Cold Audiences on Facebook: How to Sell More Courses Online

Cold Audiences on Facebook: How to Sell More Courses Online

Cold Audiences on Facebook: How to Sell More Courses Online

Cold Audiences on Facebook: How to Sell More Courses Online

Without cold audiences, you’ll never successfully scale your Facebook ad campaigns.

Here are the 3 cold audiences you need to master…

…and more importantly, the correct order to unlock each level for maximum results.

Level 1 – Interest-based audiences

These are the most commonly used cold audiences on Facebook. Facebook uses its 72,000 data points per user to place people into common groups which you can target.

Using interest-based audiences allows you to tailor your ad copy and creative for maximum results. With individual ad sets you can quickly establish the audiences that work and the ones that don’t work. 

Facebook has removed thousands of interest-based audiences. Fewer audiences leads to more competition in the most popular audiences. In addition, smaller audiences are performing worse than larger audiences. 

Interest-based audiences are a great way to get started with Facebook ads. Test multiple audiences in direct and parallel interests to your topic. Aim for an audience size per ad set of 7-15 million people if possible.

Level 2 – Lookalike Audiences

When your ads start converting, build Lookalike audiences. Ask Facebook to find the 1% or 5% of the population who look most like the people who have converted.

Based on your conversion data Facebook will build audiences of the people most likely to take the action you want. This means you can reach a wider audience, in a more cost-effective manner for even better results.

The downside to Lookalike audiences is that Facebook needs a substantial sample size to identify which data points are most likely to indicate the perfect person to show your ads to.

Start with interest-based audiences first, and once you have conversions flowing, introduce Lookalike audiences. Remember, there is no such thing as the best audience type. Our goal is to leverage all 3 types.

Level 3 – Broad Audiences

A broad audience is where you define location only. This gives Facebook the ultimate freedom to pick and choose anyone they think has a likelihood of taking the action you specify.

As Facebook’s algorithm improves, the results from Broad targeting are getting better and better. It enables Facebook to better manage its distribution of ads across its users, producing a lower CPM for you.

By using broad targeting, you give up control to Facebook. This is good if they have lots of data on leads and sales. Without this data, they are shooting in the day, and they could waste a lot of ad $$$’s 

Use broad targeting when you have built substantial conversion data in your ad account based on your level 1 and level 2 audiences. Broad targeting will be one of the best audiences for scaling your campaigns.

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Crafting Effective Launch Opt-In Pages with an Upsell

Crafting Effective Launch Opt-In Pages with an Upsell

TME Launch Opt-in Page

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TME Launch Opt-in Page Pop-up

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TME Launch Opt-in VIP Upsell

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3 Elements To Inspire Your Landing Pages:

  • TME Launch Opt-in Page – Single page, everything above the fold, opt-in page here for Stu. If it’s good enough for Stu with a launch he will be hoping will bring in over $5mill, it can work for your launch. Brilliant use of scarcity and deadline – This live training only happens 1X a year. Notice FREE Workshop. Despite being a multi day training only the first date is mentioned. This keeps it simple and doesn’t drive people into overwhelm. 
  • TME Launch Opt-in Pop-up – Notice the inclusion of the phone number. Text message marketing is extremely powerful. Yes, there is a cost associated, but with Twillio’s low rates and high text message engagement rates, you will get a positive ROI.
  • TME Launch Opt-in VIP Upsell – An upsell is powerful from several perspectives. 1) it gives you an opportunity to scale your ad spend. At $47, it is somewhat realistic for Stu to break even on the costs of ads for his launch. This gives him massive confidence to scale his ad spend. 2) People who purchase a VIP package will be more like to engage with the launch. People who are more engaged will be more likely to buy. 3) The psychological principle of consistency means that people who have already paid an amount earlier in the process will be more likely to feel internally compelled to purchase when the primary offer is made for TME.

3 Elements We’d Test:

  • Paid launches are steadily rising in popularity. Those who have tested the model have seen far a far lower number of people partaking in their launch but get a far higher conversion rate during the launch and are reporting higher launch revenue. People have become used to opt-in for launches and then not taking part. It is a big scary test but one I would love to see on a launch of this scale.
  • I always test the text on the left and right sides of the page. There are two entrenched schools of thought on this. 1) your eyes always end up on the right side of the page, and this is where you should place the text. 2) your eyes scan the top of the page, hit the right side, and then travel diagonally from the top right-hand corner to the middle right in a Z pattern. Therefore your should place your headline along the top and your important text on the right side of the page. I have tested both and don’t have conclusive evidence for one approach or the other. I have seen switching sides, either way, result in a big jump in conversions, so it is always worth testing.
  • Getting a phone number is a good idea, but I would like to know how much it hurts the overall conversion rates. I would run 3 tests over a limited period of time: 1) no phone number collected 2) phone number on the secondary screen after opt-in 3) Phone number not optional. The real test is the impact on purchases for The Membership Experience. As a result, we want the opt-in sample sizes to be around the same size and be able to calculate the total spent per test.
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Mastering the Art of Membership Launch Ads

Mastering the Art of Membership Launch Ads

Well, look at what popped up in my Facebook feed today! 

 

There are two launches I get excited about every year…

 

One is Jeff Walker’s Product Launch Formula, and the other is Stu McLaren’s Membership Experience.

 

Now other launches may make more money, but these two are by far and away the best to learn from when it comes to applying the principles of launching.

 

Stu’s TME Launch is not scheduled until 20 April 2023, so imagine my surprise when an ad popped up on Facebook today.

Now before I delve into the ad and landing page there is a massive learning straight off the bat.

It’s 9 March today. The launch is not until 20 April. Stu isn’t focused on signing people up for his launch this early. No, he has created a long runway to test his ad copy, creative, and opt-in page conversion rates.

There are big challenges when it comes to running ads for a launch. By the time you have figured out your winning combo of ads and creative, the launch is over. It is incredibly hard to scale quickly and hit an attractive Cost Per Lead.

For any fixed-date event, there is an optimum window of time where you can start promotion and keep early registrants engaged.

Open registration too late, and you won’t have enough time to fill the event. Open it too early, and people will forget they have registered.  

2 weeks tends to be the sweet spot. But it is hard to scale an ad campaign to tens of thousands of $’s a day in just 2 weeks.

My reading of Stu going so early with his ads is to figure out the winning ads and run a couple of rounds of optimizations on the opt-in page. 

This means when it comes time to scale the campaign, they can do so cost-effectively.

Just to give you an idea of the scale of this campaign….

In total, there are 27 variations of ads in the Facebook Ad Library, which include the url membershipworkshop.com. These ads appear in between 4 and 15 ad sets. This is a significant test.

The best part of all is you have a ring-side seat for the next month and a half.

Ok let’s dive into the ads:

Ad Version 1 – Medium Form – TME Launch

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3 Elements To Inspire Your Ad Campaigns:

  • This is such a simple ad. Simple is beautiful. Simple is effective. The ad targets one pain point and one pain point only. Cashflow and business stability. This is always a top 3 problem for an entrepreneur. Something that keeps Stu’s perfect-fit client awake at night. So here is my question for you. What is a “top 3” problem that keeps your perfect-fit client awake at night that you can help them solve? The bigger and more painful the problem you can solve, the quicker people will flock to you for a solution.
  • Hooks don’t always have to be crushing pain points or wild promises. Sometimes a simple pattern interrupt can do the trick. The simple “Hello there” is an interesting approach. Other ads published for the Membership Workshop open with “I’m Stu McLaren”… “What time is it???”…. “Patty started with a super simple idea.”. It will be interesting to see how these opening hooks fare over the duration of the campaign.  
  • The image is what drew me to review this ad. I love the screenshot approach. Almost everyone can test this option in their campaigns – My To-Do List – Complete the thing on offer. For an event / date-based launch, it also gives you an opportunity to prominently include the date. Notice how the action is transformative. Don’t just say download the lead magnet or register for the workshop. Paint the transformation someone will achieve when they take the action you prescribe. Oh, and a sneak two-for here! Notice the “all caps” FREE X 2. Free sells…

3 Elements We’d Test:

  • The URL in the body copy is formatted in bold and italics to draw attention to it, which is great. I would want to test if there was any uptake in the outbound click-through rate if this was entered as a live link. I always include at least one live link in the body of every conversion ad.
  • The headline Stu, Stu, Who The Heck is Stu? While interesting will possibly only resonate with people who know Stu. Now this version of the ad could be to warm traffic. It wasn’t one of the ads which appeared in 15 ad sets. However, I would test this ad with a headline that was focused on the avoidance of pain or attainment of pleasure. In this case, something like – Looking for more stability in your business? [FREE TRAINING] Proven Path To Membership Success
  • While the single line “hello there” is a pattern interrupt partially due to the empty space, I would test including more text directly after it. You only have 140 characters to convince people they should click on the “See more” and read the rest of your body copy. You want to make sure it packs a punch and gives them a reason to read on.
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New A.I. Tools To Grow Your Online Busines

New A.I. Tools To Grow Your Online Business

Tired of manually sifting through your interviews and podcasts for the juiciest quotes?

Let Quotify AI do the heavy lifting for you and extract the best soundbites with lightning-fast speed.

>>> Read more

Transcribe audio in seconds and leave all those outdated and error-prone transcription tools in the dust

Say goodbye to endless hours of manual transcription and hello to more time for the things you actually enjoy!

>>> Read more

Say goodbye to writer’s block and hello to viral fame with ChatGPT for YouTube

The AI-powered app that generates video ideas, titles, and descriptions faster than you can say “clickbait.”

>>> Read more

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Latest News 030923

L – Latest News

TikTok takes on Netflix and Amazon with new premium series feature for creators

Don’t miss out on this chance to see how TikTok is shaking up the streaming market, while also potentially creating a new revenue stream for creators and unique advertising opportunities.

>>> Read more

Get ready to take your storytelling and production value to the next level with these new AI tools for Youtube

YouTube’s new leader, Neal Mohan, has teased upcoming AI tools that will allow creators to virtually swap outfits and create fantastical film settings. This is a must-read for anyone interested in the future of YouTube and the creative possibilities of generative AI.

>>> Read more

Microsoft is shaking things up in the world of local search with the announcement of its new local search ads for Bing.

With additional updates such as code-free custom conversion setup and custom audience list creation, this is a great opportunity to enhance your online presence and drive sales. Don’t miss out!

>>> Read more

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Launch Newsletter Issue #00039

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

TikTok takes on Netflix and Amazon with new premium series feature for creators

Don’t miss out on this chance to see how TikTok is shaking up the streaming market, while also potentially creating a new revenue stream for creators and unique advertising opportunities.

>>> Read more

Get ready to take your storytelling and production value to the next level with these new AI tools for Youtube

YouTube’s new leader, Neal Mohan, has teased upcoming AI tools that will allow creators to virtually swap outfits and create fantastical film settings. This is a must-read for anyone interested in the future of YouTube and the creative possibilities of generative AI.

>>> Read more

Microsoft is shaking things up in the world of local search with the announcement of its new local search ads for Bing.

With additional updates such as code-free custom conversion setup and custom audience list creation, this is a great opportunity to enhance your online presence and drive sales. Don’t miss out!

>>> Read more

A – A.I. For Growth

Tired of manually sifting through your interviews and podcasts for the juiciest quotes?

Let Quotify AI do the heavy lifting for you and extract the best soundbites with lightning-fast speed.

>>> Read more

Transcribe audio in seconds and leave all those outdated and error-prone transcription tools in the dust

Say goodbye to endless hours of manual transcription and hello to more time for the things you actually enjoy!

>>> Read more

Say goodbye to writer’s block and hello to viral fame with ChatGPT for YouTube

The AI-powered app that generates video ideas, titles, and descriptions faster than you can say “clickbait.”

>>> Read more

 

U – Uplevel Ads 

Well, look at what popped up in my Facebook feed today! 

 

There are two launches I get excited about every year…

 

One is Jeff Walker’s Product Launch Formula, and the other is Stu McLaren’s Membership Experience.

 

Now other launches may make more money, but these two are by far and away the best to learn from when it comes to applying the principles of launching.

 

Stu’s TME Launch is not scheduled until 20 April 2023, so imagine my surprise when an ad popped up on Facebook today.

Now before I delve into the ad and landing page there is a massive learning straight off the bat.

It’s 9 March today. The launch is not until 20 April. Stu isn’t focused on signing people up for his launch this early. No, he has created a long runway to test his ad copy, creative, and opt-in page conversion rates.

There are big challenges when it comes to running ads for a launch. By the time you have figured out your winning combo of ads and creative, the launch is over. It is incredibly hard to scale quickly and hit an attractive Cost Per Lead.

For any fixed-date event, there is an optimum window of time where you can start promotion and keep early registrants engaged.

Open registration too late, and you won’t have enough time to fill the event. Open it too early, and people will forget they have registered.  

2 weeks tends to be the sweet spot. But it is hard to scale an ad campaign to tens of thousands of $’s a day in just 2 weeks.

My reading of Stu going so early with his ads is to figure out the winning ads and run a couple of rounds of optimizations on the opt-in page. 

This means when it comes time to scale the campaign, they can do so cost-effectively.

Just to give you an idea of the scale of this campaign….

In total, there are 27 variations of ads in the Facebook Ad Library, which include the url membershipworkshop.com. These ads appear in between 4 and 15 ad sets. This is a significant test.

The best part of all is you have a ring-side seat for the next month and a half.

Ok let’s dive into the ads:

Ad Version 1 – Medium Form – TME Launch

blank

3 Elements To Inspire Your Ad Campaigns:

  • This is such a simple ad. Simple is beautiful. Simple is effective. The ad targets one pain point and one pain point only. Cashflow and business stability. This is always a top 3 problem for an entrepreneur. Something that keeps Stu’s perfect-fit client awake at night. So here is my question for you. What is a “top 3” problem that keeps your perfect-fit client awake at night that you can help them solve? The bigger and more painful the problem you can solve, the quicker people will flock to you for a solution.
  • Hooks don’t always have to be crushing pain points or wild promises. Sometimes a simple pattern interrupt can do the trick. The simple “Hello there” is an interesting approach. Other ads published for the Membership Workshop open with “I’m Stu McLaren”… “What time is it???”…. “Patty started with a super simple idea.”. It will be interesting to see how these opening hooks fare over the duration of the campaign.  
  • The image is what drew me to review this ad. I love the screenshot approach. Almost everyone can test this option in their campaigns – My To-Do List – Complete the thing on offer. For an event / date-based launch, it also gives you an opportunity to prominently include the date. Notice how the action is transformative. Don’t just say download the lead magnet or register for the workshop. Paint the transformation someone will achieve when they take the action you prescribe. Oh, and a sneak two-for here! Notice the “all caps” FREE X 2. Free sells…

3 Elements We’d Test:

  • The URL in the body copy is formatted in bold and italics to draw attention to it, which is great. I would want to test if there was any uptake in the outbound click-through rate if this was entered as a live link. I always include at least one live link in the body of every conversion ad.
  • The headline Stu, Stu, Who The Heck is Stu? While interesting will possibly only resonate with people who know Stu. Now this version of the ad could be to warm traffic. It wasn’t one of the ads which appeared in 15 ad sets. However, I would test this ad with a headline that was focused on the avoidance of pain or attainment of pleasure. In this case, something like – Looking for more stability in your business? [FREE TRAINING] Proven Path To Membership Success
  • While the single line “hello there” is a pattern interrupt partially due to the empty space, I would test including more text directly after it. You only have 140 characters to convince people they should click on the “See more” and read the rest of your body copy. You want to make sure it packs a punch and gives them a reason to read on.

N – Now Launching

TME Launch Opt-in Page

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TME Launch Opt-in Page Pop-up

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TME Launch Opt-in VIP Upsell

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3 Elements To Inspire Your Landing Pages:

  • TME Launch Opt-in PageSingle page, everything above the fold, opt-in page here for Stu. If it’s good enough for Stu with a launch he will be hoping will bring in over $5mill, it can work for your launch. Brilliant use of scarcity and deadline – This live training only happens 1X a year. Notice FREE Workshop. Despite being a multi day training only the first date is mentioned. This keeps it simple and doesn’t drive people into overwhelm. 
  • TME Launch Opt-in Pop-upNotice the inclusion of the phone number. Text message marketing is extremely powerful. Yes, there is a cost associated, but with Twillio’s low rates and high text message engagement rates, you will get a positive ROI.
  • TME Launch Opt-in VIP UpsellAn upsell is powerful from several perspectives. 1) it gives you an opportunity to scale your ad spend. At $47, it is somewhat realistic for Stu to break even on the costs of ads for his launch. This gives him massive confidence to scale his ad spend. 2) People who purchase a VIP package will be more like to engage with the launch. People who are more engaged will be more likely to buy. 3) The psychological principle of consistency means that people who have already paid an amount earlier in the process will be more likely to feel internally compelled to purchase when the primary offer is made for TME.

3 Elements We’d Test:

  • Paid launches are steadily rising in popularity. Those who have tested the model have seen far a far lower number of people partaking in their launch but get a far higher conversion rate during the launch and are reporting higher launch revenue. People have become used to opt-in for launches and then not taking part. It is a big scary test but one I would love to see on a launch of this scale.
  • I always test the text on the left and right sides of the page. There are two entrenched schools of thought on this. 1) your eyes always end up on the right side of the page, and this is where you should place the text. 2) your eyes scan the top of the page, hit the right side, and then travel diagonally from the top right-hand corner to the middle right in a Z pattern. Therefore your should place your headline along the top and your important text on the right side of the page. I have tested both and don’t have conclusive evidence for one approach or the other. I have seen switching sides, either way, result in a big jump in conversions, so it is always worth testing.
  • Getting a phone number is a good idea, but I would like to know how much it hurts the overall conversion rates. I would run 3 tests over a limited period of time: 1) no phone number collected 2) phone number on the secondary screen after opt-in 3) Phone number not optional. The real test is the impact on purchases for The Membership Experience. As a result, we want the opt-in sample sizes to be around the same size and be able to calculate the total spent per test.



C – Conversion Psychology 

Without cold audiences, you’ll never successfully scale your Facebook ad campaigns.

Here are the 3 cold audiences you need to master…

…and more importantly, the correct order to unlock each level for maximum results.

  1. Level 1 – Interest-based audiences. These are the most commonly used cold audiences on Facebook. Facebook uses its 72,000 data points per user to place people into common groups which you can target.
  2. Using interest-based audiences allows you to tailor your ad copy and creative for maximum results. With individual ad sets you can quickly establish the audiences that work and the ones that don’t work. 
  3. Facebook has removed thousands of interest-based audiences. Fewer audiences leads to more competition in the most popular audiences. In addition, smaller audiences are performing worse than larger audiences. 
  4. Interest-based audiences are a great way to get started with Facebook ads. Test multiple audiences in direct and parallel interests to your topic. Aim for an audience size per ad set of 7-15 million people if possible.
  5. Level 2 – Lookalike Audiences – When your ads start converting, build Lookalike audiences. Ask Facebook to find the 1% or 5% of the population who look most like the people who have converted.
  6. Based on your conversion data Facebook will build audiences of the people most likely to take the action you want. This means you can reach a wider audience, in a more cost-effective manner for even better results.
  7. The downside to Lookalike audiences is that Facebook needs a substantial sample size to identify which data points are most likely to indicate the perfect person to show your ads to.
  8. Start with interest-based audiences first, and once you have conversions flowing, introduce Lookalike audiences. Remember, there is no such thing as the best audience type. Our goal is to leverage all 3 types.
  9. Level 3 – Broad Audiences – A broad audience is where you define location only. This gives Facebook the ultimate freedom to pick and choose anyone they think has a likelihood of taking the action you specify.
  10. As Facebook’s algorithm improves, the results from Broad targeting are getting better and better. It enables Facebook to better manage its distribution of ads across its users, producing a lower CPM for you.
  11. By using broad targeting, you give up control to Facebook. This is good if they have lots of data on leads and sales. Without this data, they are shooting in the day, and they could waste a lot of ad $$$’s 
  12. Use broad targeting when you have built substantial conversion data in your ad account based on your level 1 and level 2 audiences. Broad targeting will be one of the best audiences for scaling your campaigns.

H – Hot Take

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Go crush dem objections…. they are holidng your perfect-fit client back from achieving their ultimate dream.

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