The Real Reason Your Ads Keep Wasting Money

I hear it all the time, “we spent money on ads and got nothing back.”  The real issue usually isn’t the ads themselves, it’s not watching the right numbers and failing to act when those numbers are off. 

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• Get 1:1 ads coaching from me – three Zoom calls with me and unlimited support in between!

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I walk you through three key metrics and the simple fixes that can turn your ads around fast, from improving ad copy and creative to fixing targeting and opt-in pages. 

If you’ve been burning cash on ads, this will help you know exactly what to look for and what to change so you stop wasting money.

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‍‍Watch this episode on YouTube!

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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

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Episode Transcript

SPEAKER_00 (00:00):
As an ads manager, I hear this all the time.
In fact, I heard it this week ona discovery call.
It goes like we spent thousandsor hundreds of dollars on ads
and got nothing.
And when I dig in, the problemisn't just bad ads, it's usually
that somebody has not beenpaying attention to the right
numbers or taking the rightactions to fix wasn't working,

(00:22):
whether it's themselves managingtheir ads or an agency that's
managing the ads for them.
So here is a quick way how youcan make sure to improve your
results quickly out of your adsso that you don't waste money.
The real problem is that it'snot that Facebook is against

(00:42):
your meta, doesn't want you tosucceed, or that meta is super
random.
It's ads are failing because ofsome key metrics that are not
being monitored.
And listen, I'm not justpreaching here.
I understand personally, as ourday-to-day task lists get long,
we know the things we reallyneed to do to get the results
that we really want for ourbusinesses.

(01:03):
It's just that they get put offbecause of the day-to-day
operations.
I'm not immune to this, and so Iwant you to know, since you're
on the other end of the of theaudio headphones or the screen,
that I understand the plighttoo.
Now, if you want your ads to getbetter, look at these key
metrics and make these keydecisions based on those metrics

(01:23):
when the numbers are off, right?
Take action.
Here you go.
When your ads are running, ifthe link click through rate is
low, and we're only talkingabout three metrics and three
actions, okay?
Switch up your ad copy orcreative.
Well, I put the emphasis on thetop two or three lines of the
ad.
Okay, switch those up becauseyour audience is not connecting

(01:46):
with what you're saying or whatyou're showing.
Now, if your link click throughrate is good, but your cost per
lead is stubbornly high, thennext step is change your
targeting, okay?
Or fix the opt-in page, butfirst change your targeting
because sometimes the wrongpeople are seeing your ad and

(02:07):
thus not clicking.
Now, very quickly, you can startoff with targeting a lookalike
of your email list, okay?
And if that doesn't work, wellthen you can try to target a
look-alike of your Instagramfollowers or even a look-alike
of your website visitors overthe past 180 days.
Now, if you change yourtargeting and then CPL, the cost

(02:30):
per lead is still high, thenwhat's going to happen is you
probably need to change youropt-in page.
And all that means is look atthe basics, the best practices
for your opt-in page, and makesure those are dialed in.
Oh, and make sure you alreadyhave the pixel on your opt-in
page and thank you, page, allright?

(02:50):
But is the call to action onyour opt-in page and the button
really clear?
And is the button in a differentcolor than any other color used
on the opt-in page above thefold, that first screen that
somebody sees on their cellphone?
Most people are seeing youropt-in page from their cell
phone.
So, does that first screen statethe problem that this lead
magnet is solving?

(03:12):
And is that first opt-in buttonright there on the top of that
page?
All right, because if it'slong-winded, shorten that up so
that somebody who is lazy, as weall are, most of us are lazy and
won't scroll, we need to be ableto digest everything on that
first page.
And there shouldn't be a lotthere.
Now, if the opt-in page issolid, as in it's converting

(03:36):
around 25 to 30 percent on coldtraffic or higher on warm
traffic, but you see that yourcost per lead is still high,
just switch to a different leadmagnet quick.
So many times I've had clientsswitch to different lead magnets
and see way better results.
Now you have to do your duediligent testing to see if a

(03:58):
lead magnet will work, butchanging the lead magnet is also
valid.
Remember that not every freebieresonates with cold traffic or
even warm traffic in the sameway.
Just because you have oneproblem that you solve greatly
does not mean that all thefrustrations that stem from that
problem convert equally.

(04:20):
And you can have lead magnets tosolve different frustrations or
even different problems.

So here's the takeaway (04:25):
ads are not a mystery.
If they didn't work for youbefore, it might be because you
weren't looking at the rightnumbers and taking action on
those numbers.
And if you have an agency orsomeone else managing your ads,
make sure they are looking atthose metrics and reporting
those metrics to you.

(04:47):
And if you feel like you'reburning through cash on your own
ads and you want help, thenclick below and book a call with
me.
I do one-on-one ads coaching,and we can spend some time
troubleshoot your ads,troubleshoot your funnel, and
then start getting theconversions that you had hoped

(05:09):
to be getting because I'll beshowing you exactly how to
manage those ads.
Until the next time you see meor hear from me, take care, be
blessed, and we'll chat soon.
Bye.