How to Handle a Client Who Is Insisting on Using Their Own Ad Copy or Ad Creative?

So you've got a client on board, and they are adamant about the ad copy they want to use.
Maybe they even have the punctuation, grammar and everything they want all laid out to a T. Or maybe they've got images that they've spent a fortune on getting or professional photo shoots that are graphically designed. Yet, they’re adamant that this is all on-brand and that this is all the stuff that they want to go out there. You start running it, but the data is coming back, and it's showing you that people aren't resonating with it.

Possibly even the copy may not be compliant because chances are your client is not a copywriter. They're probably not a marketer, but they think they know their audience or think they know how to craft copy, but it actually falls flat. And you can see that by the data that is coming through with your ads.

So you go back to your client and go, “Okay, so this is where we're at with your ads.” They then go, “No, no, no. That's the copy that I want, and I want to use these images.” So you're ripping your hair out because you're seeing that the data is not actually coming through that's supporting what your client thinks. While your client may think this is a great ad, great image, and this is on-brand for everything. The data is telling you everything otherwise, what do you do? How do you handle that? That is a great question, and that's something that many ad managers have faced over the years.

I know myself and colleagues who have had some clients very adamant about the ad copy, but it just doesn't work. So one of the best things that you can do is try to show them the data. If they want it to work, I mean, as long as it's compliant. If you read it and you see red flags all over it, it's not compliant for this reason, this reason, and this reason. Obviously, you'll be talking to your client before loading a campaign, but if they still want to run with it, then at least you would do your due diligence. You've told them all about it. You've said, look, I'm afraid that if you run this ad, Facebook will disapprove it, and if that happens, it could shut down your ad account.

Make sure you are upfront, and you tell them all these things. If they say, “Yes, I want to run with that ad,” you go, “Okay, I've given you my best advice. I have told you about the risks associated here, but if that's what you want to do, you're the client. We'll run with it and see what may happen.”

If it all gets shut down, well, then you're positioned as the authority. Then you know what you're talking about. Unfortunately, the client may not always see it that way at the time. Things could get emotional, but you have done all that you can, you gave your best advice, and you've shown them that you are the expert and know what you're talking about. Hopefully, they will listen to you a bit more next time.

But let's just say it's all compliant. But you know that it's not well-written, and you can see that they may be talking all about themselves. Whereas, a good part of ad copy is going to be showing the person how you can help them. Not sort of saying, I've done this and I've done this and I've done this. It's guiding them through, showing them that you're the guide to help them go from where they are now to where they want to be.

So the copy may not be so good again, express this to your client and just say, “Okay, so this is where I feel like where this copy is going here. I'm not exactly sure how it would perform with the ads because generally people really respond to XYZ.” Copy that shows this, this, or this, or is more story-based or whatever it may be. Again, if your client goes, “No, no. I want to run this. This is the ad that is going on.” Okay, fine. Let's run it. And we'll see what the data says. Chances are you might have a low click-through rate and may have a low commission rate on the opt-in page.

So again, take that data back to your client. Your client might end up saying, oh, it's the audiences. The audiences are rubbish. That's again where you can say, well, actually, I tested these audiences. I've run these audiences with many different campaigns before with similar niches to you, and they typically work well. So what I would love to do is do some variations of the copy or possibly the creative. As I said, they've got all their nice brand images. They're all on point, they look professional, and that's what they want to run with.

How to Run Facebook Ads for clients
And again, a low click-through rate is happening, but you know, the audiences work, and they convert. So going back to your client with the data and saying, “Look, we've got this low click-through rate here. I know these audiences. I’ve tested them with lots of other ad accounts. So what I see from my experience working with different ad accounts is XYZ, and this may work well.” It could be what typically works well, very native images. So things that don't look so graphically designed, like a post from their friend in the newsfeed, can work very well. Or variations of videos, putting videos in, or even slideshows, et cetera.

So testing some other options, communicating and talking back to your client about that. Saying, “Great. We can run with these, but also what would be great is if we can have a bit of a test budget or put 30% or whatever it is, or 10% of the budget towards these ads, and let's see how they perform.” Or just talk to them about launching these campaigns, and then put this copy and creative in the same ad set. Facebook will see which one it thinks may be the winner. It may not work out so well. It may determine the winner is still one that's getting a 0.5% click-through rate. And then, if that's the case, you'll turn them off and try the other ones.

So communicating with your client, getting clear and showing them the data, even though they're probably not going to be so data-oriented as you. But at least when you have the data from Facebook, you'll be able to say, “Look, we've launched these ads. We've used these images and copy that you've supplied, and we've tested it with various audiences that we haven't seen work in the past. Now, as you can see here, it's only getting a 0.5% click-through rate, and we want our ads to be getting a 1% click-through rate. One of the main reasons it would have a low click-through rate is that people aren't finding the image, headline, or copy engaging. These are the things that we need to change. I'd really love to be able to test some of these other images and see how they work, as well as some variations on the copy that is more story-based or whatever it may be. So if you're happy for us to try that, I think that would make a massive difference to the results we're currently seeing with the ads.”

Having that data in place may help your clients see that you know what you're talking about. Some think they know their audience, and chances are they do, but they're not a Facebook advertiser. So they don't know and see what's going on. They may just see what all the gurus and the other people they follow are putting in the newsfeed and in their ads, and they think that it's what works.

They haven't seen the backend like you’ve seen it. So get the data in. If they're adamant, fine, let's run with this. Here's the data. Express your concerns to start with running the ads, get the data, present the data, and then again, reiterate what you've said already. Let's try some different creative. Let's try this, let's try something native in the newsfeed. Shocker…it won't have all the words all over the page. For example, it's just going to be you (the client) as a selfie; they work really well. Then let's change the ad copy, so we're not just talking about you right at the start and how excited you are for your, whatever it is. Let's talk about the client and where they are now, where they want to be, and how you can guide them there.

I hope that's empowered you as you may have these conversations with clients in the future, and maybe you already have. If you have, I'd love to hear about your experiences at [email protected] I'd love to support you as you go forward and continue to have these conversations.

If you want to know more about being an in-demand ad manager, run over and download my Quick Start to Becoming a Six-Figure Ad Manager guide at

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How to Provide a Stellar Off-Boarding Experience

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

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

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

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

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

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

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

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

Also, a Loom recording will help explain the campaigns that are all set up. This is our top-of-funnel, middle-of-funnel, and bottom-of-funnel retargeting. So having all of that in place to do the recording and hand that over to your client.

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

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

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

Getting all that information together, ready to hand over, will do you a favor. It will also leave your client feeling that they have been well looked after, right up to the end. Instead of you saying, okay, we're going to part ways and them feeling like they've been forgotten about.
How to Run Facebook Ads for clients

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

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

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

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

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

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

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

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

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

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

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What Is the Minimum Ad Spend That a Client Should Have for Your DFY Services?

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

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

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

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

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

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

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

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

How to Run Facebook Ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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Are Your Clients Q4 Ready?

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Vanilla. Great for Ice Cream, Not for Ad Copy

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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The Secret to Adding $100K to DFY Ad Management Services

Want to know how I added over six figures to the revenue for my done for you Facebook Ad Management Services?

Well, it was with a low-ticket offer or what we like to call a self-liquidating offer. It was part of an overall strategy that I have developed while running ads for clients in the coaching and digital course space. I bundled up my methodology, put it into a self-liquidating offer, and sold it for $27. I'm not even including the revenue that was generated from the sales of the product in the hundred thousand dollars.

This strategy also brought in some ideal clients who purchased this product and said, “Oh my, this is amazing! I love what you do. I have watched this training, and it is fabulous, but I don’t want to run ads. I want you to run them for me.”

I had people reaching out to me with a credit card in hand, ready to sign up for my done-for-you services without even selling to them. The selling had already taken place by them buying my self-liquidating offer. So they came on board as premium clients that I typically charge $4,000 per month, plus a percentage of ad spend.

When clients came on board, we managed their ads for some time and that brought in over a hundred thousand dollars. So it’s probably more like $130k or $140k. I haven't exactly kept tabs on it, but it's well over a hundred thousand dollars.

How to run facebook ads for clients

So why wouldn't an ad manager want to have their own SLO?

While you can run Facebook ads for clients, it's amazing to add additional revenue sources to your business, and having an SLO, you can run it on autopilot! You don't have to make discovery calls to make sales. You could be doing anything. You could be out having coffee with a friend and your phone dings because you've generated a sale.

And I tell you what, that is such a great feeling for a service provider to actually be able to enjoy that passive income. I wouldn't exactly say it's fully passive, right? There is still work to be done, but it's a great way to offset some lead generation costs. To get people to come into your sphere and know a bit about you, your systems, processes, what you do, and who you are. They then ascend to becoming your done-for-you clients.

So here's four reasons why I think all ad managers should have their own SLO.

Number #1 – Productize a piece of your service.
You have a very valuable skill set that so many businesses need and some of them may or may not be ready for your done-for-you services.

That's fine, but there will be those ones who are, and they come in after they experience your offer and experience your way of doing things. They love it and want to work with you.

So just productizing a part of it. Like my Client Attraction Code is part of an overall system, which I call the Social Charlie system, where we have all these top-of-funnels, and we keep our top-of-funnel nice and wide. We bring people in. Then we have this whole retargeting stack of three streams to capture people the whole way through to continue to nurture them and convert when they are ready to make that decision.

We can catch people when they are solution-aware and are looking for that solution. We can also draw in and nurture those people who are not at that stage, but we can build that awareness, affinity, and authority with them, so that when they are ready to purchase, we are the ones that are on their minds. That's the section of the audience that so many people miss.

Our Social Charlie system is this big, comprehensive system, and just a fraction of that is helping people to attract and build an audience. That's going to indoctrinate them into their way of doing things, nurture that relationship and have people ideally reaching out to them going, “I've seen you in my newsfeed. I love what you're doing. I'd like to know more about working with you.”

As an ad manager, there is a lot to running Facebook ads. So you could put a product together of some of the things that you've learned or that you’ve applied to your clients. It could be about audience research, pixel installing, or teaching about standard events, custom events, and custom conversions. With all these iOS changes that are going on these days, people need help with setting all that up as well. It could be on ad copy and creative. It could be looking at the data metrics, how to scale, or how to optimize. There's so many facets to Facebook ads that you could just zero in on one. That's going to talk to who your ideal client is, draw them out, and be attractive to them.

So productize a piece of your process. I always think it's a great idea for ad managers to be running their own ads. When you have an SLO, you put your ad spend behind it; you’re putting your money behind it. So now you're experiencing what it's like for your clients to be spending money on Facebook ads. This gives you a great opportunity to do some more testing that maybe you wouldn't be able to do on your clients.

Number #2 – Making money with an additional revenue stream for your business.
Normally you would be putting your content out there. You would be doing lead generation campaigns to get people to come in and book a call, and I've done all that. And man, I've had some calls that were not ideal clients. When putting your SLO out there, you're getting sales at any time. On a day off, while having a coffee or even making money while you sleep. Because it's out there generating revenue for you as well as paying for your ad spend.

Ideally, even if it doesn't cover it fully, at least it's going a long way to offsetting your ad spend.
And that's what an SLO is, a self-liquidating offer. Your lead generation campaigns are bringing people into your world to nurture them, ideally paying for itself.

Number #3 – Attracting those done-for-you clients by putting your content out there.
You can be hitting a pain point of an ideal client who's maybe doing their own ads and they've been doing it for a while. They feel stuck where they're at and would like to hand over their ads to someone else, but they don't know where to start. They see all these ad managers around and have heard all these horror stories.

How do I find a great ad manager? Well, they can buy your program and can see how you do things. They say, “Oh, I like the way they do this.” And then they reach out to you. By bringing in those done-for-you clients, it's a great way to be able to tap into that audience and bring in these qualified leads who have their credit cards in hand, and they're just ready to buy from you.

Number #4 – You can be building a list of buyers.
Rather than just building an email list where people are disinterested or not engaged, and they're not even opening their emails, you've got people paying to be on your list, and you are creating a great quality list. As an ad manager, you probably neglect having a list of your own because you're busy building up your clients' list.

However, this is a great way to help you build your own list and add people who have purchased so that you can offer an additional service. One offer could be done-for-you services. Another one could be that you hold a monthly workshop or every two months, every three months, whatever you can fit into your schedule. You could say, “Hey, I'm doing a workshop on …” (something else that's going to complement your existing SLO).

So, for example, if you did an SLO on audience targeting, you could be doing a workshop on optimizing your ads or reading the data. These are additional workshops you could be offering to these people, who've already shown enough interest in what you have to offer to purchase from you.

You might also offer some coaching spots. If people aren't at that stage of looking for an ad manager, they may be interested in some one-on-one coaching or office hours, as I like to call them. For example, you could have a group of people, and for two hours every week, you have your office hours. People can jump in, and you answer their questions. Or you can even do consulting, strategy sessions, or offering audits.

There are so many additional things that you can offer. It’s about bringing in a great quality audience with an SLO. So that's four reasons why I believe ad managers should have their own SLO. You can generate additional revenue, build a list of buyers, or have offers that you can sell to people along the way who maybe aren't ready for done-for-you services. Also, experimenting with ads with your own ad spend, which is a great thing for ad managers to do.

If you're interested in creating an SLO, my Self-Liquidating Offer Intensive covers all of this if you haven't run one already. This is an intensive training! We go through all the steps of what you need to do to create an SLO, what would be a good topic for an SLO, creating the sales pages, emails, and email sequences. We also cover using products such as Active Campaign (where there's all the sequences), and ThriveCart (which I’ve found to be a great payment gateway because you can track the individual purchases). So many other platforms do not allow you to do so, and that is a crucial part of it.

The Self-Liquidating Offer Intensive covers all of that for you. It gives you a system so that if you want to add it to your services, to offer clients, whether it's building out an SLO or just running the ads for an SLO, you'll find it all in this training.

Here’s the link to go learn more about the Self-Liquidating Offer Intensive. I hope it has inspired you to see that there are so many more opportunities for you rather than just running strict, done-for-you services and believing this is all you can do.

There's lots of opportunities because you have such valuable expertise.

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Different Ad Strategies to Test in This Post iOS World

What different ad strategies can you be testing in this post iOS world?

With the Apple iOS rolled out and changes that are happening with pixel tracking and cookie tracking, and who knows what else is going to be unfolding in the future, what are some ad strategies we can start incorporating that will actually keep people on Facebook so that we can continue to retarget them and suffer minimal tracking issues?

Well, there's a number of options. The first one is using Video View Campaigns. Now, Video View Campaigns are typically designed to go out to people who are more likely to watch a video.
However, it's worthwhile testing an ad that is in a Conversion Campaign in a Video View Campaign. What that means is, if you have a Conversion Campaign with an ad that is a video, it's got the headline and a link on there to say, “Learn more.” People will head over to the website to opt in. Then you can duplicate that ad into a Video View Campaign. So it's pulling in the headline, the links, and all the bits that you want for a Conversion Campaign. You can test it in the Video View Campaign and see how it performs.

As a heads-up, you will see a really low click-through rate in a Video View Campaign. In a conversion campaign, we want our click-through rates to be around 1%. And that's what we need them to be, to have a nice, affordable cost-per-click and to keep our numbers all in order then for our cost per lead and such going over to a Video View Campaign. You're going to have a much lower CPM in your conversion campaign. It might be $20, $30, $40 or so, but over in a Video View Campaign, it could be as low as $10.

That's going to offset the lower click-through rate that you're going to have. So instead of a 1% click- through rate in a Conversion Campaign, you might only have like a 0.3% click-through rate in a Video View Campaign; you're going to have much lower clicks. However, the cost-per-conversion may still come out the same, because if it was a $10 CPM versus a $30 CPM in your Conversion Campaign, then it's going to cost you a third of the cost of a click, but you're also getting a third of the number of clicks. So they may outweigh themselves there. Just keep an eye on that.

You may still come out with $5 registrations for example, but at least then it's still working for you. You've got that lower CPM as well, so that's something for you to test.

How to run facebook ads for clients

Number two is Lead Forms. A word of caution with Lead Forms: In the past, they have been notorious for bringing in low quality leads because it's so easy for people to opt in. Chances are, they've also opted in with an email that they may no longer use. It's an email they set up with Facebook 10 years ago and they may not even check it that much these days. So that's a word of caution there as well, but it's certainly worth trying.

There are two different options when you create your Lead Forms. One is for more volume and the other is for more quality. While selecting the option for higher quality one should get you a higher quality lead, still test and see. When it comes to testing, have the client or yourself go in and check the CRM so that you can see if the people opting in are actually opening their emails. Because if they're opting in and they're not opening the emails, that's generally a sign that it's not such a good quality lead if they can't be bothered to check their emails and open them up. However, we can continue to get back in front of them with our retargeting.

People who have submitted the Lead Form can be in your retargeting sequences. So that's great, but we also want them to show some interest and open up our emails. Check and see that you've got at least 30% of people opening your initial email. That should generally be as high as 60% or even 70% that the initial email gets opened. So if it's way under that, then that's a danger sign. But it does decrease to about 30% pretty quickly, probably about by the fourth or fifth email. So just have an eye on those numbers as well to see if you've got some good quality leads coming in there, or perhaps not.

Another sleeping giant of the ad formats has been Instant Experiences. I've used these a bit over the years for various clients, for various reasons. We've created Instant Experiences that have had a webinar in them, and people can watch the webinar right there and then click and go over and opt in or purchase or whatever it was. We've also done SLOs (self-liquidating offers) using Instant Experiences.

Instant Experiences require a bit of setup. They're beautiful. If you don't know what they are, it's actually like a little landing page that fires straightaway. You create it there in Facebook, and it's a beautiful, beautiful experience for your lead because it opens straight away and they can look fantastic. If you have troubles with websites or if you have clients who don't have ideal websites, then creating an Instant Experience could be a really good option for you. That way, people can open it and get educated and become aware about what your client does and what services they offer. And with your Instant Experiences, you can have a number of them. So you can have page one, and then they can click to learn more on page two where you can actually build some higher-intent audiences.

Number three, they've obviously shown a bit more intent. You may have a retargeting ad that would be talking differently to that audience as you would to someone who's just landed on page one. Now with your Instant Experiences, they are actually connected to your Facebook page. So you have to go in where you can create them in Ads Manager, or you can go in and create them via your page, which is probably the more secure place to do them. You can also integrate them with a Lead Form at this stage. You can't do any purchasing with them.

Like I said earlier for a client, we went through and they could just tap on it. And then they were on the webinar page where they got to watch the webinar, and then they would tap to go over to your website after they've watched the webinar, or from the webinar over to join now, or learn more, or book a call. You can have that all directly in there as well.

So check out Instant Experiences and test around a few different campaign objectives. Probably the best one to go with would be a Conversion Campaign that's optimized for landing page views. Because you want them to open it up and fire. Do some playing around with those, experiment with them, and talk to your clients about them. Say, “Hey, this format, it keeps people on Facebook and allows us to track them even more. We'd like to have a go testing with these.” Just have 10% of the ad budget that could be going towards testing these Instant Experience ads. I'm very excited they'll be rolling out some more testing with those in the near future for ourselves and our clients, and I'm excited to see what the results show there.

So that's a couple of ways to be keeping people on Facebook. Building your audience on Facebook, and being able to re-target them with all the iOS changes where we may be losing people and the tracking by going off-site. With Lead Forms, Instant Experiences, and then also using our Conversion Campaigns and popping those video ads over into a Video View Campaign, we can see how they perform for you in that objective.

If you want to know more about becoming an elite ad manager and seeing how it's possible to make consistent 5k months, head over to and learn all about our certification and how it can help you as an ad manager, providing a premium level of service to clients.

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Do You Know What the Difference Is Between Standard Events, Custom Events and Custom Conversions?

If you run ads, there's no doubt that you already know about standard events and custom conversions. But something that a lot of ad managers don't know about are custom events, what they are, and how they are different.

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

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

An example would be the lead standard event. We would typically install that on a page where somebody will land on the opt-in and then they'll put in their email address. Then they land on the Thank You or Confirmation page. And that is where a conversion has happened. So the standard event would be installed on that Thank You page. And that's what we are optimizing our conversion campaigns for.

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

Then we typically use complete registration standard event on webinar funnels, for example. It's something that's a bit more of a bigger task where they're going to sit and watch an hour of training. Then when you've got your high-ticket funnels, and afterward they have submitted their application form, you'd schedule for when they have actually booked a call.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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How to Leverage Facebook’s New Page Engagement Audience to Rapidly Grow and Scale Your Business – Part 2


Ever heard of hope marketing? You know the kind where ya' pays ya' money and ya takes ya' chances? Most of us marketers have and it almost always ends in failure.

You must have a strategy when it comes to promoting your products and/or services using Facebook advertising.

So, if you're just randomly sending ads out saying buy this, buy this, hoping they will come back and by, then that's really not the smart way to be doing your Facebook ads. That's “hope marketing” Instead, you need to have a strategy in place.


That's where sales funnels come in. You may have heard of that before. You may not have heard of that before, but what it basically is, is just getting a strategy together.

Having a plan together of how you're going to be getting your online leads and sales. Watch the video or continue to read below:

Whether that is through paid Facebook ads or whether it is just working on things organically, which does take a really long time, by the way. You really do want to get into Facebook ads.

But before you do, you want to have this strategy setup so that when people people do start coming into your funnel, they will be aware of what the next step is.

They'll know whether they're going to opt in for something, and then they are on your email list and then you can keep contacting them. You're not just relying on paid traffic.

Sales funnels are a really, really critical part of an online business. That is what takes business owners from just having a hobby to actually having a business where you can start seeing leads, where you can start seeing sales come in.

It can be more of a predictable income stream as well instead of just hit and miss. It's a really, really vital part of the puzzle. I know there is so many bright, shiny objects.

I got into online marketing years ago. I wasn't always into online marketing and sometimes I wish I wasn't because there is a lot to it. It can mess with your head, but when I started it years ago, there were so many options.

There was so many platforms and so many tools, it was like, okay, let's put an eBook out. It was like, okay, how do we sell it. What's our platform, where do we go, what sort of website do we need.

Because of so many options it was overwhelming and confusing. That is where a lot of online entrepreneurs can get stuck by trying to figure out all the platforms, by trying to figure out the best way to do things.

As I've been working with business owners and helping them with their sales funnels, I've really seen that there is a really streamlined approach that you can do.

That is what I want to help business owners to achieve. They can streamline the process so that they don't have to get caught up in all these different platforms that are going on.

They can just focus on what they do for their business and have a simple, simple system that they can tweak and refine.

You're not going to get it right on the first go but you can tweak things along the way very easily yourself.

Don't have to worry about going to any web developers any more. That is just a costly thing and also you're at their mercy. It could take two weeks to get something changed on your website.


Just simple tools and strategies that you can use and apply to get your message out there and get it heard by your ideal clients is what you need. Your followers are going to resonate with you and resonate with your message. Those people that you want to serve and help.
Very simple streamlined tools and systems. They can be put on autopilot.

Once you've adjusted them and got things going then you can scale off. That's when you can start putting more money into Facebook ads and the systems are already there and in place for you to just be able to go, okay, I'll spend an extra $20.00 today on Facebook ads.

More sales and leads come in without you having to do any extra work. It's automated and it's scalable, which is what we want.

As online entrepreneurs, we want things to be automated, we want things to be scalable. It's so doable and it's so simple.

When people who are just starting out with an online business ask me “What should I use for my website?”  I have one word for them


This software is a game changer for people who want to build an online business.  Say ‘bye bye' to expensive developers, complicated coding and band-aids to stick a multitude of platforms together.

This program puts a whole Sales Funnel together from Landing Page, to checkout and then delivery of your online program (if you have one and if you don't already, plan to do one!)

It's the program I use for clients with 6 figure ad budgets and multiple 6 figure revenues.

But don't let that intimidate you.

Like I said it's SUPER easy to get up and running with a simple sales funnel and then you can scale it like crazy when you're ready.

Here's a link for you to check out Clickfunnels for yourself – it's a 14 day FREE trial so you could even be getting sales before your trail ends.

I'll be FB Live at 9am Thursday (Qld time) / 3pm Wednesday PT where I'll be talking more about Sales Funnels and how to use them to bring in leads and sales in your business.  You'll be able to watch and ask me any question you may have about your funnel.  Here's the link to join me

Look forward to seeing you there 🙂


This is my affiliate link for Clickfunnels which means to do get a small commission if you proceed with a paid membership.
But s.e.r.i.o.u.s.l.y…..  this program could be the difference between getting stuck in overwhelm, or getting sales…  Here's the link one more time:



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