A $5 webinar registrant can quietly lose you money while a $16 one prints it, and the number that tells you which is which is one most course creators never run.
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I walk through the two-hands math. What each registrant earns you, which is your launch sales divided by your registrants, against what you pay to get one. I use a client whose webinar brought in $29,000 from 483 registrants, so each was worth $11.34, and then I give you the conservative rule for the most you should ever pay per registrant.
Press play and stop guessing whether your cost per webinar registrant is too high or too low.
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Why Cost Per Lead Feels Scary
Most course creators freak out when they start to run ads to their webinar and they see what they think is too high of a cost per lead. And it might be high, it might be low. They don’t know, and you might not know unless you listen to the rest of this episode.
Who I Am And What I Run
Hi, my name is Quayjo. I’m a Facebook and Instagram ad manager since 2020. Managing ads for course creators who are running their ads to webinars inside of their businesses that are already working.
Earnings Per Lead Vs Cost Per Lead
Now, the trick here is knowing whether your cost per registrant for your webinar is too high or too low. So if I have two hands in front of my face, this hand, my right hand, represents how much we are earning per every registrant. And this hand right down here, my left hand, represents how much we are paying to get that registrant with Facebook and Instagram ads. This top hand is known as earnings per lead, and this bottom hand is known as cost per lead. And the trick is is you want the gap or profit per lead to be as big as possible. And if you’re not doing this math that I’m about to teach you, then you don’t know what that potential profit per lead could be. And that is why you’re questioning how much you’re paying per lead for the webinar.
A Real Webinar Numbers Example
So here is a very simple example based off of numbers of a lady’s webinar that I ran. To calculate how much you could pay for a registrant, first you need to know how much you made in your last webinar or averaged over your previous webinars. So this name, lady’s name is Lindsay. We ran ads for her, me and my team, and she made during her webinar $29,000. Now the math to find out how much every registrant is worth is just divide the number of registrants, in her case 483 registrants, into the amount of revenue that was generated. So $29,000 divided by 483 registrants. Now we have that upper hand, right? How much each registrant is worth. And then this lower hand, my left hand, how much we can pay per registrant is key. Now, how do you know how much you can pay per registrant?
A Conservative Cost Per Lead Rule
So here’s a very conservative way so you can make money. And before I tell you that way, I want to say that this episode is sponsored by the webinar ad playbook. It literally is my decision-making brain and my team’s process for running webinar ads, registration ads, bootcamp ads, launch registration ads for course creator clients put into a simple series of video trainings. And even I have a tool in there that shows you what to do on day three versus day six as far as turning on which ads, turning off what ads, and making sure that you don’t accidentally turn off an ad that’s actually about to work. That webinar ad playbook is just $27 and it’s right below this episode. So you want to be conservative when estimating what you can pay per lead for a webinar. And the trick is to take your value per lead or earnings per lead, in this case for Lindsay, it was $11.34, and divide that number in half. Because what you’re doing then is you know how much your leads are worth, cut that number in half, and then if you only pay half of that number in Facebook and Instagram ads per lead, then your chances are really good to make money during your webinar.
Why Most People Do Not Buy Yet
And let me tell you, as I record guest episodes, which you’ve probably seen on this podcast already, and definitely will see more of, I keep hearing more and more often that people come to a webinar, sit through one webinar, register for the second webinar a couple months later, and then finally buy. This is normal behavior. People need time to build trust. And back in the day, back in my day, in 2000, I don’t know, 17 when we were running webinars, it was a lot easier for people to just trust right away on the webinar and buy. Now it’s actually taking people a little longer to build trust. So don’t be discouraged when somebody comes to your webinar and does not buy. You should just know that they’ll probably sit on your email list, you’ll send emails to them, they’ll hang out, learn more about you, trust you more, and probably buy on the next webinar. So don’t stop. Keep going.
Budget Timing And The Playbook Pitch
And as you’ve seen, correctly calculating how much you can pay with Facebook and Instagram ads for a lead is only part of what you need to do right in order for your webinar or your bootcamp or your challenge, whatever you’re running ads to, to work. What is harder is running ads with a big enough ad budget to get enough of the right people into your webinar and running all those ads in just the right amount of time before your webinar starts. Not starting those ads too early, not starting them too late, figuring out which ones to turn off and on and which ones are bringing you the right people. That I help you out with in my webinar ad playbook. The exact step-by-step video training and teaching that informs me and my team. It’s the way that we run webinar ads for our clients who are paying us on retainer. And you can get that in the show notes right below this podcast episode. Until the next time you hear from me or see me, take care, be blessed, and I’ll see you in the next one.
