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What are your responsibilities as an Ad Manager?

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

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

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

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

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

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

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

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

How to Run Facebook Ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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How to provide a stellar off-boarding experience

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to Run Facebook Ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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Are your clients Q4 ready?

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Vanilla. Great for Ice Cream, not for Ad Copy

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Have you ever been thrown under the bus?

Have you ever been thrown under the bus?

Well, I have, it's not a nice experience! But unfortunately, sometimes we may do that as Ad Managers. So we’re going to unpack what it may look like to act with grace as an ad manager because it's inevitable as you go into accounts.

If you're running campaigns for clients, there will be a few broken things along the way. For example, there will be broken funnels where you have no control over the funnel or things have been broken with ads or you're doing audits on ad accounts and things aren't working so well.

It's a great thing to be able to hold your head high and treat other people with respect. Even if things haven't been done a hundred percent the correct way, which I've seen so often with various ad accounts. Ad accounts that have been run by high profile people in agencies where a lot of opportunities have been missed as well as everyday ones when clients have been running their own ad accounts. So it's about talking and communicating with them in a way that's gracious and not throwing them under the bus.

One of the reasons I'm so passionate about this is because I was thrown under the bus, and it was not a good experience at all. It was back in about 2016 or 2017 and the ads and the webinar funnels had been going off. Things were going so well, but it started to slow down. We continued to do all this testing, changing the landing pages, testing with ads, audiences, and all the stuff you do but things weren't working so well.

In hindsight it was happening all across the board and that goes back to the whole webinars are dead, which people have been saying for a number of years. But they're not dead! They still work, but things are constantly changing and ads are going to be different on Facebook from one week to the next.

What might've worked a week ago isn't working this week. So you're always testing. We had been doing all of that, lots of testing, lots of things going on. We then decided we'll get someone else to come in and have a look at the account. Now one of the things as an Ad Manager that we need to let go of is ego.

You may not want anyone else to come in and look at the account because you may feel that I know what I'm doing, I don't need anyone else to come on board and have a look. We need to surrender so that we can help our clients get the best results. Ego needs to be left at the door.

Anyway, we got a consultant who came on and who happens to have an agency as well. We got them on board to have a look at the ad account. I was on the call with my client and this other person, so it was all done in full transparency. They came in and had a look, and said, “oh, I'd be doing X, Y, Z, blah, blah, blah.” And it's like, I have been doing these things. If you looked at the ad account for longer than five minutes, you would actually see that, yes, I have tested this, and we have done this. We have done all of these things.

However, this person obviously had an agenda. They were keen to get a new client on board. Now all went well. My client called me up afterwards and said that was not how I expected that to go down. You know, I'm really sorry that you went through all of that. We're a hundred percent happy with you and how everything's going.

So everything went well. But I've obviously remembered the experience. It's very easy for people just to come in and have a superficial look at things.

How to Run Facebook Ads for clients
There's actually another time where I had another client and again, the same sort of thing. We had been trying all kinds of things for this client's account, but just nothing was working. We'd gone and tested all the different audiences, different messaging, different angles, different avatars, even different art, landing page software to speed up page load times, even different URLs in case Facebook was hating the URLs. We'd been working on it for months.

While we had generated a million dollars with it, performance was really struggling at this stage. So they reached out to someone who has a podcast. I heard about this on the podcast and was like; this is actually my client. This person was saying, “oh, this is their trouble. It's this.” Without them knowing the whole story.

It’s so easy for people just to make these assumptions and say, “oh, this isn't done, this isn't, and this isn't done”, and to throw people under the bus. I've gone into audit ad accounts, and I have seen ads that were retargeting campaigns that were created four months ago, and they still haven't fed out at all. And it's still turned on and obviously has not been checked. That’s really concerning that’s happened.

But for me as an Ad Manager, auditing the accounts, going back to the client saying, “look, you know, these haven't been running for four months. This is not good. You need to sack that person.” Is a horrible feeling, right?

For me, I don't want to be doing that. If you're like, yes, they have been doing the wrong thing, but I want to make sure that I'm acting with integrity and that I am able to hold my head high without stabbing anyone else in the back. That's not what we want to be doing here. And also, for the client, how gutting can that be to hear that they're not managing my campaigns properly. I've been paying them, and I've been doing all this ad spend. It's a horrible feeling for them.

So whenever I'm doing, for example, an audit, where I can see that retargeting campaigns haven't been getting run, ads that haven't been beating out all these mistakes in their targeting and such. So I instead position it more as, “here are some opportunities that have been missed. By correcting these, it would go a long way to help the performance of your campaigns.”

So rather than just going, oh, X, Y, Z hasn't been done, and this is really bad and pointing out mistake after mistake in a way that's obviously tearing someone else down is not ideal, in my opinion. I want to make sure I act with grace to fellow ad managers as much as possible because it's a hard gig. We don't always get it right, but we're all human, after all.

If things aren't going well, if there are bottlenecks in the ads, don't just point fingers, saying it's someone else's fault. If conversions aren't happening. Is it the ads? Is it the funnel? Don't be quick to point the finger at something else that may be out of control for you. If it is an issue with the funnel or it's their fault, they need to be able to do this. Make sure things are documented and passed along. “I did mention this as a concern, you know, two weeks ago that this needed to be updated”, but just act with grace. We're all in this together!

We all ultimately want to get results for our clients. However, if it happens that someone isn't acting with the best interest of a client on board, you can still hold your head up high and work with your client and assure them that you're here for them. You're here to support them a hundred percent of the way. Don't throw the other person under the bus. Act with grace with all that you do when it comes to running ads for your clients.

I hope you found this valuable, even though we're not exactly talking about ads or strategies and such, but just the way that we carry ourselves as Ad Managers. I believe when we do, you're going to attract those people back to you as clients, as contractors or people in your sphere who are going to compliment that for you as well. And I know for me, I'd much rather be working with people in that kind of environment than a toxic environment where it's every man for himself.

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