How to Provide a Stellar Off-Boarding Experience

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

If you want to know more about running ads for clients, head over and join my Facebook group, Ad Manager Adventures.
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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Why iOS 14 is Actually Good News for Dedicated Ad Managers

Why iOS 14 is actually good news for dedicated ad managers. I know you may not feel like it is at the moment, but that's what we're diving into today.

At the time of recording this, iOS 14 has been rolling out, and ad managers are dealing with the impact of it. We've been learning about it for months and getting things ready, but then as always, when it comes to the crunch, there's things that we just haven't known about. Facebook hasn't even known about some of those things, so adjustments are getting made daily. We're often feeling like we're scrambling and having to catch up. There's a new bug. There's a new thing that makes ads not run or new error code. You may be feeling a bit of pressure about all of that, and you might even be thinking about another career path that  doesn't require so many changes.

But hold up because iOS 14 and the implications of it all with Apple's ATT (App Tracking Transparency) and getting people to opt in or out on their iOS devices is actually good news for Facebook ad managers.

I'll explain why. You see, it used to be that anyone could just launch an ad by creating an ad account, and they didn't even need to do that. In Business Manager, they can just create a personal ad account and launch some ads. Chances are, they used their own campaign. They didn't even have the pixel installed, and they had all this other stuff going on.

Now they won't even be able to launch an ad unless they have their domain verified, unless they are using Business Manager and a whole myriad of other conditions. So ad managers are more in demand now than ever before because things have dramatically changed on Facebook. It is harder to run ads now.

There were a lot of cowboy ad managers who would just run some ads and not even really care or do tracking and all that kind of rubbish. Then you have dedicated ad managers come in and look at these accounts and go, “Oh, look, I'm sorry. They didn't even have the pixel installed.” Plus all this other information that we have to be the bearer of bad news for our clients. Hopefully all those gung-ho ad managers are heading off to the hills and are doing other things.

So us dedicated ad managers that are on the forefront of all these iOS changes that are rolling out as they come to us each day, learning, tapping into our brain trusts and being able to troubleshoot, are more valuable than ever. Clients are going to need you to set up their domains.

They will go to launch an ad and they'll say:
“We can't launch any ads.”
“We want to do these commercials.”
“We've got a launch coming up next week and we can't launch any ads.”

These things need to be prepared and ready. If they've just been running ads through a personal account, they need to get into Business Manager.

What I've taught people in my Elite Ad Manager certification is to partner your Business Manager with your client's Business Manager, so that when they're partnered with you and your team (which can just be one VA), you can access the ad account and make any changes that are needed.

Now, how iOS 14 has made that a bit different and the Facebook changes is by surrounding the domain verification and aggregated events. Those events are like our standard events or customer events that we're wanting to optimize; they need to be set up in our client's Business Manager over in their ad account. So that's where you will actually need to be added as an admin into their Business Manager and given access to their business settings so that you can make the domain verification. You can create aggregated events and all that sort of stuff. So you'll need to be added to their Business Manager for a short time. Then you can remove yourself and carry on as normal in your Business Manager.

So that's one of the big changes that on the day-to-day basis of getting new clients onboard or helping people set this up is different. You can just jump on a Zoom call and walk them through it after that's all sorted.How to run facebook ads for clients

For domain verification and aggregated events, you've gone through your selected events and now they actually need to be prioritized. And if they're not set up in the right prioritization and they want to get changed, then ads will pause for three days. So those things need to be set up again. If you have a client (or a potential client), that's doing a launch in a week and these aren't set up, and then they go to launch and you haven't gotten the aggregated events for what they're needing to optimize for, then they're going to be in a bit of a pickle. They may not be able to run those ads for a few days.

So again, this is where an ad manager who knows their stuff that is on top of these iOS changes is super, super valuable for businesses because Facebook still has two billion people that are accessing Facebook on a daily basis. So Facebook advertising, while it's changed, is still an essential part for businesses and their marketing strategy. Even if you're feeling frustrated with Facebook and Apple and all of these changes that are going on, know your value. And especially when we're talking about coaching and digital courses, we also have the complexity of all these third-party platforms, like ThriveCart, Easy Webinar, WebinarJam, and EverWebinar.

All these different platforms that are typically used in this niche, and how they have responded to these changes and whether you can use their third party domains or their sub domains, or whether your clients need to set up their own custom domain on those platforms. Again, that's where you will shine as you connect with people and you tell them what these changes mean and how they can work around it. They are going to say:

“Oh my gosh! Take my money.”
“Can you set this up for me? I do not have time to do this.”

These business owners do not have time to learn all these things or to go and try and look all this stuff up on YouTube and figure it all out, and then get into ads manager, and then be ripping their hair out. So this is a time for you to shine. Do content, create videos, tell people what they need to know about these iOS changes. And instead of them probably going off and doing it, many will, but many of them will also say:

“Can you just do this for me?”
“I saw your video about X, Y, Z. I need that done.”
“How much is it for you to do that for me?”

There's a lot of golden opportunities here for you. Be encouraged even though things have changed and probably aren't going to go back to the way they were. It's kind of like a step back. We had it so good with all the tracking and everything that we can see. Yes, things have changed, so we just need to adapt. But being at the forefront of it, you are super valuable in all these changes. Don't lose heart; make sure that you're in a community where you can tap in and get that kind of support where there are other ad managers that are in the trenches with you that are going through all these changes as well.

And this is where my Inner Circle is so valuable because we have an amazing community of very encouraging ad managers, and we also have a Facebook certified tech partner who is in there bringing us the latest iOS updates. Seriously, the guys in my community have been prepared for this for the last three months. They knew it was coming and they were making changes.

One of the other big changes that are coming out with the iOS developments is CAPI (Conversions Application Programming Interface). While that hasn't been a priority at the moment, it certainly is something that you're going to want to be looking at and incorporating to get your tracking going from the browser side to the server side so it'll be more reliable. And another thing that we're telling our ad managers is to get into UTM parameters while Facebook tracking is not going to be what it used to be.

Looking in the ads manager, there's going to be a lot of information lost. And we only had our seven-day attribution windows setting up UTM parameters for the ads. Combining that with Google Analytics and Google Data Studio is going to be a lifesaver for you so that you can still track those campaigns and how they're performing to bring in leads and sales.

That's something that we have training about in our ads managers Inner Circle. We had a special guest, Jennifer Gray, a UTM expert, come into our group to share. We actually had some training about UTM parameters there in case you haven't gotten started with them because I know many ad managers get a bit freaked out with Google because it looks so different.

It's like you're on another planet. But get into those communities; be around other ad managers who are up to speed and know what's going on. It's going to save you so much time and help you position yourself as an authority figure with your clients and therefore you can charge premium prices.

I hope you have found this useful and encouraging that being an ad manager in this climate is super valuable and you're worth your weight in gold. If you're looking for a community, head over to https://jodymilward.com/innercircle and check out my Inner Circle group because we've got an amazing group of ad managers there. We look forward to supporting you as you run Facebook ads for clients.

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Apple vs Facebook and What That Means for Our Facebook Ads

Apple VS Facebook and what that means for our Facebook Ads

“Apple has announced changes with iOS 14 that impact how we receive and process
conversion events from tools like the Facebook pixel. Once these changes take effect,
we will request permission through Apple's AppTrackingTransparency framework to
track conversion events occurring on iOS 14 devices. We’re providing guidance on how
to prepare for the changes which are expected to be introduced with an update to
iOS 14 in early 2021.”
https://www.facebook.com/business/news/preparing-our-partners-for-ios-14-launch

App users will be prompted to Allow tracking or opt out of Tracking.
Examples of tracking include, but are not limited to:
● Displaying targeted advertisements in your app based on user data collected
from apps and websites owned by other companies.
● Sharing device location data or email lists with a data broker.
● Sharing a list of emails, advertising IDs, or other IDs with a third-party
advertising network that uses that information to retarget those users in
other developers’ apps or to find similar users.
● Placing a third-party SDK in your app that combines user data from your app
with user data from other developers’ apps to target advertising or measure
advertising efficiency, even if you don’t use the SDK for these purposes. For
example, using an analytics SDK that repurposes the data it collects from your app to enable targeted advertising in other developers’ apps.

https://developer.apple.com/app-store/app-privacy-details/

What this means
● Typically approx 90% of Facebook Ad traffic is sent to mobile Newsfeed is selected.
● Actions taken on Apps (iphones, ipads) will be effected
● Traffic sent to Browsers is not effected by the iOS14 update (but there are other issues here)

What this means
● Typically approx. 90% of Ad traffic is sent to mobile.
● Actions taken on Apps (iphones, ipads) will be effected
● Traffic sent to Browsers is not effected by the iOS14 update (but there are other issues here)

What this means for your tracking
● Purchase events on mobile going through a Payment processor app may not be tracked.
● Initiate Checkout actions may not be tracked if

What this means for your targeting
● Facebook will not be capturing as much data so this will effect the algorithm
● Purchase data – when optimizing for Purchases
● Ad Placements on Audience Network
Creating Lookalike Audiences

How Apple’s iOS 14 Release May Affect Your Ads
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimize, target, and report on web conversion events from any of our business tools will be affected.

Delayed reporting: Real-time reporting will not be supported, and data may be delayed up to 3 days.

No support for breakdowns: For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement will not be supported.

Changes to account attribution window settings: the attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. This ad set level attribution setting ensures that the conversions measured are the same ones used to inform campaign optimization. Additionally, the default for all new or active ad campaigns (other than iOS 14 app install campaigns) will be set at a 7-day click attribution window.
https://www.facebook.com/business/help/331612538028890

1. Domain Name Verification
Complete domain verification. We recommend that you verify your website domain. All businesses should verify their domain as a best practice. However, it’s important to prioritize verifying your domains if your domains have multiple businesses or personal ad accounts that own pixels. Please note that domain verification is not a new process and businesses can complete it from their Business Manager.”

https://www.facebook.com/business/help/245311299870862
https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain

Step 1
Business Settings
Brand Safety > Domains
After you add your url and click add you may need to refresh your screen to
show it’s been added

Step 2 confirm ownership of domain
DNS
Add a DNS TXT record to your domain host to prove that you own the domain.
HTML
Upload an HTML verification file to your website
Meta Tag Verification
Upload an HTML verification file to your website

Step 3
Come back to Events Manager and click Verify

1. Domain Name Verification
Setting up with Meta-tag Verification

1. Domain Name Verification
Wordpress – pixel my site
Pixel My Site > Header and Footer
Or
Settings > Header

1. Domain Name Verification
Come back to Events Manager and click your URL link and page should be verified.
If you need to check go to your site and View Page Source (right click on Mac)

2. Conversions API
Conversions API (CAPI) formerly Server Side API (SSAPI) installs code on a website so that you can create custom events that are then sent from the site’s server to Facebook and capture the attribution. With the current Facebook Pixel set up, tracking can be prevented by browser (like iOS and Firefox) and ad blockers.

By setting up CAPI it allows data to be still be passed from the server side (as opposed to the current browser side). So setting this up is essential and sooner rather than later. However, while ad blockers (and browsers) block cookie data from being passed on the browser side, they do not have a way of blocking the data that is passed on the server side. So it will only become more valuable in time to be passing this data from your server.

“If your website runs on one of our partner platforms, you can easily set up your pixel and/or Conversions API in Events Manager. Using a partner integration is quick, easy and requires no editing to your website’s code.” Setting up CAPI on your website
https://www.facebook.com/business/help/260370078559247

Events Manager >> Settings
Wordpress
Follow the steps or if you have Pixel My site copy and past API code (don’t need to upload plugin)

Wordpress
Follow the steps or if you have Pixel My site copy and past API code (don’t need to upload plugin)

If your platform is not listed you maybe able to select Zapier to connect
https://www.prod.facebook.com/business/help/571704773472628
In Zapier select FACEBOOK CONVERSIONS
Follow the prompts for the Platform you are integrating with Zapier.

3. Conversion Events
“Plan to operate with 8 conversion events per domain. You’ll be restricted to configuring up to 8 unique conversion events per website domain, and ad sets optimizing for a conversion event that’s no longer available will be paused when Facebook implements Apple’s AppTrackingTransparency framework.

Businesses that use more than 8 conversion events per domain for optimization or reporting should create an action plan for how to operate with 8 events maximum.”

“Initial configuration and how to change it. Facebook will initially configure the conversion events we believe are the most relevant to your business based on your activity. All other events will be made inactive for campaign optimization and reporting. You can edit your conversion event selection in Facebook Events Manager when Facebook implements Apple’s AppTrackingTransparency framework.

We recommend that you identify the 8 conversion events most important to critical business outcomes and assess if changes need to be made to your campaign or measurement strategy. You may need to consider if you’ll be required to optimize for upper funnel objectives like landing page views and link clicks. When you create your ad set you’ll choose only one of the 8 designated conversion events to optimize for.”

Subdomains
So for the 8 events under one verified domain this would include the subdomains as well, it wouldn't consider the subdomains as different domains just because there is extra URL.

What to do now
Since we do not know which Events FB will deem most are the most relevant to our business, or if Custom Conversions will be available ensure you are mapping Custom Conversions to a Standard event and where possible use Standard Events.

What can we do?
● Advise Clients of updates and get them to Verify their Domain and set up Conversions API
● Keep people on Facebook.
● Engagement Campaigns
● Video View Campaigns

Start testing Ad products that keep people on Facebook
● Lead Forms
● Instant Experience

Resources
Apple User Privacy and Data Use
https://developer.apple.com/app-store/user-privacy-and-data-use/

App privacy details on the App Store
https://developer.apple.com/app-store/app-privacy-details/

Facebook Preparing Our Partners for iOS 14
https://www.facebook.com/business/news/preparing-our-partners-for-ios-14-launch

Facebook How Apple’s iOS 14 Release May Affect Your Ads
https://www.facebook.com/business/help/331612538028890

Facebook When to Use Domain Verification to Verify Your Business
https://www.facebook.com/business/help/245311299870862

Facebook Verifying your Domain
https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain

Facebook Conversions API
https://www.facebook.com/business/help/260370078559247

Facebook CAPI Partner Intergrations
https://www.facebook.com/events_manager2/partner_integrations?act=1201529116530908

Facebook Connecting your API to Zapier
https://www.prod.facebook.com/business/help/571704773472628

For More Facebook Marketing Strategies for Coaches and Course Creators head to:
JodyMilward.com
Facebook @JodyMilward
Clubhouse @JodyMilward
Instagram @JodyMilward
Free Facebook Group Ad Manager Adventures https://www.facebook.com/groups/admanageradventures
Download The Quick Start Guide To Becoming In Demand Ad Manager https://jodymilward.com/guide

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