5 Steps to Grow Your Online Course or Membership Business

5 Steps to Grow Your Online Course or Membership Business



I avoided these like the plague for years.

Now they are some of my best-performing Facebook ads.

The Facebook gurus are going to hate me for this…

But if you want to grow your online course or membership business…

….you need to check these out…..

If you want to reduce your cost per lead and run more profitable Facebook ads, dynamic creative is a game-changer. Dynamic creative ads, give the Facebook algorithm the power to mix and match creative elements to personalize ads for and individual user.

Step 1: Build your copy assets. Draft 3 variations of body copy and 3 variations of headlines for your campaign. Make sure that the headlines are interchangeable with the body copy. All the normal copywriting best practices apply. Give people a compelling reason to act now. 

Step 2: Build your visual assets. Create 3 variations of images or videos that align with the copy and headlines created in Step 1. Your visuals should grab people’s attention so they pause for a second and read your headline. How can you stand out in a sea of sameness?

Step 3: Pick your dynamic combo. I’m a fan of the 3-3-2 method. We don’t want to give Facebook too many choices. Use any combo of assets in the ratio 3-3-2. 3 body copy, 3 headlines, and 2 images or 3 headlines, 3 images, and 2 body copy. 

Step 4: Build and launch your campaign. You will end up with one dynamic creative ad per ad set. You can have as many ad sets as you like. If you want to turbo-test your assets, you can run multiple ad sets with the same audience head to head.

Step 5: Track and optimize. Log into your ad account, select your campaign, open the ad set tab and then select Breakdown, and “By dynamic creative element”. This will display the results from each asset element. Create variations of the winners and repeat the process.



Turning Organic Instagram Posts into Profitable Ads

Turning Organic Instagram Posts into Profitable Ads

One size does not fit all. 


Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.


Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.


I spotted he is running a 10-day challenge from May 17th – 25th. 


I decided to investigate! 


Mastin has a large Instagram following of 280k people. 


But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.


Here’s what I found:


This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.


3 Elements To Inspire Your Ad Campaigns:

  • If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.


  • Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.


  • Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.



Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Without data, you’re just an idiot with an opinion.

If you want profitable Facebook ads, you need to obsess over the data.

Here are the key metrics you need to track and what it tells you.

  1. CPM – not irrelevant by any means. It tells you how competitive the auction is and whether Facebook thinks your creative enhances their users’ experience on the platform. We can’t control CPM, but we can track it.
  2. CTR (Click-Through Rate) – Think of it like a popularity contest. The higher the CTR, the more people are interested in your ad. It shows how many clicks your ad is getting per impression.
  3. CPC (Cost Per Click) – This is the amount you’re paying for each click on your ad. Keep an eye on CPC to make sure your ad spend is staying within budget and delivering a good return on investment.
  4. Outbound Click-Through Rate (OCTR) – This metric measures the clicks on links that take people away from Facebook to your landing page. A high OCTR means your ad is successfully driving traffic outside of Facebook.
  5. Conversion Rate – This metric measures the effectiveness of your ad in getting people to take the desired action, like signing up for your email list or making a purchase. 
  6. Cost per Lead (CPL) – This metric measures the cost of acquiring a lead, like someone signing up for your lead magnet. Keep an eye on CPL to make sure your funnel can operate profitably.
  7. Cost per Acquisition (CPA) – This metric measures the cost of acquiring a customer. It helps you see the effectiveness of your campaigns in driving results and making sales. 
  8. ROAS (Return on Ad Spend) – This metric helps you see if your Facebook ad is actually making you money. It compares the revenue generated from your ad to the cost of the ad, giving you a clear picture of profitability.
  9. Relevance Score – This score is Facebook’s way of telling you how well your ad is resonating with your audience. A high score means your ad is relevant and valuable to users, leading to better ad delivery and lower costs.
  10. Frequency – This metric shows you how many times a unique user has seen your ad. A high frequency can indicate that your audience is tiring and you may need to expand your targeting.
  11. Lifetime Value – This metric measures the total value a customer brings to your business over their lifetime. It helps you see the long-term impact of your campaigns and determine if they’re worth the investment.