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This lesson is called how to manage in scale online ad campaigns, and it will show you a behind the

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scenes look and how you can effectively manage and grow profitable campaigns for your clients.

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The reason this lesson is important is because you want to be able to deliver results just like this

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for your clients so you can turn them into long term clients.

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Plus, you want to be able to create case studies and testimonials just like the one in this image.

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So you can continue to bring in more clients.

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This is a screenshot of an e-commerce client after three months of me working with them.

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I was able to provide them a four hundred forty five percent return on ad spend, and that was all by

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running Google ads.

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So what I did was I use this to create a case study.

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I put it on my Upwork profile and I use that to get more clients.

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If you don't know how to manage and scale campaigns, you are opening yourself up for the possibility

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of a damaging result or a bad review.

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So you need to be able to not only set up these online ads, but know how to manage them and know how

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to scale them up once they start to perform well.

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Everything I'm about to cover in this lesson is also included in the PDF handout.

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That's with this lesson.

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And it's the managing and scaling online ad campaigns.

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Handout.

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When it comes to managing campaigns, optimizing them, scaling them, a lot of people approach it blindly.

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Most people don't have a process that they follow when they go to optimize campaigns.

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They're really just shooting in the dark.

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And that is not how you get results.

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That's not how you become a profitable freelancer.

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So what I suggest doing is following this process that I have put together.

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The first step in the process is to establish and set up the targeting for the campaign.

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This means that you are reaching the right people who are most likely to purchase based on whatever

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business you are promoting.

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The next steps in managing and scaling is to work on building the ad creatives, and that is building

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ads that are engaging and they get users to take action and to ultimately become customers.

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Ad creatives can be on every single medium and in many different formats, like we saw in the online

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ads demonstration.

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It's all about testing and finding the best ads that work for each specific client that you work with.

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Tracking conversions is vital for success.

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You need to be able to monitor performance to see who is actually buying.

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And this is all done through implementing conversion tracking codes on your client's websites.

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This is crucial.

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So you know what ads are actually impacting their business.

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It also helps you in the later steps.

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Next, you optimize the campaigns with that data that you have from those conversion tracking codes.

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So once you can see what is actually having the most impact on the ads and causing sales, that is the

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type of ads you start to create for that client moving forward.

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And this is a never ending process.

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The more data you keep getting, the more you keep testing and the more you keep optimizing the campaigns,

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the ad groups and the ads.

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Then that's when you work on scaling the campaigns.

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Once you've tracked the conversions, you've started to optimize the campaigns, they're doing well,

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then you want to start to maximize each budget for every winning campaign and start to expand your overall

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targeting.

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This helps you show your client that you're not just staying stagnant, but you're continuing to improve

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month over month.

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And what really matters to them is that you continue to make them more and more money.

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So it's a win win relationship.

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Lastly, that is when you want to set up your retargeting ads for the client, retargeting ads are great

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at maximizing performance because they encourage repeat customers to purchase again.

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And this is all based on all the platforms I showed you in the online ads demonstration.

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They all have different conversion tracking codes or pixels that you set up.

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And that's what helps you re target people who have already been to your client's website.

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It's a great way to maximize sales, and then you move right back into the first part of this managing

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and scaling online ads flywheel.

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It keeps going.

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And that is how you continue to manage and scale.

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So if you build a new campaign, you would start at one and work your way all the way to six.

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Now, let me show you in more detail each step of this managing and scaling flywheel.

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OK.

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As you can see, we have the six stages of my managing and scaling process, and stage one is where

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we will start establish targeting.

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The first step is to work on establishing a buyer persona for whatever client you were working on.

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That means what type of customer are you going to be targeting in these ads?

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Then you can also target by geographic area.

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That means locations down to zip codes or radiuses.

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There's a lot of different ways you can target geographically, but they're all pretty much the same

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thing.

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It's all targeting specific locations.

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Next, you can also target by demographics.

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Demographics is a wide array of different statistics on the population.

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For example, you can target just males, just females.

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Also, you can target different age ranges.

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You can even target different household incomes on certain ad platforms.

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Also, keyword targeting is a large part of the Google search network, for example, and other search

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engine marketing campaigns.

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They run off of keywords.

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So if that's the case, you need to find the best keywords possible so you can manage and scale the

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campaigns to the best of your ability.

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Audiences are another way you can target campaigns.

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This helps you reach specific audiences of people, and it's more broad than keywords.

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But it also is more of an intent based targeting method than keywords.

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This is based on a lot of different audiences, such as people who have been to your site before, or

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it's one of Google or Facebook or Instagram's automatically created audiences that you can reach.

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Then you can target by placement as well.

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This is especially true on websites and platforms such as YouTube, where you can show ads on specific

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videos or channels, as well as the display network on Google, where you can target retargeting ads

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or display ads on websites of your choice.

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And when you're establishing targeting, you want to make sure you're hitting the people that are most

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likely to be most likely to purchase in that micro moment that they're searching.

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Lastly, always make sure that you're advertising a solution, advertise to people that are looking

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to have a problem solved, whether they know it or not, that is what is going to make you a profitable

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freelancer, managing and scaling online ad campaigns.

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Next, let's move on to stage two, where we're going to build the ad creatives so you can manage the

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campaign profitably.

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When you're building these ads, you always need to keep this in mind that your number one goal is to

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first grab attention.

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People are so busy scrolling comparing different things that they're not going to remember your ad unless

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you make them, and the way you make them is you grab their attention.

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Whether it's sad, funny or surprising, you need to make them feel a certain way, so they look at

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the ad..

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Next, it needs to be a relevant ad targeting that target market you just establish in the previous

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stage.

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If the ad isn't relevant to them, it will not grab their attention and they will keep moving on their

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journey.

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In addition to relevant you want to make the ad engaging.

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It also has to make the user feel very comfortable and also tell them to take action.

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You need them to engage with the ad..

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It's not enough for them to just see it.

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They need to take some sort of action and engage with it.

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So your ads can have the best results for your clients.

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Another way to grab attention and to stay relevant is to touch on the pain points that the customer

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has in the ad. This is a great way to relate with them.

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Break down that fourth wall and show them that you're there to help them.

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And that is when you focus on the pain points and people focus on the negative more than the positive.

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So if you open up with the bad things that are happening and how you can solve it, you're much more

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likely to stand out from the competition.

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Next, storytelling is a great part of any good at storytelling, is the basic of marketing.

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You need to be able to invoke emotion and tell a story through your online ads.

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That is how you get people to take action and that is how you grab their attention even more.

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Everyone loves a good story and it really drags you in.

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Another way to build ad creatives and to manage campaigns and continue scaling campaigns is to use social

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proof in ads.

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This is great because reviews are huge, especially in the Amazon era.

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The Google My business era, where everything is based on reviews to the point where companies will

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even pay for fake reviews, which is illegal.

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Using social proof is very impactful because you can run ads that are testimonial ads so they don't

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come directly from your client.

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And that helps people trust your clients more.

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Ultimately, it's another great way to continue managing and scaling any online ad campaign, then conveying

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emotion.

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That is another fundamental pillar of an effective at the ability to convey emotion through images.

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VIDEO and copywriting is what will make you effective at managing and creating online ads.

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Next, let's move on to stage three, where we will go into tracking conversions.

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Conversion tracking is the process of setting up specific codes on your client's website, so it tracks

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every user that goes to it.

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This does a couple of things.

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Number one, you can see what ads are actually working and number two.

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You can also start to build specific audiences that you can retarget to down the line.

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Another form of tracking conversions is establishing call tracking.

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So if your client is reliant on some sort of phone call in the sales process, this is another way that

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you can show how the online ad campaigns are working.

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And in my experience, not a lot of people and businesses and freelance clients even know what call

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tracking is.

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So you can bring this to the table, show them that you might be helping them more than they even knew.

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That is what call tracking can let you do.

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It can show where the user first found the client's website and what they saw before they called in.

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Next, you can also set up value tracking if your client is an e-commerce client that lets you directly

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tie the online ad campaigns to how much sales were generated from those ads.

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This is very powerful because you can literally see how much money went in and how much money you generated

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out, and that can show the client how much you're making them.

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That makes them always happy to pay you every single month.

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Next, the ability to measure that impact, so when you're able to show the client those value tracking

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reports, how much calls you generated and how much conversions you're generating from your ads, you're

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ultimately able to show physical proof.

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Third party data of the impact you're having that helps you build long term relationships and ultimately

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upsell your clients down the line.

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Conversion tracking also helps you identify opportunities once you can see the areas in your client's

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account that are having the most impact in what areas are actually wasting money.

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That's when you can identify the opportunities and identify the threats.

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Once you can identify those two, that's when you can move on to the next stage to put that information

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into action.

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So what you do in stage four is first pause any poor performing campaigns and ads, ad groups, whatever

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it is, whatever isn't converting based on that data you have from your conversion tracking, go ahead

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and pause that before it waste any more money.

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Then you want to take the budget that you were spending on those and now spend that on those winning

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ads.

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So you're always making sure that you're spending the client's budget in the best place possible.

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After that, you want to set up new ads and test them against the winning ads.

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This will help you always be in a constant process of evolution.

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Always building ads based on the previous ones that were doing the best that will help you never stay

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stagnant.

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Show the client you're on top of things and also help you stay better in the algorithm on these online

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ad platforms that love to see fresh content on a weekly and monthly basis.

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Then testing new targeting now is a great way to continue optimizing once you've established certain

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targeting that works.

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Go ahead and start testing out different targeting.

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This is great to do with a smaller budget and shows the client you're always looking for new ways you

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can add value and bring in new customers to the business.

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Then moving on to stage five, when you begin to scale the campaigns, the first step is to segment

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out those winning ads, those winning AI groups into their own campaigns.

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So once you have full control over the budget, that's when you have full control over how much you

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want to boost it.

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And I suggest doing it on an incremental basis.

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Then you want to make sure you're always looking out for that point of diminishing return.

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So once you've increased the campaigns to a point where the profit margin isn't increasing anymore,

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that's when you want to make sure you're not continuing to boost the campaign because then you will

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be at a point of diminishing return.

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Lastly, in stage five, you want to expand and broaden your targeting even further.

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This is where you can look at different markets and really step outside the box here.

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Look how you can bring in new traffic to the business that might not know of anything about them already

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and look at other ways.

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You can also broaden it more.

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So that might mean targeting people that are higher up in the buyer journey or building a brand before

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you sell them later on.

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These are all ways you continue to scale, increase conversions, increase the client's budget and ultimately

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put more money in your pocket as a freelancer.

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Next, let's talk about the final stage.

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Stage six where we are going to.

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Setup and segment re targeting audiences, this is the first step because you want to get all of those

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audiences in place so you can serve them the most relevant ads down the line.

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Then you want to build those retargeting ads that speak directly to those segmented audiences.

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So if someone added something to their cart and didn't buy, you can show them an ad that says, Hey,

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we saw you didn't buy, here's an extra 10 percent off.

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That's just an example, but it shows you how specific you can really get, and that is how you can

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have the most success and continue scaling campaigns.

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You can't just shoot in the dark.

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You need to have a specific plan.

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Follow this process in build ads that speak directly to the target market or audience.

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Lastly, you set up these ads and you keep remarketing them and you keep delivering them fresh content.

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So you can push them over the fence and so you can make them purchase.

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So now you know how to manage and scale online ads so you can have the most success possible as you

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go out into the marketplace and become a profitable freelancer, delivering online ad services?

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And I look forward to seeing you in the next module.