Show Notes:
Having the perfect ad formula is only half the battle. Knowing if you’re ready to roll out those scroll-stopping, click-worthy ads is vital to the success of your marketing.
I get asked this question a lot, “Is my offer ready for ads?”, and it’s a fair question. Whether you’ve sold your offer organically, haven’t sold your offer at all, or sold it here and there in ads, I want you to stop and ask yourself if you’re really ready for ads.
So before you waste another dollar on paid ads, I put together the key components you should have in place so that 1) your ads will have more success and 2) you will feel confident turning them on knowing you checked off all the boxes.
And if you check all the boxes, you know you’re ready for ads, but you want help – The JW Agency can help take what you have, apply innovative and cutting edge marketing strategies, and turn it into a successful, profitable campaign.
Share-worthy Quotes:
“Investing in testing means you’re okay with putting money towards testing knowing that you may not get any return on your investment.”
“When spending money on paid advertising, you always want to have a goal of generating revenue.”
“If you’ve never sold your offer before and you want to test it out on Facebook ads first, YOU CAN!”
“Facebook is not a place to guess. It’s a place to test and understand and analyze the data.”
Get the Transcript here:
Episode 12 – How To Know If You’re Ready For Facebook Ads
Hey, I’m Jess Wallman Facebook ad and digital marketing expert. Welcome to the Ad Agency Secrets Podcast, where I help you take the guesswork out of your ad spend and replace it with profitability. Now is your time, revolutionize your life, and create the impact you desire all while freeing up your precious time.
How? By taking a sneak peek at the exact methods, our full-service ad agency uses for our analysts. Clients well managing over $1 million per month in ad spend. Learn what is and is not working from Facebook ads to copy, to funnels into your overall marketing strategy. Implement these tips and strategies inside your business today. And get ready to explode. Grab your coffee and get ready for the Ad Agency Secrets Podcast.
If you aren’t running ads yet, you might be asking yourself, how do I know if I’m ready to run Facebook ads? Whether you’ve never run them before or you’ve run them without success. You know, you have goals you want to hit in 2021 and ads are most likely a huge part of your strategy in achieving those goals.
But running ads without having a mapped out strategy or key pieces in place means you’re really just throwing spaghetti at the wall. You’re guessing and ultimately you’re wasting your hard-earned money. So we come back to the question of, how do I know if I’m ready to run Facebook ads? The last thing I want you to do is to waste your money.
Guessing on Facebook, it’s not a place to guess. It’s a place to test and understand and analyze the data. So you know what steps to take next, okay? I normally go through a checklist with people who are asking about potentially starting to run ads, whether they’re students of mine or even potential clients. And I want to take you through that checklist right now.
So the first thing I ask is, do you know your ideal avatar inside and out? You might think that you do and a lot of people come to us saying that they do. But if you were to say out loud right now, who your ideal avatar was. Does it sound too broad or general, or does it sound like you’re talking to a specific person or a subset of people, right?
If it’s too broad, you haven’t honed in enough on your ideal client. And that might mean you maybe haven’t spent enough time serving them, asking them questions, and really digging into why they think the way they think, the words that they use, the tonality they use. So, you know, really dig into what are their specific and unique pain points, what are their specific and unique desires.
So by defining your ideal avatar and knowing how to speak to them, this means that you will know how to sell to them in everything in your ad copy, your sales bundle, sales pages, everything. Selling to them is the key to converting your ads and offers into buyers. Okay. So anyone who comes on with the agency here has to know who their ideal avatar is, and we make them fill out a sheet, explaining the details of who their avatar is, their pains and desires, and everything in detail, so we can get very, very super clear. And then we have a whole another discussion going over it.
So once you’ve solidified your ideal avatar and you feel very, very good about that. Your offer is next. So do you have a product or service to sell? Now, I know that sounds obvious, but it’s a question that must be asked because when spending money on paid advertising, you always want to have a goal of generating revenue.
If you are thinking of running ads to grow your page likes or any other vanity reasons, and you don’t have an offer or product to sell, then don’t waste your money. Right? There are too many people that come to me that just want to know. I just, you know, don’t really have anything yet and I would like to grow my page likes and my fan base. That’s not a quantifiable end result. That’s really going to end in money in a revenue generator for your business that you can monetize. Right?
So before you run ads, I want you to have an offer in place and saying, this is where I’m going to eventually send people. Now, this is the product that I’m going to sell to them, okay? So once you have a product. All right, this is going to bring us to our next point. Have you validated your offer? So if you’ve never sold your offer before and you want to test it out on Facebook ads first, you can. You absolutely can. It can be difficult though and a costly road. Why, because you don’t know if your offer converts yet. That means you could be sending traffic to an offer that may never sell. Whether it’s the actual offer or if the messaging and presentation of the offer. You won’t know until you test and tweak, and test and tweak. And all of that takes money, right? It doesn’t have to take tons and tons of money, but it takes money. So, yes, you can test it on Facebook ads first, if you’ve never tasted before, as long as you have that understanding that you’re investing in the testing.
I should make that a quote: Investing in the testing. Because investing in the testing, it means that you’re okay with putting money towards testing. If the offer is going to work testing, if this messaging is going to work, if it doesn’t, you’re going to take the time to tweak it and test again. Knowing that you may not get any return on your investment at that point, okay?
So that being said, I always encourage people to test their offer out organically and see if you can make sales that way. Preferably, if you can make a good, I’d say 20 to 50 sales in one month organically. Now, 20 it’s like I would do the lower end 20 if you’re, if you have like a higher priced offer, maybe like a thousand or higher. And then lower, if your price is like under $500 or maybe even on a hundred, $300, then maybe like the 50 sales a month.
That’s just an average. And this usually means that you have an offer that converts, like once you’re able to do that, you have an offer that converts decently and is now ready to test an ads and go broader. Now, once you’ve tested your ads organically, so let’s say you’ve done that like Jess, I’ve done it and it converts what’s next?
Do you have a funnel or sales vehicle working already to sell your offer? So what does that mean, what is a sales vehicle? What’s really just a way of taking a cold or somewhat warm audience and turning them into buyers. So the majority of the time, you know, just offering your product at $997 to someone and just saying, Hey, here you go, will you buy it? Isn’t really going to work, doesn’t say it never works. But 95% or more of the time, it doesn’t work. That way you will need a sales vehicle of some kind, such as a webinar or a challenge or a video series or case study, something to that effect. These are free offerings that people can consume.
They can get value, they can see you as an expert, and then you pitch your offering at the end to make the sale. So without something like this in place, it just makes it more difficult to make the sale. So ideally you want to test this out, your sales vehicle organically, if you can, and get roughly 200 people to watch or go through the sales vehicle and see how many of those people convert to sales, that will let you know if the sales vehicle itself works, right?
And meaning if you are doing a webinar if you can get a couple of hundred people to opt-in and go through that webinar, did you make any sales? If you did, what’s the percentage that you turn into sales. That’s, that’s going to be an indicator of maybe, of next steps for your ads and what that might look like.
But keep in mind, we actually had, you may not have anything in place, let’s say per se right now. But we had a lady who was very much against, like, I don’t do webinars. I don’t do these kinds of pre-done, you know, sales bill because it’s foreign, I call them, right. And so what she did was she would do these live streams on Facebook, on a whim, like when she was super passionate about something or upset about something, whatever it might be, you could see it and feel it. In her voice and in her, in her tonality. In her facial features in these videos, it was very organic and raw and people loved it. She would just go live. Cause I was asking her like, how are you selling so well organically, you don’t have any type of funnel. And she’s like, I just go live and it would just be on a whim on something I was super passionate about because that’s how I believe it should be done. And she’s like, I wouldn’t even really make an offer at the end. And people were just buying me and then message me, and the buy for me. And I was like, what is going on? This is amazing. So at that point, my suggestion was just like, let’s just take those live streams on that you’re doing right organically, and those are going to be your sales vehicles. Right? Those are what I said, but just maybe going forward, maybe you can try to remember to pitch your offering at the end of like, “Hey, you know, if you want to learn more about this.” Or, “Hey, you know, you know, I don’t believe in whatever I just talked about so, you know, have on it in my live stream today.” You know, if you want to learn more about me and how I work and how to work with me, click here, whatever. It doesn’t have to be, oh I created this, you know, 50 slide deck, whatever. But if you do something already organically, that’s working for you, that’s amazing.
See how you can turn that into a funnel that can work automatically for you in ads. And then next, once you have your funnel or sales vehicle into working. Really that’s it like just now creating that overall marketing strategy for your ads. Now, I think at that point you’re kind of ready to move to ads.
Again, you can move to ads, even if you haven’t tested it organically. Like I said, however, it just makes it a little more difficult if you’re just ready to invest in that. We do that at the agency where we have some clients who come to us, who haven’t really tested it organically. And we go through a rapid-fire testing process to see what messaging is working, what audiences working, what creatives are working. And then we’ll try to get as many people as we can to that sales page of the right people and then see, what is the sales page converting at? And then we’re looking at all those pieces, all those funnel steps to see, where is the bottleneck? Where are people dropping off at? Where do we need to fix ads and messaging? Where do the client’s needs affect? Their page or their messaging, you know, we’re getting, we’re getting a lot of people to the sales page and they know it’s the right people because these people are also joining, Let’s say their Facebook group and they’re all amazing but for some reason not buying on the sales page, then it’s a sales page.
Then what we do at our agencies, we have our internal expert, funnel expert who audits the page who gives feedback. And it gives that to our client to either make the changes themselves, or we can make the changes for them. So, if you know, this is something, if you don’t have an overall marketing strategy set up and you want help with that, I would say if you partner with an agency like us who specializes in the info product and coaching space, then someone like us would be able to take what you have. That’s kind of proven to work a bit, or maybe not proven to work yet and you want to prove it. Create a strategy, build and grow your audience. Create a tribe of raving fans and turn them into buyers on a daily basis. That’s what we do here at the JW Agency, we work with entrepreneurs to generate consistent leads and sales while rapidly scaling their revenue, using innovative and cutting edge marketing strategies through specifically Facebook and Instagram advertising.
So if you are an influencer, thought leader, creative service provider, or looking to make a massive impact in the world with your courses and digital products then you can apply with us today at the gpsmyads.com. So all you have to do is go to gpsmyads.com, and we can help you out here at the agency for 2021 to help you hit all of your 2021 goals.
Thank you guys so much for joining me for today’s episode, and I will see you in the next one. Bye.
Looking to partner with a leading marketing agency to scale your ads and increase profitability. Our team of experts at the JW Agency from copy to design, to media buying to funnels, and to your overall marketing strategy can help you cut through the noise, make your competition irrelevant and help you impact thousands of lives with your product.
So if you want help navigating your marketing to increase profits that apply with us today to see if you’re a good fit at gpsmyads.com again, that’s gpsmyads.com.
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