Original subtitles

Hello and welcome to this bonus training on Facebook ad fundamentals as part of

your business class in flight experience.

My name is Amy Bleefnik and my company is

called five eleven west, and we help online course creators and coaches and

ecommerce businesses grow and scale their businesses with the power of Facebook

advertising. I do want to mention that when I say

Facebook ads, I'm talking about Facebook and Instagram advertising and I'm

specifically diving into the Facebook ad platform in this presentation.

And today we are going to be covering mindset that I think is really important

when you go into playing around with paid media and paid advertising funnel and

audience basics when it comes to just your overall funnel and how you move

people intentionally through to purchase your product, tracking pixels and why

they're important. Setting goals and knowing your numbers

when it comes to running paid advertising campaign structure in Facebook ads

manager, audience targeting when it comes to Facebook ads manager and digging into

the data to understand and know what's working and what's not when you're

running ads. And then we're going to do a case study

where we take a look at the exact strategy that we used to run the ad

campaigns for business class launch.

I was fortunate enough and lucky enough

to be running all the ads for the business class launch, and I'm so excited

to be here and to be sharing all of this information with you today.

So let's dive in mindset.

So when it comes to running paid

advertising, testing is the name of the game.

It, it, it's really helpful to come into it thinking like a scientist and like

you're playing around and experimenting and you're you're essentially buying data

or buying information to understand what's working and what's not when it

comes to your funnel and the ads that you're running.

And because it's not just the ads responsibility to make the purchase or

the conversion happen, there's a lot of different components in your funnel.

Such as the messaging that you're using to speak to your your perfect passenger,

the hooks that you're using to bring people in and attract them to you and to

to take action on your ad, the offer whether it's a discount or a free

discovery call, your audience that you're targeting, the funnel that you're driving

them to or the landing pages or the places that you're driving people to or

your shop experience.

If you are more of an ecommerce, if

you're on the ecommerce side.

And we are building this no like and

trust factor that Sophia has mentioned.

Because it takes time for people to want

to buy something from you.

So back in the day used to be able to run

some ads and people would instantly buy.

Nowadays it takes a little bit longer or

a lot longer depending on your product and your audience to build that trust

factor and have people know and like you and be ready to invest and work with you.

And I also find it really helpful to think of how you purchase things and like

the last person.

That you bought something from, maybe it

was business class and how long you've been following Sophia or paying attention

to what she's been doing, and then you were willing to invest in this program.

I know there's people that I follow where I will generally i already know, like and

trust them a lot, and so I'll buy anything they put out.

Or there's people that I really like where I've been listening to their

podcast for like a year, and then I will buy something like a year after

discovering them. So it's just helpful to think of that and

put yourself in your perfect passenger's shoes when you're thinking about creating

that. Advertising journey and funnel for them.

Ok So for for funnel, audience funnel and audience basics, we have seen this

before. This is the no like trust funnel that

Sophia talks about and I like to also break it down into three different

components or three different ways of thinking about these audiences,

especially when it comes to running paid traffic.

So the no at the very top where people are just discovering and figuring out who

you are, that's the top of funnel.

In the middle of the funnel, you're

nurturing and warming them up and they are becoming they're you are getting them

to like and trust you more.

And then at the bottom of the funnel

they're actually deciding on purchasing whatever it is you have to offer.

And then I also like to think of this in terms of like temperature.

So like top of funnel cold people, they're just beginning to know who you

are or they don't know who you are yet and then they start knowing who you are.

These people are cold.

They've never heard of you before and

they're just coming in.

In the middle of the funnel where you're

nurturing them, loving on them, getting them to like you, getting them to trust

you, they are your warm audience that you're nurturing and loving on.

And then at the bottom of the funnel, these people have checked out your

offers. They're interested in what you have

available, and they are considered hot traffic.

So next we're going to get into the tracking pixel.

So if you've looked around and paid advertising, you've probably heard of a

pixel or a tracking code.

Any kind of paid advertising that you're

doing is going to have some kind of pixel or tracking code so that that platform

can see what's happening when people leave that platform.

So for this example, it's just a snippet of code that you put on your website in

the header section, and that tells Facebook what happens after people leave

Facebook. So they Facebook can know when somebody

hits your landing page, Facebook can know when somebody actually buys your product,

or they can know when you that somebody actually opts in for your lead magnet or

your freebie. And so that's why it's really important

to make sure that you set this up properly and make sure that you're

tracking the actual conversion or the ultimate outcome or goal that you have

with your campaign, whether it's a purchase or an opt in, etcetera.

Facebook guides you through this process now better than they used to, but there's

a lot of really great information out there that's platform specific.

So if you're using like Squarespace or Kajabi or Shopify.

There if you just Google how to set up the Facebook pixel for those platforms,

there's really great like free videos on YouTube to show you how to walk through

it. Or those platforms help documents or

documentation or like support areas.

Also have really clear instructions

generally on how to set up your Pixel initially and then how to track that

conversion. And some platforms do it automatically,

like I know for example kijabi automatically tracks when a purchase

fires when somebody buys one of your products.

There's also something called the Facebook Pixel Helper, which is a plugin

that you can install on your Chrome browser that allows you to see if the

pixel is properly installed and if the conversion event is actually firing on

the ultimately confirmation or thank you page that people land on after they buy

or become a lead.

So I highly recommend downloading that

tool to help you make sure that your pixel is properly installed before you

start running traffic.

So now we're going to get into setting

goals and knowing your numbers.

When you think of running a paid

advertising campaign, it's really helpful to think of the intended outcome like the

ultimate goal that you want that campaign to accomplish.

And obviously, we all want more sales and more clients and more customers.

But because of this funnel that we've talked about, we know that people are

going to come from cold at the top of the funnel and become customers right away.

It's like dating, you know, you got to, you got to build and nurture that

relationship. So not every ad campaign is going to be

bye, bye, bye, bye now.

So you want to think of it in terms of

different sections of the funnel and these are the different objectives as

they're called in Facebook.

But ultimate outcomes are goals that

you're trying to accomplish with the campaigns.

There's more in Facebook, but these are the, I feel, the most important ones and

the ones that I generally use or focus on when running ads.

The first one is video views.

So you can set up a campaign that's

specifically targeting people who will watch your videos.

The ultimate goal of that campaign is to get as many people as possible to watch

whatever video you're driving that ad traffic to, usually within Facebook, like

on Facebook when you upload the video to Facebook.

There is engagement campaigns, meaning if you have some organic posts or just

content that you want to share that's not necessarily driving traffic anywhere, or

even if it is driving traffic somewhere, you can set the objective or the main

purpose or goal of that campaign to get to show up to people who are more likely

to be engaged, to like to comment, to share and build up that engagement on

that post or social proof on that post.

Another objective is traffic, meaning

link clicks or landing page views.

So driving people off of Facebook to your

landing page or your sales page or maybe even a blog post that you just want to

get a lot of people to start knowing, liking and trusting you through reading

your amazing content that you're posting on your blog, for example.

There's another objective called lead generation, and this gets a little

confusing because Facebook has its own lead generation.

Form that you can create as an ad.

And this can be really helpful if you are

just getting started and maybe you don't necessarily have a landing page or a

landing page builder or even a website, but you are interested in driving and

collecting email addresses and getting leads and generating leads online.

This is pretty this is pretty helpful for service providers like especially local

service providers. You can set up a lead generation campaign

where people click the link and it opens up a form within Facebook where they can

fill out their information, and then you can go see everybody's information on the

back end of who filled out that form, and then you can contact them or follow up

with them, whoever you choose.

But there's another way to generate leads

on Facebook, and that is through a conversion campaign, and conversion

campaigns can be to ultimately get someone to opt in as a lead.

To get someone to purchase ultimately, to get someone to initiate checkout

ultimately, and to get someone to add to cart ultimately.

So you might be asking like, why would I want to drive people to just initiate

checkout? Sometimes when you're running ad

campaigns, if you're just getting started, or you're brand new, or your

pixel doesn't have a lot of data on it, it might be hard for Facebook to know or

see. Okay, this is what people who purchase

from you look like.

So you might need to back it out a step

and that could be backing it out to adding to cart or backing it out to

initiating checkout or even just like viewing the page or becoming a lead.

And so there's a lot of different ways to look at it, but conversion is can be

multiple things and that is either ultimately a lead or a purchase.

So when we look at the, the funnel graphic that we saw before, I'm showing

you the top, middle and bottom of funnel again, but this time it has the different

kind of objectives or ultimate outcomes.

That you would set up the campaign for.

So at the top of the funnel, we would generally probably run video view ads or

engagement ads or traffic ads if we're driving people to our blog or like free

valuable information that we're offering.

You just want to get more new cold

eyeballs into our ecosystem to then move down the funnel into the middle of the

funnel where we capture their email address either through a lead form or a

lead conversion ad and we're nurturing them with emails.

And maybe even nurturing them with more valuable content or videos in the middle

of the funnel there.

And then at the bottom of the funnel, we

are asking them to either initiate purchase or add to cart or ultimately buy

the offer that you have available that's helping them.

So it also helps to set your goals and know your numbers and this is going to be

so different for everyone.

So it's hard to kind of be encompassing

and give like specific examples but.

Basically it boils down to like thinking

of your revenue goal and working backwards.

How many sales do you need to reach that revenue goal?

How many leads do you need in order to get that many sales?

What is your conversion rate once you get?

Like if you do discovery calls or booked calls, what is your sales conversion rate

once you get on the phone with them? How many booked calls do you need?

How many leads or webinar registrations do you need in order to lead to that many

booked calls? Or how many leads or webinar

registrations do you need in order to lead to that many?

Paying customers or have that many sales.

So you want to just kind of map it out

with starting with your ultimate goal at the top and then working backwards and

then think of these numbers as well.

And sometimes, like, I know a lot of

people who have been in business for a long time who don't even know these

numbers yet, but these are really important.

And if you're just getting started, it's hard to figure this stuff out.

So it is literally just like making something up to have a baseline to start

with. And then once you start getting that data

in and acting like a scientist and experimenting, then you actually you have

something to compare it to and then you actually start getting baseline data that

you can use and compare it each time you're running a new campaign, so.

How much are you willing to pay to acquire a new customer or even acquire a

new lead? And that depends on what your funnel

looks like. Like if you're an ecommerce business, you

know that people, I'm skipping to the bottom here what your average order value

is. Generally when someone comes to your your

shop and they buy something, you know that they generally spend 150$ for.

Example so you might be willing to spend 50$ to acquire that person, knowing that

they're going to spend 150 Or knowing that they might buy more from you down

the line, like if you have an ascension ladder or a different offers or up sales

or cross sales that you put down the line.

This is more I guess leaning towards service based businesses or coaches.

You know that if you pay a little bit upfront to acquire that person, they're

going to end up spending a lot of money with you over time and that's what your

lifetime customer value is, your customer lifetime value.

This can be different for everybody depending on your model and what you have

to offer.

Sometimes it is just a one and done like

if somebody will come to you if you and get your service and then they won't

probably won't come back to you again and be repeat customers over X amount of

months or years.

So it just depends on what kind of

business you are.

But it's really helpful to think through

these numbers so that you feel comfortable going into running paid

advertising and saying, yeah, I'm willing to spend five ten fifteen twenty.

50$ to acquire a lead or 150$ to get somebody on the phone with me and and

book a discovery call with me because I know I'm going to convert X % of those

people into my high ticket coaching package.

So you can see how this is very different depending on your your audience and your

offers and your and your business model.

But these are really important to think

through before running ads so that when you start running ads you're not just

like I'm wasting money and nothing's happening, it's helpful to have this

clear path and clear understanding of.

What you're willing to spend, so how much

should you spend? I hear this question all the time.

And the annoying answer for most of these things is it depends.

It depends on your, it depends on your market, it depends on your audience.

Do you have a big warm audience, do you not?

Are you driving to an ecommerce store? Are you driving to a coaching funnel?

Are you driving to a court, online course or a webinar?

What does this look like? So think thinking through those numbers

that we just mentioned in the last slide.

What is your marketing budget?

Do you have a little percentage of your revenue or your investment in your

business that you have set aside to dedicated to marketing and getting people

to to know who you are? If nobody knows who you are, what you

have to offer, then nobody's going to be able to buy from you.

So marketing is really important and it is important to have that as a line item

on your budget or set aside some money as part of your budget to get people to

know, like and trust you.

If you're just getting started and you're

just kind of like bootstrapping it and like figuring it out as you go, I always

recommend for Facebook advertising at least starting with 25$ a day for like 5

days Facebook takes when you turn on an ad campaign.

Facebook's algorithm is amazing and they optimize with that objective in mind that

you have set and you're creative and they're doing all sorts of things on the

back end because they want to make sure that your ads work so that you spend more

money with them.

But they need at least three days.

To kind of stabilize or if you give face, you need to give Facebook at least three

days to kind of like figure stuff out when you turn on a new campaign.

And that's why I say it's a it's good to spend like twenty five bucks a day for

five days because it gives them that three days, those three days to stabilize

and then a few extra days to let it run at that, ideally stabilized from that

ideally stabilized place.

So that's just anybody who's getting

started. Just try 25 bucks a day for five days.

Take a look at the data, understand your numbers, understand what's happening in

your funnel and on the once you send them away from Facebook, and then see what's

working and what's not.

Campaign structure. So this is, I feel

like a helpful way to kind of pull back and look at how campaigns are structured

from within the Facebook ads platform.

Because once you get in there and start

building it, you're kind of like, what's a campaign?

What's an ad set, what's an ad? What's the difference between all these

things? This is just a fundamental view of what a

campaign is and what's nested within the campaign.

So these are the different levels of a campaign.

Within Facebook ads, at the very top, we have the campaign level, which is where

you set the objective, which is video views, traffic purchase conversion, lead

conversion, those kinds of things.

So you set that objective at the campaign

level and you can also set the budget here, but I'm going to come back to that

in a second.

Then within the campaign, like nested

within the campaign, kind of like the Russian doll structure, there are ad sets

and at the ad set level you set your budget.

You can set your budget here as well, which I'm going to talk about in a

second. You set the dates and times of the

campaign runs, you set the audience targeting and the placement and then the

bidding. The most important thing here that is, is

the biggest piece of the ad set is the audience targeting and the placements.

So audience targeting is who you want the ads to show up for and then the placement

is. Where you want the ads to show up.

So if you wanted to show up on Facebook or Instagram or Instagram stories or

Facebook stories, you can set those placements there.

General recommendation when you're getting started and doing those small

tests, I would just let it stay at automatic placements.

When you go in and start building the ads, you'll see what I'm talking about.

You can just leave it on automatic placements because Facebook's algorithm

is pretty good now and will only show the ads in the right places at the right

time. But the audience targeting is the biggest

thing that you can control here.

And obviously the budget.

And then within each ad set, that's where you build out the ads.

These are your creative pieces.

The images, the videos, the copy, the

headlines, those kinds of things are what you're going to be testing within the ad

set. So each ad set is an audience, and each

audience gets a handful of ads that you're going to put together and show

people and test against each other to see what works best and what doesn't.

Generally, I like to try about three different images.

Maybe one or two copy variations, or two images and one video and one copy

variation. You don't want it to be too crazy

different because you want to be sure that you're a kind of a B testing or only

testing a few different changes or different components.

Specifically the the, the creative or the images.

Because you want them to be thumb stopping and grab attention and then

people will read the headline and then people will read the ad copy.

So back to the budget thing.

You can set the budget at the adset level

or at the campaign level.

Facebook was trying to get everybody to

set it at the campaign level for a while, but they've kind of gone back and let

people continue to set it at the adset level.

And this is important because at the adset level, like I said, you're that's

where you set the audience.

So you want to make sure that each

audience gets a fair shot.

So when you're testing, I would recommend

setting the budget, the 25 bucks a day per audience at the adset level.

So that you ensure that each audience gets a fair shot with those different ad

variations you have within each ad set at campaign budget optimization at the

campaign level. This is more if maybe you have a shorter

period of time, but also if you have a bigger budget.

I do think that that campaign budget optimization is better for people with

larger budgets, like 200 bucks a day and above 200$ and a day and above.

So if you do have a larger budget and you're trying to test.

A bunch of different audiences and creatives.

Then I would do it at the campaign level, because then Facebook's sharing that

budget across everything underneath it, and Facebook will pick the ones that are

performing the best and pick a good audience or two and a few good ads or two

ad creatives or two, and then just run with those and so the other ones won't

ever really get a chance.

To be seen or to be engaged with to even

see if they're good ones because Facebook wants to find the best winner or the best

performing one the quickest and then just show that more than the others and so the

others don't get a fair shake.

So if you're trying to truly do like

testing with your audiences and your ad creatives, I would recommend setting it

at the the ad set level or if you have a smaller budget, if you have a larger

budget above 200$ a, day then I would set it at the campaign level.

So these are there's a CHEAT SHEET that's available that kind of walks you through

building out an ad and these are the things that you need to think about

before going into creating your ad campaign.

You want to think about the desired action or the outcome or the objective.

So that's again video views, engagement, traffic, link clicks, lead conversion or

purchase. What is the ultimate goal of this

campaign and how is that supporting that messaging and everything you're running

and that campaign supporting that ultimate desired action?

The destination URL if you are taking them off of Facebook.

So if you are driving to a landing page or a blog post or a product page, you

have a URL that you're specifically driving them to.

So you need that to be ready and you need that funnel behind like after that URL to

also be set up and ready to accept traffic.

Then you have ad images or videos which I mentioned before.

I like to start with at least three different images, or two images and one

video and then one ad copy variation, maybe 2 if you have a larger budget.

And then an ad headline, so I'll show you some ad examples later with the business

class launch. But on Facebook with the ad, there is

like some headline copy that shows up in the news feed.

But Instagram doesn't have the headline copy.

So it's just the main like block of copy.

So those are the different components

that are in the CHEAT SHEET that you can use to plan everything out before you get

into ads manager so you feel prepared and you have everything kind of all gathered.

To then just build out once you get into the ads manager platform for audience

targeting, we've already kind of talked about this is again this funnel visual

which is I think is really helpful, but we have the top of funnel cold, middle of

funnel warm, bottom of funnel hot.

And so now I want to break it down how it

looks, what that looks like in Facebook ads manager.

So cold audiences if you have a decent.

A large enough list and that it can be

anywhere from 100 to a thousand or so as the minimum.

The larger the list, the more data you have the better.

But you can create look alike audiences based on say for example your email, list

or people who engage with you on Instagram, or people who engage with you

on Facebook if you're more prevalent on Facebook, or people who have visited your

website over X amount of time so you can set up all these.

These are considered warmer audiences, people who are already engaging with you,

people who are on your email list.

But you can create a look alike audience

based off of those people.

So if you already have a decent following

or decent engagement on your Instagram account or a Facebook account or you have

a really good email list that's over a hundred to a thousand people, then you

can upload that and create a look like audience and that can be your first cold

audience to test.

The ultimate Holy Grail with these is if

you have a list of at least 100 people who have purchased from you before.

And uploading that into Facebook and letting Facebook know, like, these people

have spent this much money with me, that can be really powerful because Facebook

can then go find people who look like people who have already purchased from

you. So you can kind of see how the quality

would be better if it's an audience that is more likely to buy or is way more

interested in stuff that you have to sell or to offer another cold audience.

Structure that you can use in Facebook ads manager is interest based audiences.

So if you don't have any, if you're starting from scratch and you don't have

any warm audiences that you can create look like audiences from, you can do

interest based audiences.

And this is where you take a look at all

the research that you've done for your perfect passenger and you maybe do a

little more digging on to like what kind of interests and things they're into.

What are their influencers that they follow?

What are their publications that they read, bloggers that they've listened to?

Tv shows or movies if that's relevant to your to your offer and to your audience.

But you can type in different things in the Facebook ads platform to see, to

target people who like stuff like that.

So for example, we wanted to target

entrepreneurs or people who are looking to start a business and so one of our

categories of cold interest based audiences was.

Entrepreneur software.

So like Squarespace or Wix or Weebly or

people who are using stripe or square for their payment processors, or people who

are interested in Shopify or Woo commerce for ecommerce people.

So these are all software tools that people who are entrepreneurs are probably

engaging with and reading content about liking on Facebook.

It doesn't necessarily mean they like that page.

It could just mean if they have shown some kind of interest in Shopify, whether

that's they've clicked to go to a Shopify page or like Shopify probably has a pixel

on their page so they know that they've gone to that page.

That's where it gets a little creepy as far as like following you around the

Internet. But that's an example of using interest

based audiences to target our ideal audience based on what we know about them

as a perfect passenger.

I already kind of went through what a

warm audience is, but these are people who have engaged with you on any of your

social platforms, Instagram or Facebook, who have watched your videos.

Like if you do regular lives or anything like that.

You can target people who've watched your videos to certain percentages, people who

follow you who like you, or people who are on your email.

List these are your warm audiences and the people that you're nurturing and

building that like and trust factor with no like and trust factor.

Hot people hot.

Audiences are people who have visited

your sales page but didn't buy or initiated check out or added to CART but

didn't end up buying.

So these are this is where you can do the

creepy. Like if they added to cart.

Like if you go to Amazon, you check something out or you're looking on a

ecommerce site and you add some stuff to your cart and then you don't end up

buying, then you see it in your feet as you're scrolling.

That's the kind of retargeting that you can do with your hot audiences at the

very bottom of the funnel.

So where do you start?

There's all these different options.

It it can be a lot, but I recommend

starting with low hanging fruit.

If you already have a a, a, a, a store

online, an ecommerce store or engaged audience, start with your warmer hot

audiences so and build that first because you're going to be retargeting them to

get them to take whatever next step is that you want them to take.

They're already warm, they already know who you are, and now you're just asking

them for their email address or you're asking them to check out this new

product. For ecommerce there's something called

dynamic product retargeting and that is what I just mentioned before where like

if you add something to your cart or you check out specific products and you see

it in your feed.

If you use something like Shopify, I even

think WooCommerce has this.

They have an integration with Facebook so

you can create what's called a product feed and that.

Loads all of your products into Facebook and Facebook.

Pulls your images and pulls your descriptions and titles and things like

that to show up to show those dynamic products to people based on who's added

them to their cart or who's checked them out before.

So I would recommend, if you're an ecommerce business and you already have a

good amount of traffic going to your site, starting with dynamic product

retargeting if you're not an ecommerce business.

And you're doing like a coaching funnel or an online course or online programs or

things like that.

Just retarget your warm existing audience

with the next step or your latest offer.

So drive them to the email opt in, drive

them to make a purchase, or offer them a first time purchase discount or second

time purchase discount.

Or book a free call with me, a free

discovery session, a free coaching session.

Or you can do some kind of customer loyalty campaign, getting people who have

already purchased from you to go back and buy again, whether it's a refill of

something or. Just the newest different upgrade or

whatever. If you don't have any of those warm

audiences or you don't have a Shopify store, an online store, ecommerce store

that's getting a decent amount of traffic, you will want to start with

brand awareness, which is cold traffic, top of funnel building that bringing in

people to even know who you are, bringing them in cold, bringing them into your

ecosystem. And so this is where you start with those

look alike audiences if you can or your interest based audience targeting like I

mentioned. And you just want to share valuable

content. You want to drive people to watch your

videos, you want to get people to opt into your email.

List and if you have posts that are doing well organically like you're posting on

Instagram or you're posting consistently on your Facebook page and you see certain

posts that perform really well, put some ads, been behind them and run them to

your cold audiences to bring in new cold eyeballs into your ecosystem.

So now let's talk about digging into the data, the data.

I don't know why I said it like that.

Digging into data.

So what stats matter? These are the stats that I look at, and

there's some definitions on on the CHEAT SHEET that you have, but these are the

main ones that I look at to check out how things are working in my campaign.

And a caveat here, something to think about is.

Pulling back and looking at all of the numbers and considering what they all

mean, kind of working together in concert.

Like if you decide to focus on one metric and you're like, I want to get the

cheapest leads possible, you could be running campaigns, getting really great

cheap leads, thinking it's going really well.

And then down the line you realize actually those people weren't that

qualified or they ended up not purchasing from me ever, or they were like freebies,

seekers or whatever so.

If, if you are getting a good cost per

lead and you're excited about it, if you're not kind of pulling back and

looking at everything and like of those people who are actually buying from me

who is actually booking a call, then you just, you get one piece of the pie or one

piece of the picture.

And so you don't completely understand

how things are all working together and where things are working and where things

aren't. I don't know why, I just did the robot a

little bit. So c p m cost per mil, this means cost

per thousand impressions.

And this is generally what paid platforms

charge you on.

But this is this is a metric that I use

to determine how quality does Facebook think my ad is?

Because if it's really expensive then I know maybe my ad isn't resonating with

the audience that well and so Facebook isn't really favoring it or giving me a

good c p m or good cost per thousand impressions.

Or it can also be used to determine how competitive that audience is.

It's like if you're running some different audiences that you're testing

and you see one of the audiences has a really high c p, m then you know, maybe

that one's just really competitive, but all your ads are working in other places.

For example, targeting entrepreneurs online or coach anybody in the coaching

space is very competitive and c p m 's are generally really expensive.

Anywhere from like 30 to 50 to 60$ cost per thousand impressions.

Again, it depends on your industry and your target audiences and your specific

offers on what your Cpm's are going to look like.

But you don't start to understand or know what these things mean until you start

actually playing around with and collecting data and information.

The next one is cost per click.

So this one is is more of a just a way to

keep an eye on how things are working.

But how much is it costing me for someone

to click my link and go to my product page or someone to click my link and go

to my landing page for my lead magnet? It's just something a metric to keep an

eye on and be sure that you're comparing to each other to see what what it is

costing you to drive that traffic.

The clickthrough rate is the percentage,

the the conversion rate from people who have seen the ad to people who actually

clicked and took that action.

The clickthrough rate.

I can actually give you a baseline on this on what a, a good performing

clickthrough rate is on Facebook advertising and that's generally anything

above 1 %.

If it's way above 1 %, like 2 or 3 %,

then you're doing really, really well.

If it's lower than that, then maybe

consider trying some new creative.

What this tells me is the the ad that I'm

showing in the feed or in the story, that it's doing its job of getting people to

click and take that action and see what's next, see what the next step is, or that

I've hooked them in and they're intrigued and now they've clicked and taken that

action and you want that to be around 1 %.

But this is an example, another or this is an example of why getting focused on

one metric could be detrimental.

Because if you're just focused on like if

you have a lower clickthrough rate than one, but you're getting a really good

cost per lead or you're getting really great return on ad spend and people are

actually buying your product, then who cares if the clickthrough rate is low?

So it's just another reminder, just kind of pull back and look at everything.

And if you're getting your ultimate desired outcome and but the clickthrough

rate is lower than 1 %, like who cares? Landing page conversion rate.

So this is out of all the people you are driving to your landing page or to your

product page, how many of them actually convert into a lead or convert into a

customer? And this is taking number of leads

divided by number of page views, landing page views and you can get this stat.

You can get landing page views in the Facebook ad manager platform in

reporting, but you can't, it doesn't show you landing page conversion rate.

So you'll want to calculate this yourself.

For leads, lead magnets, or freebie opt ins, a good landing page conversion rate

is anywhere is is anything above 20 % you want to ideally get to 40 or 50 % and you

you'll do that by a b testing and trying new things on your landing pages to make

people complete the action that you want them to take on the landing page become a

lead, but anything above 20 % is good industry standard for purchases.

It can be.

It depends on your it depends on your

industry, or your niche or who you're targeting or your offers or or even the

price point of your offer.

But generally on a on a purchase page,

anywhere from three to 5 % is considered to be good cost per lead.

This is how much it's costing you to collect someone's email address.

So if you're driving lead conversion campaigns, how much are you paying for

that email address to add them to your newsletter to bring them into your

ecosystem and and nurture them? Cost per acquisition?

Generally this is used to reference cost per purchase.

So like ultimately out of like all the people who have driven, who have driven

traffic, who have become a lead, how much it hasn't costed me to get someone to

buy, what is my cost per acquisition or cost per purchase?

Cost per acquisition can be interchangeable for like if you're

driving people to your app like you want people to download your app, it could be

cost per app, download, cost per app acquisition.

But generally it's used for purchases return on ad spend or people say in the

Facebook ad world row as this is the return that you're getting for your ad

spend. Basically self-explanatory like how much

should I spend on Facebook and then.

Out of how much I spent on Facebook, how

much revenue did I make and what was the return?

Some people say speak to this in like percentages.

Some people say like 2X or 3X I'm generally, I generally say 2X or 3X And

what that means is I put 1$ into Facebook and I made 2$ or I put 1$ into Facebook

and I made three dollars 2X or 3X All right.

So now I'm going to jump into the case study for.

Business class and what we did to get this launch going.

So even before the launch we ran some prelaunch ads to grow the email list and

to build and increase the warm audiences.

So Sophia released the side Hustle Bible,

we promoted that with Facebook ads.

And she has a huge warm audience, people

who have been following her for a long time, who have read her books, who have

gone to her events.

Especially on Instagram.

So this was really fun to and easy to retarget this big warm audience.

We also did cold audience testing so potentially people who maybe had heard of

her before but hadn't necessarily taken any action or come into the ecosystem

yet. So we were able to do some really good

look alike audiences and some interest based targeting like I mentioned before

with the like entrepreneurship software interests that we targeted.

And then she also did a partnership with commune where they were promoting the

free access to her course.

And so they ran a bunch of video ads

promoting free access to that course for that limited time.

And so that helped us to build up our, our warm video view audience because they

watched the commune videos that they were promoting.

So that was really helpful as well.

So I'm going to show you some examples

too on the ads that we ran.

So these are the side hustle Bible ads

that we ran.

And like I mentioned, Sophia had such a

big warm audience to start with that we were able to run ads to grow email list

with this low cost ebook.

So generally you run to like a lead

magnet or a freebie.

Free download, free course, free mini

training, free checklist, free CHEAT SHEET, whatever that might be.

Free guide.

But because Sophia had such a big warm

audience we were able to charge 19$ for.

It this is a good way to help cover your

ad cost so generally with something like this.

At the top of the funnel, especially with cold audiences, you're probably going to

break even. So like say you pay 19$ to get that lead,

but they paid 19$ for the ebook, you're kind of breaking even and that's covering

the ad costs.

That is way more likely to work for

people who have the a bigger warm audience to start with.

If you're just starting, it might not be, it might not be break even, or profitable

so actually Sophia's were profitable because her audience was so big.

Most people would be closer to break even or a little bit below.

But you're investing in bringing those people into the ecosystem to then nurture

them and move them to the next, next stage of your funnel.

Ok. So now we're going to get into the actual business class launch campaign.

So these are the campaign objectives or the intended outcomes like I mentioned.

Of all the different kinds of campaigns that we ran for this launch, so we did

some engagement campaigns at the top.

We did free class registration, so that

was a lead conversion campaign.

We did free class replay, which was a

lead conversion and a traffic campaign for people who registered for the live

webinar but didn't show up live.

We just retargeted them to drive them to

the watch page.

And that was just traffic because we

didn't need to convert them as a lead again because they already are on our

we're on our list.

Sales page retargeting, that's

retargeting people who visited the sales page but didn't buy.

So those were purchase conversion objectives that we set up for sales page,

abandoned CART and then urgency messaging as the cart was closing or it was

becoming, it was coming closer to the deadline to register and sign up for

business class. And now I'm going to walk you through

examples of each of those, okay.

So the engagement objective ads these.

The intention of these ads were to amplify the reach and the impressions of

the organic announcement posts that Sophia made on her accounts.

So this was to generate general awareness to her existing audience, letting them

know that business class is now available.

So we had a video that we ran on Facebook and then we had this organic Instagram

post that did really well.

We put ads been behind it to generate

engagement, likes, comments, shares, excitement.

So more and more people could see it.

We got more and more impressions, more

and more reach that business class is here.

Then we did lead conversion ads for the free class.

So the intention of these ads was to drive people to register to build that

like and trust factor to get them to show up for the live class and we ran these to

her existing warm audience and then we also did new cold interest based and look

alike audience targeting for both of these and you can see that we ran.

Some Instagram story specific ad creatives videos of Sophia talking which

did really well because of a lot of her audience is on Instagram.

And then we ran straight up just image ads in the in the different feeds.

Then we did the replay watch and and lead conversion ads to get people to either

watch the replay if they registered and didn't show up live or we also kept

running just cold traffic into.

Check out the the free class on demand,

because it had already happened, they were able to register and just access

that right away.

So again, the intention of these was to

continue to grow the email, list continue to get people to register and build the

warm audience, but also to remind people who didn't attend to go watch the actual

replay. And again, we did some story ads for this

and then some image ads in the feeds.

This one is for people who attended the

live webinar. And we wanted to remind them to go check

out the business class sales page.

So the intention of these was to drive

them to check out business class if they hadn't yet, if they attended the webinar

live. So we did some Instagram story ads and

then some image ads.

And you can see that the messaging on

each of these creatives is speaking specifically to that next step that we

want them to take.

Like I'm so glad you joined me, check out

business class or? This one is swipe up to watch the replay.

I'm so glad you registered, but swipe up, you missed out.

Watch the replay.

This is the sales page retargeting

purchase conversion ads that we ran.

So the intention of these was to drive

people who had visited the sales page.

So whether they come from the webinar,

came from the announcement or anywhere else, they would have checked out the

sales page at some point.

And now we are reminding them to go back

and check it out.

The doors are closing, time is running

out. We ran more specific urgency messaging

later, but these were just to stay top of mind and remind them to go back and check

out business class again.

So this is considered that hot audience.

These were the abandoned checkout, retargeting, purchase conversion ads.

So these were slightly different messaging.

Sophia did an Instagram story ad that was more specifically like, OK, I've seen

that you've checked this out, like why haven't you joined us yet, calling them

out to go back and check it out because she thinks it could be really helpful for

them. This is considered super hot audience as

well and we had specific copy and messaging on the image ads saying like

forgot something. Be sure to check it out.

Don't don't miss out, you're we're saving your spot.

We also ran testimonial ads so these were I think we ran these to warm and hot.

Yeah, we ran these to warm and hot traffic at the bottom of the funnel.

For people who are considering or maybe on the fence about business class,

testimonial ads can be really, really powerful.

So we ran some Instagram story user generated content type Instagram story

ads and then we also ran some just graphics with testimonial quotes that

showed like actual results from people who had gone through business class

before. And these are always really powerful for

overcoming objections and helping people to make that decision, showing the social

proof and the evidence that what we have to offer works.

And then we did urgency messaging, retargeting, purchase conversion ads as

well. So the intention of these was to create a

sense of urgency for the entire warm and hot audience.

So we kind of pooled everybody together as time was running out, ran ads to them

letting them know the doors were closing for business class.

And we played with some fun short video ads to just kind of stay pop top of mind,

be playful and remind people to go back and check out business class because the

doors were closing soon.

So here are some of the, the stats or the

KP I's that we were looking at as we were running this launch and that we pulled at

the very end.

So this is overall out of every out of

all the campaign ads been that we did, our average cost per lead for the free

class was 2$ and sixty two cents per lead or per webinar registration on average

the average cost per acquisition CPA For purchasing business class was 193$ and

fifty five cents so that means we paid 193$ and fifty five cents for each person

who purchased business class from our ad campaigns and the overall return on ad

spend was 10 3-3 X.

So that means for every dollar we put

into Facebook, we made 10$ and 33 cents which is pretty exciting.

So overall, just lessons learned from running this campaign that I wanted to

share with you are we found out that Instagram story, this is the kind of like

stuff you want to look back on when you run a test or you run a campaign, like

what worked, what didn't.

Instagram story has performed really well

for Sophia's audience.

Almost all of the purchases came from

that came from ads, came from mobile, which was actually a little bit

surprising to me at least.

So that's just something that you would

learn from a launch or a campaign and be like oh like when I'm designing my

landing pages or when I'm designing my sales pages.

Think Mobile first because most of the traffic came from mobile.

Last time most of the purchases came from mobile.

We were testing different audiences as we went along.

So there were some cold audiences or interest based or look alike audiences

that we were testing as we were going because this is like a three-week window.

And we were turning off ones that weren't hitting our CPA goals and then scaling

and increasing the budget on the ones that were as we were going along.

And then overall, this is just something like an an insight just from running

campaigns across the board.

Facebook's algorithm is very smart.

It's getting smarter and smarter.

And Facebook wants to make it easier and

easier for advertisers to run ads on Facebook ads platform.

So they want to simplify everything for you as the advertiser as much as

possible. And back in the day, you used to want to

run different creative for all the different placements like Instagram

versus Facebook versus right column versus Instagram stories, which you still

do for Instagram stories.

Want to run a completely different

creative type because you wanted to look native to Instagram stories.

But we were able to just run 1080 by 1080 square images across Facebook and

Instagram because now if you've noticed like the Facebook update.

Most of the images you see now, even on the right column ads are squares.

So they made it easier.

So you can upload one ten eighty by ten

eighty image and run that across all the placements and Facebook does all the work

of finding the right people at the right time to show that creative to and to

optimize based on that objective that you set at the very beginning.

And that's all I have.

So thank you so much.

I hope this was helpful.

I know it can be a lot of information,

but I have every bit of confidence that you can figure this out, approach it like

a scientist, have fun playing and learning and buying data and collecting

information to know what works and what doesn't and how to get people to move

through your funnel to buy the amazing stuff that you have to offer.

My name is Amy Bleefnick again.

You can find me in the lounge at Amy five

eleven west on instagram and five eleven west dot com is my website.

I'm happy to talk about this stuff all day.

I'm happy to answer questions and thank you so much.