Ad Manager

What To Do When Your Clients Offer Isn’t Converting…And They Don’t Want To Do Anything About It

What do you do when your client's offer is not converting and when they don't want to do anything about it? So being a super awesome and diligent ad manager, you know what data points to look at, and maybe you've watched a few previous episodes where we have talked about getting ads to convert by looking at the various copy and creative to make sure that what you're doing with regards to ads is working. So, armed with all the data and great click through rates, various audiences tested, and different headlines, copy and creative – you have everything singing in ads manager. You are driving traffic to the sales page or the registration page and people are going through and you're going, yesm at last, I've got these ads working! But there's no sales coming through. It's pretty disappointing, isn't it? So you troubleshoot, you put on that private investigator hat, and you're looking to see where the bottlenecks are. Why aren't people converting for this offer after driving great traffic there. Why aren't they converting?

Well, it could be a number of things.

And this is what you need to communicate with your client. That it may be the webinar. What's the drop-off rates like on the webinar? Are people staying through to the pitch? Nope. Okay. Let's do some work on the webinar. Are they seeing the pitch and they're not converting, correct? Yes or no. If that's the case, then they may need to work on the pitch segment. Are they getting to the sales page and then not converting? Then work on the sales page. If all of that is getting done, all the testing and revisions, a lot of work goes into these kind of funnels where we're driving traffic and sales for coaches, courses, creators, and consultants and info products.

So after all the testing and tweaking has been gone through, your client knows who their avatar is, what their pain points are, and everything has been done, but the offer still isn't converting. Well the chances are then it's not any of these other points or data points. It's not the ads. It's not the webinars. It's not the sales page. It is the offer.

And if you really have to be working hard to try and get an offer to convert, it may be a sign that people don't want it. And this can be something that a lot of people when they are especially starting out can mistake and not actually check with their audience. They haven't actually seen if anybody wants this product. And so they create it, put it out there and go, yeah, this is awesome. People are going to love it, but they don't actually want it.

So all the data is telling you that people don't actually want this offer. So you need to communicate with your client. You need to talk to them and say, look, we have all the messaging, everything that's here in the copy, going all the way through the funnel. People are saying yes to all of these data points. Yes. I'm going to stop scrolling in my newsfeed and see what my friends or family are doing and I'm going to read your ad. Yes. I'm going to click on see more and look at the rest of the ad copy. I'm going to click and say yes that I do want to learn more and go over to the website. And I'm going to say yes, that I'm going to register. I'm going to say yes, that I'm going to watch the webinar.

I'm going to say, yes, that'll open your emails. And I'm going to say yes, that I'll then head over to the sales page. But then if it's a big fat, no, the problem is the offer. And what do you do if your client doesn't want to know about it? And unfortunately that can happen. You might think, why would anyone want to do that?

How to run facebook ads for clients

They're paying money for an ad manager. They're paying money for ads. Why wouldn't they want to fix it? Some people can be a bit ignorant. Maybe they're just a bit uneducated. Maybe it's what their business coach told them to do. And so they're out there doing it. So if it comes to a point where they're saying no, no, no, it's not that it's the audience targeting, you're targeting the wrong audiences and you have been working and working and working on getting these ads all humming along nicely. You've tested those various audiences. You've worked with the client, got the avatar, the messaging, and all those pieces together and you’ve got the ads ticking. If people don't want the offer, they're going to be a bit dismal. They're not going to be profitable for you. And as an ad manager, that can leave you feeling really deflated. Because while we do not want to tie up our worth to our results, we are actually in a result based business that people are paying us for. And our job is to get traffic over to their site to ideally convert them to sales. So if we have clients that we can't get these sales for, if you're a conscientious ad manager who really does care about their clients, then it's going to weigh a bit heavily on you.

So if you have a client that this is happening with, where you're driving this traffic, after all the testing, after running significant traffic through the funnel, they're still not converting, it needs to be the most obvious issue that is the offer.

So one of the best things that you can probably do at this point is to part ways with the client. There's no point continuing to put yourself in this stressful situation, trying to get results, trying to get sales through and the other party just isn't coming to the party. So at that point, what do you do? How do you go about parting ways with your client? What do you say? Well, it's just a matter of looking at your agreement.

First of all, you have to check what your service agreement is and make sure that you do have a service agreement, which is something that I actually have my elite ad managers do. They have a complete, drafted up service agreement that's been written up by our lawyer and it's worth one and a half thousand dollars so they are protected. So make sure your service agreement is protecting you for situations like this and refer to it when things like this arrive.

So it may be that you have to give 30 days notice. If that's the case, then you would be advising your client that this is going to be our last 30 days together and we're trying everything that we can, I've done X, Y, Z, blah-blah-blah, you'll see that we've got this many leads. We brought in this many leads, this many people to the webinar, these many people do the sales page, we tested all these audiences, tested all of this creative, tested all this messaging. We've done all that we can with this.

So therefore for the remaining 30 days, we'll still continue to do the best that we can. We'll still continue to optimize these ads to revise them and get the retargeting tweaked and refined as much as we can. But after these 30 days, we're going to need to go our separate ways, because we don't want to have you on board and not get you results.

So that's just what you would have to be presenting to them, making sure you give them that notice and letting them know when your time is up, that you will have everything wrapped up for them. They'll be able to go to whoever it is that they're going to go to next to manage their ads. And you'll have all the information there that they can take with them so that the offboarding procedure is nice and smooth and you're handling it with integrity and grace so that if your client at some point goes to another ad manager and then they end up coming back to you and go, Oh my gosh, I didn't realize how awesome you were and how much you were doing for me. I've been to X, Y, and Zed. And I didn't get any of this attention. So I would love to work with you again, I'm reworking this and blah-blah-blah.

Make sure that the offboarding procedure is a nice, smooth one that's nice and professionally you take care of them all the way out the door and just close the door behind you, not so that somebody is getting upset, but it's nice closure.

I love to send a gift to my clients when they come on board and then also when we finish up working together say, Hey, thank you so much. It's been an absolute pleasure working with you all the best for your future Facebook ads.

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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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Does your ad headline have a hook?

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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HELP! My ads aren’t converting!

My ads aren't converting!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Ad Account Restricted! Now what?

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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