The Art of Online Business

Key Meta Ads Metrics Every Course Creator Should Track

• Kwadwo [QUĀY.jo] Sampany-Kessie • Episode 859

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My wife, Jamie, joins me as my new co-host. Over the past six months, she has immersed herself in the world of Facebook ads, managing a couple of client accounts and applying strategies that deliver great results. 

We're leveraging my years of experience with her fresh perspective to create a dynamic that’s really beneficial for our clients. Today, we’ll discuss the essential metrics every course creator should monitor when running their own Facebook ads.


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Jamie Sampany-Kessie’s Links:

Speaker 1:

Welcome to the Art of Online Business today. Welcome to the Art of Online Business, Jamie. Thank you.

Speaker 1:

You guys can't see her, but she is my wife and I just wanted to introduce her as the co-host and partner in business and over the past year she's been immersing herself in the world of Facebook ads and working closely with me to learn the ins and the outs, because my office is right next to her office. You might not know, but she actually manages a couple of client accounts and she's already been applying the strategies that I teach her into those clients accounts to get really good results. And also a cool thing is that you didn't learn like I learned, like I learned in a Facebook ad agency and then you've been learning Facebook ads from another mentor of both of ours, taking her course and then having the opportunity to take everything you've learned and put it right to work, since you got a couple of clients.

Speaker 2:

And having you right in the next room.

Speaker 1:

Right, yeah, it's easy for you to bring your laptop over.

Speaker 2:

As I call over, hey help.

Speaker 1:

So, yeah, together, like basically, we're combining my experience years of experience managing meta ads with her fresh perspective and sometimes different opinions, and what that does is it just creates, like this, healthy tension and we get good results for our clients together. So I'm happy to have you on the show. Thanks You're welcome.

Speaker 2:

Good to be here, you're welcome.

Speaker 1:

So we thought this format would be great, where I'm just going to ask Jamie some questions, and in today's show, we'll be talking about the basic metrics, the key metrics that every course creator who runs their own Facebook ads should track and should know. And so let's start off. Like Jamie, what are the most important metrics that you look at when running ads for your client accounts?

Speaker 2:

All right, it depends. If you're running a leads campaign and you have a lead magnet, something like that, then the most important things you're going to look at your cost per lead. That's always number one. We want to make sure we have a low cost per lead. You don't want nothing crazy. And then you're also going to be looking at your click-through rate. You're going to be looking at your reach. You want to make sure that your reach is at least at 500, or else you can't make any other decisions based on the other metrics. You want to make sure that it's at least gotten your ad has gotten in front of enough people. And then also your frequency. So should we break each of those down?

Speaker 1:

Well, there's two kinds of click through rates. Which ones are you referring to?

Speaker 2:

The link. Click through rate is the one that I am referring to is the most important one, because that is the percentage of how many people that have seen your ad are actually clicking on that link in your ad, and so that's the most important one. We want to make sure that people are see the ad. Oh hey, I am interested in this. Click there we go.

Speaker 1:

Yeah, and I know that I put usually in my metrics the CTR, all the overall click-through rate too.

Speaker 2:

So then, what is the difference between the click-through rate and the link click-through rate?

Speaker 1:

The click-through rate is the CTR. All that I look at it measures a click anywhere on the ad Could be the little profile picture or the name of your account, or clicking down below the ad on that blue button that says learn more. Could be clicking on the dot dot dot see more to expand the text at the top of that ad, or clicking directly on the ad, creative or commenting or liking or sharing. It's all those clicks, and so I like to look for a three to one ratio, meaning that the CTR all the click-through rate everywhere is about three times as high the percentage of the link click-through rate.

Speaker 2:

Right yeah.

Speaker 1:

So what about reach Like? What does reach mean?

Speaker 2:

Reach means how many people literally you are reaching with your ad, how many people are actually seeing your ad, and so you need to have at least 500 people that have seen it in order to even look at some of these other metrics and make decisions or make any changes or do any troubleshooting, Because if hardly anyone has seen your ad, then it's kind of like well, troubleshooting, Because if hardly anyone has seen your ad, then it's kind of like well we can't really decide that yet.

Speaker 1:

True, true, it's important that you have like statistical significance. Otherwise you're going to say, oh well, this ad doesn't have a high link click-through rate or as high as another one, but there hasn't been hardly any people that showed it.

Speaker 1:

That's a question I get on coaching calls a lot, like a client that I coach one-on-one might want to turn off an ad as I'm like telling them, check in on day one and check in on day three, check in on day five, and they're saying this ad is performing bad. I'm like, well, what does it mean it's performing bad? They're like, well, it has a low click-through rate. I'm like, okay, but first of all let's see how much ad spend it had right. Second of all, let's see like very related see how much ad spend it had Right.

Speaker 1:

Second of all, let's see like very related to how much ad spend it had is how many people saw it in the reach column, you know.

Speaker 2:

Right.

Speaker 1:

And if there hasn't been any money spent on it and very few people have saw it, then we can't seen it, then we can't say that it performed bad.

Speaker 2:

Right, exactly, yeah, exactly. So here's a question for you, mm. I believe we did, but we can say it again above 1%.

Speaker 1:

And then what are you doing in your client accounts if the link click-through rate is below 1%?

Speaker 2:

So there's a few things that you can do to troubleshoot this. You want to make sure that your ad copy is doing well, so maybe you need to change the first two lines or so of your ad copy so because that's the first part that people see on the ad, and so make sure that you have something that is engaging, enticing for people, maybe clickbaity, if you want.

Speaker 2:

Not so much clickbaity Not so clickbaity, but you maybe just changing those first couple lines. Another thing to check is to make sure that you actually do have your link for your landing page or your, your website, whatever it is. Make sure that that is actually in your ad copy and people actually have a place to click. Sometimes people forget to even put their landing page link in their ad copy, or maybe you want to move it up higher in your ad copy. Another thing that you can do is check if it's an image. For example, if you have text on there, maybe keep the same image but change the text or vice versa or change your headline. So there's lots of different things. You can kind of troubleshoot there and just play around with a little bit and see if those little tweaks can get it up a little higher.

Speaker 1:

How long? Because I know the listeners think this how long do you wait after some changes that you've made to see if they worked or not?

Speaker 2:

Generally two to three days. You can get a good gauge. If it's starting to work, if your cost per lead is starting to go down, if you start seeing the click-through rate going up, then yeah, you can definitely tell.

Speaker 1:

Within two to three days I would say Okay cool and I got a landing page question for you, if you will. But before I ask that, I do wanna let the listener know, like, if you want to avoid the seven biggest mistakes that I've seen in one-on-one coaching with clients, then go to the link in the description below and download that tutorial where I take you through Ad Manager and I show you the mistakes and I show you what to do instead. That way you're not losing as much money, because when you start running your own ads, we have to pay the ignorant tax, right, and I want you to make as much money as possible and not make all the mistakes that cost you money. So go get that now. And, jamie, you were talking about landing page strategy, and if your landing page sucks, it affects these basic metrics, right? So what's some? Tell us an experience of landing page that you've seen.

Speaker 2:

Right, so clients will go unnamed. Yeah, and we've already talked about this, so if she's listening, she already knows about all the changes that she needs to make.

Speaker 2:

However, landing pages should be. You know you've heard the kiss thing like the keep it simple, stupid phrase, and so same goes with your landing page. So if you have a lead magnet, for example, you want it to be as simple as possible for someone to click on. The link in the ad takes them directly to the landing page. They put in their name, email done, and it just it's going to be delivered to their inbox. The problem that I had with this one client she sent me it was basically her website and it was there was just all the navigation tabs. There were so many places for a client to be like the header menu at the top Right.

Speaker 2:

Right, yeah, so many, so many places, many places for a client to be distracted. I was frustrated trying to get to the membership button, to click on it, and I didn't even want the membership right, I was just doing my due diligence to check through her landing page, so to speak, but there was just so many places to get distracted. And then, once you even clicked on the, you know, either the annual or the monthly membership, and then it took me to yet another page about the membership, and then it wanted me to create a login before I even had purchased it, and it was just, it was really, really messy. And so you want to just make sure that, whatever you are doing for your landing page, or whether it's a purchase for you know, for your course, your membership, whatever it is make it as simple as possible for your clients to go directly to that page, directly to the checkout page, whatever it is, and just be done with it.

Speaker 2:

You don't want them clicking all over the place and getting distracted and possibly going somewhere else, or this is too hard, and then you lost them just in that process.

Speaker 1:

So so you said the most important metrics of track results were frequency, link, click-through rate, reach and Cost per lead.

Speaker 2:

That's if it's a lead campaign, yeah, if it's a purchase campaign, obviously, then it's going to be your ROAS, your return on ad spend and seeing how many purchases you're actually getting, seeing how much your return is on people who are purchasing.

Speaker 1:

Another question that a listener might have what's the order of importance for those four metrics?

Speaker 2:

Order of importance.

Speaker 1:

Yeah, like, as you're managing client accounts, which one do you look at first and then second?

Speaker 2:

So the very first thing would be reach right. We just want to make sure that you have at least 500 before we're even looking at any of the other things. If it's a lease campaign, then the next one would be cost per lead. If it's a purchase campaign, then it's going to be your ROAS and then after that I would say your click-through rate and after that your frequency. And frequency you want it to be below seven. Lower is better.

Speaker 1:

Lower is better.

Speaker 2:

Lower is definitely better, probably between one and three at the highest.

Speaker 1:

Does this differ for, like, if you're targeting a cold audience and a warm audience and maybe describe what those mean?

Speaker 2:

Well, the frequency is how many people are seeing your ad, right, or how many, sorry, how many times they are seeing your ad, and so, yeah, you don't wanna wear out your audience, so to speak. You don't want them to see it too many times and then they get tired of you.

Speaker 1:

Yeah, so Well, you said seven for frequency, but does that differ based on if you're targeting a warm audience or a cold audience?

Speaker 2:

Right. So with a warmer audience, your frequency is going to be higher, and with a cold audience, your frequency is going to be lower.

Speaker 1:

Okay.

Speaker 2:

Yeah.

Speaker 1:

I've seen that too, where if I'm targeting a cold audience, I'm looking for like ideally one point, something you know if it starts to get to two or three. Targeting a cold audience, I'm looking for like ideally one point, something you know if it starts to get to two or three on a cold audience.

Speaker 1:

I'm thinking my audience could be close to burning out. They've seen this ad a lot. I want to add in new ads, ie new visuals, you know, with different ad copy. But if it's like a warm audience then frequency can go up to like that six or five Like, at least in my client accounts.

Speaker 1:

What I'm really concerned with is frequency as an indicator that the audience could be close to burning out. We talk about these signs right, like somebody who's experienced managing Facebook ads and somebody who isn't is like, the more experience you get, you can kind of read the signs and tell what's coming up in the near future. Right and high frequency is a sign that your lead cost or your cost per sale could be going up soon you know, or it could be an indicator.

Speaker 1:

Like if your lead cost has already started to spike, it's like, oh, maybe the frequency is too high, but yeah.

Speaker 2:

In which case you need a bigger audience.

Speaker 1:

You could need a bigger audience, so you can look at that, but then you also could just need new ads. True, yeah, I start with new ads first personally, and then, if the new ads don't work, I could also look and get a bigger audience too. But we're usually choosing I guess we can also say this like we're usually choosing the audience size in the very beginning when we set up our ads and, of course, if it's a warm audience, you can't really change the size of your warm audience overnight. So we're going to end the episode here. This is the first of many episodes where Jamie will be joining me, so feel free to click down in the show notes below and get that guide to help you so you don't make all these beginner mistakes and you save more money with your Facebook ad, which means that you can have more leads at an affordable cost coming onto your email list, so you get more chances to serve the people who you were meant to serve and blessed with the passion to serve. And, jamie, thanks for sharing your insight.

Speaker 2:

Yeah, thanks for having me. I really liked having you on the team. We're a good team, you and I. We really are, we really are.

Speaker 1:

So the next time, take care, be blessed, and we'll see you in the next one.

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