Numbers Don't Lie ™

Welcome to module 5 in the paid Ads Advantage. We're talking about numbers today, and the numbers don't lie. So there's about six main numbers that we need to be quantitative about. So there's a quantitative and a qualitative analysis of ads. So quantitative is by the numbers and qualitative is the looks like what you're seeing, what you think is not going to work. Is it going to be the copy, is it going to be the creative, is it going to be that stuff? And then we have the numbers side, so we've got qualitative, which is the look, quantitative, which is the numbers. If it were me and I were just starting out and my education on ads, hooks, copy creatives, all that type of stuff wasn't great, I'd be going more by numbers. Okay, so the quantitative stuff that I'm going to teach you now, once you get a bit more advanced and you can eye for what you think is or you know is going to look good, you can start to blend them both together. But I would start by following the numbers. People get a little bit emotional about ads as well, especially when they're spending money. They're like, oh, it's not working. Fucking shut it down straight away when they don't focus on the numbers. So if there's one thing you get from this entire presentation on the numbers today is just focus on the numbers. If the numbers are good, trust the numbers. And we're going to use the numbers to our advantage to make more sales grow our business. Okay, so we're going to set up some custom numbers today. So there's a couple of custom numbers and then there's numbers that are already in there. So these are for video campaigns, and this is to evaluate if the video campaigns are good. So we've got hook rate, hold rate, and then cost per 25%. So hook rate is essentially how good the first three seconds is. We're going to give it a rating. I'm going to give you guys a scale on how to evaluate your video content to see if these numbers are great. Hold rate is how many people stay on the ad and then cost per 25% view. That's the key metric we want to retarget. So we're going to find out how much it costs to get us at one person at 25%. So how we're going to do this, I'm going to copy this across and swear I'd like you to do. You can monkey see, monkey do this at the same time. So we're in the Ads Manager, I've already got this set up. I call mine Power Metrics. So what you want to do here is click Customize Columns, and then you're going to go to custom, and then I'm going to unselect all these. You're going to go custom create custom metric. I'm going to paste it in. But you're going to need to do this in the actual setup itself here. So what you'll do is you go bracket and then you want to select metric, and then go three second video place, and then you want to go divide. So I got bracket three second and then impressions. So search impressions, close bracket. And then we've got times 100. So times. And we've got 100. Times 110. One more. Cool. All right, so then delete that, bring that up, and then you're gonna name it. Okay, so the name here is Hook Rate. Hook. Right. Cool. You have a description on there, Only you, whatever you like. And then you click Create Metric. Okay, so you're gonna complete that process for all three of these numbers. Hook rate, hold. Right. Cost per 25. So I'm not gonna do this. I already have that set up. But you will do that for all of them. So pause the video, do all three, get them set up. Once they're in here, you want to select them. So hook rate, cost per 25, hold. Right. And then you're going to add them to a column, click save, and then they will appear. Okay, so once you've done that, click save, they'll appear. I've got mine set up under Power Metrics, different column, but they will appear for you. So then we can start evaluating these. So let's go into our time on Brand Funnel. Then we've got cost per 25 is $0.01, hook rate is 0.99 and hold. So hope. I've got two hook rates in here. This is. This is wrong. Power Content. Let's go and check this out. I'll pause it. So I've got miners. The hook rate is 0.99. Cost per 25 is 1, and then hold rate is 97. Okay. Which means these are great. So this will pass the criteria. I'll go through this in a little bit. This whole rate should be showing up as a percentage. I'm not sure why it isn, but there may be some errors. I may need to set these up again. But you can go through and set these up for you. And I'm going to show you how to evaluate them in a second. So we're going to get into the top of funnel. So the key objective is we want to build awareness and then build the retargeting. Okay. So we want to get people that watch 25% of our videos so we can retarget them with other campaigns. Okay. So we're taking someone from cold to warm. That is the main thing. The video view or the cost per 25, you want to be around the 1 to 3%. So if we saw here, mine were at 11 cent. Okay, so that would be within range here. So the top of funnel that you guys want to set up, I've just been using some of the pro stuff I've got with Bernard. So it's about sugar coating my coaching the systems you need to succeed. Then I've got testimonial podcast clip and then a VA agency. So as we can see here, the hold rate is high. So people watch these testimonial. Not many people want to watch testimonial case study. Not many people want to watch that. But you can see the viral style clips do really well. So the hook rate is really high on these podcast type clips and then testimonials is not really because they're obviously just seeing someone talk about how good we are. It's not great there. So if I were to evaluate these, this is less than 3 cents, which is great. This is less than 3 cents. It's a little expensive but you know, I guess for the purpose of these videos that's fine. That is at 60 cents. Then the podcast clips going great and then the VA agency is not going great. So in terms of like if I were to kill these, I'd kill the testimony, but I'd kill the case study. But they are also building that towards that seven hours of people that have consumed our content on this. Okay, so this is top of funnel and how to evaluate them, set them up. Next up we're going to go middle of funnel here. So lead costs, as I've mentioned previously, 2 to 15 a lead. We're going to encourage a prospect to opt in to a lead magnet signals interest, they put their hand up. Masterclass, opt in 2 to $15. Again, the whole purpose of that is they're going to put their hand up and say they're interested. They're going to gain, they're going to. Some of them are going to come 20, 20% of them might come, 20% might book a call. But we just want people to signal that they're interested. So we're building our email list and a Database of people that are interested. Like I said before, this is a long game. So go through some middle of funnel stuff just on my account. So we got the ads for coaches. I had set this up, I just turned this off. So I was doing a dynamic targeting. I'm setting the dynamic creative. I'm setting the ads up individually now on individual videos with different copies and headlines, etc. But that's what it was. So $12 a lead. It's within range for me. The new one's got $6 a lead. I'll go through the statistics on this. I'm gonna do a. I'm gonna do ad reviews on other people's accounts so you guys can see exactly what I'm looking for here. But as you can see, the CTR is a bit lower on this one. It's pretty good 1% on this one. So I've just set these up now so we can see the whole create and hold rate on this as well. So a little bit higher. Because they are not specifically set up as video view campaigns. This is just. It wouldn't be super relevant for this. But the CTR is good. CPM is a little bit high. It's a little bit high. Probably post Black Friday. So we're in Cyber Monday today. So it's a little bit high. I'd like to get it a little bit lower, but it kind of is what it is. The ads have just started, so they'll settle down a little bit here. So they're the main things. Cost per leads. The first thing, it's under 15. That's great. For me, 12 was our average and that was 71 leads on this, but 698 there. CTR is, is good. It's within range. So 1.51, 1.3. That's all epic. Cost per clicks. A little higher CTR. All these ones are all great. So that's how I evaluate it. Am I getting leads for the right price? Yes. Is the CTR within range? Yes, it's a good ad. So we're adding people to our email list and then we want to look at roas eventually there as well. So I'll show you guys this just so you can see. So struggling to bring in consistent leads. Tired of the emotional roller coaster. Um, I've got my paid ads for coaches. I talked through a video. I've got lots of visual hooks there. So that's all written out. There's orange, there's. There's some good stuff you guys can see. Um, then we are driving them through to a landing page. Show you guys landing page ads for coaches. Top three strategies to get 400 leads. Name, email number. I've got some social proof on here as well. They get their download on the backside to VSL to book in a call. So that is that middle of funnel. Bottom of funnel we have the conversion stage. So usually this will be application form or call booked. 50 to 500 is acceptable, especially if you're selling something high ticket, you know, 500 per call, it's a lot of money but also it's not especially if you're selling people something. So we want to confirm warm leads into clients by getting them to complete a high intent application form. I got Sherry's here. So she's getting 51 course booked. She said 45 of them here. Okay. So she's doing a retargeting ad. So check it out. She's got tons of variations of this. I think the best one was this Stella. So stop binge eating forever. Finally create lasting control. She's got some copy on there. It's a book, a 30 minute call. It's taking them straight through to a booking page. So it's a sales page essentially. We'll go through the statistics. I'll go through these in a little bit more depth a little bit later. So 30 bucks a day CPMs are lower than mine as you can see. So this would be a different demographic to mine. Binge eating is probably a lot more people than people that want to build a smashing business. CTR.77. It's a little bit low but considering that her calls are very cheap at $50 like it's a great ad. I keep running that frequency is a little bit high here. That. Which means every single person in her audience or a warm targeting has seen this ad 3.23 times which is a little high. Let's go. Performance and clicks. That's good. Ctr. This is good. Which means it's. There's higher traction on this ad. Cost per click is good as well. And CTR is good. So this is a great ad. I'll keep that running. That's maximum. Let's see last seven days. So she's at four booked $52 again. So it's a very consistent ad that's producing calls for her, which is great. Then she's doing some Instagram stuff as well, which is good as well. But you guys can see what that looks like. Alrighty. So we've got some cost per purchase guidelines for products I know successful. We don't do Products. But I just want to some of you guys will do self liquidating offers SLO funnels which I'll teach you below. So acceptable range is 20 to 30% of the product price if you're just selling low ticket products. And there's no upsells on this as well. Okay. This is a range, it's not the BL and end. Also 20 to 30% higher volume can offset tighter margin. So we want to get this as low as possible. Okay. Then we have mid range products. So this is anything for 50 to 215 to 25% of the total price. Allow some flexibility with ad spend and helps you retarget and increase your roas as well. And then high price products is 10 to 15%. Okay, so it's a little bit low, I get that. But if you've got bumps and upsells, it works a lot better. So if you're selling something. So the first one for anywhere from seven to $47, second one, 90 plus, third one, we're up from there. And we can increase the order value on this. But these are just some ranges I wanted to you in this tutorial. So key metrics guys that you need to know is CTR and this is link clicks. Okay, so 1% or above, that's a good ad as I've shown you guys through my ad account. And Sherry's lower CTL will indicate poor ad relevance or high competition which will increase the costs. CPM under $20, which is a pipe dream at the moment, is the general benchmark. Smaller audiences or competitive bidding will lead to higher CPMs. So they're the main two that you need. So just to show you in the ads manager to make this brutally simple, CDR here, this one, that's what we want to look at. So above one for this one and then CPM around 20 is pretty low, but it's high at the moment. Junior Black Friday and this ad just started, I just started a couple hours ago. So that will come up. So they're the two metrics you want to keep an eye on. Then we have the hook rate, hold rate and cost per 25. So as I showed you guys before, above 40% for the hold rate. Sorry for the hook rate. Hold rate is above 8% cost per 25 measures how much it cost you to get someone that watches 25% of your videos. So they're the main five metrics that you need to track. Ctrl, cost per and then the video metrics. Obviously lead cost is the most important factor in here. As well. So I got a cheat sheet. So I don't know if you guys want to copy this, staple it somewhere, put it on your desktop, whatever that is, print this out. But that's the cheat sheet. The essential ad metrics, 1% higher, below 20%, hook rate 48 and then less than 10 cents. So we want to optimize and track these. I would say every three or four days I'm going to give you some live examples in the next couple of modules where I tear apart some people's ads account and you guys are going to see what is going wrong or what is going right and what I'm looking for here. So we've kind of got all the basics done now, so you guys should know how to evaluate numbers, go through ad accounts, set up custom metrics, what creative copy, what looks like top of funnel, bottom funnel, middle of funnel, all that type of good stuff. So we're going to get into some creation soon, and I hope this has been helpful so far.