When we started selling our first 6-weeks intensive coaching workshop using Facebook Advertising, titled “Perfect Client System” to entrepreneurs who wants to learn a proven process and generate their own “perfect” high-paying clients and work with people that they want.
This was our first public coaching program and one of our prideful success stories where we managed to generate over 400%+ ROI using a proven process in Facebook Advertising, now taught to our graduates and collectively our process had made over $1M+ since 2014.
In this post, you’ll discover how we generate buyers, with examples, including our landing pages and then our Facebook statistics. After that, I will delve into WHY we got the results that we wanted.
We show our advertising on the user’s “Newsfeed” – so it appeared on the desktop newsfeed like this picture below. Our first outreach video is Jason talking to people and telling his story, why are they seeing this video, addressing their immediate concern of, “whats in it for me(WIIFM)?”
This post was ran as a “video views” campaign (not clicks or conversion campaign)
Why this video worked:
In this video Jason explained how, at just age 28 and after a painful breakup from a 7-year long relationship, he discovered the secrets other gurus used to generate high-paying clients globally with Facebook Advertising. He taught it to a few of his close friends and they all had their lives transformed from the process. It was so effective for his private friends that he was asked to become the CEO for a new company, and this gave him the confident that what he have is really valuable. So he decided to put together the best of what he had learnt for 12-months intensively into a free training to pay it forward and give back to the entrepreneur community.
We then did a deep dive research into the BIGGEST PAIN that 5-figure entrepreneurs normally faced and discovered that there actually TWO gains they are looking for,
- Price war (They constantly have to face price-hunters and play the price-war game to lower their fees in order to close a deal)
- Influence (Most people who failed to scale 6-figures lack the influence skill necessary for leaders to hire the right talent for their business and not enough industry influence to sell their product/services)
So we created a free online training for them to help them gain these 2 critical skills they’re looking for in order to scale their sales and business…
Clicking on the Facebook ad or clicking the hyperlinks in the post text will direct them to a webinar registration page.
(We split tested like crazy our headlines on our landing page text, so what you’re seeing now is the best converting one instead of the original one that we set out with when we first launched the campaign.)
If someone click on the red button and offered their name & email to us, the software(ClickFunnels) would lead them to the “opportunity page”.
This is our “opportunity offer” to meet with Jason for a “strategy session” and have Jason to give them a high-impact strategy based on what they want to achieve for their business.
To apply for a session with Jason, they first had to fill up a form with their details and answer the questions Jason need to know in order to provide them a full detail strategy session for the applicants.
Based on their application, we would call and invite the qualified applicant down to our office and schedule the meet with Jason. There were a lot of requirements for this coaching program to keep the quality of people coming to learn from Jason, so our sales could be potentially much higher if we lowered our entry condition. A total of $250,000 money opportunity were created after the 6-weeks.
To sum it up, the process went like this:
FB Ad -> Free Training -> Offer Page -> Application Form -> Calling Applicant -> Strategy Session -> Buy In.
What Went Right For Us?
In this part, we will be running through the factors that contributed to the final results of our sales. These could range from how we optimized our ads to what we were looking out for.
1. Our Ad Structure And How We Split Test
For those who have done Facebook ads will know this: Facebook always like to optimize to show whichever ad is performing better. So, if you got result from one ad, it will prefer to show that ad over the other ad that did not convert significantly more.
This can prove to be ineffective, and what we did to prevent this was to place only one advert into one ad set. All the advert we linked to is the same post, so our engagements and comments were on one post instead of many different posts.
As you can see below:
In each ad set we directed to that one video only. The image below is from the Zig Ziglar adset:
Why we did this: Facebook love to optimize so that if you have 2 adverts in an ad set and one quickly converts, the other one will be left in the dust pretty quickly. An example can be seen below if you turned on all at the same time:
This is taken from an earlier campaign that we did but not related to this case study. The middle ad converted really well, but that’s because the reach is significantly higher than the other 2.
The question to ask here is how would you know the first and third ad did not work at all when it really did not show up on your target audience newsfeed at all?
We learned that lesson, and put only one advert running at a time in one adset to minimize such an issue and track our numbers and then optimize our ads manually instead of relying on Facebook to do it.
Other things Facebook could optimize to show more to a certain side: Gender of audience, Age of audience, Desktop/Mobile display.
2. Our Unique Interest Targeting Method
Adding on from the previous point, our interest targeting was to test one interest at a time to make sure to identify which interest converted, and which one did not.
This was rather tedious but it gave us the best way to conclude which interests we should keep using in order to get leads for our campaign. Once we identified the winners, then we put them together with other converting interests as well too.
If the interests were similar (eg. Tony Robbins and Anthony Robbins, Robert Kiyosaki And Rich Dad Poor Dad), then we grouped them together into the same ad set as well too. We tried not to put more than 5 interests and usually kept most to 1-3 interest in one ad set at most.
Depending on the number of interests, we tried not to go too huge on the number of people it could reach. If you are testing one interest only, you most likely would end up with an audience size that is below 50k usually, unless it’s a big name interest like Opera Winfrey.
This picture above shows our ad set for testing the interest of ‘Warren Buffett’ and it only reached out to 27,000 people. This is ideal because you don’t want to reach out to millions of people as it makes it harder to know if an interest actually converts.
To sum it up, this is the way we did our interest targeting for this campaign:
- Test an ad set with one interest for $5 – $10 to see if there is any conversion.
- If there’s a conversion, add that interest into 2 ‘winners’ ad set with a $15 budget each.
- If it doesn’t convert after $10, shut off the ad set instead.
We were running with $50 budget daily for this campaign. This means $30 on winning interests, and $20 on testing new interests.
The new interests will keep changing every day, with the converting ones added to the winning ad set and discarding the ones that fail to convert.
Why we did this: Testing one interest at a time gives us the best way to scale our ads and not spend our money recklessly on the interests that does not convert. If you group too many interests at once, you may not know why it has converted and which interest is actually the one converting.
3. Audience Network And How It Helped Us
If you have done Facebook Ads, you would have seen the option of Audience Network and may be thinking, “What in the world is this option?”
You can read the official answer from Facebook here.
To summarize this: Facebook has partnered with many media providers, advertisers and networks to show Facebook ads on their platforms as well too. This would allow your ads to be shown on many other websites, mobile ads, mobile websites and videos that Facebook partners with.
How we used audience network was simple: Once we found the winning interests, we place them in 2 adsets. One for Desktop newsfeed, mobile newsfeed and right column ads, and another solely for audience network. This allowed us to reach out two different platforms altogether.
After testing with Audience Network, we realized the advantages of it. One of it was that the views and clicks on the ads were significantly higher than the ads placed on Facebook. However, the conversion for these ads is not that good.
This was easily concluded from our campaign:
The first ad set was basically showing our ads to the Facebook platform only (Desktop/Mobile Newsfeed and Right Column), while the second ad set is mainly targets people in the Audience Network only.
*NOTE: You can’t target AN people only now, and have to include newsfeed targeting in order to activate audience network people now.
Considering that we spent more on the first ad set, we still received a lot more video views on the one from audience network, with a lower cost with it as well too.
However as you can see, the clicks and conversions were really, really bad for audience network.
Why We Did This: The main reason why we activated audience network was to give our advert more exposure and to keep our audience seeing our advert. It usually takes a few times for a potential lead and buyer a few times to see your advert before deciding to take action.
One of our buyers that bought into our program told us this: He actually saw our ad 7 times before he actually took action to apply for our live session. He even saved our ad after awhile to refer to it in the future.
We tested with other campaigns as well too, and we concluded a few things:
- Typically cheaper to reach the same amount of people compared to just Facebook
- More expensive for results such as conversions and clicks
- Gives more exposure to your ad and brand.
4. Why We Used Videos For Our Ads
The majority of this campaign was using the video views options, and running a video ad as our front. Our ad also included a long text copy for our audience to read as well too, with certain call to actions included in the post text as well too.
One thing for certain is: We ran video for all this entire campaign. Even if we tweaked and changed the ad, it will still primarily be video on the fore front.
In this campaign, one video was used on the ad, and one video was included in the opportunity page. In a few revision, we even included a video on the opt in page as well too.
Why We Did This: There are many reasons why video is the way to go, and why we swear on video in the future.
Reason 1: Cheaper to advertise- More reach, lower cost
It is a lot cheaper to reach people with video vs reaching people with just normal advert. Giving an example to compare the difference between using video as an ad VS using a normal link click ad with a picture only. This is using the SAME interest in both ad sets.
This above picture is from our another campaign, but using the same interest of ‘Warren Buffett’. Our results shows a reach of 417 people with $4.48 spent and is through using the ‘Conversions’ campaign. This was just a normal link click ad without video.
This above picture is from this campaign, using the same interest of ‘Warren Buffett’. Our results shows a reach of 743 people with $4.00 spent through the ‘Video Views’ Campaign.
The conclusion for this is that the reach you can get per $ is a lot higher in the cases of using a video. This is because Facebook has been trying to push videos out a lot and prioritizes such ads over a normal ad with just a picture.
Reason 2: Create Intimacy With Your Audience
The problem with normal linked click ads is that you may not convey the correct intention to your audience. According to Albert Mehrabian who came up with the communication rule which states that communication is based on:
- 55% body language
- 38% tone
- 7% word
A normal link click ad could only go so far with just the words, while video can also conveys the tone and body language too. Besides, it helps you create more intimacy with your audience and can capture certain wording and emotions that text simply cannot convey.
As we are reaching out to the cold traffic, the audience need to recognize by seeing and listening to Jason so that they can warm up to him too.
The other thing is that people LOVE to see videos more rather than reading text in this time and age.
Reason 3: Gives People A Choice
The other thing with our ad is that we chose to create with a long post text copy mainly for two reasons: To build the trust with cold traffic more, and for people to make sense of the ad if they are unable to watch the video with sound.
One thing we definitely could have improved is by adding captions to the video, which we do now on a regular basis for all our video ads we upload.
The truth is that as much as 85% of videos watched on Facebook is without sound, which makes a lot of difference if there’s no captions on the video.
For those unable to watch the video, they can still understand with the post text that we wrote. It also gives our audience who can watch both video and read the text to get more information on what this is all about.
5. How We Used Retargeting To Get More Leads
Retargeting refers to the ability to target an advert back to previous viewers once they complete a certain action. What this means is that you can show your ad to people who watched your videos, visited your website, signed up for your email list, etc.
In this case, we place another advertising in-front of people who watched at least 50% of our first video, but didn’t sign up for the free training:
Below are the statistics that resulted from this video:
The percentage is the completion rate of the retargeting video. To break it down:
- $10/Day Budget
- 8014 people reached, 6616 viewed the video
- 1012 Clicks (5.3% CTR) costing $0.15 per click on the ad
- 165 Clicks (0.86% CTR0 costing $0.94 per click through to the same landing page
- 18 leads costing $8.64 per lead
- 454 watched 50% of the video, 389 watched 75%, 321 watched 95%, and 267 watched the entire video.
Why We Did This: The people in this video knew who Jason was already, so the traffic that is watching this video is slightly warmed up already. It’s also because of this video that helped us capture and additional 18 leads which was not possible if this video was not in place.
The other thing is that we realized that a retargeted audience typically interact a lot more with your advert, compared to a normal interest targeted ad.
Why the video worked:
Most people are skeptical by nature, especially to advertising. In the video Jason explained his reason for coming out to train despite having to face backlash from the public with their judgemental nature, and why despite getting insulted he continue to do what he do. He talked about in his video about desire to transform lives with his proven process he used to help someone become a 6-figure entrepreneur in less than 100-days working with him.
6. Trending Triggers
We did one more thing while running this campaign too: It was around the time when Joseph Schooling won a gold medal at the Rio 2016 Olympics for Singapore.
The reason why we mentioned this was because we created an ad to leverage the huge buzz and interest over Joseph Schooling
Why this video worked?
Jason vocalized the struggles and hardship of starting out entrepreneurs and they can relate to his writing about Joseph Schooling’s training to rise up and become the top of his domain. Jason encouraged the entrepreneurs not to give up and helped them remember that Joseph Schooling did not become Gold champion sitting in-front of Facebook, but had spent over $1M+ to receive training and how having the right coach he achieved success faster than anyone else. He then throw a question to his readers and emphasize the importance for having a coach. This is an extract from the post:
“J.Schooling’s Gold medal at 21 years old is the proof of “how fast can I attain success with coaching”. At this age he’s already broken multiple records and now… WORLD RECORD! But if left to his own, even if he had “unusual athletic ability” it’d all be a waste if not for his first coach, Vincent Poon. Had he not coached J.Schooling when he was young and personally dive underwater to help him improve his technique, J.Schooling probably won’t achieve the same success this fast. (Reminder: 21-years old…) A coach sees our innate talent and bring out the BEST in us. Coaches all over the world SAW the talent in J.Schooling because they had enough perspective on what it takes to WIN in the game. (if we want to succeed in our entrepreneurship journey, we have to ask ourselves “if all successful people had coaches, why not us?”)”
The statistics were interesting because of this trend:
Our Joseph Schooling ad reached out to 29,840 with only $114.87, while our normal campaign reached 79,605 with $733.83.
If you multiplied the reach of Joseph Schooling ad by three times, we would have a reach of 89520, while possibly spending less than $400 only.
This wasn’t the best part about it, but rather the results from the ad itself.
Almost a third of the reach was organic due to people sharing this post on their news feed. This resulted in our ad reaching places that may not be possible at all.
The reactions for this post was pretty crazy too, with close to 250 likes and 43 shares in total.
Why We Did This: We saw the connection between entrepreneurs and Joseph Schooling and how he had to slog through years of training just to reach this results, just like many entrepreneurs. We related the experiences in this post, while celebrating an achievement that Singaporeans can relate to as well.
The result was a resounding success, while building good vibes with our viewers as well too.
One thing we know for sure is that we could have gotten more sales, if we accepted all the application submitted to us. Jason does a personal screening to every application and if he find that he cannot help the applicant, he will reject the application process to meet him.
Most people might be mistaken that with such a long process, people would lose patience and dropped out, but we generated a total of 10 applicants (With one person applying twice that we rejected!)
Because we are solving a BIG PAIN that people want a FAST GAIN.
In the end, we only picked two people out of the 10 applicants. If we were less stringent in our selection, we could have potentially made up to $20,000 in sales compared to just $5,342.
Even though we had many good things presented here, we had some downsides as well such as our ads not rolling out if the reach is too low and problems that limited our reach.
Our solution to that was to switch from automatic bidding to manual bidding and setting it at the price that Facebook recommends. The moment we switched it, the ad started moving again.
Watch out for our new release as we document all our “failed” campaign that helped us learnt everything we needed to make this campaign a success.
Now that you’ve learnt our process, what’s next?
Personal Note From Jason Lim: Hey, do you like what you read? If so, I want to help you save time and reduce your learning curve – so you can attain your income goals 3X faster and achieve 2X more freedom; while preventing the 36-months of struggle I had to spend figuring it out all by myself…
If you want my personal help, go here to schedule a session to speak with me personally at https://thejasonlim.com/discovery
On the call, I will provide you a blueprint to help you 2X your business for the next 12-months.