Should I Include the Price in My Facebook and Instagram Ad Copy?

If you’ve ever wondered whether you should put the price in your Facebook and Instagram ad copy, the answer is YES... and let me tell you why.

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Let’s talk about how showing the price up front saves you from paying for clicks from the wrong people and leads to stronger sales. I’ll also share some quick tips on how to price your low-ticket offers for cold audiences—people who’ve never heard of you before.

One of my go-to rules? Keep your offer under $47. It’s a price point that usually works really well with cold traffic and feels like a no-brainer for your audience.

Watch this episode on YouTube!

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Episode Transcript

Speaker 0 (00:00):
Should you include the price in your Facebook and
Instagram ad copy Absolutely100% of the time?
Yes, you should, because in myfive-ish years of running
Facebook and Instagram ads, Ihave seen this happen over and
over again.
You don't want to make thismistake, okay?
Because in my five-ish years ofrunning Facebook and Instagram

(00:21):
ads, I've seen it happen whereyou don't include the price in
the ad copy, so way more peopleclick over who shouldn't have
clicked over.
And you know why they shouldn'tclick over Because if they see
the price and they decide it'stoo much for them, or they read
the ad copy and they see theprice and they think that the
value's not there, then theyweren't qualified for the paid

(00:43):
thing that you were trying toadvertise.
So why waste money on the clickright?
So what I'm saying here is isthe ad copy needs to qualify the
person who is reading the adcopy.
We're not just about trying tolike get as many eyeballs to the
landing page as possible.
No, we want the right people tocome on in, which is why if you
are selling a low ticket offer,then put the price of the low

(01:05):
ticket offer right there in thead copy, just above the link, so
that somebody knows if yourthing is $27 or $37 and they
read the ad copy and theyunderstand the value, then they
know if it's for them or not,because otherwise what will
happen is your click-throughrates will be really high and
then your sales won't be so goodand you'll be stuck there
wondering what's happening.

(01:25):
My click-through rate is prettygood, you know, like really
good, but people aren't buying.
Why aren't the ads working?
And it's because a lot ofpeople who are unqualified to be
looking at the ads are just notthere.
Now there's two scenarios thatyou want to think through
specifically.
One is for a low ticket offerand the other one is if you are
launching your main programlaunching, ie, having a webinar

(01:48):
or a challenge or bootcamp andthen you're selling your
mid-tier program, whatever it is$597,997, $3,996.43.
Okay, put that price inside ofthe ad copy, but also make sure
that you have accuratelyexpressed the value of the

(02:11):
program.
Now, does this mean you needlike 400 words in the ad copy?
No, but you do need toaccurately express that you
understand what pain points theclient or potential client or
potential customer has.
Especially, do some research sothat you're using the pain
points that resonate the mostwith that person, then empathize

(02:31):
with them, because eitheryou've been there or you've
helped plenty of folks in theirshoes, and then explain what
exactly it is that your programdoes or your offer does and how
it can help them and give them apicture of a near future hope
that can be attained throughyour guidance.
And here's a bonus tip for you,if you're wondering well, quajo,

(02:53):
I do want to run ads to a lowticket offer, but I don't know
how much to price it at.
I would say, and I've actuallyconsulted with an e-commerce
meta and, as in Facebook andInstagram specialist, with an
e-commerce meta and as inFacebook and Instagram
specialist, and she told me thatover her years of running ads
too, there seems to be like athreshold of what people are
willing just to spend online andthe average order value

(03:14):
somewhere around like the upperthirties in US dollars.
And so definitely you're goingto hit some resistance if you
try to make a low ticket offermore than $57 and expect to run
ads directly to it, especiallyif you're targeting cold traffic
.
So I would say, in myexperience, keep your price for
your low ticket offer below like$37, $47 tops, but again, it

(03:38):
depends.
I should tell you that youalways want to test your prices
over time to see Maybe aslightly higher price works out,
maybe a slightly lower priceworks out better.
I am an ads manager.
I am NOT your ads manager.
Facebook and Instagram ads isalways a risk, and so you need

(03:59):
to understand that you willprobably lose money, because
that's what happens when we dothe good work of testing ads so
that we can get rid or fightthrough the ones that don't work
and find the ones that do work.
I really hope that helped you.
Before you say goodbye, clickin the show notes below and take
90 seconds to fill out thatlittle survey telling me exactly

(04:20):
what kind of episodes you need.
That way I can get to work onmaking the content that will
help you grow your online coursebusiness the best and the
mostest.
Until the next time you see meor hear from me, take care, see
you in the next one.
Bye.