Are you a coach, consultant or a service-based entrepreneur looking to harness the power of Facebook ads to get hundreds of registrants for your webinar?
In this blog post, I am going to teach you five key things that can make the biggest difference to the success of your Facebook ad campaign. These can literally make or break your ads hence having a huge impact on webinar.
If you get this right, you can get hundreds or thousands of people to sign up for your webinars. You can invest money in Facebook ads confidently and be sure that you will be able to make your webinar a big success.
Let’s have a look, shall we?
#1 Make sure your webinar topic is proven
Facebook ads are great for filling up your webinars, however, there is one thing I want to know before investing a single dollar in advertising.
Is this your first webinar or have you successfully hosted webinars before?
Allow me to explain: Say you are a client and you come to me to create a Facebook ad campaign to start running paid traffic to your webinar registration page. I need to know if this is a brand new webinar or have you delivered this content before.
The reason is simple, before we invest money in Facebook ads, we want to make sure that the topic actually interests people and this is something they actually want. Because if you run ads to something that people have no interest in, you will have trouble filling up your webinar.
Some people do this and then end up blaming Facebook ads when this is simply not an ads issue. It’s an offer issue, whether free or paid.
So how can you make sure that this is something that people actually want? Here are three simple ways:
- Email your current list and ask people to sign up for a ‘test’ webinar.
- Test your idea by posting in Facebook groups to see if there’s any interest.
- Publish a blog post on a similar topic and see how people respond.
I have seen many ad campaigns flop where the targeting was spot on only because the topic was confusing, complex or simply not interesting for that audience. Fix these issues and you’ll feel totally confident investing.
#2 The timing is super important
Okay, now that you want to go ahead and create your ad campaign, you might be wondering when you should actually start running your ads.
Well, you are not alone. This is one of the most frequently asked questions I get.
As a rule of thumb, you should start running your ads no more than 7 days out. The reason for this time frame is simple. People are busy and they need reminders to do things. If you ask them too far ahead to register for your webinar (typically more than a week), they are more likely to lose interest in the webinar or schedule something else on the calendar.
You’ll have to work harder to get these people to show up live and that will affect your bottom line – the ROI.
The exception to this rule would be when you new to the world of Facebook advertising or testing a new topic. So while you are confident in hosting webinars, you need to find your audiences on Facebook. In that case, I highly recommend allowing 2-3 extra days to test out your targeting.
Also, if your webinar topic is not proven, and you don’t have a list to tap into but you are happy to spend money to test your topic idea on Facebook, then yes, give yourself additional days to take some of the pressure off.
#3 Four Types of audiences to target on Facebook
It is critical to reach the right people on Facebook to make your Facebook dollars work. The most brilliant ad will fail if you place it in front of the wrong crowd and a mediocre one will do just fine if you can get your ideal audience to see it.
So, who can you target on Facebook to fill up your webinars?
- Social audiences. You can target fans of your Facebook page and friends of your fans. These people know who you are so they are your warm audience. These people should be easier to convert provided that your page likes are targeted in the first place.
- Email subscribers. This one surprises many people. They ask why do we need to run ads to these people when they are already on their list? The answer is twofold: One, how many people on your list are actually opening up your emails? I am guessing not many. Usually around 20% email open rate is considered good. This means 80% of the people didn’t see your email where you asked them to sign up for your webinar. Why not get in front of them via Facebook ads?
Secondly, even if they saw your email, maybe they didn’t sign up because they were in a rush or the timing wasn’t simply right. When you give them another opportunity to sign up, at a different time, they might be more open to your offer.
In order to reach your email subscribers, you need to upload your list to Facebook and it will match the emails to find those people on Facebook.
- Website visitors. You can also target your website visitors if you get a decent amount of traffic. These are also considered warm as they have visited your page.
- Cold audiences. These are the most commonly targeted audiences on Facebook. These audiences are brand new to you and your brand. They don’t know anything about you and are most likely seeing your offer for the first time.
You can target Facebook fan pages of your competitors, industry leaders, authors, magazines, clubs, organizations or associations to reach your ideal audiences.
You can also create lookalike audiences which are also a cold audience. You can create these audiences inside Facebook ads manager from your email list, video views, etc.
#4 Always split test your images and ad copy
Generally speaking, when you are running ads to a cold audience (targeting other people’s Fan pages and your lookalike audiences), it is better to use eye catching images that pop out in the newsfeed. For warm traffic (page fans, email subscribers and website visitors), feel free to use your own photo in the ad.
Staying within these guidelines, always split test a few images. Does a cartoon work better or does a woman’s face get more clicks? Does a retro image do really well or does a sleek, professional looking image perform better?
In my experience, long form ad copy tends to work really well for ad campaigns to a webinar. You are asking people to sign up for something that is going to take an hour or more out of their time. This is not a small ask (as compared to asking people to give you their email in exchange for a PDF).You’ll see great results if you give a lot of information right on the ad itself so people can get a sense of who you are and what your webinar is about.
The only way to know for sure if this type of copy converts the best is to test against the copy where you tell a person story or a short, to-the-point copy.
#5 Test your landing page
This is the last piece of the puzzle that should be sorted out before you start your ads.
Yes, you heard me right.
Whenever possible, send some organic traffic to see how well it is converting. For warm traffic, you should see high conversions. For paid traffic, the page should convert at a minimum of 20-25% for your ad spend to be considered worthwhile.
There you have it.
Make sure you nail every single item on this list and you will have no problems filling your webinar with high quality leads with Facebook ads.
Good luck and let me know how you go with these tips. I’d love to know.