Before Your Summit: Paid Ads & Marketing Strategy to Maximize Your Virtual Summit

BYS 11 | When An Ad Fail: How Small Changes Made a Massive Difference

• Jenzaia

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Ever watched your Facebook ad budget disappear with nothing to show for it? 

You're not alone. 

In this eye-opening episode, I walk you through a recent rescue mission where we transformed a completely failing lead generation campaign into a conversion powerhouse using targeted, strategic changes.

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Speaker 1:

this is before your summit, episode number 11. Hey, my name is Jen Zaya and I am a Facebook ad strategist and summit lover. Today we're going to be talking about a real life example of when a an ad wasn't working and what we did to fix it. So let's dive in. Before we go through this specific ad, go back to episode eight, if you haven't listened to it already, where I talk about the five most important metrics to consider when you're looking at a Facebook ad, because that's really important and one of the ways that you can troubleshoot an ad that's not working is by having a metric tied to each and every step. And I go through all of those different metrics and which ones are most important. Right now.

Speaker 1:

I'm just going to say that for this ad that we're talking about, it was a lead generation ad with a tripwire which is very, very similar to a summit registration ad. It wasn't going to a summit, but it did have that free thing at the beginning, like your free summit ticket, and then it had something for sale, similar to an all-access pass. So the ad, the metric that we tie to, that is the CTR link click rate. We want that at at least 1%, if not higher. The landing page we want the conversion rate at 30% or higher. And then the all access sales pass. For this example, like I said, it was a tripwire, not an all access sales pass. Previously her page, her tripwires have converted at about 4%. So we were looking at a conversion rate about 4% or 5%. That is going to depend very much on your price point, your audience, your history, like all kinds of different things. Obviously, the higher it is, the better. I never want to see a tripwire below 2%. And then we also were looking at the nurture emails. We wanted her first email to have an 85% open rate and then the remaining ones to have 50% open rates. Those were the metrics that we were looking at, that we wanted to see, and this, this ad, was hitting none of them, absolutely none of them. So that is really really frustrating. When an ad we didn't have the CTR, we didn't have the conversion rate, we didn't have the purchases and even the emails, so the people that were opting in weren't opening the emails, and so we were ripping our hair out trying to figure out what we were going to do.

Speaker 1:

Now I have two strategies when an ad is just a colossal disaster like this One of them. So it really depends, I would say, like, how much time you have Now, because this wasn't a summit registration period, it was an ongoing lead generation ad. We didn't have a short timeline, so we were able to do the one that I personally prefer, which is one thing at a time to see where we could fix the problems. If you're in a shorter time crunch, like a summit launch, you may have to try to just revamp everything all at once without having the time to like figure out what's going on, because if you change one thing and things get better, then you know exactly what you can attribute it to. But if you change multiple things, then you have no idea what actually worked and what didn't work, and so it is better, when you have the time, to just change one thing and see if things improve or not. So, with that in mind, you have the option of fixing the biggest problem first or starting from the top.

Speaker 1:

So when I say start the biggest problem, if there's multiple different problems happening, like in our case, you can kind of look and say, okay, well, the click-through rate is in this case it was 0.82. And the landing page conversion rate is 3%. The bigger issue is the landing page isn't converting. Then the click-through rate. You can make that determination. Or, and you can say, I'm going to fix the landing page, I'm going to work on the landing page first so that we can get it converting at least 30 percent before I worry about the ads. Or you can say I'm going to start at the top, I'm going to work on the click-through rate, I'm going to work through the first step of the customer journey. I'm going to get the link click-through rate as high as I possibly can and then we're going to work on the landing page and get that as high as possible, and then we're going to work on the tripwire and get that as high as possible. So in this case we fixed the biggest problem first.

Speaker 1:

And so with the landing page, because the conversion rate was so low, the first thing we did was make sure that the button was visible. We kind of realized that it was blending in, it wasn't really clear. So we did a really, really small swap with the colors and the placement of the button so that we could try again. And that actually did help and it got the conversion rate up to like 24. So not as as high as we wanted, but still good. The next thing that we realized is that on the landing page, the word free like that, this was a free download was nowhere to be found, and so we added that in in a big like bold way, and that actually brought the conversion rate up to 43%, which was huge. So those two switches making the button more visible, more obvious and more clear and just adding the word free really clearly, really boldly worked really well with her audience.

Speaker 1:

Some of the other things that I have noticed over my time is reducing the amount of text on the landing page. Often, if there's big, chunky paragraphs, people aren't reading them and then they just move on. You want a minimal amount of text bullet points, keywords highlighted, because people are just skimming and scanning. You want to also make sure that there's a picture of what they're getting, whether it's a mock-up or just the cover, but that there is something visually appealing about it For a regular, just straight lead generation ad campaign. I personally like really short landing pages that there's no scroll even so, that people don't have anywhere to go. There's no menu at the top and they can't get anywhere. So I have definitely found that if there's a menu at the top and they can't get anywhere. So I have definitely found that if there's a menu and people can click around to your website and read your blog and go find this and go there, they're going to get distracted and they're not going to opt in.

Speaker 1:

You really want the only thing that they can do to be opting in. Yes, you're probably also going to have your privacy policy and your terms and conditions at the bottom. It's not going to be super noticeable and nobody wants to read policies and terms and conditions and all that anyway. So like, that's fine, but no menu, no links to your blogs or anything, no sidebar. You don't want any of that. You probably don't want to pop up. So if your landing page isn't converting, well, get rid of that pop up so that again people are focused on the landing page. You also want it to be clean and simple. Name, email address that's it. Maybe a phone number, but that should be optional. Maybe an Instagram handle again should be optional. The only two things that you should require on the landing page, unless you have some reason why you need additional information, but for a free opt-in name and email address, and that's it. So once we got that landing page converting at 43%, which was again fantastic.

Speaker 1:

We moved on to a problem number two and everything else kind of was like within the same range of severeness of the problem. So we went to work on the ad and we wanted the ad converting or the click-through rate of the ad to be at least one percent. Now we did have to go back for this to look at, to see the difference between the link click-through rate and the all click-through rate, and the reason why this is important is because it can tell you where the problem is. In the clicking you're going to have a higher percentage for your all click-through because that includes every single click on the image. The read more, the button links everything, whereas the link click-through is only the link, and so in this case the all click-through rate was also really low, which tells us that it's a problem potentially with the image, potentially with the headline.

Speaker 1:

And so we started with the image because, from past experience, her headline which is the bolded text below the image on a facebook ad her headline had previously worked. The image was something new that we were trying, and so we were trying, and so we were like, okay, this clearly isn't working, let's try something different and the big change that we made. Her brand colors have a lot of blues and Facebook also has a lot of blues, and so there is historically many cases of ads with a lot of blue colors in them being washed out by the blue of Facebook and so trying to get other colors. So we pulled in yellow and white, so we went from having a colored background to like a white background with lots of yellow pops of color instead of the blue pops, and that really really helped. It increased the click-through rate for all and then, because people were actually clicking on the image and the read more, there were more link click-through rates, and so in this case, that was all we had to change, and I often find that changing the image can be very, very powerful.

Speaker 1:

The three things that you're going to change if your link click-through rate is low headline or image if the click-through rate all is also low, and then if the click-through rate all is up high, close to like 5%, then you can focus more on the hook, and so that's the very first line of text in the ad copy. I also really like to include the link in the ad copy so people don't need to go searching for the button. I know, I know it sounds really silly searching for the button. That's right there, but if the link is in the ad copy as they're reading, they can just click. It's very natural, and so that is something else that I like to include in the ad copy. Both of these things increasing the landing page conversion rate and increasing the ad click-through link rate actually also helped our all access pass not it says all access pass here, but it it wasn't. Again, the tripwire conversion rate. So when we got more people going through, the conversion rate of the tripwire increased to about 4%, which is what she's seen before, and that was really great to see. That meant we didn't actually need to make any changes to the tripwire.

Speaker 1:

And then for the emails, we made some really quick swaps to the subject line. There were emojis, like lots of emojis in the subject, and so we got rid of some of the emojis and just tested out different headlines. I typically find that that's the biggest issue If the emails aren't being opened, that it is an issue with the headlines, because that's what tells someone like oh, I need to open Another issue that if your open rate isn't as high as you want it to be in these situations could be that they don't recognize the name, so you want it to make sure that it's coming from either your name or the name of your business, something that they will recognize after only having interacted with you very, very shortly. So those are two things that we want to make sure with those emails. Some little tiny tweaks that we made made a huge difference, and so, when something isn't working, I really just want to remind you that it is important to look at the numbers in the data and not just panic, not just turn things off, that you can really look and the numbers in the data are going to tell you where the problems are, what the biggest problems are, and if you use that information, then you can absolutely tweak, refine and improve a campaign very, very quickly.

Speaker 1:

So if you're struggling with this again, pick one thing, if you can. If you're in a short timeline the summit or a launch of some sort you may not be able to, you may have to kind of like, revamp everything immediately, but if you have that longer timeframe, pick one thing everything immediately, but if you have that longer time frame, pick one thing either the biggest problem or the top of the funnel and work your way down so that you can improve everything and get the funnel working better and more effectively. So thank you so much for being here. If you are looking for tips and strategies to make your next summit the best one yet, come hang out with me on Instagram. I'm at heyitsjenzea. I would love to connect with you there, so send me a DM and let's do this thing. Thank you.