy itself is full of all this other sort of stuff that's just filling up the newsfeed, and Facebook does not like that kind of vagueness with their ads.

It's not going to cut it these days as we go into this pixel iOS14 world. So your ad copy and creative needs to be clearer than ever before. You need to speak to the ideal client in a way that you've never spoken to them before, and that will lift you out of the newsfeed and connect you with your audience.

This all comes back to what we call a brilliant marketing message. It's one of the things that we teach in my Elite Ad Manager Certification. It's taking all the waffle and jargon out of these ads and out of these headlines to make things super streamlined, focused, and more powerful.

I was recently looking at holding an event and thought a cruise would be fun. Now yes, after COVID, cruises kind of seem like a big petri dish of germs. But there's still a lot of fun! So we were looking and came across Virgin Voyager. The new cruise line going out by Virgin company out of Florida.

Richard Branson's quote was “create a longing for the sea, not just a cruise ship.” That, to me, was a sign of a brilliant marketing message. It was that yearning for the sea rather than just, oh, here's another ship, right? Make them look forward to the whole experience of it.

So as we create our ads for our clients, or they provide us with that copy, having an eye for that brilliant marketing message that's going to reduce the fluff, reduce the vagueness, and not make things vanilla is so imperative to be able to have that eye, to be able to see it.

Now, one of the ways that you can do that, and what I love, is to get testimonials from clients or the client's clients. Because chances are if you were to say to your client, “explain to me who your ideal client is, what their pain points are and what they want to achieve.” Chances are you're going to get all this jargon spewed at you. They're going to say they want to have some systems and frameworks to consistently implement and post and blah, blah, blah.

How to run facebook ads for clients

It's going to be all the same vanilla, vague wording. What you want is to get the words from the horse's mouth. So ask your client to provide you with testimonials from their clients so that you can see what they're saying, where they were before working with your client and now where they are afterwards and then be creative with that. Use their exact wording, but then add additional adjectives, action words, and words relevant to their field and to their niche into that copy. So that it really resonates with that audience.

Another way is to use your clients USP, now that's their unique selling proposition. Each of us is unique, and that gets lost a lot in the newsfeed. It generally all comes back to who is the stereotype. This is what our graphically designed image will look like, and here's our wording that's going to go in the ad. That's going to be the same as everyone else's wording.

I think we get that from school, maybe, right? Whoever handed in an essay, and when you get really creative, it was marked wrong. And so we get put into this little, “this is how it must be,” but when it comes to business and life for yourself and your clients, the USP, the unique selling proposition is often you. People do business with people.

So showing your uniqueness in your ad copy, messaging, and using the words that your client actually says. How do they speak? Are they all formal? How do they sound when they're off the cuff, and you're just talking to them? How can you incorporate that into the ad copy, as well as the testimonials that you're pulling in from your client’s clients?

Now, if your client doesn't have many clients or testimonials, or even if they do, I recommend you head over to Amazon and look at book reviews relevant to the niche that your client is in. Go through, see what people are saying in these book reviews and incorporate that as inspiration for your ad copy.

Putting that uniqueness and standing out in the newsfeed, we look at our clients, how they communicate, and how they generally talk. We're looking at testimonials, what their ideal clients actually have said and bringing that into our ad copy, as well as looking at a brilliant marketing message. So identifying, seeing what all those words do, the three key foundations and attracting premium clients with grace and ease, is that really what they're wanting? Why do they want it?

I was talking to one of our Ad Managers who was getting a pool built, and they had been able to get this pool installed because of the bonus she got running Facebook ads for clients. So incorporating something like that into your marketing message, like imagine flying first class, thanks to working with premium clients and taking the vacations that you've been wanting to.

So what is it that your ideal clients want? What are the struggles that they are actually facing and incorporating that into the ad copy? Stay away from vanilla, vague jargon terminology and get back to being human and putting that uniqueness back into our ads of being an individual and representing that in our ads.

I hope you found that valuable today, and when you next, see some ad copy, analyze it, look at it, see how there may be jargon in the terminology and how it can be swapped out with things that are just every day speaking to people. See where they're at, thoughts they're having in their minds and hearts, and bring that to life in the ad copy.

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Is a lack of systems really what’s stopping you from 5 figure months as an Ad Manager?

I’ve talked to a lot of Ad Managers and asked them what the obstacles are for them to be able to grow and scale their business. A lot of the time, they will say systems. Now systems have become a bit of a sexy word in this sort of marketplace. Everybody loves systems!

I love the idea of having these systems, but people think that just because they have systems in play that they're ready to scale. Well, you don't need to have systems in place to get to five-figure months. You will need them at some point especially when you want to get team members on board to help you.

For me, I teach Facebook Ad Managers that to have a boutique agency where they can be very profitable and still be able to have weekends off and go on vacations, they need to get a marketing assistant on board who can help them run ads. So at that point, you do need to have systems in place so that your marketing assistant or whoever you've got on board can follow these systems and make sure that things are run nice and smoothly for your clients.

It's systems that have enabled businesses like McDonald's, for example, to have such huge success, every restaurant, every franchise has the same systems, right? They all have the kitchens built the same way. They have the same sort of deliveries. They have all the things in place so that if you go to a McDonald's here in Queensland or McDonald's over in Los Angeles, things are still going to be the same. The cheeseburger will still have those little bits of onion on it and a piece of pickle that most people pick off and throw on the wall.

It's all going to be there because they have systems. So when it's just you, and you are just getting started or maybe you've got a couple of people on board, that's when we are dialing in some systems and processes. But it's not a reason why it's stopping you from five-figure months.

Chances are, what's stopping you is fear. That fear can present itself as either procrastination where you just keep putting things off or perfectionism where it's like, “oh, I've got to get this done and also this done. Right?” Then you keep working on things to make it perfect before it gets out there. Before you can get a new client on board, you just have to work on this first. You need to get this funnel going. You need to get this lead magnet, and you need to have whatever project management tool set up and organized.

One of our coaches in the Elite Ad Manager Certification is Renee Hribar, our sales coach. She is phenomenal with sales! She's been in the sales space for over 20 years, and her sales strategies and tactics have brought in probably about a hundred thousand dollars for my business alone.

I love Renee because she is a get out there, get it done, talk to people, and make sales kind of person. Whereas in the past, I have been very much caught up in that procrastination and perfectionism. There was a time recently where we were launching something. I was doing a bit of a test on my Elite Ad Manager Certification program and providing a self-study option. I spoke to Renee about how we could present it all, what we would do, and how we would offer it to people. She's got this strategy she calls a duck launch system so that you don't have to have a whole sales page together. You just have a Google doc, and it's all very personable.

When we run Facebook ads for people, it can be very impersonal. So when we go out there, people are opting in, and it's just all automated, and that's what we find safe and comfortable. However, Renee teaches us to talk to people, which is a great and central way to make sales for your ad management business.

So, as we spoke about all of this, we had a plan come together. Now, what that meant for me being that procrastinator or perfectionist and wanting to get into it and also knowing how to build funnels and email automations. I did up the whole sales page, the email automations and loaded up the campaigns. I wrote up all these emails, got the tagging right in ThriveCart, got Zapier connected to send the product from Thrivecart over to Kajabi, all of the bits and pieces I went off and did. So about six hours later, I finally had all the pieces together.

How to Run Facebook Ads for clients
Well, if it were Renee, she probably would have sold 10 of these offers in six hours because she would have just got out there, started talking with people. Plus, she would already have been talking to people initially. So that people who are already in a position that when you offer something, they go, “yes, please. I've been waiting for whatever it is that you're going to put out next.”

So that's the difference between five-figure months and non five-figure months, right? It's whether you go out and just take action. Things do not have to be perfect! Do not procrastinate on them. Look at how I can just go out and talk to people to bring them in as clients.

So while I got caught up with the funnel and the system to bring in someone to generate this sale and go through all of it, Renee would have just gone out and spoken to them, saying, “sure, here's a link, go over and purchase,” and the purchase would have come in.

So, getting to five-figure months could be just having five clients, and you're charging $2,000 a month. If you're just starting, then I wouldn't exactly recommend $2,000 a month. One because you would probably be very nervous with charging that. Also, if you haven't got proven results, you might be charging $500 or $1,000 initially, but we've got strategies to increase your prices over time.

So, if you've got five clients on board who are paying you $1,000 a month, that's $5,000. That's huge for a lot of people, and with five ad clients a month, that could be part-time hours. So if you're just working with five people, you don't have to worry about having all these systems in place. While you may say, I need systems to scale and grow my business and get new clients on board. Yes, systems are important. But you do need to have your own processes to follow; just don't get caught up in it.

If that’s what's holding you back is perfectionism or procrastination, and it’s stopping you from just talking to people, getting them on board, and doing things manually initially. It will get to a point where you've probably done it a few times, and that's when you can start to systematize it. Then when you're ready for someone else to come on board, that's when you really refine the system, and the secret on that is it doesn't have to be you creating all the systems.

When you get a marketing assistant on board, for example, that's where you could have a basic document with the flow to show what we do. They do it a few times, and then you have them create the system and process. A simple, easy way to do that is to record a Loom video and they can just be explaining and walking you through it.

That’s what you can do as well, and then you just hand it over to them. If you record using Loom, Zoom, or whatever screen-share app, you would also get it transcribed. So that way, there's the video and also a printout of it. So whoever it is that you hand it over to, you can have them watch it, organize the transcription, go through it, edit it, and refine it so that it is accurate and nicely written out. So it doesn't have to be you that is creating all the systems.

I hope you’ve found this week’s Online Confidential helpful in figuring out what's stopping you from hitting those five-figure months running ads for clients.

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