Jody

Apple VS Facebook and what that means for our Facebook Ads

Apple VS Facebook and what that means for our Facebook Ads

“Apple has announced changes with iOS 14 that impact how we receive and process
conversion events from tools like the Facebook pixel. Once these changes take effect,
we will request permission through Apple's AppTrackingTransparency framework to
track conversion events occurring on iOS 14 devices. We’re providing guidance on how
to prepare for the changes which are expected to be introduced with an update to
iOS 14 in early 2021.”
https://www.facebook.com/business/news/preparing-our-partners-for-ios-14-launch

App users will be prompted to Allow tracking or opt out of Tracking.
Examples of tracking include, but are not limited to:
● Displaying targeted advertisements in your app based on user data collected
from apps and websites owned by other companies.
● Sharing device location data or email lists with a data broker.
● Sharing a list of emails, advertising IDs, or other IDs with a third-party
advertising network that uses that information to retarget those users in
other developers’ apps or to find similar users.
● Placing a third-party SDK in your app that combines user data from your app
with user data from other developers’ apps to target advertising or measure
advertising efficiency, even if you don’t use the SDK for these purposes. For
example, using an analytics SDK that repurposes the data it collects from your app to enable targeted advertising in other developers’ apps.

https://developer.apple.com/app-store/app-privacy-details/

What this means
● Typically approx 90% of Facebook Ad traffic is sent to mobile Newsfeed is selected.
● Actions taken on Apps (iphones, ipads) will be effected
● Traffic sent to Browsers is not effected by the iOS14 update (but there are other issues here)

What this means
● Typically approx. 90% of Ad traffic is sent to mobile.
● Actions taken on Apps (iphones, ipads) will be effected
● Traffic sent to Browsers is not effected by the iOS14 update (but there are other issues here)

What this means for your tracking
● Purchase events on mobile going through a Payment processor app may not be tracked.
● Initiate Checkout actions may not be tracked if

What this means for your targeting
● Facebook will not be capturing as much data so this will effect the algorithm
● Purchase data – when optimizing for Purchases
● Ad Placements on Audience Network
Creating Lookalike Audiences

How Apple’s iOS 14 Release May Affect Your Ads
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimize, target, and report on web conversion events from any of our business tools will be affected.

Delayed reporting: Real-time reporting will not be supported, and data may be delayed up to 3 days.

No support for breakdowns: For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement will not be supported.

Changes to account attribution window settings: the attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. This ad set level attribution setting ensures that the conversions measured are the same ones used to inform campaign optimization. Additionally, the default for all new or active ad campaigns (other than iOS 14 app install campaigns) will be set at a 7-day click attribution window.
https://www.facebook.com/business/help/331612538028890

1. Domain Name Verification
Complete domain verification. We recommend that you verify your website domain. All businesses should verify their domain as a best practice. However, it’s important to prioritize verifying your domains if your domains have multiple businesses or personal ad accounts that own pixels. Please note that domain verification is not a new process and businesses can complete it from their Business Manager.”

https://www.facebook.com/business/help/245311299870862
https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain

Step 1
Business Settings
Brand Safety > Domains
After you add your url and click add you may need to refresh your screen to
show it’s been added

Step 2 confirm ownership of domain
DNS
Add a DNS TXT record to your domain host to prove that you own the domain.
HTML
Upload an HTML verification file to your website
Meta Tag Verification
Upload an HTML verification file to your website

Step 3
Come back to Events Manager and click Verify

1. Domain Name Verification
Setting up with Meta-tag Verification

1. Domain Name Verification
Wordpress – pixel my site
Pixel My Site > Header and Footer
Or
Settings > Header

1. Domain Name Verification
Come back to Events Manager and click your URL link and page should be verified.
If you need to check go to your site and View Page Source (right click on Mac)

2. Conversions API
Conversions API (CAPI) formerly Server Side API (SSAPI) installs code on a website so that you can create custom events that are then sent from the site’s server to Facebook and capture the attribution. With the current Facebook Pixel set up, tracking can be prevented by browser (like iOS and Firefox) and ad blockers.

By setting up CAPI it allows data to be still be passed from the server side (as opposed to the current browser side). So setting this up is essential and sooner rather than later. However, while ad blockers (and browsers) block cookie data from being passed on the browser side, they do not have a way of blocking the data that is passed on the server side. So it will only become more valuable in time to be passing this data from your server.

“If your website runs on one of our partner platforms, you can easily set up your pixel and/or Conversions API in Events Manager. Using a partner integration is quick, easy and requires no editing to your website’s code.” Setting up CAPI on your website
https://www.facebook.com/business/help/260370078559247

Events Manager >> Settings
Wordpress
Follow the steps or if you have Pixel My site copy and past API code (don’t need to upload plugin)

WordPress
Follow the steps or if you have Pixel My site copy and past API code (don’t need to upload plugin)

If your platform is not listed you maybe able to select Zapier to connect
https://www.prod.facebook.com/business/help/571704773472628
In Zapier select FACEBOOK CONVERSIONS
Follow the prompts for the Platform you are integrating with Zapier.

3. Conversion Events
“Plan to operate with 8 conversion events per domain. You’ll be restricted to configuring up to 8 unique conversion events per website domain, and ad sets optimizing for a conversion event that’s no longer available will be paused when Facebook implements Apple’s AppTrackingTransparency framework.

Businesses that use more than 8 conversion events per domain for optimization or reporting should create an action plan for how to operate with 8 events maximum.”

“Initial configuration and how to change it. Facebook will initially configure the conversion events we believe are the most relevant to your business based on your activity. All other events will be made inactive for campaign optimization and reporting. You can edit your conversion event selection in Facebook Events Manager when Facebook implements Apple’s AppTrackingTransparency framework.

We recommend that you identify the 8 conversion events most important to critical business outcomes and assess if changes need to be made to your campaign or measurement strategy. You may need to consider if you’ll be required to optimize for upper funnel objectives like landing page views and link clicks. When you create your ad set you’ll choose only one of the 8 designated conversion events to optimize for.”

Subdomains
So for the 8 events under one verified domain this would include the subdomains as well, it wouldn't consider the subdomains as different domains just because there is extra URL.

What to do now
Since we do not know which Events FB will deem most are the most relevant to our business, or if Custom Conversions will be available ensure you are mapping Custom Conversions to a Standard event and where possible use Standard Events.

What can we do?
● Advise Clients of updates and get them to Verify their Domain and set up Conversions API
● Keep people on Facebook.
● Engagement Campaigns
● Video View Campaigns

Start testing Ad products that keep people on Facebook
● Lead Forms
● Instant Experience

Resources
Apple User Privacy and Data Use
https://developer.apple.com/app-store/user-privacy-and-data-use/

App privacy details on the App Store
https://developer.apple.com/app-store/app-privacy-details/

Facebook Preparing Our Partners for iOS 14
https://www.facebook.com/business/news/preparing-our-partners-for-ios-14-launch

Facebook How Apple’s iOS 14 Release May Affect Your Ads
https://www.facebook.com/business/help/331612538028890

Facebook When to Use Domain Verification to Verify Your Business
https://www.facebook.com/business/help/245311299870862

Facebook Verifying your Domain
https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain

Facebook Conversions API
https://www.facebook.com/business/help/260370078559247

Facebook CAPI Partner Intergrations
https://www.facebook.com/events_manager2/partner_integrations?act=1201529116530908

Facebook Connecting your API to Zapier
https://www.prod.facebook.com/business/help/571704773472628

For More Facebook Marketing Strategies for Coaches and Course Creators head to:
JodyMilward.com
Facebook @JodyMilward
Clubhouse @JodyMilward
Instagram @JodyMilward
Free Facebook Group Ad Manager Adventures https://www.facebook.com/groups/admanageradventures
Download The Quick Start Guide To Becoming In Demand Ad Manager https://jodymilward.com/guide

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What do you do if you have a potential client who may not be quite ready for Facebook ads?

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What do you do If you have a potential client who may not be quite ready for Facebook ads?

So you have a great potential client and they've reached out to you and they're wanting to know how to run Facebook ads or how you can run their Facebook ads for them.

In a previous post I shared strategies that I like to use to look under the hood and determine if someone is going to be a great fit for our Facebook ad services. That's either via strategy session if they haven't run any ads before or doing an audit, if they have run Facebook ads. So either of those ways you get a good insight of their business, what assets they have in place and where they're at, whether they should, or shouldn't even be running Facebook ads at this stage.

I know a lot of people who have run Facebook ads and they haven't been entirely ready. They've just banged some stuff up and they haven't had pixels installed. They have just been sending people to whatever random pages and it's been like a bit of a hot mess.
But if you've used either of those strategies and you've gone in and you've looked at the assets that they have in place, then you need to be honest and give that potential client clear expectations of what you have seen and what results they may expect with their existing setup.

For example, in my elite ad manager program, we recently had a member who had a potential client and they didn't have the assets set up that you really need to run Facebook ads and didn’t even have the pixel installed.

You need to be able to track conversions on the thank you page so that when you're running ads for lead gen, you can tell Facebook, go out and find people who are likely to opt in. And if you don't have that pixel tracking in place, you can't run the correct objectives and Facebook can't optimize correctly for you.

So there's a few things that are not quite ideal in this situation. So what do you do when things like that happen? Well, don't sugar coat things. Give those real expectations that as you've discovered with the potential clients funnel, that here's an issue, here's an issue and here's an issue. And these really need to be resolved before we run Facebook ads.
How to Run Facebook Ads for clients

Because if they're not resolved, then we cannot do X, Y, and Z. And therefore your ad spend will not be as efficient as it should be. We will not be able to attract conversions and we will not be able to XYZ. So you need to lay that out very clearly. One so that your client is properly informed.
They're not Facebook ad specialists. They don't know the ins and outs like you do. So they need to be properly informed of the consequences of their existing tech setup. And also it's protecting you that if you do take them on board as a client, that you have exactly laid out that you haven't given any false promises, guarantees, or yeah we'll be able to get a hundred leads.

So if you do identify situations like this, where it's like, yeah, they're using a third party software, we can't put the pixel on it. So we can't track our conversions. You need to lay that all out. If the client were to say, yep, that's fine. Look, I'm happy to give it a go anyway, let's just see what we can do. Then you have two choices. One, you could either walk away. You could say, well, okay, that's great but unfortunately, I wouldn't be the best fit for you because it's essential to me that I get results for my clients. And therefore I need to be able to track and optimize your Facebook ad campaigns.

So walk away. There's no harm in doing that. And chances are, when you say no to something, something better comes along or option two is you can do it as a bit of a test if you are needing experience, if you are wanting to launch campaigns and such, you could just do this, but what you need to be very clear on then is that the client is a hundred percent informed of like, here's where we're going to have issues because we cannot do X, Y, and Z. So don't just leave that on a proposal or on a zoom call or on a telephone call, make sure if they are coming on board, that it is in your agreement that you would say, the client has been advised that with their current funnel setup, we cannot do this sort of tracking. We cannot do this. We cannot optimize our Facebook ad campaigns, which may result in inefficient ad spend, you know, lowly generation and XYZ. So it is all there in black and white in that agreement that they sign.

So that if in a month's time, everything seems to have gone over their head. They forgot you telling them this is what's going to happen. And they say, we're not getting any leads, what's happening. You can say, as it's noted in our agreement, the issues that were presented to you back when we started X, Y, and Z. And then once they actually see it for themselves and they go, Oh, okay. So, you know, this is what this all actually means.

Then they may say, okay, well how much for a landing page or okay do a landing page for me. And that's when you would say great I'd be happy to. I'll just get a price for you. That's not included in your services and is an additional fee.So make sure that if things aren't all set up properly and they still want to carry on anyway, you've protected yourself. It's all there in black and white. And therefore, if they decide that they do need to have that funnel, as you have advised them in the past that you charge accordingly for it.

So, that's a couple of things if they're not ready and if they're particularly wanting to get people off Facebook and be generating their leads. Now there are times where a potential client may not have website assets in place. But you can still run ads for them by running some engagement and video view campaigns directly on Facebook. It's what I share in my $10 a day client attraction code.
And that is where you are building up an audience, you're doing targeting, you're drawing in their potential ideal clients, and you're nurturing them. And you're creating a bit of a buzz around content pieces that you're then retargeting to that audience.

Now through that they can have people reaching out to them via messenger. They could be putting up the links that could be to their Facebook page for more information and various other things like that. So they can still be generating leads and sales by starting conversations with people who are engaging with them directly by a messenger.

I wouldn't have just Facebook as your one and only strategy. We want to ideally get people off Facebook over onto their CRM, over onto their email list, where they can communicate with them at any time so that if Facebook shuts down their page or shuts down their ad account, they can still contact them via email.

But, if they've already got that in place, then audience building on Facebook is a great way to combine with it. If they're building those assets, if they're getting them in place, you can start running ads for them by running those engagement campaigns and doing audience building. So then when the assets are ready, they've got that lead magnet or that webinar or whatever it is that they want to send people to.

You can be retargeting that audience and start directing them over to that lead magnet, opt in or their offer. The most essential thing that they're going to need beyond website assets and such is a product, offer or service that people want, and that people have already been buying. So they've been making organic sales just by being in Facebook groups or talking to people or via their networks, they need to have a product, offer or service that has been selling so that you have the best chances of being able to help them to promote it.

If they are just starting up, then that's a whole different kettle of fish where they need to really be investing in data to see if their product, offer or service is going to be selling. So if they do have something that has been selling initially already, then yes, you can support them with Facebook ads, either audience building, lead gen or if they don't have funnels in place, then they'll probably learn pretty quick that we'll need to get funnels in place, but you need to set those clear, honest expectations of where there may be limitations and issues because of this existing setup and make sure that's clear in writing.

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Communication Tools to use with Your Clients as An In Demand Ad Manager

It's 10 o'clock at night, you get a ding on your phone or messenger, and it's a client. How do you avoid that as an ad manager when ads are running 24 seven?

So you've got clients on board, except your communication with them is typically via emails or Facebook messenger. That's not quite ideal because 1) things get lost very easily in email inboxes, and 2) they get lost even more easily in Facebook messenger inboxes. So how do you communicate with your clients?

Sure, you'll have people who are communicating with you that way initially. But then when they sign up they become a client so then how do you communicate with them? There are two places to be communicating and working on client projects. It's kind of like being in a restaurant. People will be out and be sitting at a table, enjoying the lovely atmosphere, having great service, the waiter is bringing them their food and drinks and just enjoying everything. Everything is running smoothly.

Whereas in the kitchen is where it's all going on. People are busy, things are happening, things always on the move, but it's organized. And there is a system in place where things are happening. Now, the people in the restaurant, they don't need to see what's going on in the kitchen and go, Whoa, okay. There's a bit of a different experience out here than there is at the front. They just want to be well-served and taken care of.

And that's what we want for your clients with your ad management service. There are two different platforms that I recommend for running ads for clients, as well as your communication with clients. So getting them out of emails and out of your messenger inbox, because our messenger inbox is really where we should be talking to friends and family. You'll probably have a few people reach out to you, wanting to know more about your services and maybe you'll get a few proposals from some gentlemen in third world countries, if you're really lucky.

Let's get everything out of those channels where things just get busy and instead placed into dedicated places to communicate with your clients. What I love and recommend to communicate with clients is Slack. I create a unique workspace for each client, so it's just them or their team members and me and my team members in that Slack channel.

We set up different channels for different funnels. If there are things that we're working on, like Black Friday deals, we'll have a channel for Black Friday, we'll have a channel for copywriting approvals and various other things as well. So multiple channels in there to keep everything organized. And when it's your workspace that you have created, you have the ability to create additional channels.

So you create the workspace, you invite your client into your Slack rather than you being added to their Slack workspace. Because if you part ways, your conversations are all still there. Your intellectual property is over in their Slack for who knows who to see. So create your own workspace for your client and invite them over. Now, what that means is in your Slack, you may have like 10 different workspaces and that's fine. It is easy to just jump between them. You'll just get the little notifications and you'll be able to jump between them all and very easily be able to go from one client communication to another, to another to another.

If you have a team or if you just have a VA on board, that is a great space to also be communicating with your team. Even if it is just one person like your VA, you will have your own dedicated workspace for you and your team. So you can talk about your client projects.

For me and my Social Charlie teams Slack, we have the client names set up as channels and that's where we communicate about what's happening for each client. Then that's like a shoulder tap situation. This is where it's like, “Hey, this is going on. Or this is happening.”

When there are actually projects and tasks to be assigned, then you put that over into a project management tool, like Asana or Trello or clickup or basecamp. Over in your project management software, that's where you will be laying out all the tasks that need to be done. So when a client comes on board, there will be a list of all the things that you need to do for onboarding that you can just go through and check off. Then as you're launching ads, you'll have other lists, you'll have various links and things like that. Keep all that in your project management tool, this will keep you on task and organized.

So when a new client has come on board and you need to set up some custom audiences and perhaps you've got a VA helping you with that, or you need to do it yourself, you or your VA can easily find the task there in Asana or your other project management tool that you can go over and then you can check that it's complete.

How to run facebook ads for clients

If you are working with team members, then over in Slack, that's where you would tag them and say, “Hey, there's this task for you in asana” and that's where they will go over to check the task and complete it. Slack is just for communication. It's like a shoulder tap with your team. Asana is where you're doing the more in-depth tasks and things that need to be checked off. In Slack as well, that's where you're communicating with your clients. You're dropping the any links they need in their Slack channel. For example, we have a Google folder for assets, and we'll share that with a client and say, can you drop any assets relevant for this funnel into this folder, so it's all there ready for us to access at any time.

Getting your clients out of your messenger so that you can avoid those 10:00 PM dings when your client has an idea and they just want to share with you, which is fantastic. You do not need to be interrupted at 10:00 PM to be able to do your work effectively. Now, if there are urgent things which can happen with Facebook ads being online 24 seven, that's where you could perhaps have a whatsapp channel, a phone number that is dedicated and that is for urgent matters. Your clients can have a welcome message “This is how we use Slack and for any urgent matters, reach us on WhatsApp. Here's the number.” So that way you've got your Slack notifications turned off outside of work hours, but then there's WhatsApp where people can reach out and catch you there if there's an emergency. So that way you're not having to look at messenger all the time and that it stays reserved for your family and friends as it should be.

And your clients are being very well looked after over there in Slack like sitting in that restaurant, enjoying being served and being taken care of the best that they can be while over you are in the kitchen (Asana/ Trello /clickup) where it's all happening. Things are getting organized, all the work's getting done, and you're just presenting it beautifully to your client.

This is a conversation that I've been having with quite a few ad managers at the moment and something that I teach in my Elite Ad Manager Certification. And I know ad managers, new and existing have found this to be a really great strategy to effectively communicate with their clients and is a better system than just communicating by emails and such.

Get those systems in place for the best way to communicate with your clients. These will help you stay organized and work effectively.

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Why aren’t my ads converting?

My ads aren't converting!

That's something I've heard a lot from ad managers as I've been coaching them over the years. And there's a few things we need to look at to find out why.

So why aren't your ads converting? Well, there's a few things that we will go through to troubleshoot that and see what the exact problem is. But first of all, the first thing we want to consider is are you even using the right objective? Sometimes when we're wanting people to come over and take an action to opt in or sign up for something, we need to choose the right campaign objective.

Now this is something I have heard Facebook reps have said to people, you need to do a traffic campaign to start with, to get people there. And yes, I think maybe five years ago, we did kind of do traffic campaigns to season the pixel a bit. And then we'd move over to our conversion campaign. But these days don't do that! Don't, If you are wanting people to convert.

So if you're sending them to a page where you want them to opt in or sign up or you know provide their details, you want to use a conversion campaign. And then in that conversion campaign, you want to select the objective that you want them to trigger. And this is where we have pixels and we'll have them installed. So say for example, someone's opting in for lead magnet and you've got the lead standard event on the thank you page. So therefore when people sign up, they go on the thank you page. And bing the standard event code for lead is fired.

And that's how you're tracking your purchases so that you can say, great, I've got a lead and it costs me $5. So you need to optimize for that event that you're wanting them to take especially when it's a short funnel like that, where people are just opting in again, you may hear that No, no you gotta take a step back and you've got to optimize for the step before.

When you are just starting out, you know, don't go straight for optimizing for leads, take a step back and just optimize for view content or page view or something. So typically that doesn't work and you will want to do especially when it's at your funnel you want to be optimizing for leads.

So first thing, if your ads are converting, have you chosen the correct objective campaign objective. So using conversions instead of traffic. Two, have you then selected the correct standard event that you want to fire. So lead on the thank you page rather than optimizing for the step before. They're the first couple of things and if they're all in order.

Next thing we'll go and have a look at the ad itself. How is the ad performing? So this is where we will look down at the ad set level to see the data. Now, the data you typically want to be looking at here initially is we want to look at the CTR links. So that's the click through rate for our link clicks. That's what we're wanting people to click on the link and go off of Facebook.

So that's the metric that we're looking at here. Now we want that to be up around 1% because that's typically our benchmark for saying, we want 1% of people who see this ad to head over to the page. I know that sounds like a crazy low number, but that's the numbers. Okay. 1%, if you have a 0.5% click through rate, that's a really strong indication that you need to be working on the creative of the ad. Like the image or the video or the headline, or even a bit of the copy itself when it comes to those three things. If it is a 0.5, I would look at the creative first. What's happening here? What's the image or what's the video?

How to run facebook ads for clients

Is it actually getting people to engage and stop? So I would be looking at that copy in that imagery first, then I would look at the headline, making it a snappier headline, giving it a great hook so that it's drawing people in and it's, you know, hitting a pain point straightaway, or it's resonating with them in some way so that they read it and they go, Oh man, that is me. And they want to know more. So they click on the head over. And then it would be like the ad copy, like the first couple of lines, that you will see above the image. That would be particularly the next thing that I would be focusing on.

So your ad we want to have a 1% click through right now, if it does have a 1% click through rate, but then we want to look at how much is a cost per click. Your cost per click typically would be like $2 or under or $3 or under. If it's over that, if you're paying $7 cost per click, then that's really going to hurt you. You're not going to be able to get the number of people you need over the site in a cost effective manner to be able to be profitable with your ads.

So if you've got a high cost per click, you need to look at the CPM as well. Is the CPM too high? If it is, it's typically either a sign that it's a heavily targeted audience. And so there's a lot of competition there. Or again, it could be a sign that Facebook isn't terribly keen on your ad.

And so therefore it's not keen on it because they can see that people aren't engaging with it. And it's not getting the desired results. So they're going to give it a high CPM to throttle it in the newsfeed so that it's not getting out. So again, that would be coming back to ad creative. If you're cost per click is high.

If your click through rate is low. And if your CPM is high, then yes, that's all a sign that you need to do some work on your ads. That's where the problem is and why they wouldn't be converting. Now, if that's all looking good and people are clicking and they're getting through over to the landing page, look at the landing page conversion rate.

We need to be seeing that people are opting in at what we're expecting. So typically if it's a PDF or a guide or something, we would be typically wanting a 25% conversion rate. When someone lands on that page, if it's sending someone over to an application, then that may just be like a 10% conversion rate or so. So you need to get the required number of people over to that page to start seeing those numbers.

So if you get 10 people over to your page to opt in for a PDF, then you would be expecting two to three people should have opted in by that point. That's about at that 25 to 30%, if that's not happening well, you know, let it go a bit longer. That's still very early days if it's getting to 20 or so, definitely if you've got to 100 and you don't have 25 people having opted in there is a big problem. The problem there indicates that there's something off with the landing page, right? That they've come through, they've been engaged with the ad and they've clicked on the ad.

They've come over, but you've lost them on the landing page. Was the messaging off? Was it not congruent with what was being said in the ad? So that could be a well, would be a very big indicator for you that we need to work on the landing page. The ad itself is actually working. It's doing its job. People are clicking and coming over, but then once they get there, people aren't signing up. And with that always make sure you check on mobile because 90% plus of your traffic is going to be coming from mobile.

So make sure that your mobile page is loading fast and it's nice and clear, and it's all there on the screen, okay. That I don't have to squeeze in or out or there's any issues with it. So that's your ads. We've checked your ads, looking at those key metrics on the ads, looking at the landing page, seeing if people are actually opting in also, we need to consider the budget. Because if you don't have enough budget, then it's going to take you longer to get the results. So say for example, you were spending $5 a day on ads where you were wanting someone to fill in an application. An application, we typically see them be lower. It's not like your typical opt in rate for a PDF or a guide it's generally lower.

So it might be 10% of people that would get to the page would then apply for whatever your offer may be. So therefore, if you were spending $5 a day and it costs, you say $2 cost per click. So it was costing you $2 to get someone over to the page and you had $5 a day spend then you're going to get two and a half people there a day over to your page, which isn't giving you enough room to get that 10% opt in. You would need to get 10 people over to the page. And then ideally, if you are getting that 1% opting in, if you got one person opting in out of 10, you'd be doing very well.

But for example, it's costing you $2 to get someone to the page. So to get 10 people to the page is costing you 20. So you can see at $5 a day, it's going to take you four days, at least typically to get somebody to opt in. So therefore you need to be patient and need to go over a week, we're probably only going to get one person opting in. So if you're able to increase the budget and if you had a budget of $50 a day, then you would get 25 people to the page. And then ideally you'd have someone opting in every day. So that's something else to consider if all the other numbers are looking good and, and, you know, matching those metrics. So why are people opting in, well, you just maybe need more people there. So you need more budget to get more people there to get those results.

So there's a few things like, why your ads may not be converting. One, the correct objective has not been chosen and then the correct optimization for a conversion campaign may not have been chosen. Then looking at our ad data. Is that the click through rate? Is it the CPM? Is it the cost per click? Where are the signs showing us that people are either engaging or not engaging with our ads then if they are, and they're getting to that landing page, are they opting in or are they not opting in? And then is that the budget? We just need more budget to get more people there and then we'll start getting the results.

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Do you have your business manager insurance policy set up?

Do you have your business manager insurance policy set up?

Do you have your business manager insurance policy set up? Hmm, probably not. So what is a business manager insurance policy, or maybe you're even asking what is business manager? Well, I'll take a step back if you don't know what business manager is.

Business manager is another sort of entity of Facebook. That is where the business stuff gets done. So you've got Facebook in your personal newsfeed, but over in business manager, that's something that you need to create. And that's typically, you know, when you're saying to Facebook, yeah, that I'm serious, that I have a business, I'm going to be putting money into ads.

And so over there in business manager is where you take care of business. You'll have your ad account there. You'll have your pixels there. You'll have your page there as well, most of the time. And there's other things like events manager and audiences, and you set up your payments and billings and stuff.

And when you're an ad manager, you'll have your business manager. And then when you get clients on board, they will share their ad account to your business manager. So that rather than you getting added to all these different people's ad accounts, you have your business manager, your clients share their ad account to your business manager, where you work on their ad accounts, they see everything that's going on in their ad account.

They still retain full ownership, but it's just where you access it via your business manager so that you can very easily jump between clients ad accounts and such. Okay. So that's what business manager is. Now most people will just set up one business manager and a lot of ad managers and ad agencies will have one business manager. But if there's anything that we've seen with Facebook, lots of things go on and there's lots of bugs. And one of the problems can be that your business manager, all your ad accounts might get shut down. Your ad accounts get shut down. Your business manager can also get shut down. Things can also happen like with your own personal profile, it may just be accidental,but it might be that your profile just seems to disappear on Facebook for 48 hours and you reach out to them and you get it all reinstated. But then if your profile is gone, then you can't access your business manager or do anything.
How to Run Facebook Ads for clients
So we need to set up some insurance policies. So that one, we protect our business. We protect our client's businesses in that we're still able to access their accounts and still be able to manage campaigns.
So what is a business manager insurance policy, it's actually where you set up a secondary business manager to use as a backup in case of emergency.

So what that will look like, you'll have your business manager that you will set up, you'll say business manager one. And it's your main business manager that you have shared with all your clients and such but business manager two, your insurance policy is one that you would get somebody else to set up. So just in case anything ever happens to your profile because then you wouldn't be able to access business manager one or two regardless.

So you have a trusted partner, whether it's a spouse or business partner that sets business manager two up. And then they can add you in there as an admin and then in business manager two, they'll have to create a page. You have to have a Facebook page. It will be claimed by that business manager that can just be like a default kind of page. You can just create one, you don't have to do anything with it. And it will have an ad account that will come with it also.

So that ad account can be business manager two ad account. So that's a backup ad account you can have for yourself. And when that is done you will be able to put some ad spend through it. You can share your page. Your page can go to any ad account. You know, it's not locked to any ad accounts. So your page can be added to business manager two. And then once it is, which is a very simple process. You can just run ads for a dollar a day engagement campaigns that are connected with the page. And therefore once you've got your ads going through there a dollar a day. You're putting some ad spend through and that'll open up some other features to business manager like being able to share assets between business managers, but also we need to put that ad spin through so that the ad account doesn't get disabled.

Because, you know, we've found that Facebook will disable ad accounts that have been dormant. Haven't been having any ad spend in six months or so they can shut them down. So just by putting that dollar a day through there, one, you're also building up engagement with page audiences as well, which you can use in your main ad accounting business manager one, but it's just keeping that ad account active.

So business manager two is where somebody else that you trust sets it up and therefore you can be added as an admin to it. So that in the worst case scenario, if your business manager does get shut down, you have another business manager, which your clients will be able to share their ad account then too. So they've lost access to your main business manager and therefore you'll be able to reach out to them and say hey, look, let's share to this business manager instead, it's all there ready to go. So they just need to say, okay, partner with this business manager and away it goes.

So another reminder or another thing to consider when you are setting up business managers and such is to turn on two factor verification. That's super important. What that does is that helps to make sure that your ad account has higher security, then not having it on because what can happen is if you have people in your business manager. So if you've got like a VA on board or some other people like your trusted spouse. And they don't have two factor verification on their personal Facebook account, they could get hacked. And what that means is if they get hacked,
they can get into your business manager, get into the ad accounts and launch some ads for some dodgy products at a thousand dollars a day, which is not a good time for anybody.

So that's why when you go into your business manager, go down to the security or settings and make sure you turn on two factor verification for everybody in your business manager. What that means is when they go to Facebook on a different device, or go back to Facebook now for the first time, they will need to set up two factor verification, but that's it. It's just a one and done process. They don't have to do it every time, just when they go on a new device and Facebook recognizes them. And that's it.

So two factor verification, very important for any business manager. So just to recap, you'll have your main business manager where you'll have your client's ad accounts all attached to, but then you'll have your backup insurance policy, business manager. That's owned by somebody else. And therefore it's got an ad account in it, which is running just a dollar a day ads, keeping that business manager in that ad account active. And if God forbid your business manager gets shut down and you've got clients that you're running ads for, they can then share their ad account with your backup business manager.

So that's just something to keep in mind, definitely something you need to set up. If you are running ads for clients, it is very important that you do have that backup in place and that you can keep running ads for your clients even if your business manager does get shut down.

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Should I offer additional services to my ad management business?

Should I offer additional services to my ad management business?

So you've got ad clients on board. That's awesome! Now, inevitably, you're going to get a few requests that are going to be like, could you just do me a landing page or can you just hook up my email integration? Or what about bots? Bots are doing great. I hear maybe we could use a bot now. That's all great ideas! And inevitably, yes, that does happen when you're running someone's ads.There's all these other pieces that can go with being an ads manager, but you need to decide one, if you do want to provide that service. And if you do make sure you charge additional.

It's not part of your ad management services, your ad management services are this, and this is what they signed up for. And any additional work will be quoted at whatever. So if you do have a client that's reaching out and they say, Oh, can we just add this on, just get a funnel, just you know do the emails. Say here, great! Yeah, I'd be happy to look at that for you or just put together a proposal for you and we'll see from there. So make sure you are charging extra for it because it is going to take you more time.

It'll take your time off your other client accounts or time away from your family to get this done. And it could be worthwhile if you're getting paid well for it. That's absolutely fine. But then you could also outsource somebody else who it is, their zone of genius and get them to do it as well. So you've got to make sure that you protect yourself, you protect your business, you protect your boundaries and say, yes, this is an additional service. We can have a look at that for you, but do you even want to go there because a lot of these other additional things that you could be tacking onto your ad management services, they require a good level of expertise and skills.

For example, bots, yes, It's hugely popular, but there are so many compliance issues with them. I keep getting bot messages from people who are in the marketing space and who should certainly know better. Their bots are not compliant and they're on their way to bot jail. Facebook is cracking down and putting a lot of businesses, you know, stopping their messenger services because they have been not compliant. And so that's not something that you want to be doing running bots for clients, and you don't exactly know the compliance and their bot gets shut down.

How to Run Facebook Ads for clients

So you need to consider, what's your expertise like, do you want to add that on? Do you want to learn and be proficient in that as well as another thing to offer that as a service, there are obviously a lot of complimentary things when it comes to ad management, obviously funnels building a funnel and running ads. Those two go hand in hand, people have their funnels, they have their websites and they need to get traffic to it. So that is a very complementary one. It takes time to build a funnel for sure, but you can get pretty proficient in it pretty quickly.

But again, you just need to make sure that one, you either have the capacity or the time to be able to do that. Or if you know someone or you can outsource it to someone or subcontract to someone who can do that for you, because all these different areas will take you away from your zone of genius which at the moment is being an ads manager is knowing the latest news in the ads front and doing all that you can to make your clients' campaigns work liaising with your clients. Looking at the data, looking at the reporting, learning, continually learning about ads and what might be happening, what the shifts are on the platform this week, or even today, and how you can turn things around for them and being a guide to your client as well.

Sharing those things that you're learning here as an ad manager, as a specialist in running ads, to bringing that information back to your client, and it would be like, look, we're getting some great click-throughs to the page. All this is working really well, but people just aren't opting in. And after having a look at the page, I've been considering that, okay, the messaging and what we're using in the ad copy and what the offer is all about is getting lost. And so that's why people aren't opting in because the messaging on the page isn't reflecting the ad and it isn't reflecting the offer. So it's that insight that you can bring when you're skilled is that Facebook ad manager. And you're really dialing into your own zone of genius that sets you ahead and apart from the crowd.

Another one will be like, can you do my social media posts as well? So, you know, if that's your zone, if that's what you'd like to do as well, then you can consider doing it.
But just remember, it's going to be distracting you from that zone of genius of being an ads manager and from being an ads manager that can charge premium prices. So that's a few things to consider. And remember it is your business just because your clients might want this, this, or this, it doesn't mean you need to provide that service.

And by providing it, it could be stretching you thin in so many ways. So focusing on your lane and just doing what works for you and for your business, it's okay to say no to a client. It's okay to say that sounds like a great idea. Unfortunately I can't help you with that, but I do know someone who can. There's no drama in that your clients will have much more respect for you doing that rather than saying yes. And taking everything on board and then not being able to manage it all. So take those things into consideration. Yes. It's fine to provide the additional services, but what's it going to cost you? Can you give up the time that you need to commit?

Remember it will take time away from your family, from your other clients, do you have the expertise to be able to do it? If you’re not sure if you can do what they want and if you want to learn it. Like, for example, if they want you to do YouTube ads as well, you can say that sounds like a great idea. I don't know YouTube ads, but if you're willing, I'm happy to learn on your account. And they could say, yeah that sounds great. Better than me learning how to do them.

Just the main thing is what you want for your business and does it reflect and fit your lifestyle? If not feel free to say no. If it does feel free to say, yes, it's your business, that's the beauty of it.
That you can make your own decisions and work from home.

When a client might ask you for an additional service, remember it's not part of your ad management agreement, that it is additional and you’re going to say that sounds great and I can get you a price for that. And we'll look at getting that together for you. So it's not part of your ongoing ad management services. It's additional. And if you don't want to do it, if you don't have time, if you don't have the capacity, because if you say yes to something else. You're saying no to other things. And what is it that you're saying no to? It's your business, create the business and the life that you love.

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Getting yourself out there and looking for ad management clients.

So you're getting yourself out there and you're looking for ad management clients. And what do you do then? How do you go about getting them on board and getting them to work with you?

So you may think getting a client on board to run ads for maybe the hardest thing but sometimes it's that onboarding process, which can be very challenging. It can take up a lot of time, and that's why you want to have some slick and smooth systems. So that it's just an easy breezy walk in the park for you and not causing you any more stress or adding any hours to your day.

Because when you're running an ad management service, like I recommend where you're working exclusively with a smaller amount of people, and you're not getting leads every day and you're not onboarding three clients a week. I'm exhausted just thinking about it. I just love working with clients, doing a great job, partnering with them and working with them more on a long term basis. So this is especially where you want to have these systems down smooth because it's not something that you're doing every day.

So you don't want to have to come back. When you do onboard a new client and go now, what was I doing? What do I say? Where do I go? So having a system that is smooth is going to serve you very well in the long run. And when you're getting started out, there is not a whole heap of software and things that you need.

There's just a couple, there's one in particular that I recommend that you pay for, but the rest can just all be done with Google docs and it can be a very straightforward, not overwhelming process. Now, one of the other platforms that you can be using is a tool called Calendly or another booking, sort of a calendar system. So that's especially handy where you can send people to go and have a discovery call with you. But if you're having conversations with people or people are getting recommended to you and it's personal, I love to keep it personal because that also sets the stage for how you're going to be working with them. So I am a bit resistant to just sending people, you know, if we're having a conversation that want to book in for an ad call, yes, it's convenient where you just go up, go find a time on my calendar, but I've learned from some of the best that to keep that conversation going and just suggest a couple of times to them, it can get a bit out of control sometimes with time zones working across the world and everything.

But typically I haven't really had too much of an issue where I'll say, great, let's jump on a 20 minute call and have a chat about what sort of support you're looking for for your ads. So let's just book in 20 minutes. I have this time and this time do either of those suit you, and typically they come back to me going, yes, that is perfect. And we lock in a time, then I'll just send, via Google calendar or just send them an invite and I make it a zoom meeting. So using zoom, you can use that, you know, for free and you will just integrate your Google calendar with zoom. So therefore you can get, just say, make it a zoom meeting. And there it is. The calendar invite is sent off. Their time is locked in and the zoom meeting link is right there. It's so straightforward and easy. You could also use Google Hangouts if you didn't want to have the zoom integration, but that's step one where you're talking with the person you arrange a time and then you send off the invite and you have your meeting.

How to run facebook ads for clients

Now, like I said, you could use a tool like Calendly. That's typically what I do use for my booking software. And when you are using that, then you have that integration and then Calendly will be sending the reminder in the emails when someone books the time. So it is a bit more automated. It's a bit more of a process to set up but once it's set up, it's set up and that's all fine. It's up to you. How tech you want to get. But like I said, I love to keep it personal. And so I want to keep that conversation going with that person. So that's what I do, propose two times from them rather than just shifting them over to the calendar and we'll organize a time together.

It just helps, you know, to establish that rapport and that communication. So then you get on the call and you go through what they may need and what kind of support thereafter. And from there you would make your decisions as to like, yes. Okay. I can help you with this. Yes, we would be a good fit and go from there.

Typically what that looks like is you may send them a proposal. I will often ask for a proposal or what it may look like to work with you. And that's where I love to use a tool called 17 hats, because you can set up, um, formatted con contracts, quotes, and invoices as well, so that you can have your quotes already set up. You don't have to customize them each time. Sure. There may be different projects, but for you and I'm keeping things nice and smooth for not just onboarding, but for ongoing working with a client, if you have a pretty standard service agreement or, you know, this is the quote, and this is what we do, it makes it so much easier for you to go,
yep. This is what we do.

Here's all our line items. And this is the quote. So when you send through the quote, they can see it. You will also be notified that they have viewed it as well. So you can keep track of how things are progressing and you can adjust and change your quotes around and, you know, add new lines when it comes to submitting your quote. I really recommend that you break down the prices rather than just sending off a quote that might say, okay, Facebook ad services, $3,000 a month. People go, well, where's that all? Well, break it down. You'll be saying that you'll have weekly reporting so that it allows for four 30 minute calls with the client per month. You'll be putting in that it might include ad copy or ad creative,but not videos. So break it all down as to what is included so that they can see, Oh, okay, there's this, there's this there's this, there may even be prices attached to it that you know, that yes, we're allowing for whatever weekly reporting. Obviously you wouldn't have a price on that, cause that'd be all part of the service better. You'd have your weekly reporting, this, that, and everything else you'd have, like, you know, up to four 30 minute calls valued at this price, this price, this price. So they can actually see, Oh, okay. So that's how it comes up at $3,000. Yep. That's all great. So it's just reassuring for your potential client to see, you know, what value they are getting.

Even though we know that you're going to bring them more value because you're a Rainmaker and you can bring in more revenue to their business, right. But sometimes they just need a bit of help getting over the line and seeing that themselves. So you can send off a quote via 17 hats, and then you can have an automation that's all set up so that once they sign it and they accept that quote an invoice actually gets sent straight away or a service agreement.

So you can set all of that up. So that here's the next step and the next step and the next step. So it's not coming back to you and has to wait and be in your inbox. And especially again, with time zones and people being asleep, it can all be automated. So therefore you can send through and they'll sign the quote it'll come through and then automatically your invoice can go through and they can pay the invoice or you send through the service agreement straight away. And the service agreement again, can be a very standardized agreement. That's outlining what you've had on the quote and other more in depth details. Like you'll talk about fees and when they're due and when they're payable and how they're payable and all the rest of it.

So quote, service agreement, sign that, and then the invoice can go off and the invoice can be sent straight from 17 hats again, and your clients can pay via 17 hats. So it's a great all in one tool. And when you've got legal documents like that, it's essential that you do get them where they are legally signed.

It's not just sending off a Google doc or something in that case. So that's why I really recommend that kind of platform there. So that's one platform that you'd be paying for that's about $40, $45 a month, I think. So check that one out. If you're needing some sort of a platform to help you do all that and condense all of that, legalees kind of stuff.

Then after that Google docs is going to work really well for you. That's typically where we'll have our clients come on board and we create a new Google folder for them. We'll have an inhouse folder, which has just for me and my team where we're just, you know, saving all the stuff that we have to do. And then there's a client facing folder as well, which is where we'll ask the client to drop any assets. They have photos or videos or any email copy. So we'll have a client facing folder and our own internal folders. And from there, that's where we'll share things with the clients and they'll share back. So we'll share a Google document and say here, fill this out, give us all the information on your USP, your unique service proposition or who your ideal avatar is. And from there we just have the Google docs and with that, when we come up to creating our scope documents of like, we've got the client on board, we'll then do a strategy session. And that strategy session is where we'll talk to them or go, okay, great. So here's our plan for the next 90 days.

And we've got it all mapped out and that strategy session we can come back and we can just create, you know, so here's the framework. Here's what the funnel is going to be. This is where we're going to be driving traffic to, and that can just be done on a Google slide presentation. Okay. we'll create all our rectangles and our flow charts and things like that.

And then it's very easy to duplicate it and save it as a template so that you've got a framework to be working with other clients as well. So you'll have your Google slide where you'll have, here's what we'll be working on over the next 90 days. And from there as well with emails or ad copy, you can link it from, you know, put a link in your slide presentation that we'll go over to a Google doc. That's got the email copy or the ad copy, and you can also have links to your spreadsheets. Now when it comes to spreadsheets, that's what I like to use for reporting and getting information back to our clients. That's often something that really confuses a lot of ad managers.

They'll say, what should I put in the reporting? What do they want to hear? And there's all sorts of expensive reporting software, but you really don't need it when it comes to the end of the day, what your client wants to know is, um, how much they've spent and what the results have been. Okay. So that's, you knowhow much has been spent, how much has the lead cost? How much is the cost per sale and those kinds of information, they really aren't that interested in here's how many impressions you've got, and this is what their click through rate is. They're not really worried about that. What they're worried about is the results and how much they've spent.

So put getting your info from ads manager,just into a simple Google doc. A spreadsheet is all that you really need, especially at the early stages when you're running ads for clients, you there, you know, maybe a time and place when you do have, if you do have a lot of clients or having massive ad spends massive big campaigns, then maybe your reporting software might be useful for you, but I'm sure you'll get away with just being able to use a spreadsheet.

So as you can see there isn’t a big ask for lots of software packages that you have to invest and spend all this money on all these things. So you can just get away without even having a calendar to start with like how. You can just be talking with people and communicating, and then teeing up times. But you will want to get a calendar at some point and you can get them on a free trial or even. I think Calendly you can get free for a long time. So give that a go. And then also maybe just 17 hats, great software where you get the legal stuff taken care of and then Google docs it's as simple as that.
So there's a really very, very low barrier to be able to start getting clients on board. And when you have those kinds of systems especially when you can send your quote and your invoice and then you'll send an email there to schedule once it's all teed up and it's like the next step is, you know, we're going to have our strategy call.

It's all very systemized and processed. So when you are onboarding the next client, you don't even have to think about anything. It just all goes through and you know exactly what's going on.

That's a bit of behind the scenes about how to onboard a client and keep things nice and smooth and under control so that when you get a client on board, you're not feeling overwhelmed and stressed out about all this work that you've got to do to suddenly get them on board. It's all done and dusted.

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What is one of the best skills you can have as an ad manager

What is one of the best skills you can have as an ad manager, it may not be what you think. So being an ad manager, you probably think there were a lot of skills that are required, and yes there is. And you may think one of those skills is being a Facebook ad Ninja. Well, it is, but there is something that is even more important than being able to launch campaigns, measure the ROI, see what the click through rate is and optimize all the stuffs. One of the things that I've been talking with, and is it always something that comes back to me with the clients that I work with is communication.

You see a lot of people when they're working with ad managers, communication just falls off the person that who has been running ads just disappears. They don't hear from them or they have to, the client has to keep reaching out and asking questions and seeing what's going on, touching base to see if there is anybody still there running my ads and to get updates on what's going on. Now I get when campaigns go South sometimes you want to avoid those conversations.

You may not want to talk with your ideal clients or even when things are going really well. And you're busy with everything else. Sometimes the client communication can just slip through the cracks, which is a big mistake because it's, at those times when the clients start feeling like are they really giving my ads the attention they deserve or they really giving me the attention I deserve, I'm paying you to run these ads and all the negative thoughts start coming into it. Relationships are key to doing business.

When you communicate with your client, you are building up your relationships so that when things do get tough and admittedly they do with Facebook ads, not every campaign you launch is going to run out the gate and be 10 X ROI, a return on investment by the way. And so there will be ones that don't work. That's the name of the game. And when things don't work, it's being able to communicate with your clients and having that relationship to fall back on that they know that you've got their back because you're communicating with them.

That's, what's going to see you through and have a great longterm relationship because really the last thing you want as an ads manager is to be turning over clients every three months especially when you're working as a freelancer and you're working intimately with them. It takes a lot of time and effort to be onboarding clients all the time. . And then offboarding clients as well.

How to run facebook ads for clients

You really want to be working with clients for the longterm and communication is a key to that. So one of the things that I do when I start working with someone is I will communicate with them every day for 14 days. Just give them updates on what's going on with their ad account. Even if not too much it's happened. You've just been researching like audiences before the campaigns launched, or you've submitted copy off to the copywriter. You would just say, Hey, just touching base. We've got some copy and I'm getting created for your campaigns. We expect to have that back by Friday. I'll send that through to you for your review and comments, easy as that they know something's happened or the next day we've been dialing in, we found some great audiences.

We've been doing a lot of research here and looking into your previous data on your ad account. And we can see there's some great opportunities. And when we launch these campaigns that we would like to try, . So just communicating every day, because that first 14 days is really like a honeymoon period where you're setting up the relationship and the expectations. .

If you take someone on board and then they don't hear from you in the first three or four days and they're thinking, what on earth is going on? I haven't heard, I guess they're . Is there anything that I should be doing? It puts some doubt in, so be on the forefront with communication and just be touching base. Then as things are progressing and you're running their campaigns, a weekly report is something that clients love. They don't all read it, and they don't need to know everything that you are looking at when you're running the campaigns, all the conversion rates and everything like that, just a summary of this is where, how much the leads cost. This is how much it was cost per sale. This is how many sales that we're tracking.
And this is what the landing page conversion rate is like. Um, these are some areas that we”re going to be continuing to try some, um, audience testing with, or loading in some new copy this week, just a summary then as well saying what's happened in this last week and what you're looking at doing this week, whereas things have gone South.

What you're doing to overcome that and get things up to speed again. . Communication is gold there in your weekly reports as well. Then also just each week, a touch base at the start of the week saying, Hey, this is what we're working on this week, X, Y, Z. And then at the end of the week, do a wrap up. Because when you are working from home, things can roll over into the weekends so easily and you really want to take the weekends off. ? You want that to be your time? Not only because we're here to have this work life balance but also so that you can refresh and you can come into it being creative again on Monday.

So do a wrap up at the end of the way saying, Hey, . So as we discussed at the start of the week, we've done X, Y, Z, just signing off for the week. Do you have any questions? . And then they see a chance to come in with any questions, yeah great these are awesome. Answer the ones that you can and get back to the ones that you can't. I'll get back to you at the start of the week next week, and give you an update on these other questions. . So that is a great frame of it and then also, if there is something that's underway or in progress, or that's being actioned, if you do daily updates, just I have my clients in a Slack workspace, their own Slack workspace. And I might just say, hey, we've started working on this today. Um, I'll let you know how that goes, or we're anticipating, we'll be launching these ads today or any other back and forth communication that's going on.

Then again, just like we have the wrap up at the end of the week signing up for the week at the end of the day, saying, , just touching base at the end of the day, we've got X, Y, Z going on. . Now the key to this when, if you have 10 or 20 clients,
yes, that's going to be harder for you. But what I encourage you to do as an ad manager, where you're charging a higher rate, so you may think you need 10 or 20 clients or 10 clients for example charging a thousand dollars. You need to get 10 to make 10,000 a month. Well, that's where, when you're a bit more experienced, I would be recommending you as an ad manager, be charging at least $2,000 a month. Plus a percentage of ad spent. So even $3,000 a month and percentage of ad spend. So obviously you don't need to have that many clients to break that 10 K Mark. So, charge what you're worth and communicating are a couple of big things.

So obviously if you do have more clients, if you are working with 10 or 12 clients, get a VA on board, have someone to help you. That's going to be essential, especially with your communications and everything in the back end. Now, with that, that's where I would also recommend that you continue the communications. It's that relationship that you're building with with your client.

You don't want to assign that to somebody else. You continue to communicate and have you a VA or someone else to support you, who could do those other things in the back end, such as taking the daily data. . That's something that you don't exactly need to do. You're looking in Facebook all the time. You just outsource it. Have someone who can come on board and they can put all the daily data in and the weekly reporting that will save you hours, that you can put back into communicating with your clients as well, to build those relationships and have a happy ongoing clients. And that's what we love as ad managers.

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Have you ever wondered how much you should charge as an ad manager?

How much should I charge as an ad manager? That's a question I get asked all the time by members of my inner circle and other ad managers that I've been coaching over the years. So how much should you charge as an ad manager?

Well, that's kind of a bit of a long piece of string. It depends on a few various options, like who it is that you serve and what your experience level is like. And also what your mindset is like as I've spoken with ad managers over the years, and they've really struggled with charging higher prices, a lot of it comes back to their own mindset and what they think that they're worth.

You see a lot of ad managers and a lot of people in general, they struggle with the thing called imposter syndrome. And it's especially true for ad managers. A lot of us can feel like we get our worth from the results that we get with our ads. If things are doing great, we're riding high and you have that confidence to charge more but if things aren't going well, then it's kind of like, gee, should I even give them a refund? Well, that's a whole nother kettle efficient something for a whole nother episode. But coming back to our mindset and realizing what you're worth as an ad manager is one of the biggest things that's going to help you to decide what you can charge as an ad manager.

And we'll circle back to that one shortly, but first of all, what should you charge? Well, there's going to be various different levels, obviously when you're just starting out, you're not going to be charging $3,000 a month. Hello? Sorry. No, if you're new to it and if you've got, you know the learner wheels on. It's really not, integrous, if that's such a word for you to be going out and charging these high fees, if you don't know what you're doing.

So initial stages while you're learning you charge appropriately and you make it clear to the person that you're working with, that, yes, I am fairly new to Facebook ads but if you are happy to give me a go with this minimal charge and I'll give you my all and you don't have to learn Facebook ads, I'm doing all that for you. And I'll be able to apply everything that I'm learning into your campaign so that you can get the best results possible. And they'll go sure, yeah, that sounds great. I don't want to have to learn them, so please go ahead, feel free and do it.

So for myself, when I started out and I wasn't quite sure what I was doing. With my first client, I got paid $12 an hour to run Facebook ads. It's a starting point. And you know, I'm very glad to have had that experience. I've worked really hard by the hours I would have put in it was probably more like $4 an hour.

How to run facebook ads for clients
Because I just went above and beyond and seriously, that's sometimes what you need to do, especially when you're learning on the job as well. So you'll be putting in extra time to do that extra learning and then be implementing. So if you're starting out as an ad manager, hooray, kudos to you! Probably don't go with those thousand dollar marks.I would probably be benchmarking at a minimum of $500 a month to manage someone's ad campaigns.

And a great place to start is with a training program that I have for that, which is called the client attraction code. It's a fantastic strategy to help get you up and running with learning Facebook ads, as well as bringing great value to businesses. As they build audiences, you can go out, target their ideal client, start building that audience and be drawing them in and attracting their ideal client. So you can grab that over at jodymilward.com/tendollars. And that's a great place to start learning Facebook ads and offering that as a service to clients.

So from there though, if you have a client that is wanting to do lead generation campaigns,
that is someone who, or when they want people to opt in for a checklist or teach it or watch a webinar, then that would be a lead gen campaign. Now, in my inner circle, we had a couple of members recently who were working with clients who had like a $600 a month budget, which is not much wiggle room. It's about $20 a day.

So when you're doing lead gen campaigns at that level, yes, that could be something that you could again offer for like a $500 a month price point as you get to learn, because obviously that business owner, they don't have that big budget for someone to go all in spending, you know, $3,000 a month on their ads. They're just sort of starting out as well.

So it's a bit of a testing ground. So again, great place for you to learn but we need to make sure that the client would have those clear boundaries and expectations of like, well at $20 a day, we might get two leads in. We might get four, but there's a bit of testing underway. So when you are just starting out, don't overcharge and don't pretend to be something you're not, don't pretend to be someone who's been running Facebook ads for a long time.

You have all these case studies and success stories and stuff, be honest, okay, that's going to serve you so well in the long run. As you communicate with your clients saying yeah I am new to this. This is something that I'm learning, but I'm willing to do this at this reduced rate just for a little while, while you're getting your learner wheels off. And we can talk about increasing what your monthly retainer would be after you've, you know, worked with them for maybe a month or two and generating some results for them.

So that is a way you should be starting off as an ad manager and providing ad management services to clients and answering that question of how much should I charge? Now I know ad managers, who've been doing this for a couple of years. They know their stuff. They've gotten great results for clients, but they're still just charging a thousand dollars a month.

Now this is where I'm trying to teach them, educate them and show them that the value that they are bringing by running ads for clients and they're managing $5,000 a month ad spends they're generating leads and helping that business owner get sales and increase their revenue. So when you are doing that, when you are a Rainmaker for a business and you can do something,
that's helping them to improve their revenue, then you need to charge accordingly.

You are a very valuable asset to that business. And as you get the skills as you get the experience, and as you know what you're doing, then yes, charge a higher rate. And I'm not saying an hourly rate at all, go for a monthly retainer. And then that's up to you is how many hours are you going to do? I know for myself, I do put in a lot of hours and that's why like I charge a higher premium rate because as I like to say, when I kind of have a boutique style that I work with people it's very exclusive, very close. And so I give them the white glove treatment rather than the rubber glove treatment.

So when you're working and you have that kind of level of service, you can charge more and work really nicely intimately with people. And they know they're well looked after and well taken cared for. So if you're in that interim of like, I have just started out, but I don't have that confidence to be charging higher rates yet.

Look at what you've done. Look at the case studies, look at your own mindset, consider how you're viewing yourself. If you're viewing yourself as someone who is just, you know winging it and not getting results now, and then you need to look at your mindset and you need to, you identify that you have a very valuable skillset.

And by having that skillset, you're helping other people build their business. They need you! And so when you are a great ad manager, when you give it your all, and you do do your best, you are justified by charging those rates of what, $2,000 a month, $3,000 a month.

And then also this is where it's very popular with ad managers to either charge a percentage of ad spend on top of that monthly retainer, or possibly even a percentage of sales that have come in via Facebook. So you can see there, if you're charging $2000 or $3,000 a month and you work with a client that is, you know spending $10,000 a month and you're getting 10% of the ad spend so you get an extra thousand dollars. So you're rewarded for your hard work. What other businesses or careers can you get rewarded like that? Where it's like here, this is what I charge. And then I'm getting rewarded for my work. Sales, I know you get that with commissions but it's also a great benefit to being an ad and to be able to add that on because you're doing a great job and you should be rewarded for it.

Now you may be thinking most people can't afford to spend $2,000 a month for an ad manager. Well, if you have that conversation with someone where you are having a discovery call and you're seeing if they're a great fit for you and if they say, Oh, $2,000, I don't have that kind of money for an ad manager. Then they're not your ideal client. It's as simple as that. Some people will say yes, some people will say no. So what! You will find that with the rates that you charge, you will attract the right clients for you.

So if someone can't afford you, that's fine. You know, that's where they'll maybe need to go and hire somebody who is starting out an intern, so to speak. But if they're wanting someone else who is more experienced, then they need to pay for that service. And if they can't afford it, that's fine. You say, good luck. Look, I look forward to working with you at some point, when you are able in a position to be able to afford this management fee, that's it,

it's not the end of the world. There are millions and millions of businesses all around the world that you can tap into to offer Facebook ads as a service to, and between you and me, when you are working with people that are easy to say, yeah, sure. $2,000 a month. No problem, let's sign up! They're going to be sweet clients and away you go,it is possible.

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