How To Run Facebook Ads For Clients: Ecommerce Edition

If there was something I wish someone taught me in my early days, it would be how to run Facebook ads for clients. Because without any guidance, it definitely looks and feels a lot more complicated than it should whether you’re a complete marketing newbie or you’re a veteran who’s just trying to expand their service offerings.

This is particularly true when it comes to running ads specifically for ecommerce clients, whether their large like Warby Parker or another DTC startup.

So if you’re an ecommerce marketing agency or consultant, I’ve got you.

That’s why in this guide we’re going to cover the 101 stuff you need to set you up properly and start offering Facebook ad services with steel-eyed confidence.

Let’s get started…

How To Create Facebook Ad Accounts For Clients

The first step in learning how to run Facebook ads for clients is to get all of the technical stuff in order. Primarily ad accounts and permissions. The good news is that unless you’re working with brand new businesses, the client already has an ad account and all you need is permissions. Otherwise, you’ll need to set it up.

Let’s go through the whole process from scratch though.

Again, basically you need to do 3 things.

Be added as a partner and admin to your client’s business manager

In this step, if they already have a business manager, tell your client to go to “people” tab on “business settings”and enter your email address where it says “add”. This should be located on the left side of the page. Once they do this, you also want to tell them to assign you the role of “Business Manager Admin”. Doing this gives you direct access to their business manager, allowing you to always make sure you have everything you need without constantly bothering your client for extra permissions.

Request access to their businesses fan page by using their URL

In this step, it’s now your turn to go to “business settings” and click on the tab that says “pages”. On this tab, you want to request access to their businesses’ Facebook fan page. You do this by clicking “add” and then click “request access to a page”. You then input your URL and request access. Your client should receive a notification and accept you.

Request access to their ad account by using their Ad Account ID

Lastly, you want access to their ad account. Again, you’re going to want to go to “business settings” and then click on the tab that says “ad accounts”. From there, click on the same blue button that says “add” and then click “request access to ad account”. You then input their Ad Account ID. They will receive a notification and accept you.

Now, what happens if they do NOT have an ad account?

That means you have to create it yourself or alongside them on a Zoom call. This is a matter of just going to business.facebook.com and following all of the steps that pop up. Keep in mind, you will need their credit card information, as well as some basic business information to set it up for them. So make sure you can get as much of this info before you start.

What about if you need to give someone in your team access so they can run ads?

Simple. Go to “Business Settings” and then go to the “Ad Accounts” tab. Then just go to the “Add People” button on the right, assign them their role, and click save changes. 

Managing Facebook Ads For Multiple Clients

So you’ve got a ton of marketing qualified leads (MQLs) and converted them into a couple of clients, but how do you make sure you’re giving each client the time they deserve?

This has less to do with what to click and more to do with productivity.

If you run a Facebook ad agency, this is primarily solved by throwing people at the problem. That’s what makes agencies a unique business model. Because the more clients you land and have to manage, the more people you need since each individual media buyer only has the capacity to work with so many clients.

There is always a human limit.

With that said, regardless if you’re an agency or a freelance media buyer, the best thing to do is to follow the same old productivity advice that works. You want to eliminate, schedule, and prioritize your way to success.

Eliminate

The first rule to productivity is reduce your workload, not increase it. This is going to come down to understanding exactly what your job entails and what it doesn’t. If something has nothing to do with you, outsource it to the right person immediately and systematically. So if you run an agency dealing with 5 clients, you shouldn’t be the person coming up with every single creative idea. That’s what creatives are for.

Schedule

Everyone has “golden hours” of the day. These are the times of your day that you work best. Make those times of the day where you focus on the bulk of your work. Scheduling also means finding your cadence. Yes, you should check up on most of your client’s accounts everyday if only to make sure that everything is going smoothly. But if you just set up new ad sets a few hours ago, you don’t need to watch them like a hawk 24/7. Figure out the key indicators that determine you need to put more effort into something.

Prioritize

This is the most important. When you have multiple clients, not every client is important or urgent all the time. Neither should you be working on important or urgent problems later in the day if you have the opportunity to work on them earlier in the day. And most importantly, there are always “big” activities that are both important and urgent. These are the things that need to be given the most attention because they’re the 80/20 of your workday. So if you can streamline your process to get the big stuff done first, you’ll be able to handle a bigger list of clients.

Again, there is only so much 1 person can handle.

But the agency who follows the steps above will be able to get more work from the same people. And the freelance media buyer will be able to make the same or even more money without having to radically increase their work hours.

If you want to really learn how to run Facebook ads for clients, this is key.

How To Advertise For A Client On Facebook

If you’re reading this, you’re likely newer to Facebook ads than the average media buyer who spends all their free time reading digital marketing books. In this case, your main goal is to make Facebook advertising as easy and fool-proof as possible to get results.

The best way to do that is to understand what gets results…

The audience
The offer
The creative
The media buying

For both the audience and the offer, you don’t have to do much. Your client should already have a pretty seasoned pixel even if all they’ve done so far is install the Facebook pixel and left it alone. But ideally, they’ve already been running ads. The offer is also out of your hands as they already have the product line they need to promote.

The creative… we’ll handle that in the next section.

Then the least important part, but still worthwhile to talk about, is your actual media buying skills. Most of your “skills” are actually going to come down to just testing what works for each individual client, but there are best practices to follow…

Always optimize for conversions, no matter what
Choose bottom of the funnel events like “Add To Cart”
Use dynamic creative testing for efficient creative split-tests
Run campaigns with big audiences, but ad sets with specific angles
Use detailed targeting expansion 
Use cost caps

Obviously, this isn’t everything there is to know about media buying. It’s just the absolute basics that will get you in the door. The important part is to realize that it’s much less about any guru tactics and much more about the fundamentals. 

From there, learning how to run Facebook ads for clients is just a matter of testing more ads.

How To Make Facebook Ads For Other Companies

There are 2 parts to the creative side of learning how to run Facebook ads for clients.

The first is the copywriting. The second is the image or video that forms the centerpiece of the ad. Now, while it’s important to understand they each go hand-in-hand with each other, it’s the image or video that’s going to be what mostly drives results.

But first, let’s talk about your Facebook ad copy.

The good news is that Facebook ad copy for ecommerce products is straightforward. 

Step #1: Create a list of your product’s features with corresponding benefits
Step #2: List possible angles for your ads based off of those features/benefits
Step #3: Write your copy based off those angles by using copywriting formulas

The idea here is not just to write Facebook ad copy, but to give you a process to come up with lots of different ideas you can test. From there, you let Facebook decide which angles and offers perform best rather than guessing your way forward.

Next, it’s your Facebook ad image or video.

For this, you’re going to need some skill at videography and photography.

If you’re a solo consultant, you can normally let your clients give you the creative. You can also partner with a videographer to handle this. If you’re an agency, you want to set up an in-house content studio to churn these out fast. With that said, if you want to do them yourself, just grab your iPhone/DSLR and Premiere Pro to get started.

In all cases, the most important part is what’s in the ad.

Some rules to follow…

Always show the product within the first 2-3 seconds
Use speed, faces, colors, and other elements to grab attention
Expand on your copy with your video to stay aligned
Demonstrate your product as much as possible
End your ad with a strong reason to click to your store

It doesn’t matter whether you’re doing a basic product image ad or a heavily produced video ad with tons of editing, the rules above will apply.

Examples Of Facebook Ads For Clients

Below are a few examples of Facebook ads other agencies have made for their clients. Some are basic enough to do in your home with nothing but your iPhone. Others require a bit more experience, talent, and people to get done. In either case though, these ads will serve as inspiration for your own ad creative. If you would like a lot more examples of Facebook ads, just Google Facebook Ads Library and type in the brands you want to check out.

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