How to Run Ads for Your New Client A Step-By-Step Process Who am I and why should you listen to me? ● My name’s Mark William @immarkwilliam on Twitter. ● I’ve helped over 100 businesses through consulting, coaching, and done-for-you services. ● I’ve generated over $35 million for my done-for-you clients through FB Ads. ● I have a 12-man team as of writing this. ● I’ve been running FB ads for almost half a decade. What we’ll talk about: ● Foundations ● Reporting ● Onboarding ● Testing ● Research ● Optimizing ● Strategy ● Scaling ● Launch Foundations Foundations ● Before we talk about everything else, I want you to know why having the right mindset when running ads is very important in this industry. Foundations ● Next, you need to learn the basics. For example: ○ Setting up your business manager and ad account ○ Creating audiences ○ Creating your ads ○ Launching campaigns ○ Etc. Foundations You can learn all of that here: https://docs.google.com/spreadsheets/d/1k_fauocXLDECRpGNBOyoAVLkciYorJm-PjEAD7Pm53U/edit#gid=0 Note: You’ll have access to this Presentation. More resources will be given later. So make sure to go over this! Onboarding Onboarding There are 5 main things you must do when onboarding your client: 1. Send your client a welcome email and Introduce him/her to your team 2. Send them your Launch Questionnaire 3. Ask for their creative assets 4. Ask for access 5. Audit their ad account Onboarding 1. Send your client a welcome email and Introduce him/her to your team and what’s about to happen next. Onboarding 2. Send them your Launch Questionnaire. Few things you have to ask inside: ○ Data on their market/persona/customers ○ Data on their offer ○ Historical data of performance ○ Business metrics ○ Brand direction ○ Etc. Onboarding 3. Ask for their creative assets. It can be a simple sheet that asks for ○ Date ○ File (make sure you have a naming convention so it’s organized) ○ Description (what’s inside the file) ○ Link to the assets/folder Onboarding 4. Ask for access to: ○ Their ad account ○ Business Manager ○ FB/IG page ○ Pixel ○ Google Analytics ○ Shopify Analytics Onboarding 5. Audit their ad account ○ Look for the best-performing and worst-performing ads (understand why they performed well) ○ Check their current account structure/setup ○ Look for ways you can improve performance ○ Checking their pixel if: ■ Domain is verified ■ Server-side tracking is set up ■ All the option under Auto Advanced Matching is turned on ■ 8 events have been configured under Aggregated Events Measurements Onboarding Links to resources: ● Check the pixel in Events Manager if: ○ Domain is verified https://developers.facebook.com/docs/sharing/domain-verification ○ Server-side tracking is set up ■ https://www.foxwelldigital.com/blog/2020/10/7/facebooks-conversions-api-capi-and-how-to-impl ement-it-with-your-shopify-site ■ https://www.facebook.com/business/help/433493041367251 ■ https://www.facebook.com/business/help/232481544843294 ■ https://developers.facebook.com/docs/marketing-api/conversions-api/ Onboarding Links to resources: ● Check the pixel in Events Manager if: ○ All the option under Auto Advanced Matching is turned on https://www.facebook.com/business/help/1993001664341800 ○ 8 events have been configured under Aggregated Events Measurements https://www.facebook.com/business/help/422408905612648_0 Onboarding Links to resources: ● Getting access to their ad account, BM, GA, Shopify Analytics, etc. ○ Two ways to get access to their FB assets: ■ https://www.facebook.com/business/help/1717412048538897 ■ https://www.facebook.com/business/help/408759743051505 ○ How to add you as a staff on their Shopify store: ■ https://help.shopify.com/en/manual/your-account/staff-accounts/create-staff-accounts ○ How to grant Google Analytics access: ■ https://support.google.com/analytics/answer/1009702?hl=en#Add&zippy=%2Cin-this-article Research Research After you onboard your client, you start working right away. This is the most crucial step your need to take. Never skip this. ● Here are the things you need to know about: ○ Offer ○ Market ○ Competitors ● Then based on your research, create buyer personas/avatars. ● Then based on your avatars and the your findings in your research, create your initial ads. Research ● Market Research Guide: ○ https://docs.google.com/document/d/1_6SUPfXX_A_CQsaTp1Q7XWsWkhH7mmy1uQ0qaThUMHY/edit #heading=h.6sn9g2lklgrp Strategy Strategy Every account is different. What worked for your other accounts might not work for your new client’s account. That’s the reason why you have to audit and do your research before creating the strategy. So how do you create your strategy? Strategy Create an initial strategy based on everything you’ve learned so far. It doesn’t have to be perfect right off the bat. Adjust along the way. 4 main things you need to strategize for. Let’s talk about each: ● Testing ● Consolidation ● Retargeting Have the Kick Off call. Talk about things you don’t fully understand about their brand, and everything else you need to know + the initial strategy. Again, communication is very important. Launch Launch When you’re done with your strategy, and you talked about it with your client, then it’s time for you to launch your campaigns. And simultaneously, start writing copy and making creatives based on the audit your made, your research, and the current performance. Then Test. Launch Strategy Example For most of my clients, we’re not starting off from scratch. We usually have 1-2 ads that are performing well. So let’s assume we have that for this example. The first thing I’m going to do is set up an audience testing campaign. Inside that campaign are audiences (check image). Launch Strategy Example The next thing I’m going to do is set up a creative/ad testing campaign. Inside that campaign are the ads I’m going to test based on a few things: - Research - Ad account audit - Initial performance of the ads you ran You can create new ads or you can create variations of the current best performing ads (diff hooks, thumbnails, headline, etc.) Launch Strategy Example Then I’ll go from there when I have enough data already. (Make sure you make this clear to your client.) Because there are a few possibilities here. - Your campaigns do well right off the bat - Your campaigns don’t do well - Performance is stagnant - Your client wants some change - You need more data to make decisions - Etc. Reporting Reporting This step is one of the most important parts of service fulfillment. Your client wants to know what’s going on with their ads. You can set up a slide like and this. There are 3 things you need to talk about in every report: - What you did since the last report - What you’re seeing - What you’re planning to do next Test, Optimize, Scale Test, Optimize, Scale Testing: There are a lot of things you can test: ● Variations out of the best performing ads you have. ● Restructuring the ad account (the more simplified it is, the better.) ● Persona-based ads / targeting Optimizing: ● Efficiency ● Simplicity Test, Optimize, Scale ● Validating: ○ Before scaling, you want your ads to undergo one more test to see if they didn't just get lucky and to see if they can consistently give you great results in the long-term. Test, Optimize, Scale ● Scaling: ○ ○ There are a lot of methods to scale. ■ Scaling Broad ■ Vertical Scaling ■ Scaling With Bids ■ Segmented Scaling ■ Scaling with Dynamic Creatives Will all of these methods work for you? No, that’s why there are different methods/options for scaling. Test, Optimize, Scale ● Notes on scaling ○ Scaling involves risk even though you have proven audiences, creatives, funnels, and offers. ○ Scaling isn't just about scaling budgets, it's also about scaling efficiency of your campaigns. What Next? ● You want to do a really good job for your client in the first month so they’ll stick with you longer. ● Ask for a testimonial. ● Make more money. The End. Thank you!
