Behind the Scenes Series Day 5
I’m back with the 5th episode in our ‘Behind the Scenes’ series, and today I’m sharing some incredible secrets to achieving successful paid ads.
But FIRST, if you haven’t listened to the previous 4 episodes in this series, go listen. Those episodes are vital to the success of your paid ads.
So many people make the mistake of jumping right into paid ads without having:
– a solid strategy
– excellent messaging
– set projections
– copy and creative that stands out
…and their paid ads are a total bust. These are key pieces your marketing can’t afford to miss.
Once you have that initial framework in place, let’s dive into the next step.
In this episode, I’m sharing paid ad secrets that are so simple, yet no one does them (not even most marketing agencies). These are secrets that will launch you straight to success. Tune in!
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READ THE EPISODE TRANSCRIPT
I think a lot of people jump into paid ads before having the strategy before having the messaging, before having projection set up, before knowing how they’re gonna stand out with their copy and creative. And that’s why they’re ultimately not successful.
You are listening to the Not for Lazy Marketers podcast, episode number 440.
Hello, my friends. Welcome back to the podcast. We are on episode five of our behind the scenes episode, someone was like, I don’t know what BTS means. And I was like, oh shoot, do people not know that the abbreviation ‘BTS’ means behind the scenes> So I’ve been giving you guys a lot of behind the scenes, Intel of basically working with us, but coming at it from the perspective of this is how you should be setting up your marketing. This is the support that you need in your marketing. And if you don’t have, you can fill in the holes. So today we’re diving into secrets to successful paid ads. And I wanna preface with everything I talked about before. This is part of the secret to paid ads. And I think a lot of people jump into paid ads before having this strategy before having the messaging before having projections set up before knowing how they’re gonna stand out with their copy and creative.
And that’s why they’re ultimately not successful. And so creating successful paid ads is about first having everything I talked about in the previous five episodes in place and having that in place or the previous four episodes. So with that said, now let’s talk about once you’re in paid ads, what’s really important. So this first thing I’m gonna share is so simple and nobody does it. And I even had our program that I shut down, but we had members in there and we’d provide them with the tracking sheet and we’d provide them with the instructions. And we’d say it over and over again. And maybe 10% of the members actually did this, which is tracking your numbers and not just tracking your numbers in the ad account, but tracking your numbers all the way through your funnel and tracking those numbers against the goals that you set and what this does is it just makes your marketing so simple.
And I know I’ve talked about this before, but I think we’ve all been in that place and experienced that situation where we’ve been like, why isn’t this working? Why is this funnel not working? Why are my ads not profitable? Why are my ads not profitable? Why am I not making money? And when you do that, you’re coming from a place of overwhelm, trying to look in all these directions. And you’re looking at maybe cost per lead and then overall sales. And you’re missing diving into the place where people are dropping off. And so one of the most important things, like if you take anything away from this episode is this, first you have to follow what I said previously in creating projections. Okay. And going into your ads with goals, what is the cost per lead? You’re trying to pay? How much money are you going to spend to make the sales goal?
What’s the sales conversion you’re shooting for? Now, we go out and we actually spend the money on ads and we track the actual data against the goals. And we don’t just track the ad data. And here’s the reality inside of the digital marketing space. And for most of you business owners, unless you’re e-commerce, the reality is it’s very difficult to get accurate tracking because a lot of times our funnel, it takes, you know, weeks or sometimes even months for a lead to convert. And so that’s why I follow this process that soon I’m gonna have a software that’s gonna solve this. It’s been a year in the works and it is so close to being done. But in the meantime, we have this manual process that we do with all clients that I’m gonna share it with you here, cuz it’s, it’s a total secret.
And I don’t know many agencies who do this or many people who do this because it’s extra work and it’s kind of a pain, but I’m so adamant about accurate data that we do this for every client. And so for our elite clients, we actually do this for them. And then of course for our profit clients too, we do this for them. But we don’t normally do the funnel work for elite clients. But because this is so important, we do this, which is if you have, let’s say a webinar funnel or you have a lean magnet funnel, you make two versions of it. You make one that you can use for all of your organic. So your social media, if you email your list, give someone the link, that’s what you use it for. Okay. Then you make a version for your paid ads.
And what that allows you to do is have a separate tag for the lead who comes in the paid ad version that you can go cross reference was a paid ad lead. So now if your pixel data is a little off or even more importantly, let’s say a lead that comes in this week ends up buying in five months from now. You can attribute it back to ads. So especially for companies who have longer sales cycles, especially for high ticket or honestly, even courses and people who it’s very common for leads to sit on a list for a long time before they buy this is essential because it not only gives you that immediate data about how your funnel’s converting. It’s 100% accurate. You can’t argue with it. Like the leads are in the funnel, tagged correctly from the ads. So you can’t argue with it, but also it gives you that long term reflection.
So I’ve done this for years. Really, since I started my business, I pretty much invented this and I know there are some people out there who have taken it and I’ve shared it publicly because I just am like, you need the data, you need the accurate data. And it was the whole reason why I started my software is because, or one of the big reasons is because it’s such a huge problem for businesses that have longer sales cycles to get accurate tracking, cuz it’s absolutely impossible. And because most of the time leads have to move through multiple softwares of yours to become a paying customer. So they might opt in using ClickFunnels and then sign up for webinar jam and then buy using Thrive Cart. Right? You’re gonna lose track of them. But if that lead is tagged with the initial tag coming in and it’s just that first step, it’s just that first step, that webinar, that opt in free challenge, whatever, if they’re tagged, now you can go cross reference with the purchase tag.
And so I’ve done this for years. And so we have a process where we are checking every application in every sale we get and looking at what’s that initial tag they got, did they get a Facebook ad tag? And I absolutely have people who came in a year ago via a Facebook ad and bought, and I wanna know that information. So we’re not only tracking the Facebook ad data, but we’re tracking all the way through the funnel. We’re tracking every important metric. If it’s a webinar we’re tracking the webinar show up rate, if it is where you are, you know, pitching on the webinar, it’s the sales conversion. If you have a call, it’s the book, a call conversion. If you have an application, it’s the book and application conversion, everything leads to each other. And we track that daily and we track that against our goals.
And I have an ad tracker that the team fills out with goals and then fills out the actual data. And if we’re not hitting the actual data, it highlights red. And what this does is it allows us to go to the first place it’s red and actually take action, which the next episode, I’m gonna talk about optimization, but you can’t optimize anything in your funneling or strategy unless you actually have accurate numbers. So I see a lot of times people looking at just their ad account numbers and they’re not tracking through the funnel. And the problem is if you want successful paid ads, you have to know your numbers to be able to make decisions, right? So that’s honestly the biggest thing because that’s gonna drive everything. If you’re click through rate on your ads is below 1%, okay, you need new copy and creative.
If you’re getting a ton of clicks on your ad and a ton of landing page views, but people aren’t signing up for what you’re offering. Okay. You have a landing page conversion issue. If you’re getting leads and you’re getting options and you’re meeting that goal, but they’re not converting. Okay. We have to look at everything that makes a difference in getting them to convert your email sequence, your actual webinar pitch, the wi the place that you sell. They offer all those components. We have to look at and improve if it’s not converting, but the first step is having that, that data. And so one of the biggest things that we do is basically an ads manager goes into in the ad account every day, fills out the tracker and then takes action. Based on those trackers turns off audiences turns off certain ad. Creative is able to take note for our creative team.
And this is really important. So we’ve had a lot of elite clients like launch, basically their first ads ever. And so after 30 days or after however long, if we need to go to our creative team and say, Hey, we need new copy. We need new creative. We need a refresh. We now can have the ads manager tell the creative team in this account, video does better. Or in this account, carousel ads do better. And so you’re constantly using your data and then improving and making decisions. And so the first step is knowing the data, getting 100% accurate data tracking all the way through the funnel and then using that to make decisions and constantly improve. And someone said this to me the other day. They’re like, I just like I’m I have so much room for improvement. And I’m like, yeah, you’re but you’re always gonna have room for improvement.
Like we’re always gonna be able to be better this month, next month than we were the previous month, because we’re getting data because we’re getting Intel because we’re learning. And because we’re always improving, we’re improving our messaging and we’re refining constantly. The last thing that I’ll say with successful paid ads, because yes, I could dive into like, this is the metric you’re looking for, but it varies so much that I’m not gonna do that. And I’m just gonna say, have your goals, track against your goals, figure out why you’re not meeting your goals and take actions based on that, ask yourself what contributes to this metric. What’s something I can do to improve it. But the other thing is really getting creative with your targeting and making sure to refresh your creative a lot. We have a minimum amount that clients should get for new copying creative every month, because it’s like when cost starts to increase on your ads, there’s only a couple things you can do.
You can test new audiences and you should be doing that and finding some new audiences and trying to get creative with your audience targeting. I think that’s the benefit of having a very experienced ads person is having somebody who can come up with targeting ideas that you maybe could never come up with because they maybe done it in another account. Or they’ve seen something work over here and they can take that into your account. But the other thing is refreshing copying creative. And I think this is where a lot of people who try to do their own ads get themselves into trouble because it takes time to write good ad copy. It takes time to create really good ad creative. And if you are not refreshing that every two to four weeks, depending on results, you probably are missing out on opportunity at least to test something and see if it can improve and see if it can do better.
So that is important that there’s constant testing going on so that when your existing ads, your existing campaigns increase in cost and start to go up and you’re like, oh my gosh, it was working and now it’s not. And this does happen more often than not with Facebook ads, that you are able to take action. And you are able to have refreshed creative and have refresh, copy, try new audiences and have something kind of in the backup ready to go. And so ads really in an ideal world need to be looked at every day and they need to be tracked and you can’t make decisions without numbers. So get that 100% accurate tracking with that duplicated funnel and track all the way through the funnel, every single step which I did talk about in the previous episode, and now compare your goals versus actual, and then use that to drive your actions.
So those are some of my secrets to successful paid ads. If you want to explore coming in and working in our done for you offer Elite where we manage all your ads. We write all your ad copy. I personally drive your funnel strategy. At least that’s how it is right now. And you have the support of a full marketing team of a strategist of an ads manager of a copywriter of a designer and creative manager coming up with ideas. You can go to hirshmarketing.com/elite and book in a free call. And I will be back tomorrow with the final episode of this series.
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