What Do You Do If Your Client Wants To Run Facebook Ads To Multiple Funnels?

What do you do when you have a client who has multiple offers and they want to promote them all at once?  This question came up in my Elite Ad Manager Certification, and it’s a dilemma that all Ad Managers come across.

In this episode of Online Confidential, where I take you behind the scenes to talk about ‘Secret Ad Manager’ business, I explain what to do when you have clients who decide they want to promote multiple offers at the same time.

Let me first say, promoting multiple offers at the same time can be fine. It does work as long as your client has the budget to adequately promote each offer. 

If your client doesn't have the budget do to so, what will happen is the results will be diluted. This is exactly the situation that came up for one of my Certified Elite Ad Managers. They had a client with three or four different offers and the client wanted to allocate their ad spend budget across all of them.

The danger of trying to do too much with not enough ad spend 

The poor ad manager was scattering the budget across all the different offers, and all the different audiences, while doing her best to get results. Meanwhile, the client was becoming frustrated because the results were below their expectations.

One of the concepts I teach in the Elite Ad Manager Certification is to manage client campaigns so they are dialed in to focus on one offer. When you have one offer dialed in, you can put the ad spend budget into that campaign and expect results. Giving the budget a chance to work on one campaign means you’ll get enough data to make informed decisions, and ideally, get plenty of conversions as well.

However, if you have too many offers on the go, and you have a limited ad budget, as most people do, you need to decide how to allocate the budget. You’ll allocate a bit of ad spend into one offer, then allocate a bit of ad spend into another offer, and then allocate a bit of ad spend into another offer. With multiple offers there will be multiple adsets, which means the budget you allocate to each offer has to be split between each adset. 

A thinly spread ad spend won’t give Facebook enough budget to get plenty of data to feed into delivering results from the audience. In those first days, you need enough data to see what you have to change.  You might see there’s a low click through rate, or you need to test an audience, or you've spent $20 in two days and now you're anticipating it's going to cost $50 to get a lead.

You also have to factor in the time it takes to get the data back based on the amount of ad spend. It might be, that for just one adset, it’s going to take five days to see results, but then the results don’t come. So, you have to go back and refine everything, then let it take another five days to bring in more data to inform more decisions. 

The best approach to manage your client’s expectations

If you have a client that has multiple offers, it's really best to sit down with them and focus on one offer first of all, and give that a good run for a month, at a minimum. It’s even better if you can give the campaign two months. 

Typically, for the first five days you’ll run the ads and then be able to see what has worked and what hasn't worked. The data you get back will give you insight into what you need to do next. You might try new copy and creative, or test another audience because you’ve got insights that’s informed by the data. You need time and money to get the data back so you can do that.

So, if your client says, I've got this offer, and this offer, and this offer, and this offer, and we want to run all of them. You need to be upfront and manage their expectations so their budget gives them a good return.

Firstly, you want to find out which offer is the one that will move the needle for their business and bring in more sales. That’s their most valuable offer, and the offer you should help them promote to get results for their business.

For example, let’s say you've got a client that's chiropractic practice and they want to run ads to hire more chiropractors to work in their business. I've been to my chiropractor and he said it was such a struggle to find more chiropractors. He was looking to employ another chiropractor but finding someone was really hard.

So this client thought maybe they should run some recruitment ads. But really, does that move the needle for their business? Sure, it may help them open up a new practice, but typically, the immediate need is to generate more sales and revenue. Instead of running recruitment ads for them, I would ask the client which promotion is the most valuable to their business and help them focus on that promotion first. 

If you try to run multiple promotions because you haven’t discovered which promotion is their most valuable, all you’ll do is dilute the ad spend budget across all those promotions and dilute their results. 

When a client doesn’t get results, they'll get antsy, and you won’t feel great about it either. 

You’ll feel the pressure to do more. 

You'll work more hours. 

You'll hustle more. 

You'll create more images in Canva, and videos in Canva, and spend your weekends trying to get these campaigns to work when it's just destined to most likely flop. All because you don't have enough budget to allocate across so many different offers and deliver the results the client expects. 

This is a situation you don’t want to find yourself in with a client, so it’s important to be upfront and manage their expectations about what’s possible with their budget right from the start.

Take the lead to manage your client’s strategy

If you do bring a new client on board and they have multiple offers, or even if you’ve been working with a client, and they say ‘I want to do a five day challenge. I want to do a bootcamp and I want do this X, Y, Z promotion ‘. 

Be assertive and have a talk with them before you go into action mode. Make a time to have the conversation with your client so they understand what they’re asking for and how it will impact their overall results. 

You might say ‘Okay, that's great, we can certainly test that, but to do all that effectively we would need to pause the ads for this funnel over here, and redirect the ad budget from this promotion over to this other promotion, so we can give this new promotion a fair go. Or you need to put the same budget amount into this new promotion/s’.  

If they understand that running multiple campaigns means changing their strategy a bit then they can make that call. They want pause their ads and redirect their budget.

They might say, ‘sure, I've got another a hundred dollars a day. Let's run that over here and test it to see how it goes’.

Don’t be afraid to take the lead with your client to help them understand what’s required to deliver results. When the client is clear on their campaign strategy, they’ve got the right expectations and you’ll be in a great position to do your best to get results for them.

If you manage ads for clients in the digital course and coaching space, it’s likely you’ll have clients who have different funnels and there are times when a new and different thing comes up that they’ve heard is working, or their business coach has told them to do as well.

That's all great, but to get results, it always comes back to how much ad spend is available to effectively test that funnel. 

I hope you found that useful. I'd love to know what you think? 

Have you had a client ask you to run multiple campaigns?  Let me know if this has helped you feel confident with managing client expectations when this happens to you.

Send me an email at [email protected]. I'd love to hear your thoughts. That's it for today's episode. 

Share Button

Meet Corin, One Of Our UK Elite Ad Managers

Jody:  Hello and welcome to this episode of Online Confidential, where we take you behind the scenes to talk about secret ad manager business. I'm super excited to have another fellow ad manager here who is actually an Elite Ad Manager graduate. I'm here in Australia, she's all the way over in the UK.

So I'd love to give a big welcome to Corin Goodman who is with us today and going to share her insider secrets with Facebook ads. So Corin welcome, it's great to have you with us today. 

I've got six questions for you. Are you ready to go? Okay. First of all, in a couple of sentences, tell us who you are and what type of clients you love to run Facebook ads for?

Corin: I really enjoy working with clients who are making some kind of impact with their business. So at the moment I work with a lot of coaches and also some other interesting businesses that are purpose driven and making an impact.

Jody: That's one of the things that a lot of us ad managers who do work with this coaching niche really love. It's not just being able to help our clients. This is what I find speaking to so many ad managers, not just our clients, but that ripple effect that it has. I remember talking to my client in the music industry years ago and people would buy her training and then they were able to turn their passion of playing music into a full time income. So it's such a rewarding sort of niche to be working with. 

Corin: Absolutely. Yeah. Rewarding is a good word. 

Jody:  It can be challenging to. 

Number two. What do you like best about being an ad manager?

Corin: Kind of what we just talked about. So for me, it's really rewarding, just being a part of growing those businesses and helping those business owners grow their impact. But also I on a practical level, I enjoy the mix of elements with ads. So you've got your strategy, you've got your creativity, and then kind of your tech data side. For me, I really enjoy that mix of different things and keeping me interested so it’s never a dull moment. 

Jody: There is never a dull moment in Facebook land. There really isn't, there's always something changing. Like in our groups someone will say, is this a bug? Or is this a change? Is this something new? So never a dull moment. 

Question number three. What do you find is the most frustrating thing about getting qualified leads from social media? 

Corin: The most frustrating thing is how often Facebook changes things. You can never get too comfortable with something that's working because there might be a change that comes along and throws it out. That has got to be the most frustrating. Although I think it does help you to kind of stay ahead of things. Otherwise it'd be a bit easy to get comfortable and just let something run and never really be working on how can we be getting the best from this. Just to spin it on a positive.

Jody: That's what makes ad managers so valuable with providing this service! Because it's always changing. Business owners, the people that we work with have their zone of genius, they have their deliverables that they need to serve to their clients. So that's why partnering with someone like yourself is just so valuable. To be able to go, okay, this is the latest things. This is the trends that we are seeing X, Y, Z, and, try to predict what might be coming up, but also have that experience and expertise to be like, okay, this has happened and this is what I'm trying instead. 

Question number four. What is one significant insight that you would give business owners about running Facebook ads?

Corin: I would say that if you can get over the hurdles of the tracking, the setup, the complicated things that can feel overwhelming, if you can get over those hurdles. Facebook ads is still one of the most effective and most affordable ways to reach more of your people that you want to find.

Jody: I hundred percent agree.

Question number five. What is one significant insight that you would give other people interested in running Facebook ads for clients? 

Corin: I would say that actually running Facebook ads for clients that you are aligned with is super rewarding, but also running Facebook ads can be a really profitable business in that it can also be the kind of business that you can build a lifestyle you want around. Like there's so much opportunity there. 

Jody: There is and there is a lot of learning along the way with that as well. Often you know things will go well and we'll scale. We'll get extra team members on board. Sometimes they're a good fit. Sometimes they're not a good fit. So it's always a journey that we are going through here, but like a hundred percent I've been working from home since about 2008 or just slightly before, and being around for the kids to grow up and do all of that and go for holidays. Like we've got a big holiday planned coming up at Christmas time or just after, and other people are like, oh, I've gotta put in my leave. And I was like, I don't have to put in for my leave, which is a great thing. So a hundred percent agree with you on that. 

So question number six, and this may be the most important question. Are you a cat person, a dog person, or neither? 

Corin: I am a cat person. I have a very large black cat called Monty who is often curled up on my desk while I'm working. 

Jody: Nice. We love our fur babies that are especially curled up nearest. So a cat lover. Awesome. Love to hear that, that is my preference as well. So Corin, thank you so much for your time today. Short, sharp and to the point, that's how we absolutely love it.

Where can people find you if they wanna connect with you? 

Corin: So I'm on Instagram @Coringoodman and my website is https://www.coringoodman.com/  

Jody: It's been an absolute pleasure having you with us today. Thank you so much for sharing your time and for answering those six questions for us.

Share Button

Do You Need To Worry About Frequency Metric With Facebook Ads?

How much should you stress over that frequency metric with your ads? That's what I’ll help you answer today in this episode of Online Confidential, where I take you behind the scenes of ‘Secret Ad Manager’ business. 

The Facebook ads manager platform gives you some fantastic reporting data. All those columns show you the performance data that will help you make the best decisions about whether to scale up the ads or stop them.

There's one metric, Frequency, that I get a lot of questions about in our weekly Elite Ad Manager calls and our slack channel, and you might also be wondering how much attention you should pay to the frequency metric. 

How does Frequency affect the impact of your ads? 

The way you interpret the frequency metric depends on which part of the funnel your ads are targeting. For example, top of funnel campaigns are where you’re out in front of fresh eyeballs to attract people into your audience.

With top of funnel ads it’s typically good practice to keep the frequency number low, around a frequency of two would be the ideal number. If the frequency starts creeping up and up, that's when you have ad fatigue and the performance of your ads will start to dwindle.

With higher frequency it’s a case of Facebook feeding the ad out and people seeing the ad quite a bit. If they're not clicking through and engaging or opting in, Facebook says, hey, we don't see this as a really good quality ad so we’re going to start putting up the CPMs. And that's when the ad performance starts to go down and cost per leads increase.

At the top of funnel you want to keep the ads fresh and in front of new eyeballs all the time. For top of funnel ads the frequency is an important metric to keep an eye on and make sure it stays in a low range. 

However, if you've got a frequency of three or four and you’re still getting a great cost per lead, don't mess with it, keep those ads running. Even though the frequency may be getting high and you might think, ‘oh my gosh, the frequency is at four so I need to turn these ads off’. Don’t panic, if they're still working and bringing in great cost per acquisition, that is, great cost per lead, keep them running. It's only a problem when you see the costs starting to climb up.

What does frequency tell you in the middle and bottom of funnel?

The middle of funnel and bottom of funnel audiences have shorter timeframes. So you might just retarget the middle of funnel for seven days and get in front of those people who have visited a landing page and didn’t opt in. You would retarget them for seven days with another hook to get them to come over and opt in. In this case, the frequency can be higher because it's a short window. 

With top of funnel campaigns you’d ideally like them going for weeks and months if the performance metrics are going well.  Whereas, with the shorter windows for middle of funnel and bottom of funnel, where people have opted in for something, like watched a webinar and then visited the sales page, you’re retargeting them to come back and do that last conversion action. Whether that’s closing the sale or booking a call within a seven day window.

In this case, I think a high frequency is fine because it's just a short window. You want people to see and notice the ads a few times because quite often they may see it once or twice, and not even really pay attention to it with everything else that's going on in their newsfeed.

The middle and bottom of funnel have shorter windows and you want to be in front of people as often as possible because they might see the ad and think ‘Oh yeah, I'll come back to that’, ‘Oh, I wanna click on that’, ‘Oh, it's just not the right time, I'll do that later’. 

Here, a high frequency is fine but you want to balance that with what the data is telling you in other performance metrics. For example, has the performance decreased if the frequency is higher? Typically though, when you’ve got ads running in the middle and bottom of funnel and it's such a short window, a high frequency is quite okay.

This is true especially if you're doing a launch, like a live launch. There’s a tight timeframe, so you’ll probably see a high frequency as well. 

So when do you need to worry about frequency getting high? 

The only time you need to worry about high frequency with ads is at the top of funnel. You don’t need to be terribly concerned with high frequency in the middle or funnel or bottom of funnel.

That's pretty much it, worry about high frequency at the top of funnel and especially if there is a decline in the ad performance like the ad cost is going up.  If the frequency is high, but the cost per lead or cost per acquisition is still great, let it ride. You don't need to stop it just because the textbook says you should worry and turn the ad off if the frequency goes over two.

If you're getting results, ride that wave. 

I'd love to know what you think? Have you been concerned about the frequency metric in ads before? Let me know if this has helped you make sense of what the frequency metric means.

Send me an email at [email protected]. I'd love to hear your thoughts. That's it for today's episode. 

Share Button

Learn how Anneloes combines her marketing knowledge with her FB ad knowledge to help business owners

Jody: Hello and welcome to this episode of Online Confidential, where I have got a special guest with us all the way from some secret location on a little island paradise. So we have Anneloes with us. She is one of our Elite Ad Manager graduates and she's absolutely crushing it with a couple of offers that she has with people. I also love how she crosses international boundaries with her offers and services. So Anneloes, thank you for being here with us today.

So first of all, tell me, where is your secret little island paradise?

Anneloes: Thank you, Jody. I live on Lanzarote which located on the Canary Island, which is just between Spain and Morocco. I would say in the middle of nowhere really.

Jody: Love it! I just love how Facebook brings all these people together that we would absolutely never know in all these random places of the world.

Okay. Well, are you ready to dive in? I've got six questions for you. 

Anneloes: Yep. I dare to take the challenge. 

Jody: Tell us who you are and what type of clients that you run Facebook ads for, or who you support with Facebook?

Anneloes: Well, I can say immediately I don't run ads for business owners. I actually help them with Facebook ads and I call myself actually a ‘marketing whisperer.’ That's based on 25 years of accumulated experience and every time I say 25 years I feel so old, but it's a bag of knowledge I bring to the table. And just the fact that I combine my marketing knowledge with my Facebook ads knowledge makes me a different person to talk to from any business owners. 

I really focus on entrepreneurs with an online offer and I like it to be all kind of offers. I'm not really specialized with just webinars or that, because it makes it much more interesting for me. And with all the experience I have, I quickly can see what works and how they need to clean up their sales page.

Jody: Awesome. I love how you dive into Facebook ads, but I love how you've expanded. You still have that expertise and it's getting in there in their accounts and actually helping them to see for themselves all this wealth of knowledge that you have so that they can better understand them. And it's a much more scalable thing for you, right? It can help so many more people. So I absolutely love that. 

Question number two. What do you like best about Facebook ads?

Anneloes: Good question. Do I like Facebook ads now? Kidding. I do. But I think what I like best about Facebook ads is that when you know what you do and when you've done the Elite Ad Manager course, it's like almost turning on the magic.

If you know which which button to turn, which clicks to click, and if it doesn't work most of the time, it's not the ads that don't work. And that's what I like most about Facebook ads. If I take it from my perspective, looking at the business owners I work with, what I really love is the fact that I let them work in their zone of genius. I take away what they don't know doing that and I stay in my zone of genius and that's just a really good combination. 

Jody: Absolutely your zone a genius. That is a great place to be. That's what I always say to people. What's your zone a genius!

Question number three. What do you find is the most frustrating thing about getting qualified leads from social media?

Anneloes:I think my biggest frustration is that people come to me and they say Facebook ads don’t work. I've tried Facebook ads and they don't work. I want to try something else. And I have business owners come to me saying, can you help me get clients in another way? I don't wanna try Facebook ads. I've done that. I burned a lot of money.

That's a red flag and I even wrote a book about it. That's a big frustration I have about that. I always ask them questions then, did the ads not work? Did the funnel not work? Did you get traffic to your landing page? Did you? And then they look at me like, well, you know, kind like, oh, well, and that's exactly my point because you know what, Jody, 9/10 times in a conversation like this, the ads worked. It's what lies behind the ads that didn't do the work. That's my biggest frustration. People saying that ads don't work. 

Jody: Absolutely agree. There's so much more to it. Ads are just one piece of that marketing toolkit. 

Question number four. What is the one significant insight that you would give business owners about Facebook ads 

Anneloes: I would say don't advertise before you're ad ready. I have business owners come to me with the words, I'm not getting any customers and I want to advertise now, can you help? Because then I get customers, right. And that's another red flag for me because I'm like, why are you not getting any customers?

I mean, of course it's a legitimate question. I mean, can you help me get clients using Facebook ads? Normally the answer will be yes, but if they are not getting clients, just doing ads doesn't necessarily mean they will get clients. We need to first also look at what their setup is. What does their sales base look like? What does their offer look like? And if they haven't been getting any clients, the chances are something is not quite right there. So if a business owner is contemplating ads for the first time, I would, I would ask them to ensure they're ad ready by just really ensuring they have a converting offer.

Does that make sense? 

Jody: Absolutely. It does. 

Question number five. What is one significant insight that you would give other people interested in running ads for clients? 

Anneloes: Well as an ad manager, I think you really know your stuff. I mean, if you have a lot of knowledge about running ads, and if you're thinking about doing this for people you need to learn really how to do that. But once you are the expert, you shouldn't be humble about the knowledge you have. 

Sometimes we are a little bit too careful. We stay in our own lane, like, well, I know about this about ads, but you know, there is more knowledge because you also know a little bit about sales pages when they can deliver all the traffic in the world, but you want your clients to be successful.

So I think as a Facebook ad manager, it's right to actually stand up with your knowledge and say, ‘hey, listen, I'm the expert.’ You should ask questions to your clients. If they come to you, saying listen I'm looking for a Facebook ad manager and I have this offer you.

Actually do we have time for this?

I have two things I would like to share that. First is, like I said, they should ask questions and the quickest way for a Facebook ad manager to check if somebody's ready. Asking questions about conversions, past conversions. Do they have an offer that sells? Do they have something that is converting? Why are they looking for a new ad manager? 

Because they need to dig. They need to dig deep into why this is a new client and these are normal questions. Sometimes somebody comes to you with a new offer or a new sales page. They're completely new and then you need to check that sales page and you don't need to be an expert about that.

I can give you three ways that are very important. If that's in place, then you are a little bit further in helping your client getting leads. The first one, and I'm sure you agree Jody, is the headline. It really needs to be a strong headline and the headline makes people read further. It invites people to read the page. If that's off, if it doesn't match why they clicked they're gone.

The second one is the pain points. Now I know pain points, when I say that sometimes people already kind of like turn their eyes like yeah, pain points. We know it. And it's true. You hear it everywhere. You need to speak about your pain points, but the check you need to do here are the pain points on the sales page specific. Are they really specific? And an example I always use is of a personal trainer. You see them a lot. They always say like you know, lose weight for an example. But lose weight, lose weight how? That means something different for me, I do triathalons for a hobby and if I wanna lose weight it's because I wanna get race ready. But if somebody else wants to lose weight, it's a different reason. So be specific with the pain points.

The last one is frequently ask questions. Most of the time I see a sales page where they just threw on at the last moment with some questions. It's the most imoprtant section of a sales page and it's the perfect way to pick at the resistance of the clients you wanna get. 

So the three things that Facebook ad manager can check is, is the headline strong? Pain points. Are they really specific? And then is there a substantial, frequently asked questions part of the site. If these three things arne’t there, they need to work with their clients and get them ad ready. 

Jody: Love that. It's not just about ads, right? Because this is where a lot of ad managers get caught up thinking, oh no, I'm no good. Things aren’t converting. They're not getting sales. This is where ads help us get that data to say, well, actually here's the bottleneck, you know? And  if they don't have those three points over there on the sales page where you're sending traffic to. They're not going to convert. So people may be clicking on your ad, but not converting over here.

The chances are there's issues with that page that you're wanting to convert them on. So thank you for bringing that back into it all, because it's not just all about the ads. Ads are just one part of that whole marketing and conversion strategy. 

Last question and this is the most important question of all. Are you a dog or a cat person or neither? 

Anneloes: Well, I think I have to whisper the answer because there's a cat lying right behind me, but that doesn't necessarily make me a cat person. I would say I'm both because I've got two dogs sleeping downstairs. So I think I'm both. Is that a good answer? 

Jody: That is, that is a very safe answer. Thank you, Anneloes. Now you mentioned a book. So tell us more about the book. How can people learn about your book?

Anneloes: Well the book is basically about what I described are some pitfalls I see mostly solo entrepreneurs make with their marketing. It's not just based on online. It's not just based on Facebook ads, but I describe 20 pitfalls that solo entrepreneurs make in their journey to become a successful entrepreneurs and I've just finished it. It just needs to be published. For now it's only available in Dutch because I am Dutch and I work with a lot of Dutch clients, but I will have it translated later this year and then I will be sure to tell you about it. 

Jody: Okay, awesome. So in the meantime, where can people find?

Anneloes: They can find me at https://anneloeszuiderveen.com/

Jody: Awesome. Well, thank you so much from coming to us all the way from, as we would say in Australia, the Canary islands. Thank you for being here with us and for sharing your insights with us.

Thanks for listening and joining in, and we look forward to seeing you next time.

Share Button

What Should You Change first? Audience Or Ad To Lower Lead Costs?

You want to get the best performance results for your clients with low cost per lead or low cost per acquisition from their ad campaigns, but what do you optimize first when the cost per lead is higher than you’d like?

Do you start with testing the ad or do you start with testing audiences? Great question! That's what I dive into today, in this episode of Online Confidential, where I take you behind the scenes to talk about ‘Secret Ad Manager’ business.

When you launch ads and see the cost per lead data coming in higher than you’d like, you want to start testing and improving things. Do you start with the ad copy, or the creative, or the headline? Or do you start with testing the audiences?

This can feel a bit like a ‘chicken or the egg’ situation. Which comes first?

Should you change the Audience first or the Ads?

In a perfect world, you would have a budget that you could test ads across maybe three different ad sets and three different audiences. If this is the case, and you see results that are a bit high then the best option would be to start with optimizing the ads. 

In this instance of optimizing the ads first, if you've got the creative consistent across three audiences and the cost per lead is coming in a bit high, work on the creative. I would generally start with the image that people are seeing in the newsfeed. Then I would look at the headline and think about how to change it up so it’s a nice snappy headline that might do better capturing people's attention. 

Next, I would look at the copy. First ad creative, then copy. This is the order I would personally work through to try and optimize an ad to get lower lead costs if the cost per lead is coming in higher than I’d like to see. 

However, if you're working with a client who has a budget of only $20 a day, (they really should be managing their ads themselves, or you could coach them with the help of my ADvisory program, but let's talk about that another time…).

If you’re running ads for a client, who's only got a budget of $20 a day, hats off to you! They're some of the hardest clients to work with and get results for because a limited budget means you need to run ads for a while to get enough data through, and you have to work adset by adset, or ads by adset.

It's much easier to manage $500 a day or $1,000 a day because then there’s enough money to do budgeting and testing various things in the campaign. When you've only got a budget of $20 a day for your test budget it’s also your performance budget. That $20 a day is everything. If you do have a small, small budget to run ads it's really hard to get enough data in fast enough to make decisions to optimize results quickly.

With that $20 typically allocated to only one ad set you'll be wondering, is it the audience, or is it the copy and creative? It could be any of those. 

If you know it’s a proven audience that you have worked with in the past and you have experience with that audience working really well for other clients, or you've run campaigns to the same audience in the same ad account and it's got good results before, then you can safely assume the problem is most likely the copy and creative. 

However, if it's a new audience and it's new copy and creative, and everything's new, then I would most likely start with optimizing the copy and creative first.

Chances are you've done the audience research and found an audience that’s a good fit because your client provided you with great information about their avatar with their messaging, hooks and pain points. Ideally, this means you’ve got copy that's on point. 

However, if you've done the work and the research, found an audience and start running ads to that audience, you'll see after a few days, maybe three days or more, that with a budget of $20 a day, you're probably not getting the results you need in a hurry.

You would need to run those ads typically for five to seven days to get the right amount of data, or at least a minimum amount of data before you can start making decisions. 

What should you change first if you have a decent sized ad budget?

Regardless of the budget, you do need to make decisions at some point with all ad campaigns. If you have a decent ad budget and the costs per lead are high, I’d suggest continuing with the audience targeting and work on optimizing the copy and creative. 

First, change the creative.  Use creative that's a pattern interrupt, or something that's really going to speak to the audience. While we like to use positive images, it’s also beneficial to have images that relate to what people experience. 

One example I can share was a campaign for someone who helps people with thyroid issues.  They had two creatives. One image creative was of a lady with her hands up on a mountain and feeling great. The other image creative was of a lady who was lying on the couch in her suit, home from work and exhausted at the end of the day. The image of the exhausted lady on the couch was the image that resonated the most with people. That's the image people clicked on.

Definitely try a positive image, but also try an image that relates to where people are right now and makes them think ‘oh my gosh, this is how I feel’ and emphasizes a believable pain point. Test which creative works better. 

Here’s what I recommend when you need to work on improving the performance of your ads and lower the cost per lead because the CPMs may be too high, and you’re wondering if it could be the audience or the copy and creative.

Typically, these are the steps I follow to reduce higher costs per lead. 

Keep the audience, 

  • first change the creative, 
  • then try a different headline, 
  • refine the copy and work on the first line of the ad copy which is the hook to grab attention

If you've got a decent sized ad budget to go across multiple ad sets I recommend testing the audiences to see which audiences are performing and which audiences aren’t doing well. You would keep the performing audiences and test a different audience to see if you can get a better result than the underperforming audience.

I'd love to know what you think? What’s your approach to reduce costs when you see high costs per lead coming in from your ad campaigns? 

Send me an email at [email protected] I'd love to hear your thoughts. That's it for today's episode. 

Share Button

Meet Our Certified Elite Ad Manager, Amanda Kuchlenz

Jody: Hello, welcome to this episode of Online Confidential, where I’m excited to be bringing to you another one of our certified Elite Ad Managers, Amanda. Amanda has a great record in this space. She's been absolutely crushing it for her clients and her diligence that she shows when she’s working on campaigns is just amazing.

So anyone that works with Amanda is lucky to be one of her clients, that's for sure. Like most of us in this ad management space, we didn't leave school saying “I want to be an ad manager when I grow up.” So this is where we explore how we've made this journey from doing whatever we did in our previous life to now becoming an ad manager. I'm super excited to talk with Amanda today and bring her story to you because these are just everyday people doing everyday things and we've just made this transition to working from home. To having that freedom and flexibility to run our own business. Charge what we are worth and be able to make these revenues that once we thought maybe you needed a tertiary education or you needed to be a doctor or a surgeon.

So welcome, Amanda. I'm super excited to talk with you today. 

Amanda: Well, thanks for having me, Jody. I'm excited to be here. 

Jody: Awesome. So let's talk about life before Facebook ads. What did you do before you discovered this crazy world of digital marketing? 

Amanda: Sure. So I feel like I should go way back. I do actually have a degree in marketing. I went to college pre-2000. (I don't want to give away my age) but you know, just before 2000 marketing, there was no online world. Right. And so after college, I moved into corporate, and I moved into marketing. It was actually quite boring for background screening company.

Anyway I had kids and eventually decided to quit my job to stay home with my kids. At one point about five years ago my sister-in-law was working as a virtual assistant and she said, “Hey, Amanda, you should really check this out.” And I thought, this is a great idea! You know I can tie in some of my marketing. So I started working and I literally was like, “I just want enough money to hire a housekeeper.” Then the idea of the scale of opportunity was  that low. As I started doing mostly organic social media and as that started to grow and grow, my dreams of growing a business grew bigger and bigger.

Once I started in this online marketing world, I started to realize that so much of my life experience had really nothing to do with my college experience, but so much of my life experience benefited me in my business so much more doing this more than anything else.

Jody: That's really interesting. My next question was going to be, so you actually have a marketing background, which not a lot of ad managers do. A lot of them come from banking, corporate, various backgrounds, but not marketing in most cases, that's for sure. I didn't have a marketing background and I was gonna say,  how did you feel that that marketing degree actually helped you as you made this journey to becoming an ad manager, but you were saying it's more your life experiences than that.

Amanda: I mean, it did a little. I think what I recall from my time in college is it, I was really inspired by the marketing professors that I had. They just were always so much fun. Actually. I was like, they sound really cool. I wanna do that. I’ve always been interested in ads and my dad and I would sit around and kind of critique the football super bowl ads or stuff like that. So it's always been something that's been interesting to me. And I mean, some of the basic principles apply that really anyone can learn like product pricing. You know, the four P’S. Understanding your customer and how to sell to a customer. Like all that kind of stuff is all really tied into just the real life part of how we operate as humans and buy things. 

Jody: Yeah. So just explain what are those four P’s for us? 

Amanda: Oh gosh. Product, Pricing, Placement, and Positioning.

Jody: Yeah, positioning is so valuable. I think just a knowledge of that is so essential because there can be such a low barrier to entry to, and especially with this space that we work in, that is that expert based business or this information product, you know, digital products where they can go off and do whatever course to go. Ok, I'm going to create my program about X, Y, Z. But there hasn't been that for call of those four P’s, like you said, and it's such an essential part like of that Facebook ad. So I think that's where Facebook ad managers with no marketing previous experiences necessary. We do also need to have a knowledge of those things so that our clients or potential clients who come to us, we can help them to troubleshoot these things.

As we get data from our Facebook ads, we can help to identify that. So there seems to be something off here, because if people are clicking on the ad and then they're not going to convert over. So yeah, so that's great that you opened that door up for us here just to quickly touch on. 

So you started out doing some work online. You wanted to get a housekeeper. That was the first goal. It was like, I would love to be able to pay someone to come clean the house. Huge! That's a goal for a lot of us. Right. So certainly not alone with that. So how did you then get started learning Facebook ads and running Facebook ads for clients. 

Amanda: Well like I said I did start with more it was easy to get into more of the organic social media. So I would have smaller clients and I would, if, you know, if an opportunity arose or I felt like it was appropriate, I would just say, “Hey, you know, I really wanna learn this. I'd be willing to, you know, do this for you at, you know, no extra fee, like as part of my existing service.” And so it, it kind of opened that door and then I obviously also took some cor online courses and found my way through with the really inexpensive ones and you know, kind of got my feet wet, got some experience underneath me and just kept kind of moving up.

It took a while for me to get to the point where I was like, I'm all in on ads. I mean even now though, sometimes I'm thinking I should maybe add some organic to my offer, but ads were intimidating and it was hard. So that's that. But once I started doing them and offering that to my clients and then clients would say yes, and it made it kind of easier because they had a little grace with things taking a little longer as I learned how.

Jody: I love that transparency that you had with them as well saying this is an area I'm interested in and I'm wanting to learn about, so you are you willing to gimme a bit of a budget and I'll help figure it out for you and so you can get those results. And I mean that’s sort of where I started as well, it was like, I wanted to get into ads. I was sort of dabbling around with things and someone said do you know someone to run some ads. And I was like, yeah, $12 an hour. 

So you offered it in to your existing services as free. Which is what a lot of people who come to us in the Elite Ad Manager have been doing.

That's awesome because some people can find it challenging then to go from like, okay, this is a free add in to like, oh my gosh, this is like next level stuff. How do I then transition to go well, okay I do need to start charging you extra for this. So how did that transition happen for you? Did it happen?

Amanda: It kind of did, I would say it, it was more like I found new clients. To me, part of it was really that one of the tipping points was really defining my offer. I mean that just kind of really made a huge difference is being really clear on my offer. And then like what exactly am I doing here for you? And then testing it out with a client and quite frankly, like a lot of times they didn't want to pay for what, even like a low,low budget ads manager would cost.

So I would lose the client, which I mean was fine because it was kind of getting to the point where I did want that higher paying client. So that was probably the hardest part was figuring out my offer, testing it out on one or two clients, and then having to raise my rates a bit and then them, you know, bowing out for whatever reason on their business side. It wasn't worth a thousand dollars a month for them any longer plus sometimes their offers didnt’t quite work out. So they were just not in that stage. So then that kind of leads into the hump of figuring out how to find the people that are in the stage of wanting to pay someone a 1000, 2000 or 3000 a month for my services.

Jody: Yeah, that's great. And that is a fear that a lot of ad managers may face as well, or people who are making that transition to adding it in and going, okay, well, this is the direction, like you said, you took that time to look at what you wanted your offer to be. And, and that can be a scary thing! People go, oh man, I might lose these clients. Well, if you do, yes, I appreciate that is scary. That is a bit of a hit in the revenue. But it's making space for those ideal clients that you do wanna come along. 

So you did touch on it there of like, okay, so now I've gotta go and find this next level and this next quality of client. So how did you go about doing that? 

Amanda: I think that I was able to start coaching inside a group of coaches and there's tons of them out there who have masterminds or group coaching programs and teaching other course creators how to launch in a particular way. That I think was the secret. I think that's what really pushed it over the edge because you've already got someone who's paying to be in, in a group. So they're a pretty well qualified person who's willing to see the value in paying someone for their services. And then on top of that, as an ads manager offering some sort of coaching or like office hours or something like that and offering to help their students. It's a, it's a win-win. 

Jody: Absolutely. And that's a classic example of that saying “your network is your net worth”. Right. Pay to play. There are Facebook groups or groups in general and yeah, it's going where those premium, those higher client higher value clients are.

So if they're paying, like you said to be in a group or a membership, then they're great quality. So that's where I consider some of your marketing budget instead of. Spending it on Facebook ads, you actually spend it to be part of like a good quality group where your ideal clients may be. Especially in this space with the coaching and courses, there are so many of them. And if you can get into that group, you answer their questions, you are positioning yourself as that authority, you are increasing your visibility, and that's absolutely work to treat for you there as well.

Amanda: Oh yeah and plus it's kinda fun. It's really neat to just chat with people about their business and how ads work and if they can even work for them. And so it's kind of cool. I like doing it. I would love to make more connections with more coaches, because I think it's fun to do. It gives huge return on investment down the road, you know? 

Jody: Absolutely. It gives you an opportunity to shine in your area of expertise. You, the coaches, whoever you're talking to. They're experts in their space, right? Yeah. And and they need your knowledge and guidance and it helps you go, wow, I really do  know what I'm talking about, even though you see it every day with the results that you're getting and all of that. It just helps you to realize yeah, your expertise and your value with all of that.

Amanda: Let me add, okay, I feel like the imposter syndrome can get out of control in yourself, but even if you've only run a few campaigns for a short amount of time, like you you've got more information than the average person absolutely.

Jody: Yeah. I agree. A hundred percent. There's so much about Facebook ads. Just getting in running some campaigns, having that expertise, there are so many people behind you that don't know that as well. Any of those things like, domain verification,  aggregated events, all that kind of stuff that needs to be set up these days. It's a lot! So again, like I was saying, you're working with the coaches and digital course creators, et cetera. 

So what's one of the challenges that you sometimes see and face running ads in this space? 

Amanda: I think the biggest challenge I see is the lack of vision for the entire funnel. This is like specifically in just the space. You know, because Facebook ads are kind of just the driver to your sales page and that can sometimes be a challenge in a campaign where the conversions may not be happening further down the funnel, and then the ads can be somewhat blamed for that.

So it behooves every ads manager to know a bit about the funnel and those conversion rates. And that's where I see a lot of people get stuck and just the daily tracking of numbers and things like in your data, they tell a story. So learning how to read that story and sharing that with your client it solves some of the challenges, but it also brings up more sometimes.

Jody: That's such a great point because it's not only all just about the ads. So all your clients might go, oh, the ads, the ads, the ads it's knowing that. Well, actually the conversion rate on the registration page is only 15%. So let's optimize that and just a couple of increases in that conversion rate can make a huge difference. So thanks for that observation! 

So with this journey of going from sort of the corporate work in marketing, working from home, wanting to get that housekeeper or someone, all the rest of it and this lifestyle that you now have, working from home, and having these clients. 

What do you think has been one of the things that maybe you're most grateful for with this journey and where you are now?

Amanda: One of the things I'm most grateful for is the lifestyle I've been able to live. I have older kids, junior high, high school age, but I can still do pick up and drop offs. I'm here when they're done with school and I love that I'm able to work my business around that. I also am grateful for the people that I've met, the networking, and the circles that I've been in. It's just made the online business, owning part of things, really exciting. And I love it. 

Jody: Yes. I can totally relate to that. People that I've got to meet in various corners of the world that just wouldn't have opened up without getting into sort of this niche. And as ad managers we've got a unique little thing. We talk our own language and we understand the pressures that we do face. Then also when things do go well, and we're going, “yay here’s ours conversion rate and this kind of ROAS,” it's our ad manager buddies that are like, “yay that's awesome.” They can totally relate to us. 

So Amanda, where can people learn more about you? 

Amanda: My website is momentumupmarketing.com. I'd love to hear from you. You can find me there and can also find me on Instagram. I'd love to hear from you. Like you said, opening up those conversations with people that you normally wouldn't. 

Jody: Yep. Love it. Well, Amanda, thank you so much for being here with us today for sharing just that part of your journey from life before ads management, too, where you are now.

Thank you. Its been an absolute pleasure talking with you. 

Go check out Amanda and if you wanna know more about running ads for clients, run over to the Facebook group, Ad Manager Adventures.

If you want to learn more about the Elite Ad Manager Certification, here is the link EliteAdManager.com

Share Button

Diversify Your Ad Management Services The Right Way

Are you thinking about diversifying your Facebook ad management services? In this episode of Online Confidential, where I take you behind the scenes to talk about ‘Secret Ad Manager’ business, I share four ways to diversify your Ad Management services and leverage your expertise with Facebook ads.

Even though there’s a lot of great value in being known as a specialist and an expert who has the systems and procedures in place so things run like clockwork, when it comes to Facebook ads, things change all the time. So, you don’t want to have just one service type to offer. 

You don't want to just have one thing going, even though there's a lot of great value in that. Okay. You get known as the specialist, you get known as the expert, you get systems and procedures in place so things can run like clockwork, but when it comes to Facebook ads, we know that everything's changing all the time.

When clients’ ads don't work, they want to cancel and go and try Google ads or they want to try Pinterest ads, and what a lot of ad managers end up thinking is: “I need to learn how to run Google ads. I need to learn how to do Pinterest ads” and their heads get so full.

There are so many things you could be doing but it doesn't mean you should do all.the.things.

If you've got a lot of great expertise with Facebook there are several ways to package up your expertise without having to go off and learn new skills or platforms.

Done for You Services

A Done for You service is just one way to bring in revenue with your Facebook ad expertise. That's where a lot of ad managers start and get stuck.

You’re just doing the done for you service and think you've got to stick with doing Done for You services but you have to learn all these other different platforms and offer all these different services. 

However it’s possible to expand your business by diversifying with other revenue streams that leverage your Facebook ad expertise. One way to do that is with coaching.

Facebook ads Coaching

Not everyone who comes to you is a great lead for your Done for You service. They may have a low budget or they may be just starting out. If so, you can offer them coaching instead of your Done for You service because they still want to do Facebook ads but they’re not at a stage in their business when having an Ad Manager is a good financial decision. 

It may be that they don’t want to learn how to do Facebook ads, but the truth is, they may have to roll up their sleeves and learn until their business can support the investment in having you onboard as their Facebook Ad Manager.

You can still help them, but offer them coaching instead of your Done for You service.

There are a couple of ways that you can package up coaching. Just with Facebook ads coaching you have an area you can diversify different revenue streams for your business.

1. Do One-on-one Coaching 

It’s more of a premium VIP service where they’re buying your time one-on-one. They get your your eyes on their ads with your suggestions and you can help them so they can learn. You save them so much time and frustration and money by helping them get their ads right with a personalized hand-holding approach.

2. Offer a Group Coaching Program 

This could be an entry level option. Where your one-on-one coaching is a VIP premium service, for a lower rate they can join your group program which might be a group coaching call on Wednesdays at 10:00 AM. Whoever turns up to the coaching call gets your time one by one to go through their campaigns and make suggestions, see what’s going wrong and help them to optimize. 

That's two ways that you can do coaching. You’ve got the option of offering group coaching and/or VIP coaching. What if your time is really valuable to you?

Well, that's where you have to weigh up the cost of the one-on-one coaching package. You’ll need to think about how many you can do. And yes, if you charge well enough for it, maybe it's $2,000 a month for the VIP coaching, or maybe it's $1,000 a month then four of those is $4,000 a month for four hours work a week.

That could be very worthwhile. Otherwise, you could have a group coaching program with 10 people each paying $500 a month. That's $5,000 a month for 4 x 1 hour clinics in the month. This coaching package will combine beautifully with your Done for You services. 

By having these types of offers you diversify your Done for You service with coaching packages.

3. Offer In-House Consulting 

Another avenue you can explore to increase your revenue with your Facebook ad expertise is in-house consulting. You can find companies and businesses where you could coach their in-house person and give them direction and advice for their Facebook ads and their Facebook ad strategy. 

For example, think about real estate agents. If there's a chain of real estate agents where a group of franchised agencies are all owned by one person, they may want to get you in to consult with their team.

They might have 10 different agency locations where they may have multiple people who do their social media and try to do their Facebook ads. You could be consulting to them in-house and give them the latest strategies, making sure they’re all on the same page and up to date with all the changes on the platform.

So with coaching, you've got premium VIP coaching and group coaching. Plus, there’s also in-house consulting as another option.

4. VIP Days

You can also offer other services like Facebook ad set-up services which you could package as VIP days. When it comes to VIP days, you don’t have to be locked into being with a client face to face or via zoom all day. 

After all, there are a lot of things that can go wrong with Facebook ads. The platform is always having updates, they just move buttons, they move little features, and it can take up a lot of your time. If you're sitting there with a client saying: “oh my gosh, this used to be here” it can be a bit awkward. 

Instead, you can do your VIP day or set up service without being in constant contact with your client on a specific day. It doesn't have to be a specific day. It could be a week that you make available to get things set up within the week. You'll have their lead generation campaigns, their client attraction code, or whatever your VIP Day service is, you'll have it all set up within the VIP timeframe. 

It may be that on Monday you have a one hour call and make sure you've got all the necessary logins and you've got the resources, the assets, the copy, the avatar, all the things that you need at the start of the VIP week so you can work on the completing the project. Then you have a call booked for Friday where you hand over the completed project with a walk through to show them how everything is set up and it's all done, ready for them to take over.

If you were to do a VIP Day and charge $2,000 to get that set up service done that is saving them hours and hours and hours of time trying to figure out how to do it all themselves. They’ll avoid costly mistakes like loading a traffic campaign to get leads and wonder why it's just not working, or wasting their money by loading ads that are not compliant and they get their ad account shut down.

A VIP Day is a super valuable service. If you did just one VIP Day that could be another $2,000. If you are still working full time in a nine to five job this service gives you the flexibility to be able to come home, do some work on this setup and then go back to work the next day, come home, and keep working on the set up and it complements your nine to five. 

With this approach, you don’t have to decide to quit completely and all of a sudden get your Facebook Ad Management business up and running. 

I’ve shared four ways to diversify your Ad Management services and leverage your expertise with Facebook ads.

  1. VIP coaching
  2. Group coaching 
  3. In-house Consulting, and 
  4. VIP Day setup services. 

These are four ways you can add additional revenue streams to your Done for You services with your Facebook ad expertise without having to learn other platforms like TikTok, Pinterest, Google ads, and all the other things.

I'd love to know what you think? Have you tried diversify? What additional offers do you have to complement your Facebook ad management services? 

Send me an email at [email protected] I'd love to hear your thoughts. That's it for today's episode.

Share Button

Don’t Let Your Money Stories Limit What Your Clients Pay You

Do you price your services based on what you think your potential client will pay you? Well, that's what I’m talking about today in this episode of Online Confidential, where I take you behind the scenes to talk about ‘Secret Ad Manager’ business. 

I was talking to one of our Certified Elite Ad Manager students recently. This student loves doing tech integrations, which is a nice added bonus for a client if they've got someone who can manage Facebook ads for them and also do tech set up as well. 

Pricing ‘other’ services on top of ad management

I'm not saying you should include a service like tech set up in your ad management services. Instead, offer it as an added service so it's not part of the scope for managing Facebook ads. 

If you identify the client needs additional work and other services, because chances are likely you’ll get in to do their ads, and then discover for example, they don't have follow up emails in place and they don't have all the other things that work hand in hand to make Facebook ads a success. 

This is the situation the Elite Ad Manager found themselves dealing with. All these extra tech things needed to be done on the client side. After looking at what they needed, the Elite Ad Manager offered them a price to get the tech set up done. But at the end of the day, all the work they did was completed at a really low hourly rate because all.the.things took a lot longer than they originally expected.

And they always do. You need to price in a time buffer. 

If you think something will take five hours, expect it will take 10 hours. It always takes longer. In this case, the Elite Ad Manager said, ‘I only charged $$$$ because that's just what I thought was a good price’. 

In fact, the ‘good price’ offered to the client came from a limiting personal belief and story about money, and also their belief about how much their services are worth.

This is a huge mistake. When you have limiting beliefs about money, and you have stories that have possibly come from what you were taught as a child, like what you heard about money in the past, or the way your parents talk about money, it will influence the way you price your services.

The Elite Ad Manager only charged a nominal rate and when all was said and done, the time and effort it took them equated to an hourly rate that they could have outsourced offshore. It was a learning experience and it's always a rite of passage when things like this happen.

What you’ll find is if you don't offer the client ‘this service’ at ‘this price’, they'll go off and pay someone else and you'll think, ‘I could have done it for that price’.

So instead, we end up thinking the client won't pay more. It's the story that we tell ourselves…

‘They won't pay me that much’.

‘That's too much to charge’.

‘I'll only charge them this much’.

Your value is not just an hourly rate

When you're talking about ads, online funnels and all the assets that are needed to run traffic to and make sales in an online business, you’re talking about an incredibly valuable skillset.

Just one sale could pay for your services to set something like that up, maybe two sales, maybe not even one sale would cover it, depending on the price point. Always remember, you provide a super valuable service. Don't let your limiting beliefs about money dictate how much to charge clients. 

Consider the expertise that you have. Consider the time you have put into honing your skills. Also consider how much you‘ve invested financially to learn those skills and continue to invest time into learning. What sacrifices have you made with your time to develop your expertise? Maybe it’s not having dinner with the family, because you've been on a training webinar. What about all the other things you’ve missed?

When you're charging people, your value is not just an hourly rate. It's the culmination of all the things that come with you when you provide a service to a client. You save them from having to do things they don’t have the bandwidth for, and you save them the stress of trying to figure it all out on their own.

Appreciate your worth, appreciate your value. 

Don't be afraid to charge what you’re worth rather than what your stories make you think they'll pay you. Chances are they will pay you what you suggest. After you say, ‘It's going to be a thousand dollars to set up your Client Attraction Code for you’, pause and just hold that space. 

Be confident and comfortable with your value. 

So today, consider those times you’ve pitched your prices or your services to clients and think about where it came from. Did you pitch confidently because you have an abundance mindset about money, or did you pitch with a lack of confidence because you have limiting money beliefs?

If you think you’ve pitched from a place of limiting money beliefs then explore those limiting beliefs and release them because there really is enough to go around. 

And when you’re a Facebook ad manager, there are millions and millions of businesses that need Facebook ads. Plus, if you like the tech stuff, they need that work as well, which means you have a super valuable and in-demand skillset.

Value yourself, value your services and price yourself accordingly. 

That's it for today. If you've had situations when you’ve undervalued yourself and priced a service the client snapped up straight away and it made you think ‘OOF. I knew I charged too low for that’.

I'd love to know. Send me an email [email protected] I'll have a read and I'll personally get back to you. 

Share Button

How And When To Use Collection Ad Formats

Have you tried using the Collection Ad format in your Facebook Marketing campaigns? 

In this episode of Online Confidential, where I take you behind the scenes of ‘Secret Ad Manager’ business, I reveal why I love using Collection Ads to tackle those tricky bottom-of-funnel retargeting challenges.

When it comes to retargeting the bottom-of-funnel audience you’ve got two problems. The first problem is getting the ad into the newsfeed, and the second problem is getting people to engage with the ad.

In this article, I share a strategy I’ve been using with Collection ads that solves both those problems.

I’ll give you my Elite Ad Manager tips on,

  • What the Collection ad format is,
  • How to set up a Collection ad, and
  • When to use a Collection ad

I really, really love the Collection Ad format because it looks a bit different in the newsfeed.  Yes, sometimes it's great to look very organic and very native, like a post from a friend, but sometimes you just want to stand out and get noticed.

Let’s dive in.

What is the Collection Ad format?

The Collection ad format helps you to stand out in the newsfeed, but not in the same way a big graphic design image does that screams “I’m an ad!” Instead, the Collection ad format looks different because it pulls in images and information from an Instant Experience template that’s already been set up.

I love to use Collection ads for retargeting people for webinars. As you know, it’s getting harder to retarget and get back in front of audiences who have clicked over to a website page. With smaller retargeting audiences, it can be tough to see results with a traffic campaign or conversion campaign aimed at getting the people you’re retargeting over to watch a webinar.

Typically, you might try a video campaign where you’ll upload the webinar video, or if it's been on the Facebook page, you’ll share the video using a video view campaign. The video view campaign is one option. Another option is to use the Collection ad format.

I love using the Collection ad format because when I set up an Instant Experience ad to be the webinar registration page or sales page, I can use the Instant Experience ad template and the Collection ad together.

How do you set up a Collection Ad?

You build out the Instant Experience ad inside the ads set up area with information from the webinar page or offer page, so the Instant Experience acts like a sales page in the Facebook feed.  Or you can set it up to be a hybrid.  For example, I'll put the webinar at the top of the Instant Experience ad with the Get Customers or Client Acquisition template, which is a really simple and nicely designed template to use.

It’s very easy to set up. First, place the video at the top of the Instant Experience template where there’s an image/video placeholder, then beneath that, you add a headline and a description, and below the headline and description, there’s a carousel space to add three or four additional images for the offer. The carousel images are where you can add things like customer testimonials.

Here are the steps to create the Instant Experience template:

  1. Add a video/image at the top of the Instant Experience
  2. Add the copy for the headline and description
  3. Add three or four images to the carousel section
  4. Add the links for the call-to-action buttons

So now you have set up an impressive Instant Experience ad. 

To set up the Collections ad, you create a new ad and select Collection as the ad format. Then select the Instant Experience ad template you previously created. 

What you’ll see in the newsfeed is the video or image you've placed at the top in the Collection ad.  The ad copy and the image or video, which might be the webinar video on the Instant Experience template, will be pulled through with the images in the carousel with the headline and copy you added to the Instant Experience template.

Now you’ve created an impressive Collection ad.

It gets attention when it appears in the newsfeed because it’s a bit different. People stop scrolling because they’re curious and wondering, ‘what kind of ad format is this?’ Anyway, that’s what we ad managers think, right? 

Everyone else is just curious because it looks different, and it’s an impressive format.  It grabs attention which is the goal. The more attention you attract from the newsfeed, the more engagement you’re likely to generate. 

When they click on it, it opens up the Instant Experience, and they’ll see more information with the call to action to get them over to the registration or checkout page. So if you put enough information in the Instant Experience, people can instantly learn more about the benefits of the offer, and they’ll be primed to go over and buy.

This is an example of how I love to use Collection ads in a campaign strategy for something like a webinar.

When can you use a Collection Ad?

You can use Collection ads with a few different campaign objectives. For example, you can try a Conversion campaign and see if that will feed out. I have seen where it hasn't fed out as a Conversion campaign, but when we put it into a Reach campaign, it did feed out.

I've noticed Collection ads generally have a really good click-through rate. People click on them. They engage with them and open them up. 

By using a Collection ad, you solve those two problems I mentioned at the beginning.  The first problem is getting the ad into the newsfeed, and the second problem is getting people to engage with the ad.

Have you used the Collection ad format? 

I'd love to hear about your experiences with Collection ads, or if you're excited to give them a go now that you know more about them. 

Send me an email at [email protected]

Share Button