Fundamentals First ™

Welcome to module 3 on the paid ads advantage. We're on fundamentals. First of the promise. Today I'm going to teach you the fundamentals so you understand how to never run out of leads or have a sales problem ever again. Before we start with this, a couple of expectations. I'm here to mentor you, but for any technical questions, go straight to Google or YouTube. So if you've got this little red dot that pops up or your ads won't publish or there's some kind of technical issue, I'm definitely not your guy for that. I probably wouldn't be able to work that out. All I do, and this is the hack is I usually duplicate the ad set, so. Or campaign, or duplicate the campaign and I'll start again. And usually that fixes all problems on meta. Okay, so that's the hack. So if you're getting this crazy code or this thing on the right column won't work out, try that. Or hit Google and YouTube. I'm definitely not the technical guy for this stuff. All right, so we're going through the fundamentals. So I guess there are four kind of key areas in the Ads Manager. So we've got the ads manager itself and that's like the master plan. Okay. The conductor or the person that's pulling all the strings in, in this analogy. Then we have campaign that's kind of sets the overall goals. I'm going to show you and I'm going to give you a walkthrough of this in a sec. Then we have the ad set. That's where you decide the audiences and the placement strategy. And then we have the ads themselves. So that's a creative, that's a copy that's delivering the message. That's all that type of stuff. So that's just the kind of fundamentals if you are taking someone off Ads Manager. So we're driving to a landing page, you've got all that stuff on top of this. So here's a screenshot of my account. I'll go through it in as much detail as I need. I assume that this is common sen knowledge. So if I just skip over some stuff, just assume that that's me. Just assuming that you've got this. So I like to name everything. I'm going to go through naming later, but I name everything mof tof, buff, just so it's very simple. I have like a whole naming process which I'll show you guys, but when I get into the back end on your meta ads, just makes it a lot easier for me to see what is exactly going on. So I put number one in front. So when I click this campaign button, everything goes by the numbers. So usually one is up and two is down, et cetera. I don't know why that's not working for me there, but it's just really easy. One, two, mof buff, that kind of stuff. So you can toggle whatever ads are on and off, you can toggle the names, you can search at the top here. This is all the campaign level. We've got all the columns here. You can click the results button and see which of your campaigns had the best results frequency, etc. In terms of which settings I like, I just really use performance and clicks as my main one. Uh, so that's the one I really judge everything out of. I have the power content metrics as well. And this is for the video based ads which I'm going to show you guys how to set up later anyway, so don't worry about that. I'll go through this in depth. But CTR is the main one. So ctr, when you go into the ad set campaign you can see the CTR, like I said before, one is the gold standard. So I'm at 1.3 now. And then I've got the other metrics but I'm going to go through metrics a little bit later. But this is the campaign level. Obviously to create a new campaign you press create. I'm going to walk you guys through that when we create specific campaigns. So that's kind of not the point of this one, but you just want to get yourself familiar with this. If you're just starting out now as do, it's going to be blank. But once you've got a ton of campaigns on here, you have a ton of campaigns. The other thing is when you are evaluating ad sets, if you're not using a tool like Hyrox or Sigmetrics or something, this is kind of where you'll do this. So what I like to do is I like to evaluate ad sets yesterday. So it just gives you one day, then you've got seven days. So I'd like to see if there's any trends in this. So you just want to be very logical about this. So in the last seven days my ads were this one was $10 a lead and then 14 days it was 13. So you can see the ad cost is coming down and then yesterday, so we'll go yesterday was 17 is a little bit higher because I up the ad spend. I'll expect that to come down considerably today. I doubled my ad spend overnight. So I. I like to adjust them by this column here with the dates. So we'll go into a specific ad set and I'm going to show you how to look. So I'm clicking into this ad set here and then I've got. I've got Dynamic Creative on. So go to Breakdown, click image of video. And if you're using Dynamic Creative, you can see which of these is performing best. So I have four videos here. You can see they're all performing pretty good. I'm letting Facebook just allocate the budget here so you can see the stats, but that's how you do that. And then you've unclicked that and you've got different text options as well. It's going to show you which ones are best, depending on the text option as well. That's on the ad set level. So we kind of covered campaign. This is where you set it up. Obviously click Create, you set your what you want to do. But I'm going to show you guys how to do this ad set. So just want to make sure I've unselected all of this. So with the ad set level, once you click on this, it's going to take you into the ad set level for this. So I'm into ad set level for this. And this is where you could create duplicate whatever you wanted to in here. In terms of the naming and the ad set level, I'm a little less picky on it. I'm more about all the naming in the campaign level, but you kind of want it to make sense. So if you were to choose a new audience or you had a warmer or a cold audience, or you were targeting a specific interest, you would do that within the campaign level. And then lastly, we have the ads level and this is where we have our specific ads for each of them. So I'm going to just change this up to maximum. And then we can kind of see we can click Edit here. So each of these categories. So we've got campaign ad set and ad level. We have the kind of like the viewers level, which I'm in right now. So if I'm just clicking on these top tabs, I've got like the viewers level and then you've got the deeper level. That's when you click edit in each of them. So if I click edit here, that's going to take me to a deeper level of that. If I'm on the ad set level, I click Edit. It's going to take me to a deeper level of that. And then if I'm at the ad level, I click edit. It's going to take me to a deeper level of that as well. Okay, so you've kind of got like the surface level, analytical level, and then we've got a deeper level within and inside it. So on the ad set level, I'll click the edit button. This is where we would select our audiences. So what I've done, I exclude our client list and email list on here because I don't want them getting my ads because they're already a client of ours or they're already on our email list. So I already have their email address. So it wouldn't make sense for me to remarket them already. In this specific campaign, I go 25 to 45, all genders. That kind of works with me. I, the reason I do this age bracket is because primarily what I, I, I teach a lot of ads and ad strategy. Um, and I feel that's the best age group that would work for me. So I like to think about this from a demographical perspective. I keep placements as automatic. And other than that, I generally like to run Advantage plus and see what it comes up with. But essentially, you can click Dynamic Creative on here. I've got a conversion pixel on this one. Pretty simple. And then in terms of the ad set level or the ad level, I'm in here. So it's on my Instagram account. I've got Dynamic Creative. So I'm running three different videos at the moment. I've got two different text variations, I've got one headline, and if I wanted to add a few more, I could. In here, this is all the AI stuff in here. Download button, pixel, all that type of stuff in here. So that's the ad level. So you just want to get very comfortable from within this. But when you create an ad, just create it through the tool here. Click template. I'm going to show you guys how to do that. So that's not going to be a big deal. So just get comfortable with this. Get comfortable with the buttons, text, images, get comfortable with this performance and clicks. Get comfortable with the naming. Come up with something that's very specific for you. I'll take you into Steph's account just so you can see. This is where I'll have access to all of your accounts as well. So make sure you name it effectively, because you can see how many accounts I have in here. It's, it's tons. And when you want me to have a look through your account, obviously, tell me what the name is of the account, because sometimes people have numbers and I can't really see anything in here. So that's what I mean. We have this red thing. So there's an error with this. So what I would do here, I would just duplicate it if I can't fix the error myself. Yeah. So we're spending 300 a day on this $7 leads, which is great. Go into it, we can check it out. So, yeah, marketing strategies for coaches. We've got a few different variations in here, so you guys can see that. But we can do a bit of a analysis on this and this is how I'd suggest you guys do it. So we've got 874 is the lead cost here. I'll take it down to yesterday, nine bucks. Last seven days, $8. So it's trending upwards. $8 as well. Let's go into the specifics. So last 14 days, specific ad set is 694. 694 and seven days. And yesterday was $9. So it's gone up a little bit. So I did double our ads yesterday. So doubled. So they're going to take a little bit to come down in price again. But as you can see it at the moment, we're running time on Brand Funnel. Follow me final. And then we've got two lead magnets, one in the USA and one in Australia. And this was yesterday was 9, 19 leads, 25 leads, $9 and $3 for the USA campaign from there. All right, so you guys got that. All right, so top, middle and bottom of funnel. I went over it in the previous module. I just really want to hammer this home. Top of funnel, attract them to you. Middle of funnel, engage them, show them value. Bottom of funnel, convert them into a client. I want to go through some examples of this. So I'll just do this on Steph's account. So follow me Funnel. I'm going to show you guys how to run this. I've got this set up as an Advantage plus campaign ads manager we used to work with. I had set it up into targeting options, but I just go Advantage plus and let it find who we want to get. But these are set up as cost per Instagram profile views. So I'll go into it. So it's Steph talking about the economy and then we have. It's driving them to how the economy is not an excuse to not do anything in business at the moment. Call to action, Visit Instagram profile. And then we Damn them the word 50. So it's just literally a clip there. Business advice, same kind of. And then viral. So we have a DM setter who is sitting on Instagram dming anyone that follows us. So we book about five calls a week from that. So it's a pretty, pretty good funnel for us. So that's kind of top of funnel there. We have a time on brand funnel which I'll show you, which is a little bit different. So we have a testimonials podcast drive and a YouTube drive. So we have the cost per clicks here. So you can see the YouTube drive is cheapest and then followed by the testimonial. So this is Sherry's testimonial and we're just sending this to people in our warm stack. So Instagram followers, Facebook followers and email list. It's basically just Sherry going through a testimonial from Melbourne and then apply for success call. Then we have YouTube drive driving to Steph's YouTube and a drive to our podcast as well. And that's all to warm followers. So the difference between the time on brand funnel and the follow me funnel time on brand is warm and then follow me funnel it's cold. So we're going into the USA KPIs for coaches. So a big strategy for us is we've been wanting to expand to the usa. So we're building a huge email list for of people in the USA. So we have 1621 leads from the USA. I'll get into that. So we've got KPIs for coaches. We obviously teach that within success school in the data dashboard unit. Uh, but we've got three videos here, three text variations, couple of headlines. Um, and then we have like the POV videos which do pretty well. But essentially this is a middle of funnel for us getting someone's name, email, phone number and then our phone set us calling them. Marketing strategies. This is what we set up just recently. 87 leads. This is Australia. Australia is a bit more expensive because the population is a lot smaller. This works great for us. Free download, detailed guide how we made 6.7, 6.4 million. Three videos, three text, some headlines and that's that. So that's top of funnel, middle of funnel. So you can see it's pretty easy. You just have to have some decent copy and you have to have some decent videos bottom of funnel. Let's have a look what I can dig up here. So we have a testimonial video as well. But the difference here is we are driving similar concept to the time on brand funnel. But we are driving them to apply for successful. So here's what she did. Apply for success score below. So that's bottom of the funnel. You can run specific offers or audiences for this. So hey, like hey it's Tim, I know you've been on now whatever list for a while. You've been following us. We're running a Black Friday deal now. Here's all the inclusions you get like click below to apply type thing. So that's bottom of funnel. Or if you have a low cost upseller, whatever that is, you could run that or bottom of funnel. But bottom of funnel is specifically warm targeting. So let's see if we got what else here. SS bonus offer. We'll see what this is. It's probably ages ago and probably sucks big time. Yeah. So we ran this for a short amount of time. This is actually pretty recent. But traffic ads. Why is this coming up weird edit. That's it, right? Yeah. So if you've been on the fence about joining successful, blah blah blah. His inclusions drive to landing page. So they're usually pretty expensive. You'll capture some people that are at the kind of like they're ready to buy stage in your funnel. It can work pretty well. So that's top, middle and bottom of funnel there. Alright. So where this goes wrong, you don't run top of funnel. So people have no idea who you are or the big problem you solve. And I did go on about yesterday, but huge mistake I see in ads is people just advertise shit that has nothing to do with what they actually do. So if you're a business coach, what are the top three things that you help solve or the problems you fix? If you're a nutrition coach, what are the top three problems that you help solve and fix? If you're a website designer, what are the top three problems you help and fix? Solve those. Give lead magnets away, make top of funnel ads about that. Do talking heads about that. Create offers around that. The top three things that you fix. So for us, sales, marketing, scale. It wouldn't make sense for me to do marketing on how to get jacked and lean. As a business coach, I wouldn't. There's no point in making business content about that. So solve a problem. Okay. People want their problem solved. This is just the biggest issue I see. People go wrong all the time. That sounds so simple. But it goes wrong all the time. So people need to know who you are and what the problems you solve are. They need to connect With a brand or a face. So as you saw there all Stephen, my marketing is me and Steph, okay? People are connecting with our face and that is the reason we can outsell people with a million followers and make one way more money. Because we have a brand that's connected and we solve a problem, okay? And people, we are known for that problem. So not a comedy brand, it's not a brand built on looking a certain way or having a six pack abs is because we solve problems and we get results. Okay? You can do the same with your business. Also where this goes wrong, you never have a BOF offer. We bottom the funnel so we run this a little differently. We usually just make offers in emails, non ads. So we don't typically run a ton of BoF offers on ads. You could do that with a like a low ticket or a low cost upsell. But you can also do this with ads as well. Hacks to make more sales. And this is specifically for people that are doing legion. Call the damn leads guys. So if you're doing lead gen, if you're giving out lead magnets, call the damn leads and I'll give you some stats in a minute. Email them regularly and then run BoF offers regularly. So you should be making an offer at least monthly to your email list. You should be emailing your list at least two to three times a week if you haven't done that yet. I've got so many modules on email in school or in success school on how to do that. You can do it AI, it doesn't have to be great. You just email people and you'll make sales. Call the down leads. I'll give you a script on this. Super easy to do. Alright, so generalized goals for ads is you want to build an email list. Most important thing that you'll do in business is building email list. So number one, build an email list as a long term sales channel. We get a ton of unsubscribes but we also make a ton of money on email. Our email list grows every week, especially recently since we've upped the ad spend. But it is a long term play. We even categorize our email list by how many times people click on stuff. So we have like a lead scoring system. I can show you that another time. But essentially if someone clicks an email or clicks a link in email, they get two points so that open an email they get one point. Once they get 100 points, they get added to a special database that we have and then our team reaches out to Them as well. Okay, so we're tracking email connection and then we're reaching out to them. But building an email list should be the number one thing you do. So I had a guy, I used to own a gym and I had a guy I was emailing for 12 years. So emailing every week for 12 years. After 12 years, he finally came into the gym and bought a membership and spent $5,000. But it's because he was on the list for five years. I think so many people play such small games in business and marketing or short term games that they don't look at the long term. The money is made in the long term. If you're expecting to run ads and make a shitload of money tomorrow, you're like, you're going to be sorely disappointed. This is investing. Ads are investing. They're an investment in the long term health and success of your business. Yes, you will get an ROI from your business, but it might from ads. It might be one month, two months, three months, four months. And if you're someone that expects it immediately, like honestly, you're going to be so disappointed with this because a lot of the times it's your trading, you probably break even on your ads. But long term, you're going to win and you're going to win big. All right, so this is just from our KPI dashboard. So this was a couple of weeks ago. So you can see here paid leads, we get 330, 310 to 88. At that point we had a trend in the decrease in our leads and our how much we were spending was the same. So that would indicate to me, and obviously it backed it up in ads Manager that our creatives were getting a little bit stale. That's when we refreshed all our creatives. And yeah, we're spending I think five grand a week this week on ads. I think we should do about 750 leads in the week from that. So you will see here, if you look at this table, we were kind of testing some stuff on my account. My cost per lead was a lot higher than Steph's because our go high level, you couldn't connect. You could only run one account that was doing lead ads and the other one had to be doing landing page. Whenever you drive to a landing page, it's far more expensive. So all my ads are going to from real Tim Free are going to a landing page and then they got a name, email number, opt in versus on the platform. It's a lot cheaper. You can see our email List size is growing about 200 per week. It'll probably grow about 400 a week now with unsubscribes as well. Our email open rate on a week, weekly basis we send seven emails a week. We'll go anywhere from 38 to 25 is kind of the lowest I've seen. Depends how hard we're selling there as well. So you can see that. But our email list is growing every week down here. I've got, we've got 27000 contacts that we have produced from Facebook ads in particular the processes that I'm teaching you at the moment. But we obviously we clean our list and these are only engaged people on there. So number two, create omnipresence. Only a small percentage of your audience are ready to buy at any time. So 1 to 3%, your goal is to stay visible so you're the first solution they think of when they're ready. This doesn't work. If you switch off ads, you're going to fade into oblivion and no one's going to know or remember you. So if you're one of these people that's tempted to switch your ads off all the time because they're not working, then you're going to fade into oblivion and you're never going to be top of mind. Okay? This is how you stay consistent in business is you always stay top the of of mind. It's the hack. Okay, we have a 12.82 return on ad spend. So what that means is for every dollar we spend, we make 12.82 dollars back. Okay, but this is only because like we've got a well dialed in machine. And this is the process we teach you in success school. We got front end marketing, which is good. So the brand pieces, so you see Instagram, Facebook, all the ads, everything super high quality. We've got a podcast, we got all that. So the marketing's good. Then we've got a sales system. So we have setters, we have dam setters, we have closes, we have a sales process, we have all that type of stuff so we can really maximize this. Your roas will be really bad or worse if you don't have that stuff. So if you don't have a brand and you're not making content, it's going to be very expensive and very hard to make money with ads. If you don't have a good sales process, it's going to be very hard to make money with ads. And then lastly, if you don't have the scale down pad or the systems Process, procedures, any of that stuff. It's going to be very hard to capitalize on this marketing. Okay? This is why business takes time. Building a seven figure business takes a lot of time. And the higher your return on ad spend, the better business you have. So what you want to do is you want to work this out for your business. So let's hypothetically say that you make 10 grand a week and you spend one. That means your ROAS will be 10. So you just want to divide your weekly or monthly income divided by how much you spent on ads and that'll be your return on ad spend. You want to keep it about. You want to start at least eight. So eight times roas will be like a good number for you the more you scale. So if you're spending a hundred thousand a month or whatever, it's gonna, or more than that, it's gonna drop. So it'll start eight and it'll go to seven, six, five. If it's about five, I'd be a little worried. You'll probably need to rethink your strategy or talk to me again about that. Next up, converting prospects into clients. Ads are an investment non expense. While some returns may be quick, the real value compound time. You'll make more money over time as long as you're improving. So your ads need to get better, your hooks need to get better, your copy needs to get better, your creatives need to get better. You need to be pushing your marketing. That's how you get better. Don't use an agency. I heard this yesterday and text me about this. I'm not massive on agencies because I think there's very few good agencies. Usually a lot of people that don't know your niche and they don't know your business like you do and they don't know what your clients want, it's a big waste of time. I would say under like 200k a month now I would say you wouldn't need an agency because the meta ads AI is getting so good. I, yeah, I'm not going to outsource our ads and we're well and past that number as well. Just because it's honestly it's super easy. You just have to have good creatives. That's the key to ads. And I'm showing you guys how to do that. Exactly. After a while it's less about optimization and more about maximization. I've got that in a couple of lessons here. But eventually once you've got this all dialed in, you've got your systems, your process Procedures it literally just about spending more money on ads. Create more leads to create more clients for you. That's, that's the point. Okay, this is where this gets to number four. Fortune is in the follow up. Ads don't make you money. Selling to your prospects after they give you the details makes money. Okay, I need to say that again. Ads do not make you money. Selling to your prospects after they give you details makes you money. Yes, you can make money on self liquidating offers or selling 50 things or whatever, but the big money is in the client. Lifetime value. Okay? So lifetime value of your customers, the most important thing. So you have to know that number. So how long or how much money does someone spend with you and your business over the lifetime of that customer? You need to know that number. Number, the way you can work that out is like monthly average spend of your clients and how long they stay with you. So they, they spend a thousand dollars a month. They stay for 10. Your lifetime value would be $10,000. So you know that as soon as you get a client, you're going to make $10,000 from them. Hours is successful times 1.5. So about 18 months is like the average lifetime value in successful going up about 19 months. So we know that every client we get is worth 20 something thousand dollars, which is, it's a lot of money. So then you, I have that number in my head so I know I can spend a lot to make a lot. Okay? This is just like the, the mathematical numbers of this. And when I keep saying don't be emotional about buying ads, that's what I mean. Because you need to look at this from like an unemotional media buyer point of view. All right? So marketing attracts prospects to you. So you're putting out a message. People are like yes, I resonate with that message. Then you got to sell them. Okay? Sales teams will sell them. We can do these upsells like I said before, these self liquidating offers where you sell something for $7, $9, $27, $57. Then you've got upsells and bumps and all this other stuff where we can increase the order value. But long term, serving someone for the long term or keeping them long term is where the big money is made. So the success of your ads will depend on how good you are at sales. Okay? Sales, sales, sales. Marketing and sales work together. They go in tandem, okay? They are literally inextricable from each other. It's like that man and robin. And if you hate sales and sales can be sales on Landing page as well. So you can sell directly on landing page, you can sell on vsl, you can sell on webinar, you can sell on the phone, you can sell on dm. But there is a sales component to this and it's a big sales component and that is almost more important. The marketing stuff is easy. Selling is hard. All right, so let's do some ad math. I put this in here because like I really need to be like stupidly simple with this stuff because I have to like spell it out so you can see where this can go wrong. So we've got a couple of examples here. So we've got Hustler, Mindset challenged and the manifesto. Okay. And commonly you laugh and you might be like Tim's nailed this or he's so far off the mark. But we're going to do some examples. So we got a two thousand dollar products are painful. We're running a lead gen campaign. So you've got five dollar leads. We connect. Name, email number. The budget is a thousand a month. So they're going to get 200 leads. So we have the three different options here. So we've got option one. It's the I hate calls approach or I feel like selling is, is scammy. So the conversion rate on email and text campaign generally about 1 in 100. Okay. So if you get 100 leads you, you could convert 1 in 100 closing rate 50%. So you need for one sale you need 200 leads. That means the cost per client is a thousand dollars and your product was 2000. That means you made a thousand dollars, which it's not going to set the world on fire. Really slow way to make a lot of money. Okay, well that's a very slow way. You're gonna have to spend a lot to make a lot. Option B is the I'll do anything. So these are the savages. These are the seven figure businesses in success school is I'll do anything approach. This is the unmindset challenge. Conversion rate is about 1 in 10. Okay. So that's when you go email, text and call. So we have a 50% close rate. Some people's close rates are way worse than 50%. So these numbers aren't even going to make sense. So they need 20 leads to make a sale. That means the cost per client is $100. That means they're making $9,000 on the exact same ad spend here. Okay. And all they were doing was calling the leads. Okay. So mindset challenged. I hate calls. And then we've got Someone that I will do anything. And then we've got option C and, like, I've got the manifesto and this is kind of a joke, but not really conversion rate. They don't really outreach. They're just hoping that they're going to put a lead magnet out there and clients are going to magically come to them. This doesn't happen, guys. Manifesting is it's not real. It doesn't work. In digital marketing, you have to actively want to get clients. So they spend $1,000 and they lose $1,000. Yes. They grow their email list, but they probably don't even want to email because they think that's spammy as well. And they're annoying people. So they're never going to be successful in business. Okay, so we've got three options. You have the choice now. Okay. Once I teach you a Legion campaign, if this lead gen is for you, what are you going to do? Are you going to text people? Yes. No. Are you going to call people? Yes. No. Are you going to email people? Yes. No. If it's a yes, yes. Yes. You're going to be far more successful with advertising, marketing, and building the life of your dreams. If it's a no, no, no, go get a mindset coach and let's get that stuff fixed, because you're going to have a very hard time creating massive success in business if you have mindset challenges around helping people. All right, so I just want to make this really simple with the call. So when I say call, people freak out. They're like, you're telling me I've got to sell people on the phone and they don't even want to get called, and it's crazy. You're gonna make me so uncomfortable. That's not what this is. It's asking them if they need help. So, hey, I'm gonna be. Hey, Steph. I see you downloaded my lead mat, or I see you downloaded my 77 marketing strategies for coaches. Just making sure you got that. They're like, yeah, I got it. I haven't had a chance to read it yet. That's typically what they'll say. I'm glad you found it helpful. I won't take too much of your time, but I was just wondering if you're interested in adding an extra 10k a month to your business over the next 90 days. Yes, of course I am. Awesome. Look, I'd love to get you booked in for a chat to discuss that further. I'd love to see if, you know, we have some synchronicities or some congruencies in how we could work together. Don't say that, but something like that. So did you get it? Do you want more help or do you want help implementing it? Let's chat. Okay. It's very simple this. Sales are of service guys. We're helping people. We're not taking their money, we're not ripping them off. Especially like your service should actually work and get results and if it does, then you're helping people. I know if someone comes into to into success school, they show up to calls, they do the modules, they do the work. There is no way they are not going to build a seven figure business. So I would be doing them a disservice by not calling. Okay? I would literally be making their life worse. And if they go to some other shitty business coach, it doesn't get a result like 99% of them, then I'm doing them a disservice. So it is my duty to call them. Okay? This is just a change in mindset that you need to have if you want to be successful in marketing and sales.