Episode Transcript
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SPEAKER_00 (00:00):
Panic.
Oh my gosh, you open up Facebookand Instagram ad manager, and
that wonderful lead magnet thatyou've been running and it's
been doing okay or even prettygood.
Its cost per lead has crept up.
And all of a sudden, what oncewas maybe, I don't know, four
dollars per lead is now likeseven dollars per lead, and
you're like, what the heckhappened?
(00:20):
Your instinct is just to shut itoff, but don't because many ads
are salvageable, you just haveto know what signs to read and
what buttons or levers to pushor pull.
And in this episode, I will giveyou the same step-by-step system
that I use to diagnose and fixcost per lead.
(00:41):
So here's the context, which isimportant.
I am assuming that you, as anonline course creator who is
using Facebook ads to grow theiralready profitable business so
you can better serve people whoyou were destined to serve with
your passions and gifts and alsoprovide for your family, that
your targeting for your Facebookand Instagram ads is already
(01:03):
correct, and that you're runningwebsite conversion ads, i.e., an
ad with a link in it to clickthat goes to a landing page or
opt-in page that may or may notbe hosted on your website, but
that definitely is not a leadform or instant form that is on
the Facebook or Instagramplatform.
People are leaving Facebook andInstagram to opt in.
(01:24):
And I'm assuming that your CPL,your cost per lead, was good
before, but recently spiked orhas recently been on the climb.
And so the goal is to figure outwhat's wrong and what to do for
it.
So we got steps one through ninein this episode.
Okay, with a secret surprisealong the way.
(01:46):
Here is exactly how totroubleshoot.
By the way, hi, my name'sQuayjo.
I'm a Facebook and Instagram adsmanager, uniquely serving, I
have been serving for years now,course creators who are online,
who have a lead magnet and alaunch and maybe even a
low-ticket offer so that theycan grow their businesses and
feed and take care of theirfamilies while serving the
(02:07):
people who they were meant toserve.
Now, step one, you need tobefore you just panic and make a
change to your ad, check thetrend.
Compare the cost per lead totoday and then to yesterday, and
then to the two days prior tothat, and ask yourself is this
just a one-day blip or is it athree to four day trend?
(02:30):
The rule here is that you do notwant to overreact to a single
day fluctuation and turn off ormess up a perfectly good ad.
In this world of Facebook andInstagram ads, management, ads
performance fluctuates from dayto day.
It may be doing well, and thenboom, overnight, it blows up
(02:51):
appear apparently, appearingly.
So I don't know what I'm tryingto say, except for don't undo
your hard work or mess up yourhard work because of one bad
day.
Establish a trend, okay, beforeyou do anything.
And also that will reduce thestress in your brain, because
otherwise you might be makingchanges daily.
And then the Facebook andInstagram algorithm, meta's
(03:11):
algorithm, will not like youeither because you always
tinkering, tinkering, tinkering.
Step two, check to see if thatad set inside of your ad
campaign has entered learninglimited.
Learning limited just means thatMeta does not have enough
conversion data to exit thelearning phase.
And so the algorithm, it'slearning on your behalf, is
(03:32):
limited.
Okay, now learning limited isnot always a bad thing, just
that when I see that an ad sethas slipped into learning
limited, I will monitor thatthose ads for their performance
to see if it dips.
If it doesn't dip, I'll just litleave it there.
Especially because again, thecontext is that the ad
(03:55):
performance was pretty good, andI don't want to mess with an ad
that's really good.
So learning limited, it doesn'tmean the game is over, just
means monitor more closely.
For you, dear listener, if yousee that the cost per lead is
rising, though, and you see thatyour ad set has slipped into
learning limited, you know, thatorange dot, or at least right
(04:17):
now it's an orange dot, shows upnext to the name of your ad set,
then what you can do isduplicate your ad set and
schedule it to relaunch the nextmorning, assuming that next
morning is a weekday.
Or you could increase the budgetslightly and see if, especially
because right, the cost per leadwas strong previously, you could
increase the budget and ifyou're getting enough more
(04:39):
leads, that influx of new datacould help your ad set come out
of learning limited.
All right, now the next step.
Look on your ad for comments.
Lots of folks just don't checkcomments on their ads, and
negative or unanswered commentsjust crush trust, you know.
(05:00):
Negative comments breed morenegative comments, and those can
cause your ad performance to godown, your cost per lead to go
up.
So if you check your comments,you can do a couple things,
several, you can either respondto that comment, you can ignore
that comment, or you can hidethat comment, okay?
Because you know, if somebodyaccuses you of being a scammer,
(05:23):
you probably want to addressthat.
Or if somebody very genuinelysays, Hey, I signed up for your
thing, but I did not get thefreebie, you know, you want to
address that too, right?
Because remember, people aregetting scammed and they are
we're they're just suspicious ofgiving their name and email
address.
And email address is quitepersonal and they don't want to
give that online.
So if you see those kind ofcomments, they're gonna hurt
(05:45):
your credibility.
So answer them, okay?
Even neutral comments, but thatare unanswered, that hurts
credibility.
You want to be there andinvolved, and people who see the
ad will notice if the creator ofthat ad, the owner of the
course, the owner of theInstagram or Facebook account is
actually responding.
And look, sometimes there'sgonna be trolls, right?
(06:07):
People hide behind the anonymityof their screen and they just
get stupid.
For trolls, you can eitherdelete their ad, but then they
could come back.
You could just hide their ad.
Then to them, you could deletetheir comment, is what I meant
to say, or you could hide theircomment.
If you hide their comment, thenyou don't have to argue with
them.
They see the ad and they stillsee their comment, but they're
(06:28):
the only one who can see theircomment, which is which is quite
nice, you know, becausesometimes arguing with a troll
or like trying to have theseoff-topic arguments just doesn't
matter.
So hide a comment, delete acomment, or reply to a comment,
depending on the situation.
Step four, look at your linkclick-through rate.
(06:50):
This to me is the most importantmetric.
It's what I look at.
You can enable this column tosee it in your ad manager setup.
It's called link click-throughrate, Ctrl link for short, and
you are hoping to have a 1% linkclick-through rate or above 0.75
is bad, 1% is good, above 1.25%link click-through rate is
(07:13):
strong and even better.
What a link click-through rateeven means.
If you see an ad and you noticethat the link click-through rate
is the percentage of people thatsee your ad that actually click
on the link in your ad to go tothe website and opt in.
Okay, best practices here, makesure you actually have a
(07:34):
clickable link in the ad copy.
And if your link click-throughrate is low, the easiest thing
to do is just change up the diffthe headlines.
That's the bold text on your adthat shows up next to a the blue
call to action button.
And by the way, if you're notwatching this on my YouTube
channel right now, just click inthe show notes below and you can
(07:57):
click over to the YouTubechannel because you can see a
visual ad on the screen, andthen you'll know what I'm
talking about as far as thisnext part, okay?
The component, the next stepfive, where you troubleshoot the
CTR all, the all click-throughrate, right?
One more thing about linkclick-through rate.
You can swap out headlines,that's the quickest lever to
(08:17):
pull.
You can also test new hooks.
The hook would be the top one totwo sentences in your ad copy.
A hook in general speaks to afrustration that stems from a
problem that your lead magnet oryour free or paid launch or your
offer that you're attempting tosell will solve.
So by changing up the hook, youare thereby speaking to a
(08:38):
different frustration, and notall frustrations convert the
same.
They're not all equal.
Some convert way better thanothers.
So it's your job to test.
Okay.
And then finally, you canrewrite all the ad copy.
But usually just by changing outsome headlines and/or the hook,
you can rejuvenate that ad andbring the cost per lead down
(09:00):
again.
Step five is well, what if theCTR all is off?
The click-through rate for yourad in general is off.
And all this means, by the way,is that you're not seeing this
three to run three to one ratio,whereby the all click-through
rate, if you will, is threetimes greater than the link
click-through rate.
Okay.
What does that mean, by the way?
(09:20):
If someone clicks anywhere onyour ad, that's CTR all, okay.
It could be clicking on that, itcould be that somebody's
clicking on the little profilelogo at the top left of your ad.
It could be that they click onthe graphic of your ad or they
click on the video of your ad toplay it, and then they stop
playing it, right?
Or they click on the like buttonor the heart button or the laugh
(09:44):
button, or they click on thecomment button to leave a
comment, or they click on theshare button to make a share, or
they click that dot dot dot seemore that shows up at the top of
your ad, just underneath, toexpand the ad copy.
I would be speaking about howyour ad looks in a Facebook and
Instagram feed.
You might see an ad as an as areel, in which case they're
expanding at the bottom of yourad, the ad copy, you know, but
(10:08):
that is all all of that stuff isinside or measured by CTR all.
And it should be three to oneratio where the CTR all is three
times higher than the CTR link.
So if that ratio is healthy,move on, okay, and check your
cost per mill, but as in thecost that it costs to show your
ad to a thousand people onFacebook and Instagram.
(10:31):
Check that, right?
I can't tell you what a goodcost per mill is.
In general, if it's over ahundred dollars, you know,$120,
it's pretty high, but it changesfor every different industry.
And within every industry orevery niche, it also changes per
business, right?
It depends on your messaging anda lot of other factors.
So look at what the cost permill should be in your ad
(10:52):
account because you've beenrunning ads and just make sure
it's not all of a sudden wayhigh above that because maybe
you were using some wrong wordsthat the algorithm does not
like.
You know, you can Google listsof those kind of words.
Look at the frequency, okay?
Is your frequency above three?
And frequency, that just meansthat within a certain period of
(11:13):
time that you're looking at yourads, somebody in the targetable
audience that you're showing theads to, that's how many times
they have seen the ad, right?
So if it's above three, thatmeans your ads are fatigue, are
kind of going through fatigue,meaning that people have seen
the ads too many times and thusare less likely to respond to
the ad.
And that is why your cost perlead is going up.
(11:37):
Now, if you only have one adinside of an ad set and you have
above a three frequency, thenjust go ahead and add in some
more ad creative and ads insideof that ad set to lower your
frequency.
Okay.
Now, if you're testing warmaudiences or running ads to a
warm audience and your frequencygoes up, start showing ads to a
(11:59):
larger or different coldaudience if you're already you
know showing ads to a coldaudience.
My computer's running out ofdisk space.
I guess I'm going to have tofinish this episode after I
share the final tip, which isthat you can troubleshoot your
landing page conversion.
That could be a reason that yourcost per lead is too high.
(12:19):
So remember, a healthyconversion, as in the percentage
of people that visit yourlanding page that also opt in
would be 30% or above for warmtraffic, 30% or even 20%, 20 25
to 30% for cold traffic.
Okay.
If it's below 20% or wait below15%, my gosh, pause your ads
(12:40):
first of all, and look foreither a targeting mix mismatch,
like you're not targeting theright kind of people, and that
way, and because of that,they're not opting in, or maybe
your opt-in page is too long, orit's unclear, or just not
highlighting the problem thatyour lead magnet actually
solves, or maybe above the foldon that first mobile cell phone
screen, it's not in a clear waysaying who it serves and the
(13:02):
problem that it solves for them.
That first screen messaging isimportant.
You know what's also important?
Buttons that are clear thatpeople can click on.
Okay.
So a rising cost per lead is notrandom.
You can figure out why it'srising and then pull one of
those levers or one of thesebuttons, if you will.
Push one of these buttons orpull one of these levers to
(13:22):
begin to lower your cost perlead.
Do not give up on ads that wereworking well and stopped
working.
Extend the life of those ads byfollowing the instructions that
I gave you.
And if you need help step bystep, like you want to see what
it's like, how to lower the costper lead, or even the best way
to test ads when you firstlaunch them, so that you bring
(13:46):
in a high quality client at thelowest cost per lead possible.
That is my ad testing cheatcode.
It's quite an affordable offer,and that is in the below.
And if you're like Quayjo, canyou just already look at my ads
that are running and coach mehow to make them better because
I need your help on these adsand don't want to just take
(14:06):
another course that does nothave one-on-one support, well,
then do coaching with me.
It's for a month.
We will get on calls.
Not only will I help you fixyour ads or set up your very
first successful lead magnet adcampaign, but I also will look
at your funnel and troubleshootit and give you ideas on how you
can improve conversions withinyour funnel.
(14:26):
That link is also below.
Take care, be blessed, and I'llsee you in the next episode.