October 20, 2025 • 17 mins
Most course creators think the secret to great targeting is stacking interests and job titles, but that’s actually what drives ad costs up.
I walk you through the targeting strategies I use for established course creators that bring in higher-quality leads at lower costs.
I also share which audiences to build first, when to use lookalikes, and how to know if your email list is big enough to work with.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
If you're asking yourself what is the best
Facebook ads targeting strategyto get more leads and you're a
course creator, do not make thismistake because most course
creators, you know, they'll jumpinto Facebook Ad Manager and
start looking at interest-basedtargeting, maybe stacking a few
interests together that arerelated, job titles,
(00:20):
demographics, you know, like ageor interest, whatever.
But actually, there's a muchbetter way to start off
targeting if you want the bestkind of leads.
And as a Facebook and Instagramads manager who primarily has
served established online coursecreators for the better part of
six-ish years, I'm gonna breakdown the best targeting
(00:42):
strategies that I would use,that I do use when I start out
managing ads for establishedcourse creators.
And at the end, I'll share somequestions that I was asked
regarding this content.
You'll be able to understand thebest targeting that could work
for you, depending on how faralong your business is.
So hi, my name's Quayjo.
(01:03):
Let's get started.
Now, here's why interest-basedtargeting tends to fail.
I wouldn't start with this, butI'll tell you more about that in
a moment.
It tends to fail because whenyou are inside of Meta Ad
Manager looking at the detailedinterests, and you just start
clicking and or you type in oneinterest and meta starts
(01:26):
suggesting other interests,what's happening is meta is
suggesting the most popularinterests, and those are the
most expensive ones to targetbecause remember you're bidding
for space in somebody'sInstagram or Facebook feed or
threads now.
So we're not really usingthreads placements quite yet
because they aren't convertingso well.
(01:47):
But since you're bidding forspace, the last thing you want
to do is take meta suggestionsbecause those are broad, general
suggestions that it gives toabout anyone who types in
something related to what youtyped in in the interest-based
targeting, and then you'recompeting, right?
So your ads will be moreexpensive.
Just honestly do not start withinterest-based targeting.
(02:08):
It's the hardest one to doright.
I'm gonna give you some betterapproaches that you can start
with.
I personally result tointerest-based targeting as a
last result if these firstoptions do not work.
And the first option, by theway, is to build a look-alike
audience off of someone's customor I call them core audiences.
(02:31):
Because the easiest way toinform the algorithm about who
you want to target is to give ita valuable custom audience,
right?
And so here are the mostvaluable custom audiences.
And then you understand, if youdon't already, what I mean by
custom audiences.
So inside of Meta, you cancreate custom audiences and
think of it like this, becausethe way you think really will
(02:53):
give you the strategy, no matterwhat changes happen to Meta Ad
Manager.
Right now, it's fall of 2025.
Okay, so your most valuableaudience would be the people who
have made the most or mostcommitted decisions to get
involved with you inside of yourbusiness ecosphere.
So obviously, somebody who'sbought a product from you would
(03:16):
be the most valuable person toyour business because they paid
you money.
So if you have an email list ofpurchasers, then those are the
most qualified leads in yourbusiness, right?
And so if you upload that listto Meta and then build a
look-alike of that list, thatlogically would be the best
look-alike audience to test.
(03:37):
Now, before I give you four moreaudiences that you can test, let
me give you some criteria aboutthe type of audience, if it's
big enough, if your customaudience is big enough to test,
and break down look-alikeaudiences for you.
So when I say a look-alikeaudience, that is just an
audience of cold leads that orcold people who are not familiar
(03:59):
with your business, you know,they haven't followed you on
social media, they are maybehaven't been to your website,
haven't seen your videos yet.
And you build a look-alike basedoff of a custom audience, people
that are familiar with yourbusiness.
And the concept here is that ifI take a warm audience, let's
say an email list, I upload thatto Meta and I say, hey Meta, go
(04:20):
ahead and give me an audience ofa million or two million more
people who share similarattributes to this custom
audience that I have given you,this audience that I own.
Please don't upload otherpeople's email lists that you
don't own.
You don't own those email lists,and that's violating Meta's
policy.
You will get yourself introuble.
So now you might be saying,Quavo, my business is new, and
(04:43):
I've heard that you have to havea certain sized email list
before you can upload it toMeta.
And that is correct.
I actually was asked thisquestion, and I'm going to
address it towards the end ofthis video in a moment, okay?
So upload your purchaser emaillist to Meta.
The next most valuable customaudience or email segment to
(05:07):
test would be your entire emaillist.
Now, this is the one that Iusually start with because
although my online coursecreator clients for Facebook and
Instagram ads are established,if somebody is selling a
high-ticket offer, you know,$1,000 or even a mid-tier offer
around$500, they might not havetons and tons and tons and tons
(05:28):
of purchasers of that offer inorder for their business to be
really profitable, right?
So we tend to start out with anentire email list.
Take that email list, upload itto Meta, and then build a
look-alike audience off of that.
Now, if you're starting out andyour email list isn't super big,
again, I'll get to the size ofthe email list and what it
(05:49):
should be minimum to build anaudience later on in this video.
You can always look at the othervaluable audiences that you
have.
For example, do you have a lotof website visitors?
That is a valuable customaudience that you can, or core
audience that you can build yourlookalike audience off of, and
it's an option inside of Meta.
(06:09):
Hooray, right on, right?
Well, what if you have a big ol'Instagram following?
Okay, well, if you're alreadycrushing it organically on
Instagram, you know, especiallyif you're seeing other signals
like you have mini chat orsimilar tool hooked up to your
Instagram reels, and leads arealready coming in like that
(06:30):
organically, then building alook-alike list off of your
Instagram followers or evenpeople who have engaged with
your Instagram account recentlycould be a good option.
Nothing is guaranteed here.
Okay, here's the disclaimer.
But certainly do not justblindly trust a random Facebook
(06:52):
and Instagram ads manager on theinternet.
All right, you're not guaranteedto make money with Facebook and
Instagram ads.
I am certainly not saying thisis gospel and it will absolutely
work for you.
In fact, I can almost guaranteeat some time or another, you are
going to lose money.
That's the nature of runningFacebook and Instagram ads, is
(07:14):
we test and by going throughwhat doesn't work, we find what
does work and then we scale thatup according to our business
goals and profitability.
Okay, so following this, I'mgonna talk about a couple of
pitfalls to avoid, and thenwe'll get into some questions
that I have been asked.
And remember, if you need helpbecause you're already running
(07:38):
ads and you want to be able tobring in high-quality leads at
the lowest cost possible, and doso testing your ads that have
just launched, like I would, toget to that result even quicker
or have a better result, there'sa course for you.
It's super affordable and it'scalled the ad testing cheat
code.
And your business deserves wellto have you or even someone in
(08:01):
your business, if you alreadyhave somebody managing ads, to
do this the right way.
That link is in below.
And the cool part, honestly,about this course is that you
can test, like I would test, andbe confident that you're testing
things in the right order as youlaunch your ads, right?
And then also if you've peekedinside of Meta Ad Manager,
(08:21):
you're quite aware that nothingever works exactly like you
learn it should.
There's always surprises, andyou actually inside of the ad
testing cheat code get to see mereal time.
Well, it's recorded, but invarious client accounts, dealing
with the randomness that is reallife application of solid
(08:42):
strategy.
And so you see how I willrespond to stuff that happened.
Okay, so common pitfalls toavoid, you think that the high
cost per lead is because of badtargeting when the real issue is
super weak visuals or just aweak lead magnet opt-in offer.
This is tough, but it's true andit will save your business money
(09:06):
if you heed this advice.
Spend some time creating somegood-looking visuals because
those will stop the scroll,right?
And then spend some time on thewords.
A lead magnet that solves aproblem.
Well, how are you going todecide if that's the best lead
magnet to use?
You might have chosen the wronglead magnet.
(09:28):
Don't hang out with the wronglead magnet too long.
Don't be afraid to test new leadmagnets and don't make them
super complicated to test.
You know, it should take you anumber of days.
And look at it like this (09:39):
if a lead magnet solves a problem,
you'll want to think, what arethe frustrations of that
problem?
And I can speak to thosefrustrations in my ad copy to
bring people or to motivatepeople to go get the lead
magnet, right?
But switching lead magnets,that's essentially switching
(09:59):
problems.
How do you choose?
Think about the problem thatyour main offer solves that you
plan on selling later on downthe line.
And then think about problemsthat would need to be solved
along the way to that mainproblem.
Like if the main offer solveslike 10 problems, maybe the lead
magnet takes care of one ofthose problems.
Call it a feeder problem.
Either way, it could just bethat there's a misalignment
(10:22):
between your audience that wouldlove to work with you eventually
and the lead magnet that you areplacing in front of them.
And of course, after you'regetting leads onto your email
list, and this is I'm about tostart talking funnel speak, but
bad leads are not good, right?
So you need to look and see arepeople actually opening your
emails?
What is your email open rate?
(10:43):
Is it around 30%?
That's great.
If all you're paying for leadsand thinking you're getting
cheap leads, and something well,especially when you look inside
of your email CRM, you know,could be Kajabi, could be
convert kit, could be activecampaign, could be flow desk.
Hopefully it's not flow desk.
Sorry, Flowdesk folks, andnobody's opening your emails.
(11:03):
That is an indication that,well, either your subject lines
are need to be improved, or youjust have the wrong kind of
traffic.
So look for these things.
Okay.
Now, some questions I've beenasked.
Here's one.
How big does my email list orbuyer list need to be before
it's worth creating a look-alikeaudience?
(11:24):
Yeah, 600 minimum.
So if you don't have 600 buyers,don't do a purchaser list.
If you don't have 600 people onyour entire email list, you
might want to look at adifferent form of custom
audience that you could build alook-alike audience off of.
Now, why 600?
Well, first of all, when Iworked inside of a successful ad
management agency, that was therule.
(11:45):
And that this was way backbefore I ran ads for myself.
Now, why 600?
You gotta understand that whenyou upload an email list to
Meta, it's not like all of thoseusers are used to create a
look-alike audience off of.
Okay.
What Meta does is it takes theemail addresses and names,
(12:06):
whatever other information youupload, but I usually do email
addresses and first names, andit attempts to match those email
addresses and first names, thatdata, with actual meta user
accounts, Instagram accounts,Facebook accounts.
Okay.
So that match rate is not 100%.
It's more like 40% to 60%.
So if you upload too small of anemail list, then the actual
(12:29):
users that Meta can pull datafrom to build a look-alike
audience of cold folks who don'tknow anything about your
business and have never heard ofyou, that that core data set is
small.
And thus the quality of the bigol' audience, you know, that's
two million people, will belower.
And you don't want low quality,which is why I, as a best
practice, do not upload emaillists that are smaller than 600
(12:53):
folks.
You know, if you want to stickwith the rule of a thousand,
then go ahead and upload youremail list if it's bigger than a
thousand people.
All right.
Another question I've seen orheard is that if I don't have
enough buyers yet, should Istill build a look-alike
audience from my email opt-insor just start with open
(13:14):
targeting?
Okay, don't start with opentargeting because, in brief,
your business, the Facebookpixel, the meta pixel for your
business needs to have tons ofdata before you can just do open
targeting.
And if you don't know what opentargeting is, that's where you
don't specify any detailedinterests and you don't upload
(13:35):
any email lists or look-alikeaudiences.
You just choose age and countryand just let Meta do its thing.
But it needs a lot of data justto go and do its thing on your
behalf and get good targetingfor you.
So I don't recommend startingwith open targeting.
Okay.
So if you don't have enoughbuyers, just build an email list
or just build a look-alikeaudience off of your entire
(13:56):
email list or one of the othercustom audiences that your
business does indeed have.
What if, here's anotherquestion: what's the order that
I should actually test theseaudiences in, or do I run them
all at the same time?
You know, well, the order I justmentioned, but what I see this
question as meaning is do I dothem all at once or one at a
(14:19):
time?
Do them one at a time.
Okay.
If you did them all at once, youwould have to have a big old
daily ad spend budget.
And you don't want to spend thatmuch money all at once when
you're testing.
You want to find out what worksand then scale up your ad spend.
And also, that is a lot of adsmanagement headache and problems
if you're running like sevenaudiences or five audiences all
(14:43):
simultaneously on the same dayat the same time.
Okay, so I would test throughthese one at a time, and you're
probably like, Well, how long doI wait until I know it works?
Well, that's where I go intodetail inside of my course, the
add testing cheat code linkbelow.
But I would say, you know, for ahandful of days for each
(15:05):
audience, and you should know ifit's working well or not.
Another question I get is how doI know if my leads from a
look-alike audience are actuallygood quality?
Not just cheap emails that neverbuy or cheap email subscribers
that never buy.
And it's good that you'reconcerned with the return on
your investment, not just thecost per lead.
(15:26):
Well, one, is your targetinggood?
Two, is the messaging in your adcopy good?
Because if somebody you know isscrolling and then they stop
because of your video or yourgraphics, they're going to
hopefully read your ad copy andthus find themselves inside of
your ad copy.
So here's where doing researchon your ideal customer and then
(15:48):
your ideal lead and accuratelycommunicating what this lead
magnet is about and why you canhelp them, that's worth your
time.
Write the words.
People end up converting.
The right people end upconverting because of the words.
And make sure that on yourlanding page, the same kind of
good communication is also beingapplied.
Here's another question (16:09):
if my social following is bigger than
my email list, is it okay tobuild a look-alike off of that
first?
Or is it better to wait until myemail list is bigger?
I think what you're asking islike which business asset do you
use first, right?
Even if you have a huge socialmedia following, if your email
list is big enough, I wouldbuild a look-alike off of the
(16:31):
email list first.
Because this is about whichcustom audience could be the
most valuable to you.
Test, yes, but if you're limitedon time, which we all are, go
with your best bet.
And my best bet would be folkswho have already opted into your
email list in some capacitybecause they either bought
something from you before orthey opted in for another lead
(16:52):
magnet before.
Maybe you did some sort ofcollaboration or you've already
had previous webinars, da da dada da da da da da.
But they're on your email list,so they have made a decision to
get on your email list, and youknow how it is giving out your
name and email.
One does not easily give outtheir name and email, or without
skepticism, right?
So tons of people who are onyour Instagram following, albeit
(17:15):
engaged and maybe large, likeyou have 75,000 people on your
Instagram following, you know,on your Instagram account.
Yeah, okay, but how many ofthose people have actually
decided to get on your emaillist and taken that next step?
I'd stick with building alook-alike off of the email list
first and see how that performs.
You can learn more aboutFacebook and Instagram ads by
(17:38):
listening to some of theinterviews on this podcast where
I've interviewed other onlinecourse creators who are running
ads themselves.
So you can learn from theirfunnels, their mistakes, and
their successes.
Until the next time that youhear from me or see me if you're
over on YouTube.
Take care, be blessed, and I'llsee you in the next one.
(17:59):
Bye.
If you're asking yourself what is the best
Facebook ads targeting strategyto get more leads and you're a
course creator, do not make thismistake because most course
creators, you know, they'll jumpinto Facebook Ad Manager and
start looking at interest-basedtargeting, maybe stacking a few
interests together that arerelated, job titles,
(00:20):
demographics, you know, like ageor interest, whatever.
But actually, there's a muchbetter way to start off
targeting if you want the bestkind of leads.
And as a Facebook and Instagramads manager who primarily has
served established online coursecreators for the better part of
six-ish years, I'm gonna breakdown the best targeting
(00:42):
strategies that I would use,that I do use when I start out
managing ads for establishedcourse creators.
And at the end, I'll share somequestions that I was asked
regarding this content.
You'll be able to understand thebest targeting that could work
for you, depending on how faralong your business is.
So hi, my name's Quayjo.
(01:03):
Let's get started.
Now, here's why interest-basedtargeting tends to fail.
I wouldn't start with this, butI'll tell you more about that in
a moment.
It tends to fail because whenyou are inside of Meta Ad
Manager looking at the detailedinterests, and you just start
clicking and or you type in oneinterest and meta starts
(01:26):
suggesting other interests,what's happening is meta is
suggesting the most popularinterests, and those are the
most expensive ones to targetbecause remember you're bidding
for space in somebody'sInstagram or Facebook feed or
threads now.
So we're not really usingthreads placements quite yet
because they aren't convertingso well.
(01:47):
But since you're bidding forspace, the last thing you want
to do is take meta suggestionsbecause those are broad, general
suggestions that it gives toabout anyone who types in
something related to what youtyped in in the interest-based
targeting, and then you'recompeting, right?
So your ads will be moreexpensive.
Just honestly do not start withinterest-based targeting.
(02:08):
It's the hardest one to doright.
I'm gonna give you some betterapproaches that you can start
with.
I personally result tointerest-based targeting as a
last result if these firstoptions do not work.
And the first option, by theway, is to build a look-alike
audience off of someone's customor I call them core audiences.
(02:31):
Because the easiest way toinform the algorithm about who
you want to target is to give ita valuable custom audience,
right?
And so here are the mostvaluable custom audiences.
And then you understand, if youdon't already, what I mean by
custom audiences.
So inside of Meta, you cancreate custom audiences and
think of it like this, becausethe way you think really will
(02:53):
give you the strategy, no matterwhat changes happen to Meta Ad
Manager.
Right now, it's fall of 2025.
Okay, so your most valuableaudience would be the people who
have made the most or mostcommitted decisions to get
involved with you inside of yourbusiness ecosphere.
So obviously, somebody who'sbought a product from you would
(03:16):
be the most valuable person toyour business because they paid
you money.
So if you have an email list ofpurchasers, then those are the
most qualified leads in yourbusiness, right?
And so if you upload that listto Meta and then build a
look-alike of that list, thatlogically would be the best
look-alike audience to test.
(03:37):
Now, before I give you four moreaudiences that you can test, let
me give you some criteria aboutthe type of audience, if it's
big enough, if your customaudience is big enough to test,
and break down look-alikeaudiences for you.
So when I say a look-alikeaudience, that is just an
audience of cold leads that orcold people who are not familiar
(03:59):
with your business, you know,they haven't followed you on
social media, they are maybehaven't been to your website,
haven't seen your videos yet.
And you build a look-alike basedoff of a custom audience, people
that are familiar with yourbusiness.
And the concept here is that ifI take a warm audience, let's
say an email list, I upload thatto Meta and I say, hey Meta, go
(04:20):
ahead and give me an audience ofa million or two million more
people who share similarattributes to this custom
audience that I have given you,this audience that I own.
Please don't upload otherpeople's email lists that you
don't own.
You don't own those email lists,and that's violating Meta's
policy.
You will get yourself introuble.
So now you might be saying,Quavo, my business is new, and
(04:43):
I've heard that you have to havea certain sized email list
before you can upload it toMeta.
And that is correct.
I actually was asked thisquestion, and I'm going to
address it towards the end ofthis video in a moment, okay?
So upload your purchaser emaillist to Meta.
The next most valuable customaudience or email segment to
(05:07):
test would be your entire emaillist.
Now, this is the one that Iusually start with because
although my online coursecreator clients for Facebook and
Instagram ads are established,if somebody is selling a
high-ticket offer, you know,$1,000 or even a mid-tier offer
around$500, they might not havetons and tons and tons and tons
(05:28):
of purchasers of that offer inorder for their business to be
really profitable, right?
So we tend to start out with anentire email list.
Take that email list, upload itto Meta, and then build a
look-alike audience off of that.
Now, if you're starting out andyour email list isn't super big,
again, I'll get to the size ofthe email list and what it
(05:49):
should be minimum to build anaudience later on in this video.
You can always look at the othervaluable audiences that you
have.
For example, do you have a lotof website visitors?
That is a valuable customaudience that you can, or core
audience that you can build yourlookalike audience off of, and
it's an option inside of Meta.
(06:09):
Hooray, right on, right?
Well, what if you have a big ol'Instagram following?
Okay, well, if you're alreadycrushing it organically on
Instagram, you know, especiallyif you're seeing other signals
like you have mini chat orsimilar tool hooked up to your
Instagram reels, and leads arealready coming in like that
(06:30):
organically, then building alook-alike list off of your
Instagram followers or evenpeople who have engaged with
your Instagram account recentlycould be a good option.
Nothing is guaranteed here.
Okay, here's the disclaimer.
But certainly do not justblindly trust a random Facebook
(06:52):
and Instagram ads manager on theinternet.
All right, you're not guaranteedto make money with Facebook and
Instagram ads.
I am certainly not saying thisis gospel and it will absolutely
work for you.
In fact, I can almost guaranteeat some time or another, you are
going to lose money.
That's the nature of runningFacebook and Instagram ads, is
(07:14):
we test and by going throughwhat doesn't work, we find what
does work and then we scale thatup according to our business
goals and profitability.
Okay, so following this, I'mgonna talk about a couple of
pitfalls to avoid, and thenwe'll get into some questions
that I have been asked.
And remember, if you need helpbecause you're already running
(07:38):
ads and you want to be able tobring in high-quality leads at
the lowest cost possible, and doso testing your ads that have
just launched, like I would, toget to that result even quicker
or have a better result, there'sa course for you.
It's super affordable and it'scalled the ad testing cheat
code.
And your business deserves wellto have you or even someone in
(08:01):
your business, if you alreadyhave somebody managing ads, to
do this the right way.
That link is in below.
And the cool part, honestly,about this course is that you
can test, like I would test, andbe confident that you're testing
things in the right order as youlaunch your ads, right?
And then also if you've peekedinside of Meta Ad Manager,
(08:21):
you're quite aware that nothingever works exactly like you
learn it should.
There's always surprises, andyou actually inside of the ad
testing cheat code get to see mereal time.
Well, it's recorded, but invarious client accounts, dealing
with the randomness that is reallife application of solid
(08:42):
strategy.
And so you see how I willrespond to stuff that happened.
Okay, so common pitfalls toavoid, you think that the high
cost per lead is because of badtargeting when the real issue is
super weak visuals or just aweak lead magnet opt-in offer.
This is tough, but it's true andit will save your business money
(09:06):
if you heed this advice.
Spend some time creating somegood-looking visuals because
those will stop the scroll,right?
And then spend some time on thewords.
A lead magnet that solves aproblem.
Well, how are you going todecide if that's the best lead
magnet to use?
You might have chosen the wronglead magnet.
(09:28):
Don't hang out with the wronglead magnet too long.
Don't be afraid to test new leadmagnets and don't make them
super complicated to test.
You know, it should take you anumber of days.
And look at it like this (09:39):
if a lead magnet solves a problem,
you'll want to think, what arethe frustrations of that
problem?
And I can speak to thosefrustrations in my ad copy to
bring people or to motivatepeople to go get the lead
magnet, right?
But switching lead magnets,that's essentially switching
(09:59):
problems.
How do you choose?
Think about the problem thatyour main offer solves that you
plan on selling later on downthe line.
And then think about problemsthat would need to be solved
along the way to that mainproblem.
Like if the main offer solveslike 10 problems, maybe the lead
magnet takes care of one ofthose problems.
Call it a feeder problem.
Either way, it could just bethat there's a misalignment
(10:22):
between your audience that wouldlove to work with you eventually
and the lead magnet that you areplacing in front of them.
And of course, after you'regetting leads onto your email
list, and this is I'm about tostart talking funnel speak, but
bad leads are not good, right?
So you need to look and see arepeople actually opening your
emails?
What is your email open rate?
(10:43):
Is it around 30%?
That's great.
If all you're paying for leadsand thinking you're getting
cheap leads, and something well,especially when you look inside
of your email CRM, you know,could be Kajabi, could be
convert kit, could be activecampaign, could be flow desk.
Hopefully it's not flow desk.
Sorry, Flowdesk folks, andnobody's opening your emails.
(11:03):
That is an indication that,well, either your subject lines
are need to be improved, or youjust have the wrong kind of
traffic.
So look for these things.
Okay.
Now, some questions I've beenasked.
Here's one.
How big does my email list orbuyer list need to be before
it's worth creating a look-alikeaudience?
(11:24):
Yeah, 600 minimum.
So if you don't have 600 buyers,don't do a purchaser list.
If you don't have 600 people onyour entire email list, you
might want to look at adifferent form of custom
audience that you could build alook-alike audience off of.
Now, why 600?
Well, first of all, when Iworked inside of a successful ad
management agency, that was therule.
(11:45):
And that this was way backbefore I ran ads for myself.
Now, why 600?
You gotta understand that whenyou upload an email list to
Meta, it's not like all of thoseusers are used to create a
look-alike audience off of.
Okay.
What Meta does is it takes theemail addresses and names,
(12:06):
whatever other information youupload, but I usually do email
addresses and first names, andit attempts to match those email
addresses and first names, thatdata, with actual meta user
accounts, Instagram accounts,Facebook accounts.
Okay.
So that match rate is not 100%.
It's more like 40% to 60%.
So if you upload too small of anemail list, then the actual
(12:29):
users that Meta can pull datafrom to build a look-alike
audience of cold folks who don'tknow anything about your
business and have never heard ofyou, that that core data set is
small.
And thus the quality of the bigol' audience, you know, that's
two million people, will belower.
And you don't want low quality,which is why I, as a best
practice, do not upload emaillists that are smaller than 600
(12:53):
folks.
You know, if you want to stickwith the rule of a thousand,
then go ahead and upload youremail list if it's bigger than a
thousand people.
All right.
Another question I've seen orheard is that if I don't have
enough buyers yet, should Istill build a look-alike
audience from my email opt-insor just start with open
(13:14):
targeting?
Okay, don't start with opentargeting because, in brief,
your business, the Facebookpixel, the meta pixel for your
business needs to have tons ofdata before you can just do open
targeting.
And if you don't know what opentargeting is, that's where you
don't specify any detailedinterests and you don't upload
(13:35):
any email lists or look-alikeaudiences.
You just choose age and countryand just let Meta do its thing.
But it needs a lot of data justto go and do its thing on your
behalf and get good targetingfor you.
So I don't recommend startingwith open targeting.
Okay.
So if you don't have enoughbuyers, just build an email list
or just build a look-alikeaudience off of your entire
(13:56):
email list or one of the othercustom audiences that your
business does indeed have.
What if, here's anotherquestion: what's the order that
I should actually test theseaudiences in, or do I run them
all at the same time?
You know, well, the order I justmentioned, but what I see this
question as meaning is do I dothem all at once or one at a
(14:19):
time?
Do them one at a time.
Okay.
If you did them all at once, youwould have to have a big old
daily ad spend budget.
And you don't want to spend thatmuch money all at once when
you're testing.
You want to find out what worksand then scale up your ad spend.
And also, that is a lot of adsmanagement headache and problems
if you're running like sevenaudiences or five audiences all
(14:43):
simultaneously on the same dayat the same time.
Okay, so I would test throughthese one at a time, and you're
probably like, Well, how long doI wait until I know it works?
Well, that's where I go intodetail inside of my course, the
add testing cheat code linkbelow.
But I would say, you know, for ahandful of days for each
(15:05):
audience, and you should know ifit's working well or not.
Another question I get is how doI know if my leads from a
look-alike audience are actuallygood quality?
Not just cheap emails that neverbuy or cheap email subscribers
that never buy.
And it's good that you'reconcerned with the return on
your investment, not just thecost per lead.
(15:26):
Well, one, is your targetinggood?
Two, is the messaging in your adcopy good?
Because if somebody you know isscrolling and then they stop
because of your video or yourgraphics, they're going to
hopefully read your ad copy andthus find themselves inside of
your ad copy.
So here's where doing researchon your ideal customer and then
(15:48):
your ideal lead and accuratelycommunicating what this lead
magnet is about and why you canhelp them, that's worth your
time.
Write the words.
People end up converting.
The right people end upconverting because of the words.
And make sure that on yourlanding page, the same kind of
good communication is also beingapplied.
Here's another question (16:09):
if my social following is bigger than
my email list, is it okay tobuild a look-alike off of that
first?
Or is it better to wait until myemail list is bigger?
I think what you're asking islike which business asset do you
use first, right?
Even if you have a huge socialmedia following, if your email
list is big enough, I wouldbuild a look-alike off of the
(16:31):
email list first.
Because this is about whichcustom audience could be the
most valuable to you.
Test, yes, but if you're limitedon time, which we all are, go
with your best bet.
And my best bet would be folkswho have already opted into your
email list in some capacitybecause they either bought
something from you before orthey opted in for another lead
(16:52):
magnet before.
Maybe you did some sort ofcollaboration or you've already
had previous webinars, da da dada da da da da da.
But they're on your email list,so they have made a decision to
get on your email list, and youknow how it is giving out your
name and email.
One does not easily give outtheir name and email, or without
skepticism, right?
So tons of people who are onyour Instagram following, albeit
(17:15):
engaged and maybe large, likeyou have 75,000 people on your
Instagram following, you know,on your Instagram account.
Yeah, okay, but how many ofthose people have actually
decided to get on your emaillist and taken that next step?
I'd stick with building alook-alike off of the email list
first and see how that performs.
You can learn more aboutFacebook and Instagram ads by
(17:38):
listening to some of theinterviews on this podcast where
I've interviewed other onlinecourse creators who are running
ads themselves.
So you can learn from theirfunnels, their mistakes, and
their successes.
Until the next time that youhear from me or see me if you're
over on YouTube.
Take care, be blessed, and I'llsee you in the next one.
(17:59):
Bye.
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