If you’re running Facebook and Instagram ads but still guessing where your sales are coming from, this is going to help a lot.
- Get the Done-For-You Ad Management
I break down the simple ad account audit I wish more course creators did before hiring an ads manager, including how to track your leads better, separate your traffic sources, and spot what’s actually driving sales.
I also share a few easy-to-miss setup mistakes that can make your ads look worse than they really are. Listen now and see what your ad account might be missing.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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Dear online course creator, have you ever wondered when you’re running your Facebook and Instagram ads, why in the world you cannot tell where your sales are actually coming from and what you would be able to do in your business and how much you’d be able to grow your business if you could just tell where your leads were actually coming from so that you could double down on that area? Like, are they coming from Instagram? Are they coming from YouTube? Are they coming from your website? Well, me as a Facebook and Instagram ads manager, I’m on a lot of calls helping people improve their Facebook and Instagram ads or managing ads for them. I see different niches, different business types, and even people at different stages of businesses. Many of them have the same problem. And if you also have this problem, then you’re going to get the solution for it on this episode. Does this sound familiar? I’m running Facebook and Instagram ads. When the ads are on, sales in my business are up. When I turn off the ads, then sales go down. But I don’t actually know what’s
Split Funnels To Tag Leads
SPEAKER_00working. So here’s what I do when I onboard a new client. And this thing, you’ll know it in a moment, you’ll want to do before you ever end up hiring a Facebook and Instagram ad manager. Part of the onboarding is funnel analysis, as in I look at a new client’s funnel and point out opportunities that, if they you know take advantage of those opportunities, their conversions in the funnel would increase. More people would make it through their funnel and turn into buyers. One of the things that inevitably, very often, we focus on is this concept of tagging traffic and splitting up funnels. Tagging traffic just means, well, it’s very much tied into splitting up a funnel. If you have a webinar that is live or evergreen and it sells into your program, you will make more money if you can understand did the people that buy come from the email list, or most of the people that buy come from Facebook and Instagram ads, and those people were not previously on my email list. If you can answer that question, then you can double down on the most valuable traffic and thus increase your sales. The way to do that would be to divide up your traffic. What do I mean? For that webinar opt-in page, if you’re running Facebook and Instagram ads to it, don’t just send your organic email traffic plus your Instagram traffic plus your ads traffic to the same page. You are going to want to create, say, depending on how big your business is and on how wide your organic reach is, you could want two or even three versions of that same opt-in page. Let’s give the example of the kind of online course creator that I love to work with, one that has a huge email list, you know, and a thriving Instagram account. Okay. Now, in that case, especially if this is you, take your opt-in page for the webinar, duplicate it, and have this one be just for your email list. Inside of your CRM, give it a name that only you can see that lets you know this is for the email list, and then only use that opt-in page in your webinar registration sign-up emails. But on the back end, when somebody opts into that page that’s only going to your email list, you’re going to want to add a tag that says email lead. Okay, cool. Now, because you have this big Instagram account and you know it’s working because you got reels and carousels, and when you tell somebody to comment a phrase to get the free thing or sign up for the webinar, lots of people are commenting the phrase and signing up. Here, you want another duplicated version, identical when somebody visits it, but to your business, it’s unique to Instagram. And on the back end of an opt-in on that page, you are adding the tag Instagram lead so that you know where those leads are coming from. And then, of course, because you’re running Facebook and Instagram ads now, you want to make sure that you are also using an opt-in page that’s just
Use CRM Tags To Find Buyers
SPEAKER_00for ads. Now, what does this get you? It helps you to grow your business. More money in your pocket, more options about how you can hire a team, for example, to free you up in your business, to do more of the things you love to do that you were meant to do, and less of the things, let’s say, wear fewer of the hats that maybe you’re not as skilled in. Maybe doing this thing allows you to hire someone who is really good at sorting emails and doing customer service support. They are blessed with the job they enjoy. You don’t have to do that thing that you might not like. So you have more energy to be present for your family or your loved one, and you also can show up with a clearer, more available mind in your business to help people that you’re currently serving. Okay, that’s what’s at stake here. Now, what happens is you run your webinar like you always have, but this time, when you look at that revenue after the webinar is said and done and you’re doing your launch debrief, you can query the buyers inside of your CRM. And of the buyers, you can also look to see what other tags they have. You can see if more of your buyers had a Facebook ads tag. You can see if more of them had like the Instagram lead tag. You can see if more of them had the email tag. And then that tells you where you can spend more of your ad money and focus more with your ads to drive traffic to that channel, if you will, that’s converting better into your launch. Informed decisions here will help you make more money. Sometimes I see businesses that are plateauing and they need to do this work to break through that plateau, especially as there’s more competition in your niche, right? Especially if we’re in times where are not the easiest economic times. This is where smart business decisions, data-driven decisions, help separate you from the rest, but also help you rest more at ease.
Apply For Done For You Ads
SPEAKER_00Quick pause and then we’ll get back to the episode. But I love doing the funnel audit for my new ads clients because I know then that the leads or even the buyers, if we’re running ads to a low-ticket offer that I get for them with ads, will be more valuable to their business later on because I’ve pointed out to them how to improve their funnel. If you would like me to look at your funnel during the onboarding phase, because we’re going to do or I’m going to do done for you ads management for you, then click on the link in the show notes below. Apply for ads management. We’ll hop on a call and have a good conversation. I’ll listen to your business details, your funnel details, and I’ll make a recommendation on whether you should just do ads yourself for now or think about working with me. Now back to the episode. So four
Pixel Setup And UTM Tracking
SPEAKER_00quick things that you also want to audit in your account and begin doing before you hire an ad manager. First, you want to make sure that your pixel is installed everywhere in your business ecosphere. Your website, yes, on your lead magnet or your offers, your webinar software, wherever you can install that pixel, get it there at the correct conversion events so that Meta can understand not just who’s becoming a lead, but who is becoming a buyer. Whether you’re running Facebook and Instagram ads right now or not. This will help your business. And I love it when I hop on a call with somebody and they have this set up because they’re able to make decisions based off of what the data is telling them from their ads that they’ve been running. Or I at least know that their ads have a much better chance of working if they haven’t run ads before because they already have the pixel set up right. Two, if you are not at the step of separating out your traffic sources yet, let’s just say that, then make sure that you have UTMs set up so that you can see if organic traffic and paid traffic is running to the same page, you can still tell because of the UTMs that each of those people from each of those sources has attached to them when they come in as a lead or a
Optimize For Buyers With Low Ticket
SPEAKER_00buyer. Third thing is that are you optimizing your ads for the right thing? Now, we all heard the complaint that oh yeah, that Facebook and Instagram ads just bring me in a lot of freebie seekers. Well, here’s something you can do, right? Audit your account, see if you’re doing this, but what kind of event are you optimizing for? Now, first, add its at its like basic thing. If you’re running a lead magnet, that’s great. We should be paying to grow our email list, right? Having some freebie seekers, but attracting some buyers, that’s part of the game. As long as your funnel is converting people well, as in leads into sales, it’s okay if not all those people convert, right? But you can, here’s a hack, make sure that if it’s a free lead magnet that you have, then on that opt-in on that thank you page, it would be worth your time to place a low-ticket offer right there on that thank you page. So that a s percentage, it’s a small percentage, but a percentage of people who opt in for your lead magnet will convert and buy that low-ticket offer and thus experience success from you earlier on. Now, the trick, and it’s very quick, is to make that offer like the next step after your lead magnet, but also a step towards your main offer that you’ll be selling further down the funnel. That way, when people buy the low-ticket offer, they’re sending a very strong signal that they have issues that could also be solved by your main offer, or they have issues that are related to the issues that your main offer could help them with. They get an early win, and then they’re like, when it’s time for you to launch regularly, or you’re doing it, right? They’re like, Oh, of course I’m gonna sign up for this thing. I bought that $7, that $17 deal back in the day or several months ago, and it really did help. I have some more issues that I would love for this person to help me with. Okay. Now, if you do that, first you’ll start to get some buyer data from your free lead magnet. Isn’t that cool? Second, instead of running a lead objective campaign, you could run a sales objective campaign. Then meta will look for people who are buyers. Yes, you’re running that sales objective to your lead magnet, but because there is a purchase event right off the back of your lead magnet, meta can see what kind of people who are coming in who are who could be good fit to opt in for that free thing are also going to buy a paid thing, and meta can optimize for more of those people that are stronger buyers, if you will, that have a um higher tendency to buy. If you can attract people in any way within the type of audience of folks that you could target and attract to get help from you and your business, why not attract the ones who are better buyers? Well, that’s a way to do it, and it’s a lot of times, either with people that I work with or with other folks that I don’t work with but are running ads, I hear this. Oh, I have a free lead magnet that has a low-ticket offer off the back end of it, and I’m optimizing for sales instead of leads, and it’s getting me a more worthwhile lead. And they know this because they are tracking. Fourth
A Simple System For Testing Ads
SPEAKER_00thing you want to audit is how good is your testing acumen? Because ads work a lot better for a certain kind of course creator than another kind. One kind, who they don’t work as well for, might take some ads, some creative, some ad copy and put it into ads and hope for the best. See, I’m a praying man, I love Jesus. Praying is a good thing, but it’s not a valid Facebook and Instagram ad strategy. Okay, that’s a quick way to lose money on your ads, hoping for the best, praying they will work. Instead of taking maybe one piece of good content that works somewhere else, or coming up with some creative and then some ad copy, how about have a very strategic formula for testing where you now instead of just running one ad, you run three ads systematically, and each of those three ads has a different visual, but the same ad copy. Thus you can tell after a bit of time what visual is working better because all the other variables, the ad copy, the headline, are the same, but your visual, if it’s graphics or video, is different. So you can pick a clear winner. Then you can take the winner and you can combine that winner with say two additional kinds of ad copy. So now you have the best performing visual combined with three different versions of ad copy, run that ad for another period of time, and you can say, oh, this is the strongest, best converting ad copy. Having a repeatable, reliable system for testing ads that you can look back on and identify what’s working best for your business over time and multiple iterations will bring you better kind of lead, which means your pockets have more cash in them because you’re able to serve more of the people who you were meant to serve. You’re happier, right? You’re more fulfilled because your business is working even better. You’re probably busting through some earnings plateaus. You know, you’re looking back and you’re like, no longer plateaued at 200k a year because I’m testing in a way that over time I know will bring in a better lead at a lower cost. So higher quality lead, lower cost per lead is great and it happens from this. But then also you have breathing room in your business, right? Which means after business hours, you can show up better for your family because there’s less stress. And maybe there’s less stress because your business has enough profit in it to hire that key person that you’ve been waiting to hire, knowing if they could take whatever it is off of your plate, you could focus on other areas of your of your business that you’re much better at. These are the strategic areas in your business that you know would help your business grow. Until the next time you hear from me or see from me, take care. Be blessed, and we’ll see you in the next one. Goodbye.

