The Best Low-Cost or No-Cost Tools You Need

The best low-cost or no-cost tools you need to provide Facebook ad management services for clients

Wondering what low-cost or no-cost tools you need to provide Facebook ad management services for clients? Well, that's what we're talking about today in this episode of online confidential, where I take you behind the scenes to talk about secret ad manager business.

So when you're running a business, you want your overhead to be as low as possible so that your profits can be as high as possible. That's what we want for ad managers. So what tools do you need to be able to effectively provide an ad management service to your clients as well as not break the bank for you?

Let's just consider, first of all, if you are going heavy into lead generation, that you're spending a hundred dollars a day on your Facebook ads or more to just get people opting in.
Your expenses will be a bit more with the software that you will require because you're going to need very heavy automations and some sophisticated software that's going to be filtering out leads.

We're not really going to be diving into that one today because I focus on helping freelancers and ad managers have what I call like a boutique agency, where you're working intimately and exclusively with just a handful of clients so that you're not going to need these big, heavy automations.

We're keeping things personal, and we're giving a white-glove service to our clients. So what tools do you need to be able to do that? Well, honestly, you can get this underway with free tools, like just using Google software. So for example, people want to book a call with you. Now, one of the biggest mistakes I see a lot of ad managers and service providers making is that when someone reaches out or you've got the opportunity to talk to somebody, to figure out if they're a good fit for your service, they will just drop their calendar link, you know, like Calendly or ScheduleOnce, or something like that. And they'll say, “Sure, hey, book a call. Here's my calendar link.” And they drop that link, and then it’s, like, off in the habeas. It's like a ghost town. It's like, what if they don't book a call? It makes it a bit more awkward for you, doesn't it?

And you're sitting there going, “Oh, I wonder if they're going to book.” What are you going to do? You gave them the link. They should book, but they don't. So it's just a one-way conversation going, and you've left things out of control.

So one of the best things to do and what we teach our ad managers in the Elite Ad Manager Certification is to communicate with them and offer them a couple of times that are on your calendar.
How to run facebook ads for clients

That way, if they want to line up a call, you respond and say, “Hey, that's great. I've got 3:30 p.m. on Wednesday, or I've got 10:30 a.m. on Thursday. Which one of those suit you?” And 90% of the time they'll come back and reply with one of those times you've offered. Then you'll just send a reply saying, “Awesome. I'll send you the calendar link.” And off it goes. You can just use your Google calendar integrated, like, with Zoom, which is free. Or you can even use Google Hangouts, which is also free. And you just integrate that into the booking. You send off a calendar invite to their email and make sure they get a notification one day before and also 10 minutes before. And that's all done. It's all free. It's right there for you.

You stayed in control as well. You haven't just dropped your link and ran. You've been able to offer these times and have shown them a premium level of service. Not just feeling like here's my link, book it yourself. And off you go to white-glove service right at the start.

And they've booked their time. Very personable. So your Google calendar is the number one thing that you can use for free to be able to get people to book a time with you. You can also have an application form if you want to have them provide some details before the call. That way, you can go and check them out beforehand, show them some love, and opt in for their email list and such. Use a Google form, which is free, and you can just put some questions in after they've booked a time. You can say, “Awesome. Great. We're all booked in. By the way, so that we can get the most out of this call, could you just quickly fill in this form so I can review a few things before we actually get on the call and we can hit the ground running?” So a Google form is nice and easy. That's a couple of free things that you can do right there.

One thing that you will have to pay for (which I recommend) is a document signing software. So after you have your call, they love what you're doing, and they're going, “Yes, we want to come on board.” You'll be sending them an agreement. Now, it’s very important that an agreement is easy for them to sign. I mean, I cannot believe the number of organizations and people that will send me something that's just in a Google doc these days.

And I'm supposed to print it, scan it, take a photo of it, and send it back? That's hard work these days, right? We just want an e-sign document, thank you very much! So provide that to your clients and make it easy. Show them that you're all about making their life easier. And you can do that really cheaply.

I like to use 17hats, which we'll talk about in just a moment as well, but there are some document signing options (I think it's E- or DocuSign) or something. There's loads of them out there where it might just be $7 a month or so, but that's a very important piece of software that you will need.

Your contracts will save you in times of things getting a bit confusing or out of hand, and you'll always be able to refer back to them. So make it easy for your client to sign. And so that, you know, you don't get started and go, “Oh, by the way, I haven't got that contract signed.” Hello!

Now when you've got them on board and you're going to have to do some reporting, there are lots of different reporting software options out there. And again, if you are scaling things up and you've got lots of clients on board, you know, 10, 15, 20, you've got a whole team in play, then yes, you likely are going to want a paid service. However, I've tried those before and they've been good to be an automated kind of process.

But again, a boutique agency working with a limited number of clients, you can just do the reporting with just a spreadsheet. You can get their numbers from ads manager each week. You can do an export of the reports and just copy and paste numbers over into your spreadsheet. And that's where with my Elite Ad Manager Certification, we've got these templates and reporting spreadsheets so that they can just put the numbers in. And then we see what's green, red, or yellow. We can see what's working well. Awesome! We can see what's in the yellow and go, “Okay, we need to watch this.” We can see what's red and identify things that need to be changed, or a major bottleneck that needs to be worked on.

So just putting the numbers in, we automatically populate those colors and we can see where the blockages are in the funnel. A spreadsheet is free, right? Again, Google sheets, super easy, nice and easy to use. Then also you can use your Google folders as well for your client documentation. Again, you don't need to be paying for any software for that.

So lots of free options there for you. Now, let's look at some low-cost options. There are a number of great services that can help you combine a few of those things together. If you are sending out your e-documents that you're wanting people to sign where there there's quotes, proposals, and then the service agreements, they can do that. They can also incorporate some project management.

They can also incorporate calendars and some forms. And like I said earlier, 17hats is one of the tools that you can use there. That's the one that I use. And it's a great little piece of software. There's various pricing options that can support you at various stages in your business. You can put all your contacts in there. So your new leads and your new clients. You send through a proposal, they can sign it, and automatically it sends them a service agreement. You can send them invoices as well.

So 17hats is great for that. Another one is HoneyBook, and another is Dubsado. I haven't actually used HoneyBook or Dubsado, like I said, I'm a 17hats kind of girl, but they all do fairly similar kinds of things. You can have your forms and your documents clients need to sign, and you can send off invoices and also have calendars integrated.

So minimal costs there. I think they can start at, say, about $9 per month or so, or $13 per month. And if you're in business, you really need to expect to have some expenses. Seriously, $13 or so a month is just a couple of coffees. So there's no excuse why you couldn't use a service like that to make your life just a bit more streamlined and easier.

I would one-hundred percent keep the white-glove service going when you're organizing that first time to talk with your client. Offer them a couple of times; never just drop your calendar link. It makes it so much easier for you to get back to them the next day or the day after. “Hey, just circling back those two times that I offered to you. One of them's gone. So I'm just wanting to make sure that I can get you in this week.”

So there's a couple of tools that you can tap into right now that are free, and a couple that just have a very minimal, low cost to be able to help you to provide a service that can help you make consistent five-figure months. Now, if you want to learn more about that and how you can make consistent five-figure months as an Elite Ad Manager, then I invite you to head over to and learn more about what it is that you need to do to be able to provide this service to clients.

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What’s the Best Campaign to Use for Your Facebook Ads?

If you go into Ads Manager to launch a campaign, you're going to see that there are a number of different campaign objectives that you can select from.

And Facebook has them all neatly bundled for us into awareness, consideration, and conversion. But sometimes you may be wondering which objective you should use because your goals or retargeting may be a bit different. So what campaigns should you use out of all the ones there? I've probably only used about five. There are some campaign objectives that I have never used.

First of all, we need to consider what the objective is for our ads. Are we wanting someone to come in and opt in, or do we want them to come in and purchase? If that's the case, then you want to be selecting a conversion campaign so Facebook will find those people who are likely to convert. And then for our conversion campaigns, that's where we'll select a standard event at the ad set level for the objective that we're wanting to achieve.

So say if it's opt-ins, you may have the lead standard event installed on that Thank You page. So the lead standard event fires when someone opts in, and you'll have a conversion campaign that's optimized for leads. With that standard event, if you are getting people to purchase something, you'll likely have that purchase event firing on that confirmation page.

At the ad-set level, you'll change that optimization to be purchases because that's the standard event that would be firing on that confirmation page. So again, it's a conversion campaign that's optimized for purchases. Now, conversion campaigns are great, so that's what so many advertisers go out and do. They are wanting people to take action to opt in and build their lists.

How to Run Facebook Ads for clients
They're wanting people to purchase. They're wanting people to apply to book a call. So conversion campaigns are super popular and therefore super competitive. They can be some of our most costly campaigns, so you've got a higher CPM. A lot of people are in there because that's targeting that section of the audience that is just hot and ready to take action.

So conversion campaigns are very, very competitive, but it's the campaign that you want to select. If you're wanting people to opt in, wanting people to purchase, then you want them to convert and take action.

Now, one of the other campaign objectives we have is traffic. This is one that a lot of people will get confused with because they'll want to be sending traffic from Facebook over to their website, but they want them to opt in. So they may think, “Well, I'm sending traffic; I'm sending them over to my website. So I'll just select a traffic campaign.” If you're wanting people to opt in, your best bet is to still use a conversion campaign that's optimized for that event that you want to fire, lead purchase, or whatever it may be. A traffic campaign will do just that.

Facebook will send that ad to people who are more likely to click a link and just go to your website, but not necessarily to take any action or convert or anything like that. And quite often I see traffic campaigns do exactly that. They get people to a website, but they don't convert. They don't opt in.

So use a conversion campaign whenever you're wanting people to opt in. Use a traffic campaign when you're wanting to get people to your site. With traffic campaigns, you need to optimize them for landing page views. A traffic campaign will normally default to link clicks, which means Facebook is going to send it to people who are likely to just click on your link. But you will have a huge drop-off rate between people who click the link and people who actually land on the page.

At the bottom of your ad set level, you'll need to change it from link clicks to landing page views so that you actually get people who are more likely to click the link and wait for the landing page to load and at least see what's on the page. So a traffic campaign is good if you just want to get people over to, say, a blog post to read. Or maybe it's part of a retargeting strategy where you're getting them over to learn a bit more, and then you've got ads that are following up to get them to convert or purchase or whatever it may be.

Traffic campaigns are also handy for a bottom-of-funnel re-targeting ad. So if you've been getting people over to a sales page and they haven't purchased, then you want to get your ads out in front of them again. And depending on the audience size, a conversion campaign, even though you want them to come over and convert, may not feed out so well. So using a traffic campaign (if you've already filtered your audience to start with) with a conversion campaign to get people over to purchase, but then they haven't, you've done that filtering already.

So now we just want your ads to get in front of as many people as possible. A traffic campaign that's targeting that audience may be more effective to get people back over to the site, because like I said, we filtered them in the first place. They're more likely to convert, but let's just get them back.

A traffic campaign gets people to a blog post or over to read something or as part of a bottom-of-funnel strategy. I do actually love to combine a number of campaigns for my bottom-of-funnel. So I may have a conversion campaign and a traffic campaign and another campaign, all targeting bottom-of-funnel audiences so that I keep the bottom of the funnel nice and wide.

So that's a conversion campaign and a traffic campaign. Then we've also got an engagement campaign. These are great to get out in front of your audience and to find those people who are likely to engage with your posts; this puts some social proof on your ads and Facebook. I love social proof, and it also looks good for your ads as well. But it also creates an audience for you. A custom audience of people who have engaged with any post or ad. And they're great audiences. I find them to work really well again in re-targeting strategies.

With engagement campaigns, Facebook is finding that audience of people who are likely to engage with your ads. So they're great again at the top of funnel.

You can get some content out in front of your desired audience that may be cheaper than a conversion campaign. So you'd go out and build an audience up first, who you then re-target to come over and convert. And those engagement campaigns, like I said, you can then build up your audiences of people who have engaged with any post or ad so that you can retarget them.

Engagement campaigns are also great at the bottom of funnel. Like I said, keep it nice and wide. So you may have a conversion campaign, a traffic campaign, and an engagement campaign. You'll find with your engagement campaigns, you'll get a low click-through rate because they're not designed to go to people who are likely to click, but you will still get people clicking on them as long as your ad copy is good.

And you got a great creative and a great hook. So that's engagement campaigns, video campaigns, and video view campaigns. Facebook will send them off to people who are more likely to watch a video. So if you've got a great little content piece and people often ask how long should a video be? Well, as long as it needs to be to engage with your audience, give them value, and entertain them.

Video view campaigns are great to build an audience of people who have watched your video. And that can be from three seconds, 25%, 50%, 75%, or a hundred percent of your videos. So there's lots of different points in there. And obviously people who have watched more of your video are going to be more interested in what it is that you have to offer. So again, retarget different sections of the video of your audience.

Now, when it comes to videos, just because you may have the video in your ad does not mean that you select a video view campaign. Again, if you're wanting people to convert or opt in for a webinar, and you've got a video in the ad, don't use a video view campaign.

I mean, try it and test it for sure. You'll get a low click-through, and you might actually get a good cost-per-conversion. So test and see. But ultimately, if there's video in your ad and you want people to convert, you're still using a conversion campaign. If you get conversions from your video views, then that's great. That's a bonus! So video views, video view campaigns are for people who you want to watch the videos. But if you want them to convert, still use a conversion campaign.

Now, a note on our videos when you're using it to build an audience and retarget them, make sure you keep the placements to Facebook and Instagram. That way, Facebook will build those audiences, those custom audiences that you choose of people who've watched, whatever that percentage is, or 15 seconds, of the ThruPlays of your videos. If you select all placements, Facebook can't retarget those video views. So a very important thing to note there. If you're using your videos to build an audience, keep them on Facebook and Instagram.

And then finally, the reach campaigns. I love reach campaigns! Even though Facebook has them up as a brand awareness objective, it’s good to get out there and reach as many people as possible. I actually love to use them. Retargeting in what I call a nurture sequence, where people who are in your world, in your sphere, you are continuing to retarget this audience for the next 30, 60, 90, 180, 365 days, depending on what placement you're retargeting. So reach campaigns are great because of their frequency. You can create an ad and it will get delivered to your audience.

Maybe once every five days or seven days, or once every three days, whatever you choose. You can choose the frequency, which is beautiful. So you can just pop up in their newsfeed with different content pieces rather than hammering them day after day with the same ad. So that's why I really love reach campaigns. They're more for nurturing, retargeting, and putting different content pieces there in front of your audience. You can put a testimonial in there, a behind-the-scenes, living-life kind of content piece, a philosophical content piece, or anything else that portrays your values so that you are nurturing your audience.

Then as you're using those reach campaigns, you're getting back out in front of your audience. You also pepper in some conversion campaigns. So 60 days down the track after they've registered for your webinar and they are seeing all your content pieces in your reach campaigns, you can invite them back to book a call or invite them back to purchase something else because they're seeing it every day in the newsfeed with all these relevant bits of information that is continuing to build your affinity authority and trust with your ideal clients.

And that's it! That's the five campaigns that I've used typically every day with all clients and with my own funnels, conversion campaigns, traffic campaigns, engagement, video view, and reach campaigns.

If you would like to know more about ad strategies and what strategies to use, I've got nine different strategies that I talk about in the Elite Ad Manager certification. If you want to know more about that, head over to and grab your seat and find out how the Elite Ad Manager can help you to consistently hit five-figure months.

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PSA: Why You Should “Allow Tracking” Despite What Apple May Suggest

If you are an iPhone user, chances are you’ve updated to the latest operating system – iOS14. Then, as your apps have updated, you may have seen a little prompt that says something like
“This app would like permission to track you across their app and other websites”.
And then the choice is yours. You can allow or not allow the app to track.

Perhaps in that moment you see Mel Gibson yelling “FREEDOM” and you feel giddy with power as you ‘stick it to the man’ and you tap “Ask App Not to Track”.

And with that new sense of empowerment, you open up Airbnb and start looking for accommodations for your next dream vacation.

One hour later, feeling completely overwhelmed at so many options but not finding the right one, you head over to Facebook to watch some funny cat videos and see what your friends from high school are doing 20 years on.

And in your newsfeed you’re getting ads for:
Denture clinics ????
Toddler toys ????
Mobility scooters ????
Incontinence pads ???? ????

Wouldn’t you rather be getting ads from Expedia,, Airbnb, or swanky resorts with all the features you’ve been trying to find for your well-earned break?

AND… they have deals going…
Get seven nights for the price of five ????
Breakfasts included ???? ????
Complimentary bottle of champaign on arrival ????

A personally curated newsfeed based on things you ARE interested in.

While Apple and a lot of publications are celebrating and promoting that you tap the “Do Not Allow Tracking” option, it does not mean you do not get ads in your Newsfeed on Facebook or any other app you may open up.

What it means is that
???? you will still get served the same number of ads, but they are not likely to be relevant to you????

Facebook is free to 1.88 billion daily active users.
It’s funded by advertisers.

Even if there are ads in your newsfeed, the choice is yours whether to…
Tap and learn more
Hide the ad and say ‘show me fewer ads like this’
Keep on scrolling

But at least you are getting ads that are relevant to you and providing you with a more enjoyable user experience on the platform, no matter what app you use.

If Bono still hasn’t found what he’s been looking for, then it would be a good idea for him to allow tracking… ???? ????

Also, did you know Apple has its own advertising platform, so is it really a matter of privacy or if they want to keep the data for themselves?

You can learn more about it here

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 Is Your Discovery Call Ready to Hire You as an Ad Manager?


You've got a new lead and you're getting on a discovery call, but are they ready to hire you as an ad manager?

Yes? Congratulations! You've got a new lead. You're jumping on a discovery call.

Now, we need to identify if they are ready to hire you as an ad manager. That's a very different thing than finding out if they are even ready to run ads. Anybody can just run ads and have a funnel. We want to find out if they're ready to hire an ad manager because if they're not, you can both be in for a very stressful time.

We'll look at five things to determine that. Number one is, do they even have something to sell? If they're in business, then yes, they will have something to sell. Now, that can vary. Some of the selling may be offline. I worked with a very well- established restaurant franchise with over 80 restaurants across Australia. We were not selling much online.

We were doing brand awareness and audience building so that we were staying front and center of mind in the newsfeed. People would see it and then they would reach out or they'd be going out for dinner and they go, “Let's go there!” Because we were present in the newsfeed. So there will be businesses that are just off to that audience building and that brand awareness so that the sales can actually happen offline.

But if you're working with coaches and course creators, then yeah, generally those sales are all happening online. What can happen for a lot of these niches is that they tell you to build a list, which is absolutely true. We want to be building lists because Facebook can do anything to us at any time. So we want to get people off Facebook and into our database.

Now, does this person have something to sell straight away, or are they just committed to list building? Which is, you know, is quite a bit of an outlay to be investing into building your list without having something to sell. They could be down $3,000 a month on their ad spend.

They might be spending a hundred dollars a day, or maybe they're only spending $30 a day; however, if they're not making sales straight away, do they have the capacity to run that for two or three months? Do they have money that they do have set aside that they are committing to this? And if they're planning their launch in three months' time when their products may be ready, if that's the case, they also need to be aware that you could launch, but you may not make your money back for the previous three months. So it's very important for you to know if they have something that they are selling straight away. Because if they're not, if they are just focused on list building, then they can get a bit stressed out.

How to Run Facebook Ads for clients

They may not last too long. Those costs per leads may be coming in higher than they anticipated. They're getting half the amount of leads coming in and they just want to give up and can it all. So it could be very stressful for you. If they've got something that they can sell straight away to offset that lead generation cost, that is super valuable.

If they do just have that budget and they are just focusing on audience building, that is okay too. But see if they've got something to sell straight away so they can recoup that lead generation cost.
Number two is, have they sold it organically? You want to know if is this a validated offer. Has it been selling already without Facebook ads?

And if so, how are they selling it via just word of mouth by groups that they are in? Are they speaking on stages and getting things sold that way? Are they going to networking events and selling it there? How is it being sold? Has it been validated?

If they just come up with this, ‘hey, here's my new product or offer that is out here to the world, but I haven't sold it to anyone,' there's no validation. You don't know if it's going to sell. If it hasn't sold with warm audiences, so we have no idea how it's going to sell with cold audiences. And even if it does sell with warm audiences, we still don't know how it's going to sell with cold.

But we do know that people do want it at least if it's not validated, if it hasn't been sold, or if it is all brand new. There is a lot of testing to do, and they need to be aware of that. They're going to be up for ad spend as they get that data. And they are also going to be up for ad management services. Are they prepared to invest into that for two to three months to dial everything in?

Number three, what's the product suite? Do they only have one offer or do they have several that's really going to be important for you as well as your running ads?
Because if they've just got the one offer at $497 and they're expecting to cover their ad spend, pay you and go and lie on a beach getting those margaritas. Not likely to happen on a $497 product. So they actually need to have these other offers. They may have something before that $497 offer that is offsetting that ad spend like an SLO (as we call them a self-liquidating offer) that could then ascend into that $497 offer, and then maybe ascend into a $5,000 product, which is really where they're going to make bank.

So what is their product suite? If they are just coming out the gate with one offer, then things again could be tight depending on what that offer is. Even if they do have multiple offers, you will want to just focus on one when you get started so that you can launch that funnel, test it, revise it, optimize it, and get it working.

What can happen is if things don't start selling, your client can go into a bit of panic mode and go, “This isn't working; let's try this.”

And then they'll try that for a few weeks. “This isn't working; let's try this.” And nothing gets the time and attention to get it properly dialed in and optimized. So if they do have additional offers, make sure that it's agreed upon that you're focusing on this one for eight weeks to really get it dialed in, test different hooks, and test different messaging.

Number four, do they have a funnel? They may have been selling things organically. It doesn't mean they've got a landing page. Doesn't mean they've got the Thank You page. Doesn't mean they've got the email sequences that are going through.

So make sure you know what assets they have in place and that they have a funnel to sell this product. I know ad managers that have gotten clients on board and had been going through getting sales, but still their clients haven't been terribly profitable. The ad managers discovered that they don't even have an email sequence that's going out after this webinar. So again, that's really going to impact you and your ad management services and make it look like things aren't working.

Ads are just one part of it. So you need to make sure that your client has these other pieces all in play so that you, as their ad manager, can do the best job that you can bringing people in and having them convert on the other side.

Number five, can they invest into getting the data? That's what I was talking about before, that it may take two or three months to get a funnel dialed in. Are they able to invest in not only the ad spend, but also having you on board to get that? If they're expecting to just get an ad manager on board and start bringing in sales straight away, because they've got a new Amex and they've got this limit and they need to get it paid off every month, they're thinking just six sales a month will do that. Then it can be very stressful if you go for the month and no sales come in (which can happen), especially if it is a new product or offer. You may get six sales depending on the price.

There's so many variables with it, but they need to be able to invest, get the data, make decisions with the data, and keep going. You do not want to be getting clients on board who are not ready for you as an ad manager because that's just going to cause a revolving door of clients for you. People will come on board, they'll get stressed after month number two, and they're already itching to get out.

And you're in a constant onboarding cycle. It's not good for you or for your business. It's not good for your mental health as an ad manager, and it's not good for your clients as well. So making sure that they are ready to hire an ad manager with those five points is going to save you and your client a lot of stress.

Now, there's options after this. If they're not ready for an ad manager, as mentioned in last week's episode, you could offer them coaching or consulting services to be able to help them get to the place to be ready for an ads manager. You could also be offering them a strategy session if they don't have funnels and assets in place to be able to get them in order and help get them another step closer to getting an ad manager, which would ideally be you.

I hope you found this useful today. And if you want to learn more about strategies to becoming an elite ad manager and working with premium clients who pay you premium prices, head over to to learn more about the certification program and when we're running the next intake.

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How to Convert Discovery Call Leads to Actual Sales

Are you tired of being on discovery calls all day, every day that go for an hour and you don't have any sales or new clients to show for it?

So you're out there, you're networking, you're in groups, you're getting leads, and people are booking calls with you and you're getting on calls. Fabulous! But these discovery calls can go on for an hour and you go on about teaching mode. You look at this; you look at that. You even look in their ad account, but you're not getting the sales from them. And it's just not a good use of your time. So what do you do?

It's also not that advantageous for your client as well. So how can you turn that all around? How can you turn those discovery calls that go on forever into a 20-minute call and make a sale from the end of it? That's what we're digging into now as an ad manager. You do not just want to get on a call with a client and then pitch them your price and say, “Yeah, we can run ads for you with this price.” That's like danger Will Robinson because you just don't know what you're agreeing to. You're going to get in the ad account And say, “Oh my gosh, this is missing things, and things have been disabled. There's no pixels.” And you'll be in all sorts of strife. Here's five things that you can do. Five offers you can pitch to your clients so that you can get paid for these discovery calls and also for the work and the research that you'd normally would have to do anyway before taking the client on board. This benefits both you and your client.

When it comes to these discovery calls, many of us are booking a 45-minute call. I don't know why, maybe just because we're told that in the coaching niche. That's fine. They can do that. They don't have to go in and look at ad accounts and such, right? They just need to hear the story, go through their script and pitch them. When it comes to running ads for clients, we need more information. We need to see under the hood what's been going on in the ad account, what assets they have, what funnels they have in place. So being on a 45-minute call can just extend that out.

Some people get on the call and they're on there for around 90 minutes. One of the things we teach our elite ad managers in my certification program is to start off with a 20-minute call. On that 20-minute call with your client, you identify their pain points, where they're at, what they have attempted already, and where they're needing help. From there, you can make one of these five offers depending on where they are at.

Number one, if they have never run ads before, they need a strategy session. If they've never run ads before, they need a plan in place so that they are ready for traffic when they get their ad manager on board. So if they've gone through and said, “Yes, we have all this,” or “I've got a bit of a webpage; I've got this other thing; I've never run ads before.” You say, “Great. What we can do is get on a strategy session call. What we'll do on that call is go through and identify what assets that you have in place, where you have been getting traffic from already, and all those products and offers that you have so that we can get a plan together. That way you know exactly what needs to be done so you can hit the ground running. We can book in one of these strategy sessions for you. It's 90 minutes and that would cost you just $197!” Bargain! That is going to save them so much time, and $197 that's on the cheap end guys. You can charge a thousand dollars for these strategy sessions or even $2,000 for these strategy sessions. Depends on what your expertise level and your skill level is at. If you are newer, then you're going to be pricing your service a bit lower so that you can get this experience, get some case studies, get some testimonials and increase your prices as you go. So that's the first thing you can offer. If they've never run ads before, you can offer them a strategy session.

Another thing that you can offer them, if they've never run ads before, could be my $10-a-day Client Attraction Code. That's perfect. If they're just wanting to start building an audience or if they're just wanting to be visible to their ideal clients, you can set up an ad campaign for them using just $10 a day. With this strategy, it involves videos and engagement campaigns, video view campaigns, and an extensive retargeting strategy to draw in the audience, build them up and then offer to convert for them. So with the $10-a-day Client Attraction Code, your potential client doesn't even need a website. You're keeping them right there on Facebook.

If they are getting assets and funnels built, you can already be building up that audience for them so that when that funnel is ready to get launched, they have an audience that they can run ads to. So the $10-a-day Client Attraction Code is something else that you can offer to your clients. That can be $200 or $500 to get that set up, whatever is sitting comfortable for you and your level of expertise.

How to run facebook ads for clients

The third thing that you can offer is an audit. If they have been running Facebook ads and they've had all sorts of issues, that's where audit is going to be super valuable. You're going to want to do that anyway before you sign up a client so you know what you're getting yourself into. You can see if pixels are all screwy or if audience targeting has been a mess or if things have been shut down. Or if there's a ton of disabled ads in there and their funnels are crossed all over the place. You can then decide if you want this person as a client and you can give them a roadmap of where to go from here. You might see a lot of opportunities missed and you know you can absolutely crush it for them. So again, offer an audit at the end of a 20-minute call. You could be pricing that at $197, $500, $1,000, or $2,000 for an audit, depending on your skills and expertise level.

So we've looked at strategy sessions, the $10-a-day, Client Attraction Code, and number three, audits. What else you can offer is if they're not ready for ads, if they do not have the budget for someone to run their ads, you can offer them some coaching. The beauty of being an ads manager and having this knowledge in your head is that you can provide it as a done-for-you service, but then for the people who are not ready for that, you can just offer coaching. So a 20-minute call and it's discerned that they're not in a position to pay to run their Facebook ads, but you can still help them by providing them with your time and coaching them through how to set this all up. At the end of that 20-minute call, you might say, “Okay, great. I hear where you're coming from here at this stage. You're not quite ready to have me onboard and running your ads yet, but how I can help you get to that stage is to offer you some one-on-one coaching sessions. So we can organize just a one-off two-hour call, or I do have some packages of four hours for the month and we can get started with that for just $500.”

So coaching is another great thing that you can be able to do for your clients so that you can get them to that stage where they're learning more about Facebook ads, they're digging in, and they're getting results. And then when they're ready for an ad manager, you are the person that they go to.

And the fifth way that you can close the deal at the end of the discovery call is for consulting as well. So if you're working with a client who may be a bit bigger who has someone else on their team who is running their Facebook ads, you can come in and be a consultant to them. So you can actually go a bit beyond Facebook ads. If you do have that expertise, which I train my elite ad managers to have a great knowledge of funnels as well, you can come in just working with their team and provide your insights and your expertise to them so that they can do their job better. So consulting services is another great way as an ad manager that you can bring in an extra stream of revenue other than just on fee services.

So I hope that's inspired you today to not just open up your calendar and take on anybody for a 45-minute discovery call. Look at condensing that back to a 20-minute discovery call. See where they're at, what their pain points are, and how you can serve them straight away by offering a strategy session or an audit, the $10-a-day Client Attraction Code, coaching, or consulting services.

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Your Monthly Earning Potential as a Facebook Ad Manager

How much can you earn per month as a Facebook ad manager?

Hold on to your shorts! We're going to be talking about some crazy numbers here today that you might just think would be an annual income, rather than a monthly income. As a Facebook ad manager, you are a rainmaker! You are essential to businesses increasing their revenue, so the service that you provide is super valuable. A lot of ad managers that I talk to who are just starting out have their mind absolutely blown at the amount that they can make per year or per month running ads for clients.

I was talking to a colleague recently who, by themself, is managing a handful of clients, maybe ten, and they're making about $100,000 per month. And they're actually on their way to $200,000 per month just with ten clients. Or they were maybe getting another couple of clients on board gunning for $200,000 a month. Insane, right? Who would have ever thought going to school that you're going to be making $200,000 a month?

Sure. There are some people that may have felt that and kudos to them, but it’s certainly not something that we are taught at school, how to be an ad manager. This could be a career path and what your income possibilities are. So that is obviously one big extreme. And, of course, that's not what you're going to be starting out with, right? If you are starting out as an ad manager, we need to start where we’re at a level that suits us and our confidence. Because if you are going to be pricing someone even $2,000 a month and you try and pitch that price, and you've never actually launched a campaign before, chances are you're going to choke, and you're going to feel a lot of pressure delivering for your client charging that amount.

Many ad managers do start out at a lower rate, and they get some experience on board. I tell people you need to be 100% transparent. You can say, “I've never run campaigns before. I am just learning Facebook ads. I'd love to give this a go for you. And you know, a nominal rate of $500 per month where I'll go in and I'll do X, Y, Z. I'll take care of all that for you.”

And they’ll hopefully say, “Brilliant. Please do. I don't want to waste my time in there. I'm too busy as it is.” So starting off at a bit of a nominal fee and getting some runs on the board is super valuable for you. Get those case studies together and build your confidence. Before you know it, three months down the track, you can be charging a thousand dollars, $1,500, or even $2,000 per client. Now when people join my Elite Ad Manager program, if they get in within a certain time window, we have an ad manager action plan meeting.

It's a 30-minute call where we look at their strategies to hit their income goals. A lot of these people that are joining are not really looking for full-time work. Some of them are, which is great. That means a maximum of 10 clients or so, but others are juggling little kids and homeschooling and various things. So five to six clients is enough for them. And maybe they only need to earn $5,000 a month, so that's their first goal. When we sit down and we actually look at the lifestyle that they want, they only want to work part time and the actual income that's required for that, their eyes light up and they see how it is possible to actually hit $5,000 per month without having to go off to that nine-to-five and work all these long, crazy hours and worry about all the commuting.

I recently did an interview with one of my friends, Marsha, who's another amazing ad manager (we've been ad best buddies for years now). She shared her story of coming from corporate America to having kids and then working from home, learning how to run funnels, build funnels for people, and then going into ad management services and how she first charged someone like $50 for the first funnel or whatever.

And she thought, “Wow, this is amazing.” And from there, she's earning well in excess of $10,000 per month running ads for clients making six figures per year, working from home part-time with her three little kids. So it's completely possible. If you were to just have five clients paying you $1,000 per month for Facebook ads, which is completely like a base-level price, totally achievable, that's $5,000 per month. Now what I do want you to consider, and this is what I point out in our ad manager action plan, is that you do still have expenses on that. You'll have to set aside around 30% for taxes.

How to run facebook ads for clients

You might want to get a VA on board to just relieve some time for yourself. So that could be, you know, 10 hours a week that you might have someone that's coming in and doing the reporting and various other administrative aspects. You might also want to pay for a bookkeeper. You may have some subscriptions that you're paying for as well. We have a calculator that looks at all these other expenses so that you can see what you actually need to bring in each month in revenue so that you can actually take home that income goal into your pocket each month. So depending on those expenses, if you have VAs, if you're outsourcing copywriting, if you're outsourcing graphic design work, et cetera, to bring home $5,000 per month, you may need to actually make $9,000 in revenue. I know you might go wide.

Where does that $4,000 go? Well, hello, Mr. Tax Man, right? They like to take their cut. So you want to make sure that you've earned it and you've put it aside. That way you don't have to dig it out of your pocket. So even if you do need to make $9,000 a month to bring in $5,000 per month, if you have, again, just five clients who are paying you $2,000 per month, that's $10,000. Another thing to consider when you're running ads for clients is the ad spend that you're managing. Managing $3,000 a month in ad spend is a hundred dollars a day.

I was going to say it's easy, but it's actually not as easy as running a thousand dollars a day. There's all sorts of different challenges when you're working with smaller budgets. But if you've got a client that's running $3,000 a day, that is awesome! But $3,000 a month with their Facebook ads, you can also be charging 10%.

That's a pretty typical nominal amount of ad spend percentage to charge your clients. So you might have a thousand just to keep the numbers nice. Or even a thousand dollars a month retainer plus 10% of ad spend. So if they're spending $3,000 a month in ad spend, that's another $300 that you would be charging them at the end of the month.

So your monthly fee from that client isn't just a thousand dollars; it's $1,300. And then if you're getting them amazing results and they're scaling up because sales are coming through and they scale up to 5,000 or $10,000 per month, then you'll get that 10% of $10,000, which is an extra thousand dollars. So that $1,000 client is now a $2,000 client. And if you're charging $2,000 per client, you've got five clients on board, then that's $10,000 per month. Remember that you'll be taking some out for all those expenses. So you might be bringing home 6,000 a month. But if each of those clients are also paying that 10% of ad spend, that $10,000 per month can very quickly be $15,000 per month or more.

So that's how you can be making $15,000 a month! You have the potential to make that in one month running ads for clients because you provide such a valuable service. I really want you to get that. So many ad managers get caught up in their own mind and caught up in their own insecurities and their own money stories that they may believe, so they don't charge what they are worth. You are a rainmaker for businesses. They need you. Your value is in the services that you provide and all those hours that you spend learning how to run Facebook ads and continuing to learn the latest tips, strategies, or changes on the platform. You provide such a valuable service, and it really is a premium service that businesses should be paying you for.

So recognize that and own that. If you are only charging $500 per month for clients, and you've been running ads for longer than six months, you need to increase your prices. If you're charging a thousand dollars per month, and you've been running ads for clients for more than six months, and you aren't getting results for your clients, you need to increase your prices.

You're not doing yourself or your clients a favor by charging prices that see you struggling and therefore needing to be on a constant chase to get more clients. If you're trying to work with ten clients at a thousand dollars per month, you're going to wear yourself very thin. Your clients may not get results because you may drop the ball. And then you're on a constant hustle by using the model.

That's what I call a boutique agency where you're working closely with clients in a one-on-one method where they feel that they have your attention and that premium service, so you can charge premium prices. If you want to learn more about that, increasing your prices and providing that boutique agency service by working intimately with your clients, then I invite you to check out the Elite Ad Manager.

That's my certification program, where we help you to do exactly that! Increase your prices, get systems in place, and provide a premium level of service for your clients. You will also learn the most up-to-date, comprehensive ad strategies out there. If you want to learn more about that, head to I look forward to seeing you there.

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Why iOS 14 is Actually Good News for Dedicated Ad Managers

Why iOS 14 is actually good news for dedicated ad managers. I know you may not feel like it is at the moment, but that's what we're diving into today.

At the time of recording this, iOS 14 has been rolling out, and ad managers are dealing with the impact of it. We've been learning about it for months and getting things ready, but then as always, when it comes to the crunch, there's things that we just haven't known about. Facebook hasn't even known about some of those things, so adjustments are getting made daily. We're often feeling like we're scrambling and having to catch up. There's a new bug. There's a new thing that makes ads not run or new error code. You may be feeling a bit of pressure about all of that, and you might even be thinking about another career path that  doesn't require so many changes.

But hold up because iOS 14 and the implications of it all with Apple's ATT (App Tracking Transparency) and getting people to opt in or out on their iOS devices is actually good news for Facebook ad managers.

I'll explain why. You see, it used to be that anyone could just launch an ad by creating an ad account, and they didn't even need to do that. In Business Manager, they can just create a personal ad account and launch some ads. Chances are, they used their own campaign. They didn't even have the pixel installed, and they had all this other stuff going on.

Now they won't even be able to launch an ad unless they have their domain verified, unless they are using Business Manager and a whole myriad of other conditions. So ad managers are more in demand now than ever before because things have dramatically changed on Facebook. It is harder to run ads now.

There were a lot of cowboy ad managers who would just run some ads and not even really care or do tracking and all that kind of rubbish. Then you have dedicated ad managers come in and look at these accounts and go, “Oh, look, I'm sorry. They didn't even have the pixel installed.” Plus all this other information that we have to be the bearer of bad news for our clients. Hopefully all those gung-ho ad managers are heading off to the hills and are doing other things.

So us dedicated ad managers that are on the forefront of all these iOS changes that are rolling out as they come to us each day, learning, tapping into our brain trusts and being able to troubleshoot, are more valuable than ever. Clients are going to need you to set up their domains.

They will go to launch an ad and they'll say:
“We can't launch any ads.”
“We want to do these commercials.”
“We've got a launch coming up next week and we can't launch any ads.”

These things need to be prepared and ready. If they've just been running ads through a personal account, they need to get into Business Manager.

What I've taught people in my Elite Ad Manager certification is to partner your Business Manager with your client's Business Manager, so that when they're partnered with you and your team (which can just be one VA), you can access the ad account and make any changes that are needed.

Now, how iOS 14 has made that a bit different and the Facebook changes is by surrounding the domain verification and aggregated events. Those events are like our standard events or customer events that we're wanting to optimize; they need to be set up in our client's Business Manager over in their ad account. So that's where you will actually need to be added as an admin into their Business Manager and given access to their business settings so that you can make the domain verification. You can create aggregated events and all that sort of stuff. So you'll need to be added to their Business Manager for a short time. Then you can remove yourself and carry on as normal in your Business Manager.

So that's one of the big changes that on the day-to-day basis of getting new clients onboard or helping people set this up is different. You can just jump on a Zoom call and walk them through it after that's all sorted.How to run facebook ads for clients

For domain verification and aggregated events, you've gone through your selected events and now they actually need to be prioritized. And if they're not set up in the right prioritization and they want to get changed, then ads will pause for three days. So those things need to be set up again. If you have a client (or a potential client), that's doing a launch in a week and these aren't set up, and then they go to launch and you haven't gotten the aggregated events for what they're needing to optimize for, then they're going to be in a bit of a pickle. They may not be able to run those ads for a few days.

So again, this is where an ad manager who knows their stuff that is on top of these iOS changes is super, super valuable for businesses because Facebook still has two billion people that are accessing Facebook on a daily basis. So Facebook advertising, while it's changed, is still an essential part for businesses and their marketing strategy. Even if you're feeling frustrated with Facebook and Apple and all of these changes that are going on, know your value. And especially when we're talking about coaching and digital courses, we also have the complexity of all these third-party platforms, like ThriveCart, Easy Webinar, WebinarJam, and EverWebinar.

All these different platforms that are typically used in this niche, and how they have responded to these changes and whether you can use their third party domains or their sub domains, or whether your clients need to set up their own custom domain on those platforms. Again, that's where you will shine as you connect with people and you tell them what these changes mean and how they can work around it. They are going to say:

“Oh my gosh! Take my money.”
“Can you set this up for me? I do not have time to do this.”

These business owners do not have time to learn all these things or to go and try and look all this stuff up on YouTube and figure it all out, and then get into ads manager, and then be ripping their hair out. So this is a time for you to shine. Do content, create videos, tell people what they need to know about these iOS changes. And instead of them probably going off and doing it, many will, but many of them will also say:

“Can you just do this for me?”
“I saw your video about X, Y, Z. I need that done.”
“How much is it for you to do that for me?”

There's a lot of golden opportunities here for you. Be encouraged even though things have changed and probably aren't going to go back to the way they were. It's kind of like a step back. We had it so good with all the tracking and everything that we can see. Yes, things have changed, so we just need to adapt. But being at the forefront of it, you are super valuable in all these changes. Don't lose heart; make sure that you're in a community where you can tap in and get that kind of support where there are other ad managers that are in the trenches with you that are going through all these changes as well.

And this is where my Inner Circle is so valuable because we have an amazing community of very encouraging ad managers, and we also have a Facebook certified tech partner who is in there bringing us the latest iOS updates. Seriously, the guys in my community have been prepared for this for the last three months. They knew it was coming and they were making changes.

One of the other big changes that are coming out with the iOS developments is CAPI (Conversions Application Programming Interface). While that hasn't been a priority at the moment, it certainly is something that you're going to want to be looking at and incorporating to get your tracking going from the browser side to the server side so it'll be more reliable. And another thing that we're telling our ad managers is to get into UTM parameters while Facebook tracking is not going to be what it used to be.

Looking in the ads manager, there's going to be a lot of information lost. And we only had our seven-day attribution windows setting up UTM parameters for the ads. Combining that with Google Analytics and Google Data Studio is going to be a lifesaver for you so that you can still track those campaigns and how they're performing to bring in leads and sales.

That's something that we have training about in our ads managers Inner Circle. We had a special guest, Jennifer Gray, a UTM expert, come into our group to share. We actually had some training about UTM parameters there in case you haven't gotten started with them because I know many ad managers get a bit freaked out with Google because it looks so different.

It's like you're on another planet. But get into those communities; be around other ad managers who are up to speed and know what's going on. It's going to save you so much time and help you position yourself as an authority figure with your clients and therefore you can charge premium prices.

I hope you have found this useful and encouraging that being an ad manager in this climate is super valuable and you're worth your weight in gold. If you're looking for a community, head over to and check out my Inner Circle group because we've got an amazing group of ad managers there. We look forward to supporting you as you run Facebook ads for clients.

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How to Confidently Charge High Prices for Ad Management Services Even if a Client Campaign Is Tanking

How can I confidently charge higher prices for my ad management services if my client's campaigns are tanking?

Ouch! I hear you. That's a tough question.

So client campaigns are not going well. Maybe you've got five or ten clients, and they are doing really well. But there's one that isn't, and that one can just be dragging you down. Instead of acknowledging all the great results that you're getting for your other clients, you're focused on this one, and it's making you question everything, right? You're thinking, how could I possibly charge this amount? If you are already charging $2,000 or $3,000 a month, you're probably going, how can I justify to them this price? Or if you're charging a thousand or $1,500 a month, you might still be thinking, how do I justify charging them this price? Like I said, it may only just be one of your clients, and the other ones are all doing well.

But as humans, we tend to focus on the negative, right? And it's not a pleasant place to be. Let me assure you that you're not alone. Every day I talk to coaches and consultants, and I hear of some interesting stories from marketing agencies and ad managers who have not hit it out of the park and have not treated clients very well in the process.

Now I know that you want to treat your clients well, and I know you want to get them results, but nobody gets a hundred percent results, a hundred percent of the time. You're not alone. Things just happen. Whether it's just Facebook being a pig, or maybe it's just something off with the messaging.

In a previous Online Confidential, we looked at what we do when our client wants to bury their head in the sand and ignore the fact that nobody wants their offer. What do we do with all of that? Despite all of your best efforts, all the hours and hours and hours and years of learning that you've done with Facebook, looking at all the trends, knowing insights, knowing what messaging may or may not work and all of it, it can be really demoralizing. How can you charge premium prices or even a thousand dollars a month if your clients’ ads aren't getting results?

Well, first of all, you need to be ethical. You need to be coming from a place where you do actually have the experience level that you have told your client. If you've never run Facebook ads before, but you've gone out saying, “Hey, I'm a Facebook ad manager and I'm charging $3,000 a month,” and you get a new client on board and you go, “Wow, what do I do now?” Right? That is not ethical. That's not ideal. Running Facebook ads for clients, you can start learning on the job for $200 or $500 a month. I recommend that you get paid something to learn as you go, but be upfront with your clients and try saying, “Hey, I'm learning Facebook ads. I am just starting out, so I'm happy to offer this to you for like $500 a month,” and clients say, “Awesome. That's great because I do not have time to do Facebook ads. I know I need to be doing it, but I'm just so tapped out with everything else.” So being ethical to start with on your experience and what results you have achieved for clients previously is going to put you in good stead and also alleviate your conscience.

I want you to remember that when things aren't working, remember that you have invested hundreds, if not thousands of hours learning how to run Facebook ads, managing Facebook ads for clients, and that you are the expert. Even if you haven't spent a hundred thousand dollars a month on Facebook ads. If you're in there, if you're in the trenches and you're doing the learning, then your client is looking to you to be the one who is leading them through the Facebook ads. So be ethical about your skill level and your knowledge and charge accordingly. That's really going to help you as you go through this process.

Running ads for clients is of great value for your clients because they often don't have the time, resources, or energy to put into learning Facebook ads. So you partnering with them and providing this as a service is very valuable. And if things aren't working, then that's where you then need to communicate!

Communicate through good and bad. What often happens is when ads aren't working, managers tend to be a bit quieter. They don't want to talk to the client. And that's when the client really does not appreciate it. They start to wonder what's going on. Let them know that you care to have those hard conversations, which may be like saying, “Look, we're doing all that we can. We're trying to optimize this. We're launching new ad sets. We're bringing in new creative,” and let them know what you were doing so that even if the results aren't coming in as expected, they are assured that you are on it, that you are keeping them up to date, that you are asking them for fresh ad copy, that you're asking them for fresh creative, and that you're letting them know that the conversion rate on the registration page is low.

You should also suggest ways that things can be improved. Communication is key, right? When ads are going really well, that's awesome. You'll want to talk to your clients because they're going to be loving you, and they're going to be telling you all this great stuff. But also communicate to them when things are not going well so that you can brainstorm and work together because it's not just all on you. You're partnering with your ideal client to help them get sales. So communicate with them, share the load with them, and work together to get things working and optimized.

How to run facebook ads for clients

The last thing is to do the work. Don't just say, “Oh, these aren't working. I've tried everything; there's nothing more I can do.” And then just let the ads continue to run while you're not doing anything. Test new audiences; you should be testing something every week. So whether it's testing audiences, looking for those hidden gems that are off the beaten track from everybody else, testing new messaging, testing new copy, or testing new creative, there's so many things that you can be doing. Make sure you are doing the work. Don't just throw your hands up in the air and just sort of leave things to run and get support.

This is where my ad managers Inner Circle is so valuable. We have ad managers and agency owners who are in there, and they are asking questions from our ad coaches. Also, the peer support that's in there is just fantastic. We have put eyes on campaigns. You can share them with one of the coaches on our calls and they can help to troubleshoot because sometimes we can be too close to the situation. We may think we've tried this, this, and this. There are so many times when I've been on a call with some of the members and I'll say, “Oh, look there. I don't think the image on the ad is congruent with the whole messaging and the landing page and headline.” They went, “Oh, yeah!” So get support!

Know that you are doing everything that you can, meaning you've been ethical and honest with your client. You're communicating, doing the work, and you’re getting support. Now, an illustration that I like to give my Elite Ad Manager students is that of a doctor.

There's the doctor in his office doing surgery, and patients come in presenting with symptoms because they want to get better. So the doctor, with all his years of experience and hundreds of thousands of dollars on his education, listens to the patient, listens to the symptoms, and will try things according to their symptoms. For example, you've got these red itchy lumps. So he’ll try you on this medication. This pill-patient goes off, and they come back a week later after trying those pills, but they're not working. So the doctor prescribes a different pill; they go and they come back and they're still not working. And then they try another one and it works! So the patients can go on and on, and not get a clear diagnosis, and come back to the doctor. It's a process of the doctor’s years of experience, what they know, and the symptoms that the patient presents that help come to a diagnosis.

And that's what we do as ad managers as well. Unfortunately, with doctors, sometimes the patients don't get better. Sad, sad truth. And sometimes with us as ad managers, our clients' campaigns may not get better. Generally people will not, unless it's something serious, go back and ask the doctor for a refund. The doctors provided the services with the training and expertise that they have had over the years. That's what we do as ad managers as well. We provide a service with our training and expertise and do the best that we can with the data that's coming through and make our best-educated decisions on that.

So when you're wondering, and you're second guessing about your pricing, I want you to think of that doctor analogy. Doctors have patients presenting symptoms and they may not get better, but they still pay for the doctor's visit. Same thing as an ad manager, because you are providing the service. You're providing a super valuable service, and you're doing the best that you can with it. So even if you have some campaigns that are tanking, I want you to have some time off. That's going to be a very important thing for you. Look after yourself; self-care is going to be so essential. Don't get overwhelmed and caught up with it.

One of the best things that you can do would be to take a day off and go do something that you love. Go for a hike, go for a walk, go to the beach, go to the day spa and just switch off for the day. Recharge and get your mind refreshed. And then you may get some groovy idea that you'll be able to implement.

That might just change everything. So don't tie your worth as an ad manager to the results at the time that you were getting for your clients. Do the best you can with ethics, communicating with your client, and doing the work.

If you'd like to know more about becoming a certified elite ad manager visit, and learn more.

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How to Test New Ads in Your Client’s Facebook Ad Account

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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