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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Ad Account Restricted! Now what?

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

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

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

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

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

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

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

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

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

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Getting yourself out there and looking for ad management clients.

So you're getting yourself out there and you're looking for ad management clients. And what do you do then? How do you go about getting them on board and getting them to work with you?

So you may think getting a client on board to run ads for maybe the hardest thing but sometimes it's that onboarding process, which can be very challenging. It can take up a lot of time, and that's why you want to have some slick and smooth systems. So that it's just an easy breezy walk in the park for you and not causing you any more stress or adding any hours to your day.

Because when you're running an ad management service, like I recommend where you're working exclusively with a smaller amount of people, and you're not getting leads every day and you're not onboarding three clients a week. I'm exhausted just thinking about it. I just love working with clients, doing a great job, partnering with them and working with them more on a long term basis. So this is especially where you want to have these systems down smooth because it's not something that you're doing every day.

So you don't want to have to come back. When you do onboard a new client and go now, what was I doing? What do I say? Where do I go? So having a system that is smooth is going to serve you very well in the long run. And when you're getting started out, there is not a whole heap of software and things that you need.

There's just a couple, there's one in particular that I recommend that you pay for, but the rest can just all be done with Google docs and it can be a very straightforward, not overwhelming process. Now, one of the other platforms that you can be using is a tool called Calendly or another booking, sort of a calendar system. So that's especially handy where you can send people to go and have a discovery call with you. But if you're having conversations with people or people are getting recommended to you and it's personal, I love to keep it personal because that also sets the stage for how you're going to be working with them. So I am a bit resistant to just sending people, you know, if we're having a conversation that want to book in for an ad call, yes, it's convenient where you just go up, go find a time on my calendar, but I've learned from some of the best that to keep that conversation going and just suggest a couple of times to them, it can get a bit out of control sometimes with time zones working across the world and everything.

But typically I haven't really had too much of an issue where I'll say, great, let's jump on a 20 minute call and have a chat about what sort of support you're looking for for your ads. So let's just book in 20 minutes. I have this time and this time do either of those suit you, and typically they come back to me going, yes, that is perfect. And we lock in a time, then I'll just send, via Google calendar or just send them an invite and I make it a zoom meeting. So using zoom, you can use that, you know, for free and you will just integrate your Google calendar with zoom. So therefore you can get, just say, make it a zoom meeting. And there it is. The calendar invite is sent off. Their time is locked in and the zoom meeting link is right there. It's so straightforward and easy. You could also use Google Hangouts if you didn't want to have the zoom integration, but that's step one where you're talking with the person you arrange a time and then you send off the invite and you have your meeting.

How to run facebook ads for clients

Now, like I said, you could use a tool like Calendly. That's typically what I do use for my booking software. And when you are using that, then you have that integration and then Calendly will be sending the reminder in the emails when someone books the time. So it is a bit more automated. It's a bit more of a process to set up but once it's set up, it's set up and that's all fine. It's up to you. How tech you want to get. But like I said, I love to keep it personal. And so I want to keep that conversation going with that person. So that's what I do, propose two times from them rather than just shifting them over to the calendar and we'll organize a time together.

It just helps, you know, to establish that rapport and that communication. So then you get on the call and you go through what they may need and what kind of support thereafter. And from there you would make your decisions as to like, yes. Okay. I can help you with this. Yes, we would be a good fit and go from there.

Typically what that looks like is you may send them a proposal. I will often ask for a proposal or what it may look like to work with you. And that's where I love to use a tool called 17 hats, because you can set up, um, formatted con contracts, quotes, and invoices as well, so that you can have your quotes already set up. You don't have to customize them each time. Sure. There may be different projects, but for you and I'm keeping things nice and smooth for not just onboarding, but for ongoing working with a client, if you have a pretty standard service agreement or, you know, this is the quote, and this is what we do, it makes it so much easier for you to go,
yep. This is what we do.

Here's all our line items. And this is the quote. So when you send through the quote, they can see it. You will also be notified that they have viewed it as well. So you can keep track of how things are progressing and you can adjust and change your quotes around and, you know, add new lines when it comes to submitting your quote. I really recommend that you break down the prices rather than just sending off a quote that might say, okay, Facebook ad services, $3,000 a month. People go, well, where's that all? Well, break it down. You'll be saying that you'll have weekly reporting so that it allows for four 30 minute calls with the client per month. You'll be putting in that it might include ad copy or ad creative,but not videos. So break it all down as to what is included so that they can see, Oh, okay, there's this, there's this there's this, there may even be prices attached to it that you know, that yes, we're allowing for whatever weekly reporting. Obviously you wouldn't have a price on that, cause that'd be all part of the service better. You'd have your weekly reporting, this, that, and everything else you'd have, like, you know, up to four 30 minute calls valued at this price, this price, this price. So they can actually see, Oh, okay. So that's how it comes up at $3,000. Yep. That's all great. So it's just reassuring for your potential client to see, you know, what value they are getting.

Even though we know that you're going to bring them more value because you're a Rainmaker and you can bring in more revenue to their business, right. But sometimes they just need a bit of help getting over the line and seeing that themselves. So you can send off a quote via 17 hats, and then you can have an automation that's all set up so that once they sign it and they accept that quote an invoice actually gets sent straight away or a service agreement.

So you can set all of that up. So that here's the next step and the next step and the next step. So it's not coming back to you and has to wait and be in your inbox. And especially again, with time zones and people being asleep, it can all be automated. So therefore you can send through and they'll sign the quote it'll come through and then automatically your invoice can go through and they can pay the invoice or you send through the service agreement straight away. And the service agreement again, can be a very standardized agreement. That's outlining what you've had on the quote and other more in depth details. Like you'll talk about fees and when they're due and when they're payable and how they're payable and all the rest of it.

So quote, service agreement, sign that, and then the invoice can go off and the invoice can be sent straight from 17 hats again, and your clients can pay via 17 hats. So it's a great all in one tool. And when you've got legal documents like that, it's essential that you do get them where they are legally signed.

It's not just sending off a Google doc or something in that case. So that's why I really recommend that kind of platform there. So that's one platform that you'd be paying for that's about $40, $45 a month, I think. So check that one out. If you're needing some sort of a platform to help you do all that and condense all of that, legalees kind of stuff.

Then after that Google docs is going to work really well for you. That's typically where we'll have our clients come on board and we create a new Google folder for them. We'll have an inhouse folder, which has just for me and my team where we're just, you know, saving all the stuff that we have to do. And then there's a client facing folder as well, which is where we'll ask the client to drop any assets. They have photos or videos or any email copy. So we'll have a client facing folder and our own internal folders. And from there, that's where we'll share things with the clients and they'll share back. So we'll share a Google document and say here, fill this out, give us all the information on your USP, your unique service proposition or who your ideal avatar is. And from there we just have the Google docs and with that, when we come up to creating our scope documents of like, we've got the client on board, we'll then do a strategy session. And that strategy session is where we'll talk to them or go, okay, great. So here's our plan for the next 90 days.

And we've got it all mapped out and that strategy session we can come back and we can just create, you know, so here's the framework. Here's what the funnel is going to be. This is where we're going to be driving traffic to, and that can just be done on a Google slide presentation. Okay. we'll create all our rectangles and our flow charts and things like that.

And then it's very easy to duplicate it and save it as a template so that you've got a framework to be working with other clients as well. So you'll have your Google slide where you'll have, here's what we'll be working on over the next 90 days. And from there as well with emails or ad copy, you can link it from, you know, put a link in your slide presentation that we'll go over to a Google doc. That's got the email copy or the ad copy, and you can also have links to your spreadsheets. Now when it comes to spreadsheets, that's what I like to use for reporting and getting information back to our clients. That's often something that really confuses a lot of ad managers.

They'll say, what should I put in the reporting? What do they want to hear? And there's all sorts of expensive reporting software, but you really don't need it when it comes to the end of the day, what your client wants to know is, um, how much they've spent and what the results have been. Okay. So that's, you knowhow much has been spent, how much has the lead cost? How much is the cost per sale and those kinds of information, they really aren't that interested in here's how many impressions you've got, and this is what their click through rate is. They're not really worried about that. What they're worried about is the results and how much they've spent.

So put getting your info from ads manager,just into a simple Google doc. A spreadsheet is all that you really need, especially at the early stages when you're running ads for clients, you there, you know, maybe a time and place when you do have, if you do have a lot of clients or having massive ad spends massive big campaigns, then maybe your reporting software might be useful for you, but I'm sure you'll get away with just being able to use a spreadsheet.

So as you can see there isn’t a big ask for lots of software packages that you have to invest and spend all this money on all these things. So you can just get away without even having a calendar to start with like how. You can just be talking with people and communicating, and then teeing up times. But you will want to get a calendar at some point and you can get them on a free trial or even. I think Calendly you can get free for a long time. So give that a go. And then also maybe just 17 hats, great software where you get the legal stuff taken care of and then Google docs it's as simple as that.
So there's a really very, very low barrier to be able to start getting clients on board. And when you have those kinds of systems especially when you can send your quote and your invoice and then you'll send an email there to schedule once it's all teed up and it's like the next step is, you know, we're going to have our strategy call.

It's all very systemized and processed. So when you are onboarding the next client, you don't even have to think about anything. It just all goes through and you know exactly what's going on.

That's a bit of behind the scenes about how to onboard a client and keep things nice and smooth and under control so that when you get a client on board, you're not feeling overwhelmed and stressed out about all this work that you've got to do to suddenly get them on board. It's all done and dusted.

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