Leads or Purchases? The Best Ad Strategy for Webinar Campaigns

Are you torn between picking leads or purchases when it comes to running Meta ad campaigns for webinars? This week, we dive into this dilemma and discuss practical tips for choosing the best objective for your webinar campaigns. Let’s break down the key points and explore the best Meta ad strategies for webinar campaigns.

Topics Covered In This Episode:
1. The best ad strategy for webinar campaigns, tackling the dilemma of choosing between leads or purchases.

2. I emphasize that the decision between leads and purchases is not a one-size-fits-all scenario but depends on various factors.

3. I discuss starting with a lead campaign as the initial goal is to generate leads, which also tends to be more cost-effective.

4. The duration between sign-up for the webinar and the pitch is a crucial factor in deciding whether to run a purchase campaign.

5. Prioritizing testing the webinar with warm traffic to ensure conversions before shifting focus to ad strategies.

6. Employing troubleshooting metrics to assess the effectiveness of the chosen ad campaign, then considering switching to a purchase campaign if necessary.

7. Exceptions arise for different campaigns, such as campaigns with a tripwire, where a purchase campaign may be more suitable.

8. Understanding the importance of asking questions, going deeper, and thinking strategically to elevate from being an ad manager to an ad strategist.

Find the full show notes at:  https://brandimowles.com/226

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Transcript

Episode 226: Leads or Purchases? The Best Ad Strategy for Webinar Campaigns

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Brandi: [00:00:00] Leads are purchases. What is the best ad strategy when it comes to webinar campaigns and why did this used to be so cut and dry? And now it's like the question that is plaguing us all. What do you pick? Leads or purchases? Well, today I'm going to give you some practical tips on breaking down what is the best objective for your client's campaigns or your own campaign.

Do you pick leads or purchases? Let's find out and jump into this week's episode.

Welcome back to another episode of the Serve Scale Soar podcast. My name is Brandi Mowles and if you are here that means you want to start, grow, or scale your ad management business and this is the place to make it happen. Or maybe you're just a [00:01:00] little ad curious, which is totally fine too. I hope. All are welcome here.

No matter if you're just thinking about it. Maybe you never want to run ads, but you're just curious on how to grow your freelance business. Like I said, all are welcome here and I'm beyond excited that you are listening. Today is an episode that is very, very much focused on ads. So if that's not your jam, we have over 200 other episodes for you to check out.

But before we jump into this episode, I am gonna read one of our Spotlight listeners. These are people who have headed over to Apple Podcasts. Went to our main Serve Scale Soar page, scrolled down to the bottom and took one to two minutes to leave us a quick Review, and I am beyond grateful because reviews are how the podcast gets out to other listeners.

And so what we want to start doing is whenever we read a review, we're going to start reading them. And if you hear your review, [00:02:00] you can email us at support@brandimowlestraining.Com. We'll link that up in the show notes. And email Janessa and say, Hey, I heard my review on the podcast and we have a special gift for you.

We have a gift card that you can go use in our soaring success shop to pick up anything you want with your gift card. So if you haven't yet and you love this podcast, head over to I'm a listener, I am a listener, they gave us five stars, a new favorite, what an informative fun plus entertaining podcasts.

I look forward to releases and never want to miss another episode drop highly recommend giving Brandi a listen. Thanks for listening. A plus plus. Thank you so much. I'm a listener and make sure you send us an email at support at brainymousetraining. com and we'll make sure Janessa gets you [00:03:00] your goodies.

And if you want to be one of our spotlight listeners, go in and leave a quick review. Okay, so now let's jump into this week's episode. And this week's episode is a question that has been coming up a lot in my communities, whether that's conversions for clients or strategist society or certified. Which are all ad managers or even with my clients who I work with one on one as consultants.

What is that question? And that trivial question that everyone wants to know is when I'm running a webinar campaign. So I'm looking to get leads followed by a webinar, a masterclass, whatever your client calls it. And then we're going to pitch them. We have something to sell them on the backend. What do I pick?

What is the campaign objective? Because if you've been through conversions for clients or certified, we usually go with the first goal, which in this case would [00:04:00] be leads, but ultimately they want people to purchase. So they want someone to buy their course. So do we do a purchase campaign or do we do a lead campaign?

Which one is the best? And whenever someone says which one is the best, my first answer, and I know they hate it, It is. It depends. It truly depends. So what would I do? Whenever I'm going into a webinar, there's a few things that I need to know. One, is it live or is it evergreen? Just meaning is it on demand so they can watch it instantly?

Maybe they register for it, but it's a prerecorded training. And if it's live, the question I'm going to ask is from the time that they sign up to the time that the pitch happens, is Is it more or less than seven days? If it's more than seven days, I'm not going to do a purchase campaign. If it's less than seven days, Maybe I'll do a purchase campaign.

On demand [00:05:00] trainings are a little bit different because they usually have a shorter window. It's like you register, you watch, and then you have a deadline to purchase usually within 7 days. So that one's a little bit more cut and dry. But whenever we talk about live, we have to know what that looks like.

So an example of this is a lot of times when we start campaigns for a live webinar, are. We go 10 days out, 10 to 14 days out before the training. So in that case, I'm not going to run a purchase campaign because the sales cycle is too long. But with our on demand training, I could try it. So does that mean that the sales cycle is the only thing that we're looking for when it comes to running what type of campaign to run?

No. We also have to look at factors like what is the client's budget? What is their lead cost? What is their conversion rate? Do they, are they already hitting their goals doing the campaign type that they have? How long have they been [00:06:00] running ads? Is it a brand new campaign? Is it proven to work? There's so many factors that go into what we should try.

So if you're like Brandi how do I dig into all of those? Join us in conversions for clients are certified and we'll show you how. But today on this episode, I really want to talk about the easiest way to know where to start. And the easiest way to know where to start is we start with a lead campaign.

We're going to go in with a lead campaign because that's our first goal is to get leads. And so that's where we're going to start. It's also going to be cheaper.

So I'm always going to try a lead campaign first because that is my first goal and I'm going to see how that works and are the people converting and here's the deal. If they've never ever ran this [00:07:00] webinar before. Honestly, they should be running it to their warm traffic first to get true numbers, because you could run the best traffic all day.

But if the webinar doesn't convert, it doesn't matter how much traffic you run to it. It's not going to work. So first off, the first question is, before we even get into this, have they ran it to their warm audience first, the people who already know and trust them? Once that's converting, then we can be like, okay, now let's look at the traffic.

So if we're running leads and we're running a lead campaign, we're getting good costs. Everything's looking good. And they're converting. Let's continue to do that. Let's just continue to do what's working and scale it until it's not working anymore. Then we can try to see how we can optimize this. Now, if That it is proven to work and you are running cold traffic and you have a leads campaign and they are not converting [00:08:00] Then it's time to troubleshoot and we can look at our troubleshooting metrics and inside of conversions for clients If you're listening to this, you have the meta strategy guide.

That is your gold standard head there See what metrics you should be looking at, but we're going to start looking at our troubleshooting metrics And then if all those look good, then we're going to be like, okay You Maybe this is an audience issue and if we have the budget to support it, let's switch our campaign to a purchase campaign.

And see what happens, because it truly can get you higher cost, or higher quality leads, but it's also going to cost more, usually. And so we have to have the budget to sustain it. And we also have to let our clients know that they may have less people registering, but hopefully the conversion numbers go up and the ads become profitable.

And so that's the other thing is we have to define what is working, what's not working. Just because a campaign is [00:09:00] not profitable month one doesn't mean it's not working, especially if you're working with clients with memberships. Typically their membership when running ads isn't going to be profitable month one, if they have a low dollar membership.

So there's a lot of factors that go into this, but when it comes to webinar registration, One, I'm going to know what is the cycle, the time cycle is from the time they sign up to the time they get pitched in the cart close. Is that more or less than seven days? Then the second thing I'm going to look at is, is a leads campaign already working?

Are we getting results? And then the third thing I'm going to go to is, okay, the leads campaign's not working. We've looked at all the troubleshooting metrics, so let's try switching our campaign to a purchase campaign. And making sure that we have the budget to support that. But there's one caveat, of course there is Brandy.

There's one caveat. There's a lot of people now [00:10:00] doing where there's a tripwire, which means that soon as the person opts in for the webinar, there's an opportunity for them to purchase something. Maybe it's an add on workbook, maybe it's a VIP experience, but that purchase is happening right then. If that is the case, I'm going to start with a purchase campaign as long as I have a budget to support it because that purchase is going to happen immediately.

And so that's the caveat. That's why whenever someone asks me a question, what is the best way? There's no best only way. There's multiple ways to attack this. And we have to ask a series of questions to find out what is the best way for this one circumstance. And when you get better at asking questions, going deeper and not feeling like you have to give an answer right away, that's when you'll truly step from being an ad manager And [00:11:00] that's where you'll start running mediocre campaigns, okay, campaigns to running campaigns that hit your client's goals each and every single time.

So that is how I look at webinar campaigns. I hope this was helpful to you on selecting your objective for the next webinar campaign you run. And if you're like, Brandi I'm already running ads for clients. I'm doing the dang thing. I want to go deeper into topics like this. Then send me a DM over at Instagram at @brandimowles and send me strategists.

And let's talk about if you're a right fit for our mentorship, one on one coaching and mastermind, the strategist society where we go deep into topics like this and work with you and your situation one on one. But also as a group. So if that's something you think you're interested in, head to Instagram, send me a DM strategist and let's just talk.

Let's just see if it's even something [00:12:00] that may be a right fit for you. 'cause we don't accept everyone is is an application process. So head over there now and let's chat and for everyone else. You got this. Let's do the dang thing. There's so many moving parts to ads and we're here to support you. So make sure you tune in next week and I will see you on the next episode of the Serve Scale Soar podcast.

Go out, serve your clients, scale your business and soar into the success you deserve.