Today I’m bringing you some tips for how to lower the cost of your webinar registration. These are thing we do within my agency, so I know they work!
#1. Do frontend retargeting (like Facebook lives).
You need to have valuable content on the frontend of your funnel. Before you plan out a webinar, you need to have engagement content.
And the best way to do that is with video.
You don’t have to choose Facebook as the platform, although it might be helpful to have Facebook live videos with a mix of other options (like pre-recorded or meme-style videos). But videos are preferable to blog posts and everything else.
You need to do this with strategy.
My Team is starting to roll out a new strategy that focuses on using engagement to drive people through the funnel.
You can retarget people who watch your videos or engage with your Facebook page or Instagram account. This lowers the cost of your webinar registration, because the second time people see your ads, they’ll also be seeing your live videos. Then when they see the ad for your webinar, they’ll know you already, meaning they’re a cheaper cost per lead.
Warm traffic converts at a lower rate. And retargeting helps you build your warm audience.
But here’s the trick: You have to put adspend behind your engagement posts. Facebook’s algorithm tells us that organic reach is nearly impossible, so you have to use some of your ads budget for these engagement posts and retargeting.
#2. Test copy and images.
My Team always starts with three versions of copy. And we test everything.
Even if your cost-per-click rate is pretty good, I encourage you to try new and different things to lower that rate. You might try shorter, straight-forward copy v. story copy or longer copy with a lot of whitespace, for example.
Then test images, with and without text.
(About 75 percent of the time, images without text convert better.)
Especially when you start to scale, a lower cost-per-click makes a big difference.
#3. Try the 30-day rotation.
Lately I’ve observed that after 30-45 days, ads start to saturate, meaning the cost starts to slowly go up.
You have to keep an eye on your ads and look at what’s happened in the last 2-3 days v. the last week. If your ad costs are starting to spike, that means your ads are starting to saturate and it’s time to switch things up.
Sometimes what happens is that you won’t notice your ads have saturated until it’s too late and your only option is to turn them off and start over.
Instead, my Team has a new version of ads ready to go when this happens.
We might have new copy, or new images, or a new headline. We start this ad and slowly scale up, so when we have to turn the first one off, we already have one that’s working in its place.
You have to regularly keep an eye on ads, plus you need to have a backup ready to go.
#4. Let things optimize.
Let Facebook do it’s thing! Facebook is on your side. They want your ads to convert well.
Over time (the average is about seven days), the conversion rate will start to come down.
Most people get freaked out by high conversion rates and immediately turn the ad set off.
But these are my guidelines:
If there are zero conversions in 24 hours, I turn the ad set off.
If there are some conversions within 24 hours, I keep the ad set on.
If the conversions are more than 50 percent what I want within 48 hours, I turn the ad set off.
If the conversions are lower than that (but still higher than I want) within 48 hours, I keep the ad set on and let it optimize for another few days.
If conversions are still much higher than I want after 4-5 days, I turn the ad set off.
You need to give Facebook some time to optimize, otherwise you’re hurting your own ads. And don’t make changes to something that’s converting well, because that resets everything.
BONUS TIP: If you host regular live webinars, keep the date of the webinar inside the backend of your funnel (and not the ad) so you don’t have to change the ad set and require re-optimization.
BONUS TIP: Exclude anyone who’s visited your Thank You page, because you don’t want to waste money reaching people who have already signed up.
I hope this was helpful,
P.S. Want done-for-you Facebook ads and funnels from an industry leading agency? Book your call with our team here.