5 Facebook Ads to Increase Course Sales - Jackie Ellis

00:02 Hey there, and welcome to five Facebook ads that will drive your course sales. My name is Jackie Ellis, and for the next 15 to 20 minutes, we're talking Facebook ads. So let's get started Now. I want to feature real quick what you can do with the strategies that I'm about to share with you. Ok, some of these strategies nobody even knows about, but we use them with all of our clients, most of whom are course creators and coaches. 

00:31 Like Cory who sells a weight loss program and made back six X ROI on his course launch or Anna who was having break even launches and then saw 10X last month on her certification program when we implemented these strategies for her. We also have a spa client who made back a ridiculous 27 XROI on our very first launch together. And Nikki who was actually already A7 figure business owner that was able to double her revenue using just two of the strategies that I'm going to share with you today. 

01:09 So what you really need to know is that if you're still using last year's strategies, it is time to up your game. Now you might be wondering why you should listen to me and I'll just give you a real quick background here. My name is Jackie Ellis. I manage an ad agency that spends or I'm sorry, I run an ad agency that manages 2 to 5000000$ an ad spend every year. And I don't say that to brag i'm telling you that because I have a lot of data to pull from. 

01:40 Ok, we know what is working. We run ads for coaches and course creators and multimillion dollar business owners who are online or who are online service providers. And we have helped hundreds of business owners scale with paid ads. So we've got, we're in the trenches. We've got our hands in there every single day. Ok, I want to jump right into the content because I'm going to share with you 5 Facebook ads that you should be running to improve your course sales, starting with the problems that you might be running into. 

02:17 Ok, the first problem is that you're not even staying top of mind to the people who are opting in for your webinar or your challenge or your freebie. Then maybe you think that that means that you should post more frequently on social media, but you feel like you're getting maxed out creating content and posting multiple times per day. I get it. That's the beautiful thing about ads is that you actually don't have to do that at all. So my money making ad number one is what we call visibility ads. Now, what they do is actually help keep you top of mind they get you back into someone's newsfeed it's almost like we're force feeding your content to your audience. 

03:02 And the best time to deliver these is after someone has engaged with you or opted in for your thing, OK they get you back in front of those people, back into their newsfeed, OK, If they're online, they are going to see your visibility ad and that is something that organic content just cannot do, no matter how much you create. 

03:24 Now how they work, is this OK imagine someone opts in for your free thing. Maybe it's your webinar, it's your lead magnet, whatever. And a lot of times they'll forget about you unless you're emailing them regularly or they'll forget what your name was and then you'll pop into their inbox and and they don't recognize you right? Most times, let's be honest, they're not even opening your emails. So keeping your face and your name in front of them every single day by staying in their newsfeed is so important. 

03:57 I mean, think about it, would you rather that someone signs up for your freebie and then OPS out of your emails a week later because they just don't even remember who you are? Or someone opts in for your freebie and then start seeing you everywhere, on Facebook, on Instagram, podcasts, blog posts, videos, and then they think, Dang, this chick is everywhere. Yeah, I think number two is is, the option that you want, right? So here's a couple examples of visibility ads. We actually recommend that you take content that you already have, that you've already posted organically and just turn it into an ad that's delivering to people who have recently opted in or engaged with you. 

04:41 So here's a couple examples i'm not going to read all of the examples I'm sharing with you today you can pause this video and or take a screenshot and look further. Now here's a couple ideas of ways that you could use visibility ads in your business. So number one you could repurpose organic posts. Ok. What Facebook loves about this is that they already have engagement on them. So this actually tells the algorithm that what you are posting is liked and relevant and it jumps you to the head of the virtual line both with your ads and organically. 

05:20 So it gives you a little boost organically as well number two is make sure that you are strategic with your visibility ads, OK? They should be aligned with upcoming promotions that you have planned so don't just turn a post into an ad just so that you're visible. Be strategic about it it should be the the step prior to where you want them to go next, OK. And then number three this might sound counterintuitive, but actually include content that you don't own. 

05:53 Ok Remember, people are more likely to believe someone when they are sharing a recommendation or something that they did not create themselves instead of Tooting your own horn, you can establish credibility by Tooting someone else's horn or an interview that you were featured in or a blog post that you wrote for someone else, right? Don't be afraid of sending people to someone else's content as long as it is complimentary and not a competitor. Ok, the the second problem that you're having, the reason that your ads aren't making sales is because you're getting ghosted especially this is especially true of webinars. 

06:38 People just aren't showing up for your webinars or reading your emails like they used to, and it feels like they're ghosting you. Ok, so that's where money making ad number two comes in. This is engagement ads. Now what they do, they're very similar to visibility ads, but visibility ads don't really have a call to action on them necessarily. Engagement ads do OK instead of just getting back into their news feed, you have a very specific reason you want them to engage. There is a call to action. So I'll give you a couple of examples in a second but imagine that after someone opts into something, we want to just give them a gentle nudge toward an action. 

07:23 Ok, so again, we're getting back in front of them, but maybe for a webinar, we want to make sure that people don't forget. So we send out a reminder ad or we ask them what they're most excited about learning on the webinar or something like that. Here's a couple examples, OK, of engagement ads. This first one says, I just noticed that you didn't book like you opted in, but you didn't book your free call. 

07:51 So go ahead and do that. And this one says, hey, do you have questions right? This is an engagement ad. Now, there's a couple different ways that you could use them here's just a few examples i'm sure you can think of dozens more. But webinar reminders, encouraging people to show up the day before and the day of inviting a friend. You can ask them to invite a friend to come to your event or or whatever it is, or ask them a question. Ask them what they want to know, what they're hoping that you teach or something about what you're selling or so on. 

08:31 Problem number three is you're not delivering enough value. And a common answer to that is people are saying create reels, create reels reels are the way to go. But if you're like me, that's kind of a big ask. I'm not very tech savvy when it comes to videos and it just feels overwhelming. So instead, how about creating carousel ads? So carousels, you know what carousels are already it's where you scroll through several different slides of an ad, right? They are so powerful because they actually increase the likelihood of someone engaging with your content by 10X And what they should really be doing is most likely educating, but they could also entertain. 

09:16 Ok, they give you so many brownie points in the algorithm because of the engagement that they, I mean, reels do as well but like I said, if you're not wanting to create videos or you're not tech savvy in creating those, they get more engagement than other types of posts just still images, right? And that boosts your content to the top of the news feed. So you can take long form content and break it up into bite sized pieces that you place snippets of in each carousel card. Ok, it's so easy to consume it's like a story that someone can scroll through or a listicle or something. 

09:59 And they are some of the most saved and shared posts. Now I recommend that you probably post these organically and then turn them into ads as well so that you get the most bang for your buck. So here's 2 examples of carousel ads. The first one is 5 tips to boost your social media. Ok, And obviously we didn't put all of the carousel images in here, but this should give you a good idea, OK, And you keep swiping it's very important that these are posted in order, obviously, but you keep swiping in order to get to the next one. Ok? The second one is 6 emojis to try in your subject lines it's another kind of listicle, right? Another list of things that you could do, but you could also create carousel ads that are more like stories it's like, here's how I did this amazing thing. 

10:56 First I did this, next I did this da da, da, da, da da, kind of the step by step, right? So many ways to use carousels and they really are engaging. So you could keep this real simple and repurpose A blog post or turn a podcast episode into a listicle or breakdown your course into modules. There are so many ways to do this. Now the next problem, this is the biggest 1 is that sales probably, or sales might not be rolling in like they used to and you think that the solution is sending more emails, but that doesn't seem to be working. So this is where we pull in retargeting ads. 

11:38 Now during a launch, we actually call them our open cart ads that's what we call them in my business, but they're generally known as retargeting ads. What they do is specifically get your offer back in front of people and the objective isn't necessarily to make the purchase, it's to send them to your sales page. Ok, that's it. It's that simple. So here's a couple of examples. I mean, there are so many different things that qualify as retargeting ads, OK. 

12:10 But this first example of Jenna's she is basically creating some urgency like it's almost closing time. Ok, doors are closing, get in before the doors close. The second one from Selena Sue is about bonuses. So she is creating some. 

12:33 No, it's, I guess in this case, no, you know what it is scarcity, I'm sorry. Or urgency because the bonuses are about to expire, right. And then this last one is a testimonial. All three of these are examples of really great ways to get into your buyer's mind, little sales psychology here, and create some type of reason for them to Click to go to your sales page. They want to get in before it closes. They want to get those bonuses or if they can see themselves in the testimonial that you're sharing and they want those results. So here's a couple ways that you can use retargeting ads for your business. You could announce that enrollment is open, kind of boring, got to get a little creative about that but you can do that. 

13:21 You can feature testimonials, you could feature bonuses. You could use FOMO or that last chance doors are closing or use scarcity. Lots of opportunities there. Now there's another problem that people get caught up in and that is they say social selling is where it's at. Ok. And if you're like me, you're like, I am not spamming people i don't want to be that girl. I do not want to be just sending random notes to people's you know, DMS. But there's an easier way to do that. Ok, you can actually use DM me ads so instead of you spamming people with DM messages or direct messages, you can set up your ad so that people are messaging you. 

14:10 Ok, so this actually gets people to jump immediately into your inbox. It's one of the most intimate ways that people can connect with you online, so take advantage of it. Ok, If you think about it, anyone can DM anyone. It's pretty incredible. We just have to make it juicy enough for them to want to DM you right now in this ad, they completely bypass a long nurture process. All right, if and, and all of these ads, to be honest with you, are a great safety net because we know people aren't opening all of your emails. They're only opening 25 % of your emails, right? So if they're not opening emails, how are we staying in front of them? This is like your safety net. 

14:53 Ok, so in this case, the ad invites them to send you a message via Instagram or Messenger. So here's a couple examples. I've got my own example in here. This is one that I ran a couple of years ago actually that did really well. It says DM me the word ads on fire to sign up for the free training. Ok, This one says message us the word mind one to sign up for the free master class or send us a message to sign up for the free challenge and this one actually, when you press send message, it was already preloaded with the keyword, OK. 

15:31 And this uses something like many chat or even go high level you can set up where there's a keyword in there that will trigger a bot, it'll send you a link to sign up for the thing, right? And then you can actually manually have conversations in there too it doesn't have to all be automated, but at least getting started can. So you could just start a conversation. You could send someone to a landing page to sign up for something i do that a lot with my own organic posts. You could send them to content like A blog post or a podcast. You could book an appointment, or you could let them ask you a question. 

16:10 There's so many ways to use this style of ad. So you guys, that is the five types of ads that we run for our clients in the agency that help get them absolutely the best amount of the best leads, the best warm warm up, I guess for clients or for potential customers, the best amount of traffic to their sales page, the best visibility, the best engagement, all of it. 

16:41 Ok. So I hope that you enjoyed that. If you are looking for a little bit extra help with your ads, I have something free for you. It is my copy by number workbook. I call it the quick and dirty formula for AD copy that converts. We're actually ad copy specialist over here. So I created this little guide. You can get it for free when you DM me. So just send me copy one on Instagram and my Instagram handle is I am Jackie Ellis. Super easy, right? All right. Thanks so much for watching.