The Webinar Agency

Tips to Running Profitable Advertising for Your Webinar Campaigns w/ David Schloss | #015

SWW 15 | Running Profitable Advertising

SWW 15 | Running Profitable Advertising

 

If your message is aligned with the individual reading it, they will naturally click and apply or click and register. You don’t have to write twenty blog posts or put up a bunch of posts on your fan page saying how great you are and what you do. If your message hits home with that individual the minute they see it, they’re going to register. Powerhouse internet marketer David Schloss took his agency from doing SEO and video marketing to strictly social ads and running profitable advertising for webinar campaigns. He helps clients align their messages with the people they’re targeting as well as delivering content to those who haven’t committed to the decision of jumping on the webinars. David says entertainment is key. You’re promoting your business but you have to grab their attention first. Take advantage of David’s tips on how to run profitable advertising for your webinar campaigns.

Listen to the podcast here:

Tips To Running Profitable Advertising For Your Webinar Campaigns with David Schloss

I’m with a special guest and we talked all about some specific new traffic sources as it relates to webinars. David Schloss was one person that I had kept hearing his name over and over again in our industry saying, “You need to talk to David.” We discussed many key tidbits when it comes to writing ads, the different methods of advertising, the different mediums and the different markets for advertising webinar placement ads. I know you’re going to enjoy this because we talked about everything from YouTube, Instagram, Facebook, what’s working, what’s not working that worked in the past. If you’re running paid advertising, make sure that you pay close attention to this interview because you’re going to learn a lot of valuable tips and tricks to get you to run profitable advertising for your webinar campaigns. Without further ado, let’s get into the show.

David, welcome to the podcast.

I appreciate it, Joel. I’m happy to be here.

I would love for you to give my audience a brief introduction about who you are? What makes you special? Why you have ten people recommended me to talk and to interview you?

I started my agency back in 2007 from my college apartment with money that was supposed to fund my school education. I started my agency because of a hunch, doing a little bit of a Google search and trying to find ways to make money to support myself. That was the beginning of me wanting to start something. At the time, I was doing SEO and video marketing because that was the thing. Three years of doing that for local businesses at a young age, people did not quite trust me because the results would take time. It took a lot of money, it was a big hassle. Three years of doing that, I decided to transition into paid advertising, specifically social ads.

SWW 15 | Running Profitable Advertising

Running Profitable Advertising: We kept doing SEO and video marketing, until one day Google decided to do such a massive update that all of my clients got hit.

Facebook was a baby. It was just getting started with their ad platform. I jumped in early on. Everything was a penny a click, a penny a like. We took the agency from doing SEO and video marketing to strictly social ads. I decided to spend all my time on Facebook because it was the easiest to jump into. I dabbled with YouTube. Instagram wasn’t even a concept. Twitter didn’t know what they were doing with their ad platforms. You just had to choose, AdWords or Facebook, and I stuck with Facebook. At first, it was building niche pages, selling t-shirts, selling a physical product, anything that I could sell. I didn’t feel comfortable in doing client work yet. We kept doing SEO and video marketing, until one day Google decided to do such a massive update that all of my clients got hit. That was the beginning of us shifting 100% into paid ads. It was probably another two years after the fact.

Since then, we’ve gone all in. We don’t even talk about anything other than social ads or paid advertising. If someone says, “Do you do SEO?” I’m like, “No, sorry. I can’t do it.” We decided to stick with what we know we’re great at. Convert ROI was dawned from that essential concept of, “I want to be someone who caters to a local market, a national market and international market as an agency, a service provider.” It’s molded into helping info publishers, real estate investors who want to bring their stuff online or coaches and consultants who haven’t quite figured out how to distribute their message online. They call us or me to put that together for them in a social ad standpoint and then deliver it to the world. We’re catering to 40 clients at any given time. We’re spending almost $2 million a month on ads. Massive shifts in the last ten years when it comes to running this agency.

You’ve got 40 clients that are all in the info marketing space, info publishing space, correct?

Yes. They all sell something online, mostly digital.

How many of those are you running webinar ads for?

Somewhere between 20 and 25.

Over 50% are running webinar ads and you’re running $2 million a month. Let’s say, you’re running $1 million a month in webinar ads. First of all, you specialize in webinar ads and high-ticket funnel ads. I want to pick your brain on what makes a webinar ad different from any other different type of ad. What have you seen working with Facebook ads, social ads and YouTube ads? Let’s start out with Facebook ads because that’s the low-hanging fruit. What worked in 2014 with webinar ads and what is working today? What are you seeing as being the shift going with paid ads to a live webinar or an automated webinar?

It’s costing a lot more. It’s not that when you deliver an ad, Facebook’s automatically charging you five times what it was in the past. They’re gauging bids for your ads based on your engagement the minute it’s delivered to the newsfeed. If I send out an ad for a golf product, I want to show people in a webinar how they can revolutionize their golf game. That ad has such a broad market that I can get engagement like that. It’s practically instantaneous because it’s such a large market. I can get likes, comments, shares and automatically my bid is going to decrease and I can then get much cheaper clicks than if I targeted someone who’s following Russell Brunson. It’s a tight group of people. We know the type of customer he attracts or the type of person who follows him, but it’s a finite group. Whereas with golf, it’s 30 million people on the network compared to Russell that might be 500,000.

Stick with what you know you’re great at. Click To Tweet

What we find is that we have to create ads that are not clickbait style, but they almost force you to engage. We might create a bot campaign to get people to comment in some shape or form. We’ll give away a freebie on top of them signing up. We say, “If you comment below, after you sign up for the webinar, we’re going to send you a free PDF that’s going to outline exactly what we’re talking about on the webinar.” We’re almost creating a half conversion campaign, half engagement campaign. Without the engagement, we can’t lower the costs and we have to write more long form, story-based engagement type of campaigns.

Whereas in the past, I could tell you, “Jump on this webinar, this free training or this free masterclass, whatever verbiage you want to use, and get the seven steps to blowing up your business in the next twelve months.” Very direct, straight to the point, no call to action. Here’s the image, people knew to click it. There was never any other assumption. You have tons of options and that’s it. I would get the clicks that I want. Even if the clicks were $2, I would get conversions within two clicks. People knew you have to click this in order to get to the next page. Now, you got bots, you can click an ad and it opens up the Messenger, type this and do that. There are all these new options, offer ads and canvas ads. It’s a little different.

It makes a lot of sense, it’s a social platform. When you buy ads in the paid advertising world, you’re buying space. As a network, as Facebook, they want to keep their customers on their website as long as possible, so they’re going to charge you a premium if you’re going to send them off the website. I’ve seen some people who were creating entire “funnels” inside of Facebook, so they never even have to leave Facebook. To comment on what you’re saying with long form story ads and engagement, my high-ticket funnel ad, I launched an ad back in January and I haven’t touched it. It’sa video of Russell’s testimonial. It’s a long form ad and I’m getting applications for $15 because there’s tons of engagement. It’s a niche audience and I’ve been terrified to even touch it, like changing anything with it because I know how finicky ads can be. It goes to your point that social is social. It needs to be engaged. Long gone are the days where you can click here and register.

Consider this, you’re stopping people in their tracks when you’re delivering something to them in the newsfeed. This goes for more than Facebook. This could be Instagram, this is YouTube, you’re in the business of interruption. You’re also in the business of creating conversation. Someone talks about this Rolex that they saw online. They’d say how great it is, they post a picture, they like, comment or share on it on the Rolex page. The minute that Rolex is aware of that, they are going to retarget you. We all know that that’s the natural progression these days. If you’ve done something on my page, I’m going to follow you. At the same time when they do that, they know that they have to stop you in your tracks from a conversation you’re having with another individual.

You're in the business of interruption. You're also in the business of creating conversation. Click To Tweet

The search patterns that you’re going through in scrolling through your feed and looking at local restaurants, talking to your mom or whatever it is. They have to stop you in the middle of that action to say, “We noticed you looked at this blank watch. Let us show you a little more,” it might be a video ad of someone demonstrating what the watch looks like. They’re showing you that it’s possible to buy this thing. It’s all impulse, but I had to stop you in the middle of your conversation to get to that point. AdWords for example, it’s more of like, “What are you searching for? Are you doing research? Is there any buyer intent?” You can tell based off a keyword someone puts in whether or not they’re looking to buy or to just research. With Facebook, it’s interests, it’s topics. There are tons of people in there looking to buy and plenty more just doing research or browsing. You have to almost change their frame of mind in order to get them to click and convert. That conversion could be get on my webinar or buy my products or whatever it is.

One of the other things that I wanted to pick your brain about is retargeting. Everyone does retargeting. What are you seeing with being the most effective way to advertise a webinar? Is it going first impression, going straight to a webinar registration, or do you want to have something before that to warm them up and then retarget them?

What I’m going to say may not be what most people are saying. I don’t nurture anyone to jump on a webinar. If your message is aligned with the individual reading it, they will naturally click and apply or click and register. You can develop and you know this because you’ve written a long form ad before. That long form ad is enough to convince someone to sign up for your webinar. You didn’t have to write twenty blog posts or put up a bunch of posts on your fan page saying, “How great you are at what you do.” You don’t have to do any of that. If your message hits home with that individual the minute they see it, they’re going to register.

A lot of the clients that I run webinars for their webinar ads, their fan pages are blank. There’s nothing on it. It’s the worst engagement possible. Yet their ads are working like gangbusters. Why is that? Their message aligns with the people we’re targeting. We create those retargeting audiences from the clickers, the viewers and all those things. We’ll start to deliver content to the people who haven’t committed to the decision of jumping on the webinar.

I don’t hear anyone talking about that. Normally they say do a piece of content first, then retarget them. You’re saying if they don’t take action first, then you deliver a piece of content. It’s almost you’re serving them the best of both worlds. It’s like, “Webinar, content then webinar and back forth.”

We’re doing it in reverse, that’s all it is. You know how they always say, “Do the opposite of what everyone else is doing,” that’s exactly what we’re doing. I feel that when the masses are hearing one way of doing it, that is your opportunity to go, “Let me try the other side to see what happens there.” I’m not going to call out anyone, not an individual or a company, but there are some big publishers in our space that the minute they say something’s working, everyone is doing it. All of a sudden you’re like, “Why are my bids costing more? Why is this interest no longer as popular as it was in the past?”

All it takes is one large publisher to say, “This doesn’t work anymore. Stop doing Tripwire or go do a Tripwire,” and all of a sudden everyone has a Tripwire or they say Tripwire don’t work. We’re always paying attention to that. Whereas an individual with a large list or a website that gets millions of visits a month, the minute we see them assert that you need to stop doing this or you need to go do that, that’s when we start to notice the patterns. We see ads that all look the same. We see the same bot telling everyone to type in the word yes. We’re seeing the exact same thing. We try to tweak it so it’s never identical to what everyone else is doing.

I’ve always been a huge advocate for starting at the closest point of sale as possible. We always did cold traffic to webinars and then going straight to the sale. It seems that’s exactly what you do too. No nurturing, give them the webinar ad, if they don’t want it give them another piece of content and try and get them back in.

The same thing for email.

What I have heard and what I have started to see is that, retargeting used to be super cheap. That’s why people would nurture first and then retarget because that retargeting audience was effective. For whatever Facebook is doing, we’re seeing that retargeting audience going three, four, five, ten times more expensive. Again, that’s why you go direct to the initial offer.

SWW 15 | Running Profitable Advertising

Running Profitable Advertising: Create campaigns, mostly video, where you give away little nuggets of information.

Here’s a little tidbit that we’ve used in order to improve our retargeting costs, like you said, it’s going up exponentially. I remember years ago, DigitalMarketer was saying, “Content first. All the time.” Your retargeting ads will be one-fifth the cost of your straight to webinar or straight to lead magnet. For awhile it worked. It still does if you have incredibly engaging content with a fan base already, a key thing right there. What I do is we create campaigns, mostly video, where we give away little nuggets of information. A minute long video of one tip, one strategy, one tactic, and we’ll build video audiences. We’ll see which video got the most engagement, and let’s say 50% of the people watched X amount. We noticed that all these videos are getting a pretty high amount of people watching at least half the video. Let’s combine all those people together and let’s deliver the true retargeting ad to get them back onto the webinar or get them to register. We’ve noticed they’ve watched all these videos at a heavy rate. Meaning they only have to watch 30 seconds.

If we’re getting some decently engaged people, then we can create another ad, another video that’s at least 30 seconds long because we know they’re going to watch it. That’s telling them why they need to be on the webinar. By doing that, once again, all video, that’s the key point here, is that it drives down your cost dramatically. You’ve already seen that they watch these videos, you know they watched in pretty much 30 seconds, and you have all these custom audiences that are sets of people who watched at least 50% of your other content.

The minute you deliver something where 90% of those people are watching your video, what does Facebook do? They drive down your cost dramatically because they see that your video is getting a ton of engagement. Your cost per conversion on your webinar goes from, let’s say the standard is $5 to $8, at least it is for a lot of my clients. It’s somewhere between $5 and $8 is the norm. That retargeting ad’s getting you $1, $2 registrations, because you’ve factored out and filtered out all the people who obviously aren’t interested in anything that you want to deliver. You’re making up for all the audience that you spent money on. It’s like, “That’s no problem. I drove a dollar registrant through my retargeting backend and I feel better about myself,” but you have to use video. That’s where you can build up these audiences rather quickly and reduce the cost that you would had doing a traditional image ad or video straight to cold audiences who have never seen you before.

One of my clients, I’ve never seen anybody lower costs per leads than this one client. It speaks to everything that you’ve talked about. Minus one caveat, but it is 99.9% focused on what you said. It’s all about engagement. I’ll share it with everyone. What he did was he did a clickbait ad, but it got massive engagement and he bid for PPE, which was page post engagement. It was a catchy headline, an image of him with Tony Robbins and the text posts on the newsfeed was the exact same as the headline. Not that that matters, but he did bid per page post engagement. It sent them to a blog post article and the opt-in was for a webinar on that page. He was getting $0.50 to $1 auto webinar registrations for an $8,000 offer. His ROI, it was bonkers. We’ve tried to replicate that at a couple of times. It was the perfect storm because we haven’t seen that work at all. It’s all about engagement. He got crazy engagement, he bid for engagement and he was getting insane conversions.

Any other recognizable face in the ad, that’s another thing. That’s the authority position. You’ve got to be careful with that. I can go take pictures with every possible person that I know is popular in different industries. If I want to be popular in real estate, I’m going to try to take a picture with one of the most popular people on HGTV or A&E with any of this house flipping shows or anything like that and try to take a picture with them so I can use it in ad. Here’s the thing, the people that you take these pictures with, first off, make sure that they’re okay with it. The minute you run that ad, you’re officially on their radar.

The user or the viewer on YouTube is a different type of individual. They are used to watching longer form content. Click To Tweet

Number two, are you only attracting the people who are familiar with this person? What about the ones who don’t know about Tony? He’s probably not the best example, but the people who don’t know Tony? They see this guy and they’re like, “I don’t even know who he is,” so automatically they completely misalign with you just because of the picture. That’s why when we create stuff, it’s usually more neutral. We don’t try to piggyback off someone else’s fame. We try to create the fame with that person we’re advertising. When they’re in a picture with someone else they go, “I know that guy,” but they’re not talking about the person they took a picture with. Once again, completely opposite with what most people are doing. Could it hurt you a little bit? Absolutely. If I took a picture with Tony Robbins, I’m sure he’d get tons of leads, but I don’t. We keep it simple, we keep it to what’s effective for us and it works.

Let’s transition real quick because you talked about video. Video is being effective on building audiences inside of Facebook. Let’s get off of Facebook for a bit because I am completely virgin to this next network that you’re going to be talking about. We never have run any YouTube ads for webinars. Give me the down low with what I need to be focused on if I want to run any webinar ads with YouTube? What is different with YouTube and Facebook? Give me the introduction.

YouTube is an interesting beast because you could take the same video from Facebook, move it to YouTube and get terrible results. The user or the viewer on YouTube is a different type of individual. They are used to watching longer form content. They’re not bite sized. They’re watching three minute, five minute, ten minute videos and they’re committed. It’s not like Facebook where it’s 30 seconds, a minute, two minutes and that’s it. Their attention span is gone. With YouTube, people tend to align more with a story. Great example, Billy Gene. That guy turns his videos into a movie. That’s what it feels like. He’s recreating scenes from movies. He’s doing things that capture your attention, but he’s doing it in a story.

For example if you’re going to go and he did this, I’m going to a dealership. I’m going to go buy myself a car. It’s not saying to be to be boastful or being like, “I could buy a car.” This is what I’m doing. This is in my life. This is my business, and because of my business I’ve been able to go buy a car. He’s able to show this to the world and the people that he’s targeting, which I’m sure are a mixture of people who are subscribed to his channel. Similar audiences which are look-a-like audiences or people he’s targeting through topics or interests. They see this and they go, one, “Who is this guy?” Two, “How did he get that car?” Three, “What is he talking about in this business? What is this business?” That’s an example from a business opportunity, internet marketing standpoint.

If you apply it to somethinglike golf with golf videos, if you’re doing an ad, the ad has to be to the point. The first ten seconds, this is as much time as you have to get their attention. You’re saying, “In the next minute, I’m going to show you how I could drive this ball an extra 30 yards with just two simple techniques, but you have to stay on the video. If this isn’t interesting to you, click skip.” You tell them directly what they need to do. If they click skip, you don’t get charged as long as they do it in the first ten seconds. If they don’t click skip and they keep watching, you get charged, but they stayed. You’re already in the pattern interrupt. You’re showing a pre-roll or you’re showing up as a banner in the search results. You’re already there as an interruption. If you’re in the pre-roll, which is what most people do, you have to tell them straight up, “This is what you’re going to get if you stay. If you don’t want to stay,click skip,” and as soon as they skip, you’re good. That’s fine. That person’s not interested. The ones who stay, it’s up to your video to get their attention, to captivate them and tell them what they need to do.

SWW 15 | Running Profitable Advertising

Running Profitable Advertising: The bigger the fan base becomes, the easier your ads perform.

Here’s another interesting fact. Let’s say you’re doing a webinar. This is probably the best example. You know how in some cases you have a desktop-related webinar registration page where it looks great on a laptop or a desktop, but then you have another one that’s specific for mobile? The great thing about YouTubers is that there’s a wide variety of people who do watch YouTube videos from a laptop or a desktop, but there’s far more on a tablet or a phone. What you’ll find is that the way that these people register for things are completely different.

It’s two different platforms. It’s two different types of setup. A mobile-optimized page through YouTube ads has to be short, to the point and everything has to be above the fold. You almost can’t even explain what they’re going to learn. It’s a picture, a couple of bullet points and the field to fill in the details. Whereas if you’re doing a desktop ad for YouTube, you can have a long form opt-in page like you would for many of the people we target on Facebook, it’s different intent. They don’t do things the same. What I’m finding is yes, the views are cheap. Of course they’re incredibly cheap. The inventory is underutilized. There’s not that many advertisers that know what they’re doing when it comes to YouTube. At the same time, they’re not as click happy as Facebook. They will skip you more than anything. They will not click anything unless you are entertaining.

Entertainment is key. That’s why Billy Gene, he does these videos where he’s pure entertainment. “By the way, I have a business too.” It’s all entertainment first. The same thing with Alex Becker, all entertainment. Frank Kern, entertainment. Of course, they’re all promoting their business, but it’s all entertainment first. Once you’re in, you’re like, “I like this guy,” then they’re going to go click something. You have to grab their attention first.

The key things are the audience on YouTube, they’re used to watching longer form content, which is critical. That is super critical because if you think about it, you’re on YouTube mostly because you want to how to do something, you’re researching how to do something or your following Dude Perfect and you want to see what their latest video is, which is six to eight minutes long. When you hop on YouTube, you’re setting in a mindset of, “I’m sitting down to watch a TV show.” I’ve never even thought about that before, considering the different channels. I knew YouTube was different, but I hadn’t thought about it too intently. It’s like you’re sitting down to watch your evening TV show or whatever.

I’ll throw this in as well because this is another thing that people don’t realize. When you start out with YouTube ads in the beginning, let’s say your channel has zero subscribers, you just started posting content. You’re a virgin to the network. There’s not much there for people to consume yet. In the beginning, it’s going to be disheartening. It’s going to suck. People are going to go to your video, they’re going to look at it and then they’re going to go to your channel and see you have zero subscribers. What you’re doing is you’re creating content that people are now viewing. You know those videos that you post up on your channel that you then turned into an ad that view count keeps going. It keeps growing, and let’s not forget, like Facebook, all the people who view your stuff, you could retarget them with a different video ad asking them to subscribe. Over time you’re going to build up this fan base. The bigger the fan base becomes, the ads becomes easier to perform.

You can have a fan page with ten likes and people will still buy from you because it's the content that they care about. Click To Tweet

Billy Gene has tens of thousands of people who are subscribers. Becker has 120,000 or 100,000 subscribers. I’m sure when his channel was 5,000 people it wasn’t performing the same way as it is now. As that fan base grows, you look more knowledgeable, you look more as an expert because the numbers back you up. The social proof is there. On Facebook, you can have a fan page with ten likes and people will still buy from you, because it’s the content that they care about. “Whatever, the page only has ten likes.” On YouTube, if you look like a nobody, they think you’re a nobody and they move on. You have to build up. It’s all about the long game and if people start to see that all these different videos have 10,000, 20,000, 50,000 views and even if you’re channel only has 1,000 subscribers, they’re looking at these videos and they’re going, “This guy has a lot of views,” so that’s when they start to pay attention.

The people who are on YouTube, bottom line is they’re completely different than the people who are on Facebook. The way that they registered for webinars can be completely different. When you were talking about the registration page and you said that it was short, to the point and above the fold, I found that to be effective even across Facebook. I don’t change it for desktop or mobile. I could be doing something wrong there, but we found very high conversion rates. I did a JV webinar a couple of weeks ago, I had a 95% opt-in rate. All it is, is a headline and a button, that’s it, and a sexy background or a high definition background. They’re already pre-sold. I do long form ads. The email that we sent out to their audience was long form. I always like to pre-sell before they go to the opt-in page. One last thing I wanted to ask about YouTube. What have you seen with the quality of traffic coming from YouTube versus Facebook?

That’s a tough one and I say that because I have some clients that we dabble with their YouTube but we’re not focusing primarily on that network. We guide them along the way and then they can take over. We have some really smart clients where they spend all their time working on YouTube while we’re working on the Facebook. They’re creating content and they’re learning the platform. What we find is that you can get some really cheap leads from YouTube, but that doesn’t mean they’re going to convert. Great example being we had a former client where he was running YouTube ads basically at the same amount of money that we were running Facebook. Let’s say for this example, we’re both running $2,000 a day. We were running a lot more. We would run $2,000 a day on Facebook and he would run $2,000 on YouTube.

The problem then became that he would look at our lead costs and go, “You guys are getting $5 a lead and I’m getting a dollar $1.50 over here.” Automatic, I’m like, “This guy’s not digging the data yet.” Our $5 leads, because we were getting applications, we would only need seven leads to get an application, so $35 an application which is ridiculous. In a lot of spaces, it’s like $100, $150, sometimes $200 an app. If you’re getting $35, you’re bankrolling especially if you have a great sales team. You go to YouTube, he’s getting a $1.50 a lead, but what he doesn’t realize is that his applications were costing $60. When you look at the bigger picture, it’s like, “Yes, your lead flow is dramatically better. You’re getting basically three to one compared to us, but we’re getting an application at a far quicker rate than the YouTube ad, but he was only looking at the surface level.

We were looking at the core. We were looking at the back end. When you put those two together, the numbers look phenomenal. When you look at them separately, you have to look at your end goal. Is your end goal an application, a purchase of a product, trials? Even with trials, a dollar trial, it might cost you $4 to get a trial on Facebook and $1 on YouTube. Which of those trials converted most? The Facebook people or the YouTube people? It takes you some time to get used to. If you’re popular on YouTube, again, it’s a lot easier to convert because these people trust you more. If you’re getting that $1.50 lead, $2 lead, you might find that the numbers might be two times better than Facebook, but that will take time. It doesn’t automatically happen the moment you start running ads on YouTube like it could on Facebook. You’ve got to be aware of that on the data side when you’re running your ads.

I would advise some of my clients on their Facebook ads and I’m like, “I’m getting $4 leads here and $8 leads here.” You always have to measure for cost per acquisition. We’ve seen dramatically reduced numbers on certain ad sets and certain ads where it might be three times the cost per lead, but a third of the cost of customer acquisition. It’s super dialed in for whatever reason to that specific audience and it’s converting to a sale which is all that matters. On the front end of course, especially if it takes a little while to acquire that customer, it’s important not to look at that short game. I completely understand where you’re coming from there.

What's your end goal? What are you trying to achieve? Adjust from there. Click To Tweet

Especially when it comes to purchases. If you’re looking at it from a course standpoint, let’s say the course is $1,000. I’ve had campaigns where they all started out at $4, $5 a registration, but it would take let’s say $200 of ad spent to acquire that purchase. I’ve created a separate campaign where those same registrations are costing $15 and yet we’re getting a purchase for $60. The lead costs looks terrible, but we’re getting purchases at a much better rate. I would prefer that over the overall lead flow. I’d rather have 1,000 people buy in 5,000 leads and only 100 people bought. What’s your end goal? What’s the end game? What are you trying to achieve? Adjusting from there.

Let’s talk about the last channel, let’s talk about Instagram. We briefly mentioned it before we hopped on our interview. Again, I know nothing about Instagram aside it is bought and owned by Facebook. What’s different? What do I need to be aware of when I start to advertise to Instagram?

Instagram is very much like Facebook in a sense where it’s either image or video. Video, you have to keep your content to less than a minute, depending on what your objective is. If you’re doing, let’s say an Instagram story ad, it has to be less than fifteen seconds. Just the different length of time. They also look completely different in the newsfeed, because on Instagram there is no call to action. When you run an ad, there’s a call to action. There’s this nice blue strip that pops up and it says, “Shop now, download,” anything like that. With Instagram, what we find is two types of ads work really well, and they’re both video. One’s a slide show video and the other one’s more of a live action demo, because it’s an ad they have that call to action to click. We don’t put a link in the description because they can’t click it anyway.

We would make a video. For this example, we have a webinar that’s getting $2.80 leads from Instagram. They do buy because these are also Facebook users, let’s not forget that. That Instagram ad is a slide show of customer results and testimonials. “Susie jumped in our program and is earning $3,000 a month. Joe started a site and is making $15,000 a month.” Of course we blur out certain things because we want to be compliant, but it’s more along the lines of showcasing results. We’ve done the same thing with a video ad that’s less than a minute where we take a mash up of customers that have said the success they’ve had with this individual.

SWW 15 | Running Profitable Advertising

Running Profitable Advertising: We create a mash up video that’s less than a minute of people talking about how great you are. That’s all we have to do and it works phenomenally well.

We’ve done this in multiple markets. We’ll request that the client contacts their best students and ask them for a testimonial video of less than 30 seconds. We will either hire a video editor or they might have one, and we create a mash up video that’s less than a minute of people talking about how great you are. That’s all we have to do. It works phenomenally well. Nothing else. We don’t have to put the picture of the book or a picture of a report. It’s, “Here are the results. Do you want it, yes or no?” Those are the only ads that we run on Instagram and they work phenomenally well. Those same ads you can use on Facebook.

A mash up video, explain what that is.

Let’s say you have five of your best clients, in your case, leave you a testimonial video of the services you provide and the results they’ve obtained from your services. Take the best part of that testimonial, it’s usually the part where they say, “Joel helped us make blank.” It’s always the part where they start to release the result. That’s the part you’re going to cut out from all these videos. You want to make sure that they know, “Can you please talk about the result that we’ve helped you achieve?” That’s going to be the part that you cut out. All of a sudden you have five video testimonials, five clients, five snippets that if you bundle them together, let’s say each one’s about fifteen seconds a piece. You’ll have to do a bit of condensing to make sure that they can all fit.

The point is that you have multiple testimonials talking about your service and how great you are in a short period of time. It’s multiple people, it’s edifying who you are. It’s easy to get one, but not many people have five, ten, fifteen, twenty testimonials. When you do, that mash up video gets longer, but that’ll be the one that you put up on Facebook. You can take the shorter one and put it up on Instagram. All it does is edify what you do, who you are and why you do what you do. That’s when people go, “I don’t have to justify that this guy is good. It’s proven. People are already saying he’s great,” and it’s even better when they’re well known. You have Russell Brunson and you’ve got all these other people who are top level, high level people. You don’t have to do anything else. You keep running the same ad because it’s the industry leader saying how great you are.

Especially for service providers, with those types of ads, if you’re running a webinar to help get more leads for your service, you’re speaking to a hot market. You don’t need to push them through tons of content. David, we talked about a ton of stuff. Facebook, we talked about YouTube. I want to get on YouTube. It’s been a goal of mine for a long time and I’ve got other things to keep getting in the way. I want to get on YouTube. I love Billy Gene stuff. For anyone reading, go subscribe to BillyGene’s YouTube channel and you’ll see the types of ads that he’s playing. I love his angle because you were talking about it before, he is entertaining. He is playing towards the entertaining aspect and he’s doing a phenomenal with it. Instagram, I haven’t done a whole lot with Instagram, but there are many other avenues out there than just Facebook. Obviously, Facebook is king, but keeping the push with all the other channels. I appreciate you sharing your knowledge, David. Where can people find you? Where can people reach out to you if they want you to run ads for them, or they want you to run ads for their business?

You can hit me up directly through email, [email protected]ConvertROI.com.If you want to have a discussion around any advertising, if you want to connect on a consulting level, maybe I could give you some insight on what you can do with your ads to improve them or even just your funnel. I look at a lot of funnels as I’m sure you do, too, Joel. We’re looking at these things all day. If you want to look into that possibility of working with me, email me directly. If you want to connect on a deeper level and get to know who I am as a person, follow me on Facebook. You can go to Facebook.com/Schlossy. Those are the two places where I’m on most often, email, Facebook. You could find me around the web elsewhere, but let’s stick with those two.

David, I appreciate your time. I had a blast. I know my audience grabbed a ton of value. You did go in deeply with the different types of ad structure. We’ll wrap up on one critical question. When running a Facebook ad, which element, the copy, the image or the headline, what do you look at first?

A lot of the people are image-based clickers. The image must captivate their attention. Click To Tweet

I personally look at the image first and I find that a lot of the people that I run ads to are image-based clickers. Let’s say you take out the image, it’s the video. It’s the same thing. It’s that that placement. My belief and from my own testing, it’s that the image or the video is what grabs your attention first. If the video doesn’t do its job or let’s say it’s not close captioned. There’s no transcription of the video, you will most likely go read the copy next. The headline is great. To me it’s supplemental because people are going to see it by default of looking at the image or the video. The video is starting the play or the image appears, then they read the headline because it’s in their face. I don’t think it’s three levels. It’s the headline and the image or video are together. That’s what they’re going to see first. If that doesn’t get them enough to click or move to the next step, they’re going to go read the copy.

If you don’t close caption your videos, in this example, they will default go and read your ad copy. They’re not going to open up the volume if they’re on a bus, in a library, in a Starbucks without headphones, they’re going to go read. You have to keep that as something to be aware of. For me, video and image come first. That’s where I believe the majority of people start. If that’s not enough, then they’ll go read your copy.That’s why you’ll find your long form ads where people are like, “They start to engage on your comment thread and they’re saying how great the ad is or how great you are.” Those are the people who took the time to actually read. They may not have even watched your video because you’ll notice two different forms of conversation going on. Video first, headline, let’s say it’s second, ad copy will be third.

David, thank youso much for hopping onto Sold With Webinars. Go check him out at ConvertROI.com. Connect with him on Facebook, email him. This guy does know what he’s talking about. He’s a kingpin in the industry. I’m not even exaggerating when I said there are ten people who recommended that I talk to David. I appreciate it, David. Thanks everyone. We’ll talk to you soon. 

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About David Schloss

SWW 15 | Running Profitable AdvertisingConsultant, speaker, and considered one of the top Social Advertising trainers, David Schloss has created training and consulted some of today’s top entrepreneurs in Facebook advertising, Instagram advertising, authority marketing, social PR (social public relations), video marketing and professional branding strategies.

He began marketing in 2007 from his college apartment, and over the years has now helped hundreds of businesses improve their website traffic, customer acquisition, and revenue using social advertising.

His business, Convert ROI, enables businesses to succeed by taking complicated social ad plans and seamlessly turning them into easy-to-follow revenue producing campaigns. He manages over $1mil per month in paid advertising via Facebook and Instagram.

He was been rated as one of the top “Experts to Watch” by Forbes Magazine, has been featured on Entrepreneur.com, Business Insider, The Huffington Post, and been interviewed on various podcasts and web shows around the topic of social advertising.

It is my hope that we can all learn from one another! I hope you have enjoyed this episode of Sold With Webinars. Please let me know how I can be of service to you! Go Crush It , Joel

Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, messaging, and funnels as well as designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing digital marketing sales and lead generation webinars.

Joel has touched hundreds of webinars and sales presentations in the past ten years with clients doing doing eight and seven-figures and countless others doing multiple six-figures! Check out his Sold With Webinars podcast at http://thewebinaragency.com/podcasts/. And his new podcast, Experts Unleashed: http://expertsunleashed.com/podcasts.

Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business. Please visit our website for more information, www.thewebinaragency.com.

In his spare time, Joel is an avid reader and market researcher. He enjoys traveling and spending quality time with his family in upstate NY.

He is really excited to add to his services - live webinar/marketing intensive workshops! Be on the look out for the next one!

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