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How to make additional money as a Facebook ad manager

If you’re wondering how you can make additional money as a Facebook ad manager, other than just doing done-for-you services.

Keep reading!

Now knowing how to run Facebook ads for clients is a super, super valuable skill.
You are a Rainmaker for businesses and can help them turn things around and change people's lives, employ more staff and make a big difference in the economy.

So what can you do that’s not just limiting you to a limited number of done- for-you services? Your knowledge, your experience is so, so valuable. So how can you offer it to more people?

Let’s look at four ways that you can do that. Number one is obviously the done-for-you services. That's your premium services, and that's what you charge a significant rate for as you have experience and expertise.

If you're starting out, then you're not starting out at $2000 or $3,000 a month because you need to get some runs on the board. But ultimately you want to be charging $2000 or $3,000 per month or more running ads for clients. It's a premium service as you're taking a lot of pressure off them that they don't need to learn Facebook ads.

They leave it with you to handle. And as long as they've got that validated funnel, that proven offer, and they know who they're talking to, you can just work the ads. You take that all off their shoulders and that is immensely valuable. So we've got a done-for-you service which as you know we can only take a limited number of clients like that on board.

Another service you can provide is a coaching service and that can be completely scalable. You can have office hours of say two hours a week where people who have hired you for your coaching program, can come in and join you in these office hours. So if they've got any questions about their ads, if they've got bottlenecks, if they want your help, they can just tune into these office hours. You're there on zoom and they can all jump in and you answer their questions. They can learn so much from you and answering their questions directly, or if there's others on the call as well, then they can learn from those questions as well.

So coaching is an amazing opportunity for you because again, you have these skills, you have this expertise that so many business owners want to know, and they can't all afford your services, maybe the lower rate, or maybe even at the higher rate, but you can provide a scalable coaching program. The office hours make it very simple and very easy in that you have a day that for two hours you can just jump on a call.

How to run facebook ads for clients

You can also add on a VIP package to that coaching service with those office hours. So say you've got Wednesdays from 8:00 AM to 10:00 AM office hours. And people can just jump in then and answer their questions. You can also offer a VIP service that could be access to you via Voxer. For example, that Mondays to Fridays, if people have got questions, they can just send you a Voxer and you answer like just one a day. That's a big key here! You want to have those boundaries set. You don't want to be hit up in Voxer like 12 times a day and then you're spending so much time in there.

Look at the voxes once a day and therefore people will be very thorough with their thoughts and what questions they have for you. And instead of asking you a little question here, you answer it. And then this is the next one. Here's the next one. It'll help them with their thought process and ask you better questions. And so for that VIP on top of the office hours coaching, that can be extra $200 a month or $500 a month or so for that VIP level.

So coaching is another service you can provide as well as consulting. So if there are businesses who have someone on their team already, who is running their Facebook ads, but just needs support, you can offer a consulting service for them.

You can catch up with them once a week. They can have access again to your Voxer and such, and you can support them. Now, that's typically not as scalable as your coaching. Like we were saying office hours, you can get as many people in. They can all join. Consulting is still more one-on-one. However, again, that would be a premium price because it's a one-on-one service. Your time is your time. You can not scale that. So again, you can charge a very good price to be able to provide that service when you have the expertise.

And then finally we have our VIP days. So this is where we've talked about in other episodes where you can do an audit service, you can do a strategy session and you can do a setup service. So this takes that to the next level. So a strategy session might typically just be for about two hours, whereas a VIP day, it could be five hours or so. And that's where it's a combination of the strategy session, but then you also go deeper into other levels so that you may really help them to map out, here's all these offers.

And what's been selling the best. What have people been opting in for. Follow the money is what I like to tell people. What have people been buying and focus on that one first and then build everything else around it with your VIP day.

That would also go into looking at, and making sure that you've got your messaging and avatar dialed in and all the other pieces. Looking at the sales page, what's on the sales page and is that talking to the avatar. So the VIP days would be a very intensive day, which again, is a premium service that people would be paying you more for because they have you exclusively for the day.

So that's four ways that you can expand on your Facebook ad expertise,including that done-for-you services. You can do coaching, which is completely scalable. Have as many people in your coaching as you want. And then also offer a VIP element for that coaching service. Because as I like to tell people, there's always people who like to sit in the front of the plane.So there'll be people who will just get the coaching program. And then there will be others who will upgrade for that VIP service on top.

Then you've got your consulting, which you do one-on-one help with someone on their team. And we've got these strategy sessions that you can also do as well. So a number of ways that you can maximize your expertise and not just be doing the time for money exchange.Yes, some of them still have an element of that, but it's a way that you're not locked into the done-for-you services, which we know can take up a lot more hours than we initially planned. And especially as we're going through iOS or the changes that roll out there and all the changes that inevitably happen with Facebook ads, we're always on our toes a bit there.

If you want to know more about making consistent 5k months as a certified elite ad manager, head over to eliteadmanager.com and check out our training, that helps you to become a certified elite ad manager and puts you ahead of the rest when it comes to providing ads for clients.

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Do you know what the difference is between Standard Events, Custom Events and Custom Conversions?

If you run ads, there's no doubt that you already know about sStandard Events and ustom Conversions as well. But something that a lot of Ad Managers don't know about are Custom Events, what are they and how are they different.

Let's just take a step back and look at each of them individually to start with. First of all, Standard Events.ow when it comes to our Facebook pixel, we have the Base Pixel. That's typically the big, long piece of code. The base pixel gets installed or depending on the software, you'll just put in your pixel ID, just that string of numbers that's for your pixel.

So we need that Pixel everywhere to start with, on all of your wWebsite assets. Everywhere that people would land off of Facebook, that's relevant to our services. We want that pixel everywhere!
Now, then we want our Standard Events which are typically events that will fire on pages that we want to track.

For example the Lead Standard Event. We would typically install that on a page where somebody will land on the opt-in and then they'll put in their email address. Then they land on the Thank You or Confirmation page. And that is where a conversion has happened. So the Standard Event, pixel would be installed on that Thank you page. And that's what we are optimizing our Conversion Campaigns for.

When we run a Conversion Campaign, that's optimized for the Lead Standard Event,, Facebook will go and find more people who are likely to opt in.. We generally use a Lead for the very easy opt-ins such as PDFs or quizzes or guides and things like that.

Then we typically use Complete Registration Standard Event on webinar funnels, for example. So something that's a bit more of a bigger ask where they're going to sit and they're going to watch an hour's training, so complete registration there. Then when you've got your high ticket funnels, you would have a submit application for when they have submitted their application form and schedule for when they have actually booked a call.

So there are a number of different options there. We used to be very limited, but we've got a few more options these days. There's also of course, purchase and initiate checkout and add to cart. So again, initiate checkout can be on the page where there is a checkout form and then purchase is going to be on that page. They land, after they have put in their credit card details, say by now the purchase event has occurred. And it's on that confirmation page. Again, depending on your software, some may have that firing for you in the backend, but typically, you know, you'll have it on a confirmation page and that's where it will fire.
How to run facebook ads for clients

So there are standard events there that Facebook has standard, and they're going to be across everybody's ad account. Now custom events are like a standard event, but they're custom. They're unique for you! So where you may have the lead standard event installed, this is where I would customize that event for a particular funnel. So say for my ad manager guide funnel, I would have lead_AMG for the ad manager guide.

That way I can keep track in Facebook in the reporting and see what the lead event has fired for that ad manager guide. Because if I've got five different funnels that all have the lead standard event firing, then it could get a bit confusing with my ads because it might see that a lead event has fired, but it hasn't been for the funnel that I intended it to be for.

Because people end up in different places on your website. The last ad they may have seen was for my ad manager guide, but they may have opted in and invited the lead event for one of my other funnels. So it was actually that one and not the manager guide, but the lead event would fire in that one. Hope I haven't lost you there!

So custom events help you keep track of your funnels. So lead_AMG for ad manager guide, then I might have lead on the school for AME for ad manager express, for example. So you can customize them. Now, these are great because they're not URL based.

You could put this custom event on any page. So therefore if you've got a funnel, for example, the ad manager guide and the URL was admanagerguide.com. It's on the thank you page of it but for some reason I've had to change the URL. I can still just use that snippet of code and put it on another URL and it will continue to fire there.

So that's what makes custom events different to custom conversions because custom conversions are typically created from a URL. So if that URL needs to change, then you'll need to create a new custom conversion for it. So custom events are super flexible, very robust. And it's just the little piece of script code that is the same as the standard event that you just customize and you can install on any URL and it will just start tracking.

So that's why I love custom events because they are very robust, not URL based and save a lot of issues like when things are URL based. Now when you create a custom event, we also need to come back and create a custom conversion. Now I just said with our custom conversions, typically when people create them, they create them based on the URL.

Now, when you create a custom event, you will select that event rather than the URL. So yes, you'll need to fire it on that page. So you'll go through your funnel, you opt in, you'll do your pixel check and you'll see that it's fired. Then come back to your custom conversions and you'll be able to see it, generally takes a few minutes, can take up to 30 minutes or so, you'll see that event there in your list.

So rather than creating a custom conversion, based off a URL, you'll just say from an event and you'll see it there in the list and you'll select it, then you'll pair it with one of the standard events. So like I said, lead_ AMG is for people who've opted in for the ad manager guide.

So I would pair that with the Facebook standard event lead. So that's how you set up your custom events over into a custom conversion. And you need to do that step because then in ads manager they'll come up in the columns. You'll want to be able to create your new reporting, a column for lead ad manager guide. So that's why you need the customer events there.

So Facebook will start being able to track them and you'll start seeing them in ads manager. Now, like I said, custom conversions. Typically people create them based on the URL. Now, if you are doing that, there's a couple of things you need to make sure you don't select equals, unless you really know what you're doing. And you're doing that for a specific reason because there's so many variations that can happen with our custom conversion URLs.

For example, with your Facebook ads, people will click on your Facebook ad, they'll go over to your page. And you've probably noticed Facebook puts in a little question mark, and then it says, FB click. And then there's a whole other string and UTM parameters and all the rest of it. So that's why custom conversions or URLs using content equals is very dangerous because they can have a lot of variations.

Some might be HTTP, some might be HTTPS. So I always recommend to people that you create your custom conversions when you're using a URL that you select contains, and you only use that part of the URL that you absolutely need. So I typically won't include HTTP or HTTPS. I would just say Jodymilward.com/TYAMG, which is thank you,ad manager guide. So I know they've landed on that page. So it contains just that part of the URL. Therefore, if it's HTTP or HTTPS, it doesn't matter if Facebook puts the question mark, if FBQ click on the rest, it doesn't matter if there's various other parameters that have been put on the end of it.

As long as it contains this part, then create that custom conversion. So that's what you need to consider there. So standard events come from Facebook, here's your standard events. Custom events, you can customize them to whatever, and you just use the same sort of script that you use for your standard events, but just customized. Then you create a custom conversion of that custom event and then custom conversions where you may use a URL.

Now, when it comes to optimizing our ads these days and our aggregated events, we can only have eight aggregated events. So that's where I would not typically use our custom events for the aggregated events. It's much safer for you to be able to use your standard events. Therefore they can be applied across any funnel. So if you've got ads running for a funnel already, and you've used custom events or custom conversions that you've optimized for, you've put them in your aggregated events, but then you're going to be launching a new funnel And you need to make changes to those aggregated events that could just throw things right out of whack for you.

So best practice if you use your standard events in your aggregated events, that's going to save you a lot less grief as you roll out additional funnels, we'll make changes, but create your custom events or your custom conversions, but ideally custom events because they're so much more robust and use them for tracking in your ads manager and use your standard events for optimizing and in your aggregated events.

If you want to know more about making consistent 5k months as a certified elite ad manager, then head over to eliteadmanager.com and discover how it's possible, the problems that are existing in the industry and the opportunities that exist for elite ad managers.

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Services to offer a potential client

What service can you offer a potential client even if they're not ready for Facebook ads?
So congratulations, you've been on a discovery call and you've spoken to a potential client to see about how you can help them with their business by running their Facebook ads.
Now sometimes not everyone is a good fit for our services and you do not want to be taking on a client for a done for you Facebook ad service, if they're not ready for Facebook ads. So what are the other services that you could offer them that can help them get to a place where they will one day soon be ready for Facebook ads.

Three things that we're going to be talking about today, let's go. So the first thing you could offer them is a strategy session. Now this is ideal if they've never run Facebook ads before, a strategy session will help them to see what assets they have in place and therefore what kind of ad funnel they would need to be able to run ads for this service.

So if they've got a coaching service, then what ads would be best in there? What assets do they already have in place that we can say, okay, great you've got this lead magnet. So we want to have this at what we call the top of funnel. And some of those terms may not even be familiar to them, but us in ad land they're language we use every day.

So it had their lead magnet here at our top of funnel. Then you could re-target them with a webinar. That's going to invite people to book a call and book them for their coaching program or the consulting services and such. So a strategy session really will help you and help them to identify what their funnel would actually look like, what assets they need in play.

Making sure that they've got email sequences lined up for when people opt in. It's amazing how many people don't have that. And they just have people opting in and they are expecting them to sign up straight away. So making sure that they've got all those assets in place, because Facebook ads is just one part of it. So a strategy session to help them see the whole big picture that you can help them identify if they've got it all together, then how can you help them with their Facebook ads? You can be saying, okay, so we've got all this. This is our strategy session. You go through it all. This would be the funnel and what would be in play. And these are the type of ads that you would need to have with this piece and this piece and this piece.

How to Run Facebook Ads for clients
And then I go great, okay, well we can get the funnel together. That's awesome. How much is it for you then to run the Facebook ads for us? So from there you can do a proposal for them and you can see what exactly needs to be done so that you know what kind of work is going to be involved for you with that.

You're well-informed, you can avoid scope creep because you've done this strategy session. They know what needs to be done. You know, what needs to be done. Things are nice and clear for you. Now offering a strategy session you know, you can do that for $300, $500, even $1,000, depending on your expertise and experience level.

You don't want to charge a thousand dollars per hour. If this is your first strategy session and you have no real experience, we want to be ethical and we want to be acting in integrity. So if you are new to it, then it would be on the lower side of the spectrum. Then if they have been running ads before doing an audit could be a great place for them to start.

They may not have the funds to pay you for your done for you service, but you can say, I can have a look under the hood for you and do an audit of the ads that have been running, go through your funnel, see where the bottlenecks are, so that you can continue to run your ads.

But you've got some further insight as to what needs to be fixed. For example, you can see, oh, you were running traffic campaigns. When you should have been running conversion campaigns, or you were running these conversion campaigns and the click-through rate on the ads was only 0.3. We need that to be up around 1%. And we can do that by, you know, different copy, different creative, try different audiences. So offering an audit of what their ads have been doing, what their funnel has been doing would be immensely valuable so that they can go and implement what you've identified in the audit. They can see where now this has had an amazing result. Our conversion rate has gone from like 1% up to 4%.

This is amazing! And then there is a position where they can afford your done for you services. So another great option for you there. And again, with an audit, they can charge anywhere between $300 up to $2,000 based on the funnel, the client and your expertise level.

And a third thing that you can be offering is a set up service. So there is so much going on at the moment with domain verification, aggregated events and all the changes that are upon us with iOS and just the constant changing face of the Facebook platform. So by providing a setup service that can fast track your clients to be able to be in a position where they can start running some ads themselves.

So what would that entail? Well, you'd just get on a quick call with them to set up, you know, to get into their business manager, because there's things that you'll need to set up in their business manager. And once you have access to that, then you can get off the zoom call or whatever and go and set things up.

So that would be setting up domain verification, setting up aggregated events, making sure the pixel is set up on there and on the whole website. Ideally if they've got WordPress or something, installing pixel my site, making sure you've got conversion events installed on the relevant pages for the funnel that they're rolling out.

And then also putting ads into their ads manager, loading up campaigns, loading up ad shells. If they've got the copy and creative already, then you can just load that all up so that you can have everything set up for them ready to go. That would only take you a day or so. And it provides amazing value for them because seriously, a lot of people who don't know ads manager who are not living and breathing Facebook ads every day, it's a struggle.

It can take them a really long time. So this setup service is such a valuable thing to be able to offer them. And again, depending on you, your clients and your level of expertise would vary what you would charge for that. So maybe 300, 500 or a thousand dollars a day, that's complete in the offer, the setup service.

Which like I said, you could get done in a day. So that's three things that you can be able to offer to people who you've got on that discovery call with, and they're not ready for the done for you services, or they don't have the budget for the done-for-you services. You can offer them a strategy session. You can offer them an audit or you can offer them a set up service.

So you don't always have to just get a client on board for done for you services as an ad manager. Your expertise is so valuable. There's a whole spectrum of things that you can offer to their businesses. That's going to be immensely valuable to them and can help turn around their Facebook marketing efforts where there's been bottlenecks in the past. You can identify things that haven't been identified before and make a massive difference to their business.

So think a bit outside of the box. What else can you offer? What services have you been doing for clients that maybe they don't even know about that you can go, Hey, I can just offer this as a service. There are so many out there, but I've given you just three today. So if you want to know anything more about becoming an ad manager or even more so an elite ad manager, head over to eliteadmanager.com and learn more about our certification program and how we help you to make consistent five figure months running ads for clients. That's it for today. Look forward to seeing you next time.

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Does your ad headline have a hook?

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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HELP! My ads aren’t converting!

My ads aren't converting!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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How do I increase my prices for my Ad Management Services?

How do I increase the prices of my ad management services?

That's a question I hear a lot. So in my Elite Ad Manager Certification, I am often asked by those students, how do I increase the prices of my ad management services to those clients that I've been working with for some time?

Now, this is such a common question because when you start out as an ad manager, typically you are charging maybe $500 a month or a thousand dollars a month. You got your training wheels on, you're wanting to get some case studies and experience and you sort of take anybody on. And honestly, our confidence in managing campaigns for clients is probably not right out there.

We want to get that experience and we want to have boots on the ground so that we know what we're doing. We're in those campaigns and we're happy to do it for $500, because it's getting that experience and getting those case studies. But it comes to a point where you've got that experience. You've got the case studies, you've got results for clients, and your expertise has gone from here to up here. So you should be charging more for your services, but what do you do with those clients who are just those regulars? They locked in at that lower rate.

What do you do? How do you get them to move along that journey with you to increase your prices to $2,000 a month or $3,000 a month? Granted, that is quite a jump. If you are just charging $500 a month. So it's a matter of having a process and a way to do it rather than just ringing them up or sending them a new agreement, saying our prices have gone up, here they are. If you've been working with these clients, especially for some time. You have a relationship with them and say therefore, communicating with them is going to be such a valuable part of it.

How to run facebook ads for clients
And it's that valuable and essential part of the sales process as well. So these are just some of the tips that I have learned along the way from the sales queen, as I call her Renee Hribar, who also helps out with our Elite ad managers to bring her 20 plus years of sales experience. She has what's called a point method. And I've used this myself with clients and it works beautifully.

So one of the first things you need to do is to have a progress meeting. So instead of just, like I said, out of the blue, sending an invoice or saying, we're upping our prices, have a call with your client.
So tee that up. And ideally when you take a client on board, it's always a great idea to schedule a progress call before your first term of agreement is up so that you can communicate things. And if at that point your scope for the services you're providing has blown out, then you can address it right there and then rather than continuing on doing extra work and therefore feeling possibly a bit resentful in all this work that you're doing.

So tee up these progress meetings and on those meetings, what you can do is you can lay out all of the things that were in the original scope documents. So that agreement, when you first took someone on board, these are the things that we're doing in this meeting. It's an opportunity for you to go and I've also been doing XYZed and all these other pieces that inevitably you end up doing as ad managers.

Maybe it's writing the ad copy. Maybe it's organizing images and creative, maybe it's going in and fixing their landing page or doing something with their CRM. A lot of these things tend to be inevitable when we're running ads for clients into these other assets. So laying out all these additional things can be a way for you to say,
we're doing this, this, this, this, and this. And therefore your client goes, Oh, wow, you're doing all that as well. That's all extra. Wow. That's great value. That's amazing. Yes, it is great value and therefore we would like to also be able to add in X, Y, and Zed, like these are other opportunities that we see aren't getting missed.

Like for example, if they just have a lead magnet funnel and you've been getting leads for them, and they've been following up with calls and you've got some retargeting strategies in play. Are there other opportunities that you see can be brought in that can help them to further establish those leads, like maybe incorporating another funnel? You might say, I think it's time we've been getting leads in this way. This is great. It may be time to also incorporate XYZed. And bring in another strategy. So you're increasing the value, possibly not that much work for you because you've probably already been doing a lot of it already. But there may just be like an extra campaign that you could be bringing in there as well for them to get additional leads and increase their revenue even further.

So outlying the extras that you have been doing, and also looking at opportunities that can be brought in to further enhance their results. And so by doing all this, by presenting that extra value just initially from the extra work and showing them the extra work that you've been doing, that is just enough for you to be able to say, okay, so as you can see, we've covered a lot of ground here. And we have been doing all of these extra ones.

So we have been looking at our pricing model and we do need to increase our prices. But as you can see here, we've been providing a lot of this extra value to you already for just this price. So I'd like to propose that we do increase these prices to whatever that may be so that we can really make sure that you are looked after we can continue to serve you and do all these additional ones that we have been doing for you previously for this price, so that you are in the best position moving forward and continuing on to be getting these leads and these sales for your business. And then also, if they are interested in these other angles, these other opportunities that you have identified. Then that also gives you the scope to then be able to add an extra, perhaps $500 or just a bit extra into those services.

So while you've identified, these are the ones that we can do. And this is what we have been doing for this price, bringing this into it as well will be a great way to capitalize on all this other work that we've been doing. And that's for this price. So presenting the value is such an essential part of your price increase.

Now not everyone is going to say yes, not everyone is going to go, Oh right. I'm happy to pay more money and here we go. You will get clients that do, you will get clients who have seen your value when perhaps you have not. And they've just been happy to pay $500 a month and go, oh she should be charging more than that, but okay. I'll take it. So if you do have clients that go, I'm not paying that. That's fine. Feel free to say, okay, well, it's been great working with you. Unfortunately, we can't continue to do this at $500 per month. We do need to do this. So therefore, if that's not going to be fitting in with your budget, then we'll just need to look at, off-boarding you in the next couple of weeks. Or whenever their agreement is ending, that is fine. Don't panic about it. Because when you do release those lower tier clients, you are making space for those clients who are ready to come in and pay you at what you're worth.

With your years of experience and knowledge that you've been bringing in, you make that space for new people to come in and you'll be so glad that you do. Even if you've got a $500 a month client that is just basically there and you barely have to touch their campaigns, there is still weekly reporting. There is still contact with them. There is Headspace, mental space that those smaller tiered clients take up that if you release them, you'll feel a lot better. You'll have more Headspace to be able to bring in a new premium client who will pay you what you're worth.

So that's how you can increase your prices for your existing clients and position it in a way that is more likely to get them to say yes and continue working with you. And if they don't, that's fine as well, release them and welcome in those new clients.

If you want to know more, if you need support for running ad campaigns for the info product and digital course niche, head over to JodyMilward.com/innercircle and check out the ad manager inner circle. That is where we provide support to ad managers so that they can troubleshoot their campaigns,optimize their campaigns, and be set for success as they work with clients running their Facebook ads. So head over, we'd love to see you and support you in the inner circle.

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Ad Account Restricted! Now what?

Ad account restricted!
No! it's something that sends chills down the spine of anybody running ads on Facebook, especially if you're an ad manager.

So there are four ways that we can be disabled or banned from advertising on Facebook.
And that is our personal profile, the business page, the ad account, or the business manager. Now each of those ways have their own issues and circumstances and possible workarounds. And that's what we're going to be looking into. So ready, number one, the personal profile. This one is actually the biggest nuisance because according to Facebook terms, you're only allowed to have one personal profile.

So I hope, you know, someone that you're really chummy with now to protect yourself in case your personal profile is restricted from advertising. You need to act before it's too late. You need to make sure that you are not the only one with admin access to advertising assets and your business page. Make sure there is someone else with admin access to that page.

To the ad account, you need to make sure that you're not the only one who has access to the ad account and to the business manager. Again, make sure you're not the only one with admin access to the business manager, because if your profile is restricted, then you cannot go in and make any changes to those assets. You cannot go in and then add someone as an admin to your business manager.

You can not go in and make changes to your ad account. So make sure that you have someone else who is assigned admin to all those assets as well. That's what I would say, setting up an insurance policy so that if things go down, you're not left wondering what am I going to do now. You've set things up so making sure people have access to those assets.

And if it is your profile that has been restricted, you need to be reaching out to Facebook to talk to them and try and resolve it. Facebook loves automation and their bots are overzealous. Their bots are going through and disapproving things left, right and center. So it's that matter of reaching out to Facebook and asking for a manual review, the wording that you typically would say is that it appears that the bots have triggered a false positive, and we would like to request a manual review. So make sure that you reach out to Facebook, you get on chat support, you submit the tickets and try and follow up. Now they may respond back again with an automated reply, just keep reaching out, be persistent and get it resolved. In the meantime, while all that's going on, this trusted person that you know, can access those assets that you possibly can't. So your advertising can still go on while you've got all this other that you're trying to sort out.

Number two is the business page. A page could be restricted from advertising and again, bots are very common with this issue. So again, you'll be reaching out to Facebook if this has been an issue, but reasons why might genuinely be restricted is if you have consistently been posting content that is against community standards. For example, the get rich quick kind of schemes, even though that's ad terms and policies. If you're putting a lot of that on your page then Facebook is not going to be your friend. If your page quality is low in that, you've got a lot of negative feedback on it. Then again, Facebook is not going to be happy with it. You can go and check out your page quality and see what it says there. But again, a lot of times I see it getting our pages restricted, just because of bot errors. There may be reasons where our credit cards may have just been declined because they're new cards. And so the bank's not familiar with them or addresses can be issues or various other things. So there's a number of reasons why. Reach out to Facebook, see about getting it resolved.

How to run facebook ads for clients

Your backup for this one could be to have another page up and running and ready so that if one page goes down, you've got another one. And that other one we'll get back to in just a minute, when we talk about the business manager, but having another page that you can just go to set up your ads is a good insurance policy. Because pages are not connected to an ad account. You can run ads from any ad account from any page. I've seen people do it accidentally, they've run ads and they've attached another page to the ad. So that's one of your lesser problems there. If you've got a lot of great quality, great content and such on the page and a lot of engagement, yes, it may be a bit of an uphill battle, but that's probably the least of your concerns out of these four disablements or restrictions.

Number three is the ad account is getting shut down or has been shut down. Again, overzealous bots are doing this all the time. So reaching out to Facebook again, saying to them that it appears the bots have triggered a false positive, and you would like to request a manual review. It might come back and say, well the landing page was an issue. And if you know the landing page is an issue, keep reaching out, striving to tell them that yes, you strive to be compliant. So what do you do about ad accounts that get shut down? Well, this is where you have another ad account up and running and ready to go. So it's much easier to have this set up beforehand rather than when you get shut down.

And then you try and set it all up because Facebook may ping you for circumventing policies. So having your other ad accounts set up, don't do it in the same business manager, have it in another business manager. That way in case something happens to business manager number one, you have another business manager up and running now. In that business manager with that ad account, that ad account can be running ads from your backup page. So you've got a backup ad account and a backup page that you can just be putting a dollar a day through so that the page is getting some traffic and engagement. The ad account is putting some spin through it and building up trust with Facebook that yes, you pay your bills and you being a good citizen and you're putting out good content. So if your ad account gets shut down. Ideally, you've got another ad account up and running. And with that ad account in the backup business manager, your backup ad account needs to also have a backup pixel. And that pixel gets installed with the pixel from your main working account.

So you'll have two pixels over on one page getting all that data and all that tracking. Because again, if the ad account gets shut down, you can't do anything with it, right. You're dead in the water. So make sure you have that backup ad account as your insurance policy.

And then number four, the business managers, so if a business manager gets shut down,
then all the assets in it are shut down as well. That's why we set up our backup ad account into another business manager so that it can still be accessed in case one business manager goes down. Now with that, don't you create that business manager as well. So don't you own both of those business managers with the assets in them. Because if we go back to your personal profile being shut down, then that's two business managers that you cannot access or may get shut down along with you. So the second business manager, the backup insurance business manager, make sure that it is owned by somebody else that you trust. So it could be a partner, life partner, business partner, someone that you trust creates that business manager.

And therefore you've got your ad account over there, just ticking away. And that's where if business manager one does get shut down. If you're an ad manager and you're running ads for clients, then the backup business manager then gets partnered with your clients, with their business managers. And so you've had ad spin going through there, building up trust with Facebook.

Because if you just go and set up a business manager, it's going to take a couple of weeks for you to be able to request access to other assets. So you will have two weeks where you won't be able to access your client's accounts from a business manager, other than being added into their business manager, which if your profile was an issue you wouldn't be able to do anyway. So you'll have that backup business manager ticking along. So it's spending money, Facebook's liking it. And if business manager one is shut down, you can just go to your clients. Hey, here's this link, partner with this business manager, they can partner up and you can get running again in no time.

So personal profile, page restrictions, ad account shut downs and business manager shut down. So the four big ones that we need to look out for anyone who is running Facebook ads, making sure you have those insurance policies in place. Someone else that you could trust, who has access to the page, the ad account, to the business manager, as well as creating that separate business manager that someone else creates with the backup ad account in there as well back up pixel. And that pixel is installed over on all your website assets as well.

Now, as always, reach out to Facebook, chances are that it was in error that the bots have got carried away and shut things down. Appeal, appeal, appeal, even though they may say our decision is final. Keep knocking on that door. Be persistent. Use those terminologies that the, you know, the bots triggered a false positive. We're requesting a manual review. And just keep knocking on Facebook door. It can take a little while, which can be very frustrating. So having those extra insurance policies in place will certainly help you through as you get to the bottom of it and get things resolved.

If you are looking for support running Facebook ads for coaches and digital courses, then head over and join my inner circle at jodymilward.com/innercircle. It's an amazing community for digital unicorns as we call them who are crushing it with Facebook ads or being crushed with Facebook ads. We are there to provide support. We have eyes on your ad accounts twice a week with our ad clinics, and we are there all the time where you can drop in a question and get amazing support, not just from the coaches in there, but also the amazing community in there. Facebook ads can be tough. Don't go it alone. We're here to support you along the way.

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How do you avoid unexpected surprises when you take on a new client for your ad management services?

 
So what happens to many, many ad managers they'll get a new client on board, and then they get access to the ads manager. They start investigating their clients funnels or lack thereof, and discover that they are in for a bit of a nightmare when it comes to tidying things up, putting things together, having to build a landing page and all the rest of the stuff that goes with running Facebook ads. This is something that I've heard from a lot of ad managers and some conversations we've had recently over in my inner circle membership, where we have lots of ad managers in there sharing their expertise and asking lots of questions and getting the support they need as an ad manager. Now, one of the things that I really recommend before you take an ad client on board is to have a look under the hood. You need to know what you're getting yourself into, right? 

While you'll have a client that might come on board and they'll say oh yeah, we were running some ads and XYZed and everything was going good. I just don't want to do it all myself. Then if you just take them on board without seeing their funnel, without seeing their ads manager backend, you don't know what you're getting yourself in for.

So when you have your initial conversations with clients, the directions that I like to take and that I'm teaching the students in my elite ad manager program is to have two options. First of all, get on a call, have a bit of a Q & A like just 20 minutes tops hearing about their stories with their Facebook ads. Why they've reached out to you cause obviously they're in some sort of pain that they want to get resolved. So that's why they're on the phone with you.

So you can learn a bit more about them, a bit more about their business, and initially to see if they may be a good fit for your business. From there, you'll go. Okay. Look, I would love to know some more. I've got some more questions. Let's jump on another call. And then from that call is when you're positioning the direction that you're going to be taking.

How to run facebook ads for clients

And it depends on two things. One, if they have run Facebook ads before two, if they have not run Facebook ads before now, you might think, Oh, they haven't run Facebook ads before. There's nothing to check in their ads manager. There's nothing to do. I'll just get them on board and away we go. You need to make sure that they have assets in place that they have a strategy to be running their Facebook ads, whether it is initially off to a funnel, or if they don't even have a funnel, what they could be doing, they could just be doing audience building campaigns. While they're waiting for a funnel to get built. 

So there's a strategy that you could be working on with them to get in a position where they can run their Facebook ads. So going from those initial calls and offering them a strategy session is a great way for you to establish the route that they're going to need to take, to get started with Facebook ads. Now that may also be including whether they need a landing page. They may need a lead magnet. They may need an email CRM. Even if you're doing lead form ads on Facebook, getting it hooked up with Zapier and over to the CRM. All those things need to be accounted for. And that's where you as an ad manager need to be aware because one, it may come back to you to create them or two you'll need to refer it to them and their team to create all. 

Or three, if you are taking that on board, then charging your services accordingly, either to cover your own time, to do all of that, or to outsource it to someone who is, you know, well-skilled in setting all that up for you so that you can focus on your ad management, if that's what you choose. And then you've got someone else that you can outsource tech stuff and funnel builds and such. So having a strategy session where you sit down, you lay everything out with them, what they have in place at the moment, and therefore get a framework for what they're going to need. And that framework they can either take off and go and do themselves and implement that's fine.

Or they can say that is way too much stuff. I would love to just pay you to do that for me, which happens a lot of the time. Now with these strategy sessions, are they free or are they paid? It depends where you are in your journey. Okay? If you are just starting out, you may want to do a couple for free just to get some notches on your belt.

Now that could be to some friends that, you know, even some other business owners posted on your Facebook page, that you know, you're offering a couple of strategy sessions you're getting started. And so if you've got a business reach out, I'd love to do a couple with you. And then they could be case studies or testimonials for you. Or you could just charge like a hundred dollars.

So even getting a hundred dollars to be doing this is a great experience for you. It's paying you a bit for your time, as well as showing a level of commitment from your client or potential client that they're willing to invest in you and in their services, in their marketing.  So a strategy session is a fantastic way for you to look under the hood, see what's going on. Now, if they have been running ads, then you want to be looking in their ads manager. So from that second call, that's where you would be going on to promote an audit. So that audit is a great way for you to go in, see what ads have been running and see where they have been sending their traffic to.

You can also then see, have they been using their pixels correctly? Yes or no. Have they even been using any pixels? Have they been using the right objectives? So again, from there, you've got great insight into what's going to need to be done on their ad account to start making things work better. 

Also, it gives you a chance to show your expertise by saying look, did you know that you were running traffic campaigns when you were actually wanting people to opt in for your lead magnet? We need to be running conversion campaigns that'll work much more effectively for you.  So making sure that you pick up little things like that, you can present back to them and they go, Holy cow. She knows what she's talking about.

Positioning yourself as the authority there. Now, again, this I recommend is a paid audit, but if you're starting out and want to get some experience you can do a strategy session. You could just post on your page, Any business owners that have been running Facebook ads. I am wanting to do a couple of audits. Again, they can be case studies, testimonials, some practice ones, or even again, charge a hundred dollars. But workup as you can charge $1000 or $2,000 for these audits.  People know the value of them because one sale could cover the cost of the audit. So strategy sessions and audits are two ways that I really recommend before you take on a new ad management client, you need to do those.

So you can see what's under the hood and know what you are in for. You can either then be saying, okay, this is what needs to be done for either the strategy session or the audit. Give that back to the potential client. They can run off and do it themselves. If you've charged for the audit, you've been paid either way. So your time is covered. Otherwise you can offer to do the Facebook ads or to implement it all. And here it is, it's all laid out. This is the price point for it. And they'll say, great. I'll love to get you to do them for me. 

So in order to avoid getting yourself into those situations, getting clients on board that don't have a funnel and having to do a quick bit of a funnel build because you’re charging them for ads. And, you need somewhere to run ads to and get results. You know what you need to do. You can charge accordingly so that therefore your business is more profitable and you're not spending hours and hours on one account and not being paid accordingly for it.

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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:
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Facebook @JodyMilward
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Download The Quick Start Guide To Becoming In Demand Ad Manager https://jodymilward.com/guide

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