What happened after I spent a hundred thousand dollars on one ad? I will be showing you how to scale ads profitably. There is one ad, one video that was very profitable, but we spent about $117,000 on this ad so far which we launched at the end of February or so, and it’s been live ever since. Plus, this ad probably will be evergreen for us for a really long time.
By spending $117,000 from this one ad, what happened? I got about 4.5 million views on this one video, over 3000 shares 2,100 comments, a lot of negative comments included, which we’ll get to later on in this article. That’s because whenever there’s money or anything related to money, there are certain people who are definitely not going to like it. So how did I actually scale this one ad?
Number one, the first thing you need to understand is really about understanding two numbers.
1. Cost Per Click (CPC)
I can tell based on the ads manager, I know exactly what my Cost Per Click is. Your Cost Per Click might be higher, depending on the countries you target, depending on a market that you’re in, or it could be lower, if it’s a niche that’s not related to money or investing or anything like that. That’s the first number that you must know. So what are your numbers? All these different campaigns that you see on Facebook, they all have a different cost associated with getting registered. However, the most important number here for a big picture of perspective is how much it costs me per click. When I know how much it costs me per click, that’s when it brings me to the next step. If you know how much it costs you per click, what do you think naturally is this other side of the equation?
2. Earnings Per Click (EPC)
When I send it to a sales process, whatever funnel or sales process that you’re sending them to, you gotta know what your earnings are per click. Do you know what your Cost Per Click versus earnings per click are? Everytime you send them to this sales process, how much will you earn in terms of returns on ad spend? I know for me, it is approximately three and a half times up-front. This doesn’t include the fact that I’m still now getting a ton of leads into this funnel. I’m getting about thousands of Opt-Ins targeting Asia and South Africa, so this doesn’t include the fact that I’m still building a list, and the fact that if I’m able to take care of them, nurture that relationship, provide value, and demonstrate that I can help them by actually helping them, they become a customer for life and they could be interested in my other products. So on the front-end, the first thing you gotta know, if you wanna scale your ads, is what is your Cost Per Click versus earnings per click. Optimize these two things.
How To Decrease Your Cost Per Click
- Your Cost Per Click Will Depend On Your Targeting
You’re retargeting. So, how you write up the ad and what you wanna to do is you wanna make your ad shareable and engaging. Because if you can get people to share your ads, therefore increasing your engagement, that is how Facebook will show it to more people organically, and therefore it will decrease your Cost Per Click. There are many different ways to decrease a Cost Per Click, whether it’s your messaging, your video, what you’re saying, whether it’s entertaining, etc. All these things are what will drive your Cost Per Click to become lower.
For a really long time, I’ve always told people that selling online is probably one of the most important skill sets in entrepreneurship and in business. As you can see, the people that are actually taking a huge hit right now are businesses that did not manage to pivot and bring their businesses online.
- The Shares Are What Makes An Ad Powerful
If people can share your ad on their feed, you will get a lot of organic extra reach, even though it’s a paid ad, which is going to drive your paid ad and Cost Per Click even further. Here’s the next thing that stops a lot of you. Nobody likes mean, negative, or derogatory comments on any of their posts or ads, but I can guarantee you, when it comes to scaling ads, the moment you have an ad that takes off it will somehow end up being about other things that don’t even have the slightest relation to it.
Most of the time when people get a hater ad, they would just either hide it or delete it. Why do you look at Facebook comments? Because you want to be able to see what people are saying, what their thoughts are on it. So if you wanna change your mindset when it comes to scaling ads, the moment when comments start getting ugly, don’t start hiding or deleting them. It is about playing with them and trolling the troll. In fact, it’s only bad if you leave it there unanswered. The moment you start scaling ads, some people will say, “Can you cash out?” “Why don’t you just create a free e-book?” This is not a hater but sometimes, people would be unappreciative. People will hate on you, other people are seeing how you react. Everybody’s watching how you respond. Not everybody’s gonna know or like what it is that you do, and that’s okay. I always tell people I’m an acquired taste. People will always see things based on their reality of life, but that falls under this roof. What is this roof here? It is the second thing you wanna work on.
- Keep All Social Proof In One Place
A lot of times, marketers dilute their social proof by taking one ad. What does that mean? One piece of content and they split it out into many different ad variations that dilute their social proof. Notice that I kept it all in one place. Can you imagine it snowballing? What are people seeing? People are seeing how many shares there are, even the good, the bad, and the ugly. I leave it all in there. In fact, I even respond to them. I don’t hide them. It’s because of that it fuels it even further. And that’s why it’s an ad that I can spend over $100,000 on. It will be an ad that will be evergreen until this whole pandemic is not even relevant anymore.
- How To Increase Your Earnings Per Click
When you send a person to a sales process, first of all, you have to know how much a person is worth to you on average, and the way I understand this number is because the sales process, and the system that I use tells me this number. The process that I use is ClickFunnels, if any of you want to be able to get the same templates, the same architecture and infrastructure that I use, I will leave a link right below this article so that you’ll be able to get all of the different pages as well as the system that I use.
Whether you wanna build webinars, whether you wanna build application funnels, free plus shipping, you have to know exactly in that funnel what your earnings per click are. Because of the conversions, I know exactly, if I were to send them to the next funnel every single funnel and sales process that I send people to, I knew exactly how much do I earn on average per click. So how do you increase the earnings per click? You increase the earnings per click by having all these different things.
Number one, upsells. This is like going to McDonald’s where a person is trained to ask you, would you like to have fries with that? Would you like to supersize it? Would you like to go large? It all depends on how you pitch, present and sell on sales, videos, webinars. But all these different things, is there a back end, is there a recurring, is there a high ticket? All these different things will help you increase your earnings per click.
- Test And Know Your Numbers
It is because I’m able to test, and I will know my numbers, so whenever I send people to that funnel, I know how much it’s worth. This gives me the confidence to boost it and scale it to greater heights. It tells me that because I noticed the numbers and because I’ve tested. I even have a separate funnel, for people that are in different parts of the world. So there are funnels just targeting Asia, another funnel just targeting Europe and other funnels targeting South Africa. Because of these numbers, that’s in place in my mind, I know how I can scale ads profitably. So if I were to run an ad with a conversion objective of just traffic, instead of convergence, if the objective is traffic, I’d still pay any amount for it. Remember this is just the front end. I’m still building the list, I’m still getting leads, if I treat them right and I continue giving them value, I could come to them with future products and they will buy my future products after that, and it will be still net profit after this initial front end process. That’s literally all I did in order to scale my ads.