Ad Agency Secrets Sop Templates

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Ad Agency Secrets Standard Operating
Procedures Templates
Volume 1

One of the key components to making your Facebook campaigns work is having
the right standard operating procedures in place. Creating more structure in
your business activities using standard operating procedures will not only help
you launch campaigns quicker, but it will make it easier for your employees to
do their jobs and give new employees a template to follow.

Another area that SOP’s make a huge difference in is with quality control. Your
customers depend on a product or service to be of a certain standard quality.
SOP’s help you reduce the errors, or variations, that occur when you are doing
something multiple times throughout the day. Sometimes things become so
routine that people can forget small steps that make the biggest difference. For
example, if you own a factory that builds cars, you want SOPs for quality control.
You want each car model to be the equivalent of the car before it on the
production line. The same thing goes for launching Facebook campaigns. With
SOP’s in place, you can determine which campaigns are perfect right out the
gate and which campaign needs to be relaunched.

With all that being said, below is the exact SOP system that Ad Agency Secrets
uses to bring on new clients, create landing page designs, create new ad copy,
launching image ads and how to launch campaigns. This a living breathing

document that is updated on a regular basis. At the end of each chapter there

will be a checklist that you and your employees can print out and keep on their
desk to ensure that each main component is in place.

Table of Contents
1) On boarding new clients
A. Launch meeting with new clients
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B. Sending all the team members the recording
C. Meeting assign roles and priorities for the new client
D. Set up accounts in advertising platforms
E. Create Improvely link
F. Landing page copy creation
G. Landing page review
H. Facebook image ad creation
I. Ad copy creation
J. Facebook campaign launch
Landing Page Creation Option
2) Landing Page design Thrive
A. Thrive content builder
B. Designing your landing page
C. Choosing a template
D. Landing page changes
E. Adding tracking
F. Saving page
3) Landing Page Design Presale Crusher
A. Choosing a design
B. Adding a survey
C. Adding content
D. Survey layout and design
E. Tracking links
4) Landing Page Creation Optimizepress
A. Choosing a design
B. Creating plugin
C. Adding tracking links
D. Exporting your landing page
5) Landing Page Creation Manual coding
A. Design
B. Converting design to HTML
C. Inserting content
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D. Tracking Pixels
E. Checking mobile responsiveness
6) Creating Ad copy
A. Ad copy elements
B. Audience Insights research
C. Reviewing ad copy
D. Creating an ad copy que
7) Creating image ads
8) Ad Image Creation
A. Recommended image size
B. Image components
C. Image Review
D. Image Examples
9) Launching Facebook Campaigns
A. Facebook power editor
B. Utilizing Qwaya
C. Creating Facebook post
D. Creating Campaigns
E. Selecting campaign budget
F. Selecting your campaign audience campaign
G. Adding Interest
H. Optimizing for bidding
I. Selecting your campaign target audience
J. Selecting ad and conversion tracking pixels
K. Creating UTM tracking codes
L. Finalize and updating campaigns
10) Optimizing your landing page
A. Understanding page elements
B. Checking page performance
C. New page design
D. Key landing page elements
E. Requesting new page design
F. Page examples
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G. Color Scheme and the power of the color wheel
H. Color example
11) Reporting
A. How to create a Facebook Report

ONBOARDING SOP
When onboarding a new client it is very important that we pay attention to
every single detail. The more attention that is giving to new clients at the
beginning of the process, the easier it will be to make updates and changes for
client.

1) Schedule a launch meeting with the new client
NOTE: Make sure that the meeting is being recorded so that it can be shared
with other team members. If you can not use go to meeting, then the next best
alternative is blue jeans meetings.
NOTE: During the call please find out the names of each person who needs to be
added to teamwork.
a) People on the call should be the client and their team, The person who
secured the client, the project manager and/ or someone to take notes.
b) During the initial phone call we will establish KPI’s, goals, pain points,
budgets, milestones and meeting schedules.
c) Once the meeting is completed the person who took notes will send off
the welcome letter and documents that will include bullet points from the
meeting. The template for the welcome letter is located here
https://drive.google.com/drive/u/0/folders/0BxWD_W2TGPRgWDNrenhE
SHRNSkk
NOTE: Before the email is sent off please have the project manager review it.

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d) Once the welcome letter email has been reviewed please send to the
client. In the welcome letter attach the asset form so that the client can add all
of the login information for any platforms and tools they are using.
NOTE: Client needs accounts in teamwork, a slack channel, hotjar, improvely
and Google drive folder.
e) Project manager will create a client folder/ section in teamwork so that
all assignment, files, tasks and messages and can be tracked in one location.
f) Project manager will create a client channel in Slack so that all
assignments and activities can be tracked in one location.
2) Send all the team members the recording
3) Have a meeting assign roles and priorities for the new client
TEAM ROLES: Based on team roles, assign task
Page content creation: Copywriter
Ad Content Creation: Copywriter
Page Creation: Web developer
Ad image and display ad creation: Graphic Designer
Facebook set up: Facebook Ads Manager
NOTE: Nothing can begin until the client asset form has been returned so that
the team has all the logins that we need to start the page creation process.
Once the asset form is received all logins MUST be added to the client notebook
in teamwork.
4) Set up accounts in Facebook

a) If they already have a Facebook account project manager will request that
they be invited to become a page advertiser. Here is link explaining how to
give our page access
https://www.facebook.com/business/help/195296697183682
5) Copywriters needs to create an ad copy tracker
6) Based on client goals assign the Copywriter a page content creation
assignment. This assignment request MUST include
A) Headline
B) paragraph
C) bullet points
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D) Call To Action Button text

a) Once that content has been created send the content to Team Lead for
approval.
b) If content is not approved, please use the notes that have been given and
correct the content
c) If the content was approved, use that content to create a landing page
creating task for Web Developer
7) Landing page task assignment MUST include
a) content for page
b) form code if needed
c) all tracking pixels (hot jar, improvely, facebook conversion tracking,
facebook remarketing tracking, Google conversion tracking, Google
remarketing tracking
d) images and/or video
e) UTP/Wordpress login
NOTE:
Make sure the assignment is clear and includes all the elements so that
Web Developer can understand what needs to be done on the page.
NOTE:
Page must work on desktop and mobile
f) When all 3 pages are created post the pages in the clients slack channel for
approval
(For in depth process of landing page creation please see the landing page
creation section SOP’s)
g) If pages are not approved, please use the notes that have been given to
make the corrections
h) If pages are approved move to next steps
8) Create an improvely link
Questions Before Improvely Link Creation:
Are the landing pages rotating?
What platform will this be used for?
In the campaign name add the goal of this campaign along with the client name
Example: Simon Lovell Ebook Leads
Ross Hamilton Borrower Leads
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9) Text Creation Assignment
a. Login to teamwork.com
b. Navigate to the client project
c. Create a task within the ad copy creation. If there is no ad copy creation
section then it can be included in the Facebook Campaign Creation section
d. Headline: Create Text For New campaign
e. Assign this task to Copywriter
f. Assign a start and end date
g. The assignment should include:
● the goals of the page
● improvely link that was created earlier
● directions to post the unedited copy in the slack copy channel for
approval
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h. Once the copy is posted in the channel, open, copy and paste the text into a
word document
NOTE:
posting a word document helps discover in spelling or grammar errors
Questions For Review:
Does the ad messaging match the landing page?
Is the ad messaging compelling?
Are there multiple first references?
Does the link description and post message compel action?
Is there an improvely link?
i. Double check the grammar, spelling missing words and sentence structure in
all ad text
Once the text is approved give it back to Copywriter in the copy channel so that
it can be added to the que
(For the indepth process please see the ad copy creation Sop)
10) Create a Facebook Image Assignment
a. Login to teamwork.com
b. Navigate to the client project
c. Create a task within the image ad creation. If there is no image ad
creation section then it can D. be included in the Facebook Campaign
Creation section
e. Headline: Create Facebook Images
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f. Assign this task to the Web Developer Or Graphic Designer
g. Assign a start and end date
image assignment should include:
● What keywords to use to search for new images
● Logo to be used in the image
● Image text
● Link to the landing page so the person with the assignment has a feel of
the page goals.
● Warning about staying within the 20% rule
● Let them know that the images should be posted within the channel
Option: You can include an example of previous images regardless of the
brand
NOTE: image text should reflect what is in the text document. A rewording of
the headline works best as image text
h. Images should be congruent with client objectives
i. The images should be posted in slack for approval

j. If the images have been approved then they should be placed in a google file
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Example:
https://drive.google.com/drive/u/1/folders/0BOEc4XAmOGVYUVhUjFuRkF4TE
U
A.If the images have not been approved then give direction to the graphic
designer on how to make the corrections
B. Once the images are approved they should be placed in a Google file
(For the in depth process of Facebook image creation please see the Facebook
image creation SOP)
11) Create The Assignment For The Facebook Ads Manager
a.Login to teamwork.com
b.Navigate to the client project
c. Create a task within the Facebook campaign creation group
d.Headline: Launch new interest campaign for Facebook

NOTE: When launching a brand new campaign for a new client always start off
with single interest targeting
e. Assign this task to Facebook Ads Manager. He can reassign to another team
member based on his schedule and the schedule of his team
f. Assign a start and end date
NOTE: If you assign this task any time after 4pm the have the due date for the
following day
Assignment includes:
● Establish which phase that we are in phase 1
● Placements
● Targeting
● Locations
● Demographics
● improvely link
● messaging
● images
● daily budget
● https://drive.google.com/a/ppcboutique.com/file/d/0BwnLeKfdivtxQ3Fm
MVpLbVhHVDQ/view?usp=sharing
e. Once the assignment is created post the task in the appropriate channel
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f. When the campaign is created it should be posted in the channel so that it
can be verified
g. If the campaign needs changes, post the changes within the channel so
the Facebook Ads Manager can update
h. If the campaign is fine then activate
(For the in depth process of Facebook campaign setup process please see the
Facebook campaign setup process SOP)

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Onboarding Process Checklist
❏ Did you schedule the client meeting

❏ Have you added all the clients team members to teamwork

❏ Have you become a page advertiser to the client Facebook
page
❏ Have you added a client channel to Slack

❏ Have you created an improvely account

❏ Did you create a folder in Google drive

❏ Did you record the team call

❏ Did you share the call with the team

❏ Does everyone know their rolls

❏ Does the team understand the client goals

❏ Have KPI’s been established

❏ Did you add assignment for landing page

❏ Did you add assignment for copy
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❏ Did you add assignment for Facebook ad image creation

❏ Did you add assignment for Facebook campaign launch

❏ Has everything been thoroughly reviewed

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Landing Page Creation [ Using Thrive Content
Builder ]

Thrive Theme Visual Editor is a wordpress plugin that you can use to create
Landing Pages.

Follow these steps to create landing page on your wordpress website:

1. Choose a start design layout for your landing page. You can also base
your design from the swipe files templates share by Project Manager on
dropbox:
https://dropbox.com/sh/f9n2zy5fe0cz49d/AABdhx_25xXGXD5IfRiVTAe
a?dl=0

Eg. Assign Task Templates (
example templates provided on the task )

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2. Once you have started the template that will be used on your landing
page, you can then create page on the wordpress.
a. Click on the “Pages” menu
b. Click “Add New”
c. Name the page of your landing page
d. Click “Publish”.

3. Once you finish adding your page on wordpress , now you can start
building page using the Thrive content builder.
a. Click “Edit with Thrive Content Builder”

b. Click the “Thrive Content Builder”
c. “Choose Landing Page” or “Import Landing Page”
NOTE: if you already have exported the template, you can import it on your new
page.
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d. Select “Default Landing Pages” from the content builder that match the layout
from the design template you will create
e. Click “Load Landing Page” to start design the page.

4. Add the content and designing your page
a. Using the thrive content builder you can “Drag and Drop” Elements on the
content builder to the page. You can easily update the content by clicking the
page. Once you click and you can see the settings to update each element. Once
completed you can update the page content elements by:
b. Click the “Save Changes” to apply the changes on the page.

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5. Add the tracking pixel codes

6. Test the pages on all mobile responsive screen sizes
a. To view different screen sizes you can “Inspect Element” in Google
Chrome
b. Click toggle device mode and select different screen sizes.
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NOTE: If there is something not in alignment on other screen sizes just fix it on
the “Custom CSS” of thrive content elements.

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7. “Export” the landing pages so you can use it in future task creation.

8. Review the landing page
a. Export the page
b. Post the link in slack for review
c. If the page is approved it can be added to improvely
d. If the page is denied please post the needed updates so the page can be
properly updated and added to improvely
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Landing Page Creation [ Using Presell Crusher ]

Presell Crusher is a plugin that you can use to create survey pages

Follow these steps to create survey page on your site:

1. Choose a design layout for your survey page you can find this in the
attached files on the assigned task.
You can also base your design from
the swipe files templates shared by the Project Manager in dropbox:
a?dl=0

Eg. SWIPES Templates (
example templates from swipe files )

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2. Making your survey page
a. Create page on the presell crusher plugin dashboard menu by clicking “All
Presell Surveys “
b. click “Add New Survey”

c. name the page of your survey.

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2. Add the content to presell crusher survey settings on your survey page and
design the page according to the template you choose previously. ( The content
you will add on the page is given on the task assign on teamwork. )

a. Main Survey Settings
A. Page Title Fill the field with the name you want to display on
the page title on the survey page.
B. Footer Menu Select the menu that’s created on wordpress
menu that you want to display on the footer of the survey page.

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b. Survey Layout, Colors & Fonts
A. Page / Containe r Adjust the settings of the page container
that closely matches your design layout template.
B. Header Box Adjust the design settings on the “Header Box”
where the main title and main content located.
C. Question Box Adjust the design settings on the “Question
Box” where the question on the survey is located.
D. JS/CSS Put the “Tracking Code” of the page and also
customize your css on the survey page on this area.

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c. Header Box Headline & Content
A. Headline Tex t Place the headline content that is attached in
the task
B. Header Box Also place the additional main content in this
area.
C. Copyright Put the copyright details and the client company
name on the page.

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d. Survey Questions
A. Place all the “Survey Questions” on your survey page. You can add
six questions on the page.

e. Post Survey Status
A. This gives the user an idea that your survey is evaluating their
answers and processing data. This can increase conversions since
they seem "pass" the test and are allowed to proceed to the offer.

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f. Acceptance Message & Redirect or Optin
A. Add the “Acceptance Title ” of the page and put the given Optin
form code attached on the task to the “Acceptance Text”. This is
the form that user fill after they done on answering the surveys
questions.

B. Once all the survey settings is done , now put the “Tracking Links”
attached to the task and test the survey page to be “Mobile
Responsive” on all mobile device. To view different screen sizes you
can inspect elements of the page and toggle device mode and select
different screen sizes. If there is something wrong with the
alignment on other screen sizes just fix it in the “Custom CSS”

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g. Device Checking
A. After you are done placing all the content/tracking on the survey page and
check on all device screen sizes. Post the link of the page in slack for
review.
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Landing Page Creation [ Using Optimizepress ]

Optimizepress is a wordpress plugin that you can use in creating Landing Pages.

Follow these steps to create landing page on your wordpress website:

1.
To choose a starting design layout for your landing page you can find
this in the attached files in the task
or base your design from the swipe
files templates share by Project Manager on dropbox:
a?dl=0

Eg. SWIPES Templates (
example templates from swipe files )

2. Once you have already started your template to be used on your landing
page, you can then create a page on the optimizepress plugin dashboard
menu by clicking “Create New Page” and select what type of landing page
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you will create. The starting template is Optin page so I will select
“Optin/Landing Page” and choose the option from the available
templates that closest match on your starting template.

a. Once you select optimizepress base template page ,
popup dialog box will show and you will create the page name
of your landing page.

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3. After naming the page you will now start to add the content and design of
your page to match the design layout using the optimizepress builder
interface. You can
add element ,
add new row
and update the settings on
your landing page located in the optimizepress interface
, (
The
content/images you will add on the page is given on the task assign on
teamwork. )

4. Once you're done adding the element/content of the landing page and
design it to match your design layout, you will put “Tracking Links”
attached on the task. Click the “
Page Settings” on the landing page
settings in the optimize press and then click the “Other Scripts”. Put the
tracking links based on the header/footer placement on the page after
clicking the “Update” to apply the changes.
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5. Once placing the tracking links in the proper placement , test the pages
on all mobile responsive screen sizes , To view different screen sizes you
can “Inspect Element” in the google Chrome and click toggle device mode
to select different screen sizes. If there is something not in alignment on
other screen sizes just fix it on the “Page Settings” on Optimizepress and
put the media queries on “Custom CSS”.

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6. Once all pages are properly setup , now you will export the landing pages
so you can use it on future task creation. Go on the “Content Templates”
on landing page settings , and click the “Export” option then follow the
setup below.

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7. After exporting your page , now you can post the link of the page in slack
for review.
8.

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Creating Landing Pages Using HTML

1) Design
You should start with a design first before creating a landing page so that you
have a clear view on creating your landing page or website.
Tools For Designing a Landing Page:
1. Adobe Photoshop
2. Adobe Firefox

2) Convert the Design to HTML

After you come up with a design, you're going to convert it to HTML using an
editor like notepad++, adobe dreamweaver, sublime , textmate and more.

3) Insert the headline, content, form code,privacy policy, terms ,disclaimer and
tracking pixels

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a. Convert the design to html
b. Insert all the necessary information of the landing page like headline, sub
headline, form code , privacy, terms, disclaimer, content, and tracking
pixels.

4) How to insert the tracking Pixels

paste hotjar tracking pixel
( before </head>)
paste facebook master pixel ( before </head>)
paste improvely general pixel ( before </head>)
paste improvely conversion pixel ( before </body>)
paste google conversion pixel ( before </body>)

5) Review the Instruction Again

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You should review in order to make sure all details are placed in the landing
page. Check also if your landing page is
mobile responsive.

6) How to Check If Its Mobile Responsive

a. Right Click the landing page on your browser and click "inspect

b. Click the "phone icon"
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c. Now check if your landing page fits on mobile screen

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Landing Page Checklist

8 Steps Checklist Creating Landing Page
[ Using Thrive Content Builder ]

❏ I have a starting design layout in creating landing page

❏ I have created new pages on wordpress and edited them
with Thrive Content Builder

❏ I have added the content to Thrive Content Builder

❏ I have designed the page on Thrive Content Builder

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❏ I have properly added the tracking pixels in Thrive Content
Builder

❏ I have checked the page layout in all different mobile screen
resolution

❏ I have exported the page template on Thrive Content Builder

❏ I have post the link of the landing page in slack

7 Steps Checklist Creating Survey Page
[ Using Presell Crusher ]

❏ I have already started the design layout and created the
landing page

❏ I have created new survey page in Presell Crusher

❏ I have added the survey contents

❏ I have designed the survey page

❏ I have properly added the tracking pixels

❏ I have checked the survey page layout in all different mobile
screen resolution

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❏ I have post the link of the survey page in slack

8 Steps Checklist Creating Landing Page
[ Using Thrive Optimizepress ]

❏ I have started the design layout and creating the landing
page

❏ I have created new pages in Optimizepress

❏ I have added the landing page contents

❏ I have designed the landing page layout

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❏ I have properly added the tracking pixels in Optimizepress

❏ I have checked the page layout on all different mobile screen
resolution

❏ I have exported the page template in Optimizepress

❏ I have post the link of the landing page in slack

Checklist Landing Page Using HTML

❏
I have the design for my landing page

❏I converted the design to HTML

❏I Inserted the headline, content, form code, privacy policy,
terms, disclaimer & tracking pixels

❏I made sure that the
tracking pixelsare properly placed.

❏I reviewed the instructions and I'm sure that I put
everything in place

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❏ I already checked that the Landing Page ismobile
responsive

Ad Copy: Completing Tasks, the Ad Copy Que
Folder and the Spreadsheet

What is AD COPY?
Technically, it is a term that
refers to the main clickable text
ad and image ads that get
people interested in our
business, service or offer.

How do we complete a task for AD COPY?
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In Ad Agency Secrets, whenever the FB campaigns perform badly and have failed
to get leads and checkouts within 2448 hours, it will be killed and a new task
will be created and new Ad copy will be assigned to the ad copywriter.
There are numerous clients entrusting their business to us. Our job is to help
them promote their expertise and offers the best way possible through creating
effective ad copy.
1) In creating Ad Copy, there are 5 elements you need to secure getting done.
a. DESTINATION URL
– the link you want to send people to after they click
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b. POST TEXT – essentially, the core of what

you offer that shows your lead magnet
and that effectively reach the interest of
potential customers.
c. LINK HEADLINE designed to provoke an
action and that convinces more people to
read your ad copy.
d. DISPLAY LINK – provides support to your
post text.
e. LINK DESCRIPTION provide a description
of what it is you’re advertising and that
supports the post text.
2) Selecting Facebook interest
a. You can use notepad or google doc. when

creating ad copy. Also, include pulling off
“interests”
(at least have 1620 interests) .
To do that, go to this link:
https://www.facebook.com/ads/audience_insights/interests?act=92577307411
6951&age=18&country=US
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At the interest section, it is where you are going to put and validate your best
possible interest, and that would have tons of active audiences with respective
pages liked. There must be a minimum of 25K audience insight and a minimum
of 20K affinity for the Facebook Pages that are likely to be relevant to your
audience based on Facebook Page likes. However, if the potential interest has a
huge affinity yet its audience is below 25K, then you could consider it to include

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on your interest list.

b. As you go through the interest research process, there are times that the
interest you put at the interest section won’t show up. If there’s nothing that
you could target, then go ahead and start to dig in and use the social graph
search tool .
You just have to type in Facebook’s ads manager search box, “pages similar to
(name of interest/page)” and you will get tons of pages you could potentially
target. By going through this process, you’ll be building out your interest and
that allows you to find additional interest for you to go after and target. Next
step is simply to validate and see if these interests/pages got high affinity and
have massive audiences that are very engaging.

Also, make sure to identify the age & gender that has covered the most active
and relevant audience throughout your interest.
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c.Once you’re done, then
Save
it.
NOTE: (UNITED STATES, Desktop News Feed, Mobile Placement: News Feed,
User Devices: Android are under default so just leave it as it is)

d. Go to the Slack ad copy channel and let Team Lead check your output.
e. Once ad copy is approved add it to the ad copy que.

3. How does the Ad Copy Que Folder works?
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a. Open Ad Copy Que file :
https://drive.google.com/drive/u/1/folders/0B3co8DmCJGVqekNDMnliN3gyZ28

b. The “Ad Copy Que" folder is located in the google drive, "CLIENTS" that
contains all the clients’ ad copy files. This serves as storage for all of the ad copy
for
each client
that Team Lead approves, and soon to be used for a new
campaign.

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There’s an inventory spreadsheet to keep on track with the availability of ad
copies for each client. The copywriter has to keep the Que full.
NOTE:
Before any ad copy goes live or use on any campaigns, it should be read
and approved by Project Manager.
c. How does the Spreadsheet works?

This is the Speaking Empire google drive file:
https://drive.google.com/drive/u/1/folders/0B3co8DmCJGVqd2kxNTY0dE5Ub0E

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d.Open up the "Que, Tasks, Campaign Info" spreadsheet for the client
e. The spreadsheet that includes the name, Ad copy URL, date it was written and
approved, the copy’s landing page, its objective & place in que for the ad copy
will help the copywriter to keep track of the order that will be used if there are
extra ad copies made.
This is the Speaking Empire spreadsheet:
https://docs.google.com/spreadsheets/d/1cwVl_EBD8KKac9trd_cuAyptevRefCz58uv
KXqaHKzw/edit#gid=2076745549

There are 3 tabs in the spreadsheet, but for now, we'll just use the first tab,
"Que".
So you would just look at the "Que" tab to see which copy should be used next
by looking at the "Place In Que" column.
NOTE :

The copies have been categorized into their different objectives so the
copywriter can easily point out which copy will be used for a certain campaign.
4. What to do when Ad copy is already been used?
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If ad copy #1 gets to be used, then you have to make adjustments to the
spreadsheet and to the "Ad Copy Que" folder.
In the spreadsheet, follow these steps:
a. Click on the "Tasks" tab
b. Insert a line above line 2
c. Copy & paste: Name of the ad copy file used in the A2 box
d. The URL of the Teamwork task that Facebook Ads Manager assigned us in
B2
e. The URL of the Teamwork task you assigned Facebook Ads Manager in C2
f. The URL of the Teamwork task that Facebook Ads Manager assigns
Graphic Designer in D2
5) Move used ad copy to the used copy tab
a. Go to the "Used Copy" tab
b. Insert a line above line 2
c. Enter the name of the used ad copy in A2
d. Then go to the "Used Copy" folder within the "Ad Copy Que" folder
e. Upload the Word document of the used ad copy file by clicking "New" &
clicking "File upload"

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NOTE:
All of the files in these folders for each client must be kept as Drive
google documents, and so
● Open the file in the "Used Copy" folder
● Click the Open button in the middle of the top of the screen
(After that, there should be another file in the folder.)
e. Delete the Word document file and keep the google doc form file which
you should change the name/rename it, removing the ".docx" from the end. In
general, that should be removed from all of the files that are to be uploaded.
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f. Going back to the “Used Copy” tab in the spreadsheet
g. Fill in B2 with the URL of the file in the "Used Copy" folder, and then
h. Put the Date when the ad copy is used in C2.
i.Go back to the "Que" tab and clear the file from the row .
NOTE: if there’s additional ad copy in the Que, then just adjust the "Place in
Que" column in the "Que" tab for all of the other files.
The ad copy that was ranked 2 would be ranked 1, the copy that was ranked 3
would be ranked 2, the copy that was ranked 4 would be ranked 3, etc.
6) Add new Ad Copy in “Que” tab
If you are going to add a new ad copy piece it has to be approved by the Project

Manager before launching a new FB campaign. Fill in the necessary information
in the spreadsheet:
1. Enter the Name of the new ad copy file in A2
2. Date it was written in B2
3. Date it was approved in C2
4. URL of the file in D2
5. Suggested Image URL E2 (optional) and
6. Place in Que (order # to tell which copy you would use next) in F2
NOTE: If you are going to add a new Ad copy for a specific client folder like
Speaking Empire, make sure to upload the Word document or notepad
document of the new ad copy file within the folder. Keep the ad copy file as a
Drive google documents.

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Ad Copy & Ad Copy Que Creation Checklist

❏ Do you understand what the goal of the campaign

❏ Is the improvely link included in the text document

❏ Is headline text included

❏ Is display link text included

❏ Is description link text included

❏ Have you checked grammar and spelling

❏ Did you create a Ad Copy Que Folder that serves as storage
for all of the approved copies for each client

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❏ Did you create an inventory spreadsheet to keep track of the
availability of ad copy for each client.

❏ Did you create tracking spreadsheets for each client’s Que

❏ Did you provide steps to follow when Ad copy is already been
used

❏ Did you provide steps to follow when adding new Ad Copy in
“Que” tab
Facebook Image Ad Creation
When creating Facebook images the best approach is to consider yourself a
Facebook viewer. What would catch your eye? What image would make you
stop and read the text? What would make you blindly click on the image?
1) Make sure that your ad stays within the recommended Facebook image
ad size

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2) Image components
Raw images These images should reflect the goals of the campaign. The more
interesting image the better. You can use any image stock website to get your
raw images.
Standard Facebook Image Components:
a. Client logo
b. Image text Image text is just a sentence that directly reflects the ad
message and the page
c. Call To Action Button
d. Eye catching color

Facebook Image Examples

3) Creating Task
A) logo
B) Image text
C) File with raw images
D) When assigning the task to the graphic designer, let them know to create
multiple variations. This is to test as well as to see which one is more eye
catching
E) Let them know to post image examples in slack for approval
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NOTE:
Once the graphic designer has created the image use this tool
https://www.facebook.com/ads/tools/text_overlay
to make sure that is stays within the 20% Facebook rule. This rule states the only
20% of the image can be text.

3) Reviewing The Facebook Images
A. Images should be placed in slack for approval

59
B. Once the images have been approved they should be placed in a google
drive file.
C. The file should be placed in slack so that the project manager can create
the task for the Facebook Ads Manager
NOTE: If the images are not approved clear direction should be given so that
changes can be made and the ads can be reviewed.

4) Image Examples

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Note: This image might seem a little silly, but don’t afraid to test new images.

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Facebook Ad Creation Checklist

❏ Is your raw image eye catching

❏ Does the raw image match the theme of your campaign

❏ Does the image have the logo

❏ Does the image have text the meets the goals of the
campaign

❏ Does your image fall between the recommended ad size

❏ Does the image fall within the 20% rule

❏ IF YOU SAW THE IMAGE ON FACEBOOK WOULD YOU CLICK
ON IT
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FB AD CREATION [Using Qwaya + PowerEditor]

1. FaceBook PowerEditor:
In creating Facebook post ad images, above is the recommended size for
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all images.

2. Creating FaceBook posts
Go to specific client’s account and create an unpublished ad post

3. Creating your Campaign:
rd
Go to qwaya a 3 party application use to manage ad creation.
We can simply use this link http://app.qwaya.com/ and start creating our
account.
Note: we need a premium account in qwaya in order to use this
service

64
Select the client account by clicking

Go to
Create Ads
search the client facebook page
Select or to select our ads where we
created our unpublished posts

FB page
Select the for our next step
As soon as the page is selected we will get a popup with an option for ad
creation.
a. Select
page post ad
Website Conversions
b. Select

65

c. select unpublished page posts,
d. Select the ad post,
e. Select what placements split
that are going to use and the placements
all the time.

66
NOTE: The main reason of our process to split the placements for future
references such as
● Traffic Monitor
● Placement performance
● Which placements are better for targeting

After ad creation move to create ad targeting.

Creating Targeting Audience

We fill out our targeting depending on our campaign and Strategies
according to our
FB SOP V2 [Ad creation and Strategy]click the url to see
how we use the Audience targeting

67

NOTE: If the same targeting is going to be used like “retargeting audience,
lookalike audience and any other” make sure to save the targeting template
so not to have to repeatedly do the same thing over and over and waste
time. Click on Save as
and select Use to use the created or customized
audience for our campaign.

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Publishing Ads
publish ads
After the audience is created click on section to create the
campaigns and Pixels selections to track the progress.

a. click on publish ads tab there the amount of ads can be seen that will
generate # ads according to the targeting and placement splits.

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Click on Generate # ads and a popup will show up with advanced form to
fill up all details.

Fill out all the information, budget and which pixels for tracking details
according to the task info to get from our managers on teamwork.

70
After applying all information generate # ads and then we will be looking
into a screen like this

To publish the ads click on Publish # ads

Go back to power editor and download the account that was being worked
on.
Select the 3 adsets that were created using qwaya and duplicate them
according to the task details and consider the daily budgets that we are
spending for the client.

Click on
Adsets
Select the 3
adsets and Duplicate

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After the duplicate adsets is created go to ads section and select the
images and update the URL tracking link.

Click on ads section
Select all the ads that were duplicated and change the post at once

NOTE:This is so we don’t need to do 1 by 1

Change all details needed to update the UTM tracking link one by one
manually

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After everything is completed send the campaign for sams verification to
put it active.

4. Selecting your Campaign Budget:
Select the correct budget stated in the task per ad or group of ads.

Note: You can assign multiple ads to a single ad set.

In the ad set level, select your ad set.

5. Selecting your Campaign
targeting Audience:
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Select the Campaign Audience in the ad set level. The main targeting
used for most campaigns are the following: Country
● Age
● Gender
● Educational Level
● Targeting
[New Step Role out]
o Single Interest Testing
o Group Interest Testing
o View Content
o Custom Audience – Lookalike Audience
o ReTargeting

6. Interest Per Adset [ New Campaign split Testing Role Out ]
Single interest per adset and one adset handles one image ad. So in
this way which interest and which image ad were performing can be
tested. Optimization can also be tested using this method.

a. Single Interest Testing
By using single interest targeting you can check which single interest
targets and which image ads are performing the best. Break down
these details
● Which Gender were engaging
● Which Age groups were engaging
● Which devices were getting clicks
● Which placements

These details can be broken down and on our next campaign
optimization you will be able to get more leads with very lower costs
per actions and you will build our client audience.

Example for single interest testing: 1 campaign 10 Adsets [single interest
per adset] 50 ads
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b. Group Interest Testing
Select the best performing interests that we tested in the first step {Single
Interest Testing} and you add them all together in one ad set and test them
with different ads. You do this method so you can gather all leads &
registration and create full custom audiences for future campaigns with this
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method. Once you do this it will not need to be done any more audience
testing. We have direct client based that we collected from these steps.

Example for group interest testing: 1 Campaign 10 adsets 10 ads

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c. View Content
Once you generate more than 100 leads or registrations from group
interest and we track them it is time to collect all audience information from
our main master pixel by optimizing it to the view content conversion pixel.

You can create the audience by going to the client Facebook manager:
❖ Click Tools > Pixels > events > view content

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❖ Create audience > custom Combination > event > view content >
thank you page link > 180 days > audience name

d. Custom Audience – Lookalike Audience
After you create the audience by using the view content master pixel,
create a lookalike audience to get more leads and registrations

NOTE: Lookalike Audiences are a way to reach new people who are
“
likely to be interested in your business because they're similar to
customers you care about.”
To create lookalike audience you need to go to:

Tools > Audience > select created VC audience > action > create
lookalike audience

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Select Country > Audience Size > confirm

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fill out the below adset details according to your optimized targeted
audience and performance below.

You will be selecting the main conversion pixels in adset level according to
the performance and optimization review
a. Optimize for view contents
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b. Optimize for Leads or Registrations
7. Optimization for bidding
Optimize your ads according to requirement and targeting. Optimize your
bidding to conversion all times. Bidding optimization may only change
according to a special request by a team leader.

Change bidding option

Click on optimization for ad delivery > select conversions [ by defaults its
selected but make sure ]
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And bid amount should be selected as automatic

82

8. Selecting your Campaign Target Audience:
Select your ad placement in the ad set level whether it is for mobile
news feed, audience network, desktop news feed, or desktop right column.
You should just select “All mobile devices” so it will display to all kinds of
mobile devices.

9. Selecting Ad and Conversion Tracking Pixels:
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Select the ad(s) you just created and select the conversions tracking
pixels which should display on the lower right corner of the page.
Sometimes there will be no selection, sometimes there will be. It
would all depend on the specifications of the task assigned.

After you select the Facebook page, the creative section below will be
activated.

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10. Creating UTM tracking Code:
You should be able to create a UTM tracking link using the below link:

https://www.facebook.com/business/googleanalytics/buildyoururl

example:
85

You will be using the code below. You need to leave out
https://www.facebook.com/business/googleanalytics/buildyoururl and use
the rest so that it will correctly display once the ads run.
?utm_source=facebook&utm_medium=ocpm&utm_campaign=Testin
g-Campaign-For-SOP&utm_term=Testing-Campaign-For-SEO-ADSE
T&utm_content=Testing-Campaign-For-SEO-AD
After which, place the UTM tracking URL on the ad.
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11. Finalize and Upload Campaign:
upload
After you finalize everything, the campaign to facebook

Launch Facebook Campaign Checklist

❏Check if the correct ad account is selected

❏Check how many adsets and ads created

❏Check if daily budget is set correctly

❏Check targetings is correct implemented

❏Check Placements are implemented Correctly

❏Check UMT codes are manually updated in ad level
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❏Check if the correct conversion pixels are selected to track
traffic conversions

❏Check if the campaign name is implemented correctly

❏Check if correct ad images are selected

Landing Page Optimization

Landing pages/Lead gen page performance is key to conversions. When visitors
land on this page imagery needs to be clear and content needs to encourage
them to convert.
Currently Ad Agency Secrets rotates 2 pages at a time to test, but moving
forward it’s customary to rotate 34 pages at a time.
NOTE:
We are using several of our clients to give examples of landing pages.

1) Elements of our current pages
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1) Header contains the offer
2) A main Headline of the page. Headline is designed to really grab the
reader’s attention and convince them to complete an action
3) Clickable download button at the bottom of the page. The button could
also be at the top of the page.
2) Checking Performance Of The Page
To check the page performance we log into the client improvely account located
here.
http://drip.improvely.com/
. To locate the login credentials they are
located herehttps://ppcboutique.teamwork.com/notebooks/63132.
89
a. Log into improvely account
b. Click ad traffic link.

c. Click landing page
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NOTE: You are looking for the column labeled conversions. This column will
determine which pages are performing and which pages are not. The page in the
landing page screenshot above has a 19.3% conversions rate. Ad Agency Secrets
would like to have 20% conversion rate. Since we always want 23 active pages
rotating this means that a new page design should be put in place.
You can also check the tracking link report to see performance here:
a.1 Click The Reports Button
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b.1 Select the tracking links option in the drop down menu
c.2 click on the gear icon
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d.1 select the view split test results options

e.1 determine which page should be removed based on the results. Below the
lp/18/ and lp/19/ have poor improvement results. This is because those pages
were brand new so have little to no data. The page that needs to be removed is
93
lp/7/ which has 10% improvement. This means that the lp/7/ page needs to be
replaced with a new page.
2) New page design
Take a look at the elements that are currently on the page. Header, Headline,
CTA button. Ask yourself what could be added to the page to make it better.
The best way to analyze this is to use this referral guide:
http://thelandingpagecourse.com/
3) Key landing page elements
a)Your Unique Selling Proposition (USP)
A.The main headline
B. A supporting headline
C. A reinforcement statement
b)The hero shot (images/video showing context of use)
c)The benefits of your offering
A. bullet point list summary of benefits
B. Benefit and features in detail
A single conversion goal – your CallToAction (CTA)

94
4) Requesting New Page Design
>> Create an assignment the Copywriter to come up with 2 variations of new
text for the page. The text assignment should include coming up with a 23
sentence opening paragraph, bullet point list of benefits, a headline, sub header
and reinforcement statements.
1) Once the text has been created post the text in a file to be approved by
Team Lead Or Project Manager
a) If the text is not approved, please follow the edit notes that will be
provided
2) The approved text should then be placed in assignment to be added on
the new web page
>> Create an assignment for Web Developer or Facebook Ads Manager to create
“2 hero shot images” using photos from Dollar Photo Club. The image created
should reflect the goals of the page and the brand.
NOTE: If the client has provided photos then use those photos.
1) Once the Hero shot images have been created place inside of slack to be
approved by Team Lead or Project Manager
a) If the image is not approved, please follow the edit notes that will be
provided
2) The approved image should be placed in an assignment to be added to the
new page.
>> Once the page had all the needed element create an assignment for Web
Developer to create the needed variations.
NOTE: In some cases we will only need to rotate in one design, in other cases we
will need to rotate in up to 3. For new clients there will need to be 3 designs.
NOTE: When creating the page make sure that all tracking pixels are in place &
that all images are clickable

NEW PAGE EXAMPLES:
1)
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2)

96
We added the key elements to the new page along with changing the color
scheme of the page.
Color Scheme & The Power Of The Color Wheel
When you are creating a page you want to stick to the client's branding colors as
much as possible. By using the power of the color wheel you can stick to the
branding colors as well as add colors that you might not consider.
In the original page we had blue, white and orange. All of these colors work
because they are in the same color family.
To give the page a new feel we added blue, light green and dark green. This
color makes the page sleek and clean, but still colorful.
Color Example:
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In the landing page above we used blue, dark blue, golden yellow and green.
These are all different colors that work well together.
1) Once the page variations have been created place them inside of slack for
approval by project manager
a) If the page is not approved, follow the feedback and return with an updated
version with the edits
2) Once the page is approved Team Lead will add the new pages into the
rotation in improvely
NOTE:
Please remember to remove the poorly performing page once you add
the new page
NOTE: Remember that if the page is rotating then the weight needs to be set. 2
pages should rotate 50/50, 3 pages 33% a pieces and 4 pages 25% a piece

98
Landing Page Optimization Checklist

❏ Have you checked the performance of your current pages

❏ Have you established all the elements of your page

❏ Have you utilized the color wheel

❏ Have you highlighted your unique selling proposition

❏ Is your call to action prominent

❏ Have you created more than 2 variation of the page

❏ Are all the pixels in place on the new page

❏ Have the pages been approved

99
Facebook Campaign Reporting

1. Step One
Go to Facebook account manager. [URL:
https://www.facebook.com/ads/manager/accounts/?act=73629948
]
a. Click on the account that you want to check stats
Example: Below I selected “Drip Apps” account
2. Step Two
See which campaigns are Live and to check how the ads have performed. You
are looking for which ads gave us sales or leads. How expensive they were and
kill them before you spend more on the ads. Allocate the budgets of killed ads to
an ad that is performing to generate more sales.
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3. Step Three
We need to add which columns that we will be needing to report on. In the
example case I will be selecting these columns
I. Ad Set Name
II. Results
III. Result Type
IV. Reach
V. Cost per Result (USD)
VI. Budget
VII. Amount Spent (USD)
VIII. CTR (All)
IX. Link Clicks
X. Leads (Conversion Pixel)
XI. Registrations (Conversion Pixel)
XII. CPC (Link) (USD)
XIII. Cost per Lead (Conversion Pixel) (USD)
XIV. Cost per Registration (Conversion Pixel) (USD)
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After creating your customized columns you will need to save them so you don’t
need to recreate custom columns every time when you are checking reporting.
After saving your Custom Columns proceed to next step.
4. Step Four
You can now select the created custom column as below Steps

102
5. Step Five
We need to filter to only show active ads to make sure we are not monitoring
inactive ads and we are getting accurate stats.
6. Step Six
Select a time rang and in this case, we select a range of last 7 days.
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Proceed with the Stats to gather all information to kill the ads, run the ads or
optimize the ads.
7. Step Seven
Now we will collect all the information on a excel sheet where we can closely
evaluate all data without any mistakes
Sample:
We mark them as green if the ads are performing & we mark the ads that
haven’t performed as red. This way we know which ads should be killed.
NOTE:
Before deciding on killing or optimizing an ad we should follow these
below steps
a. How much budget per lead allocated
b. How much budget per Application Allocated
c. How much budget on Daily Spend
d. How many Registrations or Leads have been generated for the amount
spend
e. How long have the ad been running
f. If the KPI’s are met
104
These key points are mainly looked into to decide if the ads are performing.
DASEP0915ADSET1
Example: The ad was not performing and was costing
$20
money so we decided to kill the ad and the ad has a daily budget of set.
DASEP0915ADSET2
Let’s also say the ad was the best performing ad in this
$20
campaign and it has a daily budget of as well
Follow the steps below on how to allocate budget from ad
DASEP0915ADSET1 to DASEP0915ADSET2 and how to optimize the best
performing ad.

8. Step Eight
Select the Best Performing Ad
[DASEP0915ADSET2]
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A square window will pop up on the right side of the screen allowing you to edit
If you want to learn what adsets do in facebook please
the Adsets of the ad. click
here
9. Step Nine
a. Go to the place where you can edit the daily budget and add the killed ad
budget to the best performing ad
Not Performing Ad Best Perfoming ad
DASEP0915ADSET1 Daily budget of
DASEP0915ADSET2

Daily budget of
$20
$20
[Ad Killed]
Daily Budget $0 Daily Budget $40

106
As the top example shows that we bump up the budget from $20 to $40 and we
hit the “save and close”.
Continue monitoring the campaigns until they are totally deactivated.

Note:

if none of the ads perform kill the whole campaign and create a total
new campaign
[How to create facebook ads. SOP can be found here]
Facebook Report Checklist
❏ Did you follow all of the steps listed in the SOP

❏ Do you have all the columns needed to analyze the data

❏ Did you export all of the data into an excel spreadsheet so
that it is easier to analyze the data

❏ What are you tracking (leads, registrations or checkouts)

107
❏ Did you look at the last 7 days of data

❏ Have you established the KPI to make sound decisions on
the data
❏ Have you killed the right campaigns

❏ Have you reallocated the budget properly

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1

b. POST TEXT – essentially, the core of what

a. You can use notepad or google doc. when

huge affinity yet its audience is below 25K, then you could consider it to include

If you are going to add a new ad copy piece it has to be approved by the Project

To create lookalike audience you need to go to:

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