How to Navigate iOS Changes To Minimize Disruption to Your Facebook Ad Campaigns

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How to Navigate iOS Changes To Minimize Disruption to Your Facebook Ad Campaigns

04 March 2021 | By Salome Schillack

  • 1 Why the iOS change is happening.
  • 2 How this change impacts online course creators’ ads on Facebook and Instagram.
  • 3 What you should do now to prepare.
  • 4 What you may need to do in the future to stay up to date with the changes.

Facebook is on a journey. When Mark Zuckerberg started his company, he famously said:

“Move fast and break things.”

It appears that Facebook is living up to that motto as it updates the Ads Manager and its functionality to prepare for a significant iOS change. We don’t yet have all the answers, and it seems that Facebook doesn’t either. You should prepare for your Ads Manager to be slow, glitchy and full of warning signs that could very well impact your experience.

Step-By-Step Guide to Verifying Your Domain and Creating Your 8 Conversion Events

In 2020, Apple announced that it would be proactively asking iOS 14 users – everyone with an Apple iPhone – if they would opt in to being tracked online. It is fair to assume that many users would choose not to be tracked when given the option.

 Facebook and online course creators rely on user data to build audiences and to run a variety of ads (e.g., list building, webinars, launch, and evergreen). If Apple iOS users opt out of being tracked across the internet, the impact to our interest, target and retargeting audiences, as well as the corresponding data, is immense.

To mitigate these changes, Facebook is proactively making significant updates to how we track users online and how we measure conversion events like leads and sales. Though Facebook is taking action in response to Apple’s iOS update, these changes will impact ad placements across all platforms and operating systems.

Imagine you have a saved audience of two million users that you target when running list building ads. One day, 75% of this target audience disappears. Poof. Gone. The impact would be immediate and substantial: your targeting would be off, and it would impact your results and the algorithm’s ability to find more users like those who were converted in the past.

Now imagine you’re in the middle of a webinar launch, and you see thousands of users land on your thank-you page. You want to retarget those users with your urgency message, except 75% of them have opted out of being tracked. You would be left with a retargeting audience that represents only a fraction of who you are trying to reach.

In both hypothetical scenarios, your targeting and retargeting audience data is skewed, and you don’t know which ads actually resulted in sales. You are left unable to scale effectively, and your launch becomes a guessing game.

When massive portions of our audiences disappear, we are affected in these three ways, each of which Facebook identified as it considered the iOS changes:

  • 1 OPTIMIZATION: The pixel is not going to learn as well as it once did because it can’t “see” who is landing on our pages, or use that information to find more users like them.
  • 2 TARGETING: Because our target audiences will not reflect users who opt out of being tracked, the quality of lookalike audiences will be affected and our retargeting audiences may become highly diluted.
  • 3 REPORTING: The numbers being reported inside Ads Manager could become highly inaccurate.

To help us overcome these challenges, Facebook has introduced big changes to how we create campaigns, track events and use the pixel to get the best possible feedback and data from our ads.

Step-By-Step Guide to Verifying Your Domain and Creating Your 8 Conversion Events

Facebook indicates that it is working to develop new products for advertisers that will help us track our results and create campaigns that effectively target and retarget our audiences.

To prepare, Facebook is asking us to do three things:

  • 1 VERIFY YOUR DOMAIN (do this now).
  • 2 SET UP YOUR EIGHT CONVERSION EVENTS IN EVENTS MANAGER TOOL (do this now).
  • 3 START MOVING OVER TO CONVERSION API (wait for more information from Facebook about this action).

Let’s explore each one of these in a bit more detail…

Facebook is asking us to verify our domains so that we have one “official” domain that belongs only to us and is linked to our account in Business Manager. Before you will be allowed to create any new conversion ads, you will need to have a verified domain linked to your account.

QUICK REMINDER: Conversions ads are those that ask Facebook and Instagram users to take an action, such as providing an email address in exchange for a lead magnet or paying us in exchange for our paid courses. We use “events” like custom conversions or standard events to indicate to Facebook that someone who saw our ad also converted to a lead or a sale.. An “event” can be one of two things: a custom conversion that we set up using the ‘Thank-You’ page, or a Standard Event such as “Lead” or “Purchase.” Whenever we refer to “events” in this post, we are talking about these conversion events.

If my website URL is myawesomebusiness.com, that is my main domain and what I want to verify in my Business Manager account. When I want to run ads for my lead magnet, webinar or launch, I will set up my pages on my website where I have verified my domain.

 As an example, I create a webinar “Thank You” page using the URL myawesomebusiness.com/webinar-thank-you from which I will also create my custom conversion event.

The process of verifying a domain is slightly different depending on which software system you use to host your website and to build your landing pages.

 To help you verify your domain, we created this step-by-step guide that demonstrates how to verify your domain in WordPress.

Step-By-Step Guide to Verifying Your Domain and Creating Your 8 Conversion Events

ROAD BLOCK. PAY ATTENTION HERE.

Because Facebook will only allow us to create conversion events that are linked to our verified domain, it can be complicated if you have a website that lives on WordPress but you buyild landing pages on third-party software systems like Kajabi, LeadPages, or ClickFunnels.

 Most of these platforms will allow you to integrate a subdomain with their software. A subdomain is a “baby” domain that you register with your domain registration company – e.g., GoDaddy or BlueHost – and can be anything you want to add in front of your primary domain. In our example, I may want to use learn.myawesomebusiness.com as my subdomain.

If I want to continue to use third-party software systems like Kajabi, LeadPages, or ClickFunnels to build landing pages, I will need to follow the instructions they provide to integrate my subdomain with their platform.

In our continuing example, after I have integrated my subdomain on a platform like Kajabi, Facebook would allow me to use learn.myawesomebusiness.com/lead-thank-you to create my event or custom conversions. 

Before you sign up for any webinar hosting platforms or landing page builders, check that you can link your subdomain to that platform. You will save yourself much frustration as you start setting up your ads.

Facebook now limits us to only eight conversion events per account. The limit of eight events includes standard events (e.g., Leads, Purchase, View Content, etc.), and it also includes any custom conversions you create using your “Thank You” page URLs. 

Yes, you read that right: we now have only eight conversion events, and we have to choose those eight events long before we want to run ads. It now takes up to 48 hours for an event to be approved by Facebook.

With losing such a significant portion of our audiences, we will receive limited information from our webpages to the pixel. As such, Facebook is making us rank our eight events in order of importance and will only report the event that is highest in that ranking.

You will have to choose which eight events matter most by ranking them in order of importance; and you will only receive data on the highest ranking event. If someone opts in for a webinar and then purchases your course, you will only receive data on the one event you tell Facebook is most important to you. (Naturally, we want to rank sales higher than leads.)

 If you are just getting started and only have one or two conversion events that you use to build your email list, you can select just two events. You do not need to fill the eight events if you do not have eight events yet.

QUICK REMINDER: Standard Events encompass all your custom conversions that also meet the criteria of the standard event. All of your lead magnet custom conversions can also be Lead events and your course sales custom conversions can all fall under one standard purchase event. Custom conversions are hyper-specific events created from just one specific “Thank You” page. I can have many Lead events for all my lead magnets, but I can only have one custom conversion for my Five-Day Video Training lead magnet.

The ranking of events could look something like the following:

Pixel/Custom Conversion Event Name
Your PixelLead
Custom ConversionYour custom conversion for your lead magnet
Your PixelView Content
Custom ConversionYour custom conversion for your second lead magnet
Your PixelView Content
Your PixelPurchase

Here is a screenshot of my events along with the priorities of conversion I am tracking in the next few months:

salome table

How you choose to rank your conversion events is up to you.

Real Life Example

I am launching my online course with a webinar in which I will be running list building ads in the leadup to my launch. After building my list for a few weeks, I run ads to fill up my webinar, and I will run sales ads when enrollment for my course opens.

We have one conversion event for the list building ads, one for the webinar ads, and another for the sale event. That takes up three events of the eight Facebook has allotted us. My lead magnet and my webinar thank you pages also have Lead standard events on, and my sales page has a Purchase event on.

Facebook is only going to show me data for the highest ranking event.

In this case, I want to see results for sales over webinar registrations, and I want to see webinar registrations over lead magnet downloads. I will rank my eight events in this order so that I see results for the event I value the most.

Though you do not need to have all eight events defined, you will need to have any new event you want to run ads to be defined in the Events Manager. You should take the time now to choose your eight (or fewer) events in the order you deem most appropriate. 

To help you set up your eight conversion events in the Events Manager, we created this step-by-step guide.

Step-By-Step Guide to Verifying Your Domain and Creating Your 8 Conversion Events

Facebook is creating an entirely new way for us to measure the results of events that happen on web pages (i.e., all of our conversion events). Facebook calls this Conversion API, which is a very uncreative coding name for a fancy new tool. At the moment, this fancy tool is so new that even Facebook – and experienced coders – can’t explain in plain English how to use it. 

Keep checking back here for updates, which we’ll share as we figure out the Conversion API.

Can I verify more than one domain?

Yes, you can verify multiple domains but you can only choose ONE domain as the domain you want to use to track conversion events.

I use both WordPress and Kajabi/LeadPages/Cartra/ClickFunnels to build landing pages on. How will this affect me?

If your main website is built on WordPress and that is where your business domain (mydomain.com) points to, you’ll need to create a subdomain (anything like join.mydomain.com or learn.mydomain.com) and integrate that sub domain in the software system you use to build landing pages. Because you have mydomain.com verified and that contains the subdomain, your conversion events will work. 

I use Kajabi as my website and I build landing pages here too. Can I verify my domain in Kajabi?

Yes, you can. It would still be best practice to have your own custom domain pointing to Kajabi (mydomain.com instead of mydomain.mykajabi.com). Once you have your own custom domain set up on Kajabi you can verify your domain by following the same steps to copy your “Meta-tag Verification” and pasting it in the >>Head<< section of your Kajabi site. Before you do this make sure that your Facebook pixel is linked to your Kajabi account.

I don’t use WordPress, how does this affect me if I use WIX/Squarespace as my website?

You’ll need to register your own custom domain and integrate that domain into your WIX/Squarespace account then verify the domain by pasting the “Meta-tag Verification” into the >>Head<< section of your website. Before you can do this you’ll need to install your Facebook pixel onto this website.

I have an evergreen webinar that collects registrations for the webinar on pages that are not on a verified domain. What can I do?

You will need to register a sub domain and integrate that with the webinar software. Or you can redirect webinar registrants to a “Thank You” page that lives on your verified domain. 

If I verify my domain but put my thank you landing pages on a subdomain, will that work?

Yes, perfectly. 

Can I send traffic to one domain and then send them to another domain when they land on the “Thank-You” page?

Yes, you can. The conversion event is only relevant to the verified domain of the “Thank You” page. 

I have my subdomain already set up in Kajabi. It has been verified. But when I go to set up a conversion ad, it does NOT show up as a pixel with the green dot. How do you overcome this?

Your Facebook pixel is not installed on your Kajabi account therefore there is no data being fed back to Facebook from that page. Integrate your Facebook pixel with your Kajabi account and the sub domains should work perfectly. 

How will this affect those of us who are just starting out and have never run ads or are not ready to run ads yet? Is there something we need to do now to prepare for the changes?

Yes, after setting up your ad account you’ll need to place your pixel on your website and then verify your domain. Before you set up any conversion events you’ll need to create your first custom conversion or standard event and then set this event up as one of the eight events you want Facebook to give you data on. 

So if we are list building and using a quiz, TryInteract - is it correct that we direct leads to a 'result page' that would be our subdomain, instead of TryInteract own pages?

Yes, if you can integrate your sub domain with TryInteract then that page would work (with a new URL reflecting the use of your sub domain). But if you cannot do that in TryInteract, next best thing is to redirect people to a page that sits on your verified domain. 

If my pixel code is placed in my header on my WordPress site, do I put the domain verification in the same place?

Yes, exactly the same place. So just leave a few spaces, then paste it below your pixel.

I don’t have a Business Manager account yet. Can I still verify my domain?

No, you’ll need a Business Manager account with an Ad Account that has a pixel linked to your domain before you can verify your domain. You’ll also need to create your first custom conversion or standard event before you can select it as one of your eight events. 

Are the 8 events fixed or can you change them?

They are not fixed and you can change them. Changing them however will impact the data you see in the ads manager and it could take 48-72 hours for the change to take effect. We recommend not changing them unless there is a specific strategic reason for changing them.

I have never created any events. Can I set up my eight events?

No, you will first need to create either a custom conversion or a standard event for one of your list building, webinar or launch events. Once you have created the event then you can select it as one of your 8 events in Events Manager.

Can we set up our 8 new events if we already have events set up for existing ads? (or should we start a fresh set of ads with new conversion events)?

You should use your old events if they are linked to campaigns that are currently running or if you’ve collected data on those events in the past. If you have more than eight events set up you’ll have to choose your tip eight that you want to track in the events manager. This is where it becomes valuable to use standard events instead of just custom conversions

The way we track users from a Facebook or Instagram ad to a webpage, where a user converts to a lead or sale, is drastically changing. The change comes as a result of us losing “sight” of a very large percentage of users online as Apple rolls out the option to opt out of being tracked online.

Not being able to “see” such a large part of our audiences will mean that we have to change the way we set up our campaigns, the way we interpret the data we get from Facebook, and what we do with that data to scale our campaigns.

Right now, to make the shift, we all should verify our domains and select our eight conversion events in Events Manager.

Most importantly, we must all keep in mind that we are in uncharted territory. As we navigate these changes, we will become smarter marketers and develop brand new tools that will ultimately help us to make informed decisions about how we advertise online. 

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03: Everything You Need to Build Your Email List Faster With Facebook Ads

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03: Everything You Need to Build Your Email List Faster With Facebook Ads

10 December 2019 | By Salome Schillack

Want to learn how to get your first list building ad up without wasting money?

In Episode 3 of The Shine Show we're going to go through a complete checklist you need before you even start setting up your Facebook and Instagram ads.

To help us do this we’ll look at The List Builder’s Complete Checklist for Setting up Facebook and Instagram Ads Faster, a checklist I created to help list builders get started with their Facebook and Instagram ads

Having this checklist is kinda like having a list of ingredients before you start baking a cake or having a list of all the pieces that are included in your Lego project before you start building.

Getting started with Facebook and Instagram ads is much easier, faster, and more time-efficient if you know exactly what all the parts are that you need to get ready before you go into the Ads Manager and get started.

If you're a seasoned entrepreneur and you have an agency who run your ads, today's episode is for you too, because you're going to learn how you can better support that agency or ads manager to give them everything they need to help you succeed.

This is episode number three of The Shine Show. And in today's show we're going to look at the list builders complete checklist for setting up Facebook and Instagram ads faster, which is a checklist I created to help list builders get started with their Facebook and Instagram ads by knowing what all the parts or the pieces or the components are that goes into building a successful campaign.

It's kind of like having a list of ingredients before you start baking a cake or having a list of all the pieces that are included in your Lego project before you start building your Lego thing. It's much easier, faster, and more time efficient if you know exactly what all the parts are that you need to get ready before you go into the ads manager and get started.

And if you're a seasoned entrepreneur and you have an agency who runs your ads, today's episode is for you too, because you're going to learn how you can better support that agency or ads manager to give them the parts they need to help you succeed. So if that sounds like something you want to do, then stay tuned.

You took a huge leap forward in your journey to create a successful online business when you decided to get serious with your list building efforts and now it's time to put those efforts on autopilot and get started with Facebook and Instagram ads to help you build your email list faster so that when it comes time for you to launch your online course, you have a bigger warm crowd who are ready to buy from you because you've been priming them and you've been sending them weekly content and there's just a bigger pool you're in front of.

More people, but getting started with Facebook and Instagram ads can be daunting. I hear so many people say all that money and I just don't know how I'm going to get a return on that money. And I want to say if you haven't yet sold your course, that is a normal feeling to have because you are pouring money into something that hasn't been proven yet so, so if that's how you feel, just know that it is normal.

But if you get started with list building from the get go, you're going to build momentum so much faster in your business. It's going to keep you motivated to keep building that course, creating that course and getting it out into the market quicker. And if you are a seasoned entrepreneur who may be, have launched many, many online courses and you are not building your email is 12 months of the year [inaudible] I know who you are, then you should listen up too because this episode is for you and it's going to help you better understand what all the pieces are that goes into building a successful list building campaign so that you can support your ads manager or the agency that runs your ads for you and ensure that you know whether or not they're doing a good job in you building your email list and to help you get started with this, I created a guide for today's show called the list builders complete checklist for setting up Facebook and Instagram ads and we are going to talk through that guy to die on the episode and you can download that guide by going to the shine show.com forward slash zero zero three if you go there and you download the guide and you come back and you listen, you'll be able to go through it with me.

But if you don't have the guide in front of you right now and you just want to keep listening, maybe you're jogging on the treadmill or maybe you're driving in the car, then that's okay because you can come back and downloaded lighter and go through it again. The checklist will provide you with the necessary pieces that you need to start building your email list.

Okay, so let's get started. The very first thing that you're going to need before you start building your ads, our landing pages, you're going to need a standalone page that explains to people in very simple language what they're opting in for and most importantly, why they're opting in for it. You want to make sure that your landing page has a massive Bayner for driven headline. This is one of the mistakes I see most often is we want to describe what's in the lead magnet we're giving away, but people don't care about what's in it.

They care about what's in it for them. So make sure that you have an attention grabbing headline that's going to get them to go, Oh, I have to have that, and you can create landing pages using tools like lead pages. You can create your landing pages in WordPress. You can create landing pages in Kajabi or in click funnels. There are so many different ways, even the email service providers like MailChimp, ConvertKit and active campaign or moving more and more now towards giving you the capability of creating pages. I like using lead pages. I've just recently switched from lead pages to only using WordPress and I'm still getting used to that a little bit, but you are going to need some kind of a landing page builder, so look around, see which one works best for you and find the one that works for your budget.

Your landing page is going to link to what we call a lead box or a form. It is just the little pop up that comes up where people get to enter their email address and their name and then once they hit submit on that it goes to a thank you page and that thank you page is in Facebook ads terms. The thing that triggers for Facebook, it triggers for Facebook that there has been a conversion, so as soon as somebody hits the thank you page, then Facebook will know that there's been a conversion.

If you have the pixel set up and we're going to talk about the pixels, they will know that there has been a conversion. So first things you need, you need landing page software and that landing page software needs to link to some form of a email service provider that is going to capture those email addresses, be able to tag them and be able to send out automations.

I use active campaign in my business. Infusion soft is one that is more robust, but also the learning curve is huge to get to know how to use it. Another one that's quite robust is Ontraport, but these days the most popular ones I would say is ConvertKit. For people who are just starting out, you can even use, I think Kajabi now does that click funnels does that.

There are so many different emails, service providers. I encourage you to look around and find one that works for you. When I started my business, I started with MailChimp and I started with the free version of MailChimp and I think MailChimp is just perfect for people who are just starting out. But right now we are absolutely loving active campaign.

The second big piece of Facebook ads, once you have your pages in place is your pixels. So to explain pixels to you in the simplest terms, you should think of pixels as the, it's a little, it's, it's a little bit like fairy dust.

So just stay with me here. My kids love glitter and wherever my kids have gone in the house after they've played with the glitter, it's like a little path that they leave with glitter all over the house. And I can see they've sat on the couch cause there's glitter on the couch. I can see they've made a sandwich cause there's glitter in the kitchen and I can see they went to the swimming pool because all the way out to the swimming pool I see glitter. And sometimes I even see glitter in this swimming pool. So think of the pixels as that glitter, that fairy dust. And it is just a little piece of like fairy dust that gets sprinkled on your customer's head or on the person who waned into your lead magnet or clicked on your page, his head. And now it kind of follows them around a little bit and it gets an understanding.

It learns what they're doing and where they're doing it and what the actions are that they're taking it. And if you think this is creepy, maybe it is a little bit, but there's two sides to this coin is the one side is as consumers we love being presented with content that we love and so by having pixels track us around on the interwebs, the algorithms on Facebook and Google and everywhere else is able to give us more of the things that we're already interested in and that we really like.

The other side of it is it's creepy that something can follow you around and there are lots of things that you can do to make sure things don't follow you around too much, but that's not what this episode is about. The important thing with the pixels is you need to have your base pixel installed in your landing pages.

Facebook has extensive training on how to do that. You can Google how to do that. You can find videos on YouTube. There's so many resources for you to learn how to add your base pixel to your landing pages, and then what we like to do is to also add a lead tracking pixel to the thank you page. It's just a tiny little snippet of code that you just copy and paste into the thank you page and that's just going to help you track your conversions in a little bit more better way in a slightly more advanced way than just relying on creating custom conversions with your using your URLs.

That which leads me to custom conversions, which is the third thing you're going to need, so a custom conversion. The best way to describe what a custom conversion is is a custom conversion is the use of the pixels and the corresponding URLs of the pages that indicate the conversion, so I know that was a mouthful.

What I mean is you have a thank you page that thank you page has a URL, a unique URL and it has a Facebook pixel on it. When I want to create a custom conversion, what I'm going to do is I'm going to say to Facebook, Facebook, any time somebody lands on the page that is called shine and succeed.com forward slash list builders checklist. Thank you.

That is an indication that they have converted to a lead and because I have the pixel on there, they can be tracked. So just, I just want to repeat this again because I understand that this is quite can be quite an abstract concept. You're using the pixel that are on the pages and you're using the URL of the page that they land on. Once they've taken the action you want them to take, so they have converted to a lead, they've given you their email address.

Now they've landed on the thank you page and now you are calling them a conversion, but Facebook doesn't know that unless you tell Facebook that. So you set up a custom conversion using the URL of the thank you page and that is going to indicate to Facebook that there has been a conversion. There's a lot of training on how to set up custom conversions.

I'm not going to go into how to do this, but this is definitely one of the most important pieces you want to get right before you start setting up your ads, a setup, your custom conversion. Now, the one thing I get asked about so often is audiences. And that is the next thing we're going to look at. I want you to spend some time here and really think through who your target audience is and what the things are that they are interested in.

And in the past, I would say in the past we used to say get as specific as you can with your targeting. And that's not true today anymore to die. The algorithm is so good at finding people. For us, we actually want to try to not be very specific because if we are too specific, we narrow the audience down so much that the algorithm kind of struggles to find the right people and it struggles to give us that conversion, the repeated conversion that we're looking for.

Sometimes it's better to just keep it kind of big, keep it kind of broad but still make sure that you're matching interests to things that your audience will actually be interested in. So the first things you need to think about or things like their age, their gender and their location. And I recently saw somebody like literally take in the U S they just took the major cities and ended up narrowing down their audience so much that they couldn't find them.

And I've just said to them, why don't you just make it open as the U S the entire us? Huge. Use their age to narrow them down and then use some interests that they will be interested in and see if that helps. And it did help. It made a huge difference.

So I want you to think about wide open, big open interests. So a couple of ones that we've seen really good success with lately in the online marketing spice in the coaching space, in the business coaching space, anybody who sells personal development is targeting Oprah. That's been so successful because as soon as you put Oprah and the Oprah show and O magazine and those sorts of things in, you've got an audience of millions of people and because they're broadly interested in personal development, which is something most people who are into online marketing and into online promoting or into or if they're selling personal development courses or even the other one is Tony Robbins.

That works really well too. There's so big and so broad and actually so vague, but because they are so big and the chances of somebody being interested in that and also being interested it thing is if someone's interested in online marketing, the chance that they're interested in personal development is pretty good and they would kind of fall into either the Oprah category or the Tony Robbins category.

You know, if it's more of a female audience, they might more go into the Oprah category. If it's more of a male audience, then it might be more in the Tony Robbins category. So play around with these sorts of things. But also use your common sense. Like if you are a health coach and you work mainly with women who are interested in yoga, then you know the yoga journal might be an option. Or Lulu lemon might be an option as think about your, the values of your clients.

Think about the things that they are interested in and almost more importantly the things that they're not interested in so that you can really narrow them down. And then as far as audiences go, you definitely want to make sure that you're setting up your Facebook engagement audiences for at least 180 days. Instagram engagement audiences for at least 180 days and website visitors for at least 180 days. Those are your golden gooses. Those are your people who have shown interest in your social media. They've shown interest in your content, they're interested in your blogs, they're interested in your, in your podcasts, they're interested in everything you want to do and definitely also set up a custom audience of your current email list. That is a very important one too. So those are the audiences that you're going to want to go in and set up and think about and do this work before you open the, the, the ads manager so that you've got some good traction going with your audiences by the time you set up your ads.

The next thing you need to look at is the copy for your ads. So you are going to need a few different options for your copy. And when you sit down to write your copy, of course you're going to think about your ideal customer. You're going to keep her or him front and center of your mind and you are going to write for them in a way that is going to get their attention with the hook of the copy and then expand maybe on some pain points, maybe on some desires that they have. And just remember to keep your copy happy. Facebook likes happy copy.

You can imagine Facebook does not want us to remind people about their pine or their sadness or their overwhelm or their, whatever their negative feelings are. Because if we remind people about their negative feelings, what they do is they click away from Facebook and they go and search the web somewhere else and we do not want to lose our Facebook or Instagram viewers or the audience because we want to keep them there because then we can market to them.

So always keep your copy uplifting, focusing on the benefits they're going to get when they have taken your course or when they have downloaded your freebie or when they have read your blog post and then play around with both long copy and short copy. As some people like to read a lot. Other people don't like to read a lot. And this is kind of something that I find you learn what your audience wants and then after a while, if you've been doing long copy and short copy for a year and the only ads that convert are the short copy, then you know your audience isn't, they're not long readers, they just want it in a nutshell. So give it to them that way. But if you've been running ads for a year and all they want is to read your beautiful long paragraphs that you're writing because you're such an amazing writer and I just can't get enough of your writing, then that is the way to go.

But understand that you are going to need to taste both so that you get an understanding of what your clients need. So one tip that I wanted to give you that we learned the hard way is if you are writing a long copy, remember that on Instagram you're limited to 2,200 characters in your text. So you could end up writing this beautiful, beautiful long copy and have it more than 2,200 characters and then be completely stumped because you cannot put it on Instagram and it won't place there and they knew can't taste Instagram.

And specifically, if you are someone who's Instagram heavy, whose audiences Instagram heavy, that can be a problem for you. I have an example here of short copy. I've just been scrolling through my newsfeed to look at a short copy and long copy. So I can give you an example. An ad came up for Pinterest, which is interesting to me.

It's always, I find it fascinating when other social media platforms advertise their advertising on Facebook. Isn't that funny? Linkedin's done it. And now Pinterest is doing it too though. Pinterest ad says 300 million people use Pinterest to find what to try next. And the headline says, share your ads with the world. Little bit tongue in the cheek. I would say a 300 million people use Pinterest to find what to use next.

Share your ads with the world. In other words, they're shy saying, if you advertise on Pinterest, you are sharing your ads with more people. I love it. It's great. It's creative. It's too bad that Pinterest ads don't work very well for conversions. It works for traffic, but it doesn't work for conversions. And then I looked for some long copy and this ad came up in my news feed. It is by somebody called Allie Bjerk.

I don't know who she is. As she looked lovely and her ad was fantastic and I thought I would share this with you. And I'm going to read you this and I consider this long copy, but some people would consider it short copy, but I'm going to read you this and then you can decide for yourself the copy. SES. I love a deal, especially one with black Friday in the title. Yet as a coach, I generally recommend against discounting because competing on price is a race to the bottom where no one wins. But I digress.

Back in April, I launched live stream three 65 a content planning calendar with three 65 live stream ideas for just $27 and over 7,430 entrepreneurs and counting bought it, but from now until Saturday, November the 30th I want to sweeten the pot. I'm bundling my best selling live stream calendar, my 21 day visibility challenge and a brand new Instagram story system we've been building over at AB HQ.

This has been monumental here for not only my business but for all of the business owners who have purchased and taken action on my programs. They've all made huge strides too and I want to celebrate with you. You can get access to all three of these programs today for just $27 and solve all of your content and visibility needs in 2020. There you have it. That was Allie Bjerk's long copy. In my view, this is long copy. Some people would show this as short copied. What I like is she got their attention with, I love a deal, especially one with black Friday in the title and it kind of ran this ad ran today as I'm recording it, it's Friday the 29th of November. This ad ran about a week ago, so kind of before the whole black Friday rush started. So I liked that she got in early with this.

She got people's attention with the black Friday and I love a deal. She's telling, she's saying there's a deal coming up. And then I love the last line that she says you can get access to all three of these programs today for just $27 and here's the beauty, the benefit. This is the catch phrase, the beauty, the black finale, and solve all of your content and visibility needs in 2020. Now who doesn't want that for just $27. So she's done a great job here. And the other example that I wanted to use that is super long copy that I'm not going to read out here in the podcast today is basically any ad by the guys from traffic and funnels. So if you just look up the guys from traffic and funnels, you will get retargeted as soon as you click on anything of theirs.

They are crazy retargeters. And you will see their ads everywhere once you're done. And you will see how good they are at writing ridiculously long copy in some of their ads that just goes on and on and on. But they're fabulous copywriters and it's a delight to read their copy. So that is what I have for you on copy. You need to get your copy ready and have it written. Think about the body copy. Think about the opening hook for your copy. Think about the headline you're going to use. Think about using benefits as opposed to features and think about your customer journey and what is the state that they want to be in after they have downloaded your freebie and speak to that. The next thing you need to get ready before you start setting up your ad or your images, you want to create at least two options for your ads.

And maybe not more than that. We are starting to see more and more in the agency that lace is more in terms of options for creative. So we might have two images and two videos and just taste those and use those. But remember the purpose of your image is to stop people from scrolling in the newsfeed, stop their fingers from scrolling through. So your image needs to grab their attention. It needs to make them feel that they associate with whatever is in the image. And what we're seeing more and more is the more native you can make it look and feel, the better the ad performs.

The overly produced, overly beautified, very professional photos with lots of text in it is a working lace and lace and the more casual, more informal ad images are working better and better. So for your conversion ads, I want you to have at least two square image options and use those square images on Facebook and Instagram.

If you think about the old Facebook images used to be a vertical landscape format and that doesn't take up a lot of space in the newsfeed. If you're scrolling on your phone, if you're scrolling on your phone, you want to think about the portrait orientation cause that will end up taking up more space in your newsfeed. So to solve that challenge, we just use square images for most of our ads because we like using the auto-placement option and if we have a square image it just goes straight onto Facebook. It goes straight on to Instagram, takes up enough space in the newsfeed on mobile so that you can stop that scroll and really get their attention. And then you may also want to think of some image options for Instagram stories. Facebook has a really handy aspect ratio tool that you can download and I have hooked it up to a easy link for you to remember.

It's called the shine show.com forward slash image tool and you can just go to that URL and you will find Facebook's aspect ratio tool which tells you exactly how big images should be in the different placement options that you have on Facebook. Then you should also be thinking about video. You want to be thinking about long video and short video and you want to be thinking about what the different placement restrictions are in terms of your video. Now again with video, this is something that is kind of like lace is more the more casual you can go. The lace produced the lace, overly formatted and overly edited. You can go, you can get with your videos the better, but try different angles. Try to, I have, I had a client that did a workshop on movement and one of the videos that I had her record was her lying down on the floor and standing up during the 15 seconds that her Instagram story video was on that video performed like gangbusters cause it's a weird angle and then it gets into like a comfortable speaking position for the viewer.

And so it gets their attention cause it's a bit different but then you become comfortable because she's talking to you from a stent standing up position. So think about ways that you can get started with something that's going to grab their attention really quickly. A different angle, a different bright color, a movement with your hands or a movement with your body or something.

I saw Stu McLaren did an Instagram story video where he did a backflip into the swimming pool that I thought was just genius. It was just, it's funny, it's cheerful, it's happy, and if you only have 15 seconds and five seconds of that is taken up by, by doing a backflip, you know the rest of those 10 seconds you are going to listen to what he says because he got your attention. It's just beautiful.

Facebook has a video tool where it gives you all the information, all the techie stuff that you need for the length of videos you need to create and the aspect ratios and all those things that are quite complicated, but they don't need to be.

If you just grab your phone, hold it in portrait position, hit record and speak to your ideal customer, you should be okay. Make sure that you keep your videos that goes on the Instagram newsfeed under two minutes. You can now also upload up to two minutes of videos into Instagram stories ads, but on Facebook stories it's still only going to be 15 seconds and your videos on Facebook newsfeed can be super mega long so don't don't worry about the limitation there but try to keep it short, especially if you're going to run the video to a cold audience that my friend is everything you need to get started. This is your ingredients lists, so just to go over it again, you need landing pages, landing page software and an E and a CRM or an email service provider. Something that's going to deliver your lead magnet into their inbox and that's going to allow you to collect email addresses.

You need pixels set up on your Facebook account and placed correctly on those landing pages. You need your custom conversions set up and in place. You need to know which audiences you are going to target. Make sure you target a large audiences, millions of people.

For cold ads, you need to have copy written copy that are going to convert copy and a few different options. You need short copy and long copy and you need images, you need a couple of different options of images that's going to stop the scroll. You need video and you need some video. That is also going to make them double tag. Do a double take, look. Again, pay attention and listen for a few seconds to you. So there you have it. Now you have all the building blocks you need to get started with Facebook ads and put your list building on autopilot.

So I want you to imagine it's a year from now and you took what you learned here today and implemented it at only $20 a day. That's $600 a month you can get there. You can definitely get there and imagine for that $20 a day you got five people to opt into your email list every single day they need one year you will add 1,825 people to your email list and because you're sending out regular content to your list, those almost 2000 people will be primed and ready to buy when you launch your first or next online course.

So make sure you download the list builders complete checklist for setting up Facebook and Instagram ads where you can go back through everything and there's even more information in there than I've shared with you on the podcast today and go through it, set up your ads and let me know how you go getting started with your list building efforts.

Join me next week on episode four of the shine show when we're going to talk about why goal setting is not working for you and how you can change that.

Thank you so much for listening. If you had to fun, please come back next week and remember to hit that subscribe button so you never miss a thing.

Want to learn how to get your first list building ad up without wasting money?

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02. How To Get Started With Facebook Ads Without Wasting Your Money

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02. How To Get Started With Facebook Ads Without Wasting Your Money

10 December 2019 | By Salome Schillack

Want to learn how to get your first list building ad up without wasting money?

I asked my social media followers to tell me what their biggest fear is around getting started with Facebook ads.

Like a 1990’s boy band, they all harmoniously agreed that it is not knowing how to get started without wasting money.

On today’s episode, I will help you know exactly

  • what type of ad to start with when you’re just starting out
  • How much money to spend on that ad
  • How to know if it’s working or not
  • What you definitely do not want to do when you’re just starting out with Facebook ads
  • One surprising thing about running Facebook ads for list building that even experienced launchers need to know

When you’ve listened to the show, send me a DM on Instagram and tell me what you’re going to do to get started with Facebook and Instagram ads to put your list building efforts on autopilot.

Hello and welcome to episode number two of the Shine Show and today's episode is all about how to get started with Facebook ads without wasting your money.

Recently on a Facebook post, I asked my followers, I said, I'm curious what is the first thing that comes to mind when I say use Facebook ads instead of social media to build your email list and I want to share a few of the answers that I got from some people on Facebook. Jillian said, not knowing what's current based practice so as to not waste money. I totally agree with that. She said, lack of knowledge and lack of trust and they not being confident to waste money if I can't work it all out successfully. Totally agree with that. Kate said, fear of wasting money. I see a pattern here. Do you guys see it? Melanie said, "money!".

And then I asked her what about money? And she said lots of fear around how ensuring you're doing it right so you don't waste money. So you see the same thing comes up over and over. Alicia said money. And again, I asked her, what do you mean by money? She said putting money in and not being confident enough with Facebook ads to know if I can make it a good investment. So my friends, you see the train, you see the pattern here.

People are incredibly fearful of giving Facebook their money and I don't blame them because here's a scenario I'm sure everyone is familiar with. You put up an amazing post on Facebook and it goes viral, kind of inside your community. Everyone loves it. And then Facebook gives you that little tempting button that says, ah, this post has performed better than all the other posts on your feed.

You can boost it for $20 and reach 20,000 people. And of course, the first, you're incredibly excited about this, and it makes you feel so good and exhilarated. So you hit the boost post button and then the next day you wake up and you get that sinking feeling because you realize you have just wasted $20 on Facebook ads because you gave Facebook your money an emotional place instead of from a strategic place. But here's the thing. How are you supposed to know what that strategic place is if you don't have the strategy in place or the skills to then build out a successful Facebook ads campaign so that you can measure your results and actually know if it worked, if it didn't work, or just know how to interpret the results you got so that you can then make decisions and turn it into an ad that actually gives you a return on investment.

So I totally understand what you guys are feeling, Julian newish. Kate Malani. Alicia. Melanie, I think that's Melanie. I totally understand what you guys are feeling here. So on today's episode you are going to learn how to spend your first $5 on Facebook ads and what the result is realistically that you can expect from spending $5 a day on Facebook ads. We're also going to explore when the right time is to start using Facebook ads to build your email list. So if this is something that you have been dying to know and you are one of these people who responded to my Facebook post or you feel like the people here they in, stay tuned because this episode is for you. When you get started with Facebook ads, there is one very important strategy that I want you to understand and this is a strategy that runs throughout every single thing you're going to do.

Now when I say strategy, I mean I really mean a bigger picture plan as opposed to tactics which are more implementation based things. Tactics tend to be what we do. Strategies is more the why we do it and how we do it and how it fits into the big picture. My friends over at digital marketer created the customer value journey is what they call it, and it's, it's, it's a, it's a strategy. It's a principle, a marketing principle really that's been around for a very long time, but they've just given it a cool name and created a template that you can use and you can check out the customer value journey@digitalmarketer.com forward slash blog forward slash customer value journey.

What the customer value journey really is about is it is about deliberately and consciously creating a marketing journey where you're taking your ideal customers from the first moment they meet you, that hello moment, the moment when they lock eyes on you and they go, wow, who's that?

I need more of that in my life. So the first moment of engaging with you, of seeing you for the first time and you getting their attention to then becoming a subscriber on your email list. So the stuff that they see on on Facebook, on Instagram, on YouTube, on social media, on your podcast, on your blog, on your video blog, that is so good that they go, I need more of this person in my life. I'm going to subscribe to their email list and make sure that I don't ever miss a beat of what they have to share it with me. And then the next phase of the customer value is the point where they convert to a sale. So we've got engage, subscribe, convert. Now digital marketer has a few other things in there, but I have simplified it to engage, subscribe, and convert.

And in a an online courses business or a digital courses business, you can think of it as engagement is what usually tends to happen in our free content. We engage people with our Instagram posts, we engage them with our Insta stories, with our Facebook posts, with our Facebook lives, with our podcasts, our YouTube channels. Those are all engagement sort of content.

Then we create a freebie and awesome freebie list builder, a lead magnet, a checklist, a cheat sheet, a blueprint of some kind, an ebook, something that's going to give them a slightly bigger win, slightly bigger result that will get them, get them a little bit more traction than what we can get them on social media alone. And so they want that and therefore they are willing to offer up their email address. Now while they're offering up their email address, they're also offering up more of their attention and more of their time.

So the subscribed phase of this is where we add value to them through some kind of a freebie that we give them. And the convert side of this, this is our live launches, this is our webinars, our three part video series launches, our five day challenge launches, our live launches, anything that is a, I call it a sales mechanism, an event we create that starts with some kind of a value, content based value we give them and results in them handing over their credit cards and purchasing our program.

So in a nutshell for digital course creators, we go from engage to subscribe to convert and there are journeys within our journeys. It's like Russian dolls. We can create journeys within journeys, within journeys. It's a bit of a mind band, but we get to do that and the better we get at building these customer value journeys, the better our sales results are and the better our connection with our audiences is and usually when a client works with us and we see the client's ads struggle to work, one of the first things we look at is have we created a good enough customer value journey where the clients are taken on a deliberate pathway that goes from engage to subscribe to convert.

Now on today's podcast, I am going to be talking to two people who are in different places in their business. The one person specifically that I want to speak to today is my list builders. I love my list builders. List builders are people who have been building their audience. You are social media foodie and you show up on social media every day, or at least five days a week adding value to your audience. You are creating weekly blogs or video blogs or podcasts, and you're adding value to people. You're getting to know and understand the pain points of your audience. And perhaps you're still working on your online course, or you've already created a course and you're making tweaks and changes, but you're somewhere in the starting points of building an audience, building a following, getting in front of people and and showing them what you have to offer.

So stay tuned. If you're a list builder, I'm going to teach you how to get started with ads.

And then the second type of person that I am going to be talking to today on this podcast episode are my live launchers. Now, my live launches are people who already have some kind of an email list going and you already have your regular weekly content and you're in the, in your, like you've kind of found your groove. And every week your podcast episode comes out, your blog post comes out, your video blog comes out you have an offer. Maybe two offers could be a membership and a mastermind or maybe it's an online course and a mastermind or something of that sorts. And you launch a few times a year, you're getting about six figures income from your live launches and you are probably feeling a little bit stressed because you need to build your team and scale your business and you're not 100% sure of what exactly is working, what is not working.

But I'm going to help you start getting some predictable results with your ads today too. So the third type of person that we deal a lot within the agency are the scalers. Scalers are people who have already reached maybe the high six low seven figures. And you just want more consistency in your results. You just want to be able to rinse and repeat your live launches and make the small tweaks that are going to get you the big results so that you can grow and scale your business more predictably and actually strategically by growth for your business with paid traffic.

My scalers, I'm going to invite you to stay tuned because I'm sure you're going to learn something, but in episode five entitled the 10 key questions to ask yourself before your next live launch. I'm going to dive deep into this for all of the scalers so that you know what the most important things are that you need to look at if you want that consistency in your business so that you can predictably by growth, which means if you know how to predictably by growth, you can basically say, I want to make $10 million next year, and if you have your numbers in place and you know your conversion rates, there's no reason why you can't do it by me.

Okay, so let's get started with this customer value journey for list builders. Anyone who is just starting out building an audience, getting free content out there and hasn't really run many Facebook ads yet. Where do you start and is it even possible to start with $10 or $5 a day? Right? So you are going to want to start with engagement ads. And there's a reason I say this and the reason I say this is because you probably perhaps don't have a huge budget for Facebook ads. And like all of my friends at the start of this that I mentioned at the start of this podcast, you are really scared of wasting money. Now you guys will remember in February, I hope you remember, maybe it's just me, maybe I'm the only one who paid attention to this. But in February nine 2019 in February, 2018 Mark Zuckerberg came on the air on the waves and said something to the sorts of, the algorithm is completely changing and from now on we will only be favoring the content of friends and family because that's what people are interested in and they just don't want to see the promotional material.

Marketers are constantly putting in front of them. And we want to keep the newsfeed a happy place. We want to make sure that our viewers, our engagers, our scrollers stay on the platform. So marketers be gone and friends and family come in their place. And what Mark was really saying is he wants engagement. He wants the people who are looking at our content to really engage with it, which is great because when people engage with our content, that means that we've hit a nerve. It means that we have hit a point where they love what we've got. They're laughing, they're liking it, they're sharing it with their friends, they're hitting a like, like button. They're commenting, they're getting involved. That is the juice. That's what we want. That's the gold. That is a two way conversation instead of a marketer dumping one way staff onto an audience.

So what Facebook really is looking for is engagement on all of our accounts. And I can confess this to you guys. While I was growing the agency, I never did a lot of social media. I never posted, I never ran ads for myself. And my account became completely dormant, like stagnated. Really bad mojo was going on there and then when all of a sudden I started running ads again cause I was promoting something, I was getting insanely high conversions. It was like a running uphill. It was just impossible. I looked at my client account and I'm like, but they're not struggling.

Why am I struggling so much? And I realized it's because there's no engagement going on in my, on my accounts. And since then I have started running engagement ads on for my own account and we as a rule run engagement ads for all of our clients in the agency because the clients that I've worked with for two, two and a half years, I have noticed that their conversions come down.

The cost for them to get a lead is lower now than it was two years ago if we have consistently been running engagement ads. So here's the thing, engagement ads is not a strategy that's going to give you a return on investment tomorrow. It is the long game. It is basically just giving Facebook what Facebook wants so that you do not end up paying an arm and a leg for conversions. And the beauty of it is, what I've found is as soon as I start running engagement campaigns, my engagement goes up and that's what we want for social media. Nobody likes speaking into the void. Nobody likes talking to a big black hole.

So when you put something up on Facebook, when you put something up on Instagram and you've got engagement ads running in the background, all of a sudden magically your audience comes alive and they start engaging back with you.

So what I want you to do, go and do right now, is to start running your based social media posts. And you don't have to choose many. You can choose one or two and just run them as engagement ads to a cold audience for $5 a day, ongoing ad consistently that's going to cost you $150 a month. If you compare that to some of the subscriptions that you've seen, you know that subscription programs that you're on, like Kajabi and lead pages and Canva and you name it. We have so many, like I go through mine every so often and I just ended up canceling three or four every time I go through it. Think about where you can like save $150 a month and maybe put that towards just running engagement ads on Facebook and Instagram to a cold audience so that you can start building up the mojo on your account.

What you'll see happen is you'll grow your following faster. You'll have a lot of warm audiences to retarget when you are finally ready to start building your email list and your ad account will build up that good juicy mojo so you don't start from scratch with conversion ads that are going to cost you a fortune to get people onto your email list. So start small, start with engagement ads, run them consistently low and slow in the background all the time. You are going to thank me for this and please, if you do do this and you see some magic result happening, let me know. I want to hear about this because I firmly believe in this and I see this over and over and over again in our client's account and I'm seeing it in my own account too. The sooner you can get used to spending money on Facebook ads, the better off you will be.

So start with is $5 a day. This is kind of a mindset shift that I really want my newbies to make. You have got to start thinking about Facebook ads as a monthly budget item as soon as you can. Trust me, it is not easier to start spending $1,000 a month on Facebook ads when you haven't even spent $100 a month. So just think of it as a necessary investment in your business. It's one of the investments that is going to pay off the in the most generous way and it's one of the investments that you will see. Mike, the biggest impact on your bottom line because let's face it, we need Facebook and Instagram ads to grow our digital course businesses. Now, once you are selling your course and you're making a bit of money, then I want you to start moving to the subscribed phase.

So remember we have three phases, engage, subscribe and convert. Then I want you to move to the subscribe phase where you're going to take your awesome freebie, your lead magnet that will help them get a quick win and you're going to use that freebie to grow your email list. And while you're growing your email list every single week, you're blogging or podcasting or video blogging to add value to that email list and you're building your relationship with that email list. If you're still working on your online course, you're still building that course.

Then this is one of the most important things you can do because while you're building your email list in the background, your free content is nurturing those people. It's building the relationship they're going to, they're going to engage with you or have a two way conversation with you and they're going to come back to you and tell you exactly what their pain points are and what the outcomes are that they want.

And that's the stuff you're going to use in your sales copy. So that's why it's important to keep this weekly content going while you are working on your course and then build your email lists. Now the question is how much should you spend on building your email list? And the short answer is spend at least $20 a day. And here's why I say that, and this is a bit different to what we used to say a couple of years ago. And that's just because the algorithm has changed so much and the algorithm has matured. So now the algorithm is really good at going out and finding you the conversions, the peel, the people who are going to convert to your subscribers, but what the algorithm needs in order to convert those subscribers are people who are the right fit for your conversion. And the only way that the algorithm knows that these people are the right fit is when there are conversions.

So it's kind of conversions beget conversions and let's just say, let's just assume for a second that your conversions cost $5 each, which is not a horrendous amount in the digital courses spice, but it's also not insanely cheap. So let's decide. Costs you $5 to get one person on your list. You're going to get four people a day from $20 a day in ad spin. Those four people are going to give the algorithm enough juice, enough detail, enough information about the people who are likely to convert and the algorithm will vain optimize faster and you have to keep your ads on for at least three days to get that algorithm really dialed in and then just keep it running. If you've, if you have a winner and it all works, just keep it running at $20 a day. Keep going. Do not stop at $20 a day.

You are spending $600 over the course of a month. Now if you think that is an insane amount of money yeah, if you're not making any money in your business yet, maybe it is, but I would encourage you to sell something and put that money towards list building because your email list is going to be the thing that is going to make you money. So if I told you that you can put in six, $700 for a few, six or $700 for a few months into Facebook ads, and then when you launch, you have a launch radio list, wouldn't that motivate you to get going faster? Wouldn't that drive you to make that offer sooner to get that webinar done, to get those three part video series recorded to make even a small offer to see if they want to convert? I am sure that it would.

So that is how you move to the subscribe phase and you get started. Now the next phase is the convert phase and the convert phase is the phase where we are launching. So for those of you who are just list building at this stage, you are not going to run any convert ads. And if you do, if you do go into a launch, the only convert ad that I want you to do to run is a retargeting ad to people who have been to your sales page. These are relatively inexpensive because those audience tend to be quite small. So you're just going to set up an ad that retargets people who've been to your sales page to remind them to come back and buy your thing that they were interested in. So, but, but you're probably mostly gonna use your email list for conversion strategy.

Your conversion will happen in an email sequence or something like that. Probably not a webinar, a three board video series, or a challenge or or, or any of those bigger launch mechanisms. So that refrains is how you get started with Facebook ads if you are a list builder without wasting your money. Now let's look at how to get started with Facebook ads without wasting your money.

If you're a launcher, and I know this might be a little bit of a contradiction to say you're a launcher, but you're also starting out with Facebook ads. But here's the thing that I see a lot is there are a lot of launchers out there who are making six figures from their launches, but they've been around for a while and because they've been around for the while, for a while, they started out when it was still possible to run ads only during a launch and not the race of the year.

And now they're looking at me saying, why are my launches getting smaller and smaller? Or why am I getting the same result with my launches? Even though I'm spending more on ads? So if you're a launcher and this is resonating with you, then this is for you. This is how you start ramping up your ads without making any, without losing money on Facebook ads. So for engagement ads, you're going to do the same thing, the exact same thing as the list builders. You're going to choose a handful of your based engagement ads. Those ads that show your values, that show what you stand for, that demonstrates something about the, the solution that you have. And that showcases your, your beliefs, your values, the intangible things. Like it's the things that makes people feel good or it is the beliefs that you can draw a line in the sand and you can say, I stand by this no matter what.

It's polarizing. It's maybe it's, it will divide people into either they love you or their height, you they either become your followers instantly or they talk about you because they don't like you, which is also good. But just pick some of those engagement ads that have performed really well on social media and start running those. Now, are you going to start with $5 a day?

Depends how much profit you have in your business. If you have a good profit margin, you might start with $5, but I would encourage you to go a little bit higher. The more you can spend on engagement ads, the more warm audiences you will have in your business. The more people you will have that have had multiple touch points with you before you make an offer. So that means lower conversion costs when you list build lower conversion costs when you launch.

So start with your engagement ads as soon as possible. Use the ads that use the posts that have performed based on social media and run them to a cold audience. Then when you switch, then when you go to your subscribe ads, you are going to run these. Now I have to put my, I have to put my like school teacher hat, my angry mom face. I have to put my angry mom face on my angry mom face to all of my launchers. You have got to build your email list with Facebook ads 12 months of the year capeesh the only time you're allowed to switch your list building ads off is when you are in a launch and you might compete with your own list building ads during your launch. That's the only time you're allowed to switch your list building off. So in between launches, you can run all the list builders you love, all the realist builders that you know add value to your audience, but keep the customer value journey in mind.

You want to keep in mind what promotions have you got coming up down the track and run list builders that's going to start that conversation, the conversation that's going to end in a conversion in a sale at the end of your launch. And then when you get into about eight weeks leading up to your launch, you want your list builders to line up perfectly with your launch and with the offer you're making when you open your doors.

This list builder, as Amy Porterfield always says, has to show your ideal client what they have to know, understand and believe to be in the perfect place to purchase your course. So just think about this for a moment. Has the list builders you've been running in the past being the entry point to the conversation that ends in your ideal customer? Knowing, understanding and believing that they're in the right place to purchase your course.

And if the answer is no, then why are you running that list building ad and why are you spending money on it? And sometimes what I've seen is people would say, yeah, but it leads into some tiny little sale that you know, a $20 sale and there's $20 sales are doing well. And so I'm just keeping this thing running because it's a $20 sale, my friend, you are counting pennies while you're leaving the dollars on the table. What's that expression? I think I totally messed up that expression just now. But you know what I mean?

When you're not in launch mode, you need to spend at least $20 per day on list builders and when you are in prelaunch, push that up as much as you can. Then your budget allows. And then of course when you go into launch mode, you got to have a healthy budget to get enough people on that webinar to get enough people on that three board video series to get enough people into the challenge or the live launch.

Make sure you have a healthy budget. But when you sit down now and you do your planning for 2020 think about distributing your Facebook ad costs to be between 10 and 20% of what your revenue goal is. So we are often very, it's very easy for us to go, Oh, I'm gonna make $1 million this year, but what percentage of that million dollars do you want as profit? And then what percentage of that million dollars are you going to have to spend in ads to make that million dollars? And I'm willing to bet if you want to make $1 million, then you're going to need to spend between a hundred and $200,000 at least on Facebook ads. So how does that pan out in your 12 month plan? How are you going to distribute that hundred or $200,000 over the course of the next 12 months so that you hit that million dollar goal? You are not going to know these things if you don't know your numbers.

So that is why it's so important to look at your customer value journey. Go back and see how much it is costing you to get in front of new people, to get them on your email list and then to convert them.

There you have it. That is how you engage people and then subscribe people to your email list and get started with Facebook ads without wasting your money. Now if you are thinking Salome you did not cover the convert phase of the customer value journey, then you would be absolutely right and that's because is a major topic and the topic lends itself to the live launchers and also to the scalers and the people who have high six figure, maybe low seven figure businesses who are looking to buy growth for their business in a more strategic and more predictable way. In episode five the episode is entitled the 10 key questions to ask yourself before your next live.

We are going to dive very deep into how to create customer value journeys using Facebook ads during a live launch. And that is definitely for you if you are a launcher, someone with a six figure business doing live launches or if you're a scaler, if you have a high six low seven figure business and you are just looking for a way to more predictably grow your business and by growth from paid traffic with your business. So if you've enjoyed this episode, I have a free gift for you. You can download a special guide to accompany this podcast called the three types of ads. Every course creator needs to have bigger launches and grow and scale faster. And in that little ebook you're going to learn exactly how to create high converting engagement and list building ads and more. And it also has a really handy swipe file of some of our favorite ads that demonstrate good examples of engagement ads and good examples of conversion ads. And you can go to www.theshineshow.com forward slash zero zero two to get your copy of three types of ads. Every course creator needs to have bigger launches and grow and scale faster. That is it for to die my friends. Thank you so much for joining me. Go and grab your freebie three types of ads every course creator needs so that you can have bigger launches and grow and scale faster.

We'll see you again next week. Have a great week everyone. Bye. Thank you so much for listening. If you had to fund, please come back next week and remember to hit that subscribe button so you never miss a thing.

Want to learn how to get your first list building ad up without wasting money?

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75. 5 Numbers That Tell You Your Ads Are Working

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75. 5 Numbers That Tell You Your Ads Are Working

27 October 2020 | By Salome Schillack

Want to learn how to get your first list building ad up without wasting money?

I have this little knack for reading people's minds when it comes to a very particular subject: Facebook ads.

I'll read yours right now, through the screen. Ready?

If I say to you, "Put money into your Facebook ads campaigns to grow your audience and sell to them effectively." I BET you're thinking...

"Sure, I would, IF I knew that it was going to work."

And you're smart for thinking that way. Because why sink so much money into something if it's just making you feel like a crazy person throwing spaghetti at the wall to see what sticks?

Nope! None of that here. Now if I say to you, "What if I could tell you exactly what you needed to know to tell if your Facebook ads were working?"

Then I bet you'd be thinking, "YES PLEASE!"

Here you go. Tune in to today's episode to learn the 5 numbers that tell you if your ads are working. If you're an online marketer about to dive into Facebook ads with both feet, you need to listen to this episode so you know how to do it successfully.

Once you've listened, be sure to send me a message on Facebook or Instagram with what you think of the episode and leave me a review wherever you get your podcasts.

Hello and welcome to episode number 75 of The Shine Show. In today's show, we're going to look at the five numbers that tell you if your ads are working.

Recently, my family and I went on a two week vacation and I have to be honest and say that the first few days was pretty hard for me to relax. I have already told you, if you've listened to some of the episodes, I've told you that in the month of August, I kind of felt like my brain was broken and that I could not string two words together properly. I couldn't string two thoughts together.

I knew I needed a holiday and I knew I needed to relax. I also know that before COVID happened, I never ever used to read the news or listen to the news. And then as COVID started to unfold, I started craving news and I think it's just our brain's way of trying to control things, raving information, searching out information in an attempt to have all the facts so that our brain can fool itself into thinking that it is in control, which of course we are never in control.

I found myself struggling to relax while I was on holiday. And I made a decision to delete Instagram, to delete Facebook, to delete my email app. I was even considering deleting Safari off of my phone so I couldn't get hold of the news.

Luckily, my self discipline kicked in and I prevented myself from checking the news. But I found myself, even though I deleted Insta and Facebook and wasn't checking news and wasn't reading emails, I still... It's like it left a ginormous gap in my mental space which I kind of slowly needed to ease out of. And it felt like torture sitting there next to a beach, next to a swimming pool, sitting there. I would read my book for a while and then my brain starts going, "How about we check the news?" And I'm like, "Nope, we're not going to check the news."

"How about we check Facebook?" "No, we're not going to check..." "How about we check Instagram?" And then I would watch something on TV and then my brain goes, "How about we check the news?" And it just continued like that for about a week. I made a decision that I'm just going to ease myself into it. So I downloaded one of these quest games.

I downloaded a game called Murder in the Alps and I started playing the game. And initially I felt incredibly guilty for lying on my back playing a silly game on my phone, but it was exactly what I needed to keep my brain from jumping back into work mode and jumping back into searching for news mode.

Now, the way that murder in the Alps work is you are the main character and you arrive in a hotel in the Alps in the middle of a snow storm. Don't ask me how she got there, but she got there. In the middle of a snow storm, she arrives at a hotel only for the hotel owner to tell her that a murder has just been committed. It's a little bit Angela Lansbury, Murder, She Wrote because this lady is like everywhere she goes, people get murdered and she has to figure out who did it.

So she has to follow the clues and figure out who's the murderer before more people get murdered and every single morning she wakes up, there's been a new murder. Now, the thing with this game is you don't have all the information at the start. Each time before you get another piece of information, you have to go to a scene and inside this scene, play a little hide and seek game. Like you get a list of 10 things and you have to find these hidden objects in the scene.

And once you have found all 10 of the hidden objects, then one of those ten things is going to be useful to you in uncovering who the murderer is. This was perfect for relaxation and I spent hours playing and eventually I started relaxing and my craving for news and social media started to die off and I was able to switch off.

I highly recommend that by the way. Take Facebook and Instagram off of your phone and stop checking news. It's a mind bugger for the first few days, but I feel freer than ever and more relaxed.

The reason I'm telling you about my game is because I think Facebook ads can be a little bit like a murder mystery game sometimes. You watch as the blood flows out of your bank account but you haven't yet found all the clues to know exactly who it is that murdered your leads.

Am I right? You need to solve a few mysteries before you're going to know exactly why your ads are tanking, which results in your bank account getting drained like blood flowing out of one of the murder mystery characters.

You need to find the clues first and to die on the show, I guess I am going to share with you these clues so that you know when you look at your ads and you see a murder has been committed, you are able to go and search for the micro clues to figure out what has gone wrong.

The first micro clue, the first number you want to look at is what we call the CPM. The CPM stands for the cost per 1,000. Apparently, M is the number, the Roman numeral for 1,000. I didn't know that until I started working with ads. So CPM stands for cost per 1,000.

And here's the thing about CPM, is Facebook is kind of protective of their newsfeed. And they only make impressions of ads in people's newsfeeds if they believe the ad is good quality. If Facebook feels that your ad is not great quality, then you pay for it in terms of your CPM because they simply don't show it to as many people.

You might end up paying $20-30-40-50 to reach a thousand people. So in other words, to get your ad shown to in a thousand newsfeeds, whereas if you have a good ranking in your account and you have a good ad, then Facebook will show it to more people because they see people respond to this ad, people react, it gets a reaction, people like it. And so then they are more eager to show it to their audience because remember their audience are the eyeballs that are watching and they don't want to show bad ads to their audience.

So how does Facebook know if an ad is good or not? There's a few ways. One of those ways is engagement. Now you have heard me talk about engagement so many times that by now you should understand that the currency with which Facebook measures the quality of our ads is always engagement.

Because remember, Facebook wants content from friends and family, which means they want content that invokes emotions, that people like, that people share, that people comment on. So they want engagement. That's how they measure it. That's one way.

And there can be engagement on your actual ad and that will help you, but there's also building engagement on your account. And you do that simply by running engagement ads to your cold audiences, which then stimulates the engagement on your overall on all of your pages, your Facebook page, your Instagram account, stimulates the engagement on your account, brings up the quality of your account and Facebook goes, "Yeah, this person creates great content. Let's put this in front of more people." So you're using engagement ads to build up your account mojo.

What you should be aiming for in terms of a goal for your CPM is somewhere between $10 and $20 and make sure that you're giving Facebook large enough audiences to find people who will convert. So large enough, I mean, 2 million and more.

(10:26):

You will find that when you're running ads to your warm audiences, your CPM might be higher. It might be $40-50-60-70 and that's okay, because remember now you are looking for leads in a much, much smaller pool so Facebook has to work harder in order to get you to a thousand impressions.

If there is only a thousand people in your audience and you're trying to get conversions, you're going to pay a lot more to get in front of all those people than when there's millions of people and the algorithm can literally easily find thousands of them to put your ad in front of. Keep that in mind, your CPM will be higher for warmer audiences but aim for the cold audiences to get it between $10 and $20 and try to get your audience bigger than 2 million people.

That way, the algorithm has a better chance to get those people for you. Number one is your CPM, your cost per 1000. The second thing you need to look at is the cost per unique link click. What that means is if we talk about link clicks, it means Facebook is measuring the number of people who clicked the link in your ad either on the call to action button or in the copy of your ad.

We look at unique link clicks because it's possible for someone to click multiple times in the same ad and that's not useful to us. And we also ideally don't want to pay for people who click on our stuff over and over. We want to look at unique link clicks because that tells us how many unique people clicked on the link. So they read the ad, they responded to the ad and then they took the action that we wanted them to take.

Now, in order to see cost per unique link click, you may need to customize the results you're looking at in the ads manager. Facebook defaults to showing us the cost per link click when we sort our information to show us performance and clicks. But we are not looking for cost per link click because it includes anyone who clicked multiple times. We want to make sure we're looking at cost per unique link click and your goal here is to aim for anything between 50 cents and $2 really.

It's harder here to say exactly how much you should aim for because it's possible that you could pay $2 to get someone to click on your ad, but it's the perfect person. And if your landing page converts at 80%, you end up paying maybe $2.50 for that lead but your click is more expensive and that's okay as long as you know you have the right audience.

The second number to pay attention to is your cost per unique link click.

Number three is your link click-through rate. What does that mean? That means that out of the 1,000 people who's newsfeed Facebook put your ad in, so in other words, out of the 1000 impressions you got, what percentage of those people clicked through from your ad to your landing page? That number to me is more important than the cost per unique link click.

The link click-through rate should be at least 1%, because what that means is out of a thousand people, at least 10 of them clicked on your ad. You can imagine if you're paying to get in front of thousands and thousands and thousands of people and only 1% of them are clicking on your ad to go to your landing page and then your landing page is converting at 50%, that means if your CPM is about $10 and 1% clicks on the ad, that's 10 clicks you get. So now you're paying a dollar per click.

Then you hope your landing page converts at 50% and now you're paying $2 per lead. That's how you can kind of work it out. But if this is to you just remember link click-through rate is the percentage of people who saw your ad, who is also clicking on the link. And keep the numbers in mind, you want it to be above 1% because 1% out of a thousand is only 10. That's not a lot of people.

You want to make sure that you pay attention to these numbers and get them as high as possible. And the way that you increase your link click-through rate is in two ways: either you are going to improve your copy so that your copy is clear and tell people exactly why they should click on your link or you're going to look at your targeting. Your targeting and your copy should be a match.

If you're targeting the right people with the right message, you're going to get a link click-through rate higher than 1%. If you have the right message and the wrong audience, that's not going to work. If you have the wrong message and the right audience, you're still not going to have a match there.

Link click-through right, 1% or more and it's an indication of the match between the copy in your ad and the audience that you're targeting. It's an indication of how well they respond to it.

The next number you need to be paying attention to is the landing page conversion rate. This is the rate of people who clicked to your landing page, what percentage of those ended up as leads. And you work this out with the calculation, the number of leads you have over the number of landing page views.

And again, you can go into the ads manager and customize the columns where you're viewing the results of your ads and just type in the customization lending page views. And Facebook brings up the actual number of people who looked at your landing page so long as that page has a pixel on it.

So then you're just going to go, "How many people opted in for my freebie or my lead magnet?" And divide that by the number of people who clicked on your landing page and you have the percentage that your landing page is converting at. And your goal here is to aim for about 45 to 50%.

I have a landing page that is filled with testimonials from happy clients and that landing page converts at 80%. It's so good because we have a retargeting ad set up to re-target people who did not opt in and that retargeting ad is not even getting any traction because that landing page converts so well.

So here's the hot tip for you, if you want to increase conversions on a landing page, include some testimonials from some of your happy students in there.

Then there's finally two other magic numbers that I want to share with you that you need to make sure that you're checking. The one is $25 per day. If you're running any kind of list building ads, any kind of lead magnet ads, you need to be spending at least $25 a day. And here's the other magic number: three days.

You have to leave the ad alone for three days. Make sure you don't touch it. Don't come in and check it every time because you are going to drive yourself crazy because it goes up and then down and then up and then down in those first three days and by the end of the three days, if you have spent $25 each day and you have the right audiences, you should have a favorable result. But don't make a call about your ads until they have run for three full days.

Now, if you are using campaign budget optimization or CBO, as they call it and as I teach my students to use, then also make sure that you only have one ad set per campaign. And the reason we do that is because when Facebook is distributing that money from campaign level and you have multiple ad sets in that campaign and those ad sets are not all created equal, then the money from campaign level is going to be distributed into the ad set that will get the fastest result. You are no longer creating a split test, you are in fact just making the algorithm choose a winner faster.

And we don't always want that to happen. Sometimes we want to make sure we are comparing one audience to another one and you need to compare them for a full three days, each one in its own campaign with its own budget set at campaign level so that you can actually compare apples with apples.

All right. That was a lot of stats. I haven't done an episode where I go through geeky numbers like this in a while. I hope you've been taking notes and if you haven't that's okay because you can go always go to our show notes page at shineandsucceed.com and you will find the show notes where we have all these numbers for you there.

To recap, you're going to look at your CPM, your cost per 1,000 impressions and you want to aim between $10 and $20 there. You are going to look at your cost per unique link click and anything between 50 cents and $2 is acceptable.

You're going to look at your link click-through rate, which should be higher than 1%. You're going to look at your landing page conversion rate, which you want at least 45% but aim for more and then you're going to make sure you run your ads at $25 a day for a minimum of three days.

Now, remember just like all those little clues I had to find inside my murder mystery game, it's not the micro games inside the game that matters most, it's finding the killer that matters.

Just like with ads, I want you to use these micro numbers to tell you the bigger story. Let it help you narrow down where the problem can be. But if you're happy with your lead cost and you're getting a good result, then you have no problem. Then don't mess with it and don't get too bogged down on finding clues for things that are actually working really well.

Now, I hope that that is going to get you started with your list building ads. I want you to go and create your own list building ads, get them up and if you don't know how, you can use the free five day video training we have to show you how to get your first list building ad up in just five days and you'll find that at shineandsucceed.com/getmyadup. Or you can just go to the show notes of the show and you'll find that link there as well.

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.

 

Want to learn how to get your first list building ad up without wasting money?

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72. How To Make Money with $7 Sales

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72. How To Make Money With $7 Sales

06 October 2020 | By Salome Schillack

Want to learn how to get your first list building ad up without wasting money?

​Have you seen those mini $7 offers floating around and thought to yourself, "How is anyone making money from that?"

This tiny sales are really all the rage these days, and just like everything else trendy, some people will pull it offer better than others.

Tune in to this week's episode to find out:

- what you need to know before you get started

- how to actually make money (it's a secret that might not be what you expected!)

- which Facebook ads you need to run

- how much to spend on your campaign

- and the system you need to put into place for success.

Today we're going to talk about those little, teeny tiny $7 offers everyone is seeing on Facebook and Instagram, and I'm going to teach you how to make money with your $7 sales ads.

These tiny offers and mini sales are really all the rage these days. And like most things that are all the rage (like giant wavy fringes in the eighties, wearing midriff tops in the nineties, or TikTok right now) it is something that a lot of people are going to try, but not everyone will pull it off quite like Melanie Griffith, Tyra Banks or Jason Derulo.

So how do you successfully sell a $7 mini course to a cold audience using Facebook ads? The first thing you should be sure of before you start running these $7 ads is you need to know where to find your audience before you start running these ads. We had this conversation in The Launch Lounge the other day about these $7 offers and someone was struggling to get their lead magnet ad cost down. And so she asked me if it would make more financial sense for her to run a $7 offer, where at least when someone opts in, she makes a little bit of the money back instead of a free lead magnet. Seems like a really good logical conclusion to come to.

And we looked at her lead magnet and the ads, and it became clear that she hadn't quite nailed her offer for her lead magnet yet, and was still a little bit unsure of how to write the copy for the ad that would entice her ideal customer to click on the ad and go to the landing page and then opt in. So while it seems tempting to want to create a shortcut to making money with these tiny offers, what these offers don't do is they don't help you better understand how to make an offer to your audience that is going to convert.

You get to do that very inexpensively when you use engagement ads to see what resonates with your cold audiences or when you're running list building ads, and you get immediate feedback on your offer simply by looking at your ad results for your lead magnet. So you have to know where your audiences are and you have to be fairly confident in knowing how to speak to them and make them an offer, before you want to run any of these $7 offers and replace one of your lead magnets with them.

The second thing I would love you to understand is that you're not going to make money with this $7 offer. In fact, you're probably going to lose money on the front-end. The money in these offers are in the up-sells. The way that these offers make you money is in that there is an order bump immediately when you click on the buy button. What that means is that there's a little checkbox below, usually below the buy now button that says something like, would you also like X, Y, Z fabulous thing for $17? And you just tick the box, yes or no.

So you click that button and it takes you to an order form where you check out and once you hit the thank you page, after you've bought this first thing, you are then offered another up-sell. And this could maybe be some amazing resource that you're getting offered for say, $47. And because you've just bought something, your credit card is quite hot right now, your buy finger is on a roll, you add the $47 thing to your cart. And once you've added that to your cart, then there's another offer for $97. And this thing could be so incredible that you want to buy this as well. And if you decide not to buy it, then you go into a down-sell. So then there might be an offer for a $67 thing. And so it goes.

And I will have to confess and to be honest, that I have followed one of these funnels down the track, starting from a $6 book sale, all the way to buying someone who I've been wanting to learn from for a long time, buying that person's entire library of online courses worth thousands and thousands of dollars for just 997, for under $1,000. And I was so happy with myself, so happy, but I wouldn't have gotten to that offer if I hadn't taken that person up on all the other little ones. And to this day, I am happy. That's the best $1,000 I've ever spent because I got probably $30,000 or $40,000 worth of online courses. And I actually take these courses. So when done well, these little suckers can really pull you in.

The third thing, once you know and understand where you're making money with this, the third thing you need to know to succeed at this is you're going to need a healthy budget. So if you're still on a tight budget, if you're still not sure how much money you can actually afford to spend on ads or you're still getting started, you're just up and running, you're in list-building phase, then this is not the right way to go for you. If you've already sold your online courses a few times, you're already making six figures and you're used to investing in ads and you know the value of your conversions, then it might be a good place for you to consider these offers.

If you're still on a tight budget and you're not quite ready to spend thousands of dollars on ads, then these tiny offers are probably not the best place for you to start. Think about it. You need to drive enough people to that $7 sale so that if a small number of them buy your $7 thing, you're still losing money on the front-end, but with the right up-sells, you can make a lot of money on the back-end, but you have to bring massive number of people through there, through that funnel in order to sell enough of your up-sells in the back-end. So you need enough budget at the front-end of this funnel to be able to drive a large number of people through all of the up-sells, because a handful of conversions is just not going to give you the critical mass that you need to make money on the back-end of this.

So if you're thinking about creating one of those offers and you know that you have enough to create up-sells and down-sells, and you can put a healthy ad budget on, please do it. I love seeing these $7 offers in my feed. And I love seeing how collectively as marketers, we have increased the value of the things that we're giving away for $7 compared to when I just started out and there were so many free things and they were not great at all. I feel like we're making the world a better place with more great $7 offers. And now that you've heard this podcast episode, you know how to pull this off with style.

So if you have a successful $7 offer running, and you'd like to be featured on the podcast, send my team an email at hello@shineandsucceed.com and we are going to reach out and be in touch because I want you to get your $7 offer featured as an example here on the podcast so that all of our listeners can learn from you. So reach out, hello@shineandsucceed.com and then let's get you featured on the podcast so we can create some great examples for everyone to follow and unpack some case studies.

Want to learn how to get your first list building ad up without wasting money?

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

77. How To Promote Your Podcast With Facebook Ads

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77. How To Promote Your Podcast With Facebook Ads

10 November 2020 | By Salome Schillack

Welcome to episode 77 of The Shine Show podcast!

We all know how valuable having a quality podcast can be for your marketing, but do you know what to DO with your podcast once it’s produced and ready to be heard?

If you’re sharing amazing content and wondering where the heck your listeners are, this episode is for you. Supercharge your download stats by learning exactly how to successfully promote your podcast using Facebook ads.

Tune in to find out some clever hacks and learn everything you need to know about getting your podcast ads up and running.

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack:

Hello and welcome to episode number 77 of The Shine Show. And on today's show, we're going to talk about how to promote your podcast with Facebook and Instagram ads. Before we jump in, I wanted to give a huge shout out to Taryne Jakobi who tagged me in her Instagram story to tell me that she is listening to the podcast. Taryne is a food styling expert and she teaches aspiring food stylists how to reach their dreams. And I will tell you, when I went to her Instagram profile, which you can find @tarynejakobistyling, man, I just wanted to eat everything that is on that page. Go check her out. Taryne Jakobi Styling, T-A-R-Y-N-E Jakobi Styling. Oh my goodness. Do not go there if you're hungry or if you're a chocoholic, like I am, it is amazing.

Salome Schillack:

The podcast has been doing so well and I want to say thank you to all of you for listening. I have been seeing the rankings in Canada, New Zealand, the US, South Africa, Australia, and Germany go up and I would love, love, love it if you can go to iTunes and write and give us a review there, please. That is going to help us to reach more people. Without any further ado, let's jump into episode number 77, how to promote your podcast with Facebook ads.

Salome Schillack:

Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack, and I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready to shine and this is The Shine Show.

Salome Schillack:

For those of you who didn't know that I recently turned 40, and if you have turned 40, you will know that weird things starts to happen in your body when you turn 40. And so for the last couple of years I've been noticing that I can't quite eat as much sugar as I used to with gaining a few pounds around my waist. So I started running about a year ago and I used to hate running. I'm that person that always like it hurts and I would be complaining about it. And I was like, "What do these people think they are doing when they're running?" But a year ago, I realized that if I'm going to get in shape and Spain shape, I'm going to need to find some kind of exercise that I can do very easily.

Salome Schillack:

Where I live, I live in this beautiful environment. There is a cemetery across the road. Now I know it sounds really creepy that I live across the road from a cemetery, but this is... Picture Hyde Park in London or Central Park in New York, but with graves. It is beautiful. Right next to it is the botanic gardens and there is like a rain forest section and there's a Japanese garden and it is just stunning where I live. I absolutely love running around here because it's so beautiful.

Salome Schillack:

So I have started running and then my friend who also runs said she has now started swimming as well. So she invited me to come along to her swim sessions. At first I thought, "Okay, fun swimming." But then I realized, "No, no, no, no, no." These people are the triathletes training and we are swimming with the triathletes, which is not exactly what I thought I was signing up for. But the first time that I got there, I decided, "Okay, I'm going to fully embrace this. I'm going to do this." And when they asked me if I wanted fins or flippers, the stuff you put on your feet when you're swimming. If I wanted any of those, I thought, "Well, I don't think anybody else's swimming with fins, because isn't that cheating?" And I said, "No, thank you." And then we started swimming and we started swimming. We swam and we swam and we swam and I got absolutely exhausted. By the time I was almost dead, they shouted to everyone. "All right, everyone, warmups are over, take off your fins." I looked around me and I saw that everyone else had been wearing fins while doing this warmup, which I was just absolutely dead at the end of the warmup and I have not been wearing fins.

Salome Schillack:

First of all, I'm the fool without the fins in the warmup, then I'm the only one swimming with fins. When everyone else took their fins off, I was like, "Excuse me, can I have a pair of fins please?" Because I was so tired. First, I had no fins when everyone else had them on. And then I was swimming with fins when everyone was swimming without them and they were still lapping me. And then I started getting cramps and that was the first swimming lesson. I'm proud to report that I have now done three swimming lessons with the triathletes and I'm in the slow lane, but I am committed to swimming. It is good for my health and I'm actually starting to enjoy it.

Salome Schillack:

Today in the episode I want to share with you two ways that you can promote your podcast with ads and get that little bit of extra help, like what I needed when I was in the pool and I just needed to put the flippers on. So I hope that you're going to learn today how you can get some flippers for your podcast.

Salome Schillack:

The first way that you can use ads to promote your podcast is to run ads to people who only have iPhones and send them directly to your Apple Podcast page. Now, what you're going to do with these ads is you're going to want to run an ad, and specifically when you select the audience, you're going to say you just want iPhones. And when you select the creative, the placement for that, you are specifically only going to choose the mobile placement. The optimization for these ads are going to be traffic. Specifically you're going to choose traffic and then link clicks. The reason you want to choose link clicks is because you're sending them to your Apple Podcast page. You don't own that page. You don't have a pixel on that page.

Salome Schillack:

And so therefore, the best optimization you can choose is just traffic link clicks. So in other words, you're just telling Facebook, "Hey, Facebook put this ad in the newsfeed of people who have iPhones, who are going to see the ad on their mobile phone. And when they click, they're going to go to the page that I specify." And the page that you specify is your podcast page.

Salome Schillack:

Now what you want to do is you want to then keep an eye on your downloads for your episodes. That is literally the only way you're going to know if your ads are working or not. And it is a little bit of a spaghetti on the wall strategy. So it's not my favorite thing to do and I have heard mixed reviews. Some people say it works really well and other say that didn't work for them. What I've learned is that this is not a good strategy for you if you have not run enough engagement ads or list-building ads on your account to know where your best audience pockets are and to have seasoned your account well enough that you know when you are running ads, you've optimized your account and you are getting the best possible results you can. Otherwise, you could be spending money on these ads and not really knowing if you're getting in front of the right people or not. So this is not an ad I would use when I'm starting out. I would definitely first run engagement ads, definitely run some list-building ads, maybe get through a couple of launches of your online course or your membership before you start promoting your podcast.

Salome Schillack:

The second way that you can do this is the old awareness type campaigns that we used to run back in the day before podcasts became the hot thing, back when blogging was still a very big thing. Do you remember when everyone was still blogging? I feel like I don't even remember that anymore. So what we're used to do back then is we would create an Epic blog post. And this would be a blog post that shares a lot of really good value and tends to have a content upgrade. And with a content upgrade, what I mean is you would have some kind of a lead magnet or a freebie that you would attach to this blog post that your audience can then download if they want to take what they're learning to an even deeper level.

Salome Schillack:

What you're going to do is you're going to find something that solves a problem your audience is struggling with, and you're going to have to have a call to action in that podcast episode. So you're going to create an Epic podcast episode with a very clear call to action for something they can go and download, a freebie or a lead magnet that will help them get even bigger results. Really take time to create that page on your website then, because we are going to run the traffic to a website page, a page on your website. So we're not going to run this traffic to Apple Podcasts. We are going to run it as the trolley, like a blog post with an audio file embedded in there. So you're going to take your time to create this post. You're going to format it so that it reads easily because most people are probably more likely to read it than to actually listen and subscribe to your podcast.

Salome Schillack:

This is the thing here. Is if you have call to actions in this podcast for people to join your email list, that's great because then they're going to click and they're going to sign up to your email list. And once they're on your email list, you can invite them to subscribe to your podcast every single time you send out an email. But if you put too many buttons and too many options in front of them, when they're on this page, you're going to confuse them and they might end up taking no actions. So I prefer not to have a subscribe button anywhere near that page. I just want to send them to the content. I want to make sure that on the page they can consume the content in audio format and in reading format. And then I'm just going to have several strategic places inside that blog post, where I would put a clear call to action for them to join my email list.

Salome Schillack:

Now, when you start setting up this ad, you first want to create your retargeting audience. This is all of the who come to that specific page, but did not also opt in for your freebie. The rules that you'll use when you set it up, is you want to include people who landed on that specific podcast page, but you want to exclude people who landed on the thank you page for your freebie. In essence, what you're telling Facebook is, "Hi, Facebook. Create me an audience of all the people that came to my podcast page, but that did not also land on the thank you page. In other words, they did not opt in for my lead magnet."

Salome Schillack:

This time you'll set up the ad as a traffic ad, but specifically as a traffic landing page views ad. And this time you can do this because you own the page that you're sending the traffic to. It's on your website. You have your pixel right there, and you are paying to get people to go to a page on your website, which makes a lot better sense to me than paying to send someone to a page that somebody else owns. So I prefer this strategy.

Salome Schillack:

Everyone who comes to that page will also automatically go into your custom audience of people who visited your website if you set that custom audience up. And what I like to do is I like to give... Every name of a page that is a podcast episode page on my website has the same start URL. It's called shineandsucceed.com/tss for The Shine Show. So every page that is a podcast episode page in my website has the URL shineandsucceed.com/tss. And then we add in whatever the name of the podcast was or the number of the episode. I have created a custom audience of anyone who comes to any page that contains shineandsucceed.com/tss. So, I have a larger, broader custom audience of all the people who come to my website in general, but then I have a smaller, more specific audience of people who have come to any page that has that shineandsucceed.com/tss in the URL, which means I have created a bucket of people who have been to any of my podcast pages.

Salome Schillack:

You can get even more granular then, and create a custom audience of people who have just been to this specific page that you are paying to run traffic to. I recommend that you do this because then at least you can see how that bucket is growing and you can see how you're adding people to that custom audience every time you spend money. You will know that these ads are working if you can get people to click to that page for anywhere between like 30 cents and $1. If it's going over $1, it's getting expensive market wise, and if you can get it to about 30 cents, that's probably even better. That's the best.

Salome Schillack:

You're probably not going to see an immediate pickup in downloads of your podcast, but remember you can retarget all of these people with other podcast episodes, with videos, with lead magnets, you can get them on your email list and then you can build your relationship with them and get them on your email list. That's the most important thing. Once they're on your email list, you can do anything with them.

Salome Schillack:

You remember how I told you about getting in the pool and doing the warmup without the flippers on? That hasn't happened again. So running these ads are a little bit like putting the flippers on. You can't directly measure the results you have from running ads for your podcast, but you kind of start to getting a feel for the difference between when you do run the ads and when you don't. If you don't yet have engagement ads on and you haven't yet found at least three cold audiences that convert for you when you run list-building ads to them, then don't do this. It will be a waste of your money. But if you have run extensive engagement and conversion ads, and you know exactly where those pockets of audiences are, then you can add some flippers to your podcast and swim like your life depends on it.

Salome Schillack:

I hope you enjoyed today's episode. I wanted to let you know that A-Lister, our course that teaches you the fastest way to build a lucrative audience online and make your first sale using Facebook and Instagram ads without wasting your money, selling your soul on social media, or getting a tech degree is opening on the 13th of January. 13th of January, you can enroll in A-Lister and start to build your lucrative audience and make your first $1,000 selling your knowledge to that audience. Enrollment opens on the 13th of January. And if you want to get on the wait list for that, just go to shineandsucceed.com/waitlist. I will see you next week, my friends. Have a lovely week. Bye.

Salome Schillack:

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.

 

76. When To Hire Facebook Ad Help

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76. When To Hire Facebook Ad Help

03 November 2020 | By Salome Schillack

Do you have a friend (or multiple friends, or a partner, or a family member) who you can just hang out with and completely relax, knowing that they've completely got your back?

I affectionately call my husband my 'crap free zone' because he is that for me: a place with no judgment, no prodding, no bother.

On today's episode of The Shine Show podcast I'm going to share with you why your Facebook Ads manager needs to be exactly that: your crap free zone. No BS, no confusion, they just GET me. I'm also sharing how to know exactly when you're ready to hire Facebook Ads help and why this is such an integral part of helping your business reach new levels.

Don't start researching Facebook Ads professionals until you've listened through this episode - it could be make or break!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack:

Hello, and welcome to The Shine Show. And this is Episode Number 76. And today we're going to talk about when is the right time to hire Facebook Ads help. And before we jump in, I just want to say that I feel incredibly, incredibly loved. Over the last few weeks, every time I've gone on social media, I have been greeted by messages from people inside of Amy Porterfield's community and people inside of Stu McLaren's Tribe community with just the most beautiful messages of how the training I offered in those two communities have helped you guys.

I want to say that if you posted in any one of those groups to express your gratitude for the training I offered in there, I want to just say a deep, deep, deep thank you from the bottom of my heart. I appreciate it. And if you've come over here to listen to the podcast as a result of that training, welcome. I am very glad that you're here. And whether you've been here for months and months and months, or if you're new, I want you to know that I appreciate you, and I appreciate you taking the time to listen to me every week. I know the podcasts that I listen to every week is like a little highlight of my week. It's a little ray of sunshine, and I sincerely hope that I can be that for you.

I also had an amazing review from keto smart, and I don't know if it's a he or she. Keto smart said, "Salome is so awesome at teaching Facebook ads, but she also has so much wisdom in the online world of business. Thank you so much for sharing your awesome talents." Thank you so very much, keto smart. I really, really appreciate your beautiful review. And you can go to iTunes and give us a five star rating and review the podcast, please, if you want to help us reach more people and get more listeners to hear the amazing content that I do my very best to bring to you every single week. So now let's jump into the episode and talk about when the right time is to hire Facebook Ads help.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack. And I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner, and grow your online business faster, then tune in because you are ready to shine. And this is The Shine Show.

I want to tell you a story about finding my crap free zone. My husband has always been, I fondly refer to him as my crap free zone. The first time I heard this expression, I thought that is so well-said. It's just this place where there's no judgment and you can just relax and be yourself and you're not going to be judged and you're not going to be bothered and you're not going to be poked and prodded emotionally, physically, psychologically, or on any other level. It's just this really safe space. And we moved to Brisbane, my family and I moved to Brisbane about almost 18 months ago, maybe coming up to two years. And for the longest time, we didn't really have friends because I have an online business. You know that. And I work from home and I'm not particularly involved in my kids' school stuff. I should maybe be a little bit more involved in it, but it's not really my jam.

My husband on the other hand is an extreme extrovert and needs a lot of friends around him and loves it. But he finds it a little bit harder to reach out and make friends with strangers. Whereas I can do that part. I can rip off the Band-Aid and introduce myself and get to know someone quickly. And then after that, I'm kind of like, "Okay, now what?" Whereas he's really good with the now what part?

So after about a year of me listening to him complain about the fact that he doesn't have any friends, I decided to take matters into my own hands. And I started identifying couples in the school that I've gotten to know just from school drop off and pick up and hearing their school things. And this is all pre-COVID long before COVID happened. And I identified a few couples and started inviting them over to see if my husband liked the guy and if they got along. And so eventually we made some friends and we met this one couple. Our kids are best friends. And we get along like a house on fire. And this weekend was my husband's 40th birthday celebrations. And so the two of us and the two of them, just the adults, we left the kids at home. We did a bit of a staycation. We were able to book into one of our local beautiful hotels and stay there. And I left the kids with a babysitter for a whole weekend. And we went on this staycation and we spent the whole weekend just chilling at the pool and it was awesome.

And the funny thing is afterwards, my friend said she was telling the girls that she works with what we did. And she's a dentist. And she works with 22 year olds, 23 year olds mostly in their dental practice. And she said, they kept saying to her, "So let me get this straight. You guys were just hanging out all weekend with another couple, but you didn't actually do anything for two days. You just lay there and ate and swam for two days with the same people." And they couldn't understand that we could just hang out for 48 hours straight with the same people and not get tired of each other or need some form of entertainment.

So I say to her, I said, "Well, it's because we're each other's crap free zone." And she laughed because she immediately realized that to be true. And like I said, that's something my husband and I have said about each other for a long time that we just don't give each other a hard time ever, and therefore it is so easy to just get along. And it's pretty special when you find one person in your life that can be your crap free zone. We have now been very lucky that we found this couple friends that we can just enjoy each other's company in the same way.

Now, the reason I'm telling you this story is because when you hire an ads manager for the first time, I want you to feel that way about your ads manager. I want you to breathe a sigh of relief and just lean into the awesomeness that can be when you and an ads manager find each other, and you are a perfect match for each other, and you bring out the best in each other, and you can double your business, triple your business, grow your business with this partner by your side.

So let's talk about what to look for and how to know you're ready to hire someone else to take over this important part of your business and how to create that relationship, where you just go, "This person just gets me. They're on my team and they just work with me to create some business awesomeness."

And the first thing I want to touch on is when not to hire an ads manager or an agency. I had a call booked with a lead the other day. So when you come to my business and you're interested in working with my team in the agency, you fill out a form and there's some basic questions I ask you in that form, basic things that the way you answer those things tell me a little bit about your business, and I know can kind of most of the time tell if you have some foundational things ready in your business for us to do good work together. There's certain things that are clear red flags. And then there are certain things that I kind of look at it and I go, "Yeah, I like this person's personality. I don't know about the funnel enough, but let's hop on a call and see what's going to happen."

So I ended up on a call with this person and I should have flagged as a red flag for me the first moment when he complained about the time difference between us. And I had to explain to him, well, I am in Australia and he was in the US on Eastern time zone, which is quite hard to navigate. I can talk to people on the Eastern side of the country mostly after 7:00 PM at night for them. And I am at the point where I don't get up at four o'clock in the morning anymore to talk to people who are in different time zones because I did that for many, many years. And I still do that for my mentors. If my mentor shows up to teach me something, and that means I have to wake up at 4:00 AM, I gladly do that. But if someone wants to do business with me, they have to do business with me in a time where my brain is fresh and I have mascara on.

So anyway, this guy says he found us on Google, which was interesting. I was like, "Yay. Finally, someone found me on Google. That is so great." And I looked at his website and he looked amazing, very professional. It looked like he's making money. And from what he was saying, I could see that he has a successful business, but he said he has no email lists and he's never launched his webinars. And he wanted to hire us to help him launch his webinars. So I was curious because whilst having never launched anything is a bit of a red flag for me, I could see that this guy knew what he was doing. He has done this before. He's done it somewhere else. So I was curious about that.

So I sent him a message and said, "Let's jump on a call." And he was clearly a seasoned entrepreneur and had done a lot of media. So he knew how to put together amazing content because his content just blew me away. His only interest in the conversation we were having from the first minute he started talking was about our average conversion rates for our clients. And he kept asking me, "Tell me what your average conversion rate for sales. What is the return on investment for your clients on average?" And of course that depends greatly on the clients, the niches that they're in, and the funnels that they run and their own ability to convert. So I will never hang my hat on conversion rates because it's not my hat to hang. And if you see ads managers who are claiming that they're making their customers millions of dollars, just know that is a red flag because an ads manager does not make you money. And ads manager brings you traffic and your own funnels make yourself money. We are just good at making even more. We are good at amplifying what's already working.

So I tried to explain to this guy that there is no way I will ever make him a promise of revenue I can create for him from our ads simply because he has never run his webinar. And because he's never run his webinar, I have no data that tells me whether the webinar will convert or not. So I would be a ridiculous fool if I told him that based on my average conversion rate with our average clients, I can make him that amount of money. The guy was not happy. What is the Zoom equivalent of hanging up the phone in someone's ear, like dropping the phone in someone's ear? That's what he did when I persisted in saying I am not going to make him a promise of that.

He was literally looking for an agency to tell him how much money they can make him. And here's the sad bit. He's probably not going to look very far. He's not going to look very far to find either an ads manager or an agency who will compare his apples to someone else's pears and make him all the promises he wants to hear because those are the things that ads managers often hang their hats on. But here is the thing. Traffic is never a source of revenue. Traffic ads. Ads is traffic. Ads bring traffic or people to your funnel, your webinar, your challenge, your video series. And that conversion event, that webinar or challenge or video series, that's the thing that converts them.

Now, can we amplify the effect of that conversion event with ads? Yes, we can. Will ads save a webinar that doesn't convert? Never. Ads will not save a challenge or a video series or any funnel that is not fundamentally and basically converting. Now you can get the ads part horribly wrong. Yes you can. And you can not get the right people or the right traffic or get traffic or not get traffic at all. But that is rarely the whole story. So be careful when someone say, "My ads manager didn't make me money, or my ads manager was the reason why my webinar didn't convert." That's a giant red flag for me.

I tell you about this guy because he was just looking to outsource his ads. He was looking to outsource the responsibility of the conversion. This guy as a client will not be a crap free zone. And somewhere out there right now is an ads manager signing this guy up, probably right now. That guy or girl is in for a few months of torture. It is just not worth it. No Facebook ads manager can ever fix a funnel that is not converting. The best time to hire someone to run ads for you is when you know that your funnel is already converting because you've run your own warm traffic and possibly some cold traffic through it. And you have proven that it converts. Don't hire an ads manager until you know your funnel converts.

So what do you do if you don't know how to run ads and you want to increase your traffic? Well, it's always best to learn the basics of something as important as ads yourself. You want to know enough that you can look at your ads manager and evaluate the decisions inside the ads manager inside Facebook, that this person is making on your behalf with your hard-earned money. It'll take a bit longer to learn it yourself. I know. I speak to people every day who tells me, "I don't want to learn this."

But you are going to save yourself thousands and thousands of dollars just by knowing what really works in your niche and in your business. And don't just think about the money that is going to go into that you're going to miss if you hire an ads manager and they don't get it right. It's also about that journey that you're going to go on with this person and the negative energy that will be attached to how it all comes to light. There's just a yuckiness that I want to spare you. I want to save you from it. I want to protect you from it. And I'm just going let's just never unleash that yuckiness on your life.

So when is the right time to hire someone? I recently got an email from one of our existing clients, someone who is just lovely and I adore her. She said, "I am so excited to share the news that we did another six-figure launch. I doubled my business since I started working with your team. Thank you so much for all your amazing help with this launch. #blessed, #grateful." When I get these emails, they make me cry some days because you see this email is not just about a six-figure launch. This is not just about doubling the results in our business in a year. It's not just about the money.

What is not captured in this email is what happens as a result of this and what this means for the client in terms of things like how she can support her child that is at college at the moment, how she can pay for a wedding of one of her children. You don't hear about how this is the most money that she's made since she got made redundant from her lifelong career. You don't hear about all her students that are now learning a new skill that will help them make money, especially those that have been hard hit by COVID and needs to generate income in a new way fast. So this is not just about making money and hanging our hats on six-figure launches. This is about life change and about lifting people up and about being part of the rising tide that lifts all the boats.

So what did she have in place before we started working together? And what should you have in place to create your own magical relationship with a team or a freelancer that will help you scale and double your business? You need to know that your offer converts. You should have launched enough times with or without ads that you've seen evidence that people want what you offer. And then when you're looking for the right team, here are some other things to consider.

First thing I want you to consider is, do they share my values in my team? We value clear and regular communication. And that is a two-way street. We keep our clients informed and we manage projects in a way that gives them confidence and certainty. And we love working with clients who give us confidence and certainty in return. Clients who don't meet deadlines regularly and who often wants things last minute all the time doesn't gel very well with us and usually finds our type A personalities a little bit rigid. And that is okay by us. That is perfectly fine for us because we know who our people are and we know who we like to work with. And we know when we work with that type of person, we bring out the best in each other.

The second thing you need to ask yourself is, do they understand my marketing funnels? When I started out moonlighting or freelancing as a Facebook ads manager, when I still was working full time, I used to run ads for anyone who will let me run their ads between 8:00 PM and midnight, sometimes 8:00 PM and 2:00 AM. So I signed up bookkeepers and real estate agents and financial services providers and a jewelry brand and coaches and a few online course creators. Anyone who said, "Yes, will you please spend my money on Facebook?" I said, "Okay, I will." And I failed so hard at helping those local businesses that I had to actually refund the financial services guy his money. The other ones, they appreciated my effort and my lack of results. They had grace for the lack of results, but the financial services provider was like, "No, you delivered exactly nothing to me."

So I got him no leads and no wonder because neither him nor I knew anything about how to market financial services. I thought, I mean, how hard can list building be in that niche? But turns out there's quite the trick to getting people to opt in to book an appointment with you if you're a financial service provider, not a trick I ever want to learn or master. But ask me about webinars and three-part video series and challenge funnels, and you see my eyes light up like a Christmas tree. My team has been trained to do one thing, and we do that one thing really well. And that is to scale online course businesses and memberships. We don't take e-commerce clients. We don't work with local businesses. If you sell a widget, we do not sell it for you. If you build Facebook groups to sell widgets to, we don't. If you have an MLM business, we don't. Even as far as down as coaches, we don't run many coaching funnels.

I was told I won't be able to build a sustainable agency without also running e-commerce ads because all the agency people say the money's in e-commerce, which it is to an extent because those e-commerce companies are gigantic and they spend millions in ads. So if you're able to charge 10% of ad spend on a hundred thousand dollar a month account, of course you're going to make more money. But I decided to stick to my online course creators and ha-ha, who's laughing now. So find someone who knows your business model and the funnels you run inside and out.

So let's recap what we've covered. Don't hire an ads manager if you don't have firsthand knowledge of how to run your own ads and you haven't yet launched enough times that you know your funnels are going to convert. Do hire when you want a partner who specializes in helping others and has evidence that they have worked with other clients in your niche or with similar funnels before. Do hire someone that you trust and that you feel you have a good match in how you communicate, how you treat people, and what your values are.

And I'll give you a hint. You can usually tell a lot about how someone treats people by speaking to that person's assistant. So I hope when you talk to my team, you will come to the conclusion that I treat people with kindness and respect. And know that anyone who speaks to your assistant, if there's any level of burnout going on, that's a red flag for me. I want you to know that when you're ready to hire an agency or an ads manager, that will be that person for you that will help you make absolute magic in your business. That person like my husband is to me and that my husband and I found in our friends where you can create a shorthand with them, and they know you, and they know your business, and you know them and their business, and you always feel safe, and you can just hang out and talk for days and days and days and grow your relationship, and as you grow your business together as a team.

if you've ever been on the fence about hiring a team to help you grow and scale your online courses business or your membership business, and you want to talk to me about working with us, then go ahead and go to shineandsucceed.com/apply-here. The link will be in the show notes. That's shineandsucceed.com/apply-here. And we can set up a call to talk about your goals and to see if we can become partners to grow your business. Have a wonderful week, my friends, and I'll see you again next week. Bye.

Thank you so much for listening. If you had fun, please come back next week and remember to hit that Subscribe button so you never miss a thing.

 

75. 5 Numbers That Tell You Your Ads Are Working

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75. 5 Numbers That Tell You Your Ads Are Working

27 October 2020 | By Salome Schillack

I have this little knack for reading people's minds when it comes to a very particular subject: Facebook ads.

I'll read yours right now, through the screen. Ready?

If I say to you, "Put money into your Facebook ads campaigns to grow your audience and sell to them effectively." I BET you're thinking...

"Sure, I would, IF I knew that it was going to work."

And you're smart for thinking that way. Because why sink so much money into something if it's just making you feel like a crazy person throwing spaghetti at the wall to see what sticks?

Nope! None of that here. Now if I say to you, "What if I could tell you exactly what you needed to know to tell if your Facebook ads were working?"

Then I bet you'd be thinking, "YES PLEASE!"

Here you go. Tune in to today's episode to learn the 5 numbers that tell you if your ads are working. If you're an online marketer about to dive into Facebook ads with both feet, you need to listen to this episode so you know how to do it successfully.

Once you've listened, be sure to send me a message on Facebook or Instagram with what you think of the episode and leave me a review wherever you get your podcasts.

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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(00:00):

Hello and welcome to episode number 75 of The Shine Show. In today's show, we're going to look at the five numbers that tell you if your ads are working.

(00:11):

Before we jump in, I want to ask you a giant favor please. If you have listened to this show and if you have learned anything or enjoyed the episodes, please go to iTunes and rate and review us. It is important because that is how new people can find us on iTunes when they search for podcasts about Facebook ads or about online marketing.

(00:35):

By you doing that, you help other people find us as well and you help us grow. Regina Ray in the US said, "Five stars. Highly recommended. Please keep the great content coming." Chamonix here in Australia said, "Salome has nailed it. She provides incredible tips, motivation and excitement all into every episode so that it leaves you feeling like you can do it." I love that. Thank you so much.

(01:01):

And then Tim Waddell in the US gave us five stars, said, "Holy cow! This is great." Thank you so much Tim Waddell. I appreciate that so much. Now let's jump in and talk about the five numbers that tell you your ads are working.

(01:21):

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack and I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world.

(01:39):

If you're ready to be inspired to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready to shine and this is The Shine Show.

(01:55):

Recently, my family and I went on a two week vacation and I have to be honest and say that the first few days was pretty hard for me to relax. I have already told you, if you've listened to some of the episodes, I've told you that in the month of August, I kind of felt like my brain was broken and that I could not string two words together properly. I couldn't string two thoughts together.

(02:24):

I knew I needed a holiday and I knew I needed to relax. I also know that before COVID happened, I never ever used to read the news or listen to the news. And then as COVID started to unfold, I started craving news and I think it's just our brain's way of trying to control things, raving information, searching out information in an attempt to have all the facts so that our brain can fool itself into thinking that it is in control, which of course we are never in control.

(02:57):

I found myself struggling to relax while I was on holiday. And I made a decision to delete Instagram, to delete Facebook, to delete my email app. I was even considering deleting Safari off of my phone so I couldn't get hold of the news.

(03:13):

Luckily, my self discipline kicked in and I prevented myself from checking the news. But I found myself, even though I deleted Insta and Facebook and wasn't checking news and wasn't reading emails, I still... It's like it left a ginormous gap in my mental space which I kind of slowly needed to ease out of. And it felt like torture sitting there next to a beach, next to a swimming pool, sitting there. I would read my book for a while and then my brain starts going, "How about we check the news?" And I'm like, "Nope, we're not going to check the news."

(03:51):

"How about we check Facebook?" "No, we're not going to check..." "How about we check Instagram?" And then I would watch something on TV and then my brain goes, "How about we check the news?" And it just continued like that for about a week. I made a decision that I'm just going to ease myself into it. So I downloaded one of these quest games.

(04:11):

I downloaded a game called Murder in the Alps and I started playing the game. And initially I felt incredibly guilty for lying on my back playing a silly game on my phone, but it was exactly what I needed to keep my brain from jumping back into work mode and jumping back into searching for news mode.

(04:33):

Now, the way that murder in the Alps work is you are the main character and you arrive in a hotel in the Alps in the middle of a snow storm. Don't ask me how she got there, but she got there. In the middle of a snow storm, she arrives at a hotel only for the hotel owner to tell her that a murder has just been committed. It's a little bit Angela Lansbury Murder, She Wrote because this lady is like everywhere she goes, people get murdered and she has to figure out who did it.

(05:05):

So she has to follow the clues and figure out who's the murderer before more people get murdered and every single morning she wakes up, there's been a new murder. Now, the thing with this game is you don't have all the information at the start. Each time before you get another piece of information, you have to go to a scene and inside this scene, play a little hide and seek game. Like you get a list of 10 things and you have to find these hidden objects in the scene.

(05:37):

And once you have found all 10 of the hidden objects, then one of those ten things is going to be useful to you in uncovering who the murderer is. This was perfect for relaxation and I spent hours playing and eventually I started relaxing and my craving for news and social media started to die off and I was able to switch off.

(06:00):

I highly recommend that by the way. Don't take Facebook and Instagram off of your phone and stop checking news. It's a mind bugger for the first few days, but I feel freer than ever and more relaxed.

(06:13):

The reason I'm telling you about my game is because I think Facebook ads can be a little bit like a murder mystery game sometimes. You watch as the blood flows out of your bank account but you haven't yet found all the clues to know exactly who it is that murdered your leads.

(06:34):

Am I right? You need to solve a few mysteries before you're going to know exactly why your ads are tanking, which results in your bank account getting drained like blood flowing out of one of the murder mystery characters.

(06:52):

You need to find the clues first and to die on the show, I guess I am going to share with you these clues so that you know when you look at your ads and you see a murder has been committed, you are able to go and search for the micro clues to figure out what has gone wrong.

(07:15):

The first micro clue, the first number you want to look at is what we call the CPM. The CPM stands for the cost per 1,000. Apparently, M is the number, the Roman numeral for 1,000. I didn't know that until I started working with ads. So CPM stands for cost per 1,000.

(07:37):

And here's the thing about CPM, is Facebook is kind of protective of their newsfeed. And they only make impressions of ads in people's newsfeeds if they believe the ad is good quality. If Facebook feels that your ad is not great quality, then you pay for it in terms of your CPM because they simply don't show it to as many people.

(08:11):

You might end up paying $20-30-40-50 to reach a thousand people. So in other words, to get your ad shown to in a thousand newsfeeds, whereas if you have a good ranking in your account and you have a good ad, then Facebook will show it to more people because they see people respond to this ad, people react, it gets a reaction, people like it. And so then they are more eager to show it to their audience because remember their audience are the eyeballs that are watching and they don't want to show bad ads to their audience.

(08:53):

So how does Facebook know if an ad is good or not? There's a few ways. One of those ways is engagement. Now you have heard me talk about engagement so many times that by now you should understand that the currency with which Facebook measures the quality of our ads is always engagement.

(09:16):

Because remember, Facebook wants content from friends and family, which means they want content that invokes emotions, that people like, that people share, that people comment on. So they want engagement. That's how they measure it. That's one way.

(09:32):

And there can be engagement on your actual ad and that will help you, but there's also building engagement on your account. And you do that simply by running engagement ads to your cold audiences, which then stimulates the engagement on your overall on all of your pages, your Facebook page, your Instagram account, stimulates the engagement on your account, brings up the quality of your account and Facebook goes, "Yeah, this person creates great content. Let's put this in front of more people." So you're using engagement ads to build up your account mojo.

(10:08):

What you should be aiming for in terms of a goal for your CPM is somewhere between $10 and $20 and make sure that you're giving Facebook large enough audiences to find people who will convert. So large enough, I mean, 2 million and more.

(10:26):

You will find that when you're running ads to your warm audiences, your CPM might be higher. It might be $40-50-60-70 and that's okay, because remember now you are looking for leads in a much, much smaller pool so Facebook has to work harder in order to get you to a thousand impressions.

(10:50):

If there is only a thousand people in your audience and you're trying to get conversions, you're going to pay a lot more to get in front of all those people than when there's millions of people and the algorithm can literally easily find thousands of them to put your ad in front of. Keep that in mind, your CPM will be higher for warmer audiences but aim for the cold audiences to get it between $10 and $20 and try to get your audience bigger than 2 million people.

(11:21):

That way, the algorithm has a better chance to get those people for you. Number one is your CPM, your cost per 1000. The second thing you need to look at is the cost per unique link click. What that means is if we talk about link clicks, it means Facebook is measuring the number of people who clicked the link in your ad either on the call to action button or in the copy of your ad.

(11:53):

We look at unique link clicks because it's possible for someone to click multiple times in the same ad and that's not useful to us. And we also ideally don't want to pay for people who click on our stuff over and over. We want to look at unique link clicks because that tells us how many unique people clicked on the link. So they read the ad, they responded to the ad and then they took the action that we wanted them to take.

(12:22):

Now, in order to see cost per unique link click, you may need to customize the results you're looking at in the ads manager. Facebook defaults to showing us the cost per link click when we sort our information to show us performance and clicks. But we are not looking for cost per link click because it includes anyone who clicked multiple times. We want to make sure we're looking at cost per unique link click and your goal here is to aim for anything between 50 cents and $2 really.

(13:00):

It's harder here to say exactly how much you should aim for because it's possible that you could pay $2 to get someone to click on your ad, but it's the perfect person. And if your landing page converts at 80%, you end up paying maybe $2.50 for that lead but your click is more expensive and that's okay as long as you know you have the right audience.

(13:27):

The second number to pay attention to is your cost per unique link click. Number three is your link click-through rate. What does that mean? That means that out of the 1,000 people who's newsfeed Facebook put your ad in, so in other words, out of the 1000 impressions you got, what percentage of those people clicked through from your ad to your landing page? That number to me is more important than the cost per unique link click.

(14:02):

The link click-through rate should be at least 1%, because what that means is out of a thousand people, at least 10 of them clicked on your ad. You can imagine if you're paying to get in front of thousands and thousands and thousands of people and only 1% of them are clicking on your ad to go to your landing page and then your landing page is converting at 50%, that means if your CPM is about $10 and 1% clicks on the ad, that's 10 clicks you get. So now you're paying a dollar per click.

(14:40):

Then you hope your landing page converts at 50% and now you're paying $2 per lead. That's how you can kind of work it out. But if this is to you just remember link click-through rate is the percentage of people who saw your ad, who is also clicking on the link. And keep the numbers in mind, you want it to be above 1% because 1% out of a thousand is only 10. That's not a lot of people.

(15:14):

You want to make sure that you pay attention to these numbers and get them as high as possible. And the way that you increase your link click-through rate is in two ways: either you are going to improve your copy so that your copy is clear and tell people exactly why they should click on your link or you're going to look at your targeting. Your targeting and your copy should be a match.

(15:42):

If you're targeting the right people with the right message, you're going to get a link click-through rate higher than 1%. If you have the right message and the wrong audience, that's not going to work. If you have the wrong message and the right audience, you're still not going to have a match there.

(16:00):

Link click-through right, 1% or more and it's an indication of the match between the copy in your ad and the audience that you're targeting. It's an indication of how well they respond to it.

(16:13):

The next number you need to be paying attention to is the landing page conversion rate. This is the rate of people who clicked to your landing page, what percentage of those ended up as leads. And you work this out with the calculation, the number of leads you have over the number of landing page views.

(16:38):

And again, you can go into the ads manager and customize the columns where you're viewing the results of your ads and just type in the customization lending page views. And Facebook brings up the actual number of people who looked at your landing page so long as that page has a pixel on it.

(16:57):

So then you're just going to go, "How many people opted in for my freebie or my lead magnet?" And divide that by the number of people who clicked on your landing page and you have the percentage that your landing page is converting at. And your goal here is to aim for about 45 to 50%.

(17:19):

I have a landing page that is filled with testimonials from happy clients and that landing page converts at 80%. It's so good because we have a retargeting ad set up to re-target people who did not opt in and that retargeting ad is not even getting any traction because that landing page converts so well.

(17:41):

So here's the hot tip for you, if you want to increase conversions on a landing page, include some testimonials from some of your happy students in there.

(17:50):

Then there's finally two other magic numbers that I want to share with you that you need to make sure that you're checking. The one is $25 per day. If you're running any kind of list building ads, any kind of lead magnet ads, you need to be spending at least $25 a day. And here's the other magic number: three days.

(18:15):

You have to leave the ad alone for three days. Make sure you don't touch it. Don't come in and check it every time because you are going to drive yourself crazy because it goes up and then down and then up and then down in those first three days and by the end of the three days, if you have spent $25 each day and you have the right audiences, you should have a favorable result. But don't make a call about your ads until they have run for three full days.

(18:48):

Now, if you are using campaign budget optimization or CBO, as they call it and as I teach my students to use, then also make sure that you only have one ad set per campaign. And the reason we do that is because when Facebook is distributing that money from campaign level and you have multiple ad sets in that campaign and those ad sets are not all created equal, then the money from campaign level is going to be distributed into the ad set that will get the fastest result. You are no longer creating a split test, you are in fact just making the algorithm choose a winner faster.

(19:34):

And we don't always want that to happen. Sometimes we want to make sure we are comparing one audience to another one and you need to compare them for a full three days, each one in its own campaign with its own budget set at campaign level so that you can actually compare apples with apples.

(19:55):

All right. That was a lot of stats. I haven't done an episode where I go through geeky numbers like this in a while. I hope you've been taking notes and if you haven't that's okay because you can go always go to our show notes page at shineandsucceed.com and you will find the show notes where we have all these numbers for you there.

(20:17):

To recap, you're going to look at your CPM, your cost per 1,000 impressions and you want to aim between $10 and $20 there. You are going to look at your cost per unique link click and anything between 50 cents and $2 is acceptable.

(20:35):

You're going to look at your link click-through rate, which should be higher than 1%. You're going to look at your landing page conversion rate, which you want at least 45% but aim for more and then you're going to make sure you run your ads at $25 a day for a minimum of three days.

(20:55):

Now, remember just like all those little clues I had to find inside my murder mystery game, it's not the micro games inside the game that matters most, it's finding the killer that matters.

(21:10):

Just like with ads, I want you to use these micro numbers to tell you the bigger story. Let it help you narrow down where the problem can be. But if you're happy with your lead cost and you're getting a good result, then you have no problem. Then don't mess with it and don't get too bogged down on finding clues for things that are actually working really well.

(21:39):

Now, I hope that that is going to get you started with your list building ads. I want you to go and create your own list building ads, get them up and if you don't know how, you can use the free five day video training we have to show you how to get your first list building ad up in just five days and you'll find that at shineandsucceed.com/getmyadup. Or you can just go to the show notes of the show and you'll find that link there as well.

(22:11):

Thank you very much for listening. Please remember to rate and review us. And if you're celebrating Halloween, boo! Enjoy. See you next week. Bye.

(22:32):

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.

 

74. 3 Questions That Unlock Instant Growth In Your Business

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74. 3 Questions That Unlock Instant Growth In Your Business

20 October 2020 | By Salome Schillack

Tony Robbins says "The quality of your life is a direct reflection of the quality of the questions you are asking yourself." This might sound a little strange at first, but think about it: our minds dictate our actions, and our actions define our success - so if you're asking questions that trigger those changes, things can change in a big way.

Episode 74 is all about the three key questions you can ask yourself right now to unlock new levels of success in your business.

Grab a pen, a notebook, a cup of tea. Jot these three questions down. Give them some serious thought. Let your mind wander into all those growth areas. And then make an action plan and get leveling up.

P.S. Are you new here? I am so happy to have you in the Shine and Succeed world! Make sure you come say hi to me over on Instagram, I would be delighted to meet you. Click here to find me: @Salome.Schillack.

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

instagram.com/Salome.Schillack

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161. IOS Updates. Tools To Improve Performance

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Welcome to episode number 74. In this episode, I'm going to share with you three questions that will unlock instant growth in your business. But before we jump in, I want to say welcome to a whole lot of new listeners here on the show. In case, you haven't heard yours truly was on Amy Porterfield's podcast last week. And I have seen a whole lot of new people come through my Instagram, to Facebook and download episodes here on the podcast. So if you are one of those people who are brand new here, I want to say you are so welcome. And I can't wait to get to know you. And if you've been here for a while, then you're also so welcome. And I love you so much. Thank you for being here. I would love it, if you would say hi to me on Instagram, even if you've been here a while, or if you're brand new, my Instagram is salome.schillack, which I know is a hard to spell.

So just search for Salome, and you're likely to find me, that's S-A-L-O-M-E or Schillack, which is like the nail polish, except it's not an E it's an I. And you're also likely to find me because there's only one Salome Schillack in the whole wide world. And I have my husband's German blood to thank for that weird surname. So anyway, if you're new here, I want to say thank you so much. I am very excited to get to know you, please say hello to me. And without any further ado, let's hop into three questions that will unlock instant growth in your business.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack, and I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready to shine, and this is The Shine Show.

Tell me if this has ever happened to you. I had a very bright idea. And when I shared my idea with my team, they loved it. And so we implemented it straight away and it worked like gangbusters. And in that moment, I thought I was so clever to have this bright spark of an idea. And then I paged through my journal a few days later and realized that I had had that exact idea written down in my journal in multiple places over the past six months, the idea was already in my head and I had already written it down multiple times, but I never acted on it. It's like I didn't believe myself that I should do the idea. And that made me wonder what other great ideas am I sitting on, that I don't take action on because I'm so busy that I don't stop, slow down, and listen to what my amazing brain that already knows what to do is trying to tell me, if I will just sit still and listen for long enough.

I think our brains is a little bit like a dog. At least I feel like my brain is a little bit like a dog sometimes that keeps chasing its own tail, and the thought patterns that keeps going around in loops around and around like a dog chasing its tail. It's like the expression, we don't see the forest for the trees. So Tony Robbins says, the quality of your life is determined by the quality of the questions you ask. Quality of your life is determined by the quality of questions you ask yourself. And what I realized was my brain was presenting me with an answer to a question I was clearly on a subconscious level asking all the time, but in my busy-ness/hustles/overwhelm/get stuff done, I didn't pause long enough to listen to what my brain was saying, to listen to the answer my brain was giving me and I didn't ask any good questions.

I just allowed that dog to keep running in circles the whole time. So I wondered what would some great questions be that I could have asked myself? And I thought about some really clever questions I have been asked by previous coaches or mentors that I've had, that have made a big impact on my ability to reflect on what has been, what has happened in the past, and on my ability to think about what is coming and what I actively want to create in my life and in my business. And that's a timely thing we're now in quarter four of 2020, possibly the shittiest year for the majority of humans alive in a very long time. So I wanted to start reflecting on what I did this year and how I can build from here forward for 2021.

So today I want to share with you these three questions that I came up with, that's helping me reflect and helping me listen to my very, very, very smart and creative brain that already has all of the answers in sight, if I can just be still long enough to hear the whisper. The question number one is, here it is. So maybe you want to grab your journal and write this down. Question number one is, what are you tolerating? What are you tolerating? Was the very clever Kris Plachy who asked me that, what are you tolerating? Overwhelm is a funny thing. We feel overwhelmed when we have too much to do or when there's too much noise in our heads. And the funny thing about overwhelm is that it's often not even related to what's exactly happening or what's actually happening in our real worlds. Instead, it's just a feeling of helplessness that we hold on to because we think we have more on our plates than what we can actually handle.

And because we feel that way, it perpetuates the helplessness. And then we don't spend the time to take a hard look at what we actually have on our plates versus what we think we have on our plates. Think about it. How often do you look back at your week and you don't know what you did? But man, you were busy so busy, it happens to me all the time. That is overwhelm in its purest form, keeping you over-performing, to trick your brain into believing that you're making progress. When in fact you're just responding to other people's agendas and being busy so that you can get the short term dopamine hit from checking things off of a to-do list.

When we're in this overwhelm state, we start tolerating things because it seems too much work or it feels like it's too hard, too hard of a problem to fix the thing that we're tolerating. And often that thing can be quite easily fixed. And if we do fix it, it'll save us time, save us money and probably move us forward in our businesses a lot faster. But the perception that it's harder to fix than to tolerate keeps us stuck. And in my business, this has shown up in many different ways. It's shown up in the form of a draining client that is always late with giving us what we ask for them. Then results in my team, having to work over time to deliver quality work that would have been even better, had the client given us what we needed on time. It also shows up as, I didn't want to bring any guests onto the podcast sooner, because I thought I'd have to have all the systems in place before they would want to be a guest on my podcast.

It showed up for me that I put off running list-building ads for years and only really got my act together on that about a year ago, because I didn't have a clear plan for how I would add value to that list on a weekly basis. And I knew that I'd have to have something in place to add value on a weekly basis, which made it really convenient to procrastinate on building that list. As long as I haven't launched the podcast, I promise you launching your podcast was on my to-do list for more than a year. It's shown up in my business in the way that I have held on to a team member who was lovely, but unable to fulfill a role that they were placed in. In every one of these examples, I put off making a hard decision for far too long because I felt that it's just better, if it goes into the too hard basket and I just tolerate how hard it is.

And in every one of these examples, none of the things ended up being as hard to fix as I thought they would be. With the client, I just needed to send an email about how we would now be applying late fees, if our deadlines aren't met next time. One email is all it took, but I had to get out of the overwhelm and that victim mentality, where we feel sorry for ourselves and judge ourselves and indulging the drama, and I had to really get to a point where I took responsibility and stepped up and fixed it. And once I managed the feeling, I took responsibility, I took action and it turned out to be quite a quick fix. I put off bringing guests on the podcast because I felt that if I don't have the perfect system to make them feel taken care of, they may think that we're not serious or that we're even unprofessional.

And it's very important for me, that clients and students and podcast guests that they feel taken care of. But of course, this is a classic fear of failure. And in hindsight, I can totally see that I was waiting for things to be perfect before I opened myself up to possibly being judged by others. And you know, the funny thing about judgment and about fear of other people judging you is that no one was actually judging me except me. I'm the one in whom the judgment lives and that's why I felt self-conscious about being judged in the same way I was judging myself. Once I let go of the need to be perfect, I was able to welcome some incredible people onto the show. And those interviews have been some of our most popular shows, putting off building my own list was the same thing.

So I knew I just had to do it and make it up as I go and then perfect it later. And I'm so glad that I did, because it has been the best thing for my business to have a healthy email list of people who want to sign up for A-Lister and for the Launch Lounge. And with the team member, it was a bit more painful and it was a much harder decision to make as it should be when team members and people's livelihoods are concerned. But the reality is that when a business grows very fast, the way that my business did after the agency took off, it often happens that the business outgrow some of its team members skills, business starts to require specialists in specific things, instead of generalists who can pick up anywhere, any time. Sometimes you have to get painfully honest about what you hope someone can do and what they really can do.

And when it will be to the detriment of the business to have that person stay in the role, it can be much better for both parties to part ways. This was a hard lesson for me, and it required a lot of looking at things and being really, really painfully honest about how they were not, how I wanted them to be. Truth was I was tolerating and avoiding facing the facts. And once I asked myself, if this is something I should continue to tolerate, I realized that I was no longer doing her or the business any favors by keeping her on. It's never ever a nice thing to let someone else go on your team. So get honest about things you tolerate with your team early on, and you won't have to deal with big fallouts later. I'm glad to say that we were able to part on good terms and we are still good friends, but if I never have to do that again, I would be very, very happy.

So ask yourself, what are you tolerating in your business? That if you keep on tolerating it, it will continue to grow and cause bigger problems down the road. And how can you step in take responsibility and clean it up before the end of 2020? So that you can start 2021 on a clean slate. It's going to be a new year and it's going to be an awesome year. So that's question number one, what are you tolerating? Question number two is, what can be simplified and automated? And I don't remember where I heard this question, but I think it was from James Wedmore. And this second question is really about creating more ease for yourself about working less, but getting better results. Back when I was doing still running ads for our clients, when I was still the one in the grind before I had the absolute epic team that I have now with Caroline and Hannah at the head of running ads for our clients, I used to reinvent the wheel all the time.

Every time a new client came on board, I had to remember what exactly I had to send them again, to help them get onboarded. Every time I would start a new launch with a client, I'd sit down and make a list of everything I need, landing pages, ad copy, images, videos, custom audiences, custom conversion, the budget, et cetera, et cetera. Sometimes I would leave something out or do something in the wrong order, and invariably end up sitting behind my computer on a Friday night until 9:00 p.m setting up ads. Then when I hired Caroline, who is a rock star that currently manages all of our client accounts, we sat down and started making some epic lists of everything that had to happen and the order in which they should happen. We started seeing that every client had the same needs. Every launch was similar ads we were running and we were collecting the same data after every launch, and bit by bit, we started building out our systems inside our project management tool.

We use monday.com, but it can be Asana or Trello, whatever works for you. Now we get compliments from our clients about how well we communicate, what we need from them all the time. Clients tell me how organized my team is and how much they're able to hold their hand and make it easy for them to know what they need and what we need and when we need it by. So they really appreciate that we can tell them beforehand what's going to be expected. And that was simply because we sat down and asked ourselves what can be simplified and automated? It started with chaos, then we wrote it down. Then we put it in chronological order, then we plugged it into a project management system. And later we added checklists and standard operating procedures to those as well. And today at the agency runs like a very well-oiled machine.

When I launched the podcast, I knew better than to operate in chaos for long. From the first episode we published, I started writing down exactly what I was doing and how I was doing it. And this time I used a tool called workflowy.com, which is a tool that lets you essentially create bulleted lists, so you create a category and then you can put all the tasks in that category and the tasks that goes in those tasks and the ones that goes in those. Just a beautiful bulleted lists, and I love me a good bullet. I personally only went through the process a few times when I was able to hire someone to do it for me. And all I had to do was give her access to WorkFlowy, where she could reference the steps and watch the videos and she was off to the races.

So what are you currently doing in your business that can be simplified? Simply by writing down what you do while you do it or creating a Loom video of what you do when you do it. Then you can automate it and you can use tools like Monday, or you can hand it off to another person to do, but slowly you start handing things off and making things easier. So question number two, ask yourself, what can you simplify and automate right now? And imagine 2021, when you have simplified and automated a large part of what you're doing now, and you're paying someone else to do some of those tasks that you just don't want to do anymore. A beautiful, beautiful thing when this machine starts working like that. Question number three is, what works well that you can double down on? And this was a question that Stu McLaren asked me last week when I was at my Mastermind, I've joined Stu's Mastermind for membership owners, and I'm super excited about it.

I love being part of a Mastermind and it is just an incredible group of entrepreneurs that I get to hang out with. And last week I want to say we went to Canada, but we didn't actually go to Canada. We had our virtual event, I had to get up at four o'clock in the morning. And a lot of the people in the UK stayed up until four o'clock in the morning. And the guys over in North America was very accommodating for all of us in different time zones. But it was in this Mastermind meeting that Stu said, what works well that you can double down on? And this last question is for all you type A's out there, who wants everything to be perfect and keep fiddling with things and keep things tucked away because they're not perfect yet. If you made money with it, once you can make money with it again, what works well in your business?

And what can you double down on? Maybe you have a small offer that you offered your audience when you were just getting started and it worked, but it's not a big fancy office. So you thought you'd be better off tucking it away somewhere in a Google Drive folder or somewhere in a corner of a Kajabi account. And you haven't launched it again, bring it out, launch it again. You never know, may be you just need a few emails to send to your list and you can make some money over Christmas. You never know how many people in your audience will take you up on a smaller offer. Maybe you've created so many lead magnets that you're not using anymore, just because you keep creating new ones. Which one worked really well that you can use again, or which ones compliment each other, that you can turn into a little mini course or a little mini library that you can sell. Share these with your audience, add even more value to them, use what already exists in your business.

What about email sequences? Perhaps you have a sales sequence tucked away that you never used because you weren't ready to launch that course. Could you repurpose those emails and with some small tweaks, add them to your lead magnet series to make you some sales. What about social media? Is there a platform where your audience is absolutely on fire? And if you double down on that platform, that would get you a thousand times further and keeping on wasting your time on a platform that is just not gaining any traction. For me, this is A-Lister, my course that shows new online course creators and anyone new to building an audience, how to use Facebook and Instagram ads to build an audience of raving fans who actually wants to buy from you. I am doubling down on that course over the next few months because it simply works.

It works so well for the students and they love it. And it works for my business because it gives me a platform to serve more students and help more people get started without wasting money on ads that don't work. So question number three is what is the one thing that you can double down on for the rest of 2020 as we move into 2021? That will be the small lever that swings the big door for you. I told you at the beginning of this episode, that Tony Robbins says, that the quality of our lives are determined by the quality of the questions we ask ourselves. And I really hope that these three questions will help you create some white space in your head, that allows you to see clearly where your and your business strengths are. And how you can use those strengths to create bigger impact, get more money and more profit in your business and grow the impact that you're making in other people's lives.

So take some time and sit with your journal and write out these three questions. I'll repeat them for you. Number one is what am I tolerating? Number two, what can be simplified and automated? And number three is what works well that I can double down on? Spend a bit of time reflecting on these questions. And I hope this helps you get your mind clear and ready to start planning 2021. I don't know about you, but I'm about ready for 2021. If you love this episode, I would appreciate it so much, if you would rate and review us on iTunes, it means the world to me.

And I just love reading all of your wonderful reviews from all over the world. I have reviews from Canada, and from Europe, and from the UK and Australia, and New Zealand and South Africa. And it just warms my heart so much to know someone is sitting somewhere on the other end of the earth, and they're listening to me share my little message. So thank you very much for being here with me. I appreciate you go and rate and review the show and I will be reading out some of those reviews on upcoming episodes. Have a lovely week bye.

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button. So you never miss a thing.

 

73. How To Financially Recover From COVID-19

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73. How To Financially Recover From COVID-19

13 October 2020 | By Salome Schillack

Let’s face it: This year has SUCKED.

If you’re anything like me, you’re pretty ready for a new year. A year where maybe, if we’re lucky, the worldwide pandemic won’t be such a threat to so many people around the globe. A year where things might start returning back to normal. A year where people can leave their houses without fear of illness each day and loved ones can gather together.

However…it’s October 2020, and we’re still in the middle of a global pandemic. We need to make the most of this season, however frustrating and scary, and keep pushing forward to have a positive impact on the world around us.

I am so grateful to work in online marketing. I thought that I had it bad not being able to travel for events in my industry this year, but a recent trip up north in my state made me realise that people in other industries have it much, much, much worse.

We’ve got to make the best of what we have and work hard so that we can support those who are under more threat than we are. We can inject money into our local economies, we can keep people working, and we can make the world a better place by sharing knowledge and doing it well.

Are you with me?

Tune in to this week’s episode to hear my take on how we can band together and get through this as unscathed as possible, and then send me a message with your thoughts.

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack (00:00):

Welcome to episode number 73 and welcome to October. I have decided that the last quarter of 2020 is going to just be the zero width of January, 2021. For three months, every single day will be the zero width of January, 2021. I don't know about you, but I am ready to put this year behind me and to move forward. And in today's episode, I'll share with you why and how you can do it, too. So stay tuned.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack And I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads. So that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster. Then tune in because you are ready to shine and this is The Shine Show.

One of the most reliable ways that I have grown the Facebook Ads Agency that I manage and run is by traveling to the US for online marketing conferences. I've often told the story of how I did the first of many trips to San Diego for Amy Porterfield's Entrepreneur Experience event. Where I signed up four clients, I came home and I quit my job, and was finally successfully able to work for myself. In 2018, I traveled to the US for events six times. And I want to also add that at the time I lived in Perth, which is the most isolated city in the world. And it took me 30 hours to go door to door from my house in Perth to my Airbnb in San Diego. But I did it because it worked. It's the power of proximity.

Having an online business is really awesome, but magic happens when we all come together in the same room and we get to know each other and talk to each other. So when COVID hit, I realized quite soon that my travels will be impacted. What I didn't think would happen is that it would come to an absolute grinding halt. At the moment in Queensland, the State that I live in here in Australia, we did not have many COVID cases. We have gone days without any new transmissions and if you go to a shopping center, you won't even know that there is a pandemic on the loose. My kids were only ever out of school for about six weeks and we are touch wood, safe from the virus. And that's because our state borders have been shut for months. No one could come in and no one can go out. So no virus, but also no travel.

When I realized that I will not be able to travel possibly the government is saying until 2023, I did go into a little bit of a panic. What I told myself back in March when all this started unfolding was that, if I cannot travel, then my business will not survive this pandemic. Luckily, I already had the launch for A-Lister on the cards and we had our first successful launch in March, just as everything was beginning to shut down. What followed between March and now has been for me, an absolute mad, sometimes desperate, I'll admit, hustle. To get A-Lister and the Launch Lounge up and running so that I can cushion the blow of not being able to travel and get clients for the agency.

Now, the reason I tell you this is because I've just come back from two weeks vacation. And I only started seeing this clearly when I started relaxing while I was on holidays. During the month of August, after we finished the Launch Lounge launch, my brain went into complete shutdown for about a month. I was really only going through the motions, I couldn't focus and I couldn't concentrate. I couldn't plan anything or think anything through most days. We were preparing for the DCI Affiliate launch and I couldn't string two ideas together for that promotion. It wasn't for my amazing team who stepped up and created emails, social media content, and ads, I would have been completely paralyzed and unable to put one foot in front of the other one.

I didn't understand what was happening to me until my friend Donna shared an article with me while I was on holiday about how that paralysis is a completely normal after effect of this massive hustle to survive that I went into when COVID started unfolding. What I've always known about myself is that I am very, very good at springing into action when there's a threat. I'm the person who stays calm and gets things done. I'm the person who makes plans and starts to create new ways to solve old problems. I am very creative and very productive and focused when my back is to a wall. But that energy burst can only last a short time and then I'm depleted and I start to shut down.

I always knew that I'm great in a high-pressure environment. What I never realized or saw in my own behavior was the shutdown and the complete paralysis that follows. It took me to go on holiday and totally relax for two weeks and let my body and my brain heal in order to see it for what it was. That is one thing that I wanted to share with you on this episode, quite vulnerably, that I realized in the last couple of weeks. There's a reason I'm sharing this with you, so just hang on.

I also want to share another story with you about something that happened while we were on holiday. The State that I live in, Queensland, and is unable to leave is possibly one of the most beautiful places on earth. I live in Brisbane, which is in Queensland in Australia, and we have the Great Barrier Reef and we have the Daintree Forest, which is the oldest rainforest in the world. So my family and I flew about two and a half hours North of Brisbane to a place called Port Douglas, which is right next to the rainforest and the Great Barrier Reef. And I imagine it looks a lot like what I've seen Hawaii looks like, I've never been to Hawaii, but I can see that it would kind of look the same. Picture white beaches for miles with palm trees, turquoise water with turtle swimming in it and mountains of green lush forest in the background. Every tourists dream.

Now, because of COVID, we knew that things would be a little bit different on holiday. Social distancing in restaurant means they get booked out faster, so we have to book an advanced. Not a big problem, but still an adjustment. What I wasn't quite prepared for was the massive economic impact COVID had on these small communities that rely so heavily on tourists, not just from Melbourne and Sydney, but from all over the world, to come this time of year and spend their money. On the first day, we went for a walk up the main road and it struck me how many of the shops in the main road had closed. Then a few days later, my daughter wanted her haircut, so I called the first hairdresser that came up on Google. And when I called her to make an appointment, she said she had shut her salon and she's now only doing hair for weddings.

We did a lot of fun activities and every time I was struck by how incredibly grateful people were when we booked these activities. One day I had to be on a call with the students from the Launch Lounge, so my husband decided to take the girls deep sea fishing, an adventure that none of them have had before. We had a magazine lying in the Airbnb where we were staying and we called one of the advertisers. When I told the lady who picked up that we were looking to go on a fishing trip, she was so grateful. It took me by surprise how surprised she was that I'm even calling. She said she'll have to call me back because she was going to have to see if she can find a skipper to take us or to take my husband and the girls. And the owner ended up taking them out and they had the most fun day.

But this reaction of hers was the most curious thing at first. And then everywhere we went and everywhere we booked something or spent money on a touristy thing, people were so grateful and happy and kind. And the service was out of this world. And then it hit me like a ton of bricks, my 2020 hustle has been the biggest privilege of my life. Here is an entire community that thrives on other people traveling. They have no COVID-19, but the people that used to spend money when they visited had dried up completely overnight. Some people lost their shops, some people lost their jobs, everybody overnight lost their biggest source of income, tourists.

And the difference between what I perceived as a loss, having lost the freedom to travel overseas and get clients, suddenly massively piled in comparison to what they had lost. Because I could very quickly pull together an offer and use ads to sell it online to people who live anywhere in the world. Gave me a tremendous feeling of gratitude for the industry that I work in, and that I have the skills and the knowledge to sell the one thing the virus cannot take away from us. And that is our ability to sell our ideas to a mass market online.

What I really want to leave you with today is, if you're selling online courses or you have an online membership, or you're just at the start of learning how to create and sell your knowledge. You are already a thousand steps ahead of the scores of people who do not have the ability to influence where their next customer is coming from. I want to challenge you to sit down and see the things we have that we can appreciate. Whether it is your first 100 social media followers, the mobile phone that has a camera on that you can record yourself on, or your laptop, even if it is a hundred years old. If you have any one of those things, you have the means to thrive despite the economic impact this virus is having on the world.

And here is what I would love to ask you. I want to tell you that nothing, nothing gave me more joy than spending money at the local restaurant, or buying a dress from the local shop, or taking my kids snorkeling in the Great Barrier Reef. And every time I would spend money in my heart of hearts, I would say, "Thank you." I would say thank you to myself for selling my courses and thank you to my students for investing in me. Because if I did not sell those courses, if I did not charge for them, if I did not sell as hard as I could for as long as I could. I would not be empowered to put back money into my local economy and to save the jobs of the people who works for me.

We have the world at our feet, we have online businesses. We can put our ads in front of people who are suffering, and we can put our ads in thriving communities, and we can reach hundreds and thousands and thousands and hundreds more of people online. And because we are so lucky, we have these audiences at scale, we have to sell to them. We have to sell as much as we can because we have an opportunity that local businesses do not have. And then we can go out to our local areas and put back what they do not have the power to put back without customers walking into their shops. And that is how we start to rebuild the economy, that is how we shift our thinking away from this, "I don't want to sell because the world is doing it tough right now." To, "I have a responsibility as someone with access to thousands, upon thousands, upon thousands of people all over the world to sell to anyone who wants to buy. And then go out and support my local friends."

So I decided that October, November, and December as the zero rest of January, 2021. I'm leaving 2020 behind and I'm taking the rest of this year to create all of the systems and to build the support into my business to enable me to scale massively in 2021. Because I will take up arms, I will answer the call, I will reach hundreds of thousands of people and sell my courses unapologetically to anyone who's ready to learn from me. I will back myself more, I will need less permission and I will show up each day, starting from a place of tremendous gratitude that I know how to sell information.

And in 2021, I will aim to do as much as I can to help my local economy recover. And I can't wait for all that delicious food and spa days. I'd love to hear your thoughts on this. Send me a DM on Instagram, I'm at Salome.Schillack and tell me, how will you sell more in 2021? And how will you be supporting your local economy? Have a lovely day. Bye.

Thank you so much for listening. If you had fun, please come back next week and remember to hit that subscribe button so you never miss a thing.