September 1, 2025 • 21 mins
Thinking about running ads to fill your next webinar or challenge? I break down exactly how to set up Facebook and Instagram ads so you can bring in the right leads without wasting money.
- Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
- Visit The Art of Online Business website for Facebook Ads help
I walk you through the ad copy framework I use, how to test the right visuals, and why targeting warm audiences first will save you frustration.
I also show you what to click (and what not to) inside Ads Manager, so you can launch with confidence and actually sell more of your course.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 0 (00:00):
Do you want to know how to run Facebook ads?
Well, if you're an onlinecourse creator and you're going
to have a webinar or a challengeor a bootcamp in order to sell
your course and you're wantingto actually fill it up with good
leads using Facebook andInstagram ads, then this episode
is your ABC, your one, two,three, your launch map for ads.
At least, I'll walk you throughhow to test first, how to
(00:22):
structure your ads, and I'lleven show you at the end how I
do it inside of a real clientaccount, so you can see some
things that you should beclicking options inside of Meta
Ad Manager and options that youshould not be cooking, the ones
you want to avoid if you want tohave high-quality leads without
blowing all of your ad budget.
So the first thing you want tohone in on is starting with
(00:44):
three versions of ad copy.
And how do you know the contentof the ad copy?
Super straightforward is thatyour webinar or your other
challenge kind of launch, butyour webinar and your course, by
the way, should solve a painpoint ideally the same pain
point or very similar pain point.
Right Now that pain point willmanifest, let's say, five
frustrations from that painpoint.
(01:05):
Right Now that pain point willmanifest, let's say, five
frustrations from that painpoint.
Right?
So your ad copy, your threeversions of ad copy, want to
speak to three of thosefrustrations that come from that
pain point.
And this is because not allfrustrations will convert
equally, as in all frustrationsmight be related to the pain
point that your webinar solves,but some of those will just hit
different and cause people toreally want to come to the
(01:27):
webinar more than the others,and that will reflect in a lower
cost per lead.
So this is why you're going tohave three pieces of ad copy,
right?
So, now that you'recommunicating your three
different pieces of ad copydifferent frustration that your
audience actually feels here'sthe structure that each ad copy
will follow.
If you've heard aboutcopywriting strategies before,
this is the PAS structure.
(01:48):
It's called problem, agitateand solution.
I like to add an H on the end,which is hope.
So instead of the problem,we're going to call it
frustration.
There you go.
Okay, then agitate a little bit, not trigger, but just go a
little deeper into it, right?
Maybe?
Express the emotions aroundthat frustration.
Some show the solution orpresent your solution in a very
(02:10):
concise way and then end withhope, like what life looks like
after the solution is presented.
And, of course, the solution ispresented in your webinar and
that's where you get people toshow up.
If this is your first rodeo, asfar as your first webinar in
order to sell your course,remember that you do not want to
over-educate in the webinar.
It should be like 45 minuteslong and you want to, more than
(02:32):
educate, empower somebody totake action and solve that
problem.
The action in solving theproblem is actually your course
or program that you're going tosell, right?
Okay, so keep this ad copy shortand clear and directly tied to
a one frustration per version.
Again, short means anywherefrom 75 words long, which is
(02:52):
super short, to like 150 wordslong, which is medium length.
I'm not a fan of 250 word adcopy.
That's pretty long.
But of course, if youlong-winded in your ad copy or
your copy in general or youremails in general, go ahead and
try a link that's super long.
You're just trying to find theangle that gets the click and of
(03:13):
course, you'll test these adcopy versions systematically so
you'll know which one runs thebest and then you can just go
ahead and use that one piece ofad copy that works the best with
different kinds of visuals.
Speaking of visuals, in thiscase, right now, there's two
kinds of visuals Graphics andthere are videos, right, yes,
(03:35):
video is converting better, butif you're not super great at
making a video, then make somegraphics first and test through
those graphics.
It's really up to you.
I'm just going to talk aboutvideo, right?
So keep your video under 45seconds, okay, and use a clear
structure in the video, a solidhook, and then you can teach one
thing and then have a call toaction to register, and then, on
(03:56):
that video, you want to have,like your captions of what
you're saying and then also havea text overlay that is a call
to action to register for yourwebinar or your bootcamp or your
challenge.
What have you?
Or you can use the myth format,right, which is that most,
whatever kind of people thinkthey need X, but actually they
need to do Y, or actually Yworks better, and I'll show you
(04:20):
how inside of my free training.
So then you wanna go ahead andrecord several, maybe five,
different videos.
I like five, actually, and eachis super short and each would
speak to one frustration or onemyth.
And here's what you're going todo as far as how to test all
this in a systematic way and I'mjust giving you the overview
(04:42):
here.
If you want detail, like to seeme go through testing each of
those steps and to give youthings that will work and things
that you should avoid there issomething called my ad testing
cheat code.
It's down in the show notes andwhat it does is it walks you
through my Olympic Gold testingframework, the same one that I
use for every client when Istart their account.
(05:02):
That way, you can get thehighest quality lead for the
lowest cost possible.
Ok, so it's the ad testingcheat code, and here is the
overview of it.
You're going to start out withthree versions of ad copy paired
with one video or one graphic,ok and you're going to run those
(05:24):
for a handful of days until youcan see the winner.
And once you've seen the winnercombination of ad copy plus
video then you shut off thelosers, those loser ads, and
then you pair the winning adcopy with two more ad creative,
you know, or three more adcreative.
It really depends on how muchyou're spending in daily ad
spend and then you keep goingand then you shut off some
(05:47):
losers and you keep the winnerson and then you pair up more of
your visuals until you've testedthrough using the winning ad
copy and then all of yourvisuals and once you've done
that, then you can go ahead andmove on to some more headlines,
adding those in.
But the goal here is that youwould have, say, three, maybe
four ads that are all gettingyou a decent cost per lead and
(06:08):
you just leave those ads running.
Okay, and they're just doingthe work and the algorithm is
kind of going between the ads asit wishes to show it to the
people who it sees fit to showthose ads to.
And that is a quick overview ofthe framework.
Again, if you want to go intodetail and be able to set it up
and manage it and know when topick winners and losers at each
(06:30):
phase and how to identify someproblems and avoid those, then
that's in the ad testing sheetcode which is down below.
Now, before I show you an actualclient account where I can show
you some things not to clickand some things to click as you
set up your ads, let me tell youabout targeting.
That works right now.
This would be august 2025.
(06:50):
You want to prioritize yourwarm audiences, unless you
barely have any.
Here's like an easy rule tofollow, which is target like use
75 of your ad budget to targetwarm audiences and 30 75 of your
ad budget to target warmaudiences and 30 on cold
audiences.
I just want to say that I'vebeen managing ads since 2019 and
(07:11):
since 2020 for lots ofdifferent clients, but I am not
your ad manager, even though Ihave tons of experience doing
this.
Nothing I say is guaranteed towork for you.
You must test.
I'm not guaranteeing thatyou're going to be able to use
an ad strategy to make yourselftons of money.
In fact, it's almost guaranteedthat you will lose money at one
point, because that's thenature of testing.
(07:33):
When you test ads, sometimesthey work and sometimes you
don't, and managing Facebook andInstagram ads is a skill that
you must acquire, and youwouldn't expect to go to
university and not pay anything,right?
You're not going to have to goto university to learn how to
run ads, but part of the cost,either if you're paying for a
course or trying it yourself.
Sometimes the cost is failedattempts and you learn from
(07:56):
those attempts.
Okay, so if you don't have a lotof people in your warm audience
, then go ahead and use coldaudience targeting, but make
sure that if you're gonna splityour budget between cold and
warm, that you target warm first, and after your warm audience
cost per lead starts to float upabove your cold audience cost
per lead, then of course, shutoff your warm audience ads
because they've seen the ads toomuch.
(08:17):
Or add in different creativefor your warm audiences and it
should be fresh and then theywon't have seen it so they won't
have that filter.
Like I've seen this before, I'mnot gonna click and maybe your
ad costs will come down.
Okay, warm is converting betterway better than cold right now,
in 2025, and you might get alower cost per lead with your
(08:37):
cold audiences, but your warmaudiences will convert better
into your program.
And what does warm mean?
It means people who havevisited your website, people who
follow you on Instagram orFacebook, people who have become
leads in the past, as in joinedyour email list, and people who
have watched your videos in thepast, and all of these can be
(09:00):
set up inside of the audiencetool of Meta Ad Manager.
So I am showing you an actualclient's campaign for their
bootcamp.
This is how they sell theircourse right now and this is
again, we're actually gettingpositive ROAS.
It's a paid launch.
I don't recommend you do a paidlaunch unless you really know
(09:22):
what you're doing.
This is not my client's firstlaunch with me.
We've launched their programwith ads.
We've sold it maybe five timessix times by now.
So you're going to see astructure, an ad structure, that
represents the fact that wereally know what we're doing
with this launch.
It's rinse, wash and repeat.
It is not the exact same adstructure you will use if this
(09:45):
is your first time launching.
Okay.
Notably, we are using somethingcalled campaign budget
optimization.
That just means that we've setthe budget at the campaign level
, but if you're starting, youshould use ad set budget
optimization.
I won't go into detail, butthis is what us ad managers do,
so we have control over thebudget at the ad set level,
(10:08):
instead of letting the algorithmassign as it chooses budget to
any different ad set on anydifferent day.
Okay, so, looking inside, hereare their ad sets.
Now, again, this reflects thefact that we really know what
we're doing with this launch andwe're also spending $200 a day,
so there's multiple ads here.
(10:29):
If you're only spending, say,$30 a day, so that you can have
three ads inside of one ad setand you're used, then you're
gonna use ad set budget leveloptimization, all right.
So, coming in here to your adset, here are some things that
you'll want to click.
So so, at the ad set level, youwant to go ahead and set up,
you know, lead objectivecampaign, and if you're sending
(10:51):
somebody to a website and theconversion location is a website
, otherwise you can use a leadform, which is also called
instant form.
That is fine.
As far as your performance goal, you want to choose maximize
conversions and then your pixelgoes here and your conversion
event, which would be lead ifyou're having a free
(11:12):
registration or purchase, ifyou're having people pay to sign
up.
Now, one thing that peopleusually get wrong is they just
set their ad to go live at anytime they want.
Right?
I want you to set your ads togo live as early in the week as
possible.
Beginning of the week would bethe beginning of the work week.
Monday, and it's early in themorning.
I usually just do 2.30 amPacific Standard Time or 5.30 am
(11:35):
Eastern Time, and the reason wedo this is because the
algorithm wants to work on yourbehalf, but it needs as much
data as possible and consistentdata right, and so behavior on
Facebook and Instagram vastlywildly changes from Monday
through Friday and then theweekend.
So we launch our ads as earlyas possible in the week so that
(11:58):
the algorithm can learn off ofas full of a week as possible of
data right, and we launch themearly in the morning so it has a
full days of data with which toget started optimizing on right
.
I do not like to launch launchads on Friday because then the
algorithm hasn't had a week ofdata, a work week of data to
optimize off of, and you knowwhat?
(12:19):
The next day, saturday,instagram and Facebook user
behavior changes and thealgorithm is like what is going
on.
So try to launch earlier in theweek, like a Monday or Tuesday,
and early in the morning.
That would be when you launchyour ads.
And then you want to dosomething else, which is if
(12:40):
you're targeting your warmaudiences which I said you
should then you want to targetthese ones.
I do it for the client and it'sjust like I told you, right,
and go ahead and make sure thatyou are targeting these for your
warm audience.
Now, as far as age and gender,you pick the age and gender that
you want to pick, based on whoyour ideal client is or has been
(13:02):
, and I want you to make sure tochoose the country where your
clients come from.
Many people haveEnglish-speaking clients,
because at least many of myclients that I work with as a
Facebook and Instagram admanager have mostly
English-speaking clientsactually only English-speaking
clients, because we work inEnglish, in which case they're
(13:23):
gonna target, you know, canada,the United Kingdom, new Zealand,
australia, united States andmaybe Ireland, but again, we
only target for this clientCanada and the UK and the United
States, because that's wheretheir customers come from.
Okay, and then you can go aheadand, the first time around, just
have your ads show to all ofthe platforms and when I say all
(13:45):
the platforms, I mean all theplacements on all the platforms
Instagram and Facebook feeds andstories and reels and I
actually sometimes don't likeads to show here, but the
algorithm is pretty good aboutnot spending a bunch of ad money
on these three placements.
Now we're gonna look at an ad.
One thing that you probablywant to know to save a ton of
(14:07):
your time is that name yourcampaign in a way that you know
what it's about and name your adsets in a way that you
understand, look up here whatthis ad set is and then name
your ad in this way where youput your ad copy name first and
(14:27):
then the name of your visualsecond and then the headline h1
third and then some otheroptimizations or whatever
settings after that.
Okay, that way at a glance youknow what ad is what and you
don't spend a bunch of yourvaluable time getting all
confused and trying to figureout what's working.
Because when you do this namingscheme the right way, then you
(14:48):
can very easily come through andtest and shut off losers and
keep the winners on and alwayslook back at your work and know
what was working and exactlywhat was not working.
Okay, there's a lot of stuffthat you do not wanna click down
at the ad level and there'ssome that you do.
Let me show you quickly.
So, first thing is you need toknow that multi advertiser ads
(15:10):
that tends to work better forpaid things, paid launches and
it tends to work better if youdon't select it for free stuff.
Okay, at this point, underneaththe ad creative, you want to
have site links off and you wantto have catalog links off and
you want to have catalog itemsoff.
Sometimes site links can work,but usually it doesn't work
super well for my clients, so Iwouldn't recommend that you have
(15:32):
site links on.
All that is is that if you havesite links on, the algorithm
can send people to differentpages on your website instead of
just to the opt-in page, and wedon't want that.
We want people to click on yourad and only go to the opt-in
page.
Something else I do is I do notuse advantage plus creative text
generation as an AI generatedtext, because I like to test my
(15:54):
ads and I don't want thealgorithm coming up with a
different ad creative than whatI've had written with a
copywriter.
Same thing goes for headlines.
I don't want that.
Also, in the beginning, I donot use any advantage plus
creative enhancements because Idon't want the algorithm
changing how my visuals arepresented to different viewers.
(16:19):
But if you want a quick bonusone, the ones that I do like to
have on are relevant comments.
That one works pretty well, andthen visual touch-ups can work
pretty well, but you shouldalways test these individually
before you decide what's workingwell for you and then, with
tracking, you want to have yourpixels selected.
Let me come back and tell youwhat Advantage Plus means.
(16:42):
You've probably seen a DV plus.
That just means that you canset up your targeting, but that
meta knows that it can targetwithin this audience and expand
outside of your targeting if youwant it to.
This tactic works very well forwarm audiences.
If you, for some reason,specifically only want to target
your warm audience, then goahead and choose this.
(17:03):
Further limit the reach of yourads, at least right now in
August, when I'm recording this.
This is there.
If you're watching this fromthe future.
You know, in two years maybeyou won't see this option.
You'll need to dive in to.
You'll need to go into yourmeta ad manager and see what
your current available optionsare.
Now let me save you some money.
(17:30):
When you see suggestions, takethem with a grain of salt, okay.
Too many times I've coachedfolks on how to run their ads
and then they come back to me inanother session or they message
me, because when you coach withme, you have unlimited access
to me during our coaching time.
They message me and say, quajo,my ads were working, but now
they're not working and I'm likewell, what happened?
They're like oh, I saw thisthing, this recommendation from
Meta, and I clicked it.
Look, meta does makerecommendations.
You couldn't take them, buttest them as in.
(17:52):
If I were to click this, Ishould do it in one ad set and
then test it against anidentical ad set where I didn't
have this clicked right and seewhich one works better.
In general, though, when metafirst comes out with
recommendations, thoserecommendations can work
sometimes maybe, but they're notproven and it learns how to
(18:12):
better recommend things andbetter have those
recommendations work by data,and guess what that data is?
People's successes and failures.
So in the beginning, it doesn'thave as much data, even though
they do do experiments with thisstuff before they roll it out
to the public.
But I know from having manydifferent ad accounts that I see
different recommendationsinside of different ad accounts.
(18:32):
Don't be the guinea pig, okay,don't take these recommendations
from meta.
Just use tried and true adcampaign setup tactics from me
so that you make fewer mistakes.
Cool, all right.
Now let me give you a bonus, andthat bonus is don't put in all
(18:55):
the hard work on getting goodads only to not have a solid
webinar registration, show upsequence, and all that means is,
if some body signs up for yourwebinar, you want them to show
up to your webinar, right, thatmeans they need to hear from you
consistently between when theysign up and your webinar starts,
which means you need to haveemails that go out on the
(19:18):
automated fashion.
And so here's what you're gonnado you're gonna have an email
that goes out at least everythree days following somebody's
registration.
Set that up however you want.
Probably an automated emailsequence will work the best.
And if you can have an email goout every two days, adding
value, teasing the value of thewebinar or building your
authority, so to speak, bylinking to, like an authority,
(19:40):
building podcast episode or evenInstagram reel, go ahead and do
that.
Or sharing your story ortestimonials from clients who
you've helped, do that, right,but have those going out on a
regular basis, like I said.
And then also, when it comestime for your webinar to almost
start, have a good show upsequence, as in a reminder
(20:00):
sequence that says, hey, thewebinar will be beginning in two
days, and here's why you don'twant to miss out.
Hey, the webinar will bebeginning tomorrow at this time
and in the morning of, have anemail go out.
Hey, the webinar will be laterthis morning and then, 30
minutes before the webinar, havean email go out and then, 10
minutes before the webinar, haveanother one saying, hey, we're
(20:20):
going live in 10 minutes.
Here's the link, if you lost it.
Doing these will increase yourshow up rate, and the more
people that actually show up toyour webinar means that more
people, because it's all apercentages game.
They will convert for you.
If you want to knowspecifically how to set up and
test your ads so that you end upwith the ads that are getting
(20:41):
you the highest quality leads atthe lowest cost possible, that
is the ad testing cheat code andI walk you through the exact
way I set them up and theframework for testing those ads.
It's called my Olympic goldmedal framework and that one is
below.
Otherwise, when you hear fromme, or until you hear from me or
see from me next, take care, beblessed and I'll see you the
(21:03):
next one.
Bye.
Do you want to know how to run Facebook ads?
Well, if you're an onlinecourse creator and you're going
to have a webinar or a challengeor a bootcamp in order to sell
your course and you're wantingto actually fill it up with good
leads using Facebook andInstagram ads, then this episode
is your ABC, your one, two,three, your launch map for ads.
At least, I'll walk you throughhow to test first, how to
(00:22):
structure your ads, and I'lleven show you at the end how I
do it inside of a real clientaccount, so you can see some
things that you should beclicking options inside of Meta
Ad Manager and options that youshould not be cooking, the ones
you want to avoid if you want tohave high-quality leads without
blowing all of your ad budget.
So the first thing you want tohone in on is starting with
(00:44):
three versions of ad copy.
And how do you know the contentof the ad copy?
Super straightforward is thatyour webinar or your other
challenge kind of launch, butyour webinar and your course, by
the way, should solve a painpoint ideally the same pain
point or very similar pain point.
Right Now that pain point willmanifest, let's say, five
frustrations from that painpoint.
(01:05):
Right Now that pain point willmanifest, let's say, five
frustrations from that painpoint.
Right?
So your ad copy, your threeversions of ad copy, want to
speak to three of thosefrustrations that come from that
pain point.
And this is because not allfrustrations will convert
equally, as in all frustrationsmight be related to the pain
point that your webinar solves,but some of those will just hit
different and cause people toreally want to come to the
(01:27):
webinar more than the others,and that will reflect in a lower
cost per lead.
So this is why you're going tohave three pieces of ad copy,
right?
So, now that you'recommunicating your three
different pieces of ad copydifferent frustration that your
audience actually feels here'sthe structure that each ad copy
will follow.
If you've heard aboutcopywriting strategies before,
this is the PAS structure.
(01:48):
It's called problem, agitateand solution.
I like to add an H on the end,which is hope.
So instead of the problem,we're going to call it
frustration.
There you go.
Okay, then agitate a little bit, not trigger, but just go a
little deeper into it, right?
Maybe?
Express the emotions aroundthat frustration.
Some show the solution orpresent your solution in a very
(02:10):
concise way and then end withhope, like what life looks like
after the solution is presented.
And, of course, the solution ispresented in your webinar and
that's where you get people toshow up.
If this is your first rodeo, asfar as your first webinar in
order to sell your course,remember that you do not want to
over-educate in the webinar.
It should be like 45 minuteslong and you want to, more than
(02:32):
educate, empower somebody totake action and solve that
problem.
The action in solving theproblem is actually your course
or program that you're going tosell, right?
Okay, so keep this ad copy shortand clear and directly tied to
a one frustration per version.
Again, short means anywherefrom 75 words long, which is
(02:52):
super short, to like 150 wordslong, which is medium length.
I'm not a fan of 250 word adcopy.
That's pretty long.
But of course, if youlong-winded in your ad copy or
your copy in general or youremails in general, go ahead and
try a link that's super long.
You're just trying to find theangle that gets the click and of
(03:13):
course, you'll test these adcopy versions systematically so
you'll know which one runs thebest and then you can just go
ahead and use that one piece ofad copy that works the best with
different kinds of visuals.
Speaking of visuals, in thiscase, right now, there's two
kinds of visuals Graphics andthere are videos, right, yes,
(03:35):
video is converting better, butif you're not super great at
making a video, then make somegraphics first and test through
those graphics.
It's really up to you.
I'm just going to talk aboutvideo, right?
So keep your video under 45seconds, okay, and use a clear
structure in the video, a solidhook, and then you can teach one
thing and then have a call toaction to register, and then, on
(03:56):
that video, you want to have,like your captions of what
you're saying and then also havea text overlay that is a call
to action to register for yourwebinar or your bootcamp or your
challenge.
What have you?
Or you can use the myth format,right, which is that most,
whatever kind of people thinkthey need X, but actually they
need to do Y, or actually Yworks better, and I'll show you
(04:20):
how inside of my free training.
So then you wanna go ahead andrecord several, maybe five,
different videos.
I like five, actually, and eachis super short and each would
speak to one frustration or onemyth.
And here's what you're going todo as far as how to test all
this in a systematic way and I'mjust giving you the overview
(04:42):
here.
If you want detail, like to seeme go through testing each of
those steps and to give youthings that will work and things
that you should avoid there issomething called my ad testing
cheat code.
It's down in the show notes andwhat it does is it walks you
through my Olympic Gold testingframework, the same one that I
use for every client when Istart their account.
(05:02):
That way, you can get thehighest quality lead for the
lowest cost possible.
Ok, so it's the ad testingcheat code, and here is the
overview of it.
You're going to start out withthree versions of ad copy paired
with one video or one graphic,ok and you're going to run those
(05:24):
for a handful of days until youcan see the winner.
And once you've seen the winnercombination of ad copy plus
video then you shut off thelosers, those loser ads, and
then you pair the winning adcopy with two more ad creative,
you know, or three more adcreative.
It really depends on how muchyou're spending in daily ad
spend and then you keep goingand then you shut off some
(05:47):
losers and you keep the winnerson and then you pair up more of
your visuals until you've testedthrough using the winning ad
copy and then all of yourvisuals and once you've done
that, then you can go ahead andmove on to some more headlines,
adding those in.
But the goal here is that youwould have, say, three, maybe
four ads that are all gettingyou a decent cost per lead and
(06:08):
you just leave those ads running.
Okay, and they're just doingthe work and the algorithm is
kind of going between the ads asit wishes to show it to the
people who it sees fit to showthose ads to.
And that is a quick overview ofthe framework.
Again, if you want to go intodetail and be able to set it up
and manage it and know when topick winners and losers at each
(06:30):
phase and how to identify someproblems and avoid those, then
that's in the ad testing sheetcode which is down below.
Now, before I show you an actualclient account where I can show
you some things not to clickand some things to click as you
set up your ads, let me tell youabout targeting.
That works right now.
This would be august 2025.
(06:50):
You want to prioritize yourwarm audiences, unless you
barely have any.
Here's like an easy rule tofollow, which is target like use
75 of your ad budget to targetwarm audiences and 30 75 of your
ad budget to target warmaudiences and 30 on cold
audiences.
I just want to say that I'vebeen managing ads since 2019 and
(07:11):
since 2020 for lots ofdifferent clients, but I am not
your ad manager, even though Ihave tons of experience doing
this.
Nothing I say is guaranteed towork for you.
You must test.
I'm not guaranteeing thatyou're going to be able to use
an ad strategy to make yourselftons of money.
In fact, it's almost guaranteedthat you will lose money at one
point, because that's thenature of testing.
(07:33):
When you test ads, sometimesthey work and sometimes you
don't, and managing Facebook andInstagram ads is a skill that
you must acquire, and youwouldn't expect to go to
university and not pay anything,right?
You're not going to have to goto university to learn how to
run ads, but part of the cost,either if you're paying for a
course or trying it yourself.
Sometimes the cost is failedattempts and you learn from
(07:56):
those attempts.
Okay, so if you don't have a lotof people in your warm audience
, then go ahead and use coldaudience targeting, but make
sure that if you're gonna splityour budget between cold and
warm, that you target warm first, and after your warm audience
cost per lead starts to float upabove your cold audience cost
per lead, then of course, shutoff your warm audience ads
because they've seen the ads toomuch.
(08:17):
Or add in different creativefor your warm audiences and it
should be fresh and then theywon't have seen it so they won't
have that filter.
Like I've seen this before, I'mnot gonna click and maybe your
ad costs will come down.
Okay, warm is converting betterway better than cold right now,
in 2025, and you might get alower cost per lead with your
(08:37):
cold audiences, but your warmaudiences will convert better
into your program.
And what does warm mean?
It means people who havevisited your website, people who
follow you on Instagram orFacebook, people who have become
leads in the past, as in joinedyour email list, and people who
have watched your videos in thepast, and all of these can be
(09:00):
set up inside of the audiencetool of Meta Ad Manager.
So I am showing you an actualclient's campaign for their
bootcamp.
This is how they sell theircourse right now and this is
again, we're actually gettingpositive ROAS.
It's a paid launch.
I don't recommend you do a paidlaunch unless you really know
(09:22):
what you're doing.
This is not my client's firstlaunch with me.
We've launched their programwith ads.
We've sold it maybe five timessix times by now.
So you're going to see astructure, an ad structure, that
represents the fact that wereally know what we're doing
with this launch.
It's rinse, wash and repeat.
It is not the exact same adstructure you will use if this
(09:45):
is your first time launching.
Okay.
Notably, we are using somethingcalled campaign budget
optimization.
That just means that we've setthe budget at the campaign level
, but if you're starting, youshould use ad set budget
optimization.
I won't go into detail, butthis is what us ad managers do,
so we have control over thebudget at the ad set level,
(10:08):
instead of letting the algorithmassign as it chooses budget to
any different ad set on anydifferent day.
Okay, so, looking inside, hereare their ad sets.
Now, again, this reflects thefact that we really know what
we're doing with this launch andwe're also spending $200 a day,
so there's multiple ads here.
(10:29):
If you're only spending, say,$30 a day, so that you can have
three ads inside of one ad setand you're used, then you're
gonna use ad set budget leveloptimization, all right.
So, coming in here to your adset, here are some things that
you'll want to click.
So so, at the ad set level, youwant to go ahead and set up,
you know, lead objectivecampaign, and if you're sending
(10:51):
somebody to a website and theconversion location is a website
, otherwise you can use a leadform, which is also called
instant form.
That is fine.
As far as your performance goal, you want to choose maximize
conversions and then your pixelgoes here and your conversion
event, which would be lead ifyou're having a free
(11:12):
registration or purchase, ifyou're having people pay to sign
up.
Now, one thing that peopleusually get wrong is they just
set their ad to go live at anytime they want.
Right?
I want you to set your ads togo live as early in the week as
possible.
Beginning of the week would bethe beginning of the work week.
Monday, and it's early in themorning.
I usually just do 2.30 amPacific Standard Time or 5.30 am
(11:35):
Eastern Time, and the reason wedo this is because the
algorithm wants to work on yourbehalf, but it needs as much
data as possible and consistentdata right, and so behavior on
Facebook and Instagram vastlywildly changes from Monday
through Friday and then theweekend.
So we launch our ads as earlyas possible in the week so that
(11:58):
the algorithm can learn off ofas full of a week as possible of
data right, and we launch themearly in the morning so it has a
full days of data with which toget started optimizing on right
.
I do not like to launch launchads on Friday because then the
algorithm hasn't had a week ofdata, a work week of data to
optimize off of, and you knowwhat?
(12:19):
The next day, saturday,instagram and Facebook user
behavior changes and thealgorithm is like what is going
on.
So try to launch earlier in theweek, like a Monday or Tuesday,
and early in the morning.
That would be when you launchyour ads.
And then you want to dosomething else, which is if
(12:40):
you're targeting your warmaudiences which I said you
should then you want to targetthese ones.
I do it for the client and it'sjust like I told you, right,
and go ahead and make sure thatyou are targeting these for your
warm audience.
Now, as far as age and gender,you pick the age and gender that
you want to pick, based on whoyour ideal client is or has been
(13:02):
, and I want you to make sure tochoose the country where your
clients come from.
Many people haveEnglish-speaking clients,
because at least many of myclients that I work with as a
Facebook and Instagram admanager have mostly
English-speaking clientsactually only English-speaking
clients, because we work inEnglish, in which case they're
(13:23):
gonna target, you know, canada,the United Kingdom, new Zealand,
australia, united States andmaybe Ireland, but again, we
only target for this clientCanada and the UK and the United
States, because that's wheretheir customers come from.
Okay, and then you can go aheadand, the first time around, just
have your ads show to all ofthe platforms and when I say all
(13:45):
the platforms, I mean all theplacements on all the platforms
Instagram and Facebook feeds andstories and reels and I
actually sometimes don't likeads to show here, but the
algorithm is pretty good aboutnot spending a bunch of ad money
on these three placements.
Now we're gonna look at an ad.
One thing that you probablywant to know to save a ton of
(14:07):
your time is that name yourcampaign in a way that you know
what it's about and name your adsets in a way that you
understand, look up here whatthis ad set is and then name
your ad in this way where youput your ad copy name first and
(14:27):
then the name of your visualsecond and then the headline h1
third and then some otheroptimizations or whatever
settings after that.
Okay, that way at a glance youknow what ad is what and you
don't spend a bunch of yourvaluable time getting all
confused and trying to figureout what's working.
Because when you do this namingscheme the right way, then you
(14:48):
can very easily come through andtest and shut off losers and
keep the winners on and alwayslook back at your work and know
what was working and exactlywhat was not working.
Okay, there's a lot of stuffthat you do not wanna click down
at the ad level and there'ssome that you do.
Let me show you quickly.
So, first thing is you need toknow that multi advertiser ads
(15:10):
that tends to work better forpaid things, paid launches and
it tends to work better if youdon't select it for free stuff.
Okay, at this point, underneaththe ad creative, you want to
have site links off and you wantto have catalog links off and
you want to have catalog itemsoff.
Sometimes site links can work,but usually it doesn't work
super well for my clients, so Iwouldn't recommend that you have
(15:32):
site links on.
All that is is that if you havesite links on, the algorithm
can send people to differentpages on your website instead of
just to the opt-in page, and wedon't want that.
We want people to click on yourad and only go to the opt-in
page.
Something else I do is I do notuse advantage plus creative text
generation as an AI generatedtext, because I like to test my
(15:54):
ads and I don't want thealgorithm coming up with a
different ad creative than whatI've had written with a
copywriter.
Same thing goes for headlines.
I don't want that.
Also, in the beginning, I donot use any advantage plus
creative enhancements because Idon't want the algorithm
changing how my visuals arepresented to different viewers.
(16:19):
But if you want a quick bonusone, the ones that I do like to
have on are relevant comments.
That one works pretty well, andthen visual touch-ups can work
pretty well, but you shouldalways test these individually
before you decide what's workingwell for you and then, with
tracking, you want to have yourpixels selected.
Let me come back and tell youwhat Advantage Plus means.
(16:42):
You've probably seen a DV plus.
That just means that you canset up your targeting, but that
meta knows that it can targetwithin this audience and expand
outside of your targeting if youwant it to.
This tactic works very well forwarm audiences.
If you, for some reason,specifically only want to target
your warm audience, then goahead and choose this.
(17:03):
Further limit the reach of yourads, at least right now in
August, when I'm recording this.
This is there.
If you're watching this fromthe future.
You know, in two years maybeyou won't see this option.
You'll need to dive in to.
You'll need to go into yourmeta ad manager and see what
your current available optionsare.
Now let me save you some money.
(17:30):
When you see suggestions, takethem with a grain of salt, okay.
Too many times I've coachedfolks on how to run their ads
and then they come back to me inanother session or they message
me, because when you coach withme, you have unlimited access
to me during our coaching time.
They message me and say, quajo,my ads were working, but now
they're not working and I'm likewell, what happened?
They're like oh, I saw thisthing, this recommendation from
Meta, and I clicked it.
Look, meta does makerecommendations.
You couldn't take them, buttest them as in.
(17:52):
If I were to click this, Ishould do it in one ad set and
then test it against anidentical ad set where I didn't
have this clicked right and seewhich one works better.
In general, though, when metafirst comes out with
recommendations, thoserecommendations can work
sometimes maybe, but they're notproven and it learns how to
(18:12):
better recommend things andbetter have those
recommendations work by data,and guess what that data is?
People's successes and failures.
So in the beginning, it doesn'thave as much data, even though
they do do experiments with thisstuff before they roll it out
to the public.
But I know from having manydifferent ad accounts that I see
different recommendationsinside of different ad accounts.
(18:32):
Don't be the guinea pig, okay,don't take these recommendations
from meta.
Just use tried and true adcampaign setup tactics from me
so that you make fewer mistakes.
Cool, all right.
Now let me give you a bonus, andthat bonus is don't put in all
(18:55):
the hard work on getting goodads only to not have a solid
webinar registration, show upsequence, and all that means is,
if some body signs up for yourwebinar, you want them to show
up to your webinar, right, thatmeans they need to hear from you
consistently between when theysign up and your webinar starts,
which means you need to haveemails that go out on the
(19:18):
automated fashion.
And so here's what you're gonnado you're gonna have an email
that goes out at least everythree days following somebody's
registration.
Set that up however you want.
Probably an automated emailsequence will work the best.
And if you can have an email goout every two days, adding
value, teasing the value of thewebinar or building your
authority, so to speak, bylinking to, like an authority,
(19:40):
building podcast episode or evenInstagram reel, go ahead and do
that.
Or sharing your story ortestimonials from clients who
you've helped, do that, right,but have those going out on a
regular basis, like I said.
And then also, when it comestime for your webinar to almost
start, have a good show upsequence, as in a reminder
(20:00):
sequence that says, hey, thewebinar will be beginning in two
days, and here's why you don'twant to miss out.
Hey, the webinar will bebeginning tomorrow at this time
and in the morning of, have anemail go out.
Hey, the webinar will be laterthis morning and then, 30
minutes before the webinar, havean email go out and then, 10
minutes before the webinar, haveanother one saying, hey, we're
(20:20):
going live in 10 minutes.
Here's the link, if you lost it.
Doing these will increase yourshow up rate, and the more
people that actually show up toyour webinar means that more
people, because it's all apercentages game.
They will convert for you.
If you want to knowspecifically how to set up and
test your ads so that you end upwith the ads that are getting
(20:41):
you the highest quality leads atthe lowest cost possible, that
is the ad testing cheat code andI walk you through the exact
way I set them up and theframework for testing those ads.
It's called my Olympic goldmedal framework and that one is
below.
Otherwise, when you hear fromme, or until you hear from me or
see from me next, take care, beblessed and I'll see you the
(21:03):
next one.
Bye.
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