The best facebook ads to run for low ticket digital products

Summary

The speaker passionately argues against the common Facebook ad strategy of prioritizing clicks over conversions. They share personal experiences and data from their ad campaigns, revealing that 'clickbait' ads, while cheap, often yield low-quality traffic and poor sales conversions. Instead, they advocate for ads that target high-intent clicks, even if more expensive, as these lead to better results. The speaker also discusses the importance of tailoring ads to the market's sophistication and the sales process, using real-life examples to illustrate the point that not all cheap clicks are valuable.

Takeaways

• 🚫 **Avoid the common mistake**: Don't just aim for clicks; focus on conversions.
• 📈 **Data-driven approach**: Use real-life data to test and optimize ad campaigns.
• 🔍 **Analyze ad performance**: Not all ads that get clicks are profitable; some may lose money.
• 💡 **Inspiration for ads**: Create ads inspired by genuine interest rather than just for profit.
• 🌐 **Global targeting**: Sometimes, widening your audience can increase sales and conversions.
• 📉 **Monitor conversions**: Low conversion rates might indicate a problem with the sales page or the ad's message.
• 📈 **Test different ad types**: Experiment with various ad formats to see what resonates best with your audience.
• 💸 **Value over volume**: It's better to get fewer, higher-intent clicks than many low-quality ones.
• 📱 **Adapt to consumer behavior**: Adjust your ads to match how people consume content on social media platforms.
• 📊 **Track and adjust**: Regularly review ad performance and make necessary changes to improve profitability.

Q & A

What is the main issue the speaker identifies with most people's approach to Facebook ads?

The main issue is that people mistakenly believe the sole purpose of an ad is to get clicks, which often leads to poor-quality traffic and low conversion rates.

What is the speaker's confession at the beginning of the video?

The speaker confesses to being addicted to creating funnels and running ads, which is something they enjoy doing in their spare time.

How much is the speaker spending per day on their 'teeny tiny' ad account?

The speaker is spending about 85 pounds a day, which is approximately $100.

Why did the speaker turn off all but one of the ad sets they were testing?

The speaker turned off all but one ad set because only one was working and profitable, while the rest were not performing well or were losing money.

What was the issue with the second to bottom ad set according to the speaker?

The issue was that although it showed a high return on ad spend (ROAS), the speaker knew it was incorrect due to a problem with the tracking pixel or some other issue, and it was actually losing money.

What is the speaker's stance on the common marketing advice that 'the only purpose of the ad is to get the click'?

The speaker believes this mindset is a terrible idea and almost guaranteed to lose money because it focuses on cheap clicks rather than clicks with high purchase intent.

How does the speaker describe the difference between person A and person B in terms of ad clicks?

Person A might click an ad with a high intent to buy, whereas person B might click another ad out of curiosity with no intent to buy, even though both are counted as individual clicks.

What was the approach the speaker took with ad number five that differed from the previous ads?

Ad number five was more direct, using a product image and clear copy that mentioned the product was for sale and included the price, aiming for higher intent clicks even if more expensive.

Why did the speaker change the targeting from top four countries to worldwide for the funnel?

The speaker changed the targeting to worldwide because the initial targeting to just the top four countries was not yielding profitable results and the funnel economics were not working out.

What was the impact of changing the ads to product images on the sales page conversion rate?

The sales page conversion rate more than doubled, going from an average of around 1% to over 1.91% after the change to product image ads.

How does the speaker suggest the type of ad you should run can depend on the market sophistication?

For a less sophisticated or beginner market, higher intent clicks are more effective because they need to be sold on both the opportunity and the product. For a more sophisticated market already aware of the solution, cheaper curiosity clicks can work as they only need to be sold on the product.

Outlines

00:00

🔍 The Mistake in Facebook Ads Approach

The speaker begins by criticizing the common belief that the sole purpose of Facebook ads is to get clicks, which they argue is a flawed approach leading to unsuccessful campaigns. They confess to being addicted to creating funnels and running ads, using their experience to demonstrate the issue with real-life examples. They show data from an ad account running at a low budget of about £85 per day, highlighting how only one ad set out of many tested was successful. The unsuccessful sets had cheap clicks but did not convert, indicating a problem with the advice often given in marketing that prioritizes clicks over quality.

05:01

🚀 Importance of Click Quality Over Quantity

The speaker emphasizes that not all clicks are equal and that the context in which someone clicks an ad significantly impacts their likelihood to convert. They discuss how ads designed only to attract clicks, even if they have a high click-through rate, can lead to low conversion rates. The speaker shares their own experience with an ad set that seemed successful in attracting clicks but ultimately lost money because the clicks did not convert. They argue for the need to attract higher intent clicks, even if they come at a higher cost, to improve conversion rates.

10:02

📈 Tailoring Ads to Sales Cycles and Market Sophistication

The speaker discusses how the effectiveness of ads depends on the sales cycle and the market's sophistication. They differentiate between curiosity clicks, which can be effective in longer sales cycles like webinars or VSLs, and intent clicks, which are more suitable for direct sales pages. They share past experiences with long-form copy ads that were successful in the past but are less effective today due to shorter attention spans influenced by platforms like TikTok and Instagram Reels. The speaker suggests that shorter, clear copy with a product image works better in the current digital climate.

15:03

📊 Analyzing Real-Time Data from a Small-Scale Funnel

The speaker shares real-time data from a small ad funnel they've been running, noting a profit of £85 for the month of September. They highlight a significant shift in performance after changing the ad strategy to use product images, which led to higher sales page conversion rates. The data shows that while the initial strategy led to losses, the change in approach resulted in profitability. The speaker reflects on the importance of adjusting targeting and ad content to improve results.

20:03

🌐 The Impact of Worldwide Targeting on Ad Performance

The speaker details how expanding the ad targeting from a select few countries to worldwide significantly impacted the sales page conversion rate, initially causing a drastic drop. However, after switching to product image ads designed to attract higher intent clicks, the conversion rate more than tripled. They emphasize that the cheapest clicks do not always translate to better buyers or conversions, and that the type of ad run should be determined by the product, the market, and the market's sophistication.

25:04

🎯 Crafting the Right Ad Strategy Based on Target Audience

In the final paragraph, the speaker concludes that the type of ad to run should be based on what is being sold and to whom. They provide an example of a successful campaign for a scripting course that targeted a sophisticated audience already aware of the solution, where cheaper, curiosity-driven clicks led to higher profits. They contrast this with their current campaign, aimed at beginners who require more education on the opportunity before purchasing, thus benefiting from higher intent clicks. The speaker ponders creating a decision-making model to help determine the best ad strategy based on these factors.

Keywords

💡Facebook ads

Facebook ads refer to the paid promotional content displayed on Facebook's platform. In the video, the speaker criticizes the common approach to these ads, suggesting that focusing solely on getting clicks can be detrimental to campaign success. The video aims to correct this mistake by advocating for ads that lead to conversions rather than just clicks.

💡Conversions

Conversions in the context of online advertising refer to the desired actions users take after clicking an ad, such as making a purchase or signing up for a newsletter. The video emphasizes the importance of achieving conversions over just getting clicks, indicating that successful ads should lead to profitable outcomes.

💡Funnels

A funnel in marketing represents the process of guiding potential customers through a sales process, with the aim of converting them into buyers. The speaker confesses an addiction to creating funnels and running ads, suggesting that a well-crafted funnel can effectively convert clicks into sales.

💡Clickbait

Clickbait is a strategy that uses sensationalist headlines or eye-catching thumbnails to attract clicks. The video discusses how using clickbait in ads might lead to cheap clicks but not necessarily to conversions, highlighting the need for a more strategic approach.

💡Ad sets

Ad sets refer to a group of ads that share the same budget and schedule. The script mentions different ad sets with varying success rates, illustrating the point that not all ads within a set will perform equally well, and that the focus should be on quality over quantity.

💡Pixel

In the context of Facebook advertising, a pixel is a code that tracks user actions on the website after clicking an ad. The speaker mentions an instance where the pixel was off, leading to incorrect conversion data, underscoring the importance of accurate tracking for ad performance analysis.

💡Sales page

A sales page is a web page designed to persuade visitors to make a purchase. The video discusses the common misconception that the sole purpose of an ad is to get a click, while the sales page is responsible for conversions. The speaker argues for a more integrated approach where the ad itself plays a role in converting visitors.

💡Intent

Intent in marketing refers to the readiness and willingness of a customer to make a purchase. The video stresses the value of getting high-intent clicks, where the ad attracts users who are genuinely interested in the product, leading to higher conversion rates.

💡Cost per click (CPC)

CPC is the amount an advertiser pays each time an ad is clicked. The script uses CPC to compare the effectiveness of different ads, with the speaker arguing against the notion that cheaper clicks are always better, as they may not result in sales.

💡Return on ad spend (ROAS)

ROAS measures the revenue generated from each dollar spent on advertising. The video uses ROAS to demonstrate the profitability of different ad strategies, showing that ads with higher click costs can sometimes deliver a better return on investment.

💡Targeting

Targeting in advertising refers to the selection of the specific audience for an ad campaign. The speaker shares an experience where changing the targeting strategy from a few countries to worldwide significantly impacted the sales page conversion rate, highlighting the impact of targeting on ad performance.

Highlights

Most people's approach to Facebook ads is flawed, leading to ineffective campaigns.

The common mistake is focusing solely on getting clicks rather than conversions.

The speaker confesses to being addicted to creating funnels and running ads.

A small ad account spending about $100 a day is used as a case study.

Only one out of several tested ad sets is successful, highlighting the importance of testing.

The belief that the purpose of an ad is solely to get a click is challenged.

Ads designed to be 'clickbait' can lead to cheap clicks but poor conversions.

The importance of understanding the intent behind a click is emphasized.

A shift in ad strategy from clickbait to clear product images and copy increases conversions.

The speaker argues for higher intent clicks over cheap clicks for certain product types.

Different strategies are needed for high ticket versus low ticket funnels.

The effectiveness of long form copy ads has decreased over time due to changing consumer behavior.

The influence of social media platforms on attention spans and ad effectiveness is discussed.

The speaker shares real-time data showing the impact of changing ad strategy.

A detailed tracking sheet is used to illustrate the financial turnaround of the ad campaign.

The significance of targeting the right audience and market sophistication in ad strategy is highlighted.

The speaker suggests creating a decision-making model based on offer type, market, and sophistication level for ad strategy.

The video concludes with a call to action for viewers to ask questions in the comments.

Transcripts

most people's approach to Facebook ads

is completely wrong and it's killing the

campaigns and if you're running ads and

you're not getting the conversions that

you like then it's likely you are making

this same mistake so what I want to do

in this video is explain what the

problem and the mistake is and then show

you how to fix it with some real life

examples and real life data of some ads

that we're running right now before I

get into the video though I have a

confession to make the confession is

that I am an

addict I am completely addicted to

making funnels and running ads it's

literally what I like to do my spare

time like every month or so I'll just

get this burst of inspiration on the

weekend to create a random offer build a

random funnel create some ads and run it

and I don't even know what the the end

game of it is it's just that I like

to do it's pretty weird but I don't know

maybe it's not weird maybe there's some

other people out there like that but

it's literally what I love to do so what

I've got in front of you right now is

one of our ad accounts and pre-warning

it's a little teeny teeny tiny ad

account okay we're not spending much

money a teeny tiny we are spending about

85 pound a day so it's about $100 a day

right now so tiny

but it was very interesting to see some

of the data that we already have and

it's going to tie into tie into this

learning right so we got a few different

ad sets that you can see on the screen

right now and the all inside of them

they have different ads right so

different types of

ads now if you look at the ads that we

have running we only have one ad set

right now that's running and we turned

all of the other ones off now the top

one is working and the rest didn't I

know this one right now the second to

bottom one does say that it got a high

row as but I know for a fact it didn't

the pixel was off or I don't know

something messed up I know for a fact

that um that row as isn't correct and

that adset was losing US money so out of

all the ones that we started to test

with only

one has actually been working and the

reason why people make the mistake is

because of the advice that they get so

one of the biggest or one of the most

common pieces of device that you get in

marketing is the only only purpose of

the ad is to get the click or it's not

just advertising it'll be the only

purpose of the subject line is to get

the email to open right and I personally

think that that mindset when creating

ads is a terrible idea and I would say

the majority of the time it's almost

guaranteed to lose you money so just to

give you an example of that um this was

this ad set here I don't I'm probably

going to blur some names out just to

keep some of the stuff confidential but

you can see this is AD set number five

and this is the last ad set that we

launched I actually launched I believe

these three and then I launched this

fourth one and then I launched the fifth

one so these three here I launched at

the beginning and all of these ads were

probably more click baity ads so they

were real ads so they were about a 10

second video

and it was bit like a click baity

headline with some b-roll and it was

basically just like a hook clickbait ad

just basically getting the click right

and if we look at the data here it kind

of worked so you can see that we're

getting clicks for

16 Pence I never use that word anymore

so it's about 20 cents 25 cents you know

this is 13 this is 27 so really cheap

clicks right so the ads are technically

working because is they're getting a lot

of clicks but you can see from the

rowers and again I want you to ignore

the rowers on this one because this is

completely false you can see the row on

the right hand side there it didn't work

and I was actually losing money and I'll

show you like a better tracking sheet in

a second with all the data on and it was

frustrating because then immediately I

just think okay cool well the ads are

working because they're getting the

click and the only purpose of the ad is

to get the click right so the ads are

working so now I need to work on the

sales page but the the sales page sucked

a little bit um or I thought it sucked a

little bit because the conversions was

really low the conversion rate on the

sales page was less than 1% so I knew

there was an issue there but and again

here's the problem of why there's no you

don't you can't have like set rules in

business that apply to every situation

because the general rule in that

situation is the ads are getting cheap

click so it's

working um and the sales page conversion

is less than 1% so therefore the sales

page needs work and maybe that's true

maybe my sales page can be improved but

the problem is in marketing that

everything's

connected so how and why someone clicks

an ad has a huge impact on whether they

convert on that sales page it's all one

process it's not they're not individual

where as long like all clicks are

created

equal depending on the ad person a could

click one ad and have a high intent to

buy a product whereas person B could

click another ad and have no intent to

buy but there's still just one

individual click but they aren't equal

person a is much more likely to buy so

I'll give you some more real um proper

examples so again those first three

ads here they were all about just real

attractive clickbait just get the click

right and I realized that the the sales

page weren't conver converting but

instead of just looking at my sales page

and being like right I need to change

the angle I need to change the hook I

need to change the offer the pricing

which are all valid things I've seen

this happen before so my idea was well I

actually think the ads suck a little bit

I think they're getting too many cheap

clicks and it would be better for me to

get more int like higher intent clicks

for a more expensive price so ad number

five here is a short piece of

copy and the image is a product image so

it's showing the actual image that they

are

buying and and it's a it's a digital

product by the way so it's kind of like

a mockup

FYI and in the copy we're very clear

that it's something to buy and we even

say the price in the copy right and

again a lot of people say oh no that

wouldn't work right you're selling in

the ad you don't want to tell them the

price you don't want to tell them

something for sale you just need to

peque their interest and get them to

click and let the sales page do the work

but I didn't feel like that was the case

so ad number five here is very direct in

terms of it

is short hey are you struggling with

this well this product can help you with

this product it's going to help you

achieve x y and Zed um it's going to

cost this much click the link if you

want to get access right and I use the

same sales page and you can see now that

ad number five this is actually

profitable now not crazy profitable

again I'm going to show you more of the

numbers here in a tracking sheet it'll

make it easier for you to look at and

but we only started running this I think

last week and it's already making those

money and that rowse is a little bit

higher than 1.5 again I I'll show you

the actual numbers so by creating a

worse ad because you can see here that

the clicks are more

expensive so here 16 13 27 this one's 34

right so on the metrics it's a worse add

if you look at the clickthrough rate 1.4

which isn't too bad this one is 2.76

1.73 and

1.48 so all of these bottom three here

they're getting a higher click free rate

they're getting cheaper clicks so again

normal advertising advice would be oh

they're the best ads but they're not

because obviously all we care about is

conversions and rowad so the lesson is

that you can't just focus on okay let's

create the ads with that get the

cheapest clicks because a lot of the

time that's just sending poor quality

traffic where people are clicking the ad

and they don't even really know what

they're clicking for they're just

clicking out of curiosity versus intent

and when you're selling something

directly on a sales page I personally

feel like it's better to

get high intent clicks that are more

expensive versus like curious osity

clicks that are cheaper now I actually

think again this is not the answer that

people want to give but every single

situation requires context in terms of

like making a decision that's best for

that so I think for like higher ticket

funnels where you're maybe sending

people to a vssl or a webinar or there's

like a longer sales cycle I actually

think for those types of

campaigns curiosity clits can be better

because there's a longest sales cycle

which means you have longer to turn that

click um curiosity click into an intent

buyer so for example if you're doing a

high ticket um a high ticket funnel for

a coaching program you can get a

curiosity click and you can get them

with curiosity to opt in and then your

vssl is going to spend you know 15 to 20

minutes turning that Curiosity into high

intent however with a sales page you

don't have that luxury because it's just

a sales page and you know for me

personally I believe that vsls are much

more are better at converting people

again depends on the product but I feel

like with those type of longer sales

cycles and again you're actually with

the vsls as well typically you're

getting them to book in a call so even

then they have to wait for the sales

call and then on the sales call you can

convert them so it's like a longer sales

cycle same with the webinar right they

opt in for a webinar there's like a

90-minute presentation right you've got

more time to warm them up and convert

them into a high intent buyer with the

sales page you don't have that luxury

which is why I think depending on the

sales process and the price point and

the offer the types of ads that you run

are more effective than other for others

than most and I've found in this type of

scenario where we're selling low ticket

digital products that getting higher

intent clicks for a higher price is more

effective now little backstory back in

the day and I just want to focus on ad

set number four for a second back in the

day when I started running Facebook ads

in

2016 I remember one of the best ads I

ever ran um was a long form copy ad it

was like a long form story ad and it was

an image of me and there was I can't

remember how many words but it was like

a really long ad that took up load of

space in a Newsfeed and it converted

like crazy now I didn't make a lot of

money off it because that funnel

basically made money by me selling over

the phone and I couldn't sell for I

took I don't even know how many sales

calls couldn't close anything but I got

tons of leads and I got tons of low

ticket buyers and actually made a bit of

money on the front end but again the

whole goal was to close people over the

phone for the high ticket offer I

couldn't sell so it sucked but the ads

worked really well and it was this

really long form piece of copy and from

about 2016 to I would say about

20120 I would say those types of ads

still worked a lot and the reason why

they worked so well is because there was

long form copy so again people read all

of that copy they then they click the ad

it's high intent versus you know

watching a 5c video and then clicking

through right the person from Scenario

one is going to have my higher intent

however we're get to look a little bit

detailed

here even though Those ads worked really

well then they don't work that great now

so for example I wanted to test this and

AD set number four here is a product

image but it's long

copy and you can see here

that the clickthrough rate was really

low 0.61 which is by far the worst

because it was super long copy right so

it put people off the cost per click was

23 and um yeah the row eyes was 0.65 so

again one of the worst performers in the

campaign um so that didn't work so

trying to get high intent clicks that

way actually didn't work so you've got

to also tailor your ads to the market

and people's purchasing decisions and

consumption de um consumption behaviors

on social media so obviously with the

introd intr introduction of Tik Tok

Instagram reals YouTube shorts obviously

people's attention spans are lower so

some of the really long form copy ads

that we wrote back in the day that

worked really well they just wouldn't

work now because people aren't going to

read that like when the internet first

started you know people were reading

blogs and people were reading websites

so when Facebook ads first came out

people's consumption Behavior online was

to read long pieces of text so that's

why in the beginning when Facebook ads

came out these really long form and I

know 2016 wasn't when first Facebook ads

first came out it was just when I

started using it and it was still pretty

new back then but that's the reason why

Those ads worked really well because

people were used to stopping on a laptop

or a computer and just reading long

phone pieces of content and also again

more people now are using mobile phones

and you know reading long form pieces of

text is probably easier on a desktop

versus a phone so again you've got to

take that into account we're getting

very detailed here but the point is is

those long form ads probably don't work

as well now today because people are

used to flicking scrolling attention

spans are a lot lower so that's why a

shorter piece of copy and a product

image so it's very clear that there's

something to buy but the copy is is

still short enough that the people are

going to stop and read the whole thing

so they're going to get all the info

versus having a really long ad that

people might read for a few seconds but

it's too long and they're just going to

click off right

so you can't take it to the two extreme

which I tried to do in ad number four

which was really long copy in a product

image because the people who were

clicking there obviously would have had

a high intent to

buy um but for what you know the numbers

just didn't work out in the in the back

end obviously so it's kind of like a mix

between the two like you can't go too

extreme and try and qualify People Too

Much by writing a really long ad but for

this funnel specifically you also don't

want to you know just get like really

click baity cheap clicks because then

people are clicking to the sales page

without any intention to buy and you

know the price will probably scare them

off so that's kind of like how it worked

I want to show you the numbers in real

time because I think it'll be

interesting and again like I said

teeny tiny funnel right this is not a

big funnel it's kind of just something

I'm doing in my spare time but maybe it

will prove to be like a kind of a cool

case study so you can see here that this

is our numbers for September so I

basically started running this funnel at

the start of this month and um yeah I

mean I won't go through this sheet but

it's pretty simple these are all the ad

metrics these are all the funnel metrics

obvious got upsells and stuff and you

can see for a total of this month I've

made £85 profit I know pretty

incredible right right now our CPA is

£31 and our average order value is 32 so

this is an absolute Money Maker clearly

but although the numbers are small and

you know ins significant profit I kind

of like well there's two lessons here

this is kind of one lesson is separate

number one these low ticket funnels you

don't just always get them profitable

from day one now there's going to be

some people that would be like yeah

every funnel I launch straight away

makes money and that's cool

I'm not in that group of people

unfortunately so you can see for the

most of this

month um if we go to highlight basically

the first 17 days of this

month let's do yeah

let let's do a little bit more yeah okay

so the first 17 days of this month I

lost

375 not good right

however for the last week or so I've

made 461

pounds one second my laptop is low

battery there we go so what

happened on for the this last week that

made it profitable

well I like to take notes so this is

like a tracking sheet just for maybe

this is confusing for some people I'll

just quickly explain so this is a

tracking sheet for a low ticket product

um yeah you can see the ad spend on the

left hand side there again pretty small

we track the the metrics and we track

the front end sales we have aut bumps

and we have a couple of one time offers

as well like this funnel isn't optimize

by the way um just FYI I just been

trying to work out the ads and then I'll

optimize the rest of the

funnel but um you can see here what

changed well you can see on this date I

changed the funnel and the ads to just

the product images so this is where I

basically killed all of the like the

clickbait short real ads and you can see

here oh not average order value since

I'll do it from this date because this

was a date since we made that change we

made

442 profit before that change we lost

356 so in the ad account you could kind

of see the difference but here very

clearly shows you oh this is a huge

difference and the only changes that we

made were that

we changed the ads to just have product

images in them versus running those real

ads and you can see that reflection here

in the sales page conversion I believe

here we go so it's not perfect let's

just go to the right one

yeah so you can see a start difference

here as well so since we made the change

the sales page conversion has gone up as

high as

2.88% um or as low as

and I suppose I changed it on this day

so that's probably why like half the day

was with the old ads and half the day

were with the new ads so we won't we

won't class that we can see the sales

page conversion went up as 2.88 and it

went as you know the lowest it was 1.05

but if we look before that for the 19

days before that we did have one day

here at the top where it was 3.13 which

you know bit of an anomaly I think um

but before that

it was literally the highest we got was

just over one so you can see like a

dramatic difference here and I actually

know why we were quite High here and

this is why you should always make notes

on the days that you make changes so you

can see here that I switched the funnel

to worldwide targeting so the first few

days of the month I weren't happy with

the results and you can see that the

sales page conversion wasn't like

horrendous but obviously it was losing

US money and the reason why is because I

was just targeting I think like the top

four countries and I just quickly

realized

that the the funnel economics weren't

going to work out so I changed it to

worldwide targeting and that's why

obviously the sales page conversion went

really low but it was so low that you

know we weren't profitable either so you

can see there it's pretty bad and then

once we made the change to just the

product images so we were getting higher

intent clicks the sales page conversion

pretty much you know I don't even know

what the math is on that it's like more

than tripled so you can see that the

average for the month is 0.81% which I

know sucks really really bad um but you

can see over the last week is probably

an average

of I don't know if this will work

average of

1.91

so uh yeah we pretty much more than

doubled the sales page conversion um

which is cool and look again I know this

is a little bit crappy data because

let's be honest little baby numbers

um but I just was looking at it and I

know it's not usually something this

small isn't isn't really worth sharing

so I never really do but I think it is

really um the whole the only purpose of

the adart is to get the click advice is

something I'm really passionate like

being passionate

against

um so I just yeah I saw the data and it

was very clear to me what's happened so

I just wanted to share it with you guys

because maybe

you are now trying your best to you know

find the best performing ads and getting

the stuff with the cheapest clicks but I

just know from experience and it's not

just this oneel it's happened to me

loads over the years that sometimes the

cheapest

clicks don't always get you know the

best buyers or the best Ras now again

there's always exceptions to the rule so

like I said I it depends on the funnel

depends on the offer depends on the

market as well and it also depends on

the sophistication of the market

so again we're getting very detailed

here but I'm just going to go for it

maybe this is going to bore some of you

but this offer is a beginner offer so

it's helping beginners start something

now because of that the people who I'm

going after their

sophistication is pretty

low and because of that the sales page

has to basically convince them number

number one that this solution is good

for them so I need to convince I need to

basically sell them on the the

opportunity essentially but then after I

sell them on the opportunity I also need

to sell them to buy from us so I'm

basically selling them twice on the

opportunity and the

product

now if you are marketing to a more

sophisticated market and you actually

and they already know about the solution

and they're already bought into the

solution

but you and and you only need to sell

them on buying your product then in that

case I think you can actually run ads

that do get cheap clicks because the

people who are clicking don't need

convincing twice and it's much easier on

a sales page just just sell them on your

product versus selling them on the

opportunity and your product

so well I'll give you an example once we

had a funnel and for go those of you

will know that um I run we work with a

lot of like Law of Attraction spiritual

influences so we were running a low

ticket offer for a scripting course so

scripting is just like a manifestation

technique now we were targeting people

who had already tried and failed with

scripting so they were already aware of

scripting and that being a potential

solution to the problems so when they

click the sales page all we needed to do

was sell them on our scripting process

or our scripting product so we were

struggling getting aoas on our funnel

but once we actually switched to doing

more click bity ads and doing more real

style ads and getting a cheaper click

our profits went up and we started

making um s like significant amount of

money um and our conversions went way

higher so that kind of goes against what

I've just talked about in this lesson

but the reason why that is or the reason

why I believe it is is because we were

still even though we were getting like

the cheap clickbaity clicks the people

who were clicking were still people who

were very much aware of scripting as a

process and therefore even though they

were cheaper clicks and they had less

intent those people that were clicking

were still already sold on our

opportunity which was scripting and now

we just needed a sales page to sell them

on our product which again it's much

easier to do if you're only selling them

on one thing

in this example we have to sell them on

the new opportunity because we're

getting beginners so we're getting

people who aren't aware of our solution

we're getting them to click on the sales

page we're selling them on the

opportunity and then we're selling them

on the product so I think in that

scenario is more beneficial to get more

higher intent clicks for more expensive

versus getting the really click bayy

clicks because if we just getting click

baity clicks click baity clicks I don't

even know if that makes sense but but if

we're just getting click bayy

clicks and these are people that aren't

already aware or aren't already in our

industry then they just it's

it's I feel like it's useless getting

them to the sales page because they just

have no even interest in what we're

talking about whereas at least if you

can kind of sell a little bit in the ad

even though there's still new people

clicking like new people to the industry

are still clicking the ad they're aware

that there's an opportunity here and

there they are aware that something's

for sale so again this is very boring

and maybe I can come up with more of a

like a maybe I should do like create

like some form of model or decision

making process maybe that would be a

cool exercise well it's probably a

really nerdy exercise probably not cool

whatsoever but maybe I would enjoy doing

it maybe I can come up with some form of

like decision tree or a mental model as

people like to call them when it comes

to like this is the offer this is the

market this is a sophistication level

therefore this is the type of ad that we

run I don't know now I'm just kind of

brainstorming whilst recording which

probably isn't that good of an

experience for you guys

so yeah that's it so I think like yeah

the based on what you're selling who

you're selling to that can really

determine like what type of ads you

should run and in a lot of cases just

because you're getting cheaper clicks

that doesn't mean the ads are working

they could actually be getting really

cheap clicks but doing a terrible job of

a terrible job of actually you know

getting good people to the sales page so

yeah hope this was useful if you got any

questions on any of this stuff let me

know in the comments below and I'll see

you on the next one

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