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What are your responsibilities as an Ad Manager?

Are you responsible for getting leads for your clients, or are you responsible for the sales for your client's offer? Are you responsible for copy, creative, or videos? That's what we're diving into.

First off, it depends on what is in your service agreement. Especially when it comes to copy, creative and videos because a lot of Ad Managers are a bit unsure of this. We often default to providing copy, doing creative and possibly even videos. So that needs to be clear in your service agreement from the start.

I know Ad Managers that charge $4,000 a month or even more, and they don't provide copy and creative. That's the client's responsibility. Now, if you are charging that price point and your client is paying, chances are, they've got a team in place. They've got a copywriter, someone that does their copy work, images and videos. They have a team that you can tap into and use their copy and creative. Now that's especially useful when they want to make sure everything is on-brand.

Now that's at a higher price point. What if you're charging $1,000 or $2,000 a month to run ads for clients? Should you include copy or creative? My answer is it's entirely up to you. If you are confident with your copywriting skills or can provide excellent quality images, then yes, you can include that.

You may want to include it as an additional service. You can say this is my base rate for running Facebook ads. This does not include copy, creative and videos. If you would like that to be included, it's an extra $500 a month or whatever it may be to incorporate that in because that's going to take additional time.

If you talk to any Ad Manager that's been busy running ad campaigns who also has to write copy, they’ll tell you copy can take hours to write because you need to know the avatar. You need to go off and do research. You need to go off to say Amazon and look at book reviews to find ideas of what to put into copy and what their ideal client is saying. Copy can take a lot of time. It's not just a simple matter of being an Ads Manager, getting the inspiration and then putting something in.

That can be put on as an additional service. So when it comes to your responsibility to do copy and creative, make that clear in your service agreement. That way if your client says you were supposed to be providing copy, it's there in the service agreement that copy wasn't to be provided.

Service agreements are great to protect you and to provide clarity for the potential client as well. So they know exactly what they are and are not getting. When it comes to using copy and particularly creative, many clients will tend to use very professionally graphic designed stuff. I love to use very native images, and they tend to work very well in the newsfeed. They don't stand out as an ad, and they look very informal. People will see it, and they'll think it's somebody that they know. So they'll stop and have a look and start to read.

How to Run Facebook Ads for clients

So when it comes to using creative, I would be talking to the client, asking them to provide selfies, for example, very native things. Even just pulling things from their page or even their personal profile to be used in ads. So that's one of your responsibilities as an ad manager to know if copy and creative is your responsibility or if it's the responsibility of your clients.

Now we're talking about lead generation. If you're doing lead generation campaigns, is it your responsibility to be getting leads for your clients? Well, if it's a new and unvalidated funnel, then I would say that is not entirely your responsibility. Does your client even know that this is something that their audience wants?

If they have been offering it organically and they’ve been able to get people to opt-in, then that’s a good sign that it is something that people want. However, when it's organic and when it's to warm traffic, it's very different results than it is with Facebook ads.

So I would be saying that in the first 90 days, in particular, that is your data-gathering exercise.
That's where you’ll be talking with your client, identifying the first avatar you want to target, getting the messaging and the copy right. Depending on how much ad budget they have will depend on how quickly you're going to get the results to see if the ad's not working or the landing pages not working as the conversion rate might be down.

As Ad Managers, we are very results-driven. It is up to us to get results for our clients. However, your client needs to make sure that they have an offer, product or service that their people want. Without ads, that's where we're going to be saying, this is your offer, product or service. Let's see how we can package it up with some great messaging and copy. Here are the audiences that we've tested before. We've run campaigns with other clients, and we know these audiences convert. So we'll start here, see what the ad data tells us, and then keep testing and revising.

It's likely going to take a while. You're not going to hit it out of the park straight away if it's all brand new. You need to be working on various versions of copy and creative and testing different audiences. So that's where it's going to take a few months. It is your responsibility to be working with your client, to be dialing in that messaging, dialing in that copy for them based on what they know about their ideal client. How you can get that message and that offer out to the audiences on Facebook to get results, and then be interpreting the data to make informed decisions of what to test, try next and get that information back to your client.

When it comes to sales, for example, a live webinar where people are opting in, they're watching the webinar, go off to a sales page, and go through to book a call. So your job there is again to be driving quality traffic through, opting in for the webinar.

Now, if the webinar is not generating sales, then yes, that's where most likely the client will say, the audiences are crap, you're bringing me bad leads. Is that the case? Or is it that the webinar is not converting? That's a decision that's only going to be made when you get more data through.

Like I spoke about with the lead gen campaigns, if they're being promoted to warm audiences, that will convert very differently to cold audiences. There's going to have to be a complete shift of expectation on the client's behalf that you'll have to educate them on if they're not aware. Warm audiences, they already know you, like you, trust you to some extent, and they're likely to convert much easier than just going straight out to cold traffic who don't know you and are just opting in for the first time.

So if they have been offering this to warm audiences, and it has converted. Then that's a promising sign and a great place to start when it comes to cold traffic. But I mean, if it hasn't been converting to warm audiences, why would it convert to cold? Also, suppose they haven't even tried converting it to warm audiences. In that case, you are starting at square one, and you're going to need to advise them to expect about 90 days for this to start showing us any real results because it's a data-gathering exercise.

To start with dialing in what the offer and the messaging is. Then, seeing if the ads are converting, people are getting to click, come through and opt-in. Then it may be having to optimize the opt-in page, as well as the sales page. That can only be done when audiences start coming through, when you start getting the numbers all coming through, that you can get a good amount of data.

With all of that, you're going to have to get at least 100 people in to watch the webinar before you can decide on whether the webinars are even converting. Because if you get 100 people to the webinar, you may get about a 2% – 3% conversion rate. So if that's the case, 3% would be good. If they're just starting out, then 2% would be lucky to get, unless they really know their audience and it's dialed in.

For 100 people to come in and let's say 2% conversion rate. Then that's 2 people to purchase. Now, if your client is spending $20 a day, they get 4 people to opt-in for the webinar, $5 each (some niches are $10 or $15). Let's just say $5 for someone to opt-in is $20 a day, 4 people a day are opting in. Look at that math. To get 100 people in and watch the webinar, that's going to be 20 days to get to sales.

So again, setting expectations with clients about getting the data, getting results is such a valuable thing. A lot of people might just think I can do this funnel or spend $50, and I'll get a sale. It just doesn't always work that way. So your responsibilities initially, working with clients, are to work with them, to get their message, offer, product or service dialed in and out to their ideal client.

Look at the numbers that are coming through and optimize where possible. Communicate back to the client where you're identifying some bottlenecks and what actions are being taken to resolve and see how you can improve things. Get more people to click through and get more people to opt-in, whether that's with the ads. Communicating back to your client, the landing page doesn't seem to be converting so well.

Communication and getting the data through is the name of the game, and that's where you as an Ad Manager are starting off initially. So if it's all been validated and if everything's been proven that the funnel converts at 5%. It is your responsibility to keep working with that and find those audiences, continue to enhance with their messaging, and offer to get those ideal clients over and help them get results.

So I hope this has been interesting and informative. If you've got any questions, you can reach out at [email protected] or if you want to know more about becoming a six-figure in-demand Ad Manager, download the guide here admanagerguide.com.

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How to provide a stellar off-boarding experience

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

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

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

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

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

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

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

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

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

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

How to run facebook ads for clients

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

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

So getting that information altogether, ready to hand over, will do you a favor, and it will also leave your client feeling that they have been well looked after, right up to the end. Instead of you saying, okay, we're going to part ways and them feeling like they've been forgotten about.

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

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

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

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

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

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

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

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

If you want to know more about running ads for clients, head over and join my Facebook group, Ad Manager Adventures.

Or, if you want to know more about being a six-figure Ad Manager, download the quick start guide for being an in-demand Ad Manager.

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Are your clients Q4 ready?

So at the time of recording, Q4 is upon us. That crazy season with Facebook ads where it's super competitive but also super lucrative. So what do you need to do now to help ensure that your client has the right expectations for Q4 in 2021 and that you and your client are best prepared for a successful Q4? We're going to dig into four things today that will prepare you and your client for Q4.

The first one is communication
You are going to need to communicate with your clients and set expectations. As I mentioned, 2021 Q4 is going to be an extra crazy time.

Last year, coming out of pandemics and such, there were really high CPMs. We are seeing just as high if not higher CPMs this year. Because of all the iOS changes, Facebook losing data and us losing tracking. It has been a very interesting time for ad managers. So communicating that with your clients in case you haven't already,
which I'm sure you probably have.

We are helping them to set expectations, letting them know that this is a Q4 like never before. That we've got high CPMs happening now as we speak, we've got Facebook having lost a lot of tracking. We can’t see a lot of information coming through in ads manager, so we don't know what best to optimize for. It’s going to be very competitive. There are many big buyers out there who spend hundreds of thousands of dollars a day on Black Friday sales.

So making sure your clients are aware that it's a very different Q4 this year than any other year. Anticipate it to be a very competitive time in the Facebook algorithms. So expect high cost per clicks and high CPMs. It doesn't mean that you should run away and not do Facebook ads. Your audience is still going to be on Facebook. They are still going to be buying, but how can you make that more profitable?

So communicating with your clients, setting expectations, even if they've had a great Q3, or they had a great Q4 in 2020, or earlier. This one is likely going to be quite different, but assure them that you are on it and that you will be doing your best. You're going to be in there optimizing, making the changes as necessary as the data comes in to help them get the best results they can. By setting the correct expectations.

I know many Ad Managers who have clients with evergreen funnels or are doing a launch, and they've said, oh, but the launch back in July, the cost per lead was half the price. Yes. Things are very different from July to now. Things can be very different from one week to another week. So set those expectations up with the client, let them know that it's very different, very competitive. It's not a reason to stop Facebook ads, but you're going to be all over it and helping them just to have realistic expectations.

Number two is helping them to start building their audiences
That's going to be super valuable for them as we go into Q4 so that you can keep bringing audiences in top of funnel, doing some warm audience building and then nurturing and retargeting. If you don't have a retargeting sequence that's nurturing your audience (I'm not just talking about people who have opted in and here's a seven-day retargeting window to come back and buy). If you don't have a nurturing retargeting sequence, you're leaving money on the table that is super valuable to help set up your client with their ideal client. To build awareness of what they do and how they help people establish their authority in the marketplace and continue to build affinity with their ideal client so that when their ideal client is ready to purchase, they are the one that is front and center of mind.

That's where my Client Attraction Code training comes in. Here’s the link if you don't have it yet. Go over, grab it, and get that incorporated into your clients so they can use that to bring in existing audiences. People who have been engaging with them on Facebook or who are on their email list. Bring them all in and bring in top of funnel, cold traffic to start warming them up so that when they're making that offer in Q4, they have this beautiful, warm audience who knows exactly what they do and how they can help them. And then it's time for them to say, I want you to help me with whatever service they provide.

How to run facebook ads for clients

So warming up audiences now, with readiness, as we go through Q4. Super valuable, and they’re some of the cheapest campaigns that you'll be able to run. Big bang for your buck, with getting thousands of people every day into their funnel.

Number three is to start list-building
If they're not list-building now, start list building!
Get people onto their list so that when they send out emails for the sales, they've already got people on their list ready to buy. We don't want to have to spend on Facebook ads all the time. Start spending, getting them in now, but then you don't have to rely on your ads to make the sale in Q4 or whatever time it is. They can just send out an email list and make money straight away without worrying about my ads feeding out, or how much is my CBM? What is the cost per click? These people are on their list, and they can be tapped into. Send those emails out and make sales.

When it comes to building a list, it is super important that your client has email sequences that will nurture that audience. Don't just get them on a list; send them the automation of five, six or seven emails. Have weekly emails that are going out to them. That is going to be of great value. You're giving them more information and building up the relationship.

With those emails that they send out, it's always great to have at the bottom; if you have any questions, hit reply. This way, people will click reply, ask further questions, and help your deliverability along the way. So make sure your client, if they’re list building (which is a great idea) that they continue to nurture that audience with regular emails.

With that list building as well, that's where you can also get back in front of them with Facebook ads because only about 30% of the people will continue to open those emails. That means 70% of the contacts on their email list are not going to continue to open up their emails. So 50% or 40% may never even open an email considering you've paid for them to get on the list. What a waste.

So bringing that audience into the nurturing campaign, where they may not see the emails, but you can get the emails in front of them through retargeting. So this is super valuable as well. So that's getting your client to do list building, sending out nurture sequences, and bringing that audience into your retargeting stack and into that nurture sequence.

Number four is to consider building a new funnel just for Facebook ads if they haven't done that already
With all the issues of tracking that's going on, we're still not exactly sure what's coming in by organic means, what's coming in through Facebook ads. There's always going to be discrepancies.

One of the best ways to do it is to have a funnel dedicated to your Facebook and Instagram ads. That way, you have the best chance of identifying actual numbers. Sure someone may see the ad, and they may share a link with someone else. But it's still coming in via an ad they've seen. They’ve seen the link, maybe shared it. That’s going to be your best friend when it comes to tracking, especially here in Q4 this year.

If your client can, get them to start building that funnel now. Chances are, it will be a fairly simple process. It will be a duplication of the funnel. They may need to hook up some extra tags or campaigns or whatever it is, but that's going to do both of you a big favour as we go through Q4. They put this ad spend in, and then you'll be able to go into the back end of the funnel and see, we spent a hundred dollars today on the ads, and we see that we actually got 20 people opting in. Great. So that was $5 leads or whatever it may be there. So a new funnel just for Facebook ads would be your best friend and your client's best friend.

So how to go about all this, getting your client ready for Q4? Well, it would be great for you to book a strategy session. So whether that is part of their package, or you may want to choose to have that as an extra where you can say, let's get ready for your Q4. I've got some planning sessions available. Normally that would be like $1000 for 90 minutes, but because you're an existing client, I'm happy to do that for you for $800 or $750, whatever fits in with your pricing model.

If it's part of your agreement with your contracts and that's fine. You would reach out to them and say, let's book in your quarterly strategy session and plan out Q4. Start doing it now because your clients may initially think I'm not going to do anything for Q4. But then they'll be caught up in all the Q4 excitement, and they say to you like two weeks out, let's do a black Friday promo, and you're going, oh my gosh, I'm snowed under with doing this is for everybody else. Sure. I'll do it. And you're up all night loading campaigns. That's not what we want.

So let's talk to our clients, be proactive, get them booked in for strategy sessions. Talk to them about Q4 plans, set expectations, and look at building up their warm audiences, putting in those nurturing campaigns, doing list building and setting up a new funnel for them.

I hope you found this valuable. Take action so that you, as an ad manager, don't get caught out with your Q4 craziness. You set the expectations with your clients appropriately. You’ve had the opportunity to discuss with them so that everything is planned out so that it doesn't all come back to you at the 11th hour to be loading up campaigns suddenly.

If you would love to get more tips about running ads for clients and the nitty-gritty of Facebook ads, head over and join my free Facebook group, Ad Manager Adventures.

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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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Different Ad Strategies to Test in this Post iOS World

What different ad strategies can you be testing in this post iOS world?

With the Apple iOS rolled out and changes that are happening with pixel tracking and cookie tracking, and who knows what's going to be unfolding in the future, what are some ad strategies we can start incorporating that will actually keep people on Facebook so that we can continue to retarget them and suffer minimal tracking issues.

Well, there's a number of options. First of all, using Video View Campaigns. Now Video View Campaigns are typically designed to go out to people who are more likely to watch a video.
However, it's worthwhile testing an Ad that is in a Conversion Campaign in a Video View Campaign . What that means is, if you have a Conversion Campaign, with an Ad that is a video, it's got the headline, a link on there to say, learn more, people head over to the website to opt in. Then you can duplicate that ad into a Video View Campaign. So it's pulling in the Headline and Learn More and all the bits that you want for a Conversion Campaign. So you can test it in the Video View Campaign and testing how it performs.

Now heads up, you will see a really low click through rate in a Video View Campaign. In a conversion campaign we want our Click Through Rates to be around 1%. And that's what we need them to be, to have a nice affordable cost per click and keep our numbers all in order then for our cost per lead and such going over to a Video View Campaign. You're going to have a much lower CPM in your conversion campaign. It might be $20, $30, $40 or so but over in a Video View Campaign it could be as low as $10.

That's going to offset the lower Click Through Rate that you're going to have. So instead of a 1% click through rate in a Conversion Campaign, you might only have like a 0.3% click Through Rate in a Video View Campaign, so you're going to have much lower clicks. However, the cost per conversion may still come out the same, because if it was a $10 CPM versus a $30 CPM in your Conversion Campaign, then it's going to cost you a third of the cost of a click, but you're also getting a third of the number of clicks. So they may outweigh themselves there. So keep an eye on that.

You may still come out with $5 registrations for example, but at least then it's still working for you. You've got that lower CPM as well. So that's something for you to test.

How to run facebook ads for clients

Number two is Lead Forms. Now word of caution with Lead Forms, in the past they have been notorious for bringing in low quality leads because it's so easy for people to opt in. Chances are, they've also opted in with an email that they may no longer use. It's an email they set up with Facebook 10 years ago and they may not even check it that much these days. So that's a word of caution there as well, but it's certainly worth trying.

Now there are two different options when you create your Lead Forms, One is for more volume and one is for more quality. While selecting the option for higher quality one should get you a higher quality Lead, still test and see. When it comes to testing, have the client or yourself go in and check the CRM so that you can see if the people opting in are actually opening their emails? Because if they're opting in and they're not opening the emails, that's generally a sign that it's not such a good quality Lead. If they can't be bothered going to check your emails and opening them up. Yes, we can continue to get back in front of them with our retargeting.

People who have submitted the Lead Form, can be in your retargeting sequences. So that's great, but we also want them to show some interest and open up our emails. Check and see that you've got at least 30% of people opening your initial email. That should generally be as high as 60% or even 70% that initial email gets opened. So if it's way under that, then that's a danger sign, but it does decrease to about 30% pretty quickly, probably about by the fourth or fifth email. So just have an eye on those numbers as well to see if you've got some good quality leads coming in there, or perhaps not.

Another sleeping giant of the ad formats has been Instant Experiences. I've used these a bit over the years for various clients, for various reasons, we've created instant experiences that have had a webinar in them, and that people can watch the webinar right there and then click and go over and opt in or purchase or whatever it was. We've also done SLOs self-liquidating offers using instant experiences.

So instant experiences require a bit of setup. They're beautiful. If you don't know what they are, it's actually like a little landing page that fires straightaway. You create it there in Facebook and it's a beautiful, beautiful experience for your lead because it opens straight away and they can look fantastic. If you have troubles with websites, if you have clients who don't have ideal websites, then creating an instant experience could be a really good option for you.

So at least people can open it and they can get educated and become aware about what your client does, what service they offer. And with your instant experiences, you can have a number of them. So you can have page one and then they can click to learn more and they go onto page two so that you can actually build some higher intent audiences, the deeper they go into your instant experiences so that when someone gets to instant experience.

Number three, they've obviously shown a bit more intent. So you may have a retargeting ad that would be talking differently to that audience as you would to someone who's just landed on page one. Now with your instant experiences, they are actually connected to your Facebook page. So you have to go in where you can create them in ads manager, or you can go in and create them via your page, which is probably the more secure place to do them. So instant experiences are great. You can also integrate them with a lead form at this stage. You can't do any purchasing with them.

So like I said earlier for a client, we went through and they could just tap on it. And then they were on the webinar page and they got to watch the webinar and then they would tap. And that's where they would go over to your website after they've watched the webinar or from the webinar over to join now, or learn more or book a call, but you can have that directly in there as well.

So check out instant experiences, have a play with them. With those ones that you can test around a few different campaign objectives, but probably the best one to go with would be a conversion campaign and optimized for landing page views. Because you want them to open it up and fire. So do some playing around with those experiment with them, talk to your clients about them, say Hey, this format, it keeps people on Facebook allows us to track them even more. And we'd like to have a go testing with these, just have 10% of the ad budget that could be going towards testing these instant experience ads. I'm very excited about them going to be rolling out some more testing with those for ourselves and our clients in the near future and excited to see what the results show there.

So that's a couple of ways to be keeping people on Facebook, building your audience on Facebook and being able to re-target them with all the iOS changes, where we may be losing people and they're tracking by going off site. So with lead forms, with instant experiences and then also using our conversion campaigns, popping them over those ads from them, those video ads over into a video view campaign, and just seeing how they perform for you in that objective.

If you want to know more about becoming an elite ad manager and seeing how it's possible to make consistent 5k months, head over to eliteadmanager.com and learn all about our certification and how it can help you as an ad manager, providing a premium level of service to clients.

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How to make additional money as a Facebook ad manager

If you’re wondering how you can make additional money as a Facebook ad manager, other than just doing done-for-you services.

Keep reading!

Now knowing how to run Facebook ads for clients is a super, super valuable skill.
You are a Rainmaker for businesses and can help them turn things around and change people's lives, employ more staff and make a big difference in the economy.

So what can you do that’s not just limiting you to a limited number of done- for-you services? Your knowledge, your experience is so, so valuable. So how can you offer it to more people?

Let’s look at four ways that you can do that. Number one is obviously the done-for-you services. That's your premium services, and that's what you charge a significant rate for as you have experience and expertise.

If you're starting out, then you're not starting out at $2000 or $3,000 a month because you need to get some runs on the board. But ultimately you want to be charging $2000 or $3,000 per month or more running ads for clients. It's a premium service as you're taking a lot of pressure off them that they don't need to learn Facebook ads.

They leave it with you to handle. And as long as they've got that validated funnel, that proven offer, and they know who they're talking to, you can just work the ads. You take that all off their shoulders and that is immensely valuable. So we've got a done-for-you service which as you know we can only take a limited number of clients like that on board.

Another service you can provide is a coaching service and that can be completely scalable. You can have office hours of say two hours a week where people who have hired you for your coaching program, can come in and join you in these office hours. So if they've got any questions about their ads, if they've got bottlenecks, if they want your help, they can just tune into these office hours. You're there on zoom and they can all jump in and you answer their questions. They can learn so much from you and answering their questions directly, or if there's others on the call as well, then they can learn from those questions as well.

So coaching is an amazing opportunity for you because again, you have these skills, you have this expertise that so many business owners want to know, and they can't all afford your services, maybe the lower rate, or maybe even at the higher rate, but you can provide a scalable coaching program. The office hours make it very simple and very easy in that you have a day that for two hours you can just jump on a call.

How to run facebook ads for clients

You can also add on a VIP package to that coaching service with those office hours. So say you've got Wednesdays from 8:00 AM to 10:00 AM office hours. And people can just jump in then and answer their questions. You can also offer a VIP service that could be access to you via Voxer. For example, that Mondays to Fridays, if people have got questions, they can just send you a Voxer and you answer like just one a day. That's a big key here! You want to have those boundaries set. You don't want to be hit up in Voxer like 12 times a day and then you're spending so much time in there.

Look at the voxes once a day and therefore people will be very thorough with their thoughts and what questions they have for you. And instead of asking you a little question here, you answer it. And then this is the next one. Here's the next one. It'll help them with their thought process and ask you better questions. And so for that VIP on top of the office hours coaching, that can be extra $200 a month or $500 a month or so for that VIP level.

So coaching is another service you can provide as well as consulting. So if there are businesses who have someone on their team already, who is running their Facebook ads, but just needs support, you can offer a consulting service for them.

You can catch up with them once a week. They can have access again to your Voxer and such, and you can support them. Now, that's typically not as scalable as your coaching. Like we were saying office hours, you can get as many people in. They can all join. Consulting is still more one-on-one. However, again, that would be a premium price because it's a one-on-one service. Your time is your time. You can not scale that. So again, you can charge a very good price to be able to provide that service when you have the expertise.

And then finally we have our VIP days. So this is where we've talked about in other episodes where you can do an audit service, you can do a strategy session and you can do a setup service. So this takes that to the next level. So a strategy session might typically just be for about two hours, whereas a VIP day, it could be five hours or so. And that's where it's a combination of the strategy session, but then you also go deeper into other levels so that you may really help them to map out, here's all these offers.

And what's been selling the best. What have people been opting in for. Follow the money is what I like to tell people. What have people been buying and focus on that one first and then build everything else around it with your VIP day.

That would also go into looking at, and making sure that you've got your messaging and avatar dialed in and all the other pieces. Looking at the sales page, what's on the sales page and is that talking to the avatar. So the VIP days would be a very intensive day, which again, is a premium service that people would be paying you more for because they have you exclusively for the day.

So that's four ways that you can expand on your Facebook ad expertise,including that done-for-you services. You can do coaching, which is completely scalable. Have as many people in your coaching as you want. And then also offer a VIP element for that coaching service. Because as I like to tell people, there's always people who like to sit in the front of the plane.So there'll be people who will just get the coaching program. And then there will be others who will upgrade for that VIP service on top.

Then you've got your consulting, which you do one-on-one help with someone on their team. And we've got these strategy sessions that you can also do as well. So a number of ways that you can maximize your expertise and not just be doing the time for money exchange.Yes, some of them still have an element of that, but it's a way that you're not locked into the done-for-you services, which we know can take up a lot more hours than we initially planned. And especially as we're going through iOS or the changes that roll out there and all the changes that inevitably happen with Facebook ads, we're always on our toes a bit there.

If you want to know more about making consistent 5k months as a certified elite ad manager, head over to eliteadmanager.com and check out our training, that helps you to become a certified elite ad manager and puts you ahead of the rest when it comes to providing ads for clients.

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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.

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