Archives for November 2021

What Are Three Things That You Can Offer for a VIP Day as an Ad Manager?

I recently held a workshop for ad managers to talk about VIP days that ad managers can offer. VIP days are hot to try, and a lot of people are talking about them and how great they are. But unfortunately, a lot of ad managers don't know what to say.

In the workshop, I was amazed that when I asked the ad managers who are currently running ads, they all were. But when I asked who has offered VIP days, only one of them has. So a lot of the obstacles for people were, what do I even do on a VIP day? What can I do? So that's what we're going to talk about today and look at three things that you can offer clients on a VIP day, or how I like to call it “Ad Concierge for a Day.”

Number one, you can set up the Client Attraction Code

This is my system of helping you to get your clients, to dominate the newsfeed, build and nurture their audience, and combine it with some lead generation campaigns or whatever it is that they want to run. This Client Attraction Code builds an audience for us, increases our awareness with that audience, builds affinity, and establishes your client as the authority in that space.

You can offer a Client Attraction Code build-out for them in a day. So you get on a call with them, get all the assets together, and spend the day together. Not just building those assets, but chances are if they haven't run Facebook ads before, they will need to get everything set up to start running them. This can be so overwhelming for people that they will be using YouTube and trying to figure out things themselves but end up wanting to tear their hair out and wasting so much time. So this is where these “Ad Concierge for a Day” are so valuable because people can just get it done in a day and get up and running.

With the Client Attraction Code, you will want to be checking that they've got Business Manager set up, that they've got their ad accounts set up, and that they've got their page connected. Because that’s where people get caught out as well. They don't realize they need to connect the assets to a person. So assign the ad account asset to the person, assign the page to a person in Business Manager, connect a pixel to the ad account, and install the pixel onto a website. So all that techie stuff that is overwhelming, which you know how to do because you live and breathe it every day, you can help them get all of that set up.

So that would be the first part of the day. Then come back after lunch, for example, and get into the rest of it, like audience and avatar. It's not just a matter of running Facebook ads for them and getting Facebook ads loaded. The success of your Facebook ads depends on how well they know their avatar and how specific the messaging in the ad copy is to that avatar with those pain points and the benefits that they're wanting. So spending time on your VIP day with them dialing all that in before you even go in and begin loading up some ads.

With the Client Attraction Code, that's where you can be looking at resources like their emails. Bring those emails into their automations and the invisible funnel, as I call it in the Client Attraction Code. So that even if they've opted in for something, even if they're on their email list and not opening their emails because they're ending up in spam, you can get them back out in front of their audience by putting them into their nurture sequence with the Client Attraction Code. So that's one thing, making sure they're all set up for ads, looking at their avatar, and then building out the Client Attraction Code, which can be one “Ad Concierge for a Day.”

The second one is a setup service

Your client wants to run some lead generation ads. They've got a funnel, it's all there, and it’s in place. They've gone off and done somebody's boot camp or whatever it may be to create their own course or start a funnel. They've done all that, but now they need traffic. That is where you come in.

On “Ad Concierge for a Day” you come in and again, make sure that Business Manager is all set up, the pages, the ad account, make sure the pixel is installed over on the site, putting the standard event code on the confirmation page. A big mistake we always see is that the client will accidentally put the standard event code on the first page, and they go, “Wow, I'm getting 50 cent leads.” And whenever I see that, I go, “Hang on; let's double-check things.” So make sure that the pixel is correctly installed and put it so that it’s shown everywhere on the website. Installing it in the header code for the whole site would be great. Setting up the pixel on the funnel and so making sure all that tech stuff is done. Then again, coming back, looking at the avatar, looking at the messaging, dialing all of that in, crafting all that together and then actually loading the campaigns. Then you'll load up a couple of top of funnel campaigns, depending on what budget they have, and then load up on some retargeting campaigns.

How to run facebook ads for clients

So that's option number two, a setup service. Now that setup is all complete, pixels are in place, Business Manager is ready to go, it's time to load up some initial ads and off they go. You tell your client you have a reporting spreadsheet that you will share with them and explain the metrics that you have to measure each day.

Option number three is an audit and overhaul

You've got a client or someone interested in the service, and they've maybe had an agency or someone else doing ads in the past before. They're not exactly sure if things are going so well, or maybe they've been doing them themselves and the performance has dropped. It's time for an audit and overhaul.

They will already have their Business Manager set up. All of that will be in place, but are the aggregated events already set up and tracking correctly? So that's something that you would go in and check. So again, make sure that the fundamentals are all correctly set up. Have they submitted their business verification? No? Okay, then let's set that up. Have they set up two-factor authentication? No? Let's get that in place so that we don't have anyone hacking into someone's account who's in your Business Manager and then loading up a thousand dollars a day of ads in your Business Manager. We don't want that. So getting all that in place, then again, doing another revisit of the avatar. You've probably noticed, I've said that for each one, and there's a reason why. We need to make sure we know who we're talking to in our ads so that we can get the best results because we've got brilliant messaging targeting that audience.

So revisit that avatar and dial in who you're talking to. It might've been a little while since your client has done this, looking at hooks that you can go out to this audience with. It may be something that they haven't tried before. You're crafting all of that together. Before you get to your VIP day, I also recommend that you get your client to complete an intake form. When you get that back, you can outsource and get some copy already done and written up before the VIP day. You can review it together on the VIP day, tweak when necessary, and then load all of that on. You'll have some top-of-funnel ad copy, some bottom-of-funnel, and some fresh stuff that's going out. Obviously, you're also checking the funnel, making sure that the right pixels are installed and that the right aggregated events have been selected for the pixel before launching some ads.

So, where do you go from there? As you do your “Ad Concierge for a Day”, people are always going to have questions afterwards and what often happens for ad managers is that people will be sending you all these emails with questions. So as part of the “Ad Concierge for a Day”, you have a follow-up call booked with them for 30 minutes, seven days after. So they've got seven days, and the ads are running. You get back together on a call, look at the data, decide what the next steps are, what they need to optimize, and what they need to fix.

From there, you can also then offer them this opportunity because they will see for themselves that they need ongoing support. You can continue to provide them with ongoing support either with your done- for-you services or perhaps (as a lot of ad managers do) tap into the coaching side of things so that you can offer them support, either one on one or in a group. I've got a couple of great strategies that you can either do that by group coaching or VIP one-on-one sessions.

So that's what you can do as a VIP day. Three things you can set up, with the first one being the Client Attraction Code. Number two, do a setup service for someone who's completely new. Or number three, you can do the audit and overhaul and watch some new campaigns for people who have been running ads previously.

I hope you found that valuable. If you've got any questions at all, just reach out at [email protected] and we'll be happy to answer them for you. If you want to know more about becoming an in-demand ad manager, head over and grab my guide at admanagerguide.com and discover the quick steps to becoming an ad manager.

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Who Are the Trickiest Clients to Run Ads for?

You may be wondering who are the trickiest clients to run ads for. And no, I'm not talking about specific niches like CBD or things like that. I'm talking about actual clients who are the trickiest ones. Ones that I have seen over the years time and time again can be those clients who have run ads themselves.

They're the ones who likely have had some good success, and it's time for them to hand some tasks over because it's taking up too much of their time. They've got other areas of their business that they need to focus on. So it is a bit scary for them to now find someone to manage their ads because they've been living in Ads Manager pretty much themselves, spending their own money, learning, finding audiences, finding what works and have had success with it.

They’re now at a place where they can hire someone else to run their ads. But it's kind of like handing over a baby. This is their baby. This is their business. They know how important Facebook ads are for their business, but they just don't have the time or resources to keep working on it. So they need to find someone else.

They go and talk to ad agencies. They talk to a few, and they really hope that when they find the one they're going to be able to scale them to the next level immediately. So that they'll just be able to pick up what they've done and run with it, and before they know it, they'll have four times the ROAS.

Now, this is Facebook, right? What happens and works well, one week is not necessarily going to work well the next week. Also, when you talk about scaling, costs go up; it's inevitable. It's what Facebook will call their breakdown affecting what they've been going through, getting this low hanging fruit etc. So you want to increase the ad spend, and things get more expensive.

So when an agency or a freelancer comes on board, and they try to do that, costs go up, and the client initially starts to freak out. And you know, they're a bit nervous because they were getting four dollar leads, and now your leads are costing them seven dollars. So that's stage one of freak out.

Now another thing is, how long have they been running their ads? How long have they been managing this themselves? Is it a matter of fatigue for the audiences? If they've been doing the same thing for maybe the last 18 months and may have even gotten to a point where things have gotten harder for them to get results. So again, that's where they want to come over to an agency because an agency will fix everything straight away. Or a freelancer will fix everything straight away and get everything working, and I won't have to worry about it anymore.

It could also be that maybe the audience is fatigued with the offer, and the offer itself needs a bit of a rest. That can be another cause for things that have not gone so well and why they won’t. That's why when you have a discovery call with a potential client, getting all this information will help set you up for success and set the correct expectations with your ideal clients.

How to run facebook ads for clients

That way if they do come on board and on your discovery call they say, “Yes, I've been running these ads for 18 months. It's done really well in the last three months. But, unfortunately, things have just dropped.” Well, we all know Facebook ads this year have been crazy different, but yes, it could be a matter of, “Yes, okay, well, you've been running this for a while. You've had a decent amount of ad spend on it. It's gone to a lot of audiences, and maybe this offer just needs to be rested for a little while, while we go out with something else out the front.”

It could be a different opt-in. It could be a different lead magnet or something, for example. It may be that the offer just needs a break. So make sure your client knows that. Setting that expectation up, that this could be another consideration for you as well. Then, as you get them on board, you start running ads for them. You do your thing, you test various audiences, and you increase the budget. We all know that it takes a bit of time for the data to come through and especially with the delays in tracking the delayed attribution.

Put your hand up if you've ever turned off an ad set, and then come back to see that it's clocked a lead or sale. Yeah? I'm not the only one. Awesome. So that inevitably happens. What tends to happen when your client has been doing their own ads is they are going to go into Ad Manager. They're going to be checking on things. They may even tweak things. They may think that you haven't got the right audience. They may want to put in some different copy and creative and just add it into an ad set that you've got running.

This is where service agreements come in and really save you. You have a service agreement that is strictly saying that they're not to go in there and be doing anything to your campaigns. That's going to help to protect you as well. Because it's a bit of an awkward conversation, but one that you would need to have nonetheless if they are going in and making changes to the ads that you have loaded up and you've got running.

You need to set those boundaries and have a conversation with them going, “Hey, did you go in and did you do X, Y, Z?” “Oh yeah. Because X, Y, Z they say…” “Okay, great. Yep. I understand that. That's fine. However, moving forward, I really need you not to do that because we have our systems. What we see in multiple ad accounts, bringing in all our years of expertise, and what you have hired us for is to manage your ads. We'll take care of any optimizations, tweaks, or changes. If you've got any questions or concerns, feel free to pop them in our Slack channel.” That's where I recommend you have a Slack workspace for them to pop it in, and then you’ll review it the next day. “But please just don't make any changes to the ad accounts because that's really going to have a big impact on the data that we're gathering so that we can optimize your ads to get the best results possible.”

You would have to have that conversation with them if they are going in there and doing that, and that is something that quite often happens when you've got a client who has been doing the ads themselves. They'll go in to tweak, optimize, and turn things off. “Oh, it wasn't getting results. You spent X, Y, Z.” And it's like, “Well, yeah, that's fine. That's because we're anticipating that it will cost a third of the cost of your product to generate a sale from this ad set. So we haven't reached that, or we haven't reached the minimum number of impressions that we'd like to see an ad get before we make these decisions.”

Good luck if you are working with someone who has run their ads before. It's not always like that. There will be clients who will be very thankful, and then there are the ones who will have a hard time letting their baby go. They'll want to go in there and tweak and optimize things.

So one, with your service agreements, you have things in there that are clearly stating that clients are not to go in and change the ad accounts or the ads that you're working on or make any changes without prior discussions. Two, just setting up expectations of why things may be fatiguing or whatever the issue may be in the first place. And three, just always keeping that communication open with them. Talk about it, so if they do make changes to things, you're onto it very quickly and establishing those boundaries.

So that's it for today. If you want to know more about being an in-demand ad manager, head over and get my free guide at admanagerguide.com and discover the quick steps to being an in-demand ad manager.

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How to Handle a Client Who Is Insisting on Using Their Own Ad Copy or Ad Creative?

So you've got a client on board, and they are adamant about the ad copy they want to use.
Maybe they even have the punctuation, grammar and everything they want all laid out to a T. Or maybe they've got images that they've spent a fortune on getting or professional photo shoots that are graphically designed. Yet, they’re adamant that this is all on-brand and that this is all the stuff that they want to go out there. You start running it, but the data is coming back, and it's showing you that people aren't resonating with it.

Possibly even the copy may not be compliant because chances are your client is not a copywriter. They're probably not a marketer, but they think they know their audience or think they know how to craft copy, but it actually falls flat. And you can see that by the data that is coming through with your ads.

So you go back to your client and go, “Okay, so this is where we're at with your ads.” They then go, “No, no, no. That's the copy that I want, and I want to use these images.” So you're ripping your hair out because you're seeing that the data is not actually coming through that's supporting what your client thinks. While your client may think this is a great ad, great image, and this is on-brand for everything. The data is telling you everything otherwise, what do you do? How do you handle that? That is a great question, and that's something that many ad managers have faced over the years.

I know myself and colleagues who have had some clients very adamant about the ad copy, but it just doesn't work. So one of the best things that you can do is try to show them the data. If they want it to work, I mean, as long as it's compliant. If you read it and you see red flags all over it, it's not compliant for this reason, this reason, and this reason. Obviously, you'll be talking to your client before loading a campaign, but if they still want to run with it, then at least you would do your due diligence. You've told them all about it. You've said, look, I'm afraid that if you run this ad, Facebook will disapprove it, and if that happens, it could shut down your ad account.

Make sure you are upfront, and you tell them all these things. If they say, “Yes, I want to run with that ad,” you go, “Okay, I've given you my best advice. I have told you about the risks associated here, but if that's what you want to do, you're the client. We'll run with it and see what may happen.”

If it all gets shut down, well, then you're positioned as the authority. Then you know what you're talking about. Unfortunately, the client may not always see it that way at the time. Things could get emotional, but you have done all that you can, you gave your best advice, and you've shown them that you are the expert and know what you're talking about. Hopefully, they will listen to you a bit more next time.

But let's just say it's all compliant. But you know that it's not well-written, and you can see that they may be talking all about themselves. Whereas, a good part of ad copy is going to be showing the person how you can help them. Not sort of saying, I've done this and I've done this and I've done this. It's guiding them through, showing them that you're the guide to help them go from where they are now to where they want to be.

So the copy may not be so good again, express this to your client and just say, “Okay, so this is where I feel like where this copy is going here. I'm not exactly sure how it would perform with the ads because generally people really respond to XYZ.” Copy that shows this, this, or this, or is more story-based or whatever it may be. Again, if your client goes, “No, no. I want to run this. This is the ad that is going on.” Okay, fine. Let's run it. And we'll see what the data says. Chances are you might have a low click-through rate and may have a low commission rate on the opt-in page.

So again, take that data back to your client. Your client might end up saying, oh, it's the audiences. The audiences are rubbish. That's again where you can say, well, actually, I tested these audiences. I've run these audiences with many different campaigns before with similar niches to you, and they typically work well. So what I would love to do is do some variations of the copy or possibly the creative. As I said, they've got all their nice brand images. They're all on point, they look professional, and that's what they want to run with.

How to Run Facebook Ads for clients
And again, a low click-through rate is happening, but you know, the audiences work, and they convert. So going back to your client with the data and saying, “Look, we've got this low click-through rate here. I know these audiences. I’ve tested them with lots of other ad accounts. So what I see from my experience working with different ad accounts is XYZ, and this may work well.” It could be what typically works well, very native images. So things that don't look so graphically designed, like a post from their friend in the newsfeed, can work very well. Or variations of videos, putting videos in, or even slideshows, et cetera.

So testing some other options, communicating and talking back to your client about that. Saying, “Great. We can run with these, but also what would be great is if we can have a bit of a test budget or put 30% or whatever it is, or 10% of the budget towards these ads, and let's see how they perform.” Or just talk to them about launching these campaigns, and then put this copy and creative in the same ad set. Facebook will see which one it thinks may be the winner. It may not work out so well. It may determine the winner is still one that's getting a 0.5% click-through rate. And then, if that's the case, you'll turn them off and try the other ones.

So communicating with your client, getting clear and showing them the data, even though they're probably not going to be so data-oriented as you. But at least when you have the data from Facebook, you'll be able to say, “Look, we've launched these ads. We've used these images and copy that you've supplied, and we've tested it with various audiences that we haven't seen work in the past. Now, as you can see here, it's only getting a 0.5% click-through rate, and we want our ads to be getting a 1% click-through rate. One of the main reasons it would have a low click-through rate is that people aren't finding the image, headline, or copy engaging. These are the things that we need to change. I'd really love to be able to test some of these other images and see how they work, as well as some variations on the copy that is more story-based or whatever it may be. So if you're happy for us to try that, I think that would make a massive difference to the results we're currently seeing with the ads.”

Having that data in place may help your clients see that you know what you're talking about. Some think they know their audience, and chances are they do, but they're not a Facebook advertiser. So they don't know and see what's going on. They may just see what all the gurus and the other people they follow are putting in the newsfeed and in their ads, and they think that it's what works.

They haven't seen the backend like you’ve seen it. So get the data in. If they're adamant, fine, let's run with this. Here's the data. Express your concerns to start with running the ads, get the data, present the data, and then again, reiterate what you've said already. Let's try some different creative. Let's try this, let's try something native in the newsfeed. Shocker…it won't have all the words all over the page. For example, it's just going to be you (the client) as a selfie; they work really well. Then let's change the ad copy, so we're not just talking about you right at the start and how excited you are for your, whatever it is. Let's talk about the client and where they are now, where they want to be, and how you can guide them there.

I hope that's empowered you as you may have these conversations with clients in the future, and maybe you already have. If you have, I'd love to hear about your experiences at [email protected] I'd love to support you as you go forward and continue to have these conversations.

If you want to know more about being an in-demand ad manager, run over and download my Quick Start to Becoming a Six-Figure Ad Manager guide at admanagerguide.com.

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