Webinars are a fantastic way to sell all kinds of products online. In this video posted on my YouTube channel, I want to show you how to set up, run, and scale Facebook ads for webinar funnels.
I give you my step-by-step process of coming up with the ad strategy, optimizing your campaigns, and scaling, so you can generate more customers with your webinar! 🚀
Video Transcript
In today’s video. What I’m gonna show you is how you can set up and run Facebook ads for webinar funnels.
So webinar funnels have been around for a long time. Webinars are a fantastic way to sell products online. If you’ve got an online course, maybe a high ticket program, even done for you services, all kinds of things can be sold through a good high converting webinar. And so in this video, what I wanna show you is the process that we use when we’ve got a new webinar and we’re trying to launch it with Facebook ads so we can figure out what’s working what doesn’t. And we can try to maximize as much revenue as possible coming from a webinar funnel. If you have checked out any of the other videos on this channel, you know, that we take everything from our agency approach. So this is how we have done this at our agency, with the clients that we’ve worked with. And so a lot of what we need to do to successfully run a webinar funnel with Facebook ads is we’ve got to set everything up, make sure we’ve got everything ready, prepared, make sure the funnel is ready to be ran with Facebook ads.
We’re gonna go through all of that here. We’re also gonna talk about the ads strategies. So what is the actual strategy that you want to use inside of your account that you want to set up in order to be successful? How do you optimize your campaigns and optimize your funnel so that you are able to actually get profitable with these campaigns? And then once you are profitable, how do you actually start to scale that up? So you can maximize the number, the revenue and the number of customers that you’re generating with your webinar. So a quick getting started checklist before you want to even touch the ad platform, you’ve gotta make sure you’ve got a few things. The biggest one and the most important one is a converting webinar. And the key word there is converting because we’ve seen a lot of people write a webinar.
And then the first thing that they do is they go test it with paid advertising and you absolutely can do that, but it can get pretty expensive because if you don’t know, if the webinar is going to convert, running ads to something does not make something convert, it needs to be a good, compelling, powerful webinar that has a really good offer at the end and is actually going to convert. So if you’ve got any kind of audience, if you’ve got any kind of following, if you can do a partnership with somebody who, as an audience already, that is your ideal customer and make sure that your webinar converts beforehand, that is definitely a good idea because you wanna be really confident that your webinar is going to do well before you start spending money on it. Because the reality is, if you have a warm audience and you run them to a webinar, they are going to convert at a higher percentage than cold traffic.
It’s just what happens, right? If you get a bunch of people who don’t know you on the internet to watch something, they’re not gonna convert as well as somebody who’s already following you. So if you can get like a six or 7% conversion rate with a warm audience on a webinar, you can be more confident that you’re gonna get a four, 5% conversion rate to cold traffic. If you can’t get two or 3% conversion rate with warm traffic, you can be pretty sure you’re not gonna get that with cold traffic. So if you can test it out and make sure that it’s converting beforehand, that’s definitely a good idea. If you can’t do that, maybe you don’t have an audience. Maybe you’re starting from scratch. Again, you can use paid ads. You’re just gonna have to be aware that you’re going through a process of buying data.
So you’re just putting stuff out there and seeing, Hey, how well does this convert? You know, I’m gonna run 25, 50, a hundred people through this webinar, what are my results? And then maybe you have to go back and iterate and do that back again. So again, a converting webinar, step number one, the next thing is knowing your targets and your KPIs. So you really need to be clear about like, what are your goals and what are the APIs that you need to hit in order to get there? I will actually link to this resource right below this video, but we’ve got a little webinar calculator that we use and, and that you can use in order to figure out what are the numbers that you need to hit in order to be profitable with your campaign. So you wanna be really clear about what are some good goals, like revenue goals that you want to hit in a month.
What kind of ROI are you looking to generate? What kind of volume of customers are you looking to generate? And then you can kind of do the math and figure out, okay, well, depending on what you’re paying per click, what your conversion rates are on the landing page, on your show, up rate on your webinar, what is the reasonable expectation that you could expect to see for it to cost you to acquire a customer, or if you’re going for sales calls and trying to get sales calls, what’s a reasonable cost for you to get someone on the phone. And so you wanna map all this out beforehand, because this is what’s gonna, you figure out as you go, if you are being successful or not, and where you need to make adjustments, cuz maybe sometimes you figure out, Hey, the ads are working, but the landing page isn’t maybe sometimes you figure out the language thing is working, but people aren’t showing to the webinar.
And so kind of mapping this out beforehand is a really good way to give you an idea of where your ads are, are working and where they aren’t working and where you can do some optimization to improve how things are doing. If you don’t know any of these things, just make ’em up. Just make some good benchmark ideas. Look around, I’ll even put some benchmark numbers down below this. And then once you start getting some data, once you start running some ads and you spend a few hundred dollars, you’ll start to see, oh, Hey, this is what’s working. This isn’t, this, this is where I seem to be falling short. The next thing that is really, really important in all of this is a clear, documented messaging strategy. So when you are running any kind of ads, especially if you’re selling like digital products, programs, services, anything like that, your messaging is the biggest lever that you have, especially if, and even too, if you’re just spending like less than 30,000 bucks a month your messaging is the most important thing.
Nothing is going to make a bigger impact than your messaging and your offer. Look is really good at finding your audience and anything that you might be reading online about like manual bidding strategies or high targeting and all of this stuff really doesn’t help you that much if you’re not spending like 10,000 a month or more. And so really in the beginning, what we really wanna be focusing on is our and our offers and our positioning. Those are the best things we can do. And so having a Google doc or having a slide, Excel spreadsheet or a slide, or however you like to organize things at, at the agency, we use spreadsheets and, and slide decks to map out like, what is the messaging that we want to test and how are we gonna figure out what’s working best? Because a lot of the name of the game especially in the very beginning is figuring out what are the hooks, angles and messaging.
That’s really going to attract your ideal customer. It’s gonna speak out to them and it’s gonna get the right people in your funnel who are going to actually show up to your webinar and buy your stuff at the end of the day. And so we want to come up with what is your core messaging and then what are some angles and, and, and hooks and ideas that we can test and then sequentially run through and test those. And I’ll show you how we do that here in a minute in our launch strategy. But that’s really important to plan out in the beginning is what is the position we wanna, we take? What is the messaging we wanna take? How do we wanna speak to our ideal custom and what are the first couple of five to six ads that we want to test and get out there and see if this messaging is really gonna resonate with our market or not.
The next thing that we need is our audience research. So not too long ago, Facebook took away the audience insights to be able to do some research. I’ve got another video around here about how we are finding audiences right now. So two of the really good ways that we have found to in you to find interest and audience ideas in really just using the suggestions tool. So you can start with some core audiences that you know are working and then you can see that Facebook will give you tons of suggestions. So you can just search around and browse through this. Another really good option that we use at the agency a lot is this interest, explorer.io. You do have to pay for this, but it’s not terribly expensive. If, if you are doing a lot of audience research are running a lot of campaigns. This is definitely a good idea because it’s basically just giving you back that audience insights tool, where you can type in certain interests or certain pages or cert people who have big followings, and then you can find other similar related interests.
And so this is a really good idea to go out and find those audiences. But really what you want to do in the very beginning is again, come up with 20, maybe 30 different interests, lookalike combinations and stuff that you’d like to test, because we like to do all of this research up front in the very beginning before we ever launch an ad campaign. And that way, once we’re actually running ads, we’re not having to make a bunch of decisions about what to test next. We’re definitely iterating, but it’s really about like cool, here’s our messaging strategy. Here’s our audience strategy. We start with five to seven, really good core audiences. We start with two to three, really good core messaging hooks. And then as we see what’s working, we just keep evolving and keep going through the testing process to figure out what’s working.
The last thing that is super important to have set up before you run ads to anything is your tracking. And this is really, really important. And I actually see a lot of companies not have this set up before they start run ads. So if you are going to be running ads, one of the most important things is to make sure that you are able to clearly know what’s working and what’s not working. What is your, how many leads you’re getting? What is the cost per lead? How many sales are you getting? What is the cost per sale? How much revenue is your paid advertising generating for your business and what are the metrics that you need to improve and to continue to improve performance. And so you want to have really good tracking. I’ve got another video that I’ll put one of these corners up here about the tracking tech setup that we use for Facebook ads.
Because at the end of the day, the Facebook pixel is super important for Facebook to know how well your ads are doing so we can go out and find you more leads more customers. But the Facebook to racking pixel is notoriously bad at reporting accurate data. It just sucks at that. And especially after I was 14, it’s gotten a lot worse. And so we always have other platforms that we are using and setting up in order to be able to get good data about what’s working and what’s not. And so you’ll wanna check out that video, we’ve got free options. We’ve got paid options in order to help you improve the performance of your ad campaigns. But it’s super important that you do this before you ever set up at any of your ad campaigns. Because if you are just reporting off the Facebook pixel, you’re really shooting yourself in the foot because you’re just not gonna have really good data about what’s working inside the ads manager.
So the next thing we’re gonna look at here is your full funnel advertising strategy. So if you want to be getting results with Facebook ads and you are running your webinar funnel, you definitely don’t want to just have one campaign set up with a few targeting. What we always do is break things into three different types of campaigns. So we’ve got top of the funnel. This is refer to in the industry as your cold traffic, cold traffic is people who do not know you. They have never heard about you before, and you are running ads to them. Then you have your middle of the funnel. And this is your warm traffic. These are people who might have heard you online, might have seen some of your ads might have consumed some of your content online. We’re trying to move them through the next stage of either opting into your stuff or showing up to your webinar or buying your stuff depending on where they’re at in that stage.
And at the bottom, we’ve got the bottom of the funnel. This is what we call your hot traffic. These are people who have already registered for your webinar and they need to take the next step and show up and buy. And so at each one of these stages, we have a few different campaigns that we’ve set up and we’ve seen different messaging work well. And so at the top of the funnel, these are what we’re trying to get people into your webinar. So we are running ad. Well, we have seen work really well. Year is like problem solution ads. So talk to people about the problems they have talk to people about the symptoms that they’re seeing in their life that are showing them that they have this problem and offer them a solution, which is oftentimes your educational webinar or what you’re running ads to.
We’ve got story based ads. These work really well on social media. So write a story, write a good convincing story about maybe something you’ve experienced client of yours that has experienced that leads them to, you know, ex understanding, you know, what the problem is, how they could solve that problem and moving into taking the next step and, and signing up for the webinar. And then also like contrarian ideas. I think these have been working really well for a lot of our clients, which is what are they hearing from everybody else in the market? And what is a very different take on that thing? Because if you’re, if they’re hearing one thing from everybody and you are telling them to do something else, you are now presenting them with a new and unique idea that will likely capture their attention. And then again, the call to action sign up for the webinar.
So we see these work really well with cold traffic. The other thing that does work well with cold traffic is just educational content. Because especially if you’re good at doing videos, you can run educational content and then retarget people when they’re get to this next stage of, of the warm traffic. So middle of the funnel, these are people who have heard about you online, they’re in your retargeting audiences, but they have not taken the next step and moved on to registering for the webinar. So what you can do here is run similar ads. Sometimes you run the same ads and sometimes they work, but a lot of times we’ll run different ads, but again, kind of educational ads. We can show authority, you can put some urgency about why they should sign up for this webinar. Now, instead of later all of these things, but we’re just basically retargeting your warm traffic, trying to move them into the webinar because at this point they have not signed up yet.
And so we’re trying to get them off the platform and into your funnel and then bottom of the funnel. So these are people who have already registered for your webinar. And so here, we want to have strategies where we’re showing people, testimonials, case study. We can give them some urgency or some scarcity about why they should sign up now, why they should move forward and take the next decision. But these are oftentimes people who have watched your webinar maybe in the last seven days, the last 14 days, the last 30 days, depending on how much money you’re spending, how many people you’re actually running through this webinar, this audience size vary, but these are people targeting people who have actually signed up for the webinar. And we’re trying to get them onto the final step of becoming a customer and moving forward with working with your business.
And so we wanna have all three of these set up. So oftentimes inside of your ads manager, this might look like three different campaigns. This might look like four or five different campaigns, cause maybe you’ve got a couple of cold traffic, one or two warm traffic, and then one bottom of the funnel traffic. But we wanna make sure that we’re using ads to move people through each sequence of the process of going through your webinar funnel. And that will help you increase the conversion rates at each step and kind of get incremental gains on what you’re doing with your webinar funnel and FA and paid ads. So what you’ve got over here is the strategy that we are using when we are launching our first ad campaigns, especially at the very beginning and cold traffic is going to be the most important thing. So how are we gonna get people into your webinar funnel?
And so for this, we use a pretty basic testing strategy, right? So we will usually have your core thing up here. You’ve got your campaigns, that’s the, where you’re setting up all the stuff, setting your campaign objectives on Facebook. Then you’ve got your ad sets. So this is where you’re setting up your targeting. And so what we will often is have a campaign for cold traffic, a couple of different audiences start with four or five core audiences that, you know, most likely hold your ideal customer inside of them. And then set up three or four ads inside. So you can do one or two copies. You can do two or three different images and you can start to figure out where are you gonna get some audience message match. So where are you gonna find that connection from what your putting out in your ad copy and an audience that is going to resonate with that message?
Because if you run this for a little while, what you will find is some audiences just don’t work at all. Some ads work with certain audiences and you can start to get some good data about what’s gonna work in your marketplace. And again, again, at the very beginning of any campaign, we’re just buying data. We know some of this isn’t gonna work and we know that some of it is. And so what we wanna do is figure out where do we have some fit, because then what we can do is continue to optimize our process. And we’ll go through a few testing campaigns like this, depending on what we want to test and what we want to figure out data on next. We often have a, a couple of different ways we’ll structure these testing campaigns. And a lot of times the first 30 days is just running testing campaigns.
So for an example of that, maybe in the very beginning, we’re just trying to throw out some stuff and see what works. So we’ve got a few different core audiences here and then we’ll have a few different messaging that we can use inside of the ad campaigns. Once we find the audiences that are working, then maybe we’ll do a set up a different campaign where we’re keeping the audience the same and we’re testing a bunch of different copies and a bunch of different visuals that we can put together in order to figure out what ad copies are really resonating best with this audience. And so after going through this, maybe in two or three weeks, what you’ve got is a few core audiences that you know, are working and what messaging is working best for those audiences, cuz there’s really only three things that could happen once you’re launching these campaigns, either a it totally bombs.
And if it totally bombs and you’ve got all red checks because none of these ads are hitting your KPIs. None of them are generating leads or they’re not generating leads anywhere near the cost per lead that you need. Then what you can do, just go back to the drawing board, go back to the drawing board and look at how you can improve your creatives. Your creatives are gonna be the biggest variable that you can improve in order to get your campaigns working. The section option is maybe you’re profitable from day one, maybe day one day two, you start generating some sales with your webinar and you’re starting to see some profitability right at the gate. Then you’re in a fantastic spot. Now you know that you’ve got some good against message match. You’re getting people into the funnel and you can start to look at where you have some opportunity to increase budgets and where you can start to just continue to double down on what’s already working on day one.
Usually what most people find is they get into this third spot and this third spot is you’re somewhere in the middle, right? Like maybe based on your KPI and your calculator, you know, you need $20 leads in order to be profitable, but you’re getting like the $30 leads. Maybe you’re seeing a click-through rate on your ads of like 0.8. So, you know, you’re getting some traction, but you’re just not quite where you want to be or where you need to be in order to be running profitable ads. And that’s where a lot of people find is they find themselves in this middle stage for optimization, which is a good spot to be right now. You’re, you’ve, you’ve made it farther than most people, which is getting your ads up and actually starting to get some data and having some ideas about what to do next.
So that’s when we get into actually optimizing your ad campaigns. So this is what can we do in order to improve the results that we’re getting? Because we’re seeing that we’re getting some, some res some traction in our market, our audiences, our, our hats are resonating with some people, but we’re really just not where we need to be to actually be profit. And so this is where you have to put in a lot of work. This is where a lot of people get stuck because they get to this spot and they don’t really know what to do next. When you’re in this optimization phase, you’ve got a few things that you can do. That’s kind of in your bag of tricks that you can use in order to improve the profitability of your ad campaigns. The two things you need to be doing is decreasing your costs on the ad platform and increasing conversions on the backend.
Because if you do those two things, what you’re gonna do is lower your cost to acquire customer, which is pretty much exactly what you want. So in order to decrease the cost on the ad platform, what you can do is improve your messaging, improve your ad copy, especially that preview text that happens right before the, the show more button on the, on the ad. That’s a really big lever that you have to get more people to read your ad, get more people to convert. The next thing you test different images in videos, definitely test images versus videos. Once you see what seems to be working best test, a lot of different variations of whichever one seems to be working best in your market. We definitely see places where images work better. Still. We have campaigns that are performing best with images. We definitely see places where videos working best.
And so we run more videos. So figure out which one of those two big has worked and then test a lot of one in each category, short videos versus long videos. Definitely. We’ve seen a big pull towards shorter videos. So if you can do really catchy, good, compelling, punchy videos that are less than 30 seconds, less than 60 seconds, you wanna be testing a lot of those. Also, we’ve got some campaigns that work really well with long talking head videos. We’ve got some ads that we run that are like two, three minutes. They’re talking head videos and they convert really well. And so you wanna be testing these big variables and figuring out what’s gonna work best. And then also your landing page. So definitely split testing your landing page and figuring out what you can do to improve there. Typical with the landing page, the one thing you can do to make the biggest impact test copy, test headlines, test the bullet points that you have on your landing page.
But testing your copy on your landing page is going to increase the conversion rate more than anything else. And so you wanna be testing these different variables in order to decrease the cost that it, what, what it costs you to get someone on the webinar. Then on the back end, we want to be increase seeing the conversion rates of the webinar. So how do we do that? Getting more people to show up. So using email to get more people to show up, a lot of people are using bonuses to get more people to show up. So you’ve got people that are giving show up bonuses or state of the end bonuses so that they’re encouraging people to actually show up to the webinar. You’ve got replay engagement. So if people aren’t watching the webinar, do you have an email series that gets more people to actually actually watch the webinar, your sales sequence?
So if somebody actually watches the webinar, do you have a sales sequence, an email sequence that goes out and gets these people to buy? Can you improve? What’s going on there? Can you prove the open rates? Can you prove the arguments? Can you address objections in order to increase the conversion rates on the webinar actually increasing the webinar optimization itself? So do you have a big drop off somewhere in your webinar that you can go in and in improve the web? Because the webinar is the sales vehicle in which you are using to get people to convert. So oftentimes what you can do to get your campaign to be more profitable is improve the conversion rate of your webinar and the actual webinar itself. And then the last thing is retargeting. So kind of like we showed in that full funnel strategy. If you’re just getting started, if you don’t have a lot of organic traffic, you’re gonna start with cold.
And then what you can do is sequentially. Add these other campaigns in order to move people and use social advertising, to move people through to the next step. Just some general benchmarks so that, you know, you’re heading in the right direction. A 1% clickthrough rate on your ads. If you’re not getting a 1% click clickthrough rate on your ads, you want to be testing new visuals, new creatives, new ad copy. In order to get that 1% clickthrough rate or above 15 to 20% conversion on the landing page, especially with a webinar, it can be difficult to get a lot a higher conversion on the landing page, but at least 15 to 20% is a good benchmark for you to be having a good landing page, a 35 to 50% show up right on your webinar. So especially when people are coming from cold traffic and they’re, they don’t know you, but they’re signing up for a webinar.
Getting them to sign up is one thing, getting them to show up is another thing. So what can you use? How can you incentivize people? How can you show people the value of showing up to the webinar so that you can increase that show up rate? Because ultimately the more people that show up, the more people that consume the webinar, the higher conversion rates you’re gonna have, and then a two to 5% conversion rate from people who show up to the webinar to actually buy. So depending on the price point of your product, and you can use that calculator that I drop down on the link below to figure out where you need to be, but you’re gonna wanna make sure that you’re converting at least 2%, if not 5% of people into becoming a customer and actually buying the thing that you’re selling on the webinar.
And again, depending on your price point will really change the profitability of, of your campaigns. But you can use that calculator figure out where you need to be, but that would be a good general benchmark two to 5%. So after all of that, we have gotten your campaign set, set up, we’ve launched them. We’ve started testing. We’ve been doing some optimization, let’s say you’re profitable. You’re, you’re making some money. You’re figuring out what works and you’re ready to start trying to scale up and increase your budget. So one of the first and easiest things you can do is just gradually increase your budget. So on each ad set or on each campaign, you can increase that 25 to 30% every couple of days. So we might do a budget increase twice a week, depending on how well things are going. Typically you can expect, especially with Facebook ads these days, if you increase the budget, your costs are gonna go up.
So your cost per lead might go up a little bit, but if you’ve got something that’s working really well, it’s below that KPI number that you need to be hitting. Then what you can do is gradually increase that budget. The next thing is expanding to new audiences. So once you’ve found some ads that are working, go find some new interests, some new lookalikes you can use expanded lookalikes. So if one percent’s working well, try 3% try expanding up those percentages, but just launching new audiences and let those run for a few days and see how well they’re converting. The last thing here is expanding onto other platforms. So especially in today’s environment, you do not wanna be 100% dependent on Facebook ads. One thing that I really like about Facebook ads is it makes it really easy to test messaging. It makes it really easy to figure out what’s gonna resonate in your marketplace, but as soon as you figure out, what’s working, expanding out to other platform is a really, really smart idea and doing it quickly is a really good idea too.
So what we see working really well right now, YouTube ads are working great, especially depending on your industry search ads, we’ve got webinars that we are running on certain keywords that people Google search. And those are definitely converting. Tiktok is an emerging platform that we are looking at really closely at the agency to figure out how we can get people on TikTok, because it’s a social platform that just has underpriced attention. You can get better cost per lead and you can drive more people if you can get the creative, right? And then depending on if your market is there, LinkedIn, so go where your people are, you know, depending on your market, depending on what you’re selling, your people might be on a different platform. So figure out where they’re at and take your messaging. That’s working and go expand out to those other platform norms.
So that was a big run through of everything that we need to do to be able to successfully run Facebook ads for a webinar funnel. We talked about what you need to do to get started the actual ad strategy that you can use the launch strategy to start testing things. We talked about how to optimize your ads. We talked about how to scale them out once they’re working. So you can use this to go out and get your webinar running on Facebook ads to started, and then even start expanding it to other platforms. Getting one of these things up and working can definitely be a lot of work, but it’s absolutely worth it. We have scaled some of these webinars up to millions of dollars in sales, because we’ve been able to go through this process and just keep testing and iterating as we’re improving what we’re doing.
Usually by the time we’re hitting that type of scale, we’re testing dozens of ads. We’re optimizing E L follow ups. We’re optimizing the webinar itself. We’re testing dozens of creatives. We’re testing dozens of audiences. So there’s a process that you just need to keep running through, but if you keep can stick with it and you can keep running through it, you can absolutely make these things be extremely profitable depending on what kind of offer you have and what kind of market you’re in. So good luck with your Facebook ad campaigns. If you have any questions, just drop them in the comments below. I will try to link up as many resources as I can down in the description down below. I hope you found this video super helpful, and I will catch you next time.
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