Boost Your AOV: Facebook Ads Strategy for Mini Offers
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The Power of Facebook Ads for Course Sales Success
From short form last week to long form this week.
Let’s look at a Paul Xavier ad for his $48, 14-Day Film Maker Course.
And boy, do these long-form ads convert.
There are versions of this ad running since August 2022.
Paul has a big budget behind this campaign.
These two factors tell me this ad is absolutely crushing it.
This week I will break the ad into 3 sections:
Countercultural or controversial hooks are a solid way to open an ad. People love an underdog. They love it when the majority get it wrong. It creates a sense of us against them, and we’re in the know. It’s like a secret handshake for a club.
14 days is specific; it feels short and immediate but also long enough to learn something worthwhile.
Straight away, Paul dives into the program’s benefits and the specific outcomes you will achieve in 14 days.
My only comment for improvement is to reduce the first block to 3 points or a single line. Cinematic videos, 14 days, just your cellphone.
Then we have a social proof section. Succinct and to the point. As course creators, one of the biggest hurdles we must overcome is – “I purchased something like this before, and it was crap”
All 3 testimonials deal with this head-on. Not all glowing testimonials are equal. Work with your clients to get the testimonials that will have the greatest impact. Know the objections you must overcome and interview your clients to get the testimonials to address them.
Finally, we have the stuff and details section. Ordinarily, I leave the product price out of the ad. In this case, as it is heavily discounted and just $48, it’s worth a try and obviously working for Paul.
Part of the reason I believe this works is the compelling offer. Ordinarily, I would expect to pay $198 for a course that offers all this. So when I see the discounted price, it makes it even more appealing.
Facebook Ad Swipe File
How to Optimize Your Course Sales Page with Ad-ons
The 14 Day Film Maker Program is a $48 offer.
The offer has a $19 order bump and a $67 upsell.
Being generous, that means an AOV of $60.
While Paul has a wide potential audience (targeting smartphone users), my guess is he’s breaking even at best or going negative on the front end.
In addition to his Facebook ads, Paul has a highly engaged YouTube audience with almost 100k subscribers.
He could be using the organic sales from YouTube to subsidize his audience building from paid traffic.
Here is a link to Paul’s offer page: https://www.contentcreator.com/14-day-filmmaker-fb
3 Elements To Inspire Your Offer Page:
- Offer pages don’t need to be a work of art. Paul uses 3 background colors and one call to action color. All the images are from the course content. There is nothing fancy or spectacular. He lets the copy do the talking.
- The primary promise is simple – Learn Professional Content Creation In Just 14 Days. My only criticism of the above-the-fold section is that there is no description of the transformation. The closest he gets is – “produce cinematic & emotional videos without wasting months” This proves that if you are selling a program that solves a big problem for people (knockout offer), you don’t need to work as hard with your copy.
- Gets straight to the proof. Similarly to the Facebook ad, Paul gets straight to the social proof. This is especially effective for low-ticket offers.
