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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Creating Ad Copy that Converts Your Ideal Audience

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

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

Help my ads aren't converting!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Why aren’t my ads converting?

My ads aren't converting!

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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What does a typical day in the life of an ad manager look like?

What does a typical day in the life of an ad manager look like?

So being an ad manager, many of us work from home, we enjoy that freedom, that remote lifestyle of being able to maybe choose the hours that we work and also the flexibility of work and family.

But with that comes a lot of challenges in our everyday life. As we see things around us, for example, you might be thinking, I just need to go and quickly unload the dishwasher. And then before you know it, you're there in the laundry, picking up a new pile of laundry, and then you think, Oh no, I better get the sheets as well.

So you run off, you go to get the sheets off the bed. I need to get the towels from the shower and you grab them as well. And then while you're there, you notice the shower's a bit grouty and say, Oh, I need to just clean the shower. And before you know it an hour later and you still haven't unloaded the dishwasher.

Well, the struggle is all true real when you're working from home, but to be an effective ad manager and to enjoy that freedom and that flexibility of that work and family balance, it's really important to have some sort of structuring your day to get everything done that needs to be done and what needs to be done well, work-wise, you need to work on your business.

You need to work on your client campaigns. You need to be networking. You need to be learning. You need to maybe do the books, send out proposals, invoices, quotes, talk with potential clients. The list goes on and on. So when we have what I call a default diary, that's going to help you stay on track and be productive during the day so that you can get as much fit in and as much done in your Workday.

So that in the evenings, you've got time to be with your family. So you actually get to enjoy this flexibility that we have, and you're not just working all the time. And it's so easy to maybe just stuck back into the office and finish something up, hands up. I know I'm guilty of doing this myself, and I'm still a work in progress and there are still times that things happen.

That's for sure. But when you have a default diary and you have a schedule that you go through and things are going to run a lot smoother for you, and it'll be a lot smoother as you work with clients as well. So what should your default diary look like? Well, I'll run through a few things here like what we typically could be a good outline for you for each day and for like your mornings and afternoons,but then there's going to be other things that come in. Like, there'll be a day where you'll have your weekly reports. There'll be a month where a day in the month where you'll have your monthly reports and other sort of things that will come up. But this is a basic guideline of what you can do for each day and roll within.

Okay. So first of all, obviously you get up in the morning, right? And you do whatever you need to do. But then when you come in and you get into work mode, what should you do? Now? I remember hearing someone say that our successful business owners spend the first part of their day on their business. And that was a game changer for me.

It was like, wow, that's typically the last thing that I work on. And as a service provider, you might relate, okay, you're busy working on everybody, else's business rather than your own. And while that's great to have all these clients to have full books, things inevitably happen. There'll be times when a client might have to stop working with you.

For whatever reason, maybe you lose two or three clients. And then all of a sudden you're going, where am I going to get clients from? And you're on a hustle. So that's where working on your own business. First thing in the morning, promoting your business is going to do you very well in the long run. And what does that look like? Networking. And it's just a matter of maybe emailing someone you put off that you've connected within the past. You put it in the diary that you're going to be connecting with them, you know, like every two months or something like that. So following up with emails, sending on messenger, going and looking at their personal profile, commenting on a post.

How to run facebook ads for clients

So keeping those relationships open and flowing so that when the time comes and they're looking for someone to manage their Facebook ads, you're front and center of mind also creating new connections. Whether it's LinkedIn, whether it's Facebook groups reaching out, starting to connect with people, dropping value bombs in groups, high quality groups, mind you, not all groups are equal,but dropping information in groups, creating your own marketing, right? As an ad manager, you're marketing everyone else's business, you know exactly what you need to do for your own business. And yes, it may be scary to get in front of the camera like this, but getting visible, getting known, being consistent, putting great information out about Facebook ads and what's working well.

Now we'll again put you in a great position when someone's thinking they need an ad manager. You're the one that they're going to, think of first. So it's much better to have a wait list of people who are wanting to work with you. Then all of a sudden have to be hustling and convincing people that you're the right person for them.

So first thing in the morning, dedicated to your business, building your business, making it more sustainable for the long term. Then after you've worked on your business, then you can go and work on your client's business. And what that may look like is coming in and checking your client campaigns, making sure that everything's ticking along now, this isn't where you're going to dig in and start working radically on the campaigns it's coming in,making sure everything's ticking along nicely, noting things that need to be worked on later in the day. Or if there is something urgent, then yes, you can tap into it at that time. But basically this is a sweep of accounts to make sure everything's ticking along and then set you up for later in the day, then we'll look at incidentals.

One of those things that just come up that you may need to deal with,it might be client discovery calls. It might be preparing a quote, sending out invoices, all those kinds of little things that are also business building, tools for your business, but they just sort of need to be done. And not every day, you're not going to be sending out the invoices every day. Typically, ideally for your own productivity sake,you'll have like one day of the week that you would be doing that. And the same with discovery calls in order to increase your productivity and make your time as efficient as possible.

Don't allow people to book in a call anytime, have you set specific days or set specific hours in a day that is open. And I would really earn more on the side of like,you might have Thursdays and Fridays that are open for discovery calls, or it might be Tuesdays and Thursdays. So that the other days of the week you can get into a flow and you can get things done. So let's say I went to sit in tools and then dig into your emails, look at what's come in, what needs to be addressed, what needs to be responded to and deal with those.

A lot of people do just dive into their inbox first thing in the morning, but you know what, that's being reactive to the situation. So instead of you being in control of the situation and determining how your day's going to go, you are reacting to what other people have put on you for the day.

So that's why I'd suggest putting that a bit later, go off and have your lunch, enjoy an ice break, go out and sit in the sun for a while and then come back into it. And typically in the afternoon, what it can look like is working on your client accounts. So those notes that you've made from earlier in the day, this is where you'll come back and you will dig into the accounts who might be creating new ad sets,new campaigns, bringing in new ad copy and creative, organizing new copy and creative with, you know, designers or copywriters working on those campaigns, optimizing them, launching new stuff, and really getting in deep to the campaigns.

Then if you know, they might have some days where that will be the rest of your afternoon, but on those days where it's not feeding some learning,you're always going to need to know what may be working now. What changes are coming up with Facebook? What changes have already occurred with Facebook? So dive into some learning, make sure that's a regular part. So maybe not every day, but at least once a week, have time set aside. That's going to be allowing you to dig in and keep up to date with what's going on with Facebook.

So then after our client accounts get into, after you've gone in you've optimized you've, or you've done some learning client work. So what that might look like is those communications with the client, okay. Going in wrapping things up. So while you've responded to them earlier in the day, come back and respond and wrap things up for the day.

After you've been working on the accounts, give them an update, clients love communication. And it's really valuable for you to have open communication with your clients to be regular in communication. Because that's one of the things that I hear about when people are starting to look for another agency or someone else to work on their ads is that, you know, they start hearing from their agency or their freelancer less than less.

And so therefore the confidence goes down, the communication, the relationship goes down. So keep that communication flowing. So communicate in the afternoon, just touch base with them, wrap up anything that's been addressed during the day, so that that's dealt with for the day, or even if it's, can't be resolved in the day, just go, Hey, just touching base,looking in on this. And I'll have an answer back to you in the morning. Okay. So wrap things up there and then emails come back, check the emails for the end of the day and then put it all to bed, go off, get dinner, ready, go and take the dog for a walk and enjoy being able to go I've done a great day's work.

I've got everything done that I've had to do today. And now I'm closing the door to the office and I'm just going to live life as normal people do, rather than, I dunno if as an entrepreneur, you can never really be that normal, but just enjoy that time away. So that you know you've had a really productive day.

Now, the night is yours, whatever you want to do!

Looking for support to help as an Ad Manager? Join my Facebook Group Ad Manager ADventures.

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Speech to Text – A Hidden Hack to Upgrading Your Knowledge and Productivity

Humans are wired to listen. Some of the largest brands of the last few decades, from Universal Music and Sony, through to more modern success stories like Apple (iTunes and Apple Music), Spotify, and Pandora, are all based on the idea that humans absorb content via audio.

It’s a phenomenon we’re seeing more and more in the business world too. Podcasts are just one example of audio-driven content that is going from niche to mainstream very quickly. But as an online business builder, how can you take all of the audio out there and transform it into a business asset?

Well, you can do this by getting it in written form. But very few audio and video resources come with a handy transcript that you can use to reinforce and build your knowledge. That’s why transcribing speech and audio to text is invaluable. You can effectively build your own “textbook” of curated, valuable sources of information that are specific to your online coaching business or to build your business more generally.

How to run facebook ads for clients

Conference Speeches

Speeches at conferences or mentoring events are incredible learning opportunities. But often, you remember the “headlines” but not all of the key messages and details an experienced presenter might lay down for you. Recording audio and having that audio transcribed allows you to pause, rewind, and review at your leisure, so you get the most out of the time and money you spend attending events.

Video Capture

Videos on your website and social channels are a proven way to boost engagement from your viewers and browsers. But often, videos are watched in public spaces, at work, or while listening to music. For these people, the audio of the video is lost. That’s where subtitles for your videos can be a great way to boost their circulation. Getting your videos transcribed and superimposing the text over the video ensures that people can watch without losing the message in the audio if they aren’t able to turn on the sound.

Meeting Minutes

Meetings are important. But they can also run long, go off on tangents, and get confusing when negotiations happen. That’s why an accurate record of exactly what was said is useful to you as a business builder. Having a recording (with permission) of the meeting and then offering to circulate the transcribed meeting minutes instantly makes you look professional, diligent, and ensures that everyone has the same expectations after a meeting concludes.

Use The Pros

Unfortunately, getting accurate transcription is a time-consuming exercise. That’s where services like Rev.com come into their own. They take your audio files and transform it into flawless text documents. You can turn your audio files over to Rev securely and safely and have them hand you back a valuable business resource. And the price is far more value for money than doing it yourself – you can get easy and accurate audio transcription from just $1 per minute.

Sources: https://www.rev.com/

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The Secret to Building a Great Website

To run a successful business in the digital age, you need to have a strong web presence – and your website is a critical part of your digital platform.

A good website can help you find new customers, share your story, and promote your products and services. A great website will help you connect with customers, build your profile and portfolio, and make sales.

The difference between good and great comes down to one thing – design.

Designing your website

To build a website that connects and converts, you need to understand what your end goal is and the path a customer takes to get there. Keeping this in mind while planning your site will help make sure the layout and content guide customers through the purchasing process.

You should also think about how you can use your site to stand out from the competition. The best way to do this will depend on the nature of your business.

For example, if your primary offering is online coaching programs, your website should help promote your expertise within your chosen field. To do this, you could provide access to free webinars and online training. You may also want to add a membership section and a course delivery platform for paid customers.

Building and maintaining your website

Setting up a website takes skills and experience most of us don’t have. Usually, this means hiring a designer or developer – particularly if you need specialist functionality. There are also things like the domain and web hosting to arrange (and pay for!).

Add to this ongoing support requirements, and it’s clear that building and maintaining a website can be a time-consuming and expensive process.

Thankfully, there are now a number of web development applications that help simplify the process. While many of these services offer technical assistance and can organize the domain and hosting for you, Clickfunnels is the platform I always recommend to my clients.

Why is ClickFunnels so good?

I’ve been a ClickFunnels user for a couple of years, and it’s helped me generate over $1 million for my clients.

It is a holistic online marketing platform that makes it easy to sell absolutely anything – from physical products to webinars and coaching programs. It also provides access to all of the tools you will need, all in the one place.

The best news is, you don’t need to be tech-savvy to use ClickFunnels. In fact, you can start with one of their free templates, then drag and drop whatever else you need. There’s even a fun training ‘game’ to help you get started.

For more information – and to start your 14-day free trial – visit ClickFunnels.

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Simple Ways to Level Up Your Email Marketing Campaign

If you are just starting out on your online business or your online coaching journey, then you’ve probably already been presented with multiple sources of evidence about the effectiveness of email marketing. But chances are that these sources are written by people who have something to gain from email marketing or email software.

I’m not that person. The truth is, email marketing is hard, and most of it gets deleted before it gets read. But that’s not to say you shouldn’t do it. It’s simply to say that you should take the time and effort to do it well.

With that in mind, I’ve got some hard-won secrets from pros around the web of tactics and strategies that have the potential to take your email marketing from the trash to the “must open” list.


Since the first recorded human languages were based on cave paintings on walls and hieroglyphs on pyramids in Egypt, it’s probably not surprising that our brains are hard-wired for images. Images result in better email campaigns. It’s been proven time and time again. For brands like Patagonia or DJI (the “Apple” of aerial drone companies) this gives them a clear advantage: a library of beautiful, compelling imagery to use in their emails.

But even for other brands, well-chosen, professional images can give your email marketing a unique branding element. Does it take time to find these images? Yep. Is it worth it? Absolutely.


If you know your subscribers’ names, then you need to be using them in email subject lines. This simple act can have more impact than any other single tactic. A high-quality email marketing client or customer relationship management (CRM) platform will help you do this effortlessly. If you don’t know subscriber names, that’s ok; you can still personalize by location, local holiday, event or even sporting team. Anything that increases familiarity will get you noticed.

Calls to Action

A call to action is the most important part of the email, and often the one that is done the most poorly. This single thing is the way you build the bridge from the inbox of your recipient to your website or business. A useful trick to get great calls to action is to start with your desired action and work backwards from there to the rest of your email. So, if your call to action is to get people to your website, then your email could be “Seven of the best strategies to boost your email productivity”. The email itself could contain the first four, with the call to action to your website being “to see the final three, head on over to MyWebsite.com”.

A high-quality CRM software tool will help you manage your email marketing and mailing list in a way that can turn it into a business asset that generates leads and sales. One that I would have no problem recommending is Active Campaign, which is simple, responsive, and professional. With my link, you can access a 14-day trial, so have a look at what it can do for you today.

Sources: https://www.activecampaign.com/?_r=5HIZGJ2L

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