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What are three things that you can offer for a VIP day as an ad manager?

I recently held a workshop for ad managers to talk about VIP days that ad managers can offer. VIP days are hot to try, and a lot of people are talking about them and how great they are. But unfortunately, a lot of Ad Managers don't know what to say.

In the workshop, I was amazed that when I asked the Ad Managers who are currently running ads, they all were. But when I asked who has offered VIP days, only one of them has. So a lot of the obstacles for people were, what do I even do on a VIP day? What can I do? So that's what we're going to talk about today and look at three things that you can offer clients to do a VIP day, or how I like to call it “Ad Concierge for a Day.”

Number one, you can set up the Client Attraction Code

This is my system of helping you to get your clients, to dominate the newsfeed, build and nurture their audience, and combine it with some lead generation campaigns or whatever it is that they want to run. This Client Attraction Code builds an audience for us, increases our awareness with that audience, builds affinity, and establishes your client as the authority in that space.

You can offer a Client Attraction Code build-out for them in a day. So you get on a call with them, get all the assets together and spend the day together. Not just building those assets, but chances are if they haven't run Facebook ads before they will need to get everything set up to start running Facebook ads. This can be so overwhelming for people that they will be using YouTube and trying to figure out things themselves but end up wanting to tear their hair out and wasting so much time. So this is where these “Ad Concierge for a Day” are so valuable because people can just get it done in a day and get up and running.

With the Client Attraction Code, you will want to be checking that they've got business manager set up, that they've got their ad accounts set up, and that they've got their page connected. Because that’s where people get caught out as well. They don't realize they need to connect the assets to a person. So assign the ad account asset to the person, assign the page to a person in the business manager, connect a pixel to the ad account, and install the pixel onto a website. So all that techie stuff that is overwhelming, which you know how to do because you live and breathe it every day, you can help them get all of that setup.

So that would be the first part of the day. Then come back after lunch, for example, and get into the rest of it, like audience and avatar. It's not just a matter of running Facebook ads for them and getting Facebook ads loaded. The success of your Facebook ads depends on how well they know their avatar and how specific the messaging in the ad copy is to that avatar with those pain points and the benefits that they're wanting. So spending time on your VIP day with them dialing all that in before you even go in and begin loading up some ads.

So with the Client Attraction Code, that's where you can be looking at resources like their emails. Bring those emails into their automations and the invisible funnel, as I call it in the Client Attraction Code. So that even if they've opted in for something, even if they're on their email list and not opening their emails, because they're ending up in spam. You can get them back out in front of their audience by putting them into their nurture sequence with the Client Attraction Code. So that's one thing, making sure they're all set up for ads, looking at their avatar and then building out the Client Attraction Code, which can be one “Ad Concierge for a Day.”

The second one is a set-up service

So they want to run some lead gen ads. They've got a funnel, it's all there, and it’s in place. They've gone off and done somebodies boot camp or whatever it may be to create their own course or start a funnel. They've done all that, but now they need traffic. So that is where you come in.

So an “Ad Concierge for a Day” where you can come in and again, make sure the business manager's all set up, the pages, the ad account, make sure the pixel is installed over on the site, putting the standard event code on the confirmation page. (Big mistake we always see is that the client will accidentally put the standard event code on the first page, and they go, “wow, I'm getting 50 cent leads.” And whenever I see that, I go, hang on, let's double-check things. So make sure that the pixel is correctly installed and put it so that it’s shown everywhere on the website. So installing it in the header code for the whole site would be great). Setting up the pixel on the funnel and so making sure all that tech stuff is done. Then again, coming back, looking at the avatar, looking at the messaging, dialing all of that in, crafting all that together and then actually loading the campaigns. So then you'll load up a couple of top of funnel, depending on what budget they have and then load up some top of funnel campaigns and some retargeting campaigns.

How to run facebook ads for clients

So that's option number two, a set-up service. So set-up is all complete. Pixels are all in place. Business manager's already to go – load up some initial ads and off they go. You tell your client you have a reporting spreadsheet that you will share with them and explain the metrics that you have to measure each day.

Then option number three is an audit and overhaul

If you've got a client or someone interested in the service, and they've maybe had an agency or someone else doing ads in the past before. They're not exactly sure if things are going so well or they've been doing them themselves, and the performance has dropped. So an audit and overhaul.

They will already have their business manager set up. So all of that will be in place, but are the aggregated events already set up and tracking correctly? So that's something that you would go in and check. So again, make sure that the fundamentals are all correctly set up. Have they submitted their business verification? No, ok, let's set that up. Have they set up two-factor authentication? No, let's get that in place so that we don't have anyone hacking into someone's account who's in your business manager and then loading up a thousand dollars a day of ads in your business manager. We don't want that. So getting all that in place, then again, doing another revisit of the avatar. You've probably noticed, I've said that for each one, and there's a reason why. We need to make sure we know who we're talking to in our ads so that we can get the best results because we've got brilliant messaging targeting that audience.

So revisit that avatar, dial in who you're talking to. It might've been a little while since your client has done this, looking at hooks that you can go out to this audience with. It may be something that they haven't tried before. So crafting all of that together. Before you get to your VIP day, I also recommend that you get your client to complete an intake form. You get that back, and then you can outsource and get some copy already done and written up before the VIP day. So you can review it together on the VIP tweak when necessary and then load those ones on. You'll have some top of funnel ad copy, some bottom of funnel, some fresh stuff that's going out. Obviously, you're also checking the funnel, making sure that the right pixels are installed, that the right aggregated events have been selected for the pixel etc, and then launch some ads.

So, where do you go from there? As you do your “Ad Concierge for a Day”, people are always going to have questions afterwards and what often happens for ad managers is that people will be sending you all these emails, asking questions. So as part of the “Ad Concierge for a Day”, you have a follow-up call booked with them for 30 minutes, seven days after. So they've got seven days, the ads are running. You get back together on a call, look at the data, and then decide what the next steps are, what they need to optimize, and what they need to fix.

From there, you can also then offer them this opportunity because they will see for themselves that they need ongoing support. So you can continue to provide them with ongoing support either with your done for you services or perhaps (as a lot of Ad Managers do) tap into the coaching side of things so that you can offer them support, either one-on-one or in a group. I've got a couple of great strategies that you can either do that by group coaching or VIP one-on-one sessions.

So that's what you can do as a VIP day. Three things you can set up, with the first one being the Client Attraction Code. Number two, do a set-up service for someone who's completely new. Or number three, you can do the audit and overhaul and watch some new campaigns for people who have been running ads previously.

So hope you found that valuable. If you've got any questions at all, just reach out at [email protected] and we'll be happy to answer them for you. If you want to know more about becoming an in-demand ad manager, head over and grab my guide at admanagerguide.com and discover the quick steps to becoming an ad manager.

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Who are the trickiest clients to run ads for?

You may be wondering who are the trickiest clients to run ads for? And no, I'm not talking about specific niches like CBD or things like that. I'm talking about actual clients who are the trickiest ones. Ones that I have seen over the years time and time again can be those clients who have run ads themselves.

They're the ones who likely have had some good success, and it's time for them to hand over because it's taking up too much of their time. They've got other areas of their business that they need to focus on. So it is a bit scary for them to now find an Ads Manager because they've been living in ads manager, pretty much themselves, spending their own money, learning, finding audiences, finding what works and have had success with it.

They’re now at a place where they can hire someone else to run their ads. But it's kind of like handing over a baby. This is their baby. This is their business. They know how important Facebook ads are for their business, but they just don't have the time or resources to keep working on it. So they need to find someone else.

So they go and talk to ad agencies. They talk to a few, and they really hope that when they find the one they're going to be able to scale them to the next level immediately. So that they'll just be able to pick up what they've done and run with it, and before they know it, they'll have four times the ROAS.

Now, this is Facebook, right? What happens and works well, one week is not necessarily going to work well the next week. Also, when you talk about scaling, costs go up; it's inevitable. It's what Facebook will call their breakdown affecting what they've been going through, getting this low hanging fruit etc. So you want to increase the ad spend, and things get more expensive.

So when an agency or a freelancer comes on board, and they try and do that, costs go up, and the client initially starts to freak out. And you know, they're a bit nervous because they were getting four dollar leads, and now your leads are costing them seven dollars. So that's stage one of freak out.

Now another thing is, how long have they been running their ads? How long have they been managing this themselves? Is it a matter of fatigue for the audiences? If they've been doing the same thing for maybe the last 18 months and may have even got to a point where things have gotten harder for them to get results. So again, that's where they want to come over to an agency because an agency will fix everything straight away. Or a freelancer will fix everything straight away and get everything working, and I won't have to worry about it anymore.

It could also be that maybe the audience is fatigued with the offer and the offer itself needs a bit of a rest. That can be another cause for things that have not gone so well and why they won’t. So that's why when you have a discovery call with a potential client, getting all this information will help set you up for success and set the correct expectations with your ideal clients.

How to run facebook ads for clients

So that if they do come on board and on your discovery call they say, “yes, I've been running these ads for 18 months. It's done really well in the last three months. But, unfortunately, things have just dropped.” Well, we all know Facebook ads this year have been crazy different, but yes, it could be a matter of, “yes, ok, well, you've been running this for a while. You've had a decent amount of ad spend on it. It's gone to a lot of audiences, and maybe this offer just needs to be rested for a little while, while we go out with something else out the front.”

It could be a different opt-in. It could be a different lead magnet or something, for example. It may be that the offer just needs a break. So make sure your client knows that. Setting that expectation up, that this could be another consideration for you as well. Then as you get them on board and you start running ads for them. You do your thing, you test various audiences, and you increase the budget. We all know that it takes a bit of time for the data to come through and especially with the delays in tracking the delayed attribution.

Put your hand up if you've ever turned off an ad set, and then come back to see that it's clocked a lead or sale. Yeah? I'm not the only one. Awesome. So that inevitably happens. So what tends to happen when your client has been doing their own ads is they are going to go into ad manager. They're going to be checking on things. They may even tweak things. They may think that you haven't got the right audience. They may want to put in some different copy and creative and just add it into an ad set that you've got running.

This is where service agreements come in and really save you. You have a service agreement that is strictly saying that they're not to go in there and be doing anything to your campaigns, then that's going to help to protect you as well. Because it's a bit of an awkward conversation, but one that you would need to have nonetheless if they are going in and making changes to the ads that you have loaded up and you've got running.

You need to set those boundaries and have a conversation with them going, “Hey, did you go in and did you do X, Y, Z?” “Oh yeah. Because X, Y, Z they say…” “Okay, great. Yep. I understand that. That's fine. However, moving forward, I really need you not to do that because we have our systems. What we see in multiple ad accounts, bringing in all our years of expertise, and what you have hired us for is to manage your ads. We'll take care of any optimizations, tweaks, or changes. If you've got any questions or concerns, feel free to pop them in our slack channel.” That's where I recommend you have a slack workspace for them to pop it in, and then you’ll review it the next day.“But, please just don't make any changes to the ad accounts because that's really going to have a big impact on the data that we're gathering so that we can optimize your ads to get the best results possible.”

So you would have to have that conversation with them if they are going in there and doing that, and that is something that quite often happens when you've got a client who has been doing the ads themselves. They'll go in tweak, optimize, turn things off. “Oh, it wasn't getting results. You spent X, Y, Z.” And it's like, “well, yeah, that's fine. That's because we're anticipating that it will cost a third of the cost of your product to generate a sale from this ad set. So we haven't reached that, or we haven't reached the minimum number of impressions that we'd like to see an ad get before we make these decisions.”

Good luck if you are working with someone who has run their ads before. It's not always like that. There will be clients who will be very thankful, and then there are the ones who will have a hard time letting their baby go, and they'll want to go in there and tweak and optimize things.

So one, with your service agreements, you have things in there that's clearly stating that clients are not to go in and change the ad accounts or the ads that you're working on or make any changes without prior discussions. Two, just setting up expectations of why things may be fatiguing or whatever the issue may be in the first place. And three, just always keeping that communication open with them. Talking about it, if they do make changes to things, that you're onto it very quickly and establishing those boundaries.

So that's it for today. If you want to know more about being an in-demand ad manager, head over and get my free guide at admanagerguide.com and discover the quick steps to being an in-demand ad manager.

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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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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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Do you see yourself as a leader when working with your Ad Management clients?

When it comes to working with your client, do you see yourself as a leader? You should! Your clients want to know that you have things under control and that when things go south, as they do in Facebook land, you have everything under control. They are confident in you, in your abilities, and know that they are in great hands with you running their ads.

Even if things may not be performing as they have previously, especially with all these iOS changes, we've been going through a bit of a rough spot at the moment. Many ad managers have, but there's still a lot of campaigns that are getting great results and are profitable. So we’re giving shout outs and encouragement to all our Elite Ad Managers and Inner Circle Ad Managers who are still crushing it, even in these crazy times.

It is still possible to get results. However, a lot of us go through a rocky season, and even if it's not iOS, things can still be rocky. It's when things are rocky that you really shine. When things are easy, when everything's profitable, the cost per lead is nice and low, the cost per acquisition is going nicely, and you're hitting all the KPI’s. Sweet! Everybody's happy. You probably don't even need to talk to your client very often because everything's working, they're happy. But I hundred percent recommend that you always still regularly speak to your clients.

Keep that relationship building up when things are going good so that you've got that relationship you've been building on when things have a bit of a downward turn. Now, when things take a bit of a downward turn, it's how you act in those times that will speak volumes to your client. If things aren't performing as well, if those tried and tested audiences just aren't converting anymore, or the ads which have been proven aren't converting anymore. Where are you going to go? What are you going to look at? Who were you going to point the finger at? That's not what a leader is going to do, right?

This is where you're going to shine by looking at the data and reporting back to your client about what's going on. Explaining here are the bottlenecks and owning it that if the ads are not converting, you are talking to your client about that. You can say, look, we've got these proven audiences that have worked in the past. We've got these proven ads that have worked in the past. We're doing all the same things. However, we're just not getting the same results.

Now, what do you do then? You could just be scratching your head or you could just throw it off in the air. You could just be throwing it back to them, but this is where you should explain this is what I would recommend that we do. You have other strategies that, through all your expertise, you can say why we're doing all these things. We're also going to be testing and rolling out X,Y,Z, providing them with other options, assuring them that we are still on top of it while all this is going on, which appears to be out of our control.

You're going to be implementing some other proven strategies, best tactics to move forward, to keep going with this. So rather than pointing the finger to say they need to do this, it's their problem. Look at the data, acknowledge what the data is telling you, make those decisions, communicate with your client what's going on, and communicate the strategies you are taking to overcome this or work through it.

That's going to show your leadership and instill confidence, rather than just pointing the finger, blaming other people, throwing people under the bus, which you know, we're not a fan of here, and just making excuses. So shine as a leader when in the good times, as well as when things get rough.

Now, quite often, your client might have a business coach who may come to them with these other ideas and strategies. For example, if ads aren't going well, your client might talk to their coach and say, oh, we're getting $10 cost per leads. The clients business coach may say they should do some lead formats, do this, or do that. All these other things, which chances are, they have not looked at the data. They're just saying things that they've heard, other people say most likely, but they may not be applicable and relevant to your client.

That's where you need to stand up, show your leadership, and talk to your client. I know this can be very difficult, and they could be putting a high priority on their business coach and their advice. That's fine, and that's going to happen. They're paying for them. So chances are, they will trust them, but they're also paying you. And therefore, they need to trust you as well.

How to run facebook ads for clients

So when they do come back with some of this advice that you have tested before, tried it recently, and it hasn't worked. It could also be, for example, if they were to say, you need to do some lead generation ads, then you could say, well, we have done that previously and this is what we have typically found with lead formats. But if you would like us to test it, we can allocate some of the budget to this. I really do feel that this strategy X, Y, Z is the best way to go considering what we've seen from our peers and other ad accounts.

Communication is vital for you to help establish your relationship, maintain a great relationship with your client, and show them your leadership abilities in running their Facebook ads. That allows you to earn the respect of your clients.

So often, I talk to ad managers who will have a client who just doesn't seem to listen to what they're talking to. These Ad Managers who have experience, they’re in ads manager every day, working with multiple clients, they're seeing and knowing what's going on, but their client will say, well, this is what I want to do. This is what I want my Ad Manager to do. At the end of the day, it is their money. All you can do is say, look, this is what I would recommend with this situation, and from my experience, what we're seeing in other ad accounts, and what's going on with the platform at the moment, I think this is our best decision here. We can test what you're suggesting over here and see if that works. I'm a hundred percent happy to test that, but the stages are what we're looking at doing. Your client may come back and go, no, no, I don't want to do that. I want to do this. Then you would just say, okay, fine. I do think that this is the preferred strategy, but we'll try this. How about we give this a go for a week, get the data through, see what that tells us. Yes? So that you've said, this is where we should be, but we'll try this.

It's about taking your ego out of it. I know it can hurt, right? If your client comes back and says, this is what I want to do, and they just don't listen to you, that can hurt your ego. But remember, we're there to serve. We want to help our clients get the best results. So if that may mean trying their strategy fine, we can try that unless it's something that really doesn't work.

For example, if they say, let's just do a traffic campaign. They want conversions, people to opt-in for their webinar and then purchase. Typically, I don't see that working, so I wouldn't be terribly supportive of that one.

So unless it's something that's really not a good idea or if they provide you with ad copy that is bad news and you are very likely to get your ad account shut down if you were to use this. So I’d caution them strongly, but otherwise, chances are, you could test what they've suggested if it works great. If it doesn't, then we're back to square one, and they go, ok, you do your thing then.

If this is a persistent thing for you, where you keep getting overridden by your client, they're not listening to you, and things just keep on not working. Then I would suggest that you probably part ways with your client; after repeated attempts and not listening to you, continuing and insisting, they do it their way and working against you. That's not a good fit. You want to work with clients who are a great fit with you, who you get on with, who listen to and respect you.

So I would very amicably suggest that I've done everything that we can here and I just don't think this is working out for us. I could introduce them to a couple of other Ad Managers if you know any that you want to introduce them to. If not, just give your 30 days notice per our contract, we'll finish up, we'll still run your ads as we have been, nothing's going to change there. We're going to do our absolute best to get things in order and ready for your next ad person because life's too short to be working with these clients that are not bringing you joy. And it's actually a mindset of scarcity that still holds onto these less than ideal clients.

So bless and release, and then you will make way for your ideal clients to come along. But through all of it, establish your leadership, help your clients be confident in your decisions, running their ads and continuing to serve them.

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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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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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