Supercharge Your Facebook Ads for Your Course Launch
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How to Optimize Retargeting Ads for Higher Conversions
Your Facebook ads shouldn’t stop when you close registration for your pre-launch workshop.
Nope, that’s the exact point they should kick into overdrive.
Today’s Facebook Ad examples are from an open cart Facebook ad campaign for Bonnie Christine’s, Immersion course
This is a once a year launch for a $1,997 course. B
Bonnie has just wrapped up her pre-launch and has now entered that magical open cart period.
I have picked two ads to review today.
Ad 1 is a sales page retargeting ad.
Ad 2 is a retargeting people who registered for or interacted with her pre-launch content.
Let’s dive in….
Ad 1
Ad 2
3 Elements To Inspire Your Ad Campaigns:
- When using retargeting you are in control of who sees your ad based on the actions they have taken. Make the most of what you know about them. Make them feel like you are talking directly to them.
Ad 1 opens with – “Cold feet about joining the Surface Design Immersion class of 2023? That’s okay, my pattern-loving friend. 💕”. If someone has checked out your sales page but has not purchased this is a great way to connect with them. To a cold audience this would be a horrible hook.
Ad 2 opens with – “Hello, creative friend! Let’s keep the momentum flowing”. Again this would be a horrible opening hook to a cold audience but for someone who has experienced the excitement, energy and momentum of the pre-launch this is bound to capture their attention.
Remember you can stack triggered events to tailor ads specifically for people who have visited all 3 pages of a pre-launch funnel or people who have visited just one. Again this gives you plenty of interesting messaging options.
Don’t be afraid to call out objections in your ad copy especially for bottom of funnel retargeting ads to drive sales. Take a look at Section 2 of Ad 1. People who are in the purchase consideration phase have lots of questions. In general most people have very similar questions. Bonnie calls out these objections – Time, Money, Self-Belief. In just one section she hits on 3 of the 5 primary objections to buying anything. (hit reply and I’ll tell you the other 2!)
Use testimonials in your ads. Having 50 brilliant testimonials on your sales page is useless unless people see them. Don’t just use testimonials to make the sale. Use testimonials to get people interested in visiting your sales page. Christine does this to great effect in the desire section of Ad 1.
3 Elements We’d Test:
- Avoid vague and flowery language. A headline in Ad 1 reads – “🌿Building a brand that embodies their essence . . .” I have no idea what this means. It may be something that a client said once but it isn’t very concrete. You need to land the plane for people.
…..Build a unique and profitable business
Also try to avoid words that end with “ing”. “Build a brand” is a stronger than “Building a brand”. - Avoid telling people your course is transformative. Show them. We are told our programs should change people’s lives so everyone says their course or membership is transformative. Your customers don’t know what that means. Be specific about how their life will change. Otherwise you are just using fluffy filler words.
- Testimonial Carousel. Across this campaign Bonnie has used video to great effect. I would also test image carousels. Create nice graphics of each testimonial. Stack the best 6 and create a testimonial carousel ad. After every second testimonial include a promo image for the program but include an arrow to tell viewers that there are more testimonials to come.
Facebook Ads Swipe Files
Sales Page Optimization: A Deep Dive into Design Strategies
Ok. So let’s dive into Bonnie’s sales page. In particular, I am going to focus on the lead section.
The phrase lead originates in the newspaper industry. It was the introductory paragraph or two that hooked readers into reading the rest of the article. It is normally 150 – 300 words in length, and it is a self-contained argument as to why someone should sign up for your offer. Someone should be able to make the decision to buy or not based on the lead.
The purpose of the rest of your sales page is to provide evidence to back up the argument in your lead.
3 Elements To Inspire Your Sales Page:
- The aesthetics are beautiful. There is lots of space. The design is simple but interesting. Most of all, it is warm and welcoming. There are some design elements out of the shot above (which you can see in the swipe file), but the simplicity of this page is a key part of its beauty. Don’t feel you need to cram lots of design features onto a sales page. Let the copy do the talking. The purpose of the design is not to get in the way.
- I am a huge fan of positioning statements, especially when they are kept to 3. Bonnie introduces this in the “Whether you want to:” section This section should feature on every sales page. Split your perfect-fit clients into 3 categories and describe each one’s dream outcome. I especially love “Hello, curious creative”… “Hello, side hustle!”… “Hello, full-time designer” Naming your avatar categories makes it super powerful.
- Don’t be afraid to use language differently if it reflects your audience “BUILD AN ENTIRE BREATHTAKING CAREER FROM YOUR HOME.” The majority of people would have gone with “Build an entire breathtaking business from your home” As this is in such a prominent position, I am sure the word “career” is not random. It could be that Bonnie’s perfect-fit client is coming from a corporate background. It could be that for many of Bonnie’s audience, the thought of starting a business is scary, but building a career from home is less scary. Know your audience and use the language that will best resonate with them.
3 Elements We’d Test:
- There is a lot of dead space in the most important part of the page – the hero. No, I am a fan of space, but you have to use your highest-traffic areas to maximum effect. It isn’t about getting rid of space it is about getting the greatest return per pixel possible. I think the hero could move the sales process on better.
- Make your hero about your audience’s outcome. Now I have mentioned this before, sometimes when a course or membership becomes so big and well-known, the rules that apply to mere mortals no longer apply. The hero is all about the course – Immersion. There is no mention of what it can do for the reader. It could be that this course is so well known it has become a benefit in its own right, but I would definitely test including the core premise and expected transformation as a short headline and subheadline.
- Bring your creative dreams to life. This is a little vague for me. Sure, I can understand what it means but it is not painting a picture of what my life will be like with my creative dreams come true. Headlines like – “Build Your Profitable Design Career From Home Today”. “Your Profitable Home Career Starts Today” “Start Your Dream Design Career From Home Today” may add more weight. The biggest killer of strong headlines is casting a wide audience net. The wider your target audience, the less specific you can be.
Sales Page Swipe Files
- SWIPE FILE – 0037 – Bonnie Christine – Sales Page