Jody

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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How To Set Up Your Facebook Ad Clients The Right Way

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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What To Do When Your Clients Offer Isn’t Converting…And They Don’t Want To Do Anything About It

What do you do when your client's offer is not converting and when they don't want to do anything about it? So being a super awesome and diligent ad manager, you know what data points to look at, and maybe you've watched a few previous episodes where we have talked about getting ads to convert by looking at the various copy and creative to make sure that what you're doing with regards to ads is working. So, armed with all the data and great click through rates, various audiences tested, and different headlines, copy and creative – you have everything singing in ads manager. You are driving traffic to the sales page or the registration page and people are going through and you're going, yesm at last, I've got these ads working! But there's no sales coming through. It's pretty disappointing, isn't it? So you troubleshoot, you put on that private investigator hat, and you're looking to see where the bottlenecks are. Why aren't people converting for this offer after driving great traffic there. Why aren't they converting?

Well, it could be a number of things.

And this is what you need to communicate with your client. That it may be the webinar. What's the drop-off rates like on the webinar? Are people staying through to the pitch? Nope. Okay. Let's do some work on the webinar. Are they seeing the pitch and they're not converting, correct? Yes or no. If that's the case, then they may need to work on the pitch segment. Are they getting to the sales page and then not converting? Then work on the sales page. If all of that is getting done, all the testing and revisions, a lot of work goes into these kind of funnels where we're driving traffic and sales for coaches, courses, creators, and consultants and info products.

So after all the testing and tweaking has been gone through, your client knows who their avatar is, what their pain points are, and everything has been done, but the offer still isn't converting. Well the chances are then it's not any of these other points or data points. It's not the ads. It's not the webinars. It's not the sales page. It is the offer.

And if you really have to be working hard to try and get an offer to convert, it may be a sign that people don't want it. And this can be something that a lot of people when they are especially starting out can mistake and not actually check with their audience. They haven't actually seen if anybody wants this product. And so they create it, put it out there and go, yeah, this is awesome. People are going to love it, but they don't actually want it.

So all the data is telling you that people don't actually want this offer. So you need to communicate with your client. You need to talk to them and say, look, we have all the messaging, everything that's here in the copy, going all the way through the funnel. People are saying yes to all of these data points. Yes. I'm going to stop scrolling in my newsfeed and see what my friends or family are doing and I'm going to read your ad. Yes. I'm going to click on see more and look at the rest of the ad copy. I'm going to click and say yes that I do want to learn more and go over to the website. And I'm going to say yes, that I'm going to register. I'm going to say yes, that I'm going to watch the webinar.

I'm going to say, yes, that'll open your emails. And I'm going to say yes, that I'll then head over to the sales page. But then if it's a big fat, no, the problem is the offer. And what do you do if your client doesn't want to know about it? And unfortunately that can happen. You might think, why would anyone want to do that?

How to run facebook ads for clients

They're paying money for an ad manager. They're paying money for ads. Why wouldn't they want to fix it? Some people can be a bit ignorant. Maybe they're just a bit uneducated. Maybe it's what their business coach told them to do. And so they're out there doing it. So if it comes to a point where they're saying no, no, no, it's not that it's the audience targeting, you're targeting the wrong audiences and you have been working and working and working on getting these ads all humming along nicely. You've tested those various audiences. You've worked with the client, got the avatar, the messaging, and all those pieces together and you’ve got the ads ticking. If people don't want the offer, they're going to be a bit dismal. They're not going to be profitable for you. And as an ad manager, that can leave you feeling really deflated. Because while we do not want to tie up our worth to our results, we are actually in a result based business that people are paying us for. And our job is to get traffic over to their site to ideally convert them to sales. So if we have clients that we can't get these sales for, if you're a conscientious ad manager who really does care about their clients, then it's going to weigh a bit heavily on you.

So if you have a client that this is happening with, where you're driving this traffic, after all the testing, after running significant traffic through the funnel, they're still not converting, it needs to be the most obvious issue that is the offer.

So one of the best things that you can probably do at this point is to part ways with the client. There's no point continuing to put yourself in this stressful situation, trying to get results, trying to get sales through and the other party just isn't coming to the party. So at that point, what do you do? How do you go about parting ways with your client? What do you say? Well, it's just a matter of looking at your agreement.

First of all, you have to check what your service agreement is and make sure that you do have a service agreement, which is something that I actually have my elite ad managers do. They have a complete, drafted up service agreement that's been written up by our lawyer and it's worth one and a half thousand dollars so they are protected. So make sure your service agreement is protecting you for situations like this and refer to it when things like this arrive.

So it may be that you have to give 30 days notice. If that's the case, then you would be advising your client that this is going to be our last 30 days together and we're trying everything that we can, I've done X, Y, Z, blah-blah-blah, you'll see that we've got this many leads. We brought in this many leads, this many people to the webinar, these many people do the sales page, we tested all these audiences, tested all of this creative, tested all this messaging. We've done all that we can with this.

So therefore for the remaining 30 days, we'll still continue to do the best that we can. We'll still continue to optimize these ads to revise them and get the retargeting tweaked and refined as much as we can. But after these 30 days, we're going to need to go our separate ways, because we don't want to have you on board and not get you results.

So that's just what you would have to be presenting to them, making sure you give them that notice and letting them know when your time is up, that you will have everything wrapped up for them. They'll be able to go to whoever it is that they're going to go to next to manage their ads. And you'll have all the information there that they can take with them so that the offboarding procedure is nice and smooth and you're handling it with integrity and grace so that if your client at some point goes to another ad manager and then they end up coming back to you and go, Oh my gosh, I didn't realize how awesome you were and how much you were doing for me. I've been to X, Y, and Zed. And I didn't get any of this attention. So I would love to work with you again, I'm reworking this and blah-blah-blah.

Make sure that the offboarding procedure is a nice, smooth one that's nice and professionally you take care of them all the way out the door and just close the door behind you, not so that somebody is getting upset, but it's nice closure.

I love to send a gift to my clients when they come on board and then also when we finish up working together say, Hey, thank you so much. It's been an absolute pleasure working with you all the best for your future Facebook ads.

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I’m a “bad” Ad Manager…How to Handle your Inner Critic

If you're running ads for clients and you've had that thought, “Man, I'm a crappy ad manager!” then lean in because that's what we're talking about in our online confidential, where I take you behind the scenes of secret ad manager business.

Now, if you've had that thought that “man, I'm no good at running ads, I shouldn't be charging people. I'm going to give up because they're not getting results and I should refund them,” don’t worry because you're not alone. Many, I would dare say that all, ad managers have had that thought at least once a day, as they're running ads for clients. It can be a common thought because a lot of us can tie our worth into the results that we're getting for our clients.

I just want to encourage you today to go beyond that, to see the value that you are bringing for your clients and also where your services fit into the whole scheme of their business. Now, if you have a client that is relying solely on Facebook ads for their business, I think that it is dangerous ground. It is well beyond your scope because that's pretty much putting the whole responsibility of their business on your shoulders. This is where you need to be a very strong ad manager to identify that and say, “Well, my job is not to be the sole revenue generator for your business. You should also be incorporating other strategies that go beyond just Facebook, and start looking at organic marketing or other platforms, joint ventures, affiliates, etc.”

You and your client need to agree that it is very dangerous ground for any business to rely solely on one source for their lead generation or income-generating aspect of their business. So first of all, that would be very unfair to you. If it is the case, then it's a matter of you doing the best that you can. And the best that you can do is to be getting traffic to their website. It's up to them to really be involved with getting those conversions through.

Your role as an ad manager is to get the traffic through and provide the opportunity for sales and then that looks like the top of funnel ads and bottom of funnel retargeting ads. Unless you have full control of the funnel where you have every step taken care of where you're doing the optimization on the sales page, registration pages, and such, all you can do is look at the data from your ads. So look at: are people on the ads? What's the click-through right? What are the CPMs and the cost per click? Is this all in our KPIs?

Yes? Great! They're getting to the registration page or the sales page and then ask if the sales page converting? Yes or no? We try different audiences so that we can get a good range of different audiences to see if certain audiences, certain ad copy, certain images are converting higher than others.

If yes, focus on those more, but if despite various iterations of copy and creative and audiences, the conversion rate on the sales page or the landing page is not where it should be, then that's where your client needs to step in and be able to work on increasing those conversion rates alongside you. It may be a matter of looking at the messaging, looking at the copy that's in the ads, looking at the functionality, or the user experience on the landing page, etc.

So if it's a webinar funnel where you're getting leads in and there's no people booking calls meaning there’s no people purchasing the product/service, you need to ask: what's the issue throughout the webinar? Are people watching the webinar or not? Are they dropping out?

Chances are, there's an issue with the webinar.

How to run facebook ads for clients

What are the email sequences like? It's not just on the ads. The email sequences also provide a very important part in bringing in additional sales. So what are the open rates? What's the click-through rates making? You must be aware and go back to your client to ask: what's the numbers like here on the webinar? What's the numbers like here on the emails? What are the numbers like for the sales page or conversion rates? Then it's up to them to go and optimize other aspects of it.

If you're working really hard on your ads and if something is not working, despite everything that you're doing, is it an issue with the offer? Has it been validated before? Has it gone out to warm audiences and even if it has gone out to warm audiences, it's going to have a very different conversion rate for warm audiences, then it will with cold traffic. So educating your clients and making sure that they're aware of that is a very important thing. For an ad manager, communication is actually a very important skill to have and it doesn't even really need to be a skill it needs to just be something that is in your diary so that at the start of the week, you can reach out to your clients and give them an update. It can be as simple as this is what we're working on this week, this has been what we worked on last week, and here are our next steps. Regular reporting, being in touch with them, letting them know important changes are anything you think is significant should be communicated.

Now I do understand there can be times where things aren't working so well and you just would like to go off and hide rather than talk to your client. Well, this is where being an ad manager and putting our big girl panties on is really important because you need to have these conversations with clients because they so appreciate it.

Your ideal client will want to know what's not working in the funnel and they will appreciate you communicating with them because they don't know how to run Facebook ads most of the time. There are times where you'll have a client who's been running the ads themselves and they've done quite well, but they're tired and they're exhausted and they want someone else to run it.

So even more so communication between yourself and your client in that case will be vital because one, it may be a bit tricky for them to get their hands off and to stop going in and looking at ads manager. And so therefore they might be coming to you with a lot of questions. You might be thinking, why don't they just stay out of it?

It's actually a great thing. Communicate with them. If your ads aren't working and there's did, tap into what they did because they know their ideal audience. Make sure you communicate with them and get all of that info out of them. Run your ad copy past them. You know, ideally you would be doing that to get approval, but even ask them to provide some ad copy, go through their emails, get all the content that they've created, and communicate with them so that you can get the best results.

Just remember that results don't define your worth. You have a great deal of experience. You have a great amount of expertise and ads can be very challenging. It's not just a simple matter of just sticking something up in a way. It goes day by day. Things are different on Facebook. We've got other advertisers who come into the bidding and that can affect our costs. We've got the algorithms that are always changing. We've got the iOS updates, which is making it very different on the Facebook platform. So there are so many things that are all going on. All we can do is drive traffic to the offer that our client has and be promoting it and provide opportunities for people to click and to come back and purchase.

So if you really have to be working hard, if you're trying all these iterations, maybe it's the offer that's not working for you at this time. So knowing if it has been validated. Ask: so if the sales pages aren’t converting, and you’d know that through what the data is telling you, working on the sales pages.

If things haven't been working, if you really have been struggling and you feel like, Oh, I haven't got them results. I'm going to give them a refund. Just stop right there. I am sure that if you're having those kinds of thoughts, it tells me that you are a committed and honest ad manager, who has a basis on integrity, because you are so driven and you want to get them results and you feel bad that they haven't got results. And that's why you feel like you want to give them a refund. You have been doing a lot of work and chances are you've gone above and beyond whatever you would typically put in. So you have done the work and I encourage you to just step back from any feelings of hitting that refund button on Stripe and refunding your client because you've gone above and beyond.

As long as you've done everything that you can do and you've tested, you've reiterated, you've been looking at the data, and you've been communicating with your clients then that's all you can do. Take the pressure off yourself to be the sole person responsible for generating the income in the business. Right?

I have a client who's ad account actually got shut down and has been shut down for the last couple of months. It's been quite a journey we've had to go through and the client’s account just got caught up with all Facebook bots. It's all silliness and their personal profile and all the rest of it was flagged and we've had to go through, create new URLs, create new pages, get on a different platform so that we're all clean and we're starting afresh.

They have had their biggest month ever because they have tapped into the leads that have already come through. And the owner of the business stepped up and was taking sales calls and was driving the organic sales that had come through from all the leads that we have been previously generating.

So even without ads, they had a half a million-dollar month because of the owner taking action and making things happen. And yes, it came because we had leads and we had been generating lots of leads for the business, but that's the kind of thing that business owners need to be doing. Not just relying on Facebook ads and not just relying on you.

So congratulate yourself for all the great work that you do in helping business owners to increase their revenue, hire team members, change people's lives, as well as impacting all those people that come on board with them as clients. This includes that ripple effect that flows on from there and you have such an essential role to so many people's lives.

I just get such a buzz. When I meet people who have joined a program that I was running the ads for it’s pretty awesome. And when they're loving the program and then they're hiring people and they're bringing in more of their own clients it shows that it really is a ripple effect and it's an amazing thing to be part of, but the sole responsibility is not on you. So give yourself a pat on the back for the great work that you do, keep communicating with your clients through all the highs and lows, and celebrate those highs.

When you get up on a Facebook wave and things are just converting and you're crushing it, that's awesome! It's about an 80-20%

20% of things will actually work and crush it like that, which is amazing!
80% of the things is just going through finding what works and looking for that next 20%

So celebrate all those wins and when things are going rough, it's not a reflection of you as an ad manager.

If you'd like to know more about how to work with your clients, get better results and protect your mindset as an ad manager, head over to eliteadmanager.com and learn more about our exclusive certification program for ad managers.

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Creating Ad Copy that Converts Your Ideal Audience

Want to create copy that converts for your Facebook ads? That's what we're diving into today.

In this installment of online confidential, I’m taking you behind the scenes of Secret Ad Manager Business. In the previous installments of Online Confidential, we've looked at ways that we can improve the performance of our ads and get our audience to convert. So we've looked at the creative, that image or video that we've got in our ad. Is it scroll stopping and making people stop in the newsfeed and have a look? Then the next section they're going to look at is the headline. We looked at creating headlines with hooks. Then we looked at the messaging. Is the messaging coming out through our ads? Is it brilliant Is it speaking to our ideal audience?

Now we're going to be looking at the way that we present that message with our copywriting. A great way to be able to do that is to be able to follow some templates. As an ad manager, you may not be a copywriter and chances are that you've just come into Facebook ads and you're just putting some ads together for your clients or perhaps your clients are providing the ad copy. Being able to identify what makes good copy and a good flow of ads is going to really help you as you run ads for clients, because otherwise, you might be thinking the ads aren't converting and saying, “It's all my fault! I need to test some more audiences!” Whereas it might actually be that the copy is no good, or their message is no good or their headline or the image isn’t working.

So that's what the previous posts are going to help you to understand and how to dial all of that in. Therefore looking at the data will help in identifying where the bottleneck is. So that it's not just running the same ad, testing all the different audiences, and then ripping your hair out because things just aren't working. It could be the headline that needs revision or it could be the messaging or it could be the copy.

So let's dive in and look at some of the copywriting formulas that are going to help you as you may create some ad copy for your clients, or if the copy is provided to you, you can help to identify if the copy is going to resonate with your ideal audience. And if the clicks aren't coming, you'll know to maybe look at the copy and see where the issues may be.

So when it comes to copywriting formulas, there are a few different ones. And then you can use them at different points of the funnel: top of the funnel, middle of the funnel, and bottom of the funnel. So let's look at some top-of-funnel ad copy.

PAS formula (Pain, Agitate, Solution)
So we want to identify the pain points of our ideal avatar. We want to then agitate it. We want to twist the knife a bit and illustrate what the problems are if their pain or their problem continues as is. Then present to them a solution, which is typically your product offer or service.

So in my elite ad manager training, I have my elite ad managers go through all these exercises and I refer them to go and look at Amazon reviews or look at client testimonials. Or if the client has done onboarding interviews with their clients, then accessing those interviews so that they can clearly see what the pain points are that people are saying that they have and the agitation that results from the pain points. What's the effect of this problem that they're currently having, and then highlight them even more. So by being able to go and look at your Amazon reviews or client testimonials or client interviews, you are able to capture the exact words that they're saying, which is absolutely golden. You don't have to try and think it up. You don't have to go, gee, I wonder how they're feeling about this. It’s likely that it's already there.

So use that in your ad copy, and it will resonate and speak volumes to the potential clients that are going through the newsfeed and they see it and they go, wow, that's actually talking to me. That’s when you want to present the solution, which is your product offer or service. So it may be how this master class is going to give you three keys to help solve X, Y, Z.

BAB formula (Before, After, Bridge)
How is the ideal client feeling before when people have gone through and watch the master class, or actually gone through and done your training or paid program? How were they feeling before now, after going through the training, after they've done your program, how are they feeling now? What's the effect? And then how was your program, product, or service offer? How was it the bridge to help them get there? So that's the before, after, and bridge,

This formula can be used at multiple points in the funnel. It can be used top of the funnel. It can be used middle of the funnel, and it can be used very effectively at the bottom of the funnel when people have gone through it. This is also a great formula to use for testimonials. So if you've ever got a client that you're wanting a testimonial for based on your ad services, or you say to your clients we need some testimonials this is a great framework of before, after it and bridge how their clients were before working with them, what their life is like now (after), and how working with them was the bridge to be able to get them from where they were to where they are now.

How to run facebook ads for clients

SLAP formula (Stop, Look, Act, Purchase)
Now this is a great one to use at the bottom of the funnel. This is stop, look, act, and purchase. It's short, sharp, and precise. And that's why it's typically used at the bottom of the funnel. Or if you have a self-liquidating offer, this can also be used effectively at the top of the funnel because again, we're just getting people straight over to our sales page to come and purchase because it's a low price point and low friction. It's capturing their attention with the first line, having them look and then go through the ad copy that we've got where we want them to take action, and then here is where our call to action or come over to purchase happens.

AIDA formula (Attention, Interest, Desire, Action)
We want to be capturing our audience’s attention and a great way to be able to do this is tapping back over into the headlines that we looked at a couple of posts ago, where we’re creating headlines with brilliant hooks and the formulas that we use there. So capturing their attention could be like: Imagine what it would be like to have 30 new clients for your group coaching program each month. Or imagine what it would be like not having to worry about where your next lead is going to come from. So using the “imagine factor” from your headlines in your ad copy as well can work great particularly at the start of your copy. It is a great way to draw people into the post and read the rest of your ad copy. Then for interest, we want to pique their interest and we want them to start seeing what life may be like when they've resolved these problems. This will help them get tapped into their desires that they're actually wanting. Then comes action. We want them to click and go watch our training or click here to go and learn more. This can be used in multiple points of the funnel. Typically, top of funnel ad copy. It works very well there. It can also be very effective in our middle of the funnel. It would typically be a more condensed version.

For example, if you've had people going to your webinar registration page and they have not opted in, then an AIDA copy would be effective here. It would be retargeting people who visited the landing page and did not opt-in, which could work very effectively with a bit of a different hook than the original ad copy that got them there.

So let’s recap our formulas:
PAS – pain, agitate, solution
BAB – before, after, bridge
SLAP – stop, look, act, purchase
AIDA – attention, interest, desire, action

So there you go! Now you have some frameworks that you can keep in mind if you are creating ad copy for clients, or if you have clients providing ad copy to you. Look and see if these points are being addressed in the ad copy, and if not, try and figure out how they can be added or tweaked to cover these points.

When you have a framework, it's going to make it so much easier for you rather than just feeling like you're throwing spaghetti at the wall and seeing what may stick. Following a framework is going to make things so much easier for you and help you to identify if your ads aren't converting. Is it the copy or is it the audience?

If you'd like to know more about the elite ad manager and the training that we do there to help you become an elite ad manager, head over to eliteadmanager.com and learn more.

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How to Improve Your Ad CTR (Click-Through-Rate)

So people aren't clicking on your ads? It hurts, right? I know, I’ve been there. In the last few weeks, we've looked at the creative aspects of our ads, as well as our headlines with a brilliant hook to capture the attention of our ideal customer and audience. Maybe they are looking and reading the ad, but then they're not clicking that all too important CTR link click that's taking them over to the page that we want them to. This may be happening because the messaging is not on point. In this episode of Online Confidential, we’re focused on our messaging and diving into 5 strategies that you can use when evaluating your ad’s messaging.

Now, our message is a bit different from our copy. The message is the essence of the ad copy. Ask yourself, is it going to actually be resonating and triggering emotional responses with our ideal clients? Those people that we've put the ad out in front of, we've done all that audience research in our targeting, and they should be converting, but they're not. It's that messaging that may be a miss.

So today we're going to look at five things that you can review to help get your messaging in your ad copy on point so that people take that action that you want them to.

#1 Is it too formal?
Is it a bit stiff? Is it a bit rigid? We are on Facebook. We're on social media. This is a fairly casual environment. Yes, you do need to remember to stay on point with your brand, but on social media with our Facebook ads, this is where we can loosen it up a bit. We don't want to have it like they're reading a prospectus about going to college. We can slide down a bit into a more informal conversation. They're on social media and remember this is the platform where they are hanging out to look at what their sister or their friends are getting up to. And they're not using formal language. So be sensitive and be aware of the platform while remembering who your ideal client is and talk to them in a way that's a bit more relational and not so formal.

#2 Is the ad copy too vanilla.
This can be really tricky sometimes, especially when you are talking about business opportunities or ways that people make more money working from home. The kinds of things that we try and maybe skirt around sometimes. Therefore we make things too vanilla, or maybe you're not trying to skirt around anything and just the ad copy is still too vanilla. Now ways that we can make it a bit un-vanilla is when we really dig into a few points when you know your ideal avatar. One of the ways that I recommend my elite ad managers do some research to dig into avatars is to go and look at Amazon and go and look at book reviews or look at YouTube channels and see what people are saying in the comments. Look at those exact words that the ideal client is saying and use that in the ad copy. When you do that also dig in a bit further and amplify things a bit more. If there are particular pain points, look at twisting the knife. What does it actually mean to not be able to make ends meet? When you are only just scraping by and you're paying the bills each week. Maybe you're not able to get on that holiday or spend some time on the beach, and that's just not going to be possible. The best you can do is to just drive two hours into state and stay at a hotel there as your holiday. And what's that going to mean? The family memories that aren't going to be created, the experiences, or the the pina colada. Twist the knife, amplify things, and highlight even more what the benefits are, what their dreams are, what their goals are, and the impact that can be made when they achieve those dreams and goals.

#3 Posting too much jargon.
A lot of us can be caught up in the curse of the expert where we say, so this is what we do and what we solve, and what we fix. But it's all wrapped up in this jargon that we are using. For example, the ideal client, typically, isn't say, “Oh, I need to sort out my mindset.” They might be thinking, why do I always do this? But they're not using that word mindset. You have to change your mindset, shift your mindset, but they're still thinking about why they're doing what they do every day or the actions that they take, or why do they always find themselves in this particular situation? So remove the jargon from your ad copy and put it back into relatable terms. Go to Amazon, look at the reviews, see what people are actually saying and it will help you remove the jargon.

How to run facebook ads for clients

#4 Look at me!
Where we're talking about ourselves too often, all the people that I have helped, how I've been able to quit working the nine to five job, and how I now live on the beach and work remotely. And blah-blah-blah all of that stuff. That's about me, me, me. So we want to make sure that we keep it about our ideal client. You can evidence that by mentioning people that you have helped, like how Jackie has been able to quit her corporate job. And now she's working from home being able to enjoy a work-life balance, being able to be at home when the kids come home from school and being able to have holidays whenever she likes because she doesn't have to put in for a request from the boss. So taking it off of us, ourselves, our accomplishments, and shining the light on others around us sharing stories of those that we've been able to help and how these lives have been changed and how they're so similar. Those same benefits that your other ideal clients are also wanting to achieve.

#5 Say more with less
Look at the copy that you have written, and then look at how you can take out extra words. How can you condense things down so that it packs more of a punch with fewer words? Remember, more words don’t mean more impact. Think and ask yourself, how can I shuffle this around so that it's more precise, more concise, and achieves all the goals of having less waffle, less jargon, less about me, and being able to really speak to your ideal client.

When doing all of these things, you will see that you will naturally make ad copy more effective. You'll be reducing the jargon and you'll be reducing the waffle. What you have left is a message that is really going to resonate with your ideal audience. It's going to speak to them exactly and they’ll be saying, “Oh my gosh, you’re in my head. That's exactly where I'm at now and exactly what I'm wanting to achieve.”

Then they're going to click on that ad and head over to the landing page. Again, make sure that the landing page is congruent with your ad so that if your ad has that great click-through rate, meaning it's 1% or more, it's resonating with your ideal audience. You can see then if people get over to the landing page and then they're not converting as they should be, you go, well, the ad is doing its job. Let's line up the landing page to be congruent with the ad and see if we get those conversion rates increasing.

I hope you found this beneficial, go in and have a look at the copy that you've got running now and see how you can apply those five tips to the ad copy to improve your click-through rates on your ads.

If you'd like to know more about being an in-demand ad manager, head over and grab the ad manager guide at admanagerguide.com and discover the steps to becoming an in-demand ad manager and how I was able to do it. Go from $12 an hour to making seven figures, running ads for clients.

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Does your ad headline have a hook?

Does your ad headline have a hook or is it ho-hum?

So many ad managers end up also being copywriters, while a lot of us aren't trained to be copywriters, we just seem to slip into it. Therefore, knowing how to create some great copy, some headlines, particularly those that have great hooks, is essential to the performance of our ad campaigns.

Now, even if you are not writing them, and a copywriter or your client provides copy to you, you can have a great eye to see if you think it's going to convert or not. And as we always do, we test it with our ads and we get the data in. This will also help signal that if the click-through rates are a bit low, you might try a different headline.

So here are some examples because headlines are the second thing that people are going to see when they see your ad. The first thing we spoke about in our previous episode is the creative/image that as they're scrolling through, stops them in their newsfeed. Then they're going to look at the headline. Let's look at those hooks that we can use to create some awesome headlines.

The first thing we can do is use numbers, pretty simple, right? When we're using numbers, it gives our ideal audience a clear, defined goal that it's not going to be some big airy wishy-washy information and now they know that there is going to be like three keys to XYZ or three key ingredients to make an excellent pizza. So using numbers is a very effective way to create a hook in your ads.

Number two, we want to create a sense of urgency. We want people to take action now. This could be just as simple as sale ending soon or doors closing soon. Create that sense of urgency that your audience goes, okay, I'm ready to go and check it out.

Number three is to be clear about your offer. Oftentimes we can get caught up in all the words and everything that's going on. We want to refine it back and just be nice and clear. So an example of this could be a kid's gut health checklist, which is nice and simple. You’re talking to the ideal avatar parent who might be concerned about their child’s health or wellbeing. It's a gut health checklist, right? They know exactly what they're getting in for.

Number four is to ask questions because people love to be asked questions. Use that in your headlines, for example, dreaming of a perfect holiday? There's a number of ways that you can create some hooks in your headlines.

How to run facebook ads for clients

Now let's dive even deeper when we're creating our headlines. We want to make sure that they're congruent with the rest of our ad copy, as well as the page that we are sending the traffic to, because we don't want people to look at the hook, start reading the ad and then get disinterested, or we don't want them to click the link on our ad, go over to our landing page, registration page, sales page, and then not convert and make our numbers drop. We want to make sure that things are congruent between our ad and the copy and our ad and our pages that we're sending the traffic to. And so as we do that, here's a number of ways that again, you can speak even more clearly to your ideal audience with that hook.

Number one, make it brilliant. We all want to make it brilliant. Isn't that our goal? Isn't that what we're setting out to achieve? Sometimes it gets lost, and sometimes as I mentioned, we're getting so caught up in all the words that are going on that we just forget to say more with fewer words. So an example, we cut your tax bill in half. It’s a nice, clear, and precise message. It's brilliant. Instead of waffling on about various other things, remember what the ideal outcome is, what your audience wants.

Number two is put in unexpected wording, for example, the hippie HR manager. It's going to capture people's attention, pique their curiosity, and make them want to read more.

Number three is to tie in some emotional appeal because emotions really stir people to take action. So an example here could be, make dinner time enjoyable. This will speak to a lot of people at various points of where they may be with relationships. For example, it might be a parent who has little kids and their dinner times are not so enjoyable. Been there done that. Or it could be two older people who are sitting at the dinner table. Things are all quiet and it's not quite so enjoyable. They want to get some conversation going and make things enjoyable.

Number four is to emphasize a deal. This is as simple as sale now for 50% off. It's not creating the urgency that we mentioned previously, but it's saying what's happening now.

Number five is to present your USP. For example, the only vegan makeup for mature skin, nice and clear, right? It's saying exactly what your USP, that unique service proposition is and it's calling out your ideal audience.

Here's another interesting fact, which is that some of the best headlines are only five words long. Our Facebook ads are limited because things get cut off, especially on mobile devices and we really don't have that much room, so aim for five words. You can even do a test for that and see how it compares with headlines that are a bit longer.

When it comes to creating our headlines with all those points that I've mentioned previously, a great way to be able to bring things in and stay focused is to use some formulas for these headlines. So let's just have a look at some of these different formulas that you can keep in mind so that you can create some headlines with great hooks.

Number one is the steps to a result. As mentioned earlier again, having a number in there, so this could be three steps to glowing skin.

Formula number two is reasons. For example, four reasons why your bread is too chewy.

Number three is imagination. Imagine making six figures per year. That's another simple headline and what is it that you're ideal customer wants? Figure out what they want and then prompt them to think about it.

Number four is talking about urgency. An example here is, increase conversion rates now. Get whiter teeth now, or get curly hair now or whatever it is that your ideal client is wanting. What is it that they can get now? If they're getting a guide/PDF or an opt-in, what benefit is that opt-in going to bring to them now.

Number five is how to. Here we could say how to sleep better or how to improve your relationships or how to get your cat to eat raw meat. That's another way that you can, again, pique that curiosity. So those are five formulas that you can be using to create headlines with great hooks. To recap they are: steps, reason, imagination, urgency, and how to.

Copywriting is a lot like flexing and building a muscle. It may be a bit stiff and it may not be so easy flowing initially, but the more you do it, the more you're going to understand it. What I get my elite ad manager students to do in one of our exams is to do the fat 50 brain dump. I encourage you to do that as you're writing headlines or you’re just even practicing. I know it can hurt, but it's such a great exercise because it's going to really expand what you may just be thinking of. You might only initially think of a couple of things, but by going through all those previous points of using numbers, creating the urgency, being clear about the offer, asking questions, considering how to make it brilliant, putting in an unexpected word, tying in emotional appeal, emphasizing a sale or order, promoting the USP, all of these things combined with those formulas that I just mentioned the steps to the reasons imagination, urgency, and how to.

Go and write 50 and you will be amazed at the variation of headlines that can come up with. You'll be amazed at the headlines that may just come out of you and be very snappy. Remember to try and keep it short, remember aiming for a five-word headline.

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HELP! My ads aren’t converting!

My ads aren't converting!

That's something I hear a lot from ad managers, and that's what we're going to be talking about today. So previously, we also looked at what to do if your ads aren't converting, but identifying the bottlenecks along the way, not just looking at your ad manager and those ad metrics, but also steps of the funnel that could actually be the problem and not your ads.

But we have to also look at the ads being the problem. If you looked at your metrics and you go, yeah, that click-through rates only like a 0.3, what do we do then? Well, there are four areas that we would typically be looking at without ad copy and creative. So that's what we're going to be looking at over the next few weeks. Today, we're going to be looking at one of those.

So what's coming up when ads don't work, there are those four areas that I like to look at first of all, and be adjusting. And that is the creative, the images that are used in our ads, because that's what people see number one. Number two is the headline, that's under the image and that's what they're going to look at next. Number three, we go up to our ad copy and what's that first line. And then the rest of the copy and number four, the overall messaging of the ad.

So today we're looking at that creative, the image that is in our ad, what we're using and how it can be effective to be able to get those click-through rates from like 0.3 up to 1%. So you don't need to be a graphic designer these days to create amazing creatives for ads. Now you may have a client that provides the creative.

That's fantastic! Bring that on all day long, but it doesn't mean it's going to convert. You still need to do some testing with some other creative. Maybe they can provide video. That is awesome as well. Now, when we're running our ads to our top of funnel audiences that is cold traffic, bringing them into our world, they don't always care less about your client, how they look or anything about them, what they care about is the problem that they're having and finding a solution for it.

So while your client may provide all these images and videos of them, definitely test creative that does not have your client in it and see how that performs. Now that could be a stock photo. I know stock photos used to get poo-pooed along quite a bit, and yes, there are some that don't work, but it is always worth testing. It may cause what we call a pattern interrupt. So especially if you've got something that's, you know, like a red and black zipper, for example, in the image that can be causing a pattern, interrupt and get people to stop and pay attention to the ad.

Also what can work very well on native images. So that is where it could just be, it could be your client, that's taken a selfie and it just looks native in the newsfeed. It doesn't look like an ad. So therefore people are scrolling through and they'll stop and look at it because they think it may be somebody that they know because it looks native.

It just looks like it blends in. So what does Sherlock Holmes say? It's so overt. It's covert. So just blending into the newsfeed can just help your ad to stand out. So that's what I call a native image. Now that could be just a selfie or it could be a native looking video.

So not a heavily produced video just something that they have done, you know, they could be walking around, they could be sitting down, but it looks native and organic in the newsfeed. That's one type of creative that I always use. And they're ones that we typically do see work very well.

When I have students that would be saying their ads aren't converting and we have a look and they've got those images that have been graphically designed. Like, you know, here's their client looking all amazing, you know a photo shoot. And then there's some wording on there as well. And they've got a low click-through, right? We'll say, put in a native image and see how that works. And more often than not that native image will perform really well. So that's definitely worth testing like I just mentioned, your clients had a photo shoot and it's gone up to the graphic designer. They've put words on there, opt in now, free lesson, whatever it is, try them as is just like that with the wording and such on it.

But then also get a copy of where there is no wording on it. So it just may be your client with that photo shoot, test that and see how that performs against one that has wording on it because Facebook has taken away that 20% copy rule on our images but still tend to see that ones that don't have wording on it work better than ones that do.
How to run facebook ads for clients

So test that as well. So the third one I like to test is a video. So like I said earlier, we have videos that it could just be a selfie, but then they also could test something that's a bit more polished or produced looking a bit more like this isn't quite so selfie oriented, but another video that could be just a quick introduction.

If it's going for a webinar, just like a 3 second or 15 second video, even that would be saying, Hey, I'm doing this free training. You're going to learn how to XYZ so that you don't need to worry about X.YZ anymore? Click the link. I'd love you to join me. Short, sharp, and sweet so test that.

But then also test a bit of a longer version, maybe a one minute one. So there's a few different kinds of creative. So we've got our native images, selfie looking just very organic in the newsfeed, do that as an image. And as a video, then we've got our graphic designed ones where your clients had a photo shoot, test that with the wording on it, test it without wording on it. And then just also videos. So we've got the organic ones, like I mentioned earlier, but then also if they do have ones that do look a bit more produced where they are sort of sitting there and you know and looking studioish, but test those as well. So there's also the different sizes.

So whether to try horizontal ones, whether to try more square images, of course, for Instagram, you can have like a stories size. So you've got your various different sizes as well. Also when it comes to creative, if you're creating them, you can play around in canva. And there are a lot of great pre formatted templates that you could use GIFS as well.

So you could pull in a photo into a GIF template there in canva and download it. Therefore that's like a little movie file. So it can go for three seconds, 10 seconds, whatever it may be. But the added bonus with that is that you can create a video view audience of that GIF and be re targeting that audience.

So that's another option is creating the GIF in Canva, super easy to do. I've got one where I've actually created it and it's a rectangular, it's a portrait shape and I've got a mobile phone in there and that's just from canva. I just winged this one together, myself. It's a mobile phone. And from my phone, I recorded my screen of a landing page.

And so I was scrolling through the landing page on my phone and the screen capture grabbed it. I was able to upload that to Canva. And then I put that video into their phone image. The phone element as they call it there in Canva, super easy to do not tech at all. And so that little GIF when the ad goes and people are scrolling through the video on the phone of the sales page is scrolling through.

So it's capturing the eye. So that's something else that you can test. You can do that with a computer, a desktop. And record the screen from a desktop and come over, upload that to canva, pop that into the picture of the iMac or whatever it is, the PC, and then be able to download that as a GIF.

So a lot of options that you can then do to be able to catch people's eye with that creative section so that they will stop and then continue on to look at the headline, the copy, and all the rest of it, and then decide to click. So next week, we're going to be looking at the headline and how you can revamp a headline and how that can drastically increase your click-through rate and some formulas for creating headlines that have hooks.

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Help my ads aren’t converting! Is it a bottleneck?

Help my ads aren't converting!

That's a call-out I hear a lot in my ad manager communities and many ad managers have ripped out their hair thinking that their ads aren't converting were in fact, the ads were doing the job that they were meant to do, but it was another part of the process where things were falling down, causing a bottleneck. And so people weren't converting. So being able to identify where those bottlenecks are is such an important thing. When you're running ads doing paid traffic to a website or going for conversions, you need to be able to measure the metrics that matter.

Being an ads manager, we're going to be looking at our ad performance to see if that is the bottleneck? So one of the first places I like to look is the CPM. Now people may think the CPM may be a bit of an arbitrary metric, but it really is so important. And it underpins everything with your ad campaigns.

You're very likely to be having a high cost per click and a high conversion cost, a lower CPM. Then you're likely to have a lower cost per click and a lower conversion cost. So looking at those CPMs and they can greatly be affected by the audiences that you're targeting as well as the ad copy and creative that if Facebook is finding from the data it's getting back, people aren't engaging with it, it might give you a high CPM to try and stall those ads so that they don't feed out because they want people to have a good user experience. So by stalling your ads, it's getting to less people and it's keeping more people happy. So looking at the CPM.

Two, I then go and look at the CTR link, the click-through rate for our link clicks. And that's when people are clicking on your ad to go off of Facebook and go over to that landing page that you're sending them to. Now our CTR links, we want that to be around 1% or more. That is then showing us that people are finding this ad interesting and engaging. And they want to know more under a 1% CTR is kind of showing us that people aren't quite so interested..7 still might be okay. If other data points all line up .5 is getting a bit low. Again, it depends on your overall metrics. And if things are still hitting key KPIs, key performance indicators with a low click-through rate, but it's a good sign that you do need to work on your ad.
How to Run Facebook Ads for clients
And then in your ad would be working on the copy, the creative, that image that's in the ad, the headline. So you would be continually working on that ad to see if you can improve that click-through rate to get it up to that 1%. So say we are getting a 1% click-through rate? We then go, awesome. People are clicking on it. They're finding the ad engaging. Great.

Then look at the link clicks. So for that 1% click-through-rate, let's just say that equals 100 link clicks are a really important column to be pulling into your ads manager reporting is your landing page views. That way you can see if there is a big drop-off between people clicking on the link and going to a landing page. If you've had a hundred people click on the link and only 50 people turn up on the landing page, you've got a big problem with your landing page, load time, or some other user experience that people aren't waiting for that landing page to load. So you would be getting back in touch with the client and saying, Hey, I've noticed there is a big drop off between the link clicks and people actually landing on the page. So you'll need to get your web developer to look at it.

It could be something like images on the page are too big. And so it's taking it too long to load. Maybe there's redirects going on, who knows, but that's something that would need to be looked at by them and their team, but you can identify it in ads manager. So again, you can see that, okay, my ads are doing the job.People are clicking. People are getting to the page or not getting to the page and passing that information onto your client. So your CPMs are good. Got a good click through rate? Looking at the cost per click as well. That's going to be affected by your CPM and your click-through.

As to what that may be, if that cost per click is too high, you'll need to do some work to get that CPM down or get that cost per that click-through rate up high. So there are three metrics that I'll look at there in ads manager or four, rather CPMs, the CTR links, the link clicks the landing page views, and also a quick look at that cost per click, because that's going to greatly affect your pricing. So all those things are good. And in order, that means people are looking at your ad. They are clicking on the ad to learn more. They're getting over to the landing page, but then what's happening. Are they not converting? So have a look at the landing page and that may well be the issue.

It could be the headline on the landing page. Is it not congruent with the headline in the ad? Is it not congruent with the messaging that's in the ad? What's called an ad scent. People see the ad. They like it. They engage with, they click on it. They go over to the landing page and that should be congruent with everything that was on the ad.

Otherwise they click on it and they end up over on this other page and there's a disconnect. So they're not opting in. So have a look for a few key things like that. Headline is in sync. The imagery is in sync and messaging is all in sync with the ad copy. Sometimes there could just be too much on the page, especially if it's just getting people to opt in for a lead magnet or even opt in for a webinar, for example. And so I find a great headline, a couple of bullet points saying these are the benefits that you're going to achieve by watching this webinar. Like here's this benefit so that you can avoid this pain point that they're currently facing.

So where are they at now? Where do they want to be? And how's this webinar going to help them to bridge that gap? That's a few bullet points that I would have there for a webinar funnel. For example, possibly a testimonial from someone who has watched the webinar, not a testimonial of the product, because that's not what we're selling at this stage.

We're selling that click that opt in. We want people to opt in. So we're selling this first step. So a testimonial of someone and what they've got out of watching the webinar or by downloading the lead magnet is a great thing to have on that page as well. So keeping it simple, remember your avatar and who you're talking to and making sure that that's all lining up with the ad copy and the user experience.

And the buttons, making sure they're all working. If you're not getting, opt-ins make sure you go and check the landing page. It might've been set up. It might've been working previously, but things happen right? Things break. So make sure you head over regularly. If you're seeing a discrepancy or dropping numbers, head over and check out the page, maybe it's not loading correctly. Maybe it's redirecting. Maybe there's something wonky on it. Maybe the buttons aren't even working, the buttons may be working on desktop, but not on mobile. And a huge part of your traffic is coming via mobile these days. So make sure that everything is in sync on the page, that everything is all working.

So therefore you may well discover that is actually the reason why people aren't converting. They've said yes. And they've been converting on all those micro steps in that first part of your funnel with the ads. But then they've got to the page and they haven't been able to continue or didn't want to continue. So that's where you can identify where the issues may be, not your ads at all. It could well be the landing page and then going on from that, if you've got webinar funnels, for example, lots more pieces to play in. There are people watching the webinar. What's the webinar statistics telling you are people dropping out like at the eight minute Mark, what is happening at the eight minute Mark? How many people are staying on to see the pitch?

Are they clicking the link from the pitch to the sales page or the application page? If it's to book a call, if not, why not? What's not compelling at the end of the webinar in that pitch that is getting people to come over and click. Are you getting traffic to the calendar page? Yes. Great. Then look at what's happening on the land, our calendar page. Are there any testimonials there, what's the real incentive to get them to book? So there's lots of pieces of a puzzle, especially a webinar puzzle. Also the emails, emails are so important. What's the open rate? What's the click through rate? What's the sales right from the email campaigns?

So all of those pieces go in to seeing if the funnel is working, but for you as an ad manager, why aren't my ads converting, go back, look at this initial data and see your ads working with those metrics of like, the click-through rate, the landing page views, et cetera. And then knowing the data through the whole funnel, we're really going to help to identify where the bottlenecks are.

And that's what your client's going to need to work with you and provide that information and dig in because it is their business. They need to know these numbers and metrics. And maybe you're just the one that's got to prompt them to be diving in and looking at them regularly and being very familiar with them.

So hope you found that valuable. If you need support running Facebook ads for info products or coaching niche, then I invite you to head over and check out my inner circle. It's an amazing community of ad managers and coaches who are in this niche, in the trenches. And this is the niche that we specialize in. So head over to Jodymilward.com/inner circle. And I would love to be able to support you as we're doing Facebook ads and changing the world for our clients and their clients look forward to seeing you next time.

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