Feeling stuck because your Facebook and Instagram ads stop working every time you increase your budget?
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I explain why the real problem often isn’t your ads at all, but what happens after someone clicks, and I share simple ways to find the bottleneck that’s holding your growth back.
I also walk through a real example of how a few small changes helped break through an ad spending ceiling. Listen now and see what might be limiting your ads before you spend another dollar.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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SPEAKER_00
You know that exact number. I’m talking about the number in your ad account, which is like the ceiling where if you push your daily ad spend past that number, then your return on ad spend just falls apart, collapses. Maybe that number for you is like $50 a day. Maybe it’s $75 a day. Maybe it’s $200 a day. You’ve hit that number more than once, had to shut off ads, restart ads, and you started to believe that is the real ceiling on just how high you can scale ad spend profitably in your ad account. Well, if you guessed I know where Quajo’s gonna go, he’s gonna tell me that ceiling doesn’t exist. Well, then you know that by the end of this episode, you’ll understand that that ceiling doesn’t necessarily have anything to do with your ads. It probably has to do with everything that’s happening one click after your ads. So the story goes, I can remember it like it was just yesterday, because right now I’m recording this and it was only like a month ago, but I’m staying with an old acquaintance in China because my family, I don’t think you remember, maybe you do. I lived in China for 12 years. Me and my family, my wife and two kids, got stuck in Mexico like two weeks before the pandemic happened, and we’re still in Mexico. But back in May, we went to visit China again for the first time since we left and got stuck outside on vacation. And I was staying with a friend, his name’s Jeremy, he’s really cool. Well, he speaks Mandarin Chinese, but he wasn’t into it as much as I was into teaching it and doing the whole social media fun videos and Mandarin and all this kind of thing. However, Jeremy he invented a three-sided cool flashcard system to help folks learn Mandarin. And you’re like, Quejo, why are you talking about this? Well, I’m glad you made it to this point in the episode because Jeremy was running Facebook and Instagram ads to that offer. And that offer cost like $79. And he was running ads to it profitably with like 3 to 3.4 X ROAS. He’s given Meta, as it were, a $1 and he’s getting back $3.40. But he had a problem. See, he couldn’t scale his ads past like $50 or $75 a day, or his ROAS would crash. And so of course he is like, Quayjo, you’re coming over to my house. Quayo, help me. You’re literally sleeping on my couch. Actually, no, I was sleeping on a bed in his guest bedroom. I think actually one of my kids may have passed out after playing video games on the couch downstairs at night. I I I digress. I was looking at his ad account, expecting a mess, and what I found was just a few options, things, buttons that needed to be changed in the configuration. But actually, his ads were largely doing just fine inside the account. So then what was the issue? I could just tell you the issue, which was that we added in more ad creative and more variations of ad copy so that he was able to scale. But that would actually be beside the point of this episode. Because what’s happening is the math doesn’t change when you scale, or when you’re spending more money on your ads. It’s the audience size that changes. And so he had just found the ceiling with his current ad setup. And he needed me, an ad manager, just to take one look and say, Oh, do this next thing. So I’ll tell you some more things that you can do further down the funnel after the ads or even after the purchase, or slightly before the purchase, but after the ads to kind of open up this bottleneck on your ads. And if you’re like Quayo, this is exactly where I’m at. Like if you’re running ads and they’re working, you just feel like you don’t know what you’re doing still, even though they’re working, and you feel like they could be working a lot better, then you’re stuck. You need to push past this point because if they’re already working well, of course they could be working better. Head down to the show notes of this episode, and there’s a free ad strategy session down in there. Click the link, apply to the session, and then I will show you one quick thing that you can change to help your ads or funnel situation. Cool? So let’s get back to it. You can’t optimize or scale ads past a ceiling that actually the ceiling is in your offer itself, right? Or your audience side, no matter how many variations of ads that you test. What you can do is change things like maybe the order bump or your upsell and kind of increase more profit that you’re getting per sale or per lead. For example, right now, let’s say that you’re running ads to your 20 or your $47 offer. Do you have an order bump? Because if you don’t, you’re missing out on money. The stats say, along with my experience, that like bare minimum, a healthy order bump should be converting at 15%. 15% of the folks that buy your main offer also buy the order bump. You know, I I got clients who their order bump is converting at like 50%, 5 0, or even 6-0%. And I’m like, wow, okay, that’s a good situation. But if you don’t even have an order bump, you statistically are missing out on a significant percentage of income. Same thing if you don’t have an upsell, which is after the purchase, and order bump is before the purchase. I know you knew that just for the other person that’s listening to this episode and wasn’t quite sure. I I said it, I said it for them. So now as I’m talking through the episode with you, I guess it’s both and yes, there are some ninja ad tricks that you can. Oh, here’s a good example. I usually tell folks, like, have you seen Avengers? You know that guy, Hawkeye, I think. At least he is the good looking one that has like arrows and nor s no superpowers. And you’re like, does he have superpowers? Because he seems to stay alive for like ever. I think he got snapped out of existence though, once. Or did he in in-game? You can correct me in the description below, or in the comments below. He just has like this quiver of arrows. He has like an arrow that does everything, different arrows that do different things for different situations, and that’s like the difference between me and you. I’ve just been managing ads for a long time, and so I can look at the data, see what’s coming, and then pull out my different arrow. And this one is, you know, does this thing, and this other arrow does the other thing. Whereas you might be just using the same like two arrows. I’m using like 20 different arrows, and thus, as it seems, I can get results in different adverse situations without just shutting off the ads and restarting them or giving up, right? Now, for you, there’s this very real situation where you could be trying to piece together an ad strategy either from a course that you bought, which is cool, or YouTube videos that you’re trying to piece together one by one, which can take a lot longer time. And that’s just like looking at this gulf or this void and trying to build a bridge across it yourself. When you very well know that, yeah, you can spend the time building the bridge and you may figure out how to get all the nails and the brackets and the braces in the right spot and the foundational support, plus going out and finding the right wood for said bridge so it doesn’t rot and or fall down into the abyss or the gulf, whatever. Or you could just like shortcut that process and have somebody like me who builds bridges on the daily do it for you. So you can walk across that bridge from now, like literally where your business is at, to more profit, which means more freedom from like the time-consuming things of growing your business, being on that social media hamster will, and you getting to spend more time in the areas that you’re super passionate about in your business, also areas that will continue to grow your business at a more faster rate. If that resonates, the link to hop on a free quick ad call with me, like 30 minutes, nothing more, but definitely nothing less, is in below this episode. It’s been cool hanging out with you for this moment. And I hope until the next time that you see me or hear from me, you’re gonna be implementing a change in your business to move from a profitable business to an even more profitable business. So until that time that I get to hear you or you hear me or see me in the next episode, take care, be blessed, and uh we’ll see you in the next one. Goodbye.
