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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What Are Your Responsibilities as an Ad Manager?

Are you responsible for getting leads for your clients, or are you responsible for the sales for your client's offer? Are you responsible for copy, creative, or videos? That's what we're diving into.

First off, it depends on what is in your service agreement. Especially when it comes to copy, creative, and videos because a lot of ad managers are a bit unsure of this. We often default to providing copy, doing creative, and possibly even videos. So that needs to be clear in your service agreement from the start.

I know ad managers that charge $4,000 a month or even more, and they don't provide copy and creative. That's the client's responsibility. Now, if you are charging that price point and your client is paying, chances are, they've got a team in place. They've got a copywriter, someone that does their copy work, images and videos. They have a team that you can tap into and use their copy and creative. Now that's especially useful when they want to make sure everything is on-brand.

Now that's at a higher price point. What if you're charging $1,000 or $2,000 a month to run ads for clients? Should you include copy or creative? My answer is it's entirely up to you. If you are confident with your copywriting skills or can provide excellent quality images, then yes, you can include that.

You may want to include it as an additional service. You can say this is my base rate for running Facebook ads. This does not include copy, creative and videos. If you would like that to be included, it's an extra $500 a month or whatever it may be to incorporate that in because that's going to take additional time.

If you talk to any ad manager that's been busy running ad campaigns who also has to write copy, they’ll tell you copy can take hours to write because you need to know the avatar. You need to go off and do research. You need to go off to say Amazon and look at book reviews to find ideas of what to put into copy and what their ideal client is saying. Copy can take a lot of time. It's not just a simple matter of being an ads manager, getting the inspiration, and then putting something in.

That can be put on as an additional service. So when it comes to your responsibility to do copy and creative, make that clear in your service agreement. That way if your client says you were supposed to be providing copy, it's there in the service agreement that copy wasn't to be provided.

Service agreements are great to protect you and to provide clarity for the potential client as well. So they know exactly what they are and are not getting. When it comes to using copy, and particularly creative, many clients will tend to use very professionally graphic designed stuff. I love to use very native images, and they tend to work very well in the newsfeed. They don't stand out as an ad, and they look very informal. People will see it, and they'll think it's somebody that they know. So they'll stop and have a look and start to read.

How to Run Facebook Ads for clients

So when it comes to using creative, I would be talking to the client, asking them to provide selfies, for example, very native things. Even just pulling things from their page or even their personal profile to be used in ads. So that's one of your responsibilities as an ad manager to know if copy and creative is your responsibility or if it's the responsibility of your clients.

Now we're talking about lead generation. If you're doing lead generation campaigns, is it your responsibility to be getting leads for your clients? Well, if it's a new and unvalidated funnel, then I would say that is not entirely your responsibility. Does your client even know that this is something that their audience wants?

If they have been offering it organically and they’ve been able to get people to opt-in, then that’s a good sign that it is something that people want. However, when it's organic and when it's to warm traffic, it's very different results than it is with Facebook ads.

So I would be saying that in the first 90 days, in particular, that is your data-gathering exercise.
That's where you’ll be talking with your client, identifying the first avatar you want to target, getting the messaging and the copy right. Depending on how much ad budget they have will depend on how quickly you're going to get the results to see if the ad is not working or if the landing page is not working as the conversion rate might be down.

As ad managers, we are very results-driven. It is up to us to get results for our clients. However, your client needs to make sure that they have an offer, product or service that their people want. Without ads, that's where we're going to be saying, this is your offer, product or service. Let's see how we can package it up with some great messaging and copy. Here are the audiences that we've tested before. We've run campaigns with other clients, and we know these audiences convert. So we'll start here, see what the ad data tells us, and then keep testing and revising.

It's likely going to take a while. You're not going to hit it out of the park straight away if it's all brand new. You need to be working on various versions of copy and creative and testing different audiences. So that's where it's going to take a few months. It is your responsibility to be working with your client, to be dialing in that messaging, dialing in that copy for them based on what they know about their ideal client. How you can get that message and that offer out to the audiences on Facebook to get results, and then be interpreting the data to make informed decisions of what to test, try next and get that information back to your client.

When it comes to sales, for example, a live webinar where people are opting in, they're watching the webinar, go off to a sales page, and go through to book a call. So your job there is again to be driving quality traffic through, opting in for the webinar.

Now, if the webinar is not generating sales, then yes, that's where most likely the client will say, the audiences are crap, you're bringing me bad leads. Is that the case? Or is it that the webinar is not converting? That's a decision that's only going to be made when you get more data through.

Like I spoke about with the lead generation campaigns, if they're being promoted to warm audiences, that will convert very differently to cold audiences. There's going to have to be a complete shift of expectation on the client's behalf that you'll have to educate them on if they're not aware. Warm audiences, they already know you, like you, trust you to some extent, and they're likely to convert much easier than just going straight out to cold traffic who don't know you and are just opting in for the first time.

If they have been offering this to warm audiences, and it has converted, then that's a promising sign and a great place to start when it comes to cold traffic. But I mean, if it hasn't been converting to warm audiences, why would it convert to cold? Also, suppose they haven't even tried converting it to warm audiences. In that case, you are starting at square one, and you're going to need to advise them to expect about 90 days for this to start showing us any real results because it's a data-gathering exercise.

Start with dialing in what the offer and the messaging is. Then, see if the ads are converting, people are getting to click, come through, and opt-in. Then it may be having to optimize the opt-in page, as well as the sales page. That can only be done when audiences start coming through, when you start getting the numbers all coming through, that you can get a good amount of data.

With all of that, you're going to have to get at least 100 people in to watch the webinar before you can decide on whether the webinars are even converting. Because if you get 100 people to the webinar, you may get about a 2% – 3% conversion rate. So if that's the case, 3% would be good. If they're just starting out, then 2% would be lucky to get, unless they really know their audience and it's dialed in.

For 100 people to come in and let's say 2% conversion rate. Then that's two people to purchase. Now, if your client is spending $20 a day, they get four people to opt-in for the webinar, $5 each (some niches are $10 or $15). Let's just say $5 for someone to opt-in is $20 a day. Four people a day are opting in. Look at that math. To get 100 people in and watch the webinar, that's going to be 20 days to get to sales.

So again, setting expectations with clients about getting the data, getting results is such a valuable thing. A lot of people might just think I can do this funnel or spend $50, and I'll get a sale. It just doesn't always work that way. So your responsibilities initially, working with clients, are to work with them, to get their message, offer, product or service dialed in and out to their ideal client.

Look at the numbers that are coming through and optimize where possible. Communicate back to the client where you're identifying some bottlenecks and what actions are being taken to resolve and see how you can improve things. Get more people to click through and get more people to opt in, whether that's with the ads. Communicating back to your client that the landing page doesn't seem to be converting so well.

Communication and getting the data through is the name of the game, and that's where you as an ad manager are starting off initially. If it's all been validated and if everything's been proven that the funnel converts at 5%, it is your responsibility to keep working with that and find those audiences. Continue to enhance with their messaging, and offer to get those ideal clients over and help them get results.

So I hope this has been interesting and informative. If you've got any questions, you can reach out at [email protected] or if you want to know more about becoming a six-figure in-demand ad manager, download the guide here

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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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Do You See Yourself as a Leader When Working With Your Ad Management Clients?

When it comes to working with your client, do you see yourself as a leader? You should! Your clients want to know that you have things under control and that when things go south, as they do in Facebook land, you have everything under control. They are confident in you, in your abilities, and know that they are in great hands with you running their ads.

Even if things may not be performing as they have previously, especially with all these iOS changes, we've been going through a bit of a rough spot at the moment. Many ad managers have, but there's still a lot of campaigns that are getting great results and are profitable. So we’re giving shout outs and encouragement to all our Elite Ad Managers and Inner Circle Ad Managers who are still crushing it, even in these crazy times.

It is still possible to get results. However, a lot of us go through a rocky season, and even if it's not iOS, things can still be rocky. It's when things are rocky that you really shine. When things are easy, when everything's profitable, the cost per lead is nice and low, the cost per acquisition is going nicely, and you're hitting all the KPI’s. Sweet! Everybody's happy. You probably don't even need to talk to your client very often because everything's working; they're happy. But I hundred percent recommend that you always still regularly speak to your clients.

Keep that relationship building up when things are going good so that you've got that relationship you've been building on when things have a bit of a downward turn. Now, when things take a bit of a downward turn, it's how you act in those times that will speak volumes to your client. If things aren't performing as well, if those tried and tested audiences just aren't converting anymore, or the ads which have been proven aren't converting anymore. Where are you going to go? What are you going to look at? Who were you going to point the finger at? That's not what a leader is going to do, right?

This is where you're going to shine by looking at the data and reporting back to your client about what's going on. Explaining here are the bottlenecks and owning it that if the ads are not converting, you are talking to your client about that. You can say, “Look, we've got these proven audiences that have worked in the past. We've got these proven ads that have worked in the past. We're doing all the same things. However, we're just not getting the same results.”

Now, what do you do then? You could just be scratching your head or you could just throw it off in the air. You could just be throwing it back to them, but this is where you should explain this is what I would recommend that we do. You have other strategies that, through all your expertise, you can say why we're doing all these things. We're also going to be testing and rolling out X,Y,Z, providing them with other options, assuring them that we are still on top of it while all this is going on, which appears to be out of our control.

You're going to be implementing some other proven strategies, best tactics to move forward, to keep going with this. So rather than pointing the finger to say they need to do this and that it's their problem, look at the data, acknowledge what the data is telling you, and make those decisions. Communicate with your client what's going on, and communicate the strategies you are taking to overcome this or work through it.

That's going to show your leadership and instill confidence, rather than just pointing the finger, blaming other people, throwing people under the bus, which you know, we're not a fan of here, and just making excuses. So shine as a leader when in the good times, as well as when things get rough.

Now, quite often, your client might have a business coach who may come to them with these other ideas and strategies. For example, if ads aren't going well, your client might talk to their coach and say, “Oh, we're getting $10 cost per leads.” Your client's business coach may say they should do some lead formats, do this, or do that. All these other things, which chances are, they have not looked at the data. They're just saying things that they've heard, but they may not be applicable and relevant to your client.

That's where you need to stand up, show your leadership, and talk to your client. I know this can be very difficult, and they could be putting a high priority on their business coach and their advice. That's fine, and that's going to happen. They're paying for them. So chances are, they will trust them, but they're also paying you. And therefore, they need to trust you as well.

How to run facebook ads for clients

They might come back with some of this advice that you have tested before, tried it recently, and it hasn't worked. It could also be, for example, if they were to say, you need to do some lead generation ads, then you could say, “Well, we have done that previously and this is what we have typically found with lead formats. But if you would like us to test it, we can allocate some of the budget to this. I really do feel that this strategy X, Y, Z is the best way to go considering what we've seen from our peers and other ad accounts.”

Communication is vital for you to help establish your relationship, maintain a great relationship with your client, and show them your leadership abilities in running their Facebook ads. That allows you to earn the respect of your clients.

So often, I talk to ad managers who will have a client who just doesn't seem to listen to what they're talking to. These ad managers who have experience, they’re in Ads Manager every day, working with multiple clients, they're seeing and knowing what's going on, but their client will say, “Well, this is what I want to do. This is what I want my ad manager to do.” At the end of the day, it is their money. All you can do is say, “Look, this is what I would recommend with this situation, and from my experience, what we're seeing in other ad accounts, and what's going on with the platform at the moment, I think this is our best decision here. We can test what you're suggesting over here and see if that works. I'm a hundred percent happy to test that, but the stages are what we're looking at doing.” Your client may come back and go, “No, no. I don't want to do that. I want to do this.” Then you would just say, “Okay, fine. I do think that this is the preferred strategy, but we'll try this. How about we give this a go for a week, get the data through, see what that tells us. Yes?” So that you've said, this is where we should be, but we'll try this.

It's about taking your ego out of it. I know it can hurt, right? If your client comes back and says, this is what I want to do, and they just don't listen to you, that can hurt your ego. But remember, we're there to serve. We want to help our clients get the best results. So if that may mean trying their strategy fine, we can try that unless it's something that really doesn't work.

For example, if they say, “Let's just do a traffic campaign.” They want conversions, people to opt-in for their webinar and then purchase. Typically, I don't see that working, so I wouldn't be terribly supportive of that one.

If it's something that's really not a good idea or if they provide you with ad copy that is bad news and you are very likely to get your ad account shut down if you were to use this, I’d caution them strongly. But otherwise, chances are, you could test what they've suggested if it works great. If it doesn't, then we're back to square one, and they go, “Okay, you do your thing then.”

If this is a persistent thing for you, where you keep getting overridden by your client, they're not listening to you, and things just keep on not working, then I would suggest that you probably part ways with your client. After repeated attempts and not listening to you, continuing and insisting, and they still do it their way and work against you, that's not a good fit. You want to work with clients who are a great fit with you, who you get on with, who listen to and respect you.

So I would very amicably suggest that I've done everything that we can here, and I just don't think this is working out for us. I could introduce them to a couple of other ad managers if you know any that you want to introduce them to. If not, just give your 30 days notice per our contract, we'll finish up, we'll still run your ads as we have been, nothing's going to change there. We're going to do our absolute best to get things in order and ready for your next ad person because life's too short to be working with these clients that are not bringing you joy. And it's actually a mindset of scarcity that still holds on to these less than ideal clients.

So bless and release, and then you will make way for your ideal clients to come along. But through all of it, establish your leadership, help your clients be confident in your decisions, run their ads, and continue to serve them.

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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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How to Make Additional Money as a Facebook Ad Manager

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

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

So what can you do that’s not just limiting you to a set amount of of done-for-you services? Your knowledge! Your experience is so, so valuable. So how can you offer it to more people?
Let’s look at four ways that you can do that. Number one is obviously the done-for-you services. That's your premium services, and that's what you charge a significant rate for because you have experience and expertise.

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

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

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

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

You can also add on a VIP package to that coaching service with those office hours. Say you've got Wednesdays from 8:00 a.m. to 10:00 a.m. as your office hours. People can just jump in during that time and get their questions answered. You can also offer a VIP service that would offer access to you via Voxer. For example, Monday through Friday, if people have questions, they can just send you a Voxer message, and you answer maybe just one a day. That's a big key here! You want to have those boundaries set. You don't want to be hit up in Voxer like 12 times a day because then you're spending so much extra time in there.

Look at the Voxer messages once a day rather than responding to little questions multiple times a day. That way, people will be very thorough with their thoughts and what questions they have for you. It'll help them with their thought process and ask you better questions. For that VIP service, on top of the office-hours coaching, you can charge an extra $200 a month or $500 a month or so for that VIP level.

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

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

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

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

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

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

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

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

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

If you run ads, there's no doubt that you already know about 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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The Best Low-Cost or No-Cost Tools You Need

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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