Cut paid ad costs in a week by expanding geographic targeting, moving budget to cheaper placements like Instagram Stories, and optimizing for early conversion events like button clicks instead of purchases. Keep your monthly budget steady so the algorithm learns faster.
Let's talk about how you can decrease your ad account costs in the next 5 to 7 days. This is a really simple process, and I think there's also a mindset shift here because not everything in your mind should be about decreasing your costs. It should be how can you charge more? How can you provide better value so you can charge and command those higher prices so you can afford to spend a little bit more on traffic and beat the competition? But even when you are at that level where you have a great product, you have a good offer, you can demand higher prices and you technically could afford to spend more than your competitors, it's still good to know how can you pull some level, pull some levers, tweak a couple of things in your ads so you can lower your ad costs across the board. Before I get into some of the granular stuff, this is a, I have a really simple funnel diagnostic cheat sheet that you can check out by checking the description or the show notes below, get access to it. It'll show you how you can kind of do a lot of these things that we're gonna be talking about and a lot more. So it's a really useful, completely free tool. I want you to use it. So check it out. Now let's get into how you can actually decrease your ad account costs. All right. I'm mainly gonna talk about 1 to 3 very specific things that you can do that are more overarching, quick actions that you could take today to really decrease your ad account costs. Let's just get right into it. One is going to be changing the location of your ads. If you can and have the ability to target worldwide, I'd recommend really quickly setting up a campaign where you target different countries. So if you've only been targeting Australia, try target the United States. If you've only been targeting the United States, try UK, Australia, Europe, anything that you could. And just vice versa, very easy thing that you could do. If you can only target in the US specifically, or Australia or wherever, if you can only target one country, Try targeting specific locations or states. So if you're in the US, for example, easy way to do that for me, I can target worldwide, I could target US only, but if for a campaign I only wanted to target in the United States, a really easy thing I could do is just put in a couple of states, Texas, California, Ohio, Florida. That's it. No particular order, no way or way how or which states to pick. It's totally up to you. But this has been a really easy way to just drop ad costs pretty quickly. If you're in a situation where you can only target one state in particular or one area in particular, you have like a mile radius, I'd recommend throwing in some different zip codes into different ad sets and testing those across the board to see what zip codes reap you the cheaper results so you can double down there. That's one really easy way that you can drop your ad account costs. Let's get into the second way. The second easy way to drop your ad account costs is looking at your placements. If you're watching a video on this, you'll see that I've got the screen pulled up and you can see exactly the costs across every single placement, whether you're doing this on Google or Facebook or wherever, you can always break down and see by placements, is feeds or stories doing better? Are reels or in-stream video doing better? What is costing you the cheapest amount? That's something easy that you can determine pretty quickly and then launch a new ad and double down on that objective that's working. You'll see in this example, I've got an ad where we've spent $175, we've paid $58 per sale. For 3 sales. And actually we've gotten the cheapest cost per sale on Instagram Stories. So really easy thing I could do is just pull out this ad, run it to Instagram Stories only, and it should deliver me a, a pretty significant drop in price point. Let's get into the third thing for how you can quickly decrease your ad costs. Last but not least is trying to optimize for different things. So in my case here, I like to optimize for purchases cuz I want someone to buy something. However, I wouldn't recommend optimizing for something like a link click because you're gonna get a very different kind of person for a link click versus a website purchase optimization. However, what you could optimize for is one step before or around the action that you want people to take. So let's take my example and say I want people to buy something. Well, before that, they have to click a button and they have to fill out their information to start that checkout process. Let's call it an initiate checkout, which is what Facebook calls it as well. I could start optimizing for an initiate checkout instead of a purchase, and it could give me a greatly different kind of result. It could be up, it could be down, but in most cases I've seen, if you can optimize around the result that you want, it can usually help with lowering ad costs. Let's take that same example. If you want to get leads, if you wanted to get a lead, well, before they become a lead, maybe they have to click a button to open a popup. You could turn that into a custom conversion on Facebook and have that click just go call it a button click, and then you could start to optimize for the button click. And that is something really, really unique. I haven't seen a ton of people talk about it or do it, but I've actually noticed where if I start off a campaign, it's not doing what I want. Maybe it's not getting enough spend behind it. This is especially if you have lower budgets, optimize for the step before the thing that you want to do. So you wanna get purchases, optimize for an initiate checkout. If you wanna lead, optimize for that button click right before they become a lead. You can usually get some of those results a little bit quicker. And then once you build up data, you'll be able to really start to shift that objective to the primary thing you want. And this is a really short, sweet, actionable video, but I wanna end it with saying this one thing, and it's kind of a catch-22. You can lower your ad costs by spending less money, right? That's the bottom line. How are you gonna lower ad costs? Spend less money. It doesn't necessarily mean that you should be spending less money though. In some cases, you will get better results faster and help optimize the algorithm by spending more money upfront. So a really good way that I like to do things is set a very specific budget for yourself for 1 month and stick to the budget. If things are working, keep it at that budget. Don't raise it. If things are not working, do not lower and do not turn off the ads. Keep it running. Let it do its thing. Let it gather data because the more that you start to run ads and the more you do spend to it, the cheaper your costs will become because Facebook or YouTube or Google is optimizing with the data that they're getting. It's just a data game. And if you can feed more data to the system, the better results you're gonna get. Super simple video here. I hope you enjoyed it. If you have any questions, reach out, check the show notes or description down below for access to the funnel diagnostic cheat sheet, full cheat sheet on key KPIs on both ads and funnels to show you how you can get the best results from your paid marketing. I'll see you guys in the next one.
