The Facebook Ad Agency

Workshop
Today I’m going to tell you everything that I
know to make you an agency owner in less
than a month
By the end of this session, if you do everything that I
told you to do,

You will become an agency owner/ you will work with

clients and get paid.
By the end of this session I will give two people a
scholarship for the upcoming program of mine CC or SMMA
your choice.
Is that what you came here for?
Let’s get into it
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Getting Good at
Fb Ads
 Mastering Facebook Ads
Introduction to Facebook Ads

In today's digital age, social media marketing isn't just a luxury; it's a
necessity. Among the giants of social media, Facebook stands tall with
billions of active users worldwide.

This vast audience makes Facebook Ads an invaluable tool for businesses
seeking to reach new customers and engage their current ones.
Why Facebook Ads?

1. Unparalleled Reach 6. Interactive Capabilities

2. Precise Targeting 7. Re-marketing Potential
3. Cost-Effective 8. Integration with E-commerce
Platforms
4. Multiple Ad Formats
9. Community Building
5. Robust Analytics
10. Mobile-First Approach
Introduction

Facebook's Business Manager is a comprehensive tool that centralizes all

your Facebook marketing activities, providing a unified platform for your ad
accounts, pages, audiences, and team members.

Before delving into Facebook advertising, setting up a Business Manager is

crucial to streamline operations, ensure security, and maintain organization.
1. Starting with Business Manager

Why Use Business Manager?

A. Unified Workspace
B. Multi-Page & Ad Account Management
C. Secure Collaboration
D. Consolidated Reporting
E. Integrate Third-Party Tools
Setting Up Your Business Manager Account

A. Preparation: Gather necessary information and resources.

B. Step-by-Step Setup: Follow guided instructions to create the account.

C. Initial Configuration: Customize settings and preferences for your

business.
2. Navigating The Business Manager's Home Dashboard

Your Business Manager's home is the main dashboard where you'll see:
• An overview of your most recent ad performance.
• Notifications and alerts related to account activity.
• Quick links to frequently accessed assets.
3. Setting Up Your Ad Account

Why an Ad Account?

Separate entity within Business Manager where all your ads are created,
run, and billed.
Steps to Create an Ad Account

1. Inside Business Manager, navigate to the `Business Settings`.

2. Under `Accounts`, select `Ad Accounts` and click `+ Add`.

3. Choose `Create a New Ad Account` and fill out the required details.

4. Assign people to the Ad Account with specific roles (e.g., Ad Account

Admin, Ad Account Advertiser).
4. Linking Facebook Pages and Instagram Accounts

Linking Your Facebook Page

1. In `Business Settings`, go to `Accounts` > `Pages`.

2. Click `+ Add` and choose whether to add an existing page, request

access to another page, or create a new one.
Connecting Your Instagram Account

1. In `Business Settings`, navigate to `Instagram Accounts`.

2. Click on `+ Add` and log in with your Instagram credentials.

3. Assign people or partners if needed.

5. Assigning Team Members & Setting Permissions

The Importance of Role-Based Access

• Ensures security and control by giving specific permissions based on

roles, such as page admin, ad account analyst, and more.

• Streamlines work processes and accountability.

How to Assign Roles

1. In `Business Settings`, choose `Ad Accounts` or `Pages`.

2. Select the specific Ad Account or Page.

3. Under `Assign People`, select the team member and assign a role.
Conclusion

Setting up the Business Manager and Ad Account is foundational to your

Facebook advertising journey. While it may seem administrative, it's a
crucial step ensuring organization, scalability, and security. As you become
more familiar, you'll find the Business Manager a central hub streamlining
all your Facebook marketing endeavors.
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Dashboard Overview

1. Campaigns Tab
2. Ad Sets Tab
3. Ads Tab
4. Tools & Settings
5. Search & Filter Options
6. Notifications & Alerts
Define Your Objective

1. The Importance of a Clear Objective

2. Common Advertising Objectives
3. Setting SMART Objectives
4. Adjusting Objectives
Audience Targeting & Budgeting

1. The Power of Facebook’s Audience Targeting

A. Why Targeting Matters

B. Facebook’s Rich Data Repository
C. The Edge Over Traditional Advertising
2. Core Audiences: Basics of Demographics, Interests, and Behaviors

A. Defining Your Ideal Customer Profile (ICP)

B. Demographic Targeting
C. Interest-based Targeting
D. Behavior Targeting
E. Relevance & Resonance
3. Custom and Lookalike Audiences

A. Custom Audiences

• What Are Custom Audiences?

• Creating Custom Audiences from Website Traffic
• Custom Audiences from Customer Lists
• Engagement-based Audiences
B. Lookalike Audiences

• What Are Lookalike Audiences?

• Creating Your Lookalike
• Optimizing for Best Results
• Applications and Best Practices
C. The Power of Retargeting

• What is Retargeting?
• The Psychological Advantage of Familiarity
• Sequential Retargeting: Guiding the Customer Journey
• Key Considerations for Effective Retargeting
Visual Brilliance

1. Why Visuals Matter

2. The Fundamentals of Visual Quality
3. Telling a Story Through Imagery
4. Videos: The Power of Motion
5. A/B Testing for Visual Content
Crafting Captivating Ad Copy

1. Understand the Purpose of Your Ad Copy

2. Speak to Your Audience
3. Keep It Clear and Concise
4. Include a Clear Call to Action (CTA)
5. Use Social Proof
6. Test and Iterate
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
What are the levels of facebook advertising restrictions
• Policy violation warning
• Ad disapproval
• Ad account restriction

Consequences
• Ads paused, not delivering
• Ask you to request review
Restriction
• Business manager restriction

Consequences
• Can’t create ad accounts
• Can’t mange assets
• Ads paused
Restriction
• Page restriction

Consequences
• Can’t use that page for advertising
Restriction
• User account restrictions

Consequences
• Can’t run ads
• Can’t create business account, ad account
What triggers restriction
Click Here

What are the necessary steps after restriction

Click Here
 What to avoid • If one ad account is affected by
the business, don’t try to create
one.
• Don’t have consecutive rejects.

• When adding payment methods,

• Before using a new account, post
add some location.
some pictures on it.

• When submitting a request make

• Confirm identity by going to your
sure to write down everything.
profile settings.

• If you have a billing problem don’t

• The older the account the better.
try to run ads on it before fixing it.

• Before creating an ad account on

• Always check the status of the
a business portfolio, confirm the
accounts before running ads.
email.
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Accessing Payment Methods

Why Payment is an issue in Ethiopia

1. Financial System Infrastructure

2. Partnerships with Mastercard and Visa

What kind of payment methods are supported by Facebook

• Credit cards

• Debit cards - by master card or visa

• PayPal
Available options from Ethiopia include

• Receiving support from relatives abroad.

• If you have a source of income in dollars, you can open a new dollar
account.
• Obtaining a Mastercard independently.
How to get your digital card

• Digital card providers

• My suggestions: Wise, Pyypl, Payoneer, Redotpay, Bit.store
Important considerations

• A passport is essential.
• Phone number – preferably one from abroad (e.g., for PayPal).
• Email without an associated phone number.
• Billing address – preferably one from outside the country.
• Check Trustpilot before subscribing.
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Getting Clients
Content Marketing: Leveraging Social Platforms

Facebook

• Create a business page for your agency.

• Share blog posts, videos, and Infographics.
• Run targeted Facebook ads to promote your content.
• Engage with your audience through comments and messages.
Instagram

• Share visually appealing content, such as photos and short videos.

• Use relevant hashtags to increase visibility.
• Run Instagram ads to target specific demographics.
LinkedIn

• Share industry articles and thought leadership pieces.

• Join relevant groups and participate in discussions.
• Connect with potential clients and partners.
Content Creation Strategy

Develop a content calendar to plan and schedule your content. Consider

the following content formats:

• Blog posts: Share insights, tips, and best practices related to Facebook
advertising.
• Videos: Create engaging video content to demonstrate your expertise.

• Infographics: Visualize complex data or information in a visually

appealing way.

• Social media posts: Share short, engaging content regularly.

 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Defining Your Personal Brand

• Identify your unique value proposition: What sets you apart from other
Facebook advertising experts?

• Define your target audience: Who are you trying to reach with your brand?

• Develop your brand personality: What are the core values and characteristics
that define you?
Building Your Online Presence

• Create a professional website: Showcase your expertise and services.

• Optimize your LinkedIn profile: Highlight your experience and skills.

• Leverage social media: Share valuable content and engage with your
audience.
Content Creation

• Blog posts: Share insights, tips, and case studies related to Facebook
advertising.

• Videos: Create engaging video content, such as tutorials or webinars.

• Podcasts: Host a podcast to interview industry experts or discuss relevant

topics.

• Speaking engagements: Build your authority by speaking at industry.

 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Highly Targeted Outreach

What are the sources to find potential leads

• LinkedIn and Professional Networking Platforms
• Company Websites
• Trade Shows and Conferences
• Social Media Platforms
• Customer Referrals and Recommendations
Cold Calling
Benefits of Cold Calling for Lead Generation

Personalized Engagement

• Cold calling offers a unique advantage in lead generation through its

ability to provide personalized engagement.

• Unlike digital outreach methods, it allows for direct, one-on-one

interactions, injecting a human touch into the communication process.

• By engaging prospects in real-time conversations, you have the

opportunity to tailor your message to individual needs and preferences.
Crafting the Perfect Cold Calling
Script
6. Call-to-Action (CTA)
1. Research Your Prospect

2. Start with a Personalized Greeting 7. Keep it Concise

3. Introduction with Relevance 8. Personalization Throughout

4. Establish Credibility 9. Use a Conversational Tone

5. Clearly Articulate Value 10. Address Potential Objections

Crafting the Perfect Cold Calling
Script

1. Confidence 6. Establishing trust

2. Empathy 7. Maintaining a positive mindset
3. Active listening 8. Handling rejection
4. Establish Credibility 9. Adapting to personality styles
5. Addressing objections
Cold messages sample

Subject: Enhancing [Prospect's Company] Marketing Strategy

Hi [Prospect's Name],
I hope you’re doing fantastic today. My name is [Your Name], and I recently came across [Prospect's Company]
and was impressed by your team's innovative approach to [mention something specific, e.g., recent product
launch].
As someone with [mention your experience or expertise], I understand the challenges of [specific industry
challenges]. I believe I can contribute to optimizing [Prospect's Company] marketing strategy by [briefly state how
you can provide value].
I'd love to discuss this further with you. Are you available for a quick call next week? Feel free to choose a time
that suits you using [scheduling tool link].
Looking forward to the opportunity!

Best regards,
[Your Full Name]
Cold Message
Crafting the Perfect Cold Message
Script

1. Research Your Prospect 6. Call-to-Action (CTA)

2. Start with a Personalized Greeting 7. Keep it Concise

3. Introduction with Relevance 8. Personalization Throughout

4. Establish Credibility 9. Use a Conversational Tone

5. Clearly Articulate Value 10. Address Potential Objections

Cold messages sample

Subject: Enhancing [Prospect's Company] Marketing Strategy

Hi [Prospect's Name],
I hope you’re doing fantastic today. My name is [Your Name], and I recently came across [Prospect's Company]
and was impressed by your team's innovative approach to [mention something specific, e.g., recent product
launch].
As someone with [mention your experience or expertise], I understand the challenges of [specific industry
challenges]. I believe I can contribute to optimizing [Prospect's Company] marketing strategy by [briefly state how
you can provide value].
I'd love to discuss this further with you. Are you available for a quick call next week? Feel free to choose a time
that suits you using [scheduling tool link].
Looking forward to the opportunity!

Best regards,
[Your Full Name]
Choosing the right platform to outreach decision maker

• Evaluate the Decision Maker's Activity

• Consider Professionalism
• LinkedIn for Formal Business Outreach
• Email for Formal Proposals
• Use Multiple Platforms
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Budget-Related Objections

We don't have the budget.

• This is where you show them the value, they don’t have the budget but
still spend thousands of birr for food everyday.

Your quote is too expensive

• This is where you talk about value-based pricing and ROI.
Service-Related Objections

We will do this by our in-house team.

• This is where you show them how you can make their life easier

We've already worked with an agency and are satisfied.

• If you have a unique proposition, you tell them here; if you don’t have any
appreciation and leave
We've already worked with an agency and are disappointed.
• Before selling, ask them what experience they hate
• Position your agency as a solution and try to build trust

Where is your office?

• Direct and Honest - Tell them why you chose to work online
• Efficiency, flexibility, Affordability
How can I trust you?

• This is where you educate them

• Be transparent about pricing and contracts
• Provide case studies and successful campaigns to demonstrate your
abilities.
• Avoid misleading information, and provide accurate and truthful data.
• Offer guarantees
• Manage expectations
Do you have receipts?

• If it’s a big company with the potential to work together for a

longer period, look for a friend who could give you receipts
• If not be honest and say that you don’t have it.
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Getting Paid
Pricing Models

1. Monthly Retainer: A fixed fee paid regularly for ongoing services.

2. Percentage of Ad Spend: A commission based on the amount spent on

advertising.

3. Flat Fee per Campaign: A fixed price for each advertising campaign.

4. Performance-Based Fee: Payment tied to specific campaign results or

goals.
Choosing the Right Payment Structure

• Client Preferences

• Market Trend
 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
A sample on boarding process
1. Client Intake
Gather essential client information:

• Business goals

• Target audience

• Budget and

• Previous ad experience.
2. Account Setup
• Establish access to the client's Facebook Business Manager.

• Create necessary ad accounts and ad sets.

3. Launch Ad
• Develop a campaign structure based on client goals and target audience.

• Create ad creatives and copy aligned with brand identity.

• Set up A/B testing for optimization.

4. Client Communication
• Establish regular communication channels - Telegram, Email

• Provide clear and actionable insights.

 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Multiple ways to access their business page
1. Business Manager:
• Client creates a Business Manager: This is a central hub for managing
multiple Facebook Pages and ad accounts.
• Agency requests access: You request access to the client's Business
Manager with specific permissions.
• Client grants access: Once approved, you can manage the client's
Facebook page from within your Business Manager.
2. Direct Page Access:
• You become friends on Facebook with the client's account that has full
control of the page or follow that account.

• The client will accept your request.

• The client gives access to your account from the page access setting.
3. Direct Account Access:
• Less recommended: While possible, providing direct login credentials to
the client's Facebook page is less secure.

• Only consider this option: If the client insists and you have no choice.
 Simple Reporting Methods for Clients

Why Regular Reporting is Important

• Regular reporting is crucial for maintaining client satisfaction

and demonstrating the value of your services.
Regular reporting:

• Demonstrates transparency: Shows clients you're actively managing

their campaigns.
• Builds trust: Regular communication fosters a strong client relationship.
• Provides insights: Offers valuable information for decision-making.
• Measures performance: Tracks campaign progress and identifies areas
for improvement.
How Often to Report
• The frequency of reporting depends on the client's needs and the
campaign's complexity.
However, a general guideline is:
• Weekly reports: For most clients provide regular updates and insights.

• Bi-weekly or monthly reports: For longer-term campaigns or clients with

less frequent reporting needs.

• Ad-hoc reports: For specific requests or when significant changes occur.

Report Structure:
• Executive Summary: Brief overview of campaign performance.
• Key Metrics: Highlight the most important metrics.
1. Reach: Number of people who saw your ads.
2. Impressions: Total times your ads were displayed.
3. Clicks: Number of clicks on your ads.
4. Click-Through Rate (CTR): Percentage of people who clicked on your
ad after seeing it.
 5. Cost Per Click (CPC): Average amount paid per click.

6. Conversions: Number of desired actions taken (e.g., purchases,

leads).

7. Conversion Rate: Percentage of people who completed a desired

action.

8. Return on Ad Spend (ROAS): Measure the efficiency of your ad

spend.
• Visualizations: Charts and graphs to illustrate data.

• Analysis: Explain trends and insights.

• Recommendations: Suggest next steps for optimization.

 Outline
1. Getting Good at FB Ads 3. Getting Paid
• Mastering Facebook Ads • Pricing Your Service
• Crafting the Perfect Ad • On-boarding Process
• Dealing with Facebook Restrictions • Delivering the Service
• Accessing Payment Methods • Common Problems

2. Getting Clients 4. Final Message

• Content Marketing
• Personal Branding
• Cold Calling & Cold Message
• Common Objection From Potential Clients
Problem one

Access Problem:
• You could face some challenges getting access from the client
notification may not appear, and your account may not be visible from the
page access.
• Insufficient permissions: Granted permissions might not allow full
access to required features (e.g., ad creation, data insights).
• Account visibility issues: Your agency account may not be visible to the
client within the page access settings.
Solution:
• Multiple access methods: Offer alternative access options (e.g.,
Business Manager) if necessary.

• Have multiple accounts to give access.

Problem two

Ad rejection:
• Ads may be rejected for multiple reasons.

Solutions:
• We have discussed different levels of restrictions in the first chapter.

• It’s always a good idea to have a backup account.

Problem three

Ad Account not spending:

• Your Ads could be active but not spend the budget.
• Multiple issues could cause this
• It’s most probably related to payments
Solution:
• Make sure to top up your account, place a hold, or pay in credit.

• Change your payment method

• Change Ad Account
Was that helpful?
Do you feel like you got a
lesson?
Do you you want more stuff
like this?
We’re working on something
special...
We are refining our SMMA course which is being
attended by more than 900 Students to provide a
richer value to our Community.

We will meet very soon with someting beyond your

wildest imagination,
Until then.....
Till then...
I want to give you a gift....
For anyone of you, who wants to become a content creator,
I’ll give you a 50% discount on the upcoming program
Annnnnd we’re done