Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

192 | Mastering Weekly Routines: 5 Questions To Ask To Gauge Your Ad Success

• Jenzaia • Episode 192

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Ever thought about parallels between teaching methods and effective Facebook ad strategies? Join me for this week's Saturday Strategy Session where we talk about setting clear goals, measuring success through key metrics, and continuously optimizing campaigns, listeners learn actionable tips to improve their advertising efforts.

In this episode, we'll chat about
✨ Importance of establishing clear goals for ad campaigns
✨ Measuring success with specific metrics
✨ The importance of testing and optimization techniques for ads
✨ How to adapt strategies based on performance data and insights

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Speaker 1:

Welcome to Market Scale Grow. I'm your host, jen Zaya, and this is a Saturday Strategy Session. Hello, welcome back. It's Jen Zaya, and we are doing another Saturday Strategy Session, so let's dive in. This one came to me because I was talking to a friend who teaches similar grade levels to what I've teached it, to what I've teached it in the past. Do you believe that I'm a teacher? What I've taught in the past, and we were talking about weekly routines in junior, which is similar to upper elementary, and then the first bit of middle school in America. So in Ontario, where I am, junior is grade four, five, six, and so she and I were talking about weekly routines in those grades, and one that I've always done is weekly paragraph writing. I love it.

Speaker 1:

I typically will start the year with sentence corrections and getting the students to write good sentences. Then we would move into paragraph writing and share. We're talking about how to go about that and how to grade it, and we do work in second language schools, so we teach French immersion. This is not our students' first language. Typically, they don't have a parent who speaks it fluently at home, and so they really are getting all of their vocabulary, their grammar, their spelling everything from school, and it can be hard, but it's a good heart right, and especially in Canada, having that second language is really important. So, anyway, we're talking about that and about grading it, and I was showing her what I had used the last time that I had done this.

Speaker 1:

I just use a simple checklist because these students need really clear expectations and really clear guidelines, and so my checklist was what is it? Now? I'm forgetting. I had it in front of me, right? Okay, the first one was three to five sentences. They get one point for three sentences, two points for five or more sentences, which really motivates them to actually write a full paragraph. Second one is a point for capitalization of sentences and a point for punctuation. And then the third one is a point for whatever grammar focus that we were doing that week. I like that because in junior, in my opinion, these students should be capitalizing and punctuating sentences without even thinking about it, and they're not, which is why they get a point for each of these to just remind them like hey, you need to do it. And then the grammar focus is typically something that's new and I would rather like I don't want them to have their entire grade based on this brand new thing. But I am okay with about half of the mark, two points out of five, being based on something that is not new. So if you're a teacher and you're like, oh, that's a really great idea, jen say, but you teach like grade one or grade two or something and capitalization and punctuation of sentences would be their new learning, like you know, be gentle on them. In my opinion, kids in grade four, five and six should be capitalizing and punctuating sentences. Okay, end story, because that's not really the important thing I'm going to end my rant.

Speaker 1:

So we were talking about this and you know entrepreneurial, click, click, click, click, my brain going four bazillion different directions and thinking about things. I was like, oh, I could totally do a podcast episode about this and enter the Facebook ads checklist If we are. I don't want to say grading our Facebook ads, but just to keep us in line and keep us in check. So, like I said, the first thing is doing the thing right. So the task requires three to five sentences.

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The task for Facebook ads well, what's your goal? Is your goal? Sales Is your goal. New leads Is your goal. Traffic to your podcast.

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Identifying your goal and then saying are the ads actually doing that thing?

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Am I getting leads?

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Am I getting more podcast downloads?

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Am I getting more sales? Are the ads doing the thing I want them to do more sales? Are the ads doing the thing I want them to do? And then the second part of that is do we have the budget to make it happen more often? So only if you're saying yes to that first question, only if your goal is actually happening. So let's just use for the rest of this the example of a leads generation campaign. What is the goal? More leads. Is that thing happening? Yes, if yes, then we can go to the next thing and say do we have the budget to make it happen more and increase the budget. If the goal is not happening, then we move to the capitalization and punctuation section.

Speaker 1:

So for me, in this lead generation ad actually all ads I would say my capitalization quote unquote the statistic or the data that I would be looking at here is the click-through rate, that's the CTR link click-through rate. What percentage of people are clicking on the ad to go and do the thing that I want them to do? If that's not at least 1%, then we need to look at some things. Now I will do like a big caveat here, because I have a client. Right now we're running ads to a summit. Their CTR link click-through rate is less than 1%. I recommend it be at 1% and that we need to stop, pause, re-evaluate if it isn't at 1%. Hers are not, but her return on ad spend is currently over five times, or 500%, five times. For every dollar she's putting into a Facebook ads, she's making $5. So $4 in profit plus her money back. We don't have a problem with that. So, for whatever reason, she's not getting the click-through rates, but she is getting the result that we want. We want people buying the VIP upgrade and so we're allowing that to happen. It's okay that we're not getting the 1% click-through rate because we are getting the goal happening. Now, if we weren't getting that return on ad spend, if she wasn't making the sales, if she wasn't getting people registered to her event that's coming up, then we would go back and say, okay, hold up. The click-through rate isn't at 1%, how can we increase it? Punctuation I put landing page conversion rate so once they click on the ad, they go to the landing page.

Speaker 1:

You want to look at what percentage of people are actually signing up for the freebie. That I like to see at least 13%. That's such a weird percentage and not at all the right answer. I like to see it at least 30%. A little Taylor Swift came out of me with that 13. So the landing page conversion rate should be at least 30% for a freebie.

Speaker 1:

When someone's going to this lead generation ad, they go to a form to sign up. You want that at least 30%. If it isn't at 30%, then we look at the landing page and we say how can we make this better? Again, similar to the CTR. If you are hitting your goal and you are happy with your goal and you're like, okay, I'm getting a hundred new leads a day, I'm paying a dollar a lead, I love this, and for some reason, your landing page conversion rate is only at 10%, you could say I am okay with that and I'm happy with that. You could also say well, you know we're doing really well, but how can we do better and increase the landing page conversion rate? However, I digress. If that question to number one in this case is a yes, we're getting the thing that we want to happen. The only other question you need to ask is can we increase the budget If it's a no CTR landing page conversion rate. In my opinion, do you do them in that order Make sure that the CTR is doing well and then the landing page conversion.

Speaker 1:

There are different philosophies here. One of them is like each of these data points is a hole in a bucket and you want to fill the biggest hole first. So let's just say that the CTR is at 0.9% and you want it at 1% and the landing page conversion rate is at 2%. Well, that landing page conversion rate is way bigger of a hole than the CTR. You might want to fill that first. So there's two different philosophies. There's like fix the, fill that first. So there's two different philosophies. There's like fix the bigger problem first. Or the one that I go with is start at the top of the funnel and work your way through. Just like each problem you're going to work your way through. Now, this depends like do you have a problem with the CTR rate? Do you have a problem everywhere? Like is everything a problem, or is there just like one really big, glaring problem? That can change things a little bit too. But yeah, I personally like to start at the top of the funnel, where people are going to first find you and just like, work my way through and grow the funnel from the top down.

Speaker 1:

And then the last one is what can we optimize? So this is for either yes or no. I'm meeting my goal. Still, we can be asking what can we optimize? If you're not meeting your goal, you're still going to want to optimize.

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Some of the things that you can optimize are turning off variations of ads that aren't working. So if there's an image that really isn't working but there's other images that are, you can turn it off as long as you're not using dynamic creative. But if you are using dynamic creative, then the AI does that for you. So you can turn off audiences or ad variations that aren't working. You can optimize the different pieces, the images. You can test new ad copy, headlines, images to see if there's one that'll work better. And I highly highly recommend that you start every single campaign with a testing phase where you very quickly just test each piece to make sure that they are going to work for you. You can put new audiences in there and see if you can find one, testing things like advantage campaigns, advantage audiences, advantage plus whatever new feature they bring in tomorrow.

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Right, just going through and being like what can I optimize?

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How can I improve this?

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Is there a way you could shift the budget around a little bit to be getting the most of all of these different things?

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So I feel like this was a little bit of like a over here, over there, over there ramble-y type episode, but I still hope that you were able to take something from it, whether you have ads that are working or not working, and just what you're going to check and how you're going to make these ads even more successful.

Speaker 1:

I will be back in your ear next Saturday with brand new Saturday strategy session. Thank you so much for being here and, adios, thank you for listening to this episode of Market Scale Grow. Every week on Saturdays, we release a new Saturday strategy session, sometimes with amazing guests, and I'm so thankful that you've taken some time out of your busy schedule to make me part of your journey. If you love this podcast, don't forget to share it with your friends and then head to your favorite podcast app to subscribe, so that you won't miss next week's episode or any of the upcoming ones. And if you loved it, be sure to leave a review on Apple Podcasts so that other people can find this podcast and we can impact teachers and teacher business owners around the world. Thank you so much for listening and I'll be back in your ears next week with another Saturday strategy session.