so we started working with this client at our agency in the middle of 2021 and over the last few years we've helped them generate nearly $6 million in online coaching sales now a big percentage of that cash and revenue is through paid advertising and specifically Facebook ads so what I want to do in this video is show you a Facebook ad testing process that has helped generate these types of sales so there's actually a couple of stages to our testing process and I will outline them now so whenever we're starting off with a campaign for
this client or any of the other clients that we work with we basically map out a few different advertising angles that we want to test now in the beginning you want to test dramatically different angles so phase one is basically map out the different angles and these can be on a few different things so it could be some pain that your customer is experiencing it could be on the desires or it could even be like a different angle where you focus maybe on like social proof right and there's obviously different angles you can do but
I'm just you know these are fre generally that we would like to start with so for example if you are in like the fitness space and you're selling online fitness coaching then you would map out a few different angles related to your customer's pain so maybe it it's you know not feeling confident when you go on vacation to you know walk around the pool in just like your swim shorts or you know swimsuit or whatever it is right that's a a big pain um another pain could be you go online shopping and or not online
shopping you go shopping into the shop and whenever you're trying to like you see like a nice outfit that you want to try on you try it on and it doesn't look good on you because you've got like rolls in the wrong places and it depresses you every time you go and Shop because it reminds you of you know how much weight you've put on or it could be just simple pain of waking up in the morning and looking at yourself and not being happy with yourself or maybe it's you know you feel heavy overweight
and you've got low energy so these are all like the different types of payments you could do for that offer and the idea is that you would write an ad specifically for each individual pain so you'd separate them out and write an ad for each individual pain with desires same thing but obviously you would flip it to the desire so it could be you know fitting into a dress that you haven't worn for like five years because you've always been too big and you want to get back to that size it could be you know
other people in the office complimenting you on how good you look or how much weight you've lost um and then it could be arrange different things you know getting a PB in the gym right finally hitting that 200 kg squat or whatever whatever your goal is so again you would map out the different desires and you would write an ad specifically for that the social proof angle is just something that you know a lot of people use and you should use it because it works really fraking well is to introduce a client a past client
of yours and basically explain the pain that they've gone through um what you did with the and the results they are now experiencing as a result of what you did with them you know that's a General Baseline of what a social proof ad would look like and you can basically create an ad angle on that so again there there's different stuff you can do but you get the point and we basically create different ads on those angles and then we would launch them inside the ads manager so that's step number one step number two is
then we would just like let them test so the idea is is that you would keep all the other variables the same and you would just test these angles for about three to five days I mean again it depends on your budget it depends on the cost or whether you're generating leads or just customers but it's is a general rule as long as like the budget is set up correctly for the price point and the offer whether that's a free offer in terms of generating leads or customers generally we would test about 3 to 5
days and we would let it run now again you want to keep all the variables the same so you know whether that be the demographics the countries the different targeting options obviously you can test different ones but at the same time like when you're actually just doing a a single test between ADD copy and creative and angles you want to make sure that they all stay the same all the different variables say the same so you know it's a f test so you know if one works better than the other you know that it's because
of the ad angle and not like some different targeting um that you that you saw so basically you want to sorry targeting that you used so then you want to let it run to about 3 to five days and then you want to look at the main kpis so again the kpis is going to be different on your depending on your business right but mainly what we're going to look at is cost per lead if we're generating leads so whether you're generating leads for a lead Magnet or a webinar or a vssl an email optin
whatever it is then you want to look at your cost per lead you obviously want to look at and if you're not doing leads then obviously you wouldn't look at that right you want to look at your CPA so whether you're going straight to checkout and generating sales or you're generating leads to then you know buy from you you want to look at your CPA which is a cost per acquisition so how much you spending to acquire a customer customer and then you want to look at the overall row as as well so how much
return are you getting on your ad spend now if you're if you're doing cost per lead you need to look at the time frame right so like if your lead to customer time frame is let's say seven days or maybe it's 30 days on average then you're not going to understand if an ad is going to be truly profitable or not within that 3 to five days right because on average if it takes a lead seven days to convert into a customer then you can't really test ads for three to 5 days and know the
full you know um get the full understanding of where it's working or not now that being said if your leader customer time frame is like 30 days it doesn't mean you just leave ads running at like $100 a day for 30 days and that's the only way you can test if it's profitable or not you have to make a decision obviously based on the cost per lead now let's just say you know on average that your cost per lead you can be profitable on a $10 cost per lead so after three to five days if
your cost per lead isn't hitting that metric then you'll probably turn it off now if the cost lead is like $1 $12 after five days maybe you'll leave it for a few days more just to see if it balances out and goes within kpi but you're going to have to basically make a less informed decision on the cost per lead unless you just have a huge budget and you can just spend a load of money just waiting to see if someone converts so in an ideal world you would obviously make every single decision based on
Ras or at least CPA but if you're generating leads and it's a little harder to do that because sometimes it takes longer for that lead to turn into a customer and we don't want you to waste a load of money on ads that just aren't going to work so you will in the beginning have to start making judgments off your cost per lead price now I don't care about anything else so I don't care about CPM I don't really care about cost per click I don't really care about clickthrough rate if any of these metrics
the cost per lead CPA or Ras are within my main kpis then I don't give a about you know all the other metrics inside the ads manager they're really irrelevant um as long as the other kpis are in place and then basically I would identify the winners so after this initial test three five days maybe a week if you're testing leads then I would basically identify the the winning angles right and then after that what you want to do then is create variations and optimizations okay and these work a little differently so and I'll create
both of these if something is is winning then I would still create both of these so if you have a winning ad that's getting a good row eyes and it's hitting the kpis then you don't just want to stop there and just be like okay this ad is working I'm just never going to like try and improve on it I'll just focus on other ads you can still scale that first ad but then still make slight optimizations to see if you can increase performance even further now this isn't like a dramatic change in the ad
but it's just small changes that you know it's not going to take an ad from unprofitable to profitable but the small change is if it's already working and it's already getting like two row as then maybe these optimizations could change it to a 2.1 or a 2.2 row as and you know at scale those small changes in row as actually have a huge and dramatic impact on profitability so we're going to start off with some optimizations so and there's tons of different ones you can do I'm just going to give you some of the stuff
that we do that are quite easy to implement so the first optimization is that we'll change the hook so the hook is basically like the first part of the ad so if it's a video it would be the first few seconds of the ad that you use to grab the person's attention if you're using static images with maybe like a headline on it then maybe you change the headline on the actual image because again that's probably like the first thing that they're going to see that's going to draw their attention or if it's more of
like a personal branded image and there's no like text or copy on it then maybe you you changed the first few lines of the art copy itself so you're basically changing like the first few the first part of the ad that the person is going to see so I'll give you an example then that we we did this the other day and it's where we changed the opening C of the ad so the ad that we had was basically um my business partner she was basically talking about her story and how like before she found
out about this our method she was you know unhappy depressed like not in a good situation in life and that was basically the opening line the ad angle that was working well it was basically 5 years ago I was x y and Zed and she listed off a load of pain points right so we created that because we knew that the audience would resonate with those pain points and they'd be like oh yeah I'm I'm feeling like that as well so that was the angle that worked well for us and that was the beginning of
the ad so that was the hook in the video and we changed only that beginning part of the ad the rest of the ad was all exactly the same we just changed basically the the opening line so the first hook was 5 years ago so it was kind of like a story hook where we went into a story and then we changed it to um this or that so we basically changed the first few seconds and my business partner basically was like would you rather be this girl or that girl and then when she said
this girl like her a picture of her looking like unhappy popped up and then that girl which was like her now you know um in a better place and then she went into the same ad and then she went to go and explain the story again so the ad was basically the same we still use the same story we were still touching on the same pain points but we just changed the hook of the ad to see if we can further optimize and improve so that's just like again that's just like a specific example for
us obviously there's tons of different examples you could do in terms of like creating new Hooks and and angles to start with but that's just to give you like a more practical example now there's some easier stuff that you can do as well so you can change the setting of the ad so with this one you have to refilm the whole ad but you don't have to change any of the script so for example changing the setting can attract different type of people so if you are teaching someone how to make money online say if
that's your Auer right you could maybe the initial ad that you filmed was um you with like I don't know outside in the garden right now that's going to attract a certain type of person or maybe it's a better example maybe it's like you on the beach right that would attract the type of person who maybe wants to make money to um you know go and travel the world and be on holiday basically every all day every day every single year so that type of setting will attract that type of person who wants that type
of Life whereas you could film another ad that still teaches people how to make money online the script is exactly the same but maybe it's like you at home with your family and you start it off with you know you at home and that would attract maybe the type of people that are parents who have a family who want to earn money online to help you know create a better life for their family so again that's like a basic example but it's the exact same ad exact same angle but just putting it in different settings
to attract different type of people and you might find that people resonate more with the family setting versus the beach setting for depending on your offer right so that's just an example of that another one is the CTA you can do this a few different ways so when you do a CTA it's typically like around the lines of and if you want to learn how to x y and Zed then just click the button below and ABC so you can change the X Y and Zed and you can change the ABC so for example you
could be like again similar to the last one if you want to learn how how you can make money from a laptop and travel the world then click the link below and register for my webinar you could change that to be if you want to learn how to create extra income for yourself so you can provide more for your family then just click the link below and register for my webinar right so you're changing the benefit of the CTA or you could start testing out the format this is probably like less important but depending on
again we're going to bit detailed here but depending on the sophistication of the market different ctas could um perform better than others so for example in like the we coach coaches how to coach online coaching space if you have a CTA in your video that says click the link below and register for my webinar then that's going to create a lot of conflict in a lot of online coaches' mind because they've been you know had webinars shoved down their neck for like 20 years right the last thing an online coach wants to do is watch
another webinar right it's not what they want to do now now if the rest of the ad is good and the offer is good and the other copy is good then it matters less but just simply changing the format in terms of like what the CTA is so instead of saying hey a webinar because people just think okay 90 minutes pitch Fest you might want to reframe it into a case study a new training video hey I just uploaded a video onto my website that explains x y and Zed right you just want to maybe
repackage the format of the CTA and what they're going to see on the other side just to get a better better action but again that's like a small optimization I'm not saying this is going to dramatically change the performance of the ads but it's changing the language that you have in your CTA can sometimes get a different response and then some other like more editing stuff you can use like captions you can do music you can do Boll so all of this stuff can help with the retention of the video so if you've already got
a video that's performing well then if you do add captions add background music add b-roll it can help with people watching more of the video and it could help obviously the performance of the ad so again not dramatic that's going to take it from unprofitable to profitable but small optimizations that you can make and you can see here from you know finding one good add angle you can then create different a different hook put it in a different setting different ctas different captions music you could create like 10 variants of that one ad and they
could all perform slightly differently so with the example that I showed you for the client that you know I pulled up just before I I opened up their account one of the things that we did was like settings for example so they basically filmed one in their office they filmed one in like the meditation room because it was like a spiritual offer that we were promoting they put one in the he filmed one in his back Garden where he'd just been also like meditating outside in the sun in like nature so we were just like
creating different settings and it was the same ad it was the same copy but it was just um in a slightly different format okay so there're the different optimizations that you want to um make now you also want to do different variations as well so you can use this well number one you can still do this if the ad is working so still make different variations but you can also do this if the ad is like kind of working but it's kind of not maybe it's just outside the kpi but you could you feel like
maybe with a few tweaks that it could perform well um then you can also create variations and this is typically where we'll use like the same angle but we'll make a completely like different ad so the the initial angle is maybe not working well enough for you to scale it but you know there's something there with the angle maybe you just need to like present it in a different way or you know frame it in a different way so for example you could tell it with a different story so maybe you have let's just do
like the weight loss example let's say you have um you're a fitness coach teaching people how to lose weight and the ad that you talk about is about how you didn't have confidence to you know go on holiday or whatever take your shirt off on holiday or whatever it is now you may be might tell your own story with that and your own pain and frustration with that and maybe for whatever reason maybe it was a story itself but it didn't really hit right whereas you could maybe take one of your clients who would who
was also experiencing the same struggle in terms of like confidence when they go on holiday and you could tell their story and their like uniqueness around that story and you know depending on your audience they could resonate with that story more so there you're using the same angle in terms of like this is the pain point that we're focusing on but it's like a just a a completely different ad Al together so you're basically like just rescripting it so you basically going to have like a decision to make so you got the ad right and
then you're going to ask yourself did it work and you're going to have a yes you're going to have a no and you're going to have like it kind of did so then here you're going to turn it off here if it did work then you're going to optimize and if it kind of did but kind of didn't then you're going to a variation and then here as well you're also going to make a variation so this is like your your decision tree and this is basically like just like a continuous cycle like this stuff
doesn't stop so for example if this works then you create an ad with one of the optimizations and you do basically just the exact same thing again you know you ask yourself did it work yes no kind of if it did you create another optimization you make another variation this you turn it off and here you make a variation so you can see this will like completely build out and this is the way you need to have like a system set up properly in place for you to be able to like test this stuff efficiently
because this is the way you like scale and find winning winning ads a lot of people don't have a a testing structure and they'll just be like I'm going to try this ad that didn't work I'm going to film this ad okay that didn't work let me try this let me try this and you know I'm a I encourage you to kind of take messy action if that's the point in your business that you're at where you just need to get started and you just need to try stuff like I totally get that but it
comes down it gets to a point where you need a bit of strategy and you need a bit of structure to actually what you're doing inside the ad account and having a system like this set up in place where you know what you're testing you knows what's working you know what isn't you know why it is and why it isn't and then you've got a process in place that allows you to take a winning ad and build on that momentum and build out variation that also scale at the same time that's the process that you
need to have behind the scenes like very rarely do people to scale to you know generate millions of dollars with ads if they're just kind of like throwing spaghetti at the wall and just hoping some of it sticks because even if something does stick they don't have a process in place to take advantage of that and build on the momentum and scale it even further so basically for the client that I mentioned before whenever we start out with a campaign for them we'll probably come up with like one two three four five and we'll probably
start with them F filming about five different videos on five different angles and we'll launch them and then we see the results and then we just follow this decision tree and we just build it out from there right and we'll create the variations and we'll create the optimizations but maybe we turn that one off and then we try this one again and that works and then we do down here you get the point I'm not going to draw the whole thing out again so we start off maybe and again depends on the budget depends on
what we know has worked in the past what hasn't worked in the past maybe like five is probably like a solid number in terms of like okay these are five angles that we're going to test and then from there we can optimize create variations turn stuff off so we know that you know if they make money online angle to go and travel the world as a nomad doesn't resonate with our audience then we'll stop that and we won't create any variations or optimizations on that and we'll focus on the other angles so hope that was
useful if you got any questions about testing testing infrastructure this type of process how to track it etc etc let me know in the comments below you'll see from my other videos that I try and respond to pretty much every comment that I get and be you know as um valuable as possible as much as I can answer in a comment obviously sometimes stuff requires a bit more explanation and context so I can't always give like you know I can't answer every single question because sometimes it just requires so much detail but if there's like
a quick question that you have about this that you feel like I can get back to you with then well regardless just put it in the comments below and I'll let you know if I have the ability to answer it in like a short paragraph um to give you the best possible answer so thanks for watching and I'll see you on the next one [Music]
