6 Facebook Ads Reports (and One Audit) Every Agency Needs to Get and Keep High-Ticket Clients
As a savvy digital marketing agency owner, you know your clients want a clear picture of how their Facebook ads are performing every week and a full report once a month.
But do you know which metrics you should be reporting to them? Or even which metrics matter to them the most?
And did you know that you can use data driven consultations to get new clients to sign up for your Facebook ad management services?
I’m going to show you how to do both of these things, so you can get, and keep, the high-ticket clients that will drive your agency’s growth and help you reach that million-dollar mark, and beyond.
But first, I’m going to address a very important point…
Why Do These Reports Matter?
When a client signs a retainer contract with you for any advertising service, they’re not just trusting you with their money. They’re also trusting you with the success of their business. They’re investing in your skills to grow their customer base and their bottom line.
It is totally fair of any client to expect you to show them what you’re doing, how you’re doing it, and how it’s affecting their ROI. If you don’t, your client may start to wonder whether you’re worth the monthly expense.
You, as a good businessperson, should be transparent about how you’re managing your clients’ advertising. It gives your clients confidence in you, and it proves to them that you’re doing what they’re paying you to do.
Which means they’ll keep paying you to do it.
Regular reporting to your clients also cuts down on the constant, pestering calls asking for results. If you can deliver a concise, easy-to-understand report to your clients every week, you’re far less likely to hear complaints from them overall.
Basically, the secret to keeping your clients happy and paying you a high-dollar retainer every month is good reporting.
But before you can deliver these reports, you need the clients. So, we’ll start with the report that will help you get clients in the door.
Report #1: The Audit
We consider this to be the most important report you can deliver to your potential and current clients.
Because it proves your value to that client by showing them:
- You know what you’re doing.
- You have the experience and expertise to manage their Facebook ads.
- You’re as invested in their success as they are.
We recommend that you use a free Facebook audience audit as a lead magnet. This is a simple offer that has a lot of value to a potential client. It will also give you the chance to strut your stuff.
Most agencies charge between $500 and $1,000 for this service, because it can take a lot of work. Fortunately for you, I’m going to show you how you can audit a potential client’s Facebook ads account in about 1/10th the time it would normally take you.
To do this audit, you’ll go into your potential client’s account and review their current Facebook ads. You’re looking for places you can improve their current campaigns.
You’re not looking for specific strategies for future campaigns (though you may be able to use some of this information in the future). You’re really looking for places you can save them money and increase their ROI right now.
Take a look at how their audience is responding to their ads by reviewing their demographic information. This includes:
- Device type
- Time of day their ads are shown
- Location (Countries they’re targeting)
As you go through each of these demographics, look for places they could optimize their ad strategy. For instance:
- If your client’s ads are geared toward young, working professionals and they’re not getting a lot of opt-ins between 10:00 am and 4:00 pm, but are getting great results from 6:00 to 9:00 am and from 6:00 to 11:00 pm, note this. Then, during the audit call, suggest that your potential client schedule the times their ads are shown to their target audience, so they’re getting more bang for their buck.
- If your potential client is convinced that their ads don’t do well on mobile, look at device types. Your client may do poorly on tablets, but may get a great response on iPhone or Android. Point this out and suggest that you can retarget mobile ads for these specific devices.
- If your client is targeting men and women, take a serious look at which gender responds better to their ads. If you find that one gender is more responsive, suggest a campaign focused solely on that gender. The same can be done for age groups.
Simple fixes like these show a potential client those three things I mentioned earlier; you know what you’re doing, you’ve got the skills and you’re already invested in their success. And this is before they’ve even signed a contract with you.
By now they’re probably so impressed and excited, they’re ready to agree to work with you at any price. We’ve actually had potential clients stop us partway through the audit and ask us how much it will cost to work with us. Yes, I’m serious.
Now, to get all this valuable information for your potential client, you can spend hours and hours poring over exported spreadsheets from your potential client’s Facebook ads account, or you can use the FunnelDash Audience Audit Dashboard.
FunnelDash is a Facebook ads reporting tool that pulls all the data from your clients’ accounts and inserts it into our easy-to-understand templated dashboards.
The Audience Audit Dashboard is set up to show you the details I mentioned above. You can easily drill down into those audience demographics to find those hidden profitable audiences and show real value to your new client.
Report #2 The Weekly Report
Once you’ve gotten this new client to sign a retainer contract, you’ll want to keep them updated regularly on the progress of their campaign.
Most agencies report the very bare minimum to their clients, like ad spend, clicks, likes and other vanity metrics that don’t ultimately do a lot of good.
Because finding the important information that clients want to know takes time. Most clients wouldn’t understand the average Facebook ads report if it bit them on the nose. Not because they’re stupid, but because Facebook shoves so much data in there that it’s hard to sort through it all.
So, agencies give their clients a few basic metrics to keep them happy. Unfortunately, these are rarely the metrics the clients want to see.
The FunnelDash Weekly Dashboard is preset to pull a snapshot of the metrics that clients really want to know, like:
- Ad spend
- Cost per standard lead event (CPL)
- Cost per standard purchase event (CAC)
What’s more, this information is laid out in an easy-to-interpret format, and it’s customizable, so you can change or add metrics you know matter to your client.
You can take a screenshot of this dashboard every week and send it to your client. They’ll know exactly what’s going on, and they’ll be able to see the progress you’ve made with their campaign.
You can also use this dashboard when you have your monthly reporting calls with them, to review the information you’ve been sending and show them what’s working, what you’re changing, and which ads you’re turning off to save them money.
Report #3 Creative Testing
One of the crucial parts of every campaign is testing your ads to see which ones your client’s audience responds to best. You’ll want to be able to test different ad types, images, copy, color, etc.
Ideally, you want to be able to track several metrics per ad, including:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per lead (CPL)
- Cost per acquisition (CPA)
Using these, and other metrics you can track ad performance see which ad gives you the best ROI for your client. You can track as many, or as few, metrics as you so choose, depending on the ad type and the results you’re looking for.
More importantly, you want to be able to see this data easily, so you can determine which ads are performing best as you rotate through your tests.
FunnelDash includes the Creative Testing Dashboard, which you can customize to your heart’s content. The dashboard is set up to measure metrics for 3 ad variations, so you can compare them at a glance. You can add additional cards to track additional metrics. That way you have the full ad performance picture at your fingertips.
This is another great report to send to your clients, once you’ve finished running your split tests. This is especially useful if your client has a “favorite” ad that doesn’t perform well. You have detailed information showing that they’re throwing their money away if they continue to run that ad.
Report #4 Prospecting
Running a prospecting campaign for your client can be incredibly lucrative, as you’re reaching new audiences and bringing in new leads to turn into customers. However, the complications can start when you don’t have easy access to the data you need to monitor that campaign.
The last thing you want to do is burn through your client’s ad budget and not be able to show any results. FunnelDash’s Prospecting Dashboard lays out the top metrics you need to pay attention to, as well as the in-depth metrics you want to analyze to make the right decisions as you move forward with the campaign.
You can send this report to you clients to show them which of their new audiences are performing well and which ads are resonating with which audience. It will also show that you’re being responsible with their money and putting it to the best use to promote their business.
Report #5 Remarketing
It’s far easier to make the sale to an audience that already knows your client, and their products, than it is to an audience who has never heard of them before.
Still, when you run a remarketing campaign, you want to optimize that campaign to run efficiently and get the best results. You can’t do that without seeing the campaign performance data. Otherwise, you’re making “educated guesses” that may or may not work.
The FunnelDash Remarketing Dashboard shows you that data at the ad set and ad level, so you can tweak your client’s campaign and run it successfully. And you can show your client what you’ve done to improve their campaign, as well as the results you’ve gotten.
Report #6 Video
Video is the way of the future, as far as Facebook is concerned. Between the Facebook Live feature and all the video ads out there, it seems like your Facebook feed is in constantly motion these days.
For marketers, video attracts more attention and gives a better way to track who pays attention to your ads. If someone watches your client’s video ad for 3 seconds or longer, they’re a good target for remarketing.
If you want to get really sophisticated, you can divide these folks up into different audiences by how long they’ve watched your ad. But seeing the results of your ad to determine whether this is worth it can be a challenge if you use the information in your Facebook ad account.
The FunnelDash Video Dashboard lays out the amount of time a video is watched by percentage. Seeing this audience response gives you information on how well this ad is performing, as well as an idea of how to divide this audience in terms of remarketing.
Plus, you can highlight the most important metrics to you and your client at the top of the dashboard so they’re easily accessible and easy to act on.
How All This Matters to Your Bottom Line
Let’s face it, you’re running a business, just like your clients are. You want success just as much as they do. More importantly, you don’t want their businesses to totally take over your life, which happens a lot.
But how do you achieve that success?
Getting clients in the door can be a challenge. Managing them can be even harder. Keeping them long-term, so you have a steady income, can seem like an insurmountable task.
Yet agencies do this successfully every day. They have a steady stream of clients who pay them well, appreciate the hard work they put in and stay with them for months, sometimes years.
These agency owners are able to manage multiple clients and still have a full, happy life outside their business.
To find out how you can do this in your agency, join us on November 16th at 10:00 am Pacific time for a special online training called The Million Dollar Digital Agency Secrets Masterclass.
We’ll show you how to achieve your goals of having a 7-figure business and living the life of your dreams including how to reduce the time you spend analyzing your clients’ data and reporting to them by a factor of 10.
- The 3 secrets that are crucial for scaling to 7 figures and the exact steps and strategies that one struggling agency took to get there.
- How to deliver data driven consultations & strategy sessions that consistently convert leads into high-ticket clients.
- How to sell your services without ever being rejected.
- How to avoid self-sabotage and ensure that your mind expands with your goals.
Click on the button below to save your seat now.