The Art of Online Business

Your Facebook & Instagram Ads Aren’t the Problem—Your Offer and Funnel Might Be With Becky Kopitzke

• Kwadwo [QUĀY.jo] Sampany-Kessie

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Becky is the founder of The Inspired Business, an organization dedicated to coaching Christian writers, speakers, podcasters, and other content creators to generate sustainable incomes from their passion work, particularly through digital product sales funnels. 

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If your Facebook or Instagram ads aren’t performing the way you hoped, Becky Kopitzke says the problem might not be the ads—it could be your offer or your funnel. 

We talk about what really makes a low-ticket funnel profitable, how to use audience research to create offers people actually want, and what to tweak when your ROAS is hovering just below breakeven. 

Becky also shares why she doesn’t rely on upsells to stay profitable and what data points she watches to make smart changes.

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Watch the previous episode on YouTube, "How Becky Kopitzke Built a Six Figure Business Serving Christian Creators"


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Speaker 1:

Might you be running ads Facebook and Instagram ads to your low-ticket offer and you feel like they're just not working, as in you're not making the money you hoped or you're not making money at all. Well, you're in for a treat. Becky Kapitsky is back, and by back, I mean. We just had a great previous episode with her and now you get to hear from her again. We're going to talk about why it's probably not your Facebook and Instagram ads problem, but your offer and funnel just might need to be tweaked a little bit.

Speaker 1:

And before we get into this, well, becky Kapitsky is the author of four nonfiction books in the Christian living genre and a three-time guest on a huge Christian broadcast called Focus on the Family. She's the founder of Inspired Business, which is an organization dedicated to coaching Christian writers, speakers, podcasters and other content creators to generate sustainable incomes from their passion work, particularly through digital product sales funnels, and I love that. Becky loves to run Facebook and Instagram ads to her low ticket offer, and that makes up what did you say, becky? Like 30% of your business revenue.

Speaker 2:

Yeah, 30 to 50, depending on the season. Yeah, depending on what I'm running what I'm running ads. To what I'm running ads.

Speaker 1:

This has been something I've wanted to do more and more, jamie, which is have guests on the show who are actually running facebook and instagram ads profitably and continually, or most of the time, to like their low ticket offers. And so, right, we just might, we just might have you back. I, I personally, I want to have you back. I just didn't ask you off camera and I didn't give you a chance to say yes, so you can think about that, becky, and share with the listeners about that song welcome back, becky, welcome back.

Speaker 1:

Thanks for having me welcome, so let's jump right in. It sounds like we're on the same page because, like when I guest on other podcasts, I do I always say I almost I do say pretty much save Facebook and Instagram ads, do not. What's your take on this and how does it tie into what you specialize in as far as tweaking and analyzing funnels and developing low ticket offers and signature offers? Let's go.

Speaker 2:

Well, I believe in ads. I've seen ads work. I've seen ads work really well for myself. I've seen ads work really well for my colleagues. So I've seen and I believe and I know that you can generate a full-time income from a low-ticket product running Facebook and Instagram ads.

Speaker 3:

It is absolutely. It does yes.

Speaker 2:

And I'm not saying you have to have a $10,000 upsell on the back end in order to make it profitable. If that's what you're needing, then something is wrong. So you absolutely can be running profitable ads. My goal is always to be profitable from the low ticket offer itself. So, yes, I'll have a bump offer. So I'll have, for example, let's say it's a $37 product. Maybe I'll have an $11 bump offer. Will it upsell into something? Yes, but I want that product alone, that $37 plus $11. I aim for 50% of my people to take by bump. If I can get that average order value, then I will be able to be profitable on the ads, if the ads are run well.

Speaker 2:

But sometimes we're not profitable, not because of the ads, necessarily, but because of the offer itself. So a lot of people are quick to blame an ad, which I understand because the yes, you know you would probably admit to sometimes the ads environment can be volatile. You're not always promised a profit on any given day we like to look at. You know, over the process of a month, was I profitable over this period of time? Right? So you will absolutely drive yourself nuts if you are measuring your success or your failure based on any one given day running, but overall, can you be profitable? That's the goal.

Speaker 2:

However, we're really quick to blame the ads when things don't go well, so we've got to take a look back at the offer itself. And by offer I don't just mean how you're talking about your offer on your sales page Absolutely part of it. How you're talking about your offer on your sales page or your landing page, how you talk about it on the checkout, how you talk about it in your follow-up emails Absolutely important. But even before that, are you selling something that your audience actually wants? And that's where a lot of people get it wrong, because they speed ahead, thinking I am going to create this, I want to create this, I want to sell this, and they have not stopped to ask anybody if this is what they want to buy.

Speaker 2:

Is this what they need, and that's the crux of the problem for a lot of people, and there so how do you solve that first problem? Yeah, well, that's a great question. It's really the core. The first step of much of the coaching that I do has to do with what I call pinpointing your product.

Speaker 2:

I actually have a standalone workshop called Pinpoint your Products, but I also make it always the first module in any of my bigger coaching programs that I do. It's got to start with understanding what you're selling. So we do that by asking the audience. If you already have an audience I have people do market research with that audience and I'm not just saying a survey. Surveys can help, but we want to get actual verbiage from our audience, telling us what they want, what they struggle with, what their dream state is, so that we can figure out what do they need, what are they struggling with, what do they think they don't have that they want to have, or what do they think they should have that they're not getting, and what are the obstacles to that. You need to take a look at everything surrounding your audience's desires and their hangups and then make sure that the offer you're creating actually solves those problems, so that essentially, what you're doing is giving them a product that they're already asking for.

Speaker 2:

So you could say I'm going to create this widget that helps you mow your lawn better, and you could go selling it to a bunch of people who live in Arizona without lawns.

Speaker 3:

That's not going to help anybody.

Speaker 2:

Nobody's going to buy that, right? It's like trying to sell dog food to a bunch of cat lovers right? Nobody's going to buy it. Did you talk to your audience to find out what their needs actually are? And for some people I also believe this. You don't need a built-in audience in order to be successful in digital products. You can start with a product and grow your audience as you're growing your sales, particularly if you're using it. So that's one thing that I love to encourage people to do is you don't need to have this, you know audience of a thousand, 10,000, a hundred thousand people in order to sell something. So you can build that audience as you go.

Speaker 2:

But that but it's even harder than to figure out what do people need, and that's often where somebody will come in and say I'm, I'm going to create this how to guide, because I think everybody needs to know how to run the how to run a marathon. Okay, great, let's just say that's the product you're going to sell. But you've got to understand who it is that you're trying to attract, and have a conversation with actual marathon runners or people who aspire to be exercisers. You know, whatever it is, have a conversation with the people who actually fit your ideal customer and not only determine what are their actual needs, but how are they talking about those needs? And then you will use their actual words in your marketing language on your sales page, on your checkout, so that people are reading what you're telling them or hearing you talk about your offer and they're hearing themselves in what you're saying.

Speaker 2:

And that's another problem we get is not just that we created something people don't actually need, but we don't talk about it in terms that they can use or that they understand. So if you're selling a widget that helps to mow the lawn, but you keep calling your lawn your garden, as though we're in England or something right, people aren't going to get it. What does she mean? Her garden. I just need somebody to mow my lawn. Well, you're using the wrong verbiage because your customers are calling it their lawn, not their garden. So there's so much that has to do with first making sure the offer you're selling is actually something people want. It actually solves the problem they say they have, not the problem that you assume they have. And then you need to use language in your marketing that speaks directly to them, using the words that they used when they were talking about it with you.

Speaker 2:

So that's how those are really the essential two big pieces of making sure that you've got an offer that is solid, that people actually want. Before you go put all sorts of money into finding buyers, you've got to know who the buyer is. Who are you actually finding? Before you go out there to sell Right.

Speaker 1:

Now the listener who already has an offer that has been selling. And I'm going here because you said something that I haven't heard, which is, and, honestly, you said something that not just I haven't heard before, but I usually don't give out this advice, so I am very, very intrigued.

Speaker 1:

What I heard you say correct me if I misunderstood was that you want your low-ticket offer funnel to be profitable off of that core offer without an upsell or an order bump right, oh, yes, and so that is very difficult to do and I usually advise folks do not run ads to a low-ticket offer that does not have an order bump or upsell, because it's usually the order bump and upsell that make the profit.

Speaker 1:

So here's my question, here's my question To the listener who has, let's say, a mid-tier offer, I don't know $597 up to $997. That's selling well and they have been running ads to a low ticket offer but their performance, their ROAS, return on ad spend, has been hit or missed. And maybe when they look back over the past three months they've seen that actually ROAS has been like barely negative, like 0.98 ROAS. And I may or may not be selfishly describing a situation with a client now, but what do they do? Because it's not like their offer isn't selling. They may have pulled out all the ads management tricks, so what do they do to change the offer? What would you say?

Speaker 2:

What do they do to change the offer? Go back and look at how you're, so say that again how to? What do they do if they they have an offer that sells but it's not profitable in ads?

Speaker 1:

yeah, because I know you talk about tweaking funnels and making the offer better.

Speaker 2:

So yeah, well, that's where I would ask you what you would do as an answer manager. But they it probably comes back to the messaging, the messaging that you're using on your sales page, the messaging messaging that you're using in the ad, because it's hard but it's not impossible. I aim for at least a 1.5 return on ad spend for low ticket products. Most of mine have a bump, but still collectively it's under $50. Right, mind to have a bump, but still collectively it's under $50, right. So I don't want to depend on that higher order bump or higher upsell in order to call that ad profitable. That has always been my goal.

Speaker 2:

When I first put out my first $19 product now, this was before ads got a little wonky this was four or five years ago. Six years ago maybe it was a $19 product and I earned $3,000 in profit the first month running ads to just a $19 product. It had no bump offer. I have colleagues who are regularly selling collections of their e-books for $39 and, on a good day, $1,000 profit from an ad that is not upselling to anything or not dependent on an upsell in order to see that profit.

Speaker 2:

I have a colleague a couple of years ago I haven't checked in with her recently $12 offer. She was making $1,000 a day profit running ads to a $12 offer.

Speaker 3:

Wow.

Speaker 2:

Nice, again, not a high upsell. One of my friends has. I think she said it was her formula to make a million dollar business. I think she said it was her formula to make a million-dollar business. I think she said either three or four $37 offers that you run profitably at a 1.5 ROAS and you have, you know, depending on your ad spend, you can have a million-dollar business. So there are people out there doing it and they have just they've figured out how to tweak the messaging and find the right people so that the, the algorithm, is finding their people. But it does take a lot of testing. It takes a lot of testing. This is why I tell my audience that ads aren't for the faint of heart, because you're not going to immediately out the gate necessarily be profitable.

Speaker 2:

You'll have to test, but test small test with low budgets, so that if you fail you fail fast and you don't fail horrifically right, so you can fail at $50 on a day, but you don't want to fail at trying. You know $500 that day, right.

Speaker 2:

So, it has. It all still comes back to making sure you've got something people want and that you know how to talk to them about what it is you're offering them, and ads are speaking clearly to them and I've been able to do this on my own. But you know, you and I have talked about this not a lot of ads. People like to run ads to low ticket products because it is harder. It is harder, but it can be done yeah, can be done.

Speaker 1:

Yeah, so is it the offer or the funnel, like which comes, which came first?

Speaker 3:

The chicken or the egg. The offer, the offer always comes first.

Speaker 2:

You can, if you have an excellent funnel, if you've got the most brilliant sales page, but it's leading people to something they don't want, nobody's going to buy. You've wasted all of your time, so it's the offer, and then it's the funnel, and then it's the ad. It's always the offer first. If you're running a beautiful funnel, you have just put frosting on top of a cake that is made with salt and not sugar. So your sales page, your checkout, the way you talk about your offer, all of your marketing efforts and marketing cannot fix a bad product. So your product, your offer, has to be key, and by offer I mean the thing you're actually selling. So it's the offer, and then it's the funnel, and then it's the ads, or the thing, the strategy that you're using to talk about your funnel, to get people, to drive traffic to the funnel.

Speaker 1:

Okay, okay, okay.

Speaker 2:

And you are a hundred percent welcome to disagree with me on the low ticket ads. A lot of ads managers don't recommend it because it is hard, but it's not impossible and my expectation for myself is that I'm going to run ads to a low ticket product. Generate at least a 1.5 ROAS.

Speaker 1:

Well, yeah, here's the thing when folks hear about the holy grail of ads and which is, I believe, running ads to a low ticket product and getting you know 1.5, 1.75, whatever it is, roas, let's just say making profit off of their ads and then dialing up that ad spin to the moon and go sit on a beach.

Speaker 1:

I'm like well, hold on. That's a lot of work usually to to get a low-ticket offer funnel profitable. Why don't you also consider running ads to a lead magnet that fuels your converting funnel with a bunch of leads and then, however, you're selling people on your list, be it a webinar or whatever your conversion mechanism is or conversion event is. You can grow your list that way and serve more people that way too. That being said, thank you.

Speaker 2:

Not my favorite way to do it, but you certainly could. I don't want to pay for junk leads, so I don't want to spend money to get people who are only freebie seekers. There's a way to avoid that by making sure your freebie is really well positioned to lead people into your offer. So I always tell people do never have a lead magnet just for the sake of having a lead magnet, just to get email subscribers.

Speaker 2:

Your freebie has to be positioned to give people a taste of what it is that your ultimate solution provides, and it has to be attracting exactly the people that you're looking to attract with your offer. But even then you're still going to get way more people on your list only for the freebie than for buying, and you're paying for that email list. So be really careful about running ads and paying for leads when you can use partner marketing and all sorts of other strategies to get people interested in your freebie. I prefer to go direct to sale because, first of all, I want to be profitable on that low ticket in itself and secondly, then everybody on my list is a vetted buyer.

Speaker 3:

None, somebody who's just interested in leads. That's the beauty of a low ticket offer funnel Right.

Speaker 1:

Yeah, that's it.

Speaker 3:

I feel like this could be a good place just to mention quick the ad testing cheat code.

Speaker 1:

Yes, yes, do you want to mention it?

Speaker 3:

Well, as we're talking about quality leads and testing, we do have a mini course called the Ad Testing Cheat Code, where we walk you through exactly what we do as Facebook and Instagram ads managers in order to test to make sure that you are getting those quality leads and not just junk people that are freebie seekers. Right? So the exact same steps.

Speaker 1:

I use to bring down lead costs for ads. You can learn the framework and not just learn it, but you actually I recorded over time myself doing this inside of client accounts, because we all know that Facebook and Instagram ads it's never just straightforward, there's always some curveballs. You know that metal will throw you.

Speaker 1:

And so, if you, want to see, like real life, what it looks like to implement this framework too, then that's in the course. Below it's normally $37., but for you, dear listener, it's $17, which, honestly, we all deserve to have profitable ads going to a low ticket offer funnel or building our lead, our email list, with the right kind of leads. Becky, I got one last question for you.

Speaker 3:

Yes, sir, yeah.

Speaker 1:

That question is what would you advise somebody change about their sales funnel like specifically about methods or messaging in their sales funnel to make it even more profitable?

Speaker 2:

Oh well, know your numbers. If you know your numbers, you can identify exactly where your funnel is breaking down and fix it. So I would say change or improve your tracking so that you can tell is the breakdown happening where people are. So let's say we're running a funnel to an ad or an ad to a funnel. So if you have a really fantastic landing page and then your ad is getting people onto your landing page but you're getting nobody into the checkout, the ad isn't the problem, the ad's getting the traffic over there. If they're not going to checkout, there's something wrong with the page itself, with the messaging and the page. If you are getting people from the ad to the landing page, over to the checkout, but the checkout is where the breakdown is happening, there's something wrong with the checkout. So your data will tell you what needs to be improved.

Speaker 2:

Otherwise you're just throwing spaghetti at the wall. Well, let me try changing this header or let me try, you know, maybe changing the price. Oh, please, don't go straight to your price as the problem. The price is rarely the problem. The price is typically going to be something else in your messaging. Any price can work if you convince people that it's worth what you're charging.

Speaker 2:

So, go to your data and the data will tell you where the breakdown is happening and then fix just that spot. You don't have to change everything about your funnel or your product or your offer if your data is telling you that there's one cog in the wheel that needs some attention okay that's good, love it.

Speaker 1:

Go to the data give us one data point. I know the listener is like but, but, but what percentage of people clicking on the ad and getting to the landing page is good in your experience?

Speaker 2:

oh well, from an ad of between a one and three percent click through, click through rate. So where you've got one to one to three percent of the people who are seeing your ad on Facebook or Instagram, if they're clicking over to your landing page, that's great. Then you've got. You know you're targeting the right people. Once they're there, it depends it's it's so much depends on what your baseline is in terms of you know and what you're charging, what's required to be profitable. So there's no one particular metric that I would give you across all industries. But let's say, for example and people would disagree with me on this If you can get one to three percent from your ad over to your landing page, if you can get 50 percent of the people from your landing page to check into your checkout, I think that's great.

Speaker 2:

I have colleagues who would tell me I want 80% of people going from my landing page to my checkout. I would have others tell me only 10% of the people on my landing page need to go to my checkout. So sometimes that just depends on what your own experience is and what is taken to be profitable. If you have only a 10% conversion rate from your landing page to your checkout and you're making a boatload of money, then something's going right. So you know, maybe that's all you need, is that 10 conversion. Are there ways that you could improve it? Yes, but you also maybe don't want to fix what's not broken. So it depends on the offer, depends on the cost, right?

Speaker 1:

so think about that too well, I think the listener will, and we will too, hold on a second. Do you want to come back for a third episode?

Speaker 2:

I would love it.

Speaker 1:

I thought I'd love it all right, then, listener, you heard it. Third episode, where we're gonna go behind the scenes of becky's funnel and then all those sorts of questions like this stat and that stat and what kind of ads and what kind of emails oh, actually sorry, not what kind of emails, because this is a profitable low ticket offer funnel. So how much ad spend, how long did it take? You know how often does she tweak things like all these kind of questions because we're gonna dive into those on the next episode with Becky Becky.

Speaker 1:

Where can somebody get in touch with you in the meantime?

Speaker 2:

Oh, please find me at theinspiredbusinessco. It's a co, not a com, and if you go to theinspiredbusinessco slash register, you will find my free workshop that you can sign up for and watch all about how to create and sell digital products. And that's going to get you into my funnel. I love to get you into my funnel. I love welcoming new friends into my funnel.

Speaker 1:

It's always good to be in a good funnel too Like you can learn so much. Becky, thank you for being here and sharing so much goodness with us on the podcast.

Speaker 3:

Yes, thank you for having me.

Speaker 2:

This has been great fun, so thanks for the conversation Wonderful.

Speaker 3:

Until you see us or hear us next time, be blessed, and we'll talk to you soon. Bye.

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