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

BYS 15 | Mastering Registration Retargeting: The One Summit Ad You Can't Skip

• Jenzaia • Episode 15

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Ever wondered which marketing strategy gives you the biggest bang for your buck when promoting your virtual summit? Registration ads!

Registration retargeting ads are the most cost-effective advertising strategy for summit hosts with limited budgets, focusing on people who visited your registration page but didn't sign up.

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Speaker 1:

Before your virtual summit goes live, before the speakers start presenting, before your email list explodes or your sales start coming through, there is a lot of strategy that needs to happen. Hey, I'm Jenzea, a Facebook ad strategist and launch partner for summit hosts and digital educators, and this is before your summit. Every Saturday, I'm going to be giving you short tactical episodes that are going to help you to develop your summit marketing strategy to include organic marketing, paid marketing and affiliates in a well-balanced plan for your summit. I'm here to give you tons of actionable tips and strategies, specific for paid ads, because I am a Facebook ad strategist first, and I'll be showing you the inner workings of some of the most and least successful summits that I've been a part of, so that you know exactly what works. So if you're a coach, educator or creator looking to use summits to grow your business, this podcast is for you. Hit subscribe now and join me for these Saturday strategy sessions to make your next summit the best one yet.

Speaker 1:

Hello, hello, hello. Welcome to episode 15. I am super excited that you're here Today. We're going to be talking about retargeting ads and what your retargeting game plan for your summit should be. Okay, that's actually a lie. We're really just going to talk about if you have basically no budget and what you can do with that. So because, if you do nothing else, the ads you should be running are registration, retargeting ads. We're going to talk about what are retargeting ads, why they're important, who should be seeing them, what your budget is, some tips, ideas, strategies for your ad, creative, how you're going to go about creating it. Yeah, so let's dive in.

Speaker 1:

What exactly are retargeting ads? They are one of the most commonly used ads by companies because they use information from the website, like the meta pixel that can be installed the meta pixel that can be installed to identify website visitors with the goal of bringing those people back to the content, the website, the sales page. The primary goal of retargeting ads is to re-engage someone who has not yet done what we want them to do. Typically, we think of retargeting ads in terms of sales ads, but they can be used in other ways as well. Retargeting ads are not cold outreach. These are follow-up ads. Somebody and we're going to talk about this in a minute has done something. They've already raised their hand, said yes, I'm interested, maybe very, very interested, maybe more curious and just like looking into it, but they have done an action that shows some sort of interest. This is why, when you look up a company, like you're looking for dog food, and then all of a sudden you start seeing the ads for that dog food everywhere, because that company is using retargeting strategies You've gone to their website, you showed interest, whether or not you purchased, and now you're seeing their ads. Those are retargeting ads. So why are these ads important?

Speaker 1:

Number one most people don't actually convert the first time they're going to visit somewhere. They might get distracted. They might need time to think or consider their options. Talk to a partner. They just weren't ready, for whatever reason. Maybe they were more on that curious side, maybe they just heard about you or your product or your service, whatever it might be. So a lot of people will stumble upon something and then let it ruminate in their brain for a little while before they actually make the purchase.

Speaker 1:

Retargeting ads can be that second chance or sometimes like a third, fourth, fifth chance. Oh, there's a spider on my wall, eeks, he's cute, he's cute, okay, anyway, sorry. Retargeting ads recapture their attention if someone's just kind of curious about what you have to offer or they never heard of you before and they just kind of stumble upon you. They may never come back. So retargeting ads is that second chance to like hey, don't forget, and they also almost always have a lower cost per conversion compared to a cold outreach ad that you're sending out to an interest-based audience or look like audience that's never heard of you before You're. You are talking to a warmer audience. Whether they are kind of more of like a lukewarm or a steaming hot depends on the triggers that we have in place and what you're specifically looking at. But they're going to be warmer than someone who's never heard of you before, which makes them a more qualified audience. They're more likely to buy, which is a good thing. Audience they're more likely to buy, which is a good thing.

Speaker 1:

Now, who sees these ads? That's so so, so important with retargeting ads is that the person has already shown interest. They these are called like I call them, trigger events. They do something that triggers the ad. So, whether that is going to your website or the checkout page or the registration page, they have done something. In the context of a summit, and specifically these retargeting ads that we're talking about, the trigger action that they would be doing is landing on your registration page, but not signing up.

Speaker 1:

You do want to filter out the people who have signed up already, because they don't need to continue seeing ads reminding them to sign up for your summit if they've already signed up. You don't want to be sending out retargeting ads I put retargeting in quotation marks here retargeting ads to someone who hasn't been to your registration page and shown any interest in your summit. They've never heard of you, they've never heard of your summit. That wouldn't be retargeting ads. Those would be cold outreach ads and there's definitely a time and place. I use them with most of my clients when we're running ads for their summits. I use them with most of my clients when we're running ads for their summits.

Speaker 1:

But if you have a small budget or you're just dipping your toes into ads, you're going to want to start with those retargeting ads. The most obvious one is someone who's been to the registration page but hasn't signed up. But you could also, if you have any other summit pages that someone might have signed up to or yeah, signed up. So, like a waitlist or an early bird signup page, you could retarget those people as well. If they landed on that page, whether or not they joined the waitlist, you could still retarget them. If you sent out emails to people, anyone who opened the email or clicked a specific button in the email, you could retarget them. If you've done blog posts talking about your summit, you could retarget those people who have wanted to seen it see it. So, thinking about what action somebody could take that would show that they might be interested or they have some interest in your summit first and then retargeting those people and again, you always want to.

Speaker 1:

Well, in this case, I would highly recommend you exclude people who have already signed up. They do not need to keep seeing ads to sign up for something they're already signed up for. I've kind of talked about this a little bit, but what budget should you be using? It can be as low as $5 a day because they're retargeting ads and you're bringing people back to your registration page. In a bigger picture strategy that, if you're running cold outreach registration ads and some nurture ads and all access past sales ads, then I would recommend it being about five to 10% of your budget.

Speaker 1:

I almost always, with my clients, start at $5 a day and then increase the budget as we get closer to the event. I don't want people to get fatigued and I don't want them to like feel that they're seeing it too much when it's really really far away, and so we start with that lower budget and then increase it. The other reason we do that is as you get closer to the event, the audience of people that you can retarget is going to be bigger, and so there will be more people to retarget At the beginning of the event. Especially if you're only retargeting the registration page, you're going to have very few people. The longer the registration period goes on, the more people will have visited the page.

Speaker 1:

As your speakers promote and as your promotion continues, more and more people will go and see that registration page and so the audience will get bigger. The smaller the audience, the quicker it gets fatigued. The bigger the budget, the quicker it gets fatigued. So that's why we start with about $5 a day and then we increase it so that in the two to three days before the summit begins we have that high piece of urgency. Like the summit is starting in 24, 48 hours and more people are likely to register. We also have a bigger audience, and so we can increase that budget to about five to ten percent of your budget. In that bigger picture you're going to have about 80 to 90 percent of your budget going towards lead generation ads.

Speaker 1:

So these are those cold outreach ads going to new audiences people have never heard of you to get them to register for the summit and about five to ten percent of your budget would go to all access pass sales retargeting, which work really similar to the registration page retargeting. Anyone who visits the sales page or the checkout but doesn't buy would start seeing all access pass sales retargeting ads. You're not going to show those ads to people who haven't registered yet and you're not going to show those ads to people who haven't registered yet and you're not going to show those ads to people who have already purchased. So it's a very small amount of people, these ones. I sometimes even start as low as $1 a day and then we creep up and typically we don't get bigger than 5% because it is a much smaller audience of people and you don't want to make your summit participants angry and annoyed that they just keep seeing those all access pass sales ads. So keeping the budget lower on all access sales all access pass sales retargeting ads is definitely the strategy that I typically go with. But yeah, if you have a smaller budget like only $5 a day, or you're brand new and you just want to dip your toes into ads, then I would start with retargeting those the registration page only and start there.

Speaker 1:

The last thing I want to talk about is your ad creative. What we've found is that simple ads images with your logo of the summit dates really work well. It's surprising how simple some of the images are that we use, and we also love, love, love using images or videos that show and highlight the speakers. So what's really popular right now is an image that has all of the speakers headshots together. Sometimes they look like they've been combined into what looks like a group shot, but it's obviously just a whole bunch of individual pictures, and then sometimes you're seeing just like little circles or squares with each of their individual images. But either way, those are really popular and they do super, super well.

Speaker 1:

We also like creating videos that use like five to ten seconds of different presenters videos so that we can showcase and highlight the videos and get just give people a bit of a sneak peek at who the people are. You can't hear them talking, so you're not giving away any of the presentation. We just overlay with music and then we make sure that we have two or three clips of the host at the end, maybe one at at the beginning, depending on what you're doing, just so that again they can see who is being featured, who the host is. That might be something. If you had like a sponsor package, the sponsor might want to get in on that video as well. Those do really well. We also really love social proof. So testimonials or like comments, feedback that you received at a previous summit, those are really great to use.

Speaker 1:

And then urgency not fake urgency, real, legitimate urgency. So making sure that the date is clearly displayed. And often we'll run like final 24 hours, 48 hour ads where we change the hook. So it's just like last chance If you have bonuses or like an early bird pricing that's expiring. Some people will do that where you know if you buy your ticket more than a month before the summit or more than two weeks before the summit, whatever it is, there's like an early bird price and then you go into the full price.

Speaker 1:

Having those urgency pieces can be a really great way to help bump the effectivity, effectiveness of the ads, because people just like really want to get in while they can and they don't want to miss out. So, yeah, those are my strategies and why it's so important that if you're only able to run the one ad, if you only have like that $5 a day, then the registration retargeting ads are going to be the most cost-effective way. You're driving the traffic to the warmest leads, the ones that are the most interested in the summit, and it's the best way to increase those registrations quickly. Often they'll actually use those first to also test the ads, bring in a little bit of all access, sales, pass revenue and then turn on cold outreach, so you can use these retargeting ads to kind of fund some of your other ads that you're going to turn on later, and it can just be a really great way to get the ball rolling and to make your summit an even more hyped up event.

Speaker 1:

So I hope that this was helpful and 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 hey, at Shenzaya. I would love to connect with you there, so send me a DM and let's do this thing. Thank you.