Digital Marketing

What are three things that you can offer for a VIP day as an ad manager?

I recently held a workshop for ad managers to talk about VIP days that ad managers can offer. VIP days are hot to try, and a lot of people are talking about them and how great they are. But unfortunately, a lot of Ad Managers don't know what to say.

In the workshop, I was amazed that when I asked the Ad Managers who are currently running ads, they all were. But when I asked who has offered VIP days, only one of them has. So a lot of the obstacles for people were, what do I even do on a VIP day? What can I do? So that's what we're going to talk about today and look at three things that you can offer clients to do a VIP day, or how I like to call it “Ad Concierge for a Day.”

Number one, you can set up the Client Attraction Code

This is my system of helping you to get your clients, to dominate the newsfeed, build and nurture their audience, and combine it with some lead generation campaigns or whatever it is that they want to run. This Client Attraction Code builds an audience for us, increases our awareness with that audience, builds affinity, and establishes your client as the authority in that space.

You can offer a Client Attraction Code build-out for them in a day. So you get on a call with them, get all the assets together and spend the day together. Not just building those assets, but chances are if they haven't run Facebook ads before they will need to get everything set up to start running Facebook ads. This can be so overwhelming for people that they will be using YouTube and trying to figure out things themselves but end up wanting to tear their hair out and wasting so much time. So this is where these “Ad Concierge for a Day” are so valuable because people can just get it done in a day and get up and running.

With the Client Attraction Code, you will want to be checking that they've got business manager set up, that they've got their ad accounts set up, and that they've got their page connected. Because that’s where people get caught out as well. They don't realize they need to connect the assets to a person. So assign the ad account asset to the person, assign the page to a person in the business manager, connect a pixel to the ad account, and install the pixel onto a website. So all that techie stuff that is overwhelming, which you know how to do because you live and breathe it every day, you can help them get all of that setup.

So that would be the first part of the day. Then come back after lunch, for example, and get into the rest of it, like audience and avatar. It's not just a matter of running Facebook ads for them and getting Facebook ads loaded. The success of your Facebook ads depends on how well they know their avatar and how specific the messaging in the ad copy is to that avatar with those pain points and the benefits that they're wanting. So spending time on your VIP day with them dialing all that in before you even go in and begin loading up some ads.

So with the Client Attraction Code, that's where you can be looking at resources like their emails. Bring those emails into their automations and the invisible funnel, as I call it in the Client Attraction Code. So that even if they've opted in for something, even if they're on their email list and not opening their emails, because they're ending up in spam. You can get them back out in front of their audience by putting them into their nurture sequence with the Client Attraction Code. So that's one thing, making sure they're all set up for ads, looking at their avatar and then building out the Client Attraction Code, which can be one “Ad Concierge for a Day.”

The second one is a set-up service

So they want to run some lead gen ads. They've got a funnel, it's all there, and it’s in place. They've gone off and done somebodies boot camp or whatever it may be to create their own course or start a funnel. They've done all that, but now they need traffic. So that is where you come in.

So an “Ad Concierge for a Day” where you can come in and again, make sure the business manager's all set up, the pages, the ad account, make sure the pixel is installed over on the site, putting the standard event code on the confirmation page. (Big mistake we always see is that the client will accidentally put the standard event code on the first page, and they go, “wow, I'm getting 50 cent leads.” And whenever I see that, I go, hang on, let's double-check things. So make sure that the pixel is correctly installed and put it so that it’s shown everywhere on the website. So installing it in the header code for the whole site would be great). Setting up the pixel on the funnel and so making sure all that tech stuff is done. Then again, coming back, looking at the avatar, looking at the messaging, dialing all of that in, crafting all that together and then actually loading the campaigns. So then you'll load up a couple of top of funnel, depending on what budget they have and then load up some top of funnel campaigns and some retargeting campaigns.

How to run facebook ads for clients

So that's option number two, a set-up service. So set-up is all complete. Pixels are all in place. Business manager's already to go – load up some initial ads and off they go. You tell your client you have a reporting spreadsheet that you will share with them and explain the metrics that you have to measure each day.

Then option number three is an audit and overhaul

If you've got a client or someone interested in the service, and they've maybe had an agency or someone else doing ads in the past before. They're not exactly sure if things are going so well or they've been doing them themselves, and the performance has dropped. So an audit and overhaul.

They will already have their business manager set up. So all of that will be in place, but are the aggregated events already set up and tracking correctly? So that's something that you would go in and check. So again, make sure that the fundamentals are all correctly set up. Have they submitted their business verification? No, ok, let's set that up. Have they set up two-factor authentication? No, let's get that in place so that we don't have anyone hacking into someone's account who's in your business manager and then loading up a thousand dollars a day of ads in your business manager. We don't want that. So getting all that in place, then again, doing another revisit of the avatar. You've probably noticed, I've said that for each one, and there's a reason why. We need to make sure we know who we're talking to in our ads so that we can get the best results because we've got brilliant messaging targeting that audience.

So revisit that avatar, dial in who you're talking to. It might've been a little while since your client has done this, looking at hooks that you can go out to this audience with. It may be something that they haven't tried before. So crafting all of that together. Before you get to your VIP day, I also recommend that you get your client to complete an intake form. You get that back, and then you can outsource and get some copy already done and written up before the VIP day. So you can review it together on the VIP tweak when necessary and then load those ones on. You'll have some top of funnel ad copy, some bottom of funnel, some fresh stuff that's going out. Obviously, you're also checking the funnel, making sure that the right pixels are installed, that the right aggregated events have been selected for the pixel etc, and then launch some ads.

So, where do you go from there? As you do your “Ad Concierge for a Day”, people are always going to have questions afterwards and what often happens for ad managers is that people will be sending you all these emails, asking questions. So as part of the “Ad Concierge for a Day”, you have a follow-up call booked with them for 30 minutes, seven days after. So they've got seven days, the ads are running. You get back together on a call, look at the data, and then decide what the next steps are, what they need to optimize, and what they need to fix.

From there, you can also then offer them this opportunity because they will see for themselves that they need ongoing support. So you can continue to provide them with ongoing support either with your done for you services or perhaps (as a lot of Ad Managers do) tap into the coaching side of things so that you can offer them support, either one-on-one or in a group. I've got a couple of great strategies that you can either do that by group coaching or VIP one-on-one sessions.

So that's what you can do as a VIP day. Three things you can set up, with the first one being the Client Attraction Code. Number two, do a set-up service for someone who's completely new. Or number three, you can do the audit and overhaul and watch some new campaigns for people who have been running ads previously.

So hope you found that valuable. If you've got any questions at all, just reach out at [email protected] and we'll be happy to answer them for you. If you want to know more about becoming an in-demand ad manager, head over and grab my guide at admanagerguide.com and discover the quick steps to becoming an ad manager.

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Who are the trickiest clients to run ads for?

You may be wondering who are the trickiest clients to run ads for? And no, I'm not talking about specific niches like CBD or things like that. I'm talking about actual clients who are the trickiest ones. Ones that I have seen over the years time and time again can be those clients who have run ads themselves.

They're the ones who likely have had some good success, and it's time for them to hand over because it's taking up too much of their time. They've got other areas of their business that they need to focus on. So it is a bit scary for them to now find an Ads Manager because they've been living in ads manager, pretty much themselves, spending their own money, learning, finding audiences, finding what works and have had success with it.

They’re now at a place where they can hire someone else to run their ads. But it's kind of like handing over a baby. This is their baby. This is their business. They know how important Facebook ads are for their business, but they just don't have the time or resources to keep working on it. So they need to find someone else.

So they go and talk to ad agencies. They talk to a few, and they really hope that when they find the one they're going to be able to scale them to the next level immediately. So that they'll just be able to pick up what they've done and run with it, and before they know it, they'll have four times the ROAS.

Now, this is Facebook, right? What happens and works well, one week is not necessarily going to work well the next week. Also, when you talk about scaling, costs go up; it's inevitable. It's what Facebook will call their breakdown affecting what they've been going through, getting this low hanging fruit etc. So you want to increase the ad spend, and things get more expensive.

So when an agency or a freelancer comes on board, and they try and do that, costs go up, and the client initially starts to freak out. And you know, they're a bit nervous because they were getting four dollar leads, and now your leads are costing them seven dollars. So that's stage one of freak out.

Now another thing is, how long have they been running their ads? How long have they been managing this themselves? Is it a matter of fatigue for the audiences? If they've been doing the same thing for maybe the last 18 months and may have even got to a point where things have gotten harder for them to get results. So again, that's where they want to come over to an agency because an agency will fix everything straight away. Or a freelancer will fix everything straight away and get everything working, and I won't have to worry about it anymore.

It could also be that maybe the audience is fatigued with the offer and the offer itself needs a bit of a rest. That can be another cause for things that have not gone so well and why they won’t. So that's why when you have a discovery call with a potential client, getting all this information will help set you up for success and set the correct expectations with your ideal clients.

How to run facebook ads for clients

So that if they do come on board and on your discovery call they say, “yes, I've been running these ads for 18 months. It's done really well in the last three months. But, unfortunately, things have just dropped.” Well, we all know Facebook ads this year have been crazy different, but yes, it could be a matter of, “yes, ok, well, you've been running this for a while. You've had a decent amount of ad spend on it. It's gone to a lot of audiences, and maybe this offer just needs to be rested for a little while, while we go out with something else out the front.”

It could be a different opt-in. It could be a different lead magnet or something, for example. It may be that the offer just needs a break. So make sure your client knows that. Setting that expectation up, that this could be another consideration for you as well. Then as you get them on board and you start running ads for them. You do your thing, you test various audiences, and you increase the budget. We all know that it takes a bit of time for the data to come through and especially with the delays in tracking the delayed attribution.

Put your hand up if you've ever turned off an ad set, and then come back to see that it's clocked a lead or sale. Yeah? I'm not the only one. Awesome. So that inevitably happens. So what tends to happen when your client has been doing their own ads is they are going to go into ad manager. They're going to be checking on things. They may even tweak things. They may think that you haven't got the right audience. They may want to put in some different copy and creative and just add it into an ad set that you've got running.

This is where service agreements come in and really save you. You have a service agreement that is strictly saying that they're not to go in there and be doing anything to your campaigns, then that's going to help to protect you as well. Because it's a bit of an awkward conversation, but one that you would need to have nonetheless if they are going in and making changes to the ads that you have loaded up and you've got running.

You need to set those boundaries and have a conversation with them going, “Hey, did you go in and did you do X, Y, Z?” “Oh yeah. Because X, Y, Z they say…” “Okay, great. Yep. I understand that. That's fine. However, moving forward, I really need you not to do that because we have our systems. What we see in multiple ad accounts, bringing in all our years of expertise, and what you have hired us for is to manage your ads. We'll take care of any optimizations, tweaks, or changes. If you've got any questions or concerns, feel free to pop them in our slack channel.” That's where I recommend you have a slack workspace for them to pop it in, and then you’ll review it the next day.“But, please just don't make any changes to the ad accounts because that's really going to have a big impact on the data that we're gathering so that we can optimize your ads to get the best results possible.”

So you would have to have that conversation with them if they are going in there and doing that, and that is something that quite often happens when you've got a client who has been doing the ads themselves. They'll go in tweak, optimize, turn things off. “Oh, it wasn't getting results. You spent X, Y, Z.” And it's like, “well, yeah, that's fine. That's because we're anticipating that it will cost a third of the cost of your product to generate a sale from this ad set. So we haven't reached that, or we haven't reached the minimum number of impressions that we'd like to see an ad get before we make these decisions.”

Good luck if you are working with someone who has run their ads before. It's not always like that. There will be clients who will be very thankful, and then there are the ones who will have a hard time letting their baby go, and they'll want to go in there and tweak and optimize things.

So one, with your service agreements, you have things in there that's clearly stating that clients are not to go in and change the ad accounts or the ads that you're working on or make any changes without prior discussions. Two, just setting up expectations of why things may be fatiguing or whatever the issue may be in the first place. And three, just always keeping that communication open with them. Talking about it, if they do make changes to things, that you're onto it very quickly and establishing those boundaries.

So that's it for today. If you want to know more about being an in-demand ad manager, head over and get my free guide at admanagerguide.com and discover the quick steps to being an in-demand ad manager.

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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. So 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, ok, 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 10% of the budget towards these ads, and let's see how they perform. Or just talk to them about launching these campaigns, and we'll 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. So 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 because 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 that 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.

So 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 admanagerguide.com.

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Should you Subcontract or join an Agency to run ads for clients?

So a question that I've heard from Ad Managers over the years is should I work for an agency or should I subcontract my ad management services? That is a great question. While you have valuable expertise that is very much in demand, should you just keep working with your clients, or should you subcontract for an agency or perhaps even be employed by an agency?

There are pros and cons to all of those things, depending on where you are with your experiences as an Ad Manager, your lifestyle, or just what you want. So that is what we want to remember about why we've gone into this area of expertise. Why did we start? And what is it that we want to really achieve?

A lot of us will start running ads for clients, and then we'll often get caught up with the whole; I need to build an agency. And so they go off down the track of looking at business developers, salespeople, account managers, all the other bits and pieces. They get to a point where they realize that they’re not an Ad Manager anymore. They're being a Human Resources Manager and organizing all these people. Whereas what they really loved to do was run ads for clients, a lot of that got lost in the process. So stripping everything back and deciding what it is that you actually want to do. What do you enjoy doing about Facebook Ads can help you make the right decision here.

Now, as an Ad Manager/Freelancer doing this yourself without being subcontracted or working with an agency, you certainly have the ability to charge more. It's just you and the client. There are no other middlemen like there are in an agency. So you can charge more. Perhaps you're at a point where you are stuck with only charging $500 or $1,000 a month, and you're going, “I can't find people who would pay me more than that.” Then if that's the case, one, you want to be targeting higher value leads to be able to talk to, and two, perhaps going off to an agency would help relieve some pressure for you.

How to Run Facebook Ads for clients

Running ads yourself, dealing directly with clients gives you a lot more flexibility into how much you're going to charge. So you could be charging $2,000 a month, plus 10% of ad spend. So if you get just 5 clients on board that are paying that, that's $10,000. Plus the 10% of ad spend, which could be another $5,000 a month or so. So again, that's most likely most lucrative for you.

Or you could go to an agency as a senior media buyer. If you've got a couple of years of experience and got great results for clients, then you may be a senior media buyer. That's where you might earn $70,000 to over $100,000 a year with being a Senior Media Buyer in a well-established agency that does have those high-value clients.

Being employed by an agency, or possibly even just subcontracting to an agency could provide you with great extra skills and learning. So yes, if you are just starting out and there's an agency looking for a junior media buyer, you're not going to get paid at the level of a Senior Media Buyer, but it's going to be a great experience for you.

You can see their systems, how they do things, the types of clients they work with, and just get some experience on board. Then, if you have the ability, depending on your contracts and agreements with the agency, you can have your own clients and fast-track your journey to doing your own thing.

However, being with an agency takes a lot of work. So as an agency owner who's brought in people before, I want to know that people are going to stay with me for a while. So if you do accept work with an agency, of course, you've got to do your own thing. But it would be honorable to them if you were to stay there for a decent amount of time, and not just three months or something like that, because it takes a lot of work and expense to train up someone.

So they’d appreciate it if you're going to stay around long-term, but of course, you've got to do what's right for you as well. That's something to always keep in mind. It could be an excellent experience for you. The payoff with that approach is that you may not charge as much. However, if you're not charging that much anyway, this could be more rewarding for you because you do not have to do the client chase, and that's where many ad managers really get over it, so to speak. Doing the client chase and the sales calls because they love running ads for people, and that's what they enjoy. That's their favorite part of it. But it's all the other stuff like sales calls and account management, because in an agency they may have other people doing account management for you.

So if you could just work on ads, that's your sweet spot. Then a hundred percent going to work for an agency or subcontracting for someone else could relieve all that other pressure off you because they're the ones finding the clients and bringing them in. So you can just do the work that you love.

Considering what it is you want to do is going to help you make that best decision. You can possibly and quite potentially be earning more if you work directly with the clients as a freelancer. Or you are working with an agency or subcontracting to other freelancers. You'd likely take a cut in pay unless you go to that Senior Media Buyer position, but you'll get a great experience, and you don't have to do the client chase.

That's where in the past, I have made connections between people who are running agencies and then been looking for Media Buyers. Those Media Buyers that have gone, “I don't want to be on sales calls for four hours a day, seven days a week. I'm over that. I just want to run Facebook ads.” So that’s where those two can marry up beautifully so they can just run the ads and someone else is the one finding the clients, and then you can just get paid each month.

That's something to consider if you get an offer from an agency to work with them, or if you see someone calling out looking for Ad Managers, and you're wondering, should I? Consider where you're at, what you enjoy and are you happy just to have client work coming in and not doing the hustle. Great, work for that agency, subcontract your services. But, if you love getting on those discovery calls, if you love working directly with clients and continuing to find new clients to work with, then yes, do your own thing, be that freelancer and be able to charge whatever it is that you're worth and enjoy the fruits of your labor.

So I hope that's been valuable to you today and helps you make some decisions down the track if you ever are presented with this opportunity. If you want to know more about being an in-demand Ad Manager, head over and download my free guide, The Quickstart Guide To Becoming An In-Demand Ad Manager.

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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's not working or the landing pages 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 gen 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.

So 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.

To start with dialing in what the offer and the messaging is. Then, seeing 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 2 people to purchase. Now, if your client is spending $20 a day, they get 4 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, 4 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, 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. So 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 admanagerguide.com.

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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 you get a request like that, 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 be all 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 go; 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, doing a Loom. So a recording explaining, here's the campaigns that we have all set up. This is our top of funnel, middle funnel, and bottom of funnel retargeting. So having all of that in place to do the recording and hand that over to your client.

So 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 in 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. What the next agency or whoever's going to be running the ads after that are going to need to know is what conversion events are firing in this funnel? What pages are being targeted in this funnel, and possibly, how much traffic has been going over here, the conversion rates, etc.

So getting that information altogether, ready to hand over, will do you a favor, and 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, and this is where having everything done up nicely to offboard them comes in. Explain here is all the information you're going to need, and here's a lovely little gift for you. 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. So we want just to close the door with a little click. Have everything all tied up, neatened out, sent over to them so that if they never come back, that's 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. And always keep that door, able to be opened for them to come back to us 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, a video recording that you can give to them, and they can give that to whoever's 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.
https://www.facebook.com/groups/admanageradventures/

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.
https://jodymilward.com/guide

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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 and 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; 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, 5 people would be likely to click on it. So if we look at the mass with that $10 a day, 5 people have clicked. That's $2 a click. This means you can get 5 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 5 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 5 that click and come through, there might be 3 to 4 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 4 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 $300 a month, if you got the numbers all working well, if their page converts at 25%, that's one person a day, 30 people a month 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, they 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, and 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. Anything under that, then 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?

So 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 communicating that with your clients in case you haven't already,
which 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?

So communicating with your clients, setting 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. By setting 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). If you don't have a nurturing retargeting sequence, 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 so that 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 and bring in top of funnel, 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 bringing 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. So this is super valuable as well. So 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 and that's fine. You would reach out to them and say, let's book in 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. You set the expectations with your clients appropriately. You’ve had the opportunity to discuss with them so that everything is planned out so that 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, it's their problem. Look at the data, acknowledge what the data is telling you, 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. The clients 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, other people say most likely, 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

So when they do 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.

So unless 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. So 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, ok, 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, they do it their way and working 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 onto 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, running their ads and continuing to serve them.

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