Archives for October 2021

Should you Subcontract or join an Agency to run ads for clients?

So a question that I've heard from Ad Managers over the years is should I work for an agency or should I subcontract my ad management services? That is a great question. While you have valuable expertise that is very much in demand, should you just keep working with your clients, or should you subcontract for an agency or perhaps even be employed by an agency?

There are pros and cons to all of those things, depending on where you are with your experiences as an Ad Manager, your lifestyle, or just what you want. So that is what we want to remember about why we've gone into this area of expertise. Why did we start? And what is it that we want to really achieve?

A lot of us will start running ads for clients, and then we'll often get caught up with the whole; I need to build an agency. And so they go off down the track of looking at business developers, salespeople, account managers, all the other bits and pieces. They get to a point where they realize that they’re not an Ad Manager anymore. They're being a Human Resources Manager and organizing all these people. Whereas what they really loved to do was run ads for clients, a lot of that got lost in the process. So stripping everything back and deciding what it is that you actually want to do. What do you enjoy doing about Facebook Ads can help you make the right decision here.

Now, as an Ad Manager/Freelancer doing this yourself without being subcontracted or working with an agency, you certainly have the ability to charge more. It's just you and the client. There are no other middlemen like there are in an agency. So you can charge more. Perhaps you're at a point where you are stuck with only charging $500 or $1,000 a month, and you're going, “I can't find people who would pay me more than that.” Then if that's the case, one, you want to be targeting higher value leads to be able to talk to, and two, perhaps going off to an agency would help relieve some pressure for you.

How to Run Facebook Ads for clients

Running ads yourself, dealing directly with clients gives you a lot more flexibility into how much you're going to charge. So you could be charging $2,000 a month, plus 10% of ad spend. So if you get just 5 clients on board that are paying that, that's $10,000. Plus the 10% of ad spend, which could be another $5,000 a month or so. So again, that's most likely most lucrative for you.

Or you could go to an agency as a senior media buyer. If you've got a couple of years of experience and got great results for clients, then you may be a senior media buyer. That's where you might earn $70,000 to over $100,000 a year with being a Senior Media Buyer in a well-established agency that does have those high-value clients.

Being employed by an agency, or possibly even just subcontracting to an agency could provide you with great extra skills and learning. So yes, if you are just starting out and there's an agency looking for a junior media buyer, you're not going to get paid at the level of a Senior Media Buyer, but it's going to be a great experience for you.

You can see their systems, how they do things, the types of clients they work with, and just get some experience on board. Then, if you have the ability, depending on your contracts and agreements with the agency, you can have your own clients and fast-track your journey to doing your own thing.

However, being with an agency takes a lot of work. So as an agency owner who's brought in people before, I want to know that people are going to stay with me for a while. So if you do accept work with an agency, of course, you've got to do your own thing. But it would be honorable to them if you were to stay there for a decent amount of time, and not just three months or something like that, because it takes a lot of work and expense to train up someone.

So they’d appreciate it if you're going to stay around long-term, but of course, you've got to do what's right for you as well. That's something to always keep in mind. It could be an excellent experience for you. The payoff with that approach is that you may not charge as much. However, if you're not charging that much anyway, this could be more rewarding for you because you do not have to do the client chase, and that's where many ad managers really get over it, so to speak. Doing the client chase and the sales calls because they love running ads for people, and that's what they enjoy. That's their favorite part of it. But it's all the other stuff like sales calls and account management, because in an agency they may have other people doing account management for you.

So if you could just work on ads, that's your sweet spot. Then a hundred percent going to work for an agency or subcontracting for someone else could relieve all that other pressure off you because they're the ones finding the clients and bringing them in. So you can just do the work that you love.

Considering what it is you want to do is going to help you make that best decision. You can possibly and quite potentially be earning more if you work directly with the clients as a freelancer. Or you are working with an agency or subcontracting to other freelancers. You'd likely take a cut in pay unless you go to that Senior Media Buyer position, but you'll get a great experience, and you don't have to do the client chase.

That's where in the past, I have made connections between people who are running agencies and then been looking for Media Buyers. Those Media Buyers that have gone, “I don't want to be on sales calls for four hours a day, seven days a week. I'm over that. I just want to run Facebook ads.” So that’s where those two can marry up beautifully so they can just run the ads and someone else is the one finding the clients, and then you can just get paid each month.

That's something to consider if you get an offer from an agency to work with them, or if you see someone calling out looking for Ad Managers, and you're wondering, should I? Consider where you're at, what you enjoy and are you happy just to have client work coming in and not doing the hustle. Great, work for that agency, subcontract your services. But, if you love getting on those discovery calls, if you love working directly with clients and continuing to find new clients to work with, then yes, do your own thing, be that freelancer and be able to charge whatever it is that you're worth and enjoy the fruits of your labor.

So I hope that's been valuable to you today and helps you make some decisions down the track if you ever are presented with this opportunity. If you want to know more about being an in-demand Ad Manager, head over and download my free guide, The Quickstart Guide To Becoming An In-Demand Ad Manager.

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What are your responsibilities as an Ad Manager?

Are you responsible for getting leads for your clients, or are you responsible for the sales for your client's offer? Are you responsible for copy, creative, or videos? That's what we're diving into.

First off, it depends on what is in your service agreement. Especially when it comes to copy, creative and videos because a lot of Ad Managers are a bit unsure of this. We often default to providing copy, doing creative and possibly even videos. So that needs to be clear in your service agreement from the start.

I know Ad Managers that charge $4,000 a month or even more, and they don't provide copy and creative. That's the client's responsibility. Now, if you are charging that price point and your client is paying, chances are, they've got a team in place. They've got a copywriter, someone that does their copy work, images and videos. They have a team that you can tap into and use their copy and creative. Now that's especially useful when they want to make sure everything is on-brand.

Now that's at a higher price point. What if you're charging $1,000 or $2,000 a month to run ads for clients? Should you include copy or creative? My answer is it's entirely up to you. If you are confident with your copywriting skills or can provide excellent quality images, then yes, you can include that.

You may want to include it as an additional service. You can say this is my base rate for running Facebook ads. This does not include copy, creative and videos. If you would like that to be included, it's an extra $500 a month or whatever it may be to incorporate that in because that's going to take additional time.

If you talk to any Ad Manager that's been busy running ad campaigns who also has to write copy, they’ll tell you copy can take hours to write because you need to know the avatar. You need to go off and do research. You need to go off to say Amazon and look at book reviews to find ideas of what to put into copy and what their ideal client is saying. Copy can take a lot of time. It's not just a simple matter of being an Ads Manager, getting the inspiration and then putting something in.

That can be put on as an additional service. So when it comes to your responsibility to do copy and creative, make that clear in your service agreement. That way if your client says you were supposed to be providing copy, it's there in the service agreement that copy wasn't to be provided.

Service agreements are great to protect you and to provide clarity for the potential client as well. So they know exactly what they are and are not getting. When it comes to using copy and particularly creative, many clients will tend to use very professionally graphic designed stuff. I love to use very native images, and they tend to work very well in the newsfeed. They don't stand out as an ad, and they look very informal. People will see it, and they'll think it's somebody that they know. So they'll stop and have a look and start to read.

How to Run Facebook Ads for clients

So when it comes to using creative, I would be talking to the client, asking them to provide selfies, for example, very native things. Even just pulling things from their page or even their personal profile to be used in ads. So that's one of your responsibilities as an ad manager to know if copy and creative is your responsibility or if it's the responsibility of your clients.

Now we're talking about lead generation. If you're doing lead generation campaigns, is it your responsibility to be getting leads for your clients? Well, if it's a new and unvalidated funnel, then I would say that is not entirely your responsibility. Does your client even know that this is something that their audience wants?

If they have been offering it organically and they’ve been able to get people to opt-in, then that’s a good sign that it is something that people want. However, when it's organic and when it's to warm traffic, it's very different results than it is with Facebook ads.

So I would be saying that in the first 90 days, in particular, that is your data-gathering exercise.
That's where you’ll be talking with your client, identifying the first avatar you want to target, getting the messaging and the copy right. Depending on how much ad budget they have will depend on how quickly you're going to get the results to see if the ad's not working or the landing pages not working as the conversion rate might be down.

As Ad Managers, we are very results-driven. It is up to us to get results for our clients. However, your client needs to make sure that they have an offer, product or service that their people want. Without ads, that's where we're going to be saying, this is your offer, product or service. Let's see how we can package it up with some great messaging and copy. Here are the audiences that we've tested before. We've run campaigns with other clients, and we know these audiences convert. So we'll start here, see what the ad data tells us, and then keep testing and revising.

It's likely going to take a while. You're not going to hit it out of the park straight away if it's all brand new. You need to be working on various versions of copy and creative and testing different audiences. So that's where it's going to take a few months. It is your responsibility to be working with your client, to be dialing in that messaging, dialing in that copy for them based on what they know about their ideal client. How you can get that message and that offer out to the audiences on Facebook to get results, and then be interpreting the data to make informed decisions of what to test, try next and get that information back to your client.

When it comes to sales, for example, a live webinar where people are opting in, they're watching the webinar, go off to a sales page, and go through to book a call. So your job there is again to be driving quality traffic through, opting in for the webinar.

Now, if the webinar is not generating sales, then yes, that's where most likely the client will say, the audiences are crap, you're bringing me bad leads. Is that the case? Or is it that the webinar is not converting? That's a decision that's only going to be made when you get more data through.

Like I spoke about with the lead gen campaigns, if they're being promoted to warm audiences, that will convert very differently to cold audiences. There's going to have to be a complete shift of expectation on the client's behalf that you'll have to educate them on if they're not aware. Warm audiences, they already know you, like you, trust you to some extent, and they're likely to convert much easier than just going straight out to cold traffic who don't know you and are just opting in for the first time.

So if they have been offering this to warm audiences, and it has converted. Then that's a promising sign and a great place to start when it comes to cold traffic. But I mean, if it hasn't been converting to warm audiences, why would it convert to cold? Also, suppose they haven't even tried converting it to warm audiences. In that case, you are starting at square one, and you're going to need to advise them to expect about 90 days for this to start showing us any real results because it's a data-gathering exercise.

To start with dialing in what the offer and the messaging is. Then, seeing if the ads are converting, people are getting to click, come through and opt-in. Then it may be having to optimize the opt-in page, as well as the sales page. That can only be done when audiences start coming through, when you start getting the numbers all coming through, that you can get a good amount of data.

With all of that, you're going to have to get at least 100 people in to watch the webinar before you can decide on whether the webinars are even converting. Because if you get 100 people to the webinar, you may get about a 2% – 3% conversion rate. So if that's the case, 3% would be good. If they're just starting out, then 2% would be lucky to get, unless they really know their audience and it's dialed in.

For 100 people to come in and let's say 2% conversion rate. Then that's 2 people to purchase. Now, if your client is spending $20 a day, they get 4 people to opt-in for the webinar, $5 each (some niches are $10 or $15). Let's just say $5 for someone to opt-in is $20 a day, 4 people a day are opting in. Look at that math. To get 100 people in and watch the webinar, that's going to be 20 days to get to sales.

So again, setting expectations with clients about getting the data, getting results is such a valuable thing. A lot of people might just think I can do this funnel or spend $50, and I'll get a sale. It just doesn't always work that way. So your responsibilities initially, working with clients, are to work with them, to get their message, offer, product or service dialed in and out to their ideal client.

Look at the numbers that are coming through and optimize where possible. Communicate back to the client where you're identifying some bottlenecks and what actions are being taken to resolve and see how you can improve things. Get more people to click through and get more people to opt-in, whether that's with the ads. Communicating back to your client, the landing page doesn't seem to be converting so well.

Communication and getting the data through is the name of the game, and that's where you as an Ad Manager are starting off initially. So if it's all been validated and if everything's been proven that the funnel converts at 5%. It is your responsibility to keep working with that and find those audiences, continue to enhance with their messaging, and offer to get those ideal clients over and help them get results.

So I hope this has been interesting and informative. If you've got any questions, you can reach out at [email protected] or if you want to know more about becoming a six-figure in-demand Ad Manager, download the guide here

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How to provide a stellar off-boarding experience

Off-boarding clients. It's something that's not often spoken about when we talk about running ads for clients. However, it is inevitable for various reasons.

You are going to be off-boarding clients. Whether they've had a change in direction with their Facebook ads or their overall strategy. Whether they've decided to pause Facebook ads because they're just not working, despite all your best efforts, things just haven't worked out. Or maybe, they've run out of budget and various other things. It will happen.

So how can you provide a stellar off-boarding experience and one that honors you and your time as well?

A question that came up in my Elite Ad Manager certification recently was for one of our ad managers who had off-boarded a client, and the client had asked them to meet with the next agency to hand it over. What are the expectations and the boundaries? This ad manager nailed it. She hit it all spot on. She had everything together and said, “sure, I'd be happy to do that. My rate would be…” and this is what the rate was, which was fantastic because it was outside the scope of work.

I know for a lot of us, and especially if you may be off-boarding a client because things didn't work out and you feel bad, you would do that for free, but you do not have to. That's not honoring yourself. It's not honoring your existing clients to be able to do that. You should be paid for your time because that is an extra service.

So if you get a request like that, that comes through, I'd strongly suggest that yes, you do have a price that you would be putting on that. Yes, I can do a half-hour call, and it would be this much.

That's one thing to do if you do get a request like that, but to help avoid that, have everything documented and laid out when off-boarding your clients. I typically have something that I call spreadsheet sanity. That's where we'll have the URLs, the events that are firing on each of the pages, and the campaigns that are set up so that they can be all handed over. Not just to someone else when we're off-boarding, but internally for our team so that we can refer back to that. We can go; what’s the conversion event here? We then go and check, and it's all there. And someone else would be able to come in and know exactly what's going on.

Having a spreadsheet that shows what's going on in the funnel, what events that you're all firing for in one central place is great. So that can be handed off to somebody else as well.

Also, doing a Loom. So a recording explaining, here's the campaigns that we have all set up. This is our top of funnel, middle funnel, and bottom of funnel retargeting. So having all of that in place to do the recording and hand that over to your client.

So that's where your client, if they're going to run ads themselves, or if they're going to another agency, that's what they can be referring to. You do not have to jump on and have a call with them to explain all this. You can just do this in a Loom video while you're still under your agreed ad management time period.

Typically there'd be a 30-day off-boarding process. That's when you can get all their files and everything ready in that time to be able to hand them over nicely, rather than them just going somewhere else and having to start from scratch. Again, this shows your client that you had their best interests in heart.

I'm not saying give away all your IP (intellectual property). You'll have ads, copy, and various other things that you will especially be working with. That's fine. You don't have to hand that over. What the next agency or whoever's going to be running the ads after that are going to need to know is what conversion events are firing in this funnel? What pages are being targeted in this funnel, and possibly, how much traffic has been going over here, the conversion rates, etc.

So getting that information altogether, ready to hand over, will do you a favor, and it will also leave your client feeling that they have been well looked after, right up to the end. Instead of you saying, okay, we're going to part ways and them feeling like they've been forgotten about.
How to Run Facebook Ads for clients

Another great thing to do when you are off-boarding a client is sending them a gift. It’s going to say it's been an absolute pleasure working with you. All the best with your new ad management service or with your ads in the future, and that's going to be so valued by them.

Now, when you do off-board a client, unless it's been a really ugly situation, which, unfortunately, yes, can happen. You don't want to slam the door closed, and this is where having everything done up nicely to offboard them comes in. Explain here is all the information you're going to need, and here's a lovely little gift for you. That's just closing the door with a little click. It has not been slammed, and we're never going to work together again because what often happens is they may think the grass is greener on the other side. So they may go off and try a new agency.

This is honestly happening a lot post iOS. Campaigns aren't working as they used to, and managers are doing all they can, with the client suddenly thinking that they're not doing the best they can for me. So they start sussing out other agencies, talking to other people, and unfortunately, they’ll be told, yeah, we can fix that. So they go awesome and run over to the other agency only to find out two or three months down the track that they're getting the same result or worse.

What do they do then? They come running back to you. The one who was running their ads. Saying, “I'm sorry. They're no good. This has happened. Can you please do my ads again?”

That happens so often. So we want just to close the door with a little click. Have everything all tied up, neatened out, sent over to them so that if they never come back, that's fine. They've been well-served right up to the end. But if they end up looking for a new ad manager, they're going to be coming back to you because you've looked after them so well the whole way through, and the entire off-boarding process was a beautiful experience.

So we don't want to burn any bridges. We want to make sure that they're off-boarded as professionally as possible. And always keep that door, able to be opened for them to come back to us in future, unless things didn't go well at all. If that's the case, if they end up coming back and want you to run their ads, you don't have to say yes. You can say, “oh, look, I'm so sorry to hear that didn't work out for you. Unfortunately, my books are full at the moment, and I don't anticipate an opening for at least the next four to six months”, or whatever it may be.

You do not have to take them on board again, but at least you know that you have done your absolute best. You've off-boarded them with excellence, and you can just wash your hands of it all, so to speak.

So providing your clients with excellent off-boarding experience, being clear on scope, of what is, and what's not included. If you're asked for an additional call after you're finished, then that's not on you. That's where you can charge for that. Wrap everything up for them, give them the information they need. Do a Loom, a video recording that you can give to them, and they can give that to whoever's going to manage their ads next. Also, send a little thank you gift because it's been a pleasure working with them over this time and wishing them all the best.

If you want to know more about running ads for clients, head over and join my Facebook group, Ad Manager Adventures.

Or, if you want to know more about being a six-figure Ad Manager, download the quick start guide for being an in-demand Ad Manager.

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What is the minimum ad spend that a client should have for your DFY services?

So you've jumped on a discovery call. You've had a great conversation with a client, and you go, “yes, you've got a great product. I'd love to help you with your Facebook ads. How much is your ad spend?” Maybe you figured that out beforehand with a pre-qualifying form, but nonetheless, let's say you're on the call, and they say, “well, I've got $300 a month per ad spend.” Hmm. All right. What do you do? Do you take them on board?

$300 a month for ad spend equals just $10 a day. There is not much at all you can do with $10 a day as an ad manager. Sure, you can load up maybe one campaign that would be a conversion campaign to see if you can get people opting in, or you set up a system that I call the Client Attraction Code, where you can bring in a top of funnel audience, bring them in and start nurturing the campaign. It's not list-building, it’s building up brand awareness. Building up awareness, affinity, and authority with the audience.

If the client's goal is to get people on their list, then they need to be looking at conversion campaigns and at $10 a day, that's going to be just one ad set. Maybe two ads in there because you don't want many ads in there because they're not going to feed out with $10 a day. Having four or five or six ads in it, as I see ad managers do, is just overwhelming for Facebook. And, you know, it'll find a favorite to go out, but it's not going to work very well for you. So just a couple of ads in there. You can see at $10 a day with one ad set and two ads in there; it’s going to take a long, long time to get data through.

In the business to business space, you can certainly expect to be spending $20, $30, $40 for the CPMs, which is the cost to reach a thousand people. So say the CPM is $20. It costs you $20 to reach 1,000 people. So if you're spending $10 a day, you're only going to reach maybe 500 people and if you have a 1% click through rate on 500, which would be great because you've just started and you've got two ads. If you were to get a 1% click-through rate, with the 500 people that it would reach, 5 people would be likely to click on it. So if we look at the mass with that $10 a day, 5 people have clicked. That's $2 a click. This means you can get 5 people to click to go over to your website.

If your CPM was $40, then your cost per click is going to double. However, instead of just being $2 cost per click, you're getting 5 people to click. So it’s going to be $4 cost per click, which means you'll only have about 2.5 people who will be able to click.

Now those clicks aren't all going to make it over to your website. We generally allow up to 30% to drop off. If it's any more than that, then you've got to look at your loading page times.

So of those 5 that click and come through, there might be 3 to 4 people who might actually make it to the page. Then if you have a conversion rate of, say 25%, that's a quarter of the people who get there will actually opt-in. So of the 4 that click and get over there, then it's going just to be one person that opts in.

When you look at those numbers, it's like, wow. So if they want to do their list building $300 a month, if you got the numbers all working well, if their page converts at 25%, that's one person a day, 30 people a month would just be opting in. It's quite expensive talking to your clients about that, helping them or potential clients at this stage. Helping them to set their expectations and their realizations and go, oh wow, okay, $10 a day, it's doable. You can certainly do it. Great. Get in there and start testing.

How to Run Facebook Ads for clients

But for you as an ad manager, managing $300 a month and the time it will take you is probably not the best for you and not the best for your client. Suppose you are just starting out, sure. That's great. You know, that's where you may feel comfortable. Okay.

Now, when you are spending $10 a day, you really wouldn't need to be putting in that much time and effort because Facebook needs to go off and get the data.
So you would launch an ad, and then you would need to sit and watch it for five days or so for the data to come in and see if things are starting to convert. You really shouldn't be putting that much time into it. You would just have a look, make sure everything's okay. If things aren't, like you've only got a 0.5% click through rate, then you'll be getting ready for whenever you've had about five days of ad spend go through $50, then you'd be ready with some new creative, and load in some new copy.

Chances are, you'll be stressing about it, right? You will be checking in. You will be wanting to tweak. So for you and your time, it's not the best use of your time. Also, if your client only has $300 to spend on ad spend, what are they paying you in your management fee? They're not likely going to have $2,000 that they will be spending on your management fee.

So when you have a client with a small ad spend like that, the best use of their budgets is to roll up their sleeves and learn how to run the ads themselves. That is where you can come in there as well. Just because they may have a low budget, they don't qualify to work with you, you don't have to dismiss them completely. They still need your help. They still need support running Facebook ads. So this is where you could offer them some coaching instead.

Rather than spending hours and hours in ads manager for the $300 a month ad spend, and them paying you to manage their ads. They'd be much better off paying you to coach them how to run Facebook ads, so that they may have a bit more budget to put towards their ads so they could get results quicker.

It doesn't always have to be done for you, and this is something that I think a lot of ad managers at the moment are starting to realize. All too often, they are talking with clients and especially when you are starting out, you may want to do a few clients like this because your confidence levels may not be up there yet. Working with $10 a day might just be enough for you to start experimenting and starting to get the feel of Facebook ads. That's great. That's a low budget. However, that is still a significant budget for your client, and they may be a bit stressed about it.

So make sure you are communicating with your clients with all of that. If you are working with a budget like that, and if you are starting out, that they know, and you're all on board. It’s a matter of you learning to run the Facebook ads rather than them learning.

However, there is such great value in your potential client learning how to run their Facebook ads. If they don't qualify for done for you, you do not need to lower your rates to accommodate them. You can offer them coaching as a service. So instead of you spending 10 hours a week or 5 hours a week on these campaigns, you can get together with them once a week, review the campaigns, tell them, “okay, we've got a low click-through rate here, so we need to improve the ad. Let's change out some copy and creative. This headline may not be strong enough. Let’s change it. We could be saying yes, we’ve got a 1% click through rate on your ad here. The conversion rate on the sales page is converting at 15%. It should be higher than that or not on the sales page. That would just be an opt-in page. An opt-in page converting at 15% is a bit low. We want to work on that. So let's look at the headline on that.”

So with lower ad spends, that doesn't really allow you to optimize and work on the campaigns, and it's really not the best use of your time. Offer the potential client coaching. The minimum ad spend for you as an ad manager that you would want your ideal client to have would be about $3,000 a month. At $3,000 a month, that's $100 a day in ad spend. $1500 would be the absolute minimum. That's $50 a day. With $50 a day, you could do a couple of conversion campaigns, retargeting strategies, nurturing strategies, and you could have two ad sets. So that could be okay, but at $3,000 a month, then you've got a great budget to be able to test a couple of different ad sets at $20 each.

Have some retargeting and nurturing campaigns, as well as have a bit of a testing budget as well, where you can be testing things to warm audiences, new copy, new creative, and always be looking for that next ad that may work, that you can slip into the current campaigns.

So $100 a day is a great ad spend for an ad manager. The minimum, I'd say, would be $50 a day, which would be $1500 a month. Anything under that, then offering your potential client coaching would be the best use of your time and their budget resources.

I hope you found this valuable today. If you would like to get more tips, strategies, and information about being an ad manager, then head over and join my free group Ad Manager Adventures over there on Facebook.

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Are your clients Q4 ready?

So at the time of recording, Q4 is upon us. That crazy season with Facebook ads where it's super competitive but also super lucrative. So what do you need to do now to help ensure that your client has the right expectations for Q4 in 2021 and that you and your client are best prepared for a successful Q4? We're going to dig into four things today that will prepare you and your client for Q4.

The first one is communication
You are going to need to communicate with your clients and set expectations. As I mentioned, 2021 Q4 is going to be an extra crazy time.

Last year, coming out of pandemics and such, there were really high CPMs. We are seeing just as high if not higher CPMs this year. Because of all the iOS changes, Facebook losing data and us losing tracking. It has been a very interesting time for ad managers. So communicating that with your clients in case you haven't already,
which I'm sure you probably have.

We are helping them to set expectations, letting them know that this is a Q4 like never before. That we've got high CPMs happening now as we speak, we've got Facebook having lost a lot of tracking. We can’t see a lot of information coming through in ads manager, so we don't know what best to optimize for. It’s going to be very competitive. There are many big buyers out there who spend hundreds of thousands of dollars a day on Black Friday sales.

So making sure your clients are aware that it's a very different Q4 this year than any other year. Anticipate it to be a very competitive time in the Facebook algorithms. So expect high cost per clicks and high CPMs. It doesn't mean that you should run away and not do Facebook ads. Your audience is still going to be on Facebook. They are still going to be buying, but how can you make that more profitable?

So communicating with your clients, setting expectations, even if they've had a great Q3, or they had a great Q4 in 2020, or earlier. This one is likely going to be quite different, but assure them that you are on it and that you will be doing your best. You're going to be in there optimizing, making the changes as necessary as the data comes in to help them get the best results they can. By setting the correct expectations.

I know many Ad Managers who have clients with evergreen funnels or are doing a launch, and they've said, oh, but the launch back in July, the cost per lead was half the price. Yes. Things are very different from July to now. Things can be very different from one week to another week. So set those expectations up with the client, let them know that it's very different, very competitive. It's not a reason to stop Facebook ads, but you're going to be all over it and helping them just to have realistic expectations.

Number two is helping them to start building their audiences
That's going to be super valuable for them as we go into Q4 so that you can keep bringing audiences in top of funnel, doing some warm audience building and then nurturing and retargeting. If you don't have a retargeting sequence that's nurturing your audience (I'm not just talking about people who have opted in and here's a seven-day retargeting window to come back and buy). If you don't have a nurturing retargeting sequence, you're leaving money on the table that is super valuable to help set up your client with their ideal client. To build awareness of what they do and how they help people establish their authority in the marketplace and continue to build affinity with their ideal client so that when their ideal client is ready to purchase, they are the one that is front and center of mind.

That's where my Client Attraction Code training comes in. Here’s the link if you don't have it yet. Go over, grab it, and get that incorporated into your clients so they can use that to bring in existing audiences. People who have been engaging with them on Facebook or who are on their email list. Bring them all in and bring in top of funnel, cold traffic to start warming them up so that when they're making that offer in Q4, they have this beautiful, warm audience who knows exactly what they do and how they can help them. And then it's time for them to say, I want you to help me with whatever service they provide.

How to run facebook ads for clients

So warming up audiences now, with readiness, as we go through Q4. Super valuable, and they’re some of the cheapest campaigns that you'll be able to run. Big bang for your buck, with getting thousands of people every day into their funnel.

Number three is to start list-building
If they're not list-building now, start list building!
Get people onto their list so that when they send out emails for the sales, they've already got people on their list ready to buy. We don't want to have to spend on Facebook ads all the time. Start spending, getting them in now, but then you don't have to rely on your ads to make the sale in Q4 or whatever time it is. They can just send out an email list and make money straight away without worrying about my ads feeding out, or how much is my CBM? What is the cost per click? These people are on their list, and they can be tapped into. Send those emails out and make sales.

When it comes to building a list, it is super important that your client has email sequences that will nurture that audience. Don't just get them on a list; send them the automation of five, six or seven emails. Have weekly emails that are going out to them. That is going to be of great value. You're giving them more information and building up the relationship.

With those emails that they send out, it's always great to have at the bottom; if you have any questions, hit reply. This way, people will click reply, ask further questions, and help your deliverability along the way. So make sure your client, if they’re list building (which is a great idea) that they continue to nurture that audience with regular emails.

With that list building as well, that's where you can also get back in front of them with Facebook ads because only about 30% of the people will continue to open those emails. That means 70% of the contacts on their email list are not going to continue to open up their emails. So 50% or 40% may never even open an email considering you've paid for them to get on the list. What a waste.

So bringing that audience into the nurturing campaign, where they may not see the emails, but you can get the emails in front of them through retargeting. So this is super valuable as well. So that's getting your client to do list building, sending out nurture sequences, and bringing that audience into your retargeting stack and into that nurture sequence.

Number four is to consider building a new funnel just for Facebook ads if they haven't done that already
With all the issues of tracking that's going on, we're still not exactly sure what's coming in by organic means, what's coming in through Facebook ads. There's always going to be discrepancies.

One of the best ways to do it is to have a funnel dedicated to your Facebook and Instagram ads. That way, you have the best chance of identifying actual numbers. Sure someone may see the ad, and they may share a link with someone else. But it's still coming in via an ad they've seen. They’ve seen the link, maybe shared it. That’s going to be your best friend when it comes to tracking, especially here in Q4 this year.

If your client can, get them to start building that funnel now. Chances are, it will be a fairly simple process. It will be a duplication of the funnel. They may need to hook up some extra tags or campaigns or whatever it is, but that's going to do both of you a big favour as we go through Q4. They put this ad spend in, and then you'll be able to go into the back end of the funnel and see, we spent a hundred dollars today on the ads, and we see that we actually got 20 people opting in. Great. So that was $5 leads or whatever it may be there. So a new funnel just for Facebook ads would be your best friend and your client's best friend.

So how to go about all this, getting your client ready for Q4? Well, it would be great for you to book a strategy session. So whether that is part of their package, or you may want to choose to have that as an extra where you can say, let's get ready for your Q4. I've got some planning sessions available. Normally that would be like $1000 for 90 minutes, but because you're an existing client, I'm happy to do that for you for $800 or $750, whatever fits in with your pricing model.

If it's part of your agreement with your contracts and that's fine. You would reach out to them and say, let's book in your quarterly strategy session and plan out Q4. Start doing it now because your clients may initially think I'm not going to do anything for Q4. But then they'll be caught up in all the Q4 excitement, and they say to you like two weeks out, let's do a black Friday promo, and you're going, oh my gosh, I'm snowed under with doing this is for everybody else. Sure. I'll do it. And you're up all night loading campaigns. That's not what we want.

So let's talk to our clients, be proactive, get them booked in for strategy sessions. Talk to them about Q4 plans, set expectations, and look at building up their warm audiences, putting in those nurturing campaigns, doing list building and setting up a new funnel for them.

I hope you found this valuable. Take action so that you, as an ad manager, don't get caught out with your Q4 craziness. You set the expectations with your clients appropriately. You’ve had the opportunity to discuss with them so that everything is planned out so that it doesn't all come back to you at the 11th hour to be loading up campaigns suddenly.

If you would love to get more tips about running ads for clients and the nitty-gritty of Facebook ads, head over and join my free Facebook group, Ad Manager Adventures.

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