The Truth About Facebook Ads - User Confessions

This is the second video in this transparency series that I'm testing out on my channel where I want to give you a behind the scenes look at what people aren't talking about when it comes to business. Because so many marketing gurus and experts out there make it seem like nothing is going wrong in their business. And when you look behind the scenes, you get the opportunity to work with them. You realize their back end of their business are sometimes just as a dumpster fire as you feel like yours are. And so this series is just a way for me, even if I can reach one of you, to feel like, oh, I'm not doing so terrible in my business because other people are experiencing this. Because I will tell you, I have felt so intimidated walking into rooms full of people that I saw on Instagram having a great life. Like, it looked like their business was crushing it. They were talking about their great launches. And then when they open up and they talk about the problems their launches have and the employee issues that they're having and not making the revenue they want, you realize every business owner, every entrepreneur in this online business space has the same problems. There's just people that will talk about it and people that won't. And I want to be the person that talks about it. Now, in the last one that I shared, I talked about why I burnt my agency down and the truth about building an agency online. This one, I'm talking about Facebook ads because, oh boy, are Facebook ads a roller coaster. Now if this transparency series is something that you would like to see continue, let me know by giving me some ideas in what you want me to talk about. And also like this video just as a signal like, yes, keep moving forward with this series. I am doing Facebook ads, but I freaking hate Facebook ads. So first let's talk about why I'm doing Facebook ads. Facebook ads is the quickest way to scale something. And so because I talked about how I ended my agency, I have built a coaching program and I have X amount of spots in that coaching program that I need to fill to now replace my agency revenue to be able to keep my team. And I want to keep my employees. I don't want to put them out, I want to continue to keep them, but I need to get the clients to fill the to make the money. So Facebook ads are going to be the quickest way to do it. Yes, I get leads here from YouTube, but a few videos ago I talked about why my YouTube channel has currently died and how it got misclassified in the middle of last year and what I'm doing to revive it. So YouTube has slowed down for me while I make this adjustment. So again, Facebook ads are the quickest way to do this. Let's talk about, first of all, figuring out what you're supposed to do on Facebook ads. When you log into Facebook meta, whatever, it's confusing a thousand percent. No one understands it. And everybody has their own way of looking at things and what they should track. Okay? So when you log into Facebook ads and if you are like, what am I clicking on? Most of us are thinking the same thing, so don't worry. The second thing that I hate Facebook ads for is you have to be on Facebook ads, tracking your stuff, looking at your stuff pretty much daily, figuring out and making sure you're not wasting money on Facebook ads is pretty much a full time job. So if you already have stuff you're doing in your business, like serving your clients, making YouTube content, trying to show up on Instagram, building course curriculum, it is going to be dang near impossible for you to keep up with the tweaks and changes and adjustments you need to do with Facebook ads. Which leads me to the third thing. Facebook ad agencies. Now, I'm not going to bust every Facebook ad agency, but I will tell you it is difficult to find a Facebook ad agency that feels like a good fit. We'll just say that every Facebook ad agency will have their own strategy, their own way they think things work. And what this agency thinks, this agency believes doesn't work. And their way works. And what this agency believes work. This agency believes. No, that doesn't work. This works. And it becomes incredibly confusing. Trust me, I also bought two Facebook ad memberships so I could try to figure out Facebook ads on my own. No, dang near impossible, because again, both memberships had both strategies and both believed their strategies were the right way. And when I reached out to my coach and I'm like, what is the right thing? And she's like, yeah, everybody has their own ideas. You just got to decide to pick one and roll with it. How do we know which one to pick? But what I have come out kind of as the main takeaway so far, putting in a lot of money into Facebook ads right now. Now listen, Facebook ads can be a huge gamble. So you need to be prepared to lose money. It is fantastic. If you make money, the goal is to break even, but be prepared to lose money. And so I have a certain budget that I can basically light on fire for Facebook ads each month to try to get this thing figured. Out. But be prepared. Don't start in Facebook ads if you don't have a budget that you are willing to light on fire. But I think from what I can tell so far, being committed to ads for about four months is two things. First, you need to make sure whatever you're sending your ads to that it actually converts. So what I am creating my ads for is to send people to my profit per view workshop. Now, if I hadn't tested this workshop with my warm audience to see if it did well, there's no point in me sending cold audiences to it. So when I released this workshop back In September of 2023, we had a pretty great conversion rate. So warm audience converted at 9%. Uh, and then that workshop also converted about 20% to people applying to the coaching program. Of that 20%, we made about 18% then convert to clients. So we knew our numbers were pretty good with warm audience. Once we opened it to a cold audience, obviously the numbers were going to go down. But if that initial timeout with our warm audience, our sales page only converted 3%, we would have had to make some changes because we're not going to put that out to a cold audience because again, the conversion rate is going to be even lower with a cold audience. So when we put this out to our Facebook code audience, our Facebook ad audience, we still kept around a 4 to 5% conversion rate to that sales page. And again, the rest of our numbers stayed pretty good. The problem is getting people to that page. So what you have to do if you are going to use ads is you need to have good ads. What does it mean with good ads? You've got to have images that are going to stop the scroll. You got to have videos that are going to keep people's attention. You've got to have copy that makes that person say, oh, I need that. And here's a really important distinguisher. If you're sending people to something paid, like my workshop is a paid workshop, you've got to be clear in that copy that you are sending them to paid something that is not free, because people are going to assume it is free if you aren't distinguishing this as a paid workshop or a paid PDF or a paid checklist. So what again, you need to make time for if you are going to commit to ads, is creating lots of ads, testing lots of headlines until you can find one that people are actually clicking on. And now I will say what the best ad click through rate is. Again, everybody has a different opinion, but based on, I think what I'm seeing is you want to shoot for a click through rate of your ad to the page of at least a 1%. You also want to be able to make up as much money as possible when you're doing ads. And so what I do is my paid workshop is $47. When they go to checkout, there's an option for them to add something on that's an extra $17. And then there's another thing on the back end of that for a one time offer of $37. So what I am doing is increasing my average cart value. What that now does is allows me to spend more money acquiring a lead. So let's say it takes me $100 to acquire a lead and, and I just had that $47 paid workshop. I'm losing over $50 there. Okay? But if I realize when I send people to that workshop, they buy the workshop, they buy the bump and they buy the one time offer, on average I'm making about $80 a purchase. This tells me I could now stomach paying at least $80 a lead from Facebook to get people into my coaching program because again, I need to get them to the workshop or where I talk about what I do and show the framework that I use in my coaching program to get them to join me. So then any clients that come into the coaching program on the back end is all profit. So the goal for me is to at least break even with Facebook ads. Again, if you're sending people to free lead magnets, be prepared to flush money down the drain. Unless you have a strategy on the back end in your email sequence to get people to buy relatively quickly after they get that free lead magnet. Or if you're planning for a launch, I'm not saying Facebook ads is good or bad. I'm saying Facebook ads is probably a necessary evil. I want you as a business owner to understand that it can be confusing and everybody can have their own opinion and everybody can say their way is the right way. But. But it's going to be up to you. It's going to be your responsibility to actually learn some basics about Facebook ads. To be able to ask the right questions from somebody who maybe wants to manage your ads or for you to at least run a few ads on your own to get some traction going. I hope sharing my experience in different aspects of building a business is helpful. I know when I talk to my clients in my coaching program about these topics, they absolutely love it. So again, if this is something you want me to continue doing, let me know. In the comments by dropping any topic that you would like me to talk about. Make sure you hit the like button. And if you didn't catch the last one where I shared why I burnt my multi six over half million dollar agency burn it to the ground. I will link it right here on your screen right now to watch.