Before tweaking your ads, check three metrics: show rate, cost per qualified registrant, and close rate. Most ad failures come from broken business fundamentals, not the ads. A healthy webinar close rate sits at 5-7%.
Before touching your ads, there are three KPIs you must look at before touching the thing that wasn't supposed to be touched at in the first place. Okay. It's kind of like a mechanic. I'm a mechanic. If the engine doesn't work, why the hell would I repaint the car? We look at things on the external piece first before looking internal. And here's the three KPIs. The first one is show rate. Okay. My cost per leads could be high, right? But if my show rates are really good, it means that people are enthused about my offer. Which brings me to the cost per qualified registrant, which is my CPC divided by my conversion rate. So $2 cost per click divided by 0.20%. That would bring me to my $10, you know, cost per qualified registrar. Okay. This number will tell me how much I'm paying for someone quality to actually become a registration. Okay. Third is my close rate. Or if you run a book a call webinar, it'd be a book a call rate, paper, anything webinar based. You want to be 5 to 7% here on close rate booking rates. 15. Look at these three numbers first before you start determining that the ads suck. Most of the time. It's not the fucking ads, it's your business. Okay? Ads drive traffic. And then all these KPIs reveal themselves as the webinar goes on. It's easy to blame the ads because you just go in an ads manager, click a quick button, you're like, oh yeah, it's fixed. If it was that easy, everyone make money with ads.
