Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 0 (00:00):
If you are planning
on using Facebook and Instagram
ads to drive traffic, to getregistrations for your launch,
especially if you're an onlinecourse creator.
And you have the question,quajo, how early should I turn
on my Facebook and Instagram adsbefore my launch?
This episode is well madeexactly for you, because I got
(00:21):
clients at the time of therecording of this video, which
is July 21st, just nine daysbefore my birthday who are
getting ready the clients tolaunch in the fall, and I know
that you, if you're running yourown ads, are also thinking
about the same question what'sthe right timeline?
When is it good to launch adsbefore the launch?
(00:43):
That way you get the bestpossible performance.
So that you can see me holdingmy hands, one at my forehead and
one at my chest.
The one at my forehead is theearnings per lead and the one at
my chest is representing thecost per lead, and you want the
gap between these two hands tobe as big as possible, because
that is your profit.
So in this episode, I'm goingto give you the easy answer and
(01:05):
then I'll dive into a bit ofnuance and finally, if you
listen, then you'll have anexact timeline that you can
follow more or less, so thatyour ads will have the best
launch performance as possible.
I think you'll like this one.
So, traditionally, the easyanswer is you should turn on
(01:25):
your Facebook and Instagram adstwo weeks 14 days before your
launch starts.
Now why?
Well, there's a couple ofreasons.
One is because you don't wantyour ads to turn on super early
and then people sign up for yourlaunch and then they forget
about you, and then you have aworkshop or a webinar or a boot
camp or a challenge.
(01:46):
What have you?
And nobody is there.
That is the worst feeling inthe world.
And so why don't you want toturn on ads later than two weeks
before, as in just one weekbefore?
Well, also, if you do that,then with ads only running a
week ahead of time, you either Awon't have enough people to
(02:08):
register for your launch or, byou'll need to crank up that ad
budget to get enough people toregister for your launch.
But who wants to manage a wayhigher ad budget in half the
time in one week?
If you need, you know people toregister for your launch.
Let's say you need 500registrants from ads.
I'm just gonna run some quicknumbers here and let's say you
(02:30):
get an average cost per lead ofsix dollars per lead, then
that's three thousand dollars ofad spend.
But you're gonna do that in aweek and hopefully not have to
hustle over the weekend.
So let's just divide that byseven days and that's like 428
of ad spend a day.
And then you gotta watch yourads and check in and look and
(02:53):
optimize and tweak, and that isa lot of pressure to put on
yourself in addition to you.
You know, getting your emailsequences set up and doing the
connecting of all things launchrelated, plus planning out your
webinar slides, updating them itjust is not a good setup, so
you want to avoid that.
Now, like I said, I'll talkabout a little nuance and then
(03:14):
at the end of this episode, I'mactually going to give you a
timeline that you can follow.
So stick around for that ifyou're itching to get your ads
ready to go so that this fallthey can run well for your
launch.
Now something has changed andhere is the warning and the
reason you might want to trythis nuanced approach.
(03:35):
The approach is that you canrun ads for your registration,
for your launch, maybe threeweeks ahead of time.
Now, here's why.
Maybe three weeks ahead of time.
Now here's why you probablyhave heard of the fact that
people on you know Facebook andInstagram can opt out of
tracking, especially on iPhone Ibelieve on iPhones, which, if
you're listening from the UnitedStates of America, most people
(03:57):
use iPhones, or at least that'sApple's biggest market.
And so as more and more peopleopt out of tracking, that means
that when they go to register,facebook might not, or meta
might not, know as much dataabout them as it could, which
means it can't optimize and makeits ad to work better.
(04:18):
And so for some ad accounts,what we are seeing in general as
Facebook and Instagram adsmanagers, is that those accounts
need to run ads a little longerin order for the ad performance
to get as good as it possiblycan get.
Where there is less data, weneed more time to collect more
data with which we can optimizeon right.
(04:38):
That's the algorithm, meta'salgorithm doing its thing
optimizing, and it's you or me,or you I'll say you, because if
you start running your ads,you're also a Facebook and
Instagram ads manager.
That's more time for us to doour job, which is to bring in
high quality leads at the lowestcost possible.
So sometimes, especially if youhave a smaller social media
(05:01):
following or a smaller emaillist, smaller warm audiences,
you should turn on your adsearlier so you can get better
performance out of them.
Now here's a timeline that youcan follow, as in we're going to
start from a launch date andthen back up in time or earlier
in time, so you know how earlyto do certain things.
And you're going to get a tipthat I see over and over again
(05:28):
If you can avoid this mistake,your launch will go better and
more people will show up to yourlaunch event, the webinar, the
bootcamp, the workshop, etc.
Etc.
All right, here we go.
So let's say your launch dateI'm pulling up my calendar right
now.
Your launch date.
I'm pulling up my calendarright now.
Let's say your launch date isSeptember 8th, monday, september
(05:51):
8th, which this year is theweek after Labor Day.
Probably don't wanna launch onLabor Day, because people are
out barbecuing and doing theirthing and not worried about
launching.
Okay, cool.
So from the 8th of September,which is a Monday, you want to
start six weeks out or six weeksahead of time.
So one week ahead would beSeptember 1st.
Two weeks ahead would be the25th of August.
(06:13):
Three weeks ahead would be the18th of August.
Four weeks is the 11th.
Five weeks is the 4th.
Six weeks is July 28th, whichis next week.
That's the week that you'rehearing about this.
If you follow the podcast andheard this episode drop, see how
time flies.
So don't wait to the lastminute.
Now, 16 weeks out, you want tobegin creating new ad copy and
(06:38):
graphics based on what hasworked before.
If you've launched before, thatway you got new stuff to test
against the best performing oldstuff.
We like to do this for clientsand I recommend you do it for
yourself too.
Now, if you're like Quajo, thisis my first time running a
launch.
I haven't run ads before.
Don't worry, don't panic.
(06:58):
What you'll want to do, friend,is look at the pain points that
you understand your launchsolves.
So, if you have a webinar foryour audience, what pain points
is that webinar solving?
Now, remember that not all painpoints are created equal.
Like, maybe there's let's justsay it solves one pain point and
(07:20):
there's five frustrations fromthat pain point that your ideal
client would have, right.
So those five frustrations, youcould speak to three of those
frustrations in your ad copy,one frustration per ad copy.
Especially, you'll want tofocus on the hook, which is the
first two or one lines of thatad copy.
Okay, cool, but not everyfrustration converts equally,
(07:44):
which is why you want to writedown a few and test them.
If you had five frustrations,you'll probably find that one or
two will get you way betterleads and registrants than the
other three to four.
Three, because I can count.
Two plus three is five, andthis is why your business needs
you to do this testing.
Okay, same kind of thought.
(08:05):
Go into coming up with graphicsfor your ads.
Yes, you can make video later,but I recommend starting with
graphics.
It's what I do for my clients,because graphics are easily
consumable, almost instantly.
We know what the thing is about, what pain, pain point it hits
like, what kind of value itprovides, and then you can
(08:26):
measure that.
Whereas if you make a videothat could be a minute long,
let's say, then you gotta makesure your hook is really good
and you gotta make sure thatyou're talking in a good way
towards the camera and you gottacaption that thing and you
gotta make sure your call toaction is correct and all this
stuff.
There's just so many variablesthat a video adds into the mix.
(08:46):
So I like to start withgraphics, and you should too.
Okay, cool, four weeks out.
So six weeks out would be the28th Monday, july, and then four
weeks out now would be August11th, four weeks ahead of
September 8th, right?
So at four weeks out, you wantto make sure?
Okay, this is going to help youa lot.
(09:08):
The mistake here is I getquestions a lot.
Maybe you've asked me thisquestion before too, but I see
it with clients that I coachFacebook and Instagram ads.
Not enough people show up totheir webinar and then they
panic and then I ask some keyquestions and this mistake comes
(09:28):
up frequently.
Four weeks out, make sure yourlaunch registration emails are
written and that you have enoughof them so that, whenever you
turn your ads on, the peoplethat register hear from you at
least every three days, if notevery two days, because you
decided to write more.
That's what needs to happen.
(09:49):
Too many times I see folks andthey don't have enough
registration emails.
So let's say they run their ads, their registration ads, for
two weeks and somebody signs upin the first two days, that
person might not hear from thecourse creator, the person who's
running the webinar, for likeanother week or maybe even a
week and a half until, like, say, four days before the webinar
(10:10):
starts.
And that is bad because out ofsight, is out of mind, and the
other email marketers that arein their inbox are going to
crowd out your emails from, oryour webinar from your
registrant's mind, and you don'twant that.
You do not want that to happenbecause then the money that you
(10:31):
paid to get that registrant waspretty much wasted.
Sure, they're going to see theemails that you send out for
people who didn't show up to thewebinar, or just your sales
email sequence to sell the thingyour course, your offer, your
program that you introducedduring the webinar.
But they'll be like huh, who isthis person?
Why am I getting their emails?
(10:53):
And you don't want that Becausethat's where people don't open
your email, or they just hitunsubscribe and they send all
the negative signals to youremail service provider, which
lowers your deliverability ratesand also hurts your sales.
So please take the time to writeenough emails and have those
ready four weeks out, and thenfour weeks out too, you're gonna
(11:15):
do all the connecting of thingsand make sure everything's
running well Three weeks out.
Here's where you wanna listenup.
If you have a smaller emaillist or a smaller social media
following.
You can turn your ads on tobegin testing three weeks before
your webinar, because that willgive you a week to mess things
(11:35):
up or a week to get things superright.
Okay, now, I'm not going tooutline testing here, but
basically you're gonna wannatest your ad copy and your
graphics and your headlines andeven your audience targeting to
find the best combination ofthose four things that yields
the right kind of leads.
Now, if you want help testingthe exact same way that I test
(11:59):
for every client when I startout their account or we launch a
new ads project, so that youcan get the highest quality lead
or registrant for your webinarat the lowest cost possible
there is a link below and thatis for the ad testing cheat code
.
My course, that uses what I'llcall my Olympic gold medal
(12:20):
testing framework.
And what is that framework, youmight ask?
Well, if you like the Olympicsor have watched the Olympics,
then there is a level ofexcitement that you probably
remember, which is the finals.
You can expect the bestathletes to be in the finals,
why?
Because the Olympics has rulesand they have qualifying heats
(12:41):
where all the athletes competewith each other, and the good
ones, the faster ones progress,or the more powerful ones, or
the more athletic ones progress,and the losers?
Well, they're patted on theback and they don't progress
right.
And so you expect, through thequalifying heats and the
semi-finals up to the finals,the best will be in the finals.
(13:02):
Now, if you treat your ads thatway, which is how I treat ads
for my clients, then we end upwith a batch of ads that does
the best work for you, whichtranslates into you having the
highest quality registrant forthe lowest cost possible.
Do that right, and you canspend less to get the amount of
(13:24):
registrants you need.
Or you can spend more and geteven more registrants, right,
okay, cool.
So that link is below.
It's well, you deserve to havea successful launch and test
right, and you can buy thecourse and then use the
principles every time you launchor any time that you launch a
new lead magnet.
(13:45):
So go get that course, spendthe money.
It's a good investment in yourbusiness's future.
Now, two weeks out, you caneither turn on your new ads.
If you have a larger, warmaudience, you know more people
that visit your website, morepeople that follow you on
Facebook and Instagram, morepeople on your email list, you
can turn your ads on two weeksout, and if you already had your
(14:06):
ads on three weeks out, twoweeks out, it's time to start
scaling up ad spend on those adsthat were working the best
because you implemented atried-and-true, very repeatable
ad testing framework that's easyto follow.
And then, of course, yourlaunch comes around and you can
have a better launch.
(14:29):
You can get the ad testingcheat code below and and if you
need more help, like my eyeballson your ad or even on your
funnel to point out, because Ispeak fluent funnel I used to
coach hiring online coursecreators in their funnels and on
their ads too, so I can justsee things that you won't see.
(14:52):
Not that I'm more special oranything, it's just I got a lot
of experience going on six yearsof running ads and we all,
including me, have blind spotsin our business.
Did you know that I hire otherspecialists to solve specific
business issues for me so that Ican grow, because I'm just too
close to my business.
(15:12):
They come in, take one, look ata problem that they are
specialized in and boom,solution is right there.
So if you need that, then I gotcoaching available for you.
You can get coaching from me.
That link is called FacebookAds Setup to Success.
It's in the description below.
Until the next time, take care,be blessed, and you can see me
(15:33):
or hear from me.
We'll connect in thedescription below.
Until the next time, take care,be blessed, and you can see me
or hear from me.
We'll connect in the next one.
Bye.