Online business

Does who you’re listening to affect how you react with people?

Today I'm going to share one of the crappiest moments that I’ve had as a Facebook Ad Manager. It's probably not going to be what you think at all, but it just really didn't align with my values and my integrity. I do not want to make excuses or blame anyone or anything. It was entirely on me. However, it was influenced by who I was listening to.

At the time, there were some podcasts that I was listening to that made me feel quite toxic. So the attitude and atmosphere stirred something up within me. Whether that was my own issues that were doing it or whether it was because it didn't align with who I am, where I come from, the person I want to be, and how I want to treat people. So listening to this podcast, having this influence in my head really stirred me to act in a way that I regretted immediately.

What had happened was I was working as a Facebook Ads coach, and there was a client in a community that we were in who was doing a launch. We were helping run this launch, and I was going through and reviewing all the ad campaigns. Now there was someone else who was running the ads now. So I went in, and I had a look at the ads and the targeting. Everything was not as you typically would have it. There were all the warm audiences in with the lookalikes, and it was just a hot mess and all over the place.

At this point, because of where I was at, I had built up this sort of anger and toxicity. So I got a screenshot of it and made it so nothing would identify that person. I posted it to my Facebook with “this is why I'm training Ad Managers because of this sort of rubbish that people are doing.”

You know that if you put something on social media, it's out there for the world to see, and this person went to my newsfeed, and they saw it. Busted! Then grief, remorse, shame, all came on top of me. It was like, what the hell did I just do? That is not the person I want to be.

In another Online Confidential episode, I’ve talked about not throwing people under the bus because I’ve been thrown under the bus. But that was exactly what I had done to this other person. I felt so bad and shameful. I really wanted to go and crawl into a hole.

Then the apologies went out. I apologized to the people I was working with for any inconvenience or I caused with them. I apologized to the client and their Ad Manager. I felt really awful, and for me, that was a real low point.

Even though other Ad Managers were commenting on my posts going, oh my gosh, that's terrible. Blah, blah, blah, blah. It's not the person that I wanted to be. I allowed myself to be influenced by all these podcasts, particularly this person I was listening to at the time.

From there, it was a big wake up call for me to go. Is this the kind of person that I want to be? Do I want to go off in this direction? No, it certainly is not. So even to this day, I'll see this person in the newsfeed, or I'll see the podcast around, and I just cannot listen to it.

I want you to be very aware of who you're surrounding yourself with, who you're listening to help inspire and motivate you. Does it align with your values, whether it's the values for you personally in your life? Is it the values that you want for your business?
How to Run Facebook Ads for clients

Another example was when I was trying to figure out, do I want to build an agency or do I want to do more intimate work, building up this team of 12 that I had. Is this the kind of business I want where it's more boutique, and I'm working with just a handful of people? Coming from my in-house stays working exclusively with the company, I knew the value that was there.

So listening to this agency training was not even aligning with the kind of business that I wanted to build. There are many people out there who are business coaches and so looking at them, their lifestyle, and how they build a business.

I've got a few coaches where I'm a member of their membership community, and there are different things that I draw from each of them. For example, one of these coaches has built a business catering to the lifestyle they want to live. Then other business coaches are working all the time, and they're just busy, busy, busy. So they’ll teach and say, this is a kind of business strategy, and this is what you need to do. And I go, is that in alignment with the actual business that I want?

I know how many hours you're working, and you've got a team of 30 that's helping you do all this. Is that the kind of business that I want, or do I want to model this other business where I have more of a lifestyle? I have less of a team; however, I can still have a very profitable business with this model.

So be very aware of who you're hanging around and who you're listening to with these podcasts. Ask yourself, are they speaking directly to me, are they speaking the words that align with you, your personality, and where you want to go?

I hope you found this valuable, and if it brings up anything for you, I'd love to hear from you. You can email us at [email protected]. I'd love to have your feedback about this episode and if it's helped you be aware of who you're listening to and the direction you want to go in your life.

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Vanilla. Great for Ice Cream, not for Ad Copy

If I see one more webinar ad for a business coach who coaches about business coaching that is vanilla, fluffy, and vague, I'm going to 🤢.

As an ad manager, it's generally not our job to be a copywriter. However, a lot of the time, a lot of us are. We take that on board as we create the copy to go in the ads because that's just how it's done. Ideally, you get to a place where you're either outsourcing it and your clients are paying for it, that's part of your billing system. Or your clients are providing it to you because, honestly, no one knows your clients better than they do.

So how do you create copy that will stand out in the newsfeed for our webinar ads that invite coaches to watch a webinar about coaching other coaches? It's going to be that big, woefully vanilla, or vague copy. That's kind of like a headline that says the three key foundations to working with premium clients with grace and ease. So it’s like, what the hell does that even mean? How is that speaking to me? And then the copy itself is full of all this other sort of stuff that's just filling up the newsfeed, and Facebook does not like that kind of vagueness with their ads.

It's not going to cut it these days as we go into this pixel iOS14 world. So your ad copy and creative needs to be clearer than ever before. You need to speak to the ideal client in a way that you've never spoken to them before, and that will lift you out of the newsfeed and connect you with your audience.

This all comes back to what we call a brilliant marketing message. It's one of the things that we teach in my Elite Ad Manager Certification. It's taking all the waffle and jargon out of these ads and out of these headlines to make things super streamlined, focused, and more powerful.

I was recently looking at holding an event and thought a cruise would be fun. Now yes, after COVID, cruises kind of seem like a big petri dish of germs. But there's still a lot of fun! So we were looking and came across Virgin Voyager. The new cruise line going out by Virgin company out of Florida.

Richard Branson's quote was “create a longing for the sea, not just a cruise ship.” That, to me, was a sign of a brilliant marketing message. It was that yearning for the sea rather than just, oh, here's another ship, right? Make them look forward to the whole experience of it.

So as we create our ads for our clients, or they provide us with that copy, having an eye for that brilliant marketing message that's going to reduce the fluff, reduce the vagueness, and not make things vanilla is so imperative to be able to have that eye, to be able to see it.

Now, one of the ways that you can do that, and what I love, is to get testimonials from clients or the client's clients. Because chances are if you were to say to your client, “explain to me who your ideal client is, what their pain points are and what they want to achieve.” Chances are you're going to get all this jargon spewed at you. They're going to say they want to have some systems and frameworks to consistently implement and post and blah, blah, blah.

How to run facebook ads for clients

It's going to be all the same vanilla, vague wording. What you want is to get the words from the horse's mouth. So ask your client to provide you with testimonials from their clients so that you can see what they're saying, where they were before working with your client and now where they are afterwards and then be creative with that. Use their exact wording, but then add additional adjectives, action words, and words relevant to their field and to their niche into that copy. So that it really resonates with that audience.

Another way is to use your clients USP, now that's their unique selling proposition. Each of us is unique, and that gets lost a lot in the newsfeed. It generally all comes back to who is the stereotype. This is what our graphically designed image will look like, and here's our wording that's going to go in the ad. That's going to be the same as everyone else's wording.

I think we get that from school, maybe, right? Whoever handed in an essay, and when you get really creative, it was marked wrong. And so we get put into this little, “this is how it must be,” but when it comes to business and life for yourself and your clients, the USP, the unique selling proposition is often you. People do business with people.

So showing your uniqueness in your ad copy, messaging, and using the words that your client actually says. How do they speak? Are they all formal? How do they sound when they're off the cuff, and you're just talking to them? How can you incorporate that into the ad copy, as well as the testimonials that you're pulling in from your client’s clients?

Now, if your client doesn't have many clients or testimonials, or even if they do, I recommend you head over to Amazon and look at book reviews relevant to the niche that your client is in. Go through, see what people are saying in these book reviews and incorporate that as inspiration for your ad copy.

Putting that uniqueness and standing out in the newsfeed, we look at our clients, how they communicate, and how they generally talk. We're looking at testimonials, what their ideal clients actually have said and bringing that into our ad copy, as well as looking at a brilliant marketing message. So identifying, seeing what all those words do, the three key foundations and attracting premium clients with grace and ease, is that really what they're wanting? Why do they want it?

I was talking to one of our Ad Managers who was getting a pool built, and they had been able to get this pool installed because of the bonus she got running Facebook ads for clients. So incorporating something like that into your marketing message, like imagine flying first class, thanks to working with premium clients and taking the vacations that you've been wanting to.

So what is it that your ideal clients want? What are the struggles that they are actually facing and incorporating that into the ad copy? Stay away from vanilla, vague jargon terminology and get back to being human and putting that uniqueness back into our ads of being an individual and representing that in our ads.

I hope you found that valuable today, and when you next, see some ad copy, analyze it, look at it, see how there may be jargon in the terminology and how it can be swapped out with things that are just every day speaking to people. See where they're at, thoughts they're having in their minds and hearts, and bring that to life in the ad copy.

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Have you ever been thrown under the bus?

Have you ever been thrown under the bus?

Well, I have, it's not a nice experience! But unfortunately, sometimes we may do that as Ad Managers. So we’re going to unpack what it may look like to act with grace as an ad manager because it's inevitable as you go into accounts.

If you're running campaigns for clients, there will be a few broken things along the way. For example, there will be broken funnels where you have no control over the funnel or things have been broken with ads or you're doing audits on ad accounts and things aren't working so well.

It's a great thing to be able to hold your head high and treat other people with respect. Even if things haven't been done a hundred percent the correct way, which I've seen so often with various ad accounts. Ad accounts that have been run by high profile people in agencies where a lot of opportunities have been missed as well as everyday ones when clients have been running their own ad accounts. So it's about talking and communicating with them in a way that's gracious and not throwing them under the bus.

One of the reasons I'm so passionate about this is because I was thrown under the bus, and it was not a good experience at all. It was back in about 2016 or 2017 and the ads and the webinar funnels had been going off. Things were going so well, but it started to slow down. We continued to do all this testing, changing the landing pages, testing with ads, audiences, and all the stuff you do but things weren't working so well.

In hindsight it was happening all across the board and that goes back to the whole webinars are dead, which people have been saying for a number of years. But they're not dead! They still work, but things are constantly changing and ads are going to be different on Facebook from one week to the next.

What might've worked a week ago isn't working this week. So you're always testing. We had been doing all of that, lots of testing, lots of things going on. We then decided we'll get someone else to come in and have a look at the account. Now one of the things as an Ad Manager that we need to let go of is ego.

You may not want anyone else to come in and look at the account because you may feel that I know what I'm doing, I don't need anyone else to come on board and have a look. We need to surrender so that we can help our clients get the best results. Ego needs to be left at the door.

Anyway, we got a consultant who came on and who happens to have an agency as well. We got them on board to have a look at the ad account. I was on the call with my client and this other person, so it was all done in full transparency. They came in and had a look, and said, “oh, I'd be doing X, Y, Z, blah, blah, blah.” And it's like, I have been doing these things. If you looked at the ad account for longer than five minutes, you would actually see that, yes, I have tested this, and we have done this. We have done all of these things.

However, this person obviously had an agenda. They were keen to get a new client on board. Now all went well. My client called me up afterwards and said that was not how I expected that to go down. You know, I'm really sorry that you went through all of that. We're a hundred percent happy with you and how everything's going.

So everything went well. But I've obviously remembered the experience. It's very easy for people just to come in and have a superficial look at things.

How to Run Facebook Ads for clients
There's actually another time where I had another client and again, the same sort of thing. We had been trying all kinds of things for this client's account, but just nothing was working. We'd gone and tested all the different audiences, different messaging, different angles, different avatars, even different art, landing page software to speed up page load times, even different URLs in case Facebook was hating the URLs. We'd been working on it for months.

While we had generated a million dollars with it, performance was really struggling at this stage. So they reached out to someone who has a podcast. I heard about this on the podcast and was like; this is actually my client. This person was saying, “oh, this is their trouble. It's this.” Without them knowing the whole story.

It’s so easy for people just to make these assumptions and say, “oh, this isn't done, this isn't, and this isn't done”, and to throw people under the bus. I've gone into audit ad accounts, and I have seen ads that were retargeting campaigns that were created four months ago, and they still haven't fed out at all. And it's still turned on and obviously has not been checked. That’s really concerning that’s happened.

But for me as an Ad Manager, auditing the accounts, going back to the client saying, “look, you know, these haven't been running for four months. This is not good. You need to sack that person.” Is a horrible feeling, right?

For me, I don't want to be doing that. If you're like, yes, they have been doing the wrong thing, but I want to make sure that I'm acting with integrity and that I am able to hold my head high without stabbing anyone else in the back. That's not what we want to be doing here. And also, for the client, how gutting can that be to hear that they're not managing my campaigns properly. I've been paying them, and I've been doing all this ad spend. It's a horrible feeling for them.

So whenever I'm doing, for example, an audit, where I can see that retargeting campaigns haven't been getting run, ads that haven't been beating out all these mistakes in their targeting and such. So I instead position it more as, “here are some opportunities that have been missed. By correcting these, it would go a long way to help the performance of your campaigns.”

So rather than just going, oh, X, Y, Z hasn't been done, and this is really bad and pointing out mistake after mistake in a way that's obviously tearing someone else down is not ideal, in my opinion. I want to make sure I act with grace to fellow ad managers as much as possible because it's a hard gig. We don't always get it right, but we're all human, after all.

If things aren't going well, if there are bottlenecks in the ads, don't just point fingers, saying it's someone else's fault. If conversions aren't happening. Is it the ads? Is it the funnel? Don't be quick to point the finger at something else that may be out of control for you. If it is an issue with the funnel or it's their fault, they need to be able to do this. Make sure things are documented and passed along. “I did mention this as a concern, you know, two weeks ago that this needed to be updated”, but just act with grace. We're all in this together!

We all ultimately want to get results for our clients. However, if it happens that someone isn't acting with the best interest of a client on board, you can still hold your head up high and work with your client and assure them that you're here for them. You're here to support them a hundred percent of the way. Don't throw the other person under the bus. Act with grace with all that you do when it comes to running ads for your clients.

I hope you found this valuable, even though we're not exactly talking about ads or strategies and such, but just the way that we carry ourselves as Ad Managers. I believe when we do, you're going to attract those people back to you as clients, as contractors or people in your sphere who are going to compliment that for you as well. And I know for me, I'd much rather be working with people in that kind of environment than a toxic environment where it's every man for himself.

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Ever feel like you’re the best-kept secret?

So you feel like you're the best-kept secret? It's time to get out and get visible!

Now that might make you feel a bit scared, right? There's something that's holding you back from being visible. Maybe you're telling yourself that you just don't have time to create content or that you're so busy doing the work for your clients and helping them to be visible. There's just no time for you to do your own visibility campaigns or get your own content out there.

It could be a case of the builder's house being the worst house in the street or the cobbler's kids never having shoes. It's a priority that we need to give for our business because as great as an ad manager that you may be, we will inevitably have clients come, and we will have clients go. It just happens.

You need to have that visibility so that you have a constant flow of potential clients. People are waiting for a vacancy on your books, but one of the reasons why we're not getting out there, and we're not getting visible, it's not that we don't have time. You can get someone for $10 or $15 an hour to get some social media content together for you to get it out there so that's not an obstacle for you.

I have my program, the Client Attraction Code, that saves us from going live every day of the year and getting camera ready. You can just have content that you put into the newsfeed that gets seen a few times every 30 days, and you dominate the news feed.

You are continuing to get in front of your ideal client. They keep on seeing you and building up that visibility. It's super easy! If you know how to do Facebook ads, then there's no reason why you can't be doing that. But there is obviously a reason why you're not getting visible and I hear this all the time with ad managers.

That's why in the Elite Ad Manager Certification Program, we have a mindset coach, Coach Dawn. She has a saying for our students, which is helping them discover why they’re not visible. What you think determines how you feel and how you feel is how you act. So it comes back to thinking about what you're thinking about. That's making you feel like you can't get visible or you're scared about being visible. And then how that makes you act is to not be visible, so you don’t put any content out there.

How to run facebook ads for clients

Now, I completely get it. I struggled and still struggle with visibility and putting myself out there, being visible because it's like, oh, other ad managers know more than me. What if I say something wrong or someone else doesn't agree with it? Well, that's just going to happen in the world of Facebook ads because there are so many ways to do things while there is obviously some dead set, right?

There are a whole variety of ways to do things. I've looked at ads and looked at ad accounts where all the wrong things were done, but they were getting amazing results. You don't have to be right a hundred percent of the time, and you're not going to be so knowledgeable that you know everything. So cut yourself some slack.

With the knowledge and skills that you have, there are people out there who need to hear from you. So while there might be a whole section of the audience that your visibility, message, and services will not apply to, there is a section of the audience who will be so grateful to hear from you and the tips you might put out there. The strategies that you might talk about could be a game-changer for them.

As I said, I've struggled with visibility over the years. This is even after helping several clients generate a million dollars in their business and having generated a million dollars for two businesses I've personally owned. I still feel like I'm an imposter. So who am I to talk about these things that will still rise up, but I've got to think about what I'm thinking about. So that my thoughts will determine my feelings, which determine my actions and are coming out in the manner that I want them to.

It comes back to thinking about what you're thinking about. So for me, if I keep thinking, oh, who am I to talk about this? Who's going to listen to me or, you know, XYZ, negative thought, negative thought, it's going to get that thought going. And so, therefore, I won't do a video or I won't do this post, and then you don't get visible.

Whereas when you are coming from a place of service where I've learned something, seeing something that's been working or just from my experience over the years. I go, right, well, this is obviously what people need to know. They need to know something about the pixel, or they need to know about compliance with their ads or XYZ. I can help people shortcut their learning process to avoid the heartache of an ad account shut down because of the knowledge that I have.

When you come from a place of service that reframes everything for you, it's taking the focus off of you and focusing on the people who need your help. That's a way that I've overcome the thoughts that stop me from being visible and getting out there.

Have a look at what those things are that you're thinking about. Maybe you'll want to journal them or write them down so that you can identify them in the future. It could be that you'd just be working on something, and something will come up, try and be conscious of those things you are thinking about. So that when it does come up, you may be able to write it down, put down the thought process, maybe even think about where did this come from? Where did I start thinking that I wasn't good enough, that nobody wants to listen to me, or that I've got nothing to offer to people.

Think about those thoughts and reframe them. Instead of thinking, I've got nothing new to say or who's going to listen to me. Write down an opposite thought pattern, say I've invested, whatever it is a year to learn Facebook ads, or I've invested $10,000 into my ad training. I've invested $50,000 in client ad spend or helped clients generate XYZ back, like a hundred thousand dollars back in sales. Have a look and write down what you have actually done. Chances are, you're going to surprise yourself if you were to read those accomplishments as if you hadn't written them, and you just saw the writing on the wall somewhere, you'll go, wow, that's great, you've done awesome, good on you.

If you didn't know you, that's what you would say. However, if you knew it was you, you’d dismiss it and go, oh, that's no big deal. It is a big deal! Congratulations! Pat yourself on the back for everything that you have been doing.

Think about what you're thinking about. If it is taking you down a negative trail or building in that fear, and then that fear determines your actions, swap it around, and change those thoughts. Identify them, recognize what you have achieved, how you are worthy of giving this information and coming from a place of service to help people. That will change those actions from hiding and making excuses that I don't have time, that I just need to do this first or build a funnel first. Identify those things, see what you have achieved and come from a place of service. It will change the game for you when it comes to being visible and stops you from being that kept secret.

If you feel like you've been hiding, or if it's time to get visible, we'd love to help you with that!
You can email us at [email protected].

We'd love to support you further with overcoming this mindset because when it comes to running Facebook ads for clients, having that skill set for ad management is one thing. But, we need to have our mindset in the right place!

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Do you know what the difference is between Standard Events, Custom Events and Custom Conversions?

If you run ads, there's no doubt that you already know about sStandard Events and ustom Conversions as well. But something that a lot of Ad Managers don't know about are Custom Events, what are they and how are they different.

Let's just take a step back and look at each of them individually to start with. First of all, Standard Events.ow when it comes to our Facebook pixel, we have the Base Pixel. That's typically the big, long piece of code. The base pixel gets installed or depending on the software, you'll just put in your pixel ID, just that string of numbers that's for your pixel.

So we need that Pixel everywhere to start with, on all of your wWebsite assets. Everywhere that people would land off of Facebook, that's relevant to our services. We want that pixel everywhere!
Now, then we want our Standard Events which are typically events that will fire on pages that we want to track.

For example the Lead Standard Event. We would typically install that on a page where somebody will land on the opt-in and then they'll put in their email address. Then they land on the Thank You or Confirmation page. And that is where a conversion has happened. So the Standard Event, pixel would be installed on that Thank you page. And that's what we are optimizing our Conversion Campaigns for.

When we run a Conversion Campaign, that's optimized for the Lead Standard Event,, Facebook will go and find more people who are likely to opt in.. We generally use a Lead for the very easy opt-ins such as PDFs or quizzes or guides and things like that.

Then we typically use Complete Registration Standard Event on webinar funnels, for example. So something that's a bit more of a bigger ask where they're going to sit and they're going to watch an hour's training, so complete registration there. Then when you've got your high ticket funnels, you would have a submit application for when they have submitted their application form and schedule for when they have actually booked a call.

So there are a number of different options there. We used to be very limited, but we've got a few more options these days. There's also of course, purchase and initiate checkout and add to cart. So again, initiate checkout can be on the page where there is a checkout form and then purchase is going to be on that page. They land, after they have put in their credit card details, say by now the purchase event has occurred. And it's on that confirmation page. Again, depending on your software, some may have that firing for you in the backend, but typically, you know, you'll have it on a confirmation page and that's where it will fire.
How to run facebook ads for clients

So there are standard events there that Facebook has standard, and they're going to be across everybody's ad account. Now custom events are like a standard event, but they're custom. They're unique for you! So where you may have the lead standard event installed, this is where I would customize that event for a particular funnel. So say for my ad manager guide funnel, I would have lead_AMG for the ad manager guide.

That way I can keep track in Facebook in the reporting and see what the lead event has fired for that ad manager guide. Because if I've got five different funnels that all have the lead standard event firing, then it could get a bit confusing with my ads because it might see that a lead event has fired, but it hasn't been for the funnel that I intended it to be for.

Because people end up in different places on your website. The last ad they may have seen was for my ad manager guide, but they may have opted in and invited the lead event for one of my other funnels. So it was actually that one and not the manager guide, but the lead event would fire in that one. Hope I haven't lost you there!

So custom events help you keep track of your funnels. So lead_AMG for ad manager guide, then I might have lead on the school for AME for ad manager express, for example. So you can customize them. Now, these are great because they're not URL based.

You could put this custom event on any page. So therefore if you've got a funnel, for example, the ad manager guide and the URL was admanagerguide.com. It's on the thank you page of it but for some reason I've had to change the URL. I can still just use that snippet of code and put it on another URL and it will continue to fire there.

So that's what makes custom events different to custom conversions because custom conversions are typically created from a URL. So if that URL needs to change, then you'll need to create a new custom conversion for it. So custom events are super flexible, very robust. And it's just the little piece of script code that is the same as the standard event that you just customize and you can install on any URL and it will just start tracking.

So that's why I love custom events because they are very robust, not URL based and save a lot of issues like when things are URL based. Now when you create a custom event, we also need to come back and create a custom conversion. Now I just said with our custom conversions, typically when people create them, they create them based on the URL.

Now, when you create a custom event, you will select that event rather than the URL. So yes, you'll need to fire it on that page. So you'll go through your funnel, you opt in, you'll do your pixel check and you'll see that it's fired. Then come back to your custom conversions and you'll be able to see it, generally takes a few minutes, can take up to 30 minutes or so, you'll see that event there in your list.

So rather than creating a custom conversion, based off a URL, you'll just say from an event and you'll see it there in the list and you'll select it, then you'll pair it with one of the standard events. So like I said, lead_ AMG is for people who've opted in for the ad manager guide.

So I would pair that with the Facebook standard event lead. So that's how you set up your custom events over into a custom conversion. And you need to do that step because then in ads manager they'll come up in the columns. You'll want to be able to create your new reporting, a column for lead ad manager guide. So that's why you need the customer events there.

So Facebook will start being able to track them and you'll start seeing them in ads manager. Now, like I said, custom conversions. Typically people create them based on the URL. Now, if you are doing that, there's a couple of things you need to make sure you don't select equals, unless you really know what you're doing. And you're doing that for a specific reason because there's so many variations that can happen with our custom conversion URLs.

For example, with your Facebook ads, people will click on your Facebook ad, they'll go over to your page. And you've probably noticed Facebook puts in a little question mark, and then it says, FB click. And then there's a whole other string and UTM parameters and all the rest of it. So that's why custom conversions or URLs using content equals is very dangerous because they can have a lot of variations.

Some might be HTTP, some might be HTTPS. So I always recommend to people that you create your custom conversions when you're using a URL that you select contains, and you only use that part of the URL that you absolutely need. So I typically won't include HTTP or HTTPS. I would just say Jodymilward.com/TYAMG, which is thank you,ad manager guide. So I know they've landed on that page. So it contains just that part of the URL. Therefore, if it's HTTP or HTTPS, it doesn't matter if Facebook puts the question mark, if FBQ click on the rest, it doesn't matter if there's various other parameters that have been put on the end of it.

As long as it contains this part, then create that custom conversion. So that's what you need to consider there. So standard events come from Facebook, here's your standard events. Custom events, you can customize them to whatever, and you just use the same sort of script that you use for your standard events, but just customized. Then you create a custom conversion of that custom event and then custom conversions where you may use a URL.

Now, when it comes to optimizing our ads these days and our aggregated events, we can only have eight aggregated events. So that's where I would not typically use our custom events for the aggregated events. It's much safer for you to be able to use your standard events. Therefore they can be applied across any funnel. So if you've got ads running for a funnel already, and you've used custom events or custom conversions that you've optimized for, you've put them in your aggregated events, but then you're going to be launching a new funnel And you need to make changes to those aggregated events that could just throw things right out of whack for you.

So best practice if you use your standard events in your aggregated events, that's going to save you a lot less grief as you roll out additional funnels, we'll make changes, but create your custom events or your custom conversions, but ideally custom events because they're so much more robust and use them for tracking in your ads manager and use your standard events for optimizing and in your aggregated events.

If you want to know more about making consistent 5k months as a certified elite ad manager, then head over to eliteadmanager.com and discover how it's possible, the problems that are existing in the industry and the opportunities that exist for elite ad managers.

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Services to offer a potential client

What service can you offer a potential client even if they're not ready for Facebook ads?
So congratulations, you've been on a discovery call and you've spoken to a potential client to see about how you can help them with their business by running their Facebook ads.
Now sometimes not everyone is a good fit for our services and you do not want to be taking on a client for a done for you Facebook ad service, if they're not ready for Facebook ads. So what are the other services that you could offer them that can help them get to a place where they will one day soon be ready for Facebook ads.

Three things that we're going to be talking about today, let's go. So the first thing you could offer them is a strategy session. Now this is ideal if they've never run Facebook ads before, a strategy session will help them to see what assets they have in place and therefore what kind of ad funnel they would need to be able to run ads for this service.

So if they've got a coaching service, then what ads would be best in there? What assets do they already have in place that we can say, okay, great you've got this lead magnet. So we want to have this at what we call the top of funnel. And some of those terms may not even be familiar to them, but us in ad land they're language we use every day.

So it had their lead magnet here at our top of funnel. Then you could re-target them with a webinar. That's going to invite people to book a call and book them for their coaching program or the consulting services and such. So a strategy session really will help you and help them to identify what their funnel would actually look like, what assets they need in play.

Making sure that they've got email sequences lined up for when people opt in. It's amazing how many people don't have that. And they just have people opting in and they are expecting them to sign up straight away. So making sure that they've got all those assets in place, because Facebook ads is just one part of it. So a strategy session to help them see the whole big picture that you can help them identify if they've got it all together, then how can you help them with their Facebook ads? You can be saying, okay, so we've got all this. This is our strategy session. You go through it all. This would be the funnel and what would be in play. And these are the type of ads that you would need to have with this piece and this piece and this piece.

How to Run Facebook Ads for clients
And then I go great, okay, well we can get the funnel together. That's awesome. How much is it for you then to run the Facebook ads for us? So from there you can do a proposal for them and you can see what exactly needs to be done so that you know what kind of work is going to be involved for you with that.

You're well-informed, you can avoid scope creep because you've done this strategy session. They know what needs to be done. You know, what needs to be done. Things are nice and clear for you. Now offering a strategy session you know, you can do that for $300, $500, even $1,000, depending on your expertise and experience level.

You don't want to charge a thousand dollars per hour. If this is your first strategy session and you have no real experience, we want to be ethical and we want to be acting in integrity. So if you are new to it, then it would be on the lower side of the spectrum. Then if they have been running ads before doing an audit could be a great place for them to start.

They may not have the funds to pay you for your done for you service, but you can say, I can have a look under the hood for you and do an audit of the ads that have been running, go through your funnel, see where the bottlenecks are, so that you can continue to run your ads.

But you've got some further insight as to what needs to be fixed. For example, you can see, oh, you were running traffic campaigns. When you should have been running conversion campaigns, or you were running these conversion campaigns and the click-through rate on the ads was only 0.3. We need that to be up around 1%. And we can do that by, you know, different copy, different creative, try different audiences. So offering an audit of what their ads have been doing, what their funnel has been doing would be immensely valuable so that they can go and implement what you've identified in the audit. They can see where now this has had an amazing result. Our conversion rate has gone from like 1% up to 4%.

This is amazing! And then there is a position where they can afford your done for you services. So another great option for you there. And again, with an audit, they can charge anywhere between $300 up to $2,000 based on the funnel, the client and your expertise level.

And a third thing that you can be offering is a set up service. So there is so much going on at the moment with domain verification, aggregated events and all the changes that are upon us with iOS and just the constant changing face of the Facebook platform. So by providing a setup service that can fast track your clients to be able to be in a position where they can start running some ads themselves.

So what would that entail? Well, you'd just get on a quick call with them to set up, you know, to get into their business manager, because there's things that you'll need to set up in their business manager. And once you have access to that, then you can get off the zoom call or whatever and go and set things up.

So that would be setting up domain verification, setting up aggregated events, making sure the pixel is set up on there and on the whole website. Ideally if they've got WordPress or something, installing pixel my site, making sure you've got conversion events installed on the relevant pages for the funnel that they're rolling out.

And then also putting ads into their ads manager, loading up campaigns, loading up ad shells. If they've got the copy and creative already, then you can just load that all up so that you can have everything set up for them ready to go. That would only take you a day or so. And it provides amazing value for them because seriously, a lot of people who don't know ads manager who are not living and breathing Facebook ads every day, it's a struggle.

It can take them a really long time. So this setup service is such a valuable thing to be able to offer them. And again, depending on you, your clients and your level of expertise would vary what you would charge for that. So maybe 300, 500 or a thousand dollars a day, that's complete in the offer, the setup service.

Which like I said, you could get done in a day. So that's three things that you can be able to offer to people who you've got on that discovery call with, and they're not ready for the done for you services, or they don't have the budget for the done-for-you services. You can offer them a strategy session. You can offer them an audit or you can offer them a set up service.

So you don't always have to just get a client on board for done for you services as an ad manager. Your expertise is so valuable. There's a whole spectrum of things that you can offer to their businesses. That's going to be immensely valuable to them and can help turn around their Facebook marketing efforts where there's been bottlenecks in the past. You can identify things that haven't been identified before and make a massive difference to their business.

So think a bit outside of the box. What else can you offer? What services have you been doing for clients that maybe they don't even know about that you can go, Hey, I can just offer this as a service. There are so many out there, but I've given you just three today. So if you want to know anything more about becoming an ad manager or even more so an elite ad manager, head over to eliteadmanager.com and learn more about our certification program and how we help you to make consistent five figure months running ads for clients. That's it for today. Look forward to seeing you next time.

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The best low cost or no cost tools you need

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

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

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

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

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

We're keeping things personal and we're giving a white glove service to our clients. So what tools do you need to be able to do that? Well, honestly, you can get this underway with free tools, like just using Google software. So for example, people want to book a call with you. Now, one of the biggest mistakes, I see a lot of ad managers and service providers making, is that when someone reaches out or you've got the opportunity to talk to somebody, to figure out if they're a good fit for your service, they will just drop their calendar link, you know, like Calendly or schedule once or something like that. And they'll say, sure, Hey, book a call.

Here's my calendar link. And they drop that link then it’s like off in the habeas. It's like a ghost town. It's like, what if they don't book in a call, it makes it a bit more awkward for you. Doesn't it, to then be able to go, oh, hey, I haven't got that link.

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

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

So if they want to line up a call, you respond and say, Hey, that's great. I've got three 30 on Wednesday, or I've got 10:30 AM on Thursday. Which one of those suit you? And 90% of the time they'll come back with, oh yeah, that's great. One of these times will be good. Then you'll just send a reply saying, awesome.

I'll send you the calendar link. And off it goes, you can just use your Google calendar integrated, like with zoom, which is like free. Or you can even use Google Hangouts, which again is free. And you just integrate that into the booking. You send off a calendar, invite to their email and put a notification that they get a notification like one day before and 10 minutes before. And that's all done. It's all free. It's right there for you.

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

And they've booked in their time. Very personable. So your Google calendar is the number one thing that you can use for free to be able to get people to book a time with you. Now, if you want to have an application form, if you want to have them provide some details before the call, so you can go and check them out, show them some love, opt in for their email list and such then provide just a Google form again, which is free, which you can put some questions in after they've booked a time. You can say, awesome, great. We're all booked in by the way, so that we can get the most out of this call. Could you just quickly fill in this form?

And so I'll be able to review a few things before we actually get on the call and we can hit the ground running. So Google form, nice and easy. So that's a couple of free things that you can do right there.

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

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

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

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

That would require a bit of a cost there typically. But you can get on a call. You can book them in. You can find out a bit more about them just with Google docs, Google forms. So there are a couple of free things.

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

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

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

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

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

So 17 hats is great for that. Another one is honeybooks and another is dubsado. So I haven't actually used honeybooks, or dubsado, like I said, I'm a 17 hats kind of girl, but they all do fairly similar kind of things in that you can have your forms, your documents, that they need to sign, send off some invoicing, have calendars integrated and also send out, you know, those forms.

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

I would a hundred percent when you're organizing that first time to talk with your client or potential client, keep the white glove service going, offer them a couple of times, never just drop your calendar link, offer them a couple of times. It makes it so much easier for you then to get back to them the next day or the day after. Hey, just circling back those two times that I've got you, that I offered to you, one of them's gone. So I'm just wanting to make sure that I can get you in this week. So does this time suit, or I do have this one, like in the following week. So give them those times white glove service. So there's a couple of tools that you can tap into right now that are free.

And a couple that just have a very minimal, low cost to be able to help you to provide a service that can help you make consistent five figure months. Now, if you want to learn more about that and how you can make consistent five figure months as an elite ad manager, then I invite you to head over to eliteadmanager.com and learn more about what it is that you need to do to be able to provide this service to clients.

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What’s the best Campaign to use for your Facebook Ads?

Have you ever gone to launch an ad and you've wondered which campaign objective shall I use? Well, that's what we're digging into today in this episode of online confidential, where I take you behind the scenes to talk about secret ad manager business. So if you go into ads manager and you're going to launch a campaign, you're going to see that there are a number of different campaign objectives that you can select from.

And Facebook has them all neatly bundled for us into awareness, consideration, and conversion. But sometimes you may be wondering which objective you should use because your goals may be a bit different or varied or your retargeting. So what campaigns should you use now out of all those campaigns there? I've probably only used about five. There are some campaign objectives that I have never used.

So first of all, we need to consider what the objective is of our ads. Are we wanting someone to come in and opt in or come in and purchase? If that's the case, then you want to be selecting a conversion campaign that is so Facebook is going to go out and it's going to find those people who are likely to convert. And then for our conversion campaigns,that's where we'll select a standard event at the ad set level for the objective that we're wanting to achieve.

So say if it's opt-ins, you may have the lead standard event installed on that thank you page. So the lead standard event fires when someone opts in, so you'll have a conversion campaign that's optimized for leads. That standard event, if you are getting people to purchase something, then you'll likely have that purchase event firing on that confirmation page.

So at the ad set level, you'll change that optimization to be purchases because that's the standard event that would be firing on that confirmation page. So again, it's a conversion campaign that's optimized for purchases. Now, conversion campaigns are great and then that's what so many advertisers go out and do. They are wanting people to take action to opt in and build their lists.

How to Run Facebook Ads for clients
They're wanting people to purchase. They're wanting people to apply to book a call. So conversion campaigns are super popular and therefore super competitive. They can be some of our most costly campaigns and not some, but they usually are. So you've got a higher CPM. A lot of people are in there because that's targeting that section of the audience that is just hot and ready to take action.

So conversion campaigns, very, very competitive, but it's the campaign that you want to select. If you're wanting people to opt in, wanting people to purchase, you want them to convert and take action.

Now, the other campaign objectives we have, one is traffic. Now this is one that a lot of people will get confused with because they'll want to be sending traffic from Facebook over to their website, but to opt in. So they may think, well, I'm sending traffic, I'm sending them over to my website. So I'll just select a traffic campaign. If you're wanting people to opt in your best bet is to still use a conversion campaign that's optimized for that event that you want to fire, lead purchase, whatever it may be. So a traffic campaign will do just that.

Facebook will send that ad to people who are more likely to click a link and just go to your website, not necessarily to take any action or convert or anything like that. And quite often I see traffic campaigns do exactly that, they get people to a website, but they don't convert. They don't opt in.

So use a conversion campaign. Whenever you're wanting people to opt in or a traffic campaign. When you're wanting to get people to your site. Now, a note on traffic campaigns, you need to optimize them for landing page views. A traffic campaign will normally default to link clicks, which is Facebook's going to send it to people who are likely to just click on your link. But you will have a huge drop-off rate between people who click the link and people who actually land on the page.

So at the bottom of your ad set level, you'll need to change it from link clicks, to landing page views so that you actually get people who are more likely to click the link and wait for the landing page to load and at least see what's on the page. So a traffic campaign is good. If you just want to get people over to a blog post to read, or it's part of maybe a retargeting strategy where you're getting them over to learn a bit more, and then you've got ads that are following up to get them to convert or purchase or whatever it may be.

So traffic campaigns are also handy for a bottom of funnel re-targeting ad. So if you've been getting people over to a sales page and they haven't purchased, you want to get your ads out in front of them again. And depending on the audience size, a conversion campaign, even though you want them to come over and convert may not feed out so well. So using a traffic campaign, because if you've already filtered your audience to start with, with a conversion campaign to get people over to purchase, but then they haven't, you've done that filtering already.

So now we just want your ads to get in front of as many people as possible. So a traffic campaign that's targeting that audience may be more effective to get people back over to the site, because like I said, we filtered them in the first place. They're more likely to convert, but let's just get them back.

So a traffic campaign gets people to a blog post or over to read something or as part of a bottom of funnel strategy. I do actually love to combine a number of campaigns for my bottom of funnel. So I may have a conversion campaign and a traffic campaign and another campaign, all targeting bottom of funnel audiences so that I keep the bottom of the funnel nice and wide.

So that's a conversion campaign and a traffic campaign. Then we've also got an engagement campaign. Now these are great to get out in front of your audience and to find those people who are likely to engage with your posts, this puts some social proof on your ads and Facebook. I love social proof and it also looks good for your ads as well, but it also creates an audience for you, a custom audience of people who have engaged with any post or ad. And they're great audiences. I find them to work really well again in retargeting strategies.

Now, engagement campaigns, like the word implies engagement. Facebook's finding that audience of people who are likely to engage with your ads. So they're great again at the top of funnel.

So you can get some content out in front of your desired audience that may be cheaper than a conversion campaign. So you'd go out and build an audience up first, who you then retarget to come over and convert. And those engagement campaigns, like I said, you can then build up your audiences of people who have engaged with any post or ad so that you can retarget them.

Then engagement campaigns are also great bottom of funnel. Like I said, keep it nice and wide. So you may have a conversion campaign, a traffic campaign and an engagement campaign. You'll find with your engagement campaigns, you'll get a low click through rate because they're not designed to go to people who are likely to click, but you will still get people clicking on them as long as your ad copy is good.

And you got a great creative and a great hook. So that's engagement campaigns, video campaigns and video view campaigns. Facebook will send them off to people who are more likely to watch a video. So if you've got a great little content piece and people often ask how long should a video be? Well, as long as it needs to be to engage with your audience, give them value and entertain them.

So video view campaigns are great to build an audience of people who have watched your video. And that can be from three seconds, 25%, 50%, 75%, a hundred percent of your videos. So there's lots of different points in there. And obviously people who have watched more of your video are going to be more interested in what it is that you have to offer.

So again, retargeting different sections of the video of your audience. Now, when it comes to videos, just because you may have the video in your ad does not mean that you select a video view campaign. Again, if you're wanting people to convert, Opt in for a webinar, and you've got a video in the ad, don't use a video view campaign.

I mean, try it and test it for sure. You'll get a low click through and you might actually get a good cost per conversion. So test and see. But ultimately if there's video in your ad, but you want people to convert, you're still using a conversion campaign. If you get conversions from your video views, then that's great. That's a bonus! So video views, video view campaigns are for people who you want to watch the videos, but if you want them to convert, still use a conversion campaign.
Now, a note on our videos when you're using it to build an audience and retarget them, make sure you keep the placements to Facebook and Instagram, because then Facebook will build those audiences, those custom audiences that you choose of people who've watched, whatever that percentage is, or 15 seconds, the thru plays of your videos. If you select all placements, Facebook, can't retarget those video views. So a very important thing to note there. If you're using your videos to build an audience, keep them on Facebook and Instagram.

And then finally the reach campaigns. I love reach campaigns. Even though Facebook has them up at a brand awareness objective, it’s good to get out there and reach as many people as possible. I actually love to use them. Re-targeting in what I call a nurture sequence, where people who are in your world, in your sphere, you are continuing to retarget this audience like for the next 30, 60, 90, 180 365 days, depending on what placement you're retargeting. So reach campaigns are great because of their frequency. You can create an ad and it will get delivered to your audience.

Like maybe once every five days or once every seven days, or once every three days,
whatever you choose. You can choose the frequency, which is beautiful. So you can just pop up in their newsfeed with different content pieces rather than hammering them day after day with the same ad. So that's where I really love reach campaigns, more for nurturing, for retargeting, putting different content pieces there in front of your audience, putting a testimonial in there, putting a behind the scenes, living life kind of content piece, a philosophical content piece, something that portrays your values so that you are nurturing your audience.

Then as you're using those reach campaigns, and you're getting back out in front of your audience, you also pepper in some conversion campaigns that, you know, 60 days down the track after they've registered for your webinar and they are seeing all your content pieces in your reach campaigns, invite them back to book a call or invite back to purchase something else because they're seeing it every day in the newsfeed with all these relevant bits of information that is continuing to build your affinity authority and trust with your ideal clients.

So that's it, that's the five sorta campaigns that I've used typically every day with all clients and with my own funnels, conversion campaigns,traffic campaigns, engagement, video view, and reach campaigns.

So if you would like to know more about ad strategies and what strategies to use, I've got nine different strategies that I talk about in the elite ad manager certification. So if you want to know more about that head over to eliteadmanager.com and grab your seat and find out how the elite ad manager can help you to consistently hit five figure months.

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What do you do if you have a potential client who may not be quite ready for Facebook ads?

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What do you do If you have a potential client who may not be quite ready for Facebook ads?

So you have a great potential client and they've reached out to you and they're wanting to know how to run Facebook ads or how you can run their Facebook ads for them.

In a previous post I shared strategies that I like to use to look under the hood and determine if someone is going to be a great fit for our Facebook ad services. That's either via strategy session if they haven't run any ads before or doing an audit, if they have run Facebook ads. So either of those ways you get a good insight of their business, what assets they have in place and where they're at, whether they should, or shouldn't even be running Facebook ads at this stage.

I know a lot of people who have run Facebook ads and they haven't been entirely ready. They've just banged some stuff up and they haven't had pixels installed. They have just been sending people to whatever random pages and it's been like a bit of a hot mess.
But if you've used either of those strategies and you've gone in and you've looked at the assets that they have in place, then you need to be honest and give that potential client clear expectations of what you have seen and what results they may expect with their existing setup.

For example, in my elite ad manager program, we recently had a member who had a potential client and they didn't have the assets set up that you really need to run Facebook ads and didn’t even have the pixel installed.

You need to be able to track conversions on the thank you page so that when you're running ads for lead gen, you can tell Facebook, go out and find people who are likely to opt in. And if you don't have that pixel tracking in place, you can't run the correct objectives and Facebook can't optimize correctly for you.

So there's a few things that are not quite ideal in this situation. So what do you do when things like that happen? Well, don't sugar coat things. Give those real expectations that as you've discovered with the potential clients funnel, that here's an issue, here's an issue and here's an issue. And these really need to be resolved before we run Facebook ads.
How to Run Facebook Ads for clients

Because if they're not resolved, then we cannot do X, Y, and Z. And therefore your ad spend will not be as efficient as it should be. We will not be able to attract conversions and we will not be able to XYZ. So you need to lay that out very clearly. One so that your client is properly informed.
They're not Facebook ad specialists. They don't know the ins and outs like you do. So they need to be properly informed of the consequences of their existing tech setup. And also it's protecting you that if you do take them on board as a client, that you have exactly laid out that you haven't given any false promises, guarantees, or yeah we'll be able to get a hundred leads.

So if you do identify situations like this, where it's like, yeah, they're using a third party software, we can't put the pixel on it. So we can't track our conversions. You need to lay that all out. If the client were to say, yep, that's fine. Look, I'm happy to give it a go anyway, let's just see what we can do. Then you have two choices. One, you could either walk away. You could say, well, okay, that's great but unfortunately, I wouldn't be the best fit for you because it's essential to me that I get results for my clients. And therefore I need to be able to track and optimize your Facebook ad campaigns.

So walk away. There's no harm in doing that. And chances are, when you say no to something, something better comes along or option two is you can do it as a bit of a test if you are needing experience, if you are wanting to launch campaigns and such, you could just do this, but what you need to be very clear on then is that the client is a hundred percent informed of like, here's where we're going to have issues because we cannot do X, Y, and Z. So don't just leave that on a proposal or on a zoom call or on a telephone call, make sure if they are coming on board, that it is in your agreement that you would say, the client has been advised that with their current funnel setup, we cannot do this sort of tracking. We cannot do this. We cannot optimize our Facebook ad campaigns, which may result in inefficient ad spend, you know, lowly generation and XYZ. So it is all there in black and white in that agreement that they sign.

So that if in a month's time, everything seems to have gone over their head. They forgot you telling them this is what's going to happen. And they say, we're not getting any leads, what's happening. You can say, as it's noted in our agreement, the issues that were presented to you back when we started X, Y, and Z. And then once they actually see it for themselves and they go, Oh, okay. So, you know, this is what this all actually means.

Then they may say, okay, well how much for a landing page or okay do a landing page for me. And that's when you would say great I'd be happy to. I'll just get a price for you. That's not included in your services and is an additional fee.So make sure that if things aren't all set up properly and they still want to carry on anyway, you've protected yourself. It's all there in black and white. And therefore, if they decide that they do need to have that funnel, as you have advised them in the past that you charge accordingly for it.

So, that's a couple of things if they're not ready and if they're particularly wanting to get people off Facebook and be generating their leads. Now there are times where a potential client may not have website assets in place. But you can still run ads for them by running some engagement and video view campaigns directly on Facebook. It's what I share in my $10 a day client attraction code.
And that is where you are building up an audience, you're doing targeting, you're drawing in their potential ideal clients, and you're nurturing them. And you're creating a bit of a buzz around content pieces that you're then retargeting to that audience.

Now through that they can have people reaching out to them via messenger. They could be putting up the links that could be to their Facebook page for more information and various other things like that. So they can still be generating leads and sales by starting conversations with people who are engaging with them directly by a messenger.

I wouldn't have just Facebook as your one and only strategy. We want to ideally get people off Facebook over onto their CRM, over onto their email list, where they can communicate with them at any time so that if Facebook shuts down their page or shuts down their ad account, they can still contact them via email.

But, if they've already got that in place, then audience building on Facebook is a great way to combine with it. If they're building those assets, if they're getting them in place, you can start running ads for them by running those engagement campaigns and doing audience building. So then when the assets are ready, they've got that lead magnet or that webinar or whatever it is that they want to send people to.

You can be retargeting that audience and start directing them over to that lead magnet, opt in or their offer. The most essential thing that they're going to need beyond website assets and such is a product, offer or service that people want, and that people have already been buying. So they've been making organic sales just by being in Facebook groups or talking to people or via their networks, they need to have a product, offer or service that has been selling so that you have the best chances of being able to help them to promote it.

If they are just starting up, then that's a whole different kettle of fish where they need to really be investing in data to see if their product, offer or service is going to be selling. So if they do have something that has been selling initially already, then yes, you can support them with Facebook ads, either audience building, lead gen or if they don't have funnels in place, then they'll probably learn pretty quick that we'll need to get funnels in place, but you need to set those clear, honest expectations of where there may be limitations and issues because of this existing setup and make sure that's clear in writing.

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