How To Triple Facebook Ad ROAS & Scale Facebook Ad Results for Courses

Key Takeaways

okay do you see in my screen there I can okay great wow that is a huge change now yeah it's huge absolutely now said one thing that just kind of put a note on this I was doing a five day challenge this week with my members basically it's a challenge that you have to become you have to buy the course in order to get access to it so I know some of my email list has been buying I don't know if that of course increased the conversion just from me doing a event at the same time or not but definitely a major difference since the last time we spoke yeah a significant difference I mean almost more than a 50% decrease from when we first initially talked and after it it's even bigger decrease from that point of when the results changed yes absolutely awesome yeah okay and that's just like now you're like making profit off the first purchase and then also you have two recurring coming in yes yes so that's huge so the best of both worlds that's right yeah it's pretty awesome that kind of removes all cash flow issues too yes yes thing really opens up the opportunity to start scaling without really having to worry about anything other than just going forward yes absolutely absolutely awesome well I'm glad we're able to identify that initial point where everything was getting held up right after that time we believe we had a brief call where we looked over those results and something just didn't seem right whenever you ended up launching those changes for the ad sets and ads because you know that usually that'll end up dropping your cost right if the phone was producing and so then the next best step was to end up looking at where the drop-off or the holdup point was in terms of what what's causing the results not to move forward and it seemed to be that it was the checkout page right yes in the moment you ended up making all those improvements which were outstanding by the way I mean that the new shock out page was significantly better yes and now we're seeing those results here which is like really a great great thing to see yeah I mean it's been really I mean like you mentioned I'm already it's been pretty much half of what we were talking about originally so I love that you actually pointed that it's like out to me that the car page and really wasn't converting as as best as I could so definitely good good awesome okay so what what portion do you want to focus on now are we looking to keep cutting cost or how are we wanting to what do you want to approach is there something specific that you want to focus on or are you really just looking to hey I'm just looking for any more opportunity similar to how we did last time well pretty much both there I guess opportunity is similar to last time but the major idea here is how to scale this a lot bigger yeah I mean if it's $38 cost per purchase and I'm spending a thousand bucks a day I'm all game for it right so I'm just scaling as big as possible and techniques to do that and if it cuts cost same time cool that would be you know bonus so yeah okay okay that sounds good all right yeah let's look okay great so you're sitting at a okay well let's go ahead and go into this first campaign here so what I did as you mentioned 10 different interests what I did was three different actual interests with the three different countries for each and so just so I could have kind of explained what was going on there well these are so much there's so much more to work with here because we actually have a range right we're looking at a range that we can actually move around and adjust okay perfect so these here these down here these bottom three right just from an optimization standpoint because like optimizing is also another form of scaling because if you improve through efficiency you're technically getting more purchases for less spent it is a form of scaling right yeah cuz I mean and that should be the first step really like why spend more when we could spend less and make more money yeah that's the first step and really there's a lot of opportunities that I see here that we could end up it executing on the first being these three right here could really listicle II just be cut right away and the reason I bring that up is because now that you have a 17 dollar cost per purchase here which is generating significant returns in terms of what it used to be right and then 28 and 31 29 right this is like your new standard is what I would say this is right this I would take an average of these four and say it's we just were to do an average it comes out to $28 that's like your new standard price point because you know you can hit this on a consistent basis because it's showing it here so if anything is really over $20 it's not necessary like necessary to run yes okay so the first step would be cutting the ones that don't have any purchases at all because since they've spent more than 28 as an average per se there's no reason running these yes okay we turn these off and publish so we're at a forty nine point five fifteen cent cost per purchase right now in this audience and then if we end up scrolling over here before we decide to even make a decision on these three right because these are the next top highest we could drop this down to the last seven days and you see if there's been any improvements and just from the looks of it just to be one homes and positive it looks like there was a big improvement there so $76 per purchase okay look at that that one's significantly going down yeah so that one's fine then these two just to this month again just double check these two are on the questioned questionable side in terms of are they going to make the leap to generating great results and what I would do is rather than cutting these just because there might be an opportunity that say today you get two purchases or tomorrow right then these suddenly become good audiences which we can get them there what we do is let's just go to the ad level ranked it by results and you have a lot more which is good because now we're gonna make a da positions and you see this what do you notice specifically huge I mean that one's $14 right there yeah and it's all one image no yeah I mean we've really hit the sweet spot like no kidding that's I mean I mean we can take this literally so yeah if we had if you hadn't attested this image right like last time when you had one initial one running and it was the only one you would even be looking at an average cost of these I mean these are just this is what you call a winner when everything comes to the top it's like the you know the actual the cream rises right in this case it's quite as obvious as it gets and so really the key findings is here we can turn these into winners essentially checking your heist less costly ones going to the ad level select all uncheck the two ice cream scoops or if that is ice creams looks like it is yeah turn off publish we're turning off everything else and it's gonna force the spin to go to this which we know these are winners because in every other audience they're working which means we'll probably drop the cost significantly here oh yes okay now we might as well just apply that model to even your best performing ones because why not you know take this to an entirely new level where you're looking at a $28 cost for purchase that's already outstanding for what you used to be paying but you know why not just cut it in half again yeah because we saw some foreign teams in there didn't we yes so I say we do that so we just go back to this level select all those ad sets good results and what we can do is we're going to find the amount spent here do we have announcement there it is and then we scroll up no one said a hundred you slightly go over here we are now we're just going to take these and select the ones that looks like actually your majority spin is making it to where it needs to be better yet what we could do is turn off all of these with this image and I believe this was the one you're running originally the ad one is the original and then number two is a varied one yeah and then it looks like those two er now at the bottom in this case which is you know nothing wrong with that it just means that you've now out beat some of the performance yeah so I would end up taking let's just filter this out if we can let's do ad name Oh is it uh it's the most epic yes perfect so we'll just take all of these and just turn them off they don't even have any purchases either yeah right yes so we'll shave that off and now you don't have $205 going in the wrong direction nice it's gonna make a significant permit then we'll leave the others because some of them had purchases and some didn't but that's the main optimizations need to be made on the ad level okay you're at 50 one cost per purchase right 50 1.30 in this case I'd said delivery executive shaved off over $20 nice I mean now we got you're like cold audience shave $20 off you're cold yeah it's you know and then just in the last seven days let's see what that's that set just from performance 24 so we shaved off $36 yeah $37 yep $37 shaved off I mean nobody shakes off $37 unless it's like day two yep huge improvement major improvement you know so I mean like that's wild in terms of I mean this is people who've never even heard of you and now you're profitable in every first sale yeah for something that's a recurring payment most people are finding subscription models to just break even or lose money first if they're gonna get it a second right this is like a hallelujah type situation exactly so now we're down to twenty four that's better than your almost better than your membership you're one imagine if we got your cold to start outperforming your retargeting yeah well imagine what we could get that down tail so now we move on to the next thing right yes we come here go to this same thing here yeah look at this we're gonna cut in half I can already see it take these let's just do this month to be 100% absolutely positive you know so we're at a world what are we at in terms of costs we're at 24 and I said we could probably cut in half we'll turn this off and we are at 21 so that one's about a $4 shave off from the month right yes can we do the last seven days 13 I mean what is that 7 what was it at 20 24 25 somewhere in there okay yeah so I mean very close to cut in half I mean we're like $1 off yeah it's awesome yeah and like I mean to take it a step even further I just turned this one off right yeah if we do yesterday unless it's kind of purchase yesterday or today just wanting to get one today and then we're turning it off nice so yeah turn this one off and now we're really gonna shave off that elf half [Music] 11:58 I mean that's more than half just about that's crazy so I mean now you're making like 5 X here just about yeah just under 5 X last time it was losing money or breaking even at best yep so that's huge and then your warm has been I mean your cold is also going to be generating about a 2 to 3 and it's only gonna be getting better from here so like every month moving forward now you can go after new audiences and find opportunities where you're paying like 5 to 10 dollars literally like five to 10 yeah that's like 10x almost if not 10x returns yes and then you have them on monthly recurring and at your churn rate it's almost like you know where are they gonna go they're not right so it it's just pure pure pure pure profit after that yes so yeah I mean that is really amazing and then let's look at this one so that's how you'd end up making all these optimizations right yeah I got it so you just follow this model and then that's where you go from doing your hundred and fifty per purchase fifty per purchase range down to your ten dollars to thirty at max yes so that's awesome that's very awesome all right that is now I mean huge difference yes we updated again a bit shits like yeah so you'll probably averaging like nineteen dollars almost and then they'll but you could get it down to ten on average - yeah that would be great now you're going to double your results you just we just doubled your results we cut your cost in half across the board and we doubled your results so if you were get if you got twenty three purchases last seven days without spending a penny more you'll make forty six purchases in the next yeah that's that's very cool so with that I mean like we didn't have this scale by spending money we just scale but getting really efficient yeah be efficient optimizing now and now what we could do is leave spend like this for like two days and then go up on spend for these audiences yeah well actually better yet we can start scaling these now that they're split out by ad set I didn't realize they were at $10 each so what I would do here is now I'm for scaling you just take your best one so that one that one this one of course while at 60 bucks um for people who've never even heard of it no realistically this one till almost every single wants to click the racing audience here and then uh all we do is just do drop-down budget select all said daily budget since you're a ten I mean willing have to follow like a 20 percent model I mean I just go by five in this case oh not like that but fifteen so it goes from 50 to 75 it's okay it's about a 20 what is that it's 1 if I go there increase yes you know and that'll get you with this audience I mean that's an extra purchase a day you know so you know and if anything it could be more than that a day just because the results are gonna optimize with those new audiences so you're realistically gonna see your costs dive down even further awesome now with that I mean cou even is as smart to even do say 20 dollars for each one or Thursday yeah it's fine I know anything under 50 daily in our world is like you could go to it right you can go to 10 to 20 to 10 to 25 really like the big increases there aren't even really considered big yeah but in Facebook's Terms it's like doubling which is huge in their algorithms mine but really the 20% increased thing applies whenever you have over 50 because at that point that's when it starts to add up a little bit and you could actually learning phases important and stuff so yeah I mean you could do 20 and double 8 you're spinning right now and see double the results cool awesome so yeah I mean major gains here yes and then you just come back in here check these they're doing well keep them know you'll have some of these that flop out right I mean unless all of these stay really consistent and that's even more amazing but some of these might die off you cut them and then eventually once you get down to like you know that you have your top say maybe it is 7 you could just switch over to CBO okay it's a campaign optimization yeah but if you're like super happy with the results they're all consistent everything's a consistent across the board I mean you could just leave just keep increasing this way okay you know I don't need to make any drastic shifts right because like these results that are unseen in terms of what you've had in the past so like let's keep it going and then once we know it's like stable it's working boom let's start moving things around cool and how long do you think I should wait so we just increase it $20 per day for those should I wait like two or three days reflect it could it be an oil dead in 48 hours I mean I give it some more time than that then 48 took seven days anywhere from two to seven days okay okay go because you could have a bad day right right right it always happens I'm gonna have two bad days but the third day could get like six purchases for five bucks and make up for all three days yeah right yeah okay it's common just like with that seventy dollar purchase that audience ended up chopping down to 16 I forget which one it was but it was like the cost was significant yes drop yeah it worked itself out so yeah cool so that's really awesome and then what you can do is have you used a peer before yes yep do you have offline events in place do I have what offline events in place no okay I would recommend sending stripe purchase information from stripe to Facebook offline event okay and you can track your recurring subscriptions in here on their own column okay so that goes through zapier stripes a beer to Facebook offline events oh okay yeah so I'd set that up said because then you can build audiences off of it and Facebook gets more data all right you know so I mean all in all this is looking really great you could even have some specific retargeting ads if you wanted to and find ways to tweak your cost and drop it even further great you know ice cream ice creams bowl of ice cream you think that was gonna be the one I had no idea actually that's one of the dumb my head size thing I was like I'll just pretty healthy yes right that happens all the time it's like nah this one's never gonna work it works cool cool I mean like cool I mean these changes alone just I mean are gonna take it so much further so that's awesome what about how how traffic I know we talked about that previously I don't have anything directly to the car page as previously mentioned that one other time but my account got disabled I'm not sure if it was exactly that but it was mentioning that as a subscription service and I didn't have certain disclaimers at the bottom of certain pages that it was a reoccurring charge but I believe I did really be transparent every possible I have any like anything in there so I'm not sure that how we're targeting your traffic would be good option as well it's oh it's a good option to have but in this circumstance we're in the past it's been a issue were they locked it I mean I wouldn't know I wouldn't say it's advisable unless it you know it have to be something that would be your decision on if you want to go down that path because it could be a risk or it couldn't it might not be a risk these if you followed all the policy guidelines then should be fine right double and triple-check the policy before last thing we want is get $10 cost for a purchase and there'd be the best ever and then all said and shuts it down right right absolutely okay so maybe what I'll do is I'll make a noise I'll just go back through all of the possible policies Facebook has double-check everything and if it seems like it feels good it's viable is its I followed directions and I would like to try it but I'll definitely double-check through all that for sure perfect yeah because in that case you might be getting $5 purchases there right great great yeah so but I mean those are the optimizations that were really important and needed to be made to drop your cost I would monitor this over the next few days just to see how they're doing if they look good raise them all by $5 $10 if you should expect some change in your return and adds Ben might go down initially but it's going to be important to track it over the course of a month right because it's gonna be up it'll be down a little bit it up because you're just making changes on the regular so it's not really stabilizing but on a monthly level you're gonna see big gains and you know from this month the next month they'll be like whoa we did improve even after seeing an increase or drop yes okay so yeah and then just scaling after you hit the 50-day that I just switched 20% and unless you start scaling by testing new audiences then you can just go absolutely rampant with it I mean you could test this minion if you wanted you could launch you know 100 hundreds is at $10 daily each and then cut all the ones you don't want and keep all the others okay are you gonna take that ice cream bowl and just run it in so many different audiences without an another ad just because you know it's winning and just find how many audiences will that bowl of ice cream work in you could have a totally new testing audience and just be fine with you know running a ton of campaigns might break even because of the amount of tests but if you come out with say you you launch 20 of them and just anything come out positive that $10 per purchase each I mean that puts you at 80 daily getting eight purchases a day very significant returns I mean that's 5x across the charts and then all you double to spin there and then Wow you'd really be you'd be getting 20-some purchases at that point a day yes yeah which is really awesome yes yeah the aim here I have an idea of getting a hundred purchases per day and in some time so I that that's a big obviously leap forward in time but that would be the most ideal spot right there is really my desire absolutely perfect yeah I mean like and then once you're there I mean you should have ways for people to climb up because then you'll have a large enough pool because I mean like that's a ton of people buying and everyday yeah because that's gonna add up to thousands just in a matter of days yes and if you don't have other things to bring people into then you're missing huge huge numbers in terms of revenue yes and I actually do have a level-two it's a coaching program similar I'm sure to your style group coaching and it ranges between 6,000 and 10,000 so I I do have that as like an exile I already have over 160 clients in there uh-huh but it's basically whenever you know whatever system to bring them upwards it's the second level if you will I'm just trying to pan that out currently so ya know kind of new so right and there I mean even ways of that like you could also add the one year payment option okay you have people dropping a a couple hundred dollars just on the one year's are you saying for the membership paint full-time yeah like once you're once you roll out those options once you're getting a lot of purchases you can end up increasing your return on ads been significantly once you make that an option yes okay that's a great idea go triple quadruple your ads your breasts right yes you could go from a 5 X - 15 X maybe right well and then that's the opportunity to go after higher value clients I'm just a you know speaking out in terms of the future here but you know in terms of where this is headed those are the opportunities for the road ahead yeah yeah I love that cool one other thing with the testing so I'm gonna put out these new interests kind of do some tests with that ice cream head do I do it in the same campaign that's cold traffic one or shade do one just for testing oh well technically it wouldn't really matter if you do it on the ad set level okay because I mean they're not gonna be affecting each other by any circumstance so you could if you want to if it's that simple for you yes or and you can put in a testing you just have all your tests one you could consider this now you're proven right it doesn't really matter when it's on the ad side level it just matters whenever you switch it to see do if you you'll have to wait until you narrow everything down so if you want to keep it organized you could have them all on this one just keep going down this list have you know I've seen 634 that sets here right okay you could have as many as one maybe not demet however many right if it's 25 and then you narrowed down and over the course of the few weeks then you turn it to a CBL yeah got it cool and that's very easy for me to do so I can do that the look-alike audience there that has that 16 hour it's like the best one cost for purchase is there any other I know we kind of built some look-alikes but I when I realize everything I took those out is there any other like look-alikes that I could test as well in this kind of testing campaign that I should look into further look likes yeah or should I just be doing all different interests only usually look-alikes will end up outperforming your interest by far okay but initially for testing interests are always good just to build up that data but I mean if you have it you could always do percentages of look-alikes it and you know what go ahead and go to your I have I have some script for you I was thinking about this yesterday and actually put this together for you and I'm glad you're me of this okay go ahead and go to your kajabi and then go to the settings and then go to your header scripts I'm gonna give you a piece of code that you're really gonna like okay cool it's gonna allow you to build so many look-alikes it's time gonna be fun awesome I gotta go grab this real quick okay where am I going on settings go to show you and then oh gosh it's gonna be just go to site details I believe or just try to find a portion where it says header or head tags Oh something like that there's heterogeneity so just stay right there and give me one so I'm gonna drop this in the chat all right no just copy the entire string I can talk to bottom boom now and scroll all the way up oh sorry on the head tags there I'll go back down where you just were there it is yeah so this is what you just paste it in and I'll explain what this is so essentially this is a going to allow you to track different look likes on your actual like program so anybody who's going through your program these are going to fire events that are like hey somebody viewed your course for three seconds or viewed one of your videos right okay and it's gonna fire every second which is what this is it's broken down these are just custom-made scripts they're Facebook doesn't provide these you have to write these custom and we end up building out so many different things for hours and I do was thinking like hey this is something that could you know be of value to you so I wanted to share with you and it goes up you know 10 seconds 60 seconds 120 880 and you could take it as far as you want I mean you could go 2,000 something seconds right and essentially once you have saved as long as you have your pixel on your program do you I believe so I'll save this here and then I think if I can just take a quick look I believe I put it in here somewhere if you just visit your login page and should populate ok on your you know there you know do you have the pixel helper I don't I can I can get okay got it got it into my net yeah so download damn yeah so like that's gonna fire every single time somebody's visiting it for a certain length of time and you can then just build audiences off of people who viewed certain links of it and you could take it really far like people who made it certain video trainings how far they made it in all these different things I mean Rick might as far as we wanted to do with it okay yeah so just go ahead and log in and then just go to video just choose one you don't have to play the whole thing so we don't yeah and then just right yeah there you go and then just press on the pixel helper yeah so like these right here they're gonna fire every single time so you see the 10 it's changing no just fired and if you if we wait another 20 seconds it's gonna fire off the the 31 yes and so as soon as that goes off its gonna send it to Facebook and tell them hey this person's been on this one watching this video for X amount of time and it's gonna tell you which video it's gonna tell you which person it's gonna actually send their name phone number all that stuff Oh to Facebook because they're paid customers so Facebook has it all already see someone just changed again yes it'll just keep going and going and going and going and that'll allow you to create upwards of however many audiences that is off those events alone which are super valuable Wow yeah that's awesome cool so in terms of look-alike ideas that is one answer to that question awesome could we possibly set up one of those so I can understand like how to or what that looks like I guess yeah let's just go ahead and go back here won't drop down in here a good Events Manager just to take a look at where it's gonna be populating and if we scroll down this is the correct pixel yes yep so it will populate once you have but like it'll take a few minutes for it to get here okay well what's gonna end up happening is you're gonna be seeing these events come in here they're now going to show up as advanced events just make sure you have that active down here okay you know really you're gonna have advanced events popping up down here now do I have a unique icon you'll see it once it comes but that's going to essentially be tracking that moving forward and you can use that to create audiences and look likes off of those advanced events so nothing yet we can try back later but if we go to your ad account again yes and it's just as if you would create any normal look-alike let's just say you duplicate this one we want to actually like complete this but just for training sake go here custom audience website it's gonna be under your website activity so it's dope they're already there there you go so they're gonna continue to populate as you get them see him yes then you just click it as the people who viewed three seconds last 30 days they're already qualified because they purchased right yes and then 30 seconds go for it because that'll be a big audience and you just keep doing multiple ones of these that'll give you a good amount of look-alikes just to go forward with okay great yeah then you just create audience then we'll ask you look like you'll choose look like and boom you're off to the races with even more qualified audiences than you started with cool you might get one dollar purchases tasks maybe you never know great so yeah that's how you do that cool yeah I appreciate that that's awesome cool all right is there any other specific questions that you had I think we've covered you know so as I usually like to just make sure I got the right plan so basically just make sure I'm waiting to see the results over two to seven days until I increase the spend five to ten bucks on the ones that are really working well so that will be something for me to look at also start testing some new interests just with that one ice cream ad because it's been proven so put those out there with these new likes based on that behavior and kajabi as well as going into stripe and doing the offline events over to Facebook as well so we can do some good work with that so I think that's the plan moving forward at least for the next week type of look is that correct it's absolutely correct I mean you know that there was a lot that was covered in a short amount of time and that's that's honestly because there were so many opportunities that we could end up moving forward with based off those initial results just from the changes alone yes right and it's always so nice to see that whenever you end up making a change and you get all these new results and that are much better lower cost it opens up a vast range of opportunities to then take that to even a further level right and so it's really just about breaking down all these barriers and constantly moving forward and taking your results to where they want to be and before you know it like this will be at such a high scale that they'll be producing more results than you really know what to do it yeah yeah nice awesome well thanks again I mean this was this is really incredible it's it's so great to see how how you kind of go through the process here so I can really learn it and then you know keep keep going upwards from here so I think that covers everything for today awesome Arie Scott perfect I'll go ahead and send you over this recording as well cool it sounds great chase cruciate awesome thanks all right