Facebook continues to be an effective platform for promoting your online business. This is why we have decided to dive deep into the world of Facebook Ads today.

Our powerhouse team will answer the top Facebook Ads questions you’ve been sending our way.

In this episode, we’ll share expert answers that will help you to drive positive results. We discuss the right mindset in budgeting for your Facebook Ads to see results, the power of targeting secondary audiences, and the importance of a simplified testing methodology.

But we’re not here just to talk about Facebook Ads concepts. Instead, we’ll answer your most pressing questions by citing practical examples and techniques. We’ll also go through a step-by-step demonstration of how to efficiently test your ads.

If you want to maximize the power of Facebook Ads for your online business, this episode offers a wealth of valuable tips, insights, and strategies. Join us as we answer your burning questions and uncover the secrets to achieving success with Facebook Ads.

In this episode you’ll hear:

• How to determine your ideal Facebook Ads budget based on data
• The power of targeting secondary audiences 
• A step-by-step process for simplified testing and optimizing your Facebook Ad

Links & Resources:

• Rick’s website
• DM me on Instagram
• Full episodes of The Art of Online Business Podcast on YouTube

Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

• Visit Kwadwo’s website for Facebook Ads help
• Say hi to Kwadwo on Instagram
• Subscribe to Kwadwo’s YouTube channel to learn with him as he learns about personal finance, financial freedom, foreign languages and enjoying life!

Timestamps:

00:00 — Introduction
03:32 —Are Facebook ads still viable in 2023?
06:31 — Why Rick hates the term ‘tripwire’
10:22 — Choosing SLO funnels and focusing on leads
16:37 —Why Facebook wants course creators to succeed
21:03 —Lower cost, higher profitability
22:03 — Smarter AI learns from data to target ads
26:59 —Simple math to guide your Facebook ads
31:08 —Targeting secondary audiences
34:00 — AI tools for research
38:37 — Empathizing with the right questions
42:32 — Episode wrap-up

Please support the podcast by giving an honest Rating/Review for the show on iTunes!

Kwadwo Sampany-Kessie [00:00:00]:

If you didn’t ask the right questions, you wouldn’t ever know that. And you’re like, of course, this person’s not really trusting you. You haven’t talked to them for a week and a half. So, yeah, we ask a lot of questions on the call. We identify some things that can be tweaked. You leave the call with some action items that you can go and implement inside of your business. And then if you decide to book a second call with me, you can book a second call. That’s how we do those funnel fixing, energy calls.

Rick Mulready [00:00:25]:

All right, welcome to today’s episode, my friends. It’s rick here. And if you are tuning into the podcast for the first time in a little while, and you saw the podcast artwork, and you’re like, who is this other person on the artwork there with Rick? Well, then you need to go back and listen to this past Friday’s episode where I share with you the nine lessons I learned on my four month sabbatical. Well, in that episode, spoiler alert, I announced a new co host of the podcast here. Quajo is now joining me as the co host here of the podcast and super excited about it. Today we are going to be talking about Facebook ads. Specifically, we’re going to be answering and talking about the top ten Facebook ads and Instagram ads questions that he gets as a Facebook ad manager in his agency and also as a Facebook ads coach. And then also the questions that I get all the time from a Facebook ads perspective. And I know that whether you are just starting out in ads or you’ve already been running ads, you’re going to find a lot of value in this discussion. Here where we’re talking about the top ten answers to the top ten Facebook ads questions that we get. Please enjoy this conversation with Quajo and me. All right, welcome to today’s episode, Quajo.

Kwadwo Sampany-Kessie [00:01:51]:

Thank you.

Rick Mulready [00:01:51]:

What is going on outside your window right now?

Kwadwo Sampany-Kessie [00:01:54]:

We’re just going to call attention to.

Rick Mulready [00:01:56]:

It so people listening cannot not hear it now.

Kwadwo Sampany-Kessie [00:01:58]:

It’s just maintenance inside of the community I live in. It’s fall time, so they’re leaf blowing leaves.

Rick Mulready [00:02:06]:

It sounds like they’re chopping trees down, like they’re chainsawing trees right now.

Kwadwo Sampany-Kessie [00:02:10]:

It must be a very powerful leaf blower.

Rick Mulready [00:02:13]:

Yeah, I can hear it all the way in San Diego.

Kwadwo Sampany-Kessie [00:02:16]:

Yep.

Rick Mulready [00:02:17]:

So we’re talking about one of our favorite topics here, our joint favorite topics here, which is Facebook ads. And as a Facebook ads manager, you get tons of questions on a daily basis from people wanting to know basic to more advanced questions when it comes to Facebook ads. And so I thought this might be a good episode to, uh, because I know that everybody listening right now, or most people listening right now have very similar questions when it comes to ads. And I just want to start out with in your view, and I know I’m going to challenge you on this, and it’s not one of the questions that I’m looking at right now. I’m going to put you on the spot, and I know you have a biased answer, but I’m asking you anyway. People want to know, are Facebook ads still a viable channel to be marketing their business? By the way, everybody, when we say Facebook ads, we’re also including Instagram ads sort of the collective. Are they still viable in the fall of 2023?

Kwadwo Sampany-Kessie [00:03:32]:

Yes. I will even say they are so viable that at times when working with certain clients, I have moments of jealousy, asking myself, Quajo, what are you even doing? Just go copy their business model. Like, people are still crushing it with Facebook ads, is what I’m trying to tell you. Listener.

Rick Mulready [00:03:55]:

So yes, still viable. When you say crushing, like, what does that mean? Because that can mean different things to different people.

Kwadwo Sampany-Kessie [00:04:04]:

OK, well, let’s talk about one of the things that everybody would love to run. An Slo funnel, self liquidating offer. Running ads to a pretty low priced offer. $27 straight to the offer, having an order bump and upsell and making money on that. I just talked to a guy, coached with him a couple of times to help him make his ads work even better. He has a military offering. It’s a course, if I can remember correctly, that teaches commanding officers how to conduct their reviews better. Think about that.

Rick Mulready [00:04:40]:

I love it.

Kwadwo Sampany-Kessie [00:04:41]:

That’s very niche, super ultra niche. And his order bump, I’m not going to be able to recite the order bump off the top of my head. But he has an order bump and an Upsell, and they have those textbook order bump and upsell uptake rates, and it’s just so crazy profitable. And that’s just one example. So yes.

Rick Mulready [00:05:05]:

So describe what you’re talking about, though. Somebody clicks on an ad, goes to download a lead magnet or for whatever. Okay, is this the funnel that you’re talking, this type of funnel that you’re talking about?

Kwadwo Sampany-Kessie [00:05:18]:

Go ahead, add to lead magnet and then on the thank you page where you get an offer, a chance to buy something. I would call that a tripwire funnel where the initial traffic is coming in for a lead. And then what you’ve done as the creator is put something on the thank you page that is very aligned with the lead magnet. And, you know, because you’ve done the research of your audience, it solves a problem that they have. What I was just describing previously was a self liquidating offer funnel where you’re running cold ad traffic directly to a sales page.

Rick Mulready [00:05:56]:

In general, is there a price range that you generally see works really well, that’s effective for ad directly to a purchase?

Kwadwo Sampany-Kessie [00:06:07]:

Yeah. Less than $37 for that initial purchase is what I’ve seen. I can’t say in my what is it, almost three years? Could be a little over three years if you count. When I ran ads for my own online business, the previous one, I can’t say that I’ve seen one of those self liquidating offer funnels working for an offer that was over $47.

Rick Mulready [00:06:31]:

Yeah, I would agree. Can we just talk real quick for a second? I hate the term tripwire. I’ve always hated that term. I think I know who came up with where it came from. I just don’t understand if you’re like I look at all right, somebody’s going to come you’re offering a lead magnet. You’re giving them incentive to come into your house. Like you’re welcoming them into your house with a lead magnet. That’s something that’s going to be really helpful. And then you make this other offer that’s whatever price, $7, let’s just say, cool, I’m all for this. But a trip wire, it’s like I just picture, like, they’re walking into your house and then you’ve got a little trip wire on the door and so they trip over it. Like, what kind of experience is that anyway?

Kwadwo Sampany-Kessie [00:07:25]:

It’s just not good terminology because if you think about it, like squeeze page. Remember squeeze page from back in the day?

Rick Mulready [00:07:32]:

Yeah, totally.

Kwadwo Sampany-Kessie [00:07:35]:

The picture that’s being painted is that we’re like luring people in and like tripwire. So then, you know, like, somebody’s come into your house so you can just sell the heck out of them. No, it’s like selling a serving. That’s what you said. I took that one from you.

Rick Mulready [00:07:48]:

Selling is serving. I can hear people right now or see people right now listening right now, thinking like, finally somebody’s saying it. I’ve always hated the tripwire term, too. All right, so tripwire. But you’re talking more so about the example you just mentioned. Like a slow funnels, which is self liquidating offer. You have an ad for a specific offer which is for sale. Let’s call it a $37 widget. And somebody buys that and then they’re presented with another offer, which is maybe an upsell or a bump offer. People call it different things and then sometimes a third offer after that. But this particular funnel that you just mentioned is converting really well.

Kwadwo Sampany-Kessie [00:08:35]:

Very well.

Rick Mulready [00:08:37]:

So what’s really well? Like percentages? Do you have percentages?

Kwadwo Sampany-Kessie [00:08:42]:

I’m looking at my other monitor right now, and I’m not looking at his file. I would have to go dig through Google.

Rick Mulready [00:08:49]:

That’s cool. That’s cool. You didn’t know I was going to ask you this.

Kwadwo Sampany-Kessie [00:08:51]:

I didn’t.

Rick Mulready [00:08:53]:

And the reason that this type of funnel is so attractive to people is that you can often pay for your ad, spend through this type of funnel because you’re making money back on the sale. Now, with that, though, I did an episode a while ago telling people not to do these small offer funnels, and I clarified what I meant by that. And I agree it was a little bit of a clickbaity title of the episode, but the point I was trying to make is that they’re not for everybody. But I hear this more and more from people saying, I want to do this type of funnel because I don’t have a whole lot of budget for ads, so I want to pay for my ads. Do you see a type of business or a level of business that tends to do better than others when they’re doing a slow funnel?

Kwadwo Sampany-Kessie [00:09:54]:

No. And the long answer is no. So again, I have to look at my experience, having coached with you for a number of years, an accelerator. No. And then having worked inside of the ads agency and seen a whole lot of businesses no. And having done it for myself, no. How was that for a long answer?

Rick Mulready [00:10:15]:

That was a short answer, though, I think.

Kwadwo Sampany-Kessie [00:10:16]:

Short answer.

Rick Mulready [00:10:17]:

What’s the key to it, in your eyes and from your experience, what’s the key to it working?

Kwadwo Sampany-Kessie [00:10:22]:

The key is having an offer. That is the key is ultra understanding your audience with that first offer. Because if you understand your audience super well, and you’re able to then take that understanding and parlay that into a good let’s call it a good sales page, meaning you can script out, write out, message out what they need, what they’re struggling with, and then you have an offer that’s aligned with that. All you have to do is price it at a no brainer price. I’m not saying like bottom of the barrel price, so to speak, but a price where it’s a steal for that person and then it works. But is that easy? It’s not easy.

Rick Mulready [00:11:10]:

It takes a lot more testing. And I think it’s a shift in mindset. Also, we always talk about mindset of ads and so forth. People are used to what’s my cost per lead? This becomes what’s my cost per purchase?

Kwadwo Sampany-Kessie [00:11:23]:

Yeah.

Rick Mulready [00:11:26]:

So it’s like, oh, if my initial offer is, whatever, $37, and it’s costing me $19 to acquire that, well, all right, cool. I’m spending $19 to make 37. All right, game on. And the objective is going to be, what is it now? Sales, or I forget what they changed the objectives now sales. And you’re optimizing for purchase rather than a lead. Again, you’re selling Facebook what you actually want to accomplish from ahead. Go ahead.

Kwadwo Sampany-Kessie [00:12:07]:

So what I would add to because I just had this question on a strategy call, I do these funnel fixing strategy calls, shameless promotion. You can go down to the link in the descriptions and book a call with me. But one of the ladies was asking me, Quajo, should I run this type of funnel? Because money, why not? Or should I run lead ads? And so I do want to explain on the podcast, that kind of funnel takes a lot to test. But if you’re running ads directly to a sales page and you’re targeting correctly, then you’re also missing out on leads because there is no option for somebody to opt in so you might get 100 people visiting that page, and if you’re doing it right, 20 of them will buy. But there was a lot more people in that audience that would have become a lead if you had targeted them or sent them to a lead magnet, for example. And so as a business owner, you have to decide, am I fueling my business with enough leads so that I’m making the kind of impact, the kind of sales I want during launches, versus am I going to try a slow funnel and make it profitable and make money from that? It could be both, and it might be one or the other, depending on what stage you’re at. But think about that. If you just go for a slow funnel by itself, you are sacrificing getting leads and then the opportunity to nurture those leads.

Rick Mulready [00:13:38]:

It’s also the psychology of it too, right? They say that if somebody is coming into your business paying as a paying customer right off the bat, rather than they’re downloading a freebie, nothing wrong with that. But there’s a different kind of psychology there because they’re coming in as a buyer and more likely to potentially buy more quickly than somebody coming in as, oh, I just downloaded a free lead magnet and now I’m being nurtured.

Kwadwo Sampany-Kessie [00:14:09]:

This is a deep dive already in.

Rick Mulready [00:14:11]:

Just one of the questions we went.

Kwadwo Sampany-Kessie [00:14:13]:

There, but you’re absolutely correct. I don’t think we’re going to go further. Maybe we should have another episode about this. But definitely if you want to pull off that kind of funnel, you just have to understand your audience far better than I’m going to go ahead and say it, than most of the people that I work with, because that kind of funnel is difficult to pull off. When it does work, it’s great.

Rick Mulready [00:14:41]:

So you mentioned these types of funnels work really, really well when you have your targeting dialed in. That’s one of the biggest questions that people have is how do I ensure that my targeting is dialed in? How do I find the right, quote, unquote, audience to be targeting? Now, in the Get to Know Quajo episode, the bonus episode that we did on the podcast here, we talked about how you have a very methodical process when you’re working with a client of audience research, which obviously leads into targeting and copy and all that type of stuff. So how can people ensure, quote unquote, that they are targeting the people that they want to be targeting when it comes to their ads?

Kwadwo Sampany-Kessie [00:15:29]:

You just really have to know it’s repeating what we just said. You have to know your audience. So here’s where it’s not fair. Certain niches, it’s easy to target because your ideal audience is easy to target because those options for targeting exist already as an interest, a targetable interest inside of Facebook. And then there’s other niches where absolutely the course creator or the online coach has so much expertise, but they end up struggling more with their Facebook ads because their audience is not, let’s call it readily targetable. And so what then they have to do is double down on the messaging, which again, you get good messaging by good research and you know your audience well, but they have to then double down on the messaging and target we could say a broader audience and then heavily rely on their ad copy to reach the right person inside of that audience.

Rick Mulready [00:16:37]:

Would you agree that that type of targeting more aligns with what Facebook’s algorithm favors these days? Meaning? All right, the algorithm is so smart, the AI is so smart, the targeting capabilities that when you have great messaging that speaks to the person that you want to be speaking to, the algorithm will find those people. When you open up that targeting. What are your thoughts and what have you been seeing on the campaigns that you run?

Kwadwo Sampany-Kessie [00:17:13]:

If you’re speaking to the wide open audience inside of Facebook ad manager Lingo, you may have heard of like B-A-N-B-A-N-T bant broad audience, no targeting, then. Yeah, you’re 100% right. With one caveat. This wide open audience, facebook’s algorithm is only getting better and better and better and better every day because there are hundreds and thousands. I don’t have the number, actually. How many people are advertising on Facebook? It’s a huge.

Rick Mulready [00:17:49]:

Like to to say the least.

Kwadwo Sampany-Kessie [00:17:51]:

Yeah, it’s a huge business. And I try to remind people that get on funnel fixing calls with me or clients that though it seems like an uphill battle, facebook actually does want the online course creator to make money with Facebook ads because that’s Facebook’s business model. And if the small businesses that are paying Facebook are making money, then Facebook stays in business anyway, right?

Rick Mulready [00:18:18]:

Yeah.

Kwadwo Sampany-Kessie [00:18:19]:

The algorithm is quite advanced. It gets better if your business already has a bunch of leads, as in the Facebook Pixel has a bunch of data on the kind of person that does business with you. I mean, Rick, you’ve seen it too. But more and more what I’m seeing in the trenches is those wide open audiences are actually yielding a better lead than targeting lookalikes. Like, it used to be about really focusing in on interest or testing all of the different individual lookalikes of like a purchaser audience. Should I explain that a little more.

Rick Mulready [00:18:58]:

Quick or everybody know what lookalikes? People know what it lookalikes okay, cool. But I think an explanation on why you feel that lookalikes are not as effective as they used to be, because I think you were alluding to one of the best audiences that you could target outside of, say, your buyers or what have you. Was a lookalike of your buyers. A 1% lookalike of your buyers?

Kwadwo Sampany-Kessie [00:19:25]:

Yeah.

Rick Mulready [00:19:26]:

Why isn’t that as effective anymore?

Kwadwo Sampany-Kessie [00:19:29]:

I mean, I have my emotions and my sentiment, but sentiment doesn’t make money. It’s not effective because the wide open audiences are just working better. Like Facebook’s algorithm is doing a better uh oh. Can I say not? It’s doing a better job than a bunch of detailed testing of six different lookalikes can do. And I’m seeing that in more and more accounts. Here’s a very specific example. I work on the Facebook ads management side of things with a gentleman who has a business teaching jazz improv to aspiring jazzers. And jazzers is a term. I know it because my copywriter did a ton of research, and it is a term, and it resonates quite well with his audience. And we were testing a tripwire funnel.

Rick Mulready [00:20:26]:

Bad word, but we use a different term.

Kwadwo Sampany-Kessie [00:20:29]:

What is a different term?

Rick Mulready [00:20:31]:

Coin a different term.

Kwadwo Sampany-Kessie [00:20:32]:

We’re going to have to work on that.

Rick Mulready [00:20:34]:

In the meantime, can somebody send one of us a DM on Instagram with a better term that you like?

Kwadwo Sampany-Kessie [00:20:39]:

Please go down to the show notes and DM us. So let’s call it a lead magnet free offer. And on the thank you page is a paid $7 offer. We’ll coin a new term at some point. Yeah, maybe it’s an entryway offer, a doorway.

Rick Mulready [00:20:59]:

There you go.

Kwadwo Sampany-Kessie [00:21:00]:

Who knows?

Rick Mulready [00:21:00]:

I like that.

Kwadwo Sampany-Kessie [00:21:01]:

All right.

Rick Mulready [00:21:02]:

How about a welcome mat?

Kwadwo Sampany-Kessie [00:21:03]:

A welcome mat. That’s even better. A welcome mat. Okay. Mainly me, because I’m an Ads manager, are testing this, and we tested a lot of audiences. And surprisingly, what happened when we started testing this wide open audience, because we’re monitoring the sales and the average cart order value. What happened is, I won’t say that initially it yielded the lowest cost per lead. But initially, while the cost per lead was slightly higher than some of the other audiences we had tested, his goal was to make money off of the back. And with that welcome mat offer, and once we started using the bant audience, the wide open audience, the type of lead that was coming in was buying more in his funnel.

Rick Mulready [00:22:01]:

Interesting. Really interesting.

Kwadwo Sampany-Kessie [00:22:03]:

Got a pause there because that is very intriguing, especially for me, because I tested so many other audiences. And then what happened is, as we you know, he was probably getting about 200 leads every two every week. Yeah, about 200 leads every two, because I have the spreadsheet right in front of me, about 200 leads every week to the tune of an average of $2.29 a lead. And if that seems really low for you, don’t jump into the comparison game. It changes for every niche. But the point is that once we stuck with the bant audience, and as of the recording of this episode, September 6, 2023, it’s been seven weeks that we’ve been with the same audience, and the lead cost has come down from what it was. And the profitability of those leads, as in how much they’re purchasing in the funnel, has started to go and creep higher. So it’s very intriguing. I’m not even sure how Facebook is doing it, but once you have all that data, you can do magical things.

Rick Mulready [00:23:14]:

Well, it’s learning based on that data. So the smarter it’s getting, it’s finding more and more of those people. It’s like, oh, these are the types of people that this advertiser wants. We’re going to find more of those people because we have more data to be able to do that. Two things on that, two questions on that. Sure. Number one is 200 leads a week at that kind of budget, why aren’t we spending more money? That’s my first question. I think I know who you’re talking about.

Kwadwo Sampany-Kessie [00:23:48]:

I think you do.

Rick Mulready [00:23:50]:

Okay, then that explains I understand why you do. More money is being spent. There’s a fear there and no judgment. Number two, just to go back real quick, and then I want to move on to the next question, is my thought on why lookalike, audiences don’t work as well. Is the whole iOS privacy right? Frankly, it can’t track as many people as it used to. So the base audience that is based on an email list, for example, or buyers or what have you, that audience is drastically reduced because of tracking purposes. And then because of that, I think it’s a less reliable audience, if you will, from which to create a lookalike audience. That’s just my thought.

Kwadwo Sampany-Kessie [00:24:38]:

Your thought is spot on.

Rick Mulready [00:24:41]:

Yeah, of courses we’re talking about and spend. Everybody wants to know, how much should I spend on my Facebook ads? When somebody asks you that question, what is your answer to that question?

Kwadwo Sampany-Kessie [00:24:57]:

I laugh because this is a very typical answer that I get as I onboard clients. So typical, in fact, that I have and SOP dedicated to how to answer that question, depending on the type of business. And there are literally four different responses that I have.

Rick Mulready [00:25:20]:

Just tell us the answer, though. That’s what everybody always wants to know. Just tell me. Give me a number.

Kwadwo Sampany-Kessie [00:25:26]:

Give me the number. Yeah, I can’t. I just can’t. Let’s call it my fiduciary responsibility, which is to do things in your best interest. I can’t just give you a number. What I will say is deciding the ads budget, it’s part science and it’s part art, and it’s subjective to you, depending on what niche you’re in. I will say, unfortunately, here’s the bad news first. There’s good news coming, but the bad news first is if you do not have the standard metrics, like if you haven’t launched, well, you should have launched by now. But you need to know how much a lead is worth to your business. That way, when you start to run ads and you have a cost per lead, how much your leads cost. Ideally, if you’re looking at this video, you can see like, one hand is low and one hand is high because there is a gap between how much you’re paying for a lead and how much you’re making from a lead, right? But before you can get that kind of data, or like quite a few, surprisingly so I won’t call anyone out, but quite a few people I work with, they do do launches, though, they don’t have this data.

Rick Mulready [00:26:35]:

Well, I was just going to say I’ll jump in real quick. Hardly anybody knows what a lead is worth to their business, right? True. I ask seven figure business owners and they have no clue. So do you have a quick answer to how to figure that out? Because what you’re talking about is so important.

Kwadwo Sampany-Kessie [00:26:59]:

I mean, if you just want to do some super simple math, you could take a given period of time, let’s call it a year, and then how many leads did you get and then how much did you sell? Start somewhere. If you know your funnel a little better, then maybe say, how many leads did I get from Facebook ads? Oh my gosh. Let’s not get started on tracking, but please track your Facebook ad leads and tag them inside of your email CRM so you know the leads that came from Facebook ads and then just see what they bought. So look at a year of leads, look at a year of purchases that came from Facebook ad, know, because your funnel could be super complicated. But you can do that and gauge. So to sum that up, you just have to make an estimated guess in the beginning. And when that answer is not enough, since I know the listener would love to know a number, I just say $30 to $40 a day. If they can afford to invest that in their business, then we can start there. Because that allows me as an ads manager, to test three to four ads at once and then look at the metrics and begin to swap out ad components based on what’s working and what’s not and lower that ad cost. So there I’ve given up a number.

Rick Mulready [00:28:19]:

So ish between 1000 and $1,500 a month yeah, roughly to start. But there’s nothing set in stone that’s what you’ve seen that works particularly well when somebody’s like, all right, how much do I need to spend in order to start to see some results that I can use?

Kwadwo Sampany-Kessie [00:28:40]:

But see that question though, how much do I need to spend in order to see results? Kind of is as if it’s a pay to play. Like if you start spending a little more, then Facebook will give you lower lead costs and then it’s Facebook’s fault. I’m not pointing any fingers, but it does come back to how aligned is my lead magnet, how well resourced is the ad copy? But yeah, here I could say this. Consider after I gave you that number, and I know there’s probably a listener or 16 who are like, but I don’t have $1,500 to spend a month. I have a couple of clients who are spending $700 a month. Right? The trick is you look at your lead magnet. Consider the following four points. What is your lead magnet conversion rate, as in when people hit the landing page for your lead magnet, like, what percentage are opting in? Kind of start from the end with the end in mind and back yourself up, as in how many leads do you want over what? Let’s say a month, period of time? How many people do you need in your funnel to make your sales goal? So what is your sales goal? Right, start there and then estimate, and then turn on ads and methodically test and bring your lead cost down.

Rick Mulready [00:29:59]:

Cool. Numbers. Numbers, yes. So what Quater just described is an actual way to back into, quote, unquote, how much should you spend on your ads is using the data that you have, hopefully. And if you don’t have that data, then that’s the first step is figure out what that data is so that you can start to back in there sales, conversion rate, lead opt in, conversion rate, et cetera. And that can back you into. All right, well, I’m going to start testing, whatever, $1,000 a month or whatever it might be. Or maybe you could say, oh, I test $5,000 a month, whatever it might be. It gives you a more quote unquote scientific way to back into that number and answering being able to answer that question. You’ve mentioned a few times about targeting and doing research. What are some of the best practices that people can do to research their target audiences?

Kwadwo Sampany-Kessie [00:31:08]:

Here’s just a straight tip that I love to do over and over with clients. Dive into what I would call secondary audiences. These would be the smaller targetable audiences that most people aren’t targeting because they just don’t want to do the work, but because you listen to the art of online business, I know you’re willing to work. So here’s what I mean. Let’s take a niche, since we were talking about the jazz improv niche. Going to a primary audience is going to get you higher lead costs. And what I mean by primary is just typing in side of Facebook ad manager in the detailed targeting section jazz. Okay, good. But everybody and their mom is targeting jazz. So what you’re going to do is look for a secondary audience. So you go to Google and you start googling jazz events. This is one that I actually have done for my clients, so I know this works. But you Google all the different jazz events across the US. Of A, and then you compile a list or a spreadsheet, and you go back to Facebook and you start typing in those events. And then you’ll see that some of those events are targetable, as in people who have those events as and interest. And so what you’ve done took more work, but now you’ve been rewarded with an audience that Facebook will. Not suggest I need to say that again, facebook will not suggest these audiences to you. So if you type in jazz and then you click on that extra little suggestions box that’s on the right hand side of the field, facebook is not going to suggest these other audiences that you can find if you do the research. I haven’t seen it, suggest it, and so please do the research. Another easy example is if you go to Google I’m giving you all my tricks. If you go to Google and you type in top 50 books for jazz musicians, and you can do this in any niche, google will give you a result. And it usually has like a horizontal scrollable kind of book list right there. So you take the book names and you take those authors, by the way, and then you individually, one by one, go type those into Facebook. And then you’ll notice some of those authors are Targetable and some of those book titles are Targetable. Never all and it’s never even 30%. So that’s the thing. Like, you got to be willing to look for 50 books and then maybe five of those books, six of those books are actually Targetable. But then it kind of I can’t say guarantee, but it kind of does guarantee lower ad costs because you’re not competing with as many other advertisers to get in front of that person. So how’s that for a super ninja tactic?

Rick Mulready [00:34:00]:

I love it, but I can see people right now being like, oh, that’s a lot of work. It is, but that’s the difference. It’s going that extra mile to be able to do this sort of research, which, by the way, you can use AI to do this as well. Go on to. And I wouldn’t use Chat GPT in the Chat GPT app simply because it’s only up through September. I would go into Bing if you want to use Chat GPT and you can do research this way, you can go into Bard for Google, you can go into Claude and do this kind of research in there as well. Just to give you another avenue to if you’re going to use an AI tool to do this kind of research, I’d be using multiple tools to see what does Bard give you, what does Claude give you, what does Bing give you, that sort of thing in terms of Chat GPT. So I love it. What is your really high level, because we’re coming up on time here, but what is your testing methodology? That is something that a lot of people get really sort of it gets convoluted in their head and there is a more simplified way to do it. So what is your testing methodology?

Kwadwo Sampany-Kessie [00:35:25]:

Pick an audience, figure out what makes good ad copy. Ad copy is the most important thing that you should be testing. So my testing methodology starts with different pieces of ad copy, all combined with one graphic, a well designed graphic. But people think that they need to stay in Canva for 18 hours obsessing over a graphic. The truth is, I test ads with the most basic graphics when I’m trying to develop messaging, and you’d be surprised. You don’t need a super nice graphic. So three different pieces of ad copy with one graphic, and test the ad copy and see which one works best for you. That’s where you can start. And if you start there, you’re doing better than so many people. Your business will love you for it.

Rick Mulready [00:36:19]:

All within one ad set. Are you doing three different ad sets with one of those ad versions in each one?

Kwadwo Sampany-Kessie [00:36:29]:

Yeah, that’s the beauty of it, right? Like, Facebook doesn’t tell you, and there’s so many different options. And if you Google the answer, you find so many different answers. Selfish plug. That’s why you hire an Ads manager, especially if you have a big business. You probably should be, as Rick would say, doing something else in the business that gets you a higher ROI on your individual time. Like, you’re the CEO. Don’t be the Ads manager, too. Especially if you’re making over, like, $500,000 a year. Even if you know how to do ads, let somebody else do it anyway. I do it all in one ad set.

Rick Mulready [00:37:06]:

Okay, so you’re letting the algorithm find the winner for you.

Kwadwo Sampany-Kessie [00:37:10]:

I mean, the algorithm is super sophisticated. So, absolutely. You put three ads in an ad set, different ad copy, same graphic. You’ll know, after a handful of days, which one the algorithm is driving traffic to. Does that work? 100% of the time, no. But 85, 90% of the time? Yes, it does. And you just got to trust every day that algorithm is getting better and better than me. It’s painful to admit, but we’re in interesting times right now.

Rick Mulready [00:37:44]:

Better than you what? I really want to go towards scaling right now because what you just brought up there brings up the conversation of scaling. I think we should save that to a different episode because so many people have questions around scaling. But it’s like what we’ve been talking about here is how to get to scaling. And I think this is a good place with this final question here, and it’s kind of a big question, so we’ll wrap up with this question.

Kwadwo Sampany-Kessie [00:38:12]:

Okay.

Rick Mulready [00:38:13]:

Before we can even get to scaling, people often want to know, why are my ads not converting into sales or membership sign ups? Right? How do you walk people through? Or what’s your thought process for how you begin to answer that question?

Kwadwo Sampany-Kessie [00:38:37]:

First of all, my response is one of empathy. When I say, oh, no, it’s because I get this question more than you would think. And I know if more people could figure this one out, then it’s just adding more revenue to their businesses, serving more people who they were meant to serve. But where do you start, it’s not just ads. And that’s the trap, is thinking that because my ads aren’t working well, that’s why I’m not getting enough sales. But what really needs to be addressed is how are you bringing people into your business? Ecosphere what’s happening at the lead magnet level if that’s the kind of funnel you’re running traffic to first? Like, how aligned is that lead magnet to? This is going to be a whole nother episode. We’re not going into this. This episode is almost finished. But how aligned is that lead magnet with your offer? How good of a job are you doing with your follow up email sequence after you deliver that lead magnet with establishing your own authority, letting the people who have taken a leap of faith and giving you their name? And email? How are you letting them know that you got them, that you understand what they’re struggling with? That you can help them? That you have helped other people? And how are you paving the way for them to take that customer journey and ultimately trust you enough to put down 500, $705,000 for an offer with you? There’s a lot that goes on in that funnel, and it’s rarely just Facebook. Ads are rarely the only culprit. There’s usually a lot more, which is what we can discuss in another episode and absolutely what you can discuss with me. Should you want to book a strategy call and link is in the show notes below.

Rick Mulready [00:40:28]:

So what does a strategy call look like? If somebody so they go to Quajo.com Quayjo.com, they can book a strategy. This is not like an ads management call necessarily. Someone can just sign up for a funnel fixing call. Funnel fixing troubleshoot, what they’ve got going.

Kwadwo Sampany-Kessie [00:40:47]:

Yep.

Rick Mulready [00:40:48]:

So you just break know, they give you the stats, they show you what they’ve got going, and you start to dig into.

Kwadwo Sampany-Kessie [00:40:55]:

You. I’ve learned from you, Rick, and what that means for the listener is I ask a good amount of, you know, they’ll fill out the initial form and then I look at that, and then there’s a second form that goes out and it has more questions. Then they come to the call with the answers. And I’ve seen those answers because I usually request that they fill it out three days in advance and then I ask more questions because it rarely is what you think it is. And you can look at the data, but it usually takes diving deeper into the numbers. Or here’s a very simple example. Somebody is asking, and I know you’ve seen this too, Rick, they’re like, I’m sending out the emails, but it’s not working. We’ll just keep it simple like that, right? You ask a few questions for a launch, for example, and you’re like, it comes up that they are emailing once a week or somebody signs up for their launch, but then that person doesn’t get another email for like a week. And a half, right?

Rick Mulready [00:41:59]:

Yeah.

Kwadwo Sampany-Kessie [00:42:00]:

It’s time to show up for the launch. And you’re like, if you didn’t ask the right questions, you wouldn’t ever know that. And you’re like, of course this person is not really trusting you. You haven’t talked to them for a week and a half.

Rick Mulready [00:42:12]:

Right. They fell into a black hole, if you will.

Kwadwo Sampany-Kessie [00:42:15]:

A black hole. So, yeah, we ask a lot of questions on the call. We identify some things that can be tweaked. You leave the call with some action items that you can go and implement inside of your business, and then if you decide to book a second call with me, you can book a second call. That’s how we do those funnel fixing strategy calls.

Rick Mulready [00:42:32]:

Nice. Quajo.com quayjo.com. And you can sign up for a funnel call there. Thank you. This has been a lot of fun. As you know, I love talking about this stuff. Yeah. And we went through ten questions today. Even though it was more conversational, it wasn’t like, okay, number one. Number two, we covered a lot today, and we’re just scratching the surface. So if you like this episode, let one of us know. Shoot us a DM on Instagram and let us know. I think that, like I mentioned before, the selling episode or doing an episode about scaling is a whole episode in and of itself, because that’s a whole other thing. So this is fun. Thanks for doing this. Appreciate you, man.

Kwadwo Sampany-Kessie [00:43:19]:

You’re welcome. All right. See you later. Bye.

Rick Mulready [00:43:22]:

All right. Thanks for joining us on the show today. Hopefully, you got some real value, and we’re able to dig out some nuggets of gold there from our conversation around the top ten Facebook ads. Questions. A lot more coming your way here on the.