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The Art of Selling Online Courses
The Art of Selling Online Courses is all about online courses.
The goal of this podcast is to share winning strategies and secret hacks from top performers in the online course industry. We are interviewing successful business owners, asking them questions on how they got to the point where they are right now, and checking how their ideas can help you improve your online course!
The Art of Selling Online Courses
Increase Your Course Revenue with Facebook Ads | Crystal Johnson
Want to 2-10x your email list size quickly? Download our FREE Double Your Email List Guide 👉🏼 https://datadrivenmarketing.co/double
Are your course sales falling flat?
Want to boost your revenue and grow your email list? In this episode of The Art of Selling Online Courses, we dive deep into winning advertising strategies with Crystal Johnson, a Facebook and Instagram ad strategist.
Discover how Crystal helps course creators optimize their ad campaigns, find the right audience, and scale their businesses using powerful ad techniques.
Crystal shares invaluable insights into the biggest mistakes course creators make with ads and how to avoid them. Learn how to set up effective lead magnets, nurture your email list, and ensure your sales funnel is ready to convert leads into customers.
Are you curious about the best ways to target your ads? Crystal explains how to identify your ideal client, use audience mining, and leverage lookalike audiences for maximum impact. Whether you're just starting with ads or looking to refine your strategy, this episode is packed with actionable tips to help you succeed.
Crystal's Website: https://www.cjandcocreative.com
Crystal's Instagram: https://www.instagram.com/cjandcocreative/
Subscribe for more strategies on digital marketing, audience engagement, and course sales.
If you're interested in growing your online course sales and funnel optimisation contact us at https://datadrivenmarketing.co/
Check out our YouTube channel for more tips, techniques, and hacks: https://www.youtube.com/@Theartofsellingonlinecourses/
Hello and welcome to the Art of Selling Online Courses. We're here to share winning strategies and secret hacks from top performers in the online course industry. My name is Monica Abadio and today's guest is Crystal Johnson. Crystal is a toddler boy mom, a Facebook, instagram meta ad strategist and the certified life and success coach. She's passionate about helping other entrepreneurs, especially female coaches and course creators, find the right ad strategy for their business and scale using the power of Facebook and Instagram ads, and today we're going to talk about promoting your course business with ads. I'll be asking Crystal some of the most common questions we received on the topic of ads from our clients and podcast listeners. But before we jump into today's episode, I have something exciting to share with you.
Speaker 1:If you want to grow your email list quickly, you need to check out our Double your Email List guide. Having a bigger email list makes everything else in your business easier. It means that every time you do a promotion, you'll make more sales, make more revenue and help more people. With this guide, you'll get a step-by-step process to everything you need to do to grow your email list. If you follow it, you'll very quickly experience a boost in your lead magnet conversion rates and see more people joining your email list. We typically see an increase in new subscribers each month of between 2 and 10x. So grab your copy of the Double your Email List guide right now at datadrivenmarketingco. Slash, double and watch your email list transform. All right, let's get into today's episode. Crystal, welcome to the show.
Speaker 2:Thank you, monica, I'm excited to be here. Thanks so much for having me.
Speaker 1:Well, let's start. I have a hard one. What are some common challenges course creators face with advertising, and how do you help overcome them?
Speaker 2:This is a great question.
Speaker 2:So, first of all, the biggest thing with advertising is, before you begin advertising unless you have just a massive budget and you're okay with using some money to test with ads you want to make sure that you have your funnel dialed in.
Speaker 2:You want to have your email marketing set up all the pieces that are gonna make you successful. After the ads get into your email system, we can get you leads all day, but if you don't have a converting offer, we could get you tons and tons of leads and then you may end up with no sales. So you wanna make sure that you have a product that sells, something that people want, and that you've tested the funnel, tweaked your messaging and really just dialed in so that you can start out with massive success with ads. Like I said, you can test with ads or you can use ads to grow your email list if you're just building up and wanting to build up to a big launch. But if you're going for sales, you want to make sure that you have everything already in order funnel working properly before beginning advertising.
Speaker 1:Okay, so what's a minimum they should have in terms of working funnel? You mentioned having a working offer. What else?
Speaker 2:Yeah, just making sure that they have their follow-up system in place, their sales system.
Speaker 2:Like I said, we can get you leads, but if your email sequence isn't optimized or your follow-up system, you know, depending on if you have people book calls with you or whatever your funnel looks like, you just want to make sure that you have it dialed in so that all the leads that we're getting you are actually going to convert for you, rather than you know having a ton of leads and then not having your follow-up system in place and they're just sitting there, you know, on your email list but they're not being engaged with, they're not being nurtured or followed up with, Because that's the main thing too. Like I said, if you want to start with ads and just build your email list and you have like an awesome nurture sequence built out while you're creating your course and getting things in order, that's totally fine. I just don't want people to come in with the expectation of like selling if they just whipped up a quick you know sales page and they haven't really like tested anything as far as selling the actual offer.
Speaker 1:So yeah, we see, we see many of those situations and what's interesting is that the results add up almost immediately after you have that kind of follow-up sequence installed and you have it. It does the heavy lifting for you, um, because what we've seen is not many people are willing to invest from the beginning, right. So if we're using a 3rd funnel, for instance, we're going to see maybe 3% of those people. So new leads are immediately converting after getting a lead magnet and it's only like 3%. So you really need to figure out how to convert those people in the back end.
Speaker 2:Yes, yes, yes, yes.
Speaker 1:Okay, let's talk about identifying the right audience for course creators, right? Because there's always this discussion between do we go super niche, do we go broad? Do we go based on interest? Do we build lookalike audiences? So how do you identify and target the right audience for course creators with ads?
Speaker 2:Yeah, another great question. So targeting. One of the first things I do when I bring on a new client is I do audience mining, so I really dive deep into their ideal client avatar, you know, have them fill out a really lengthy, fun questionnaire learning all about their ideal clients, and that way I can really research their niche, look up and see what's even available to target in Facebook, because sometimes you might have great ideas of like oh, let's target people who are interested in this or this, and then it's not available, um, so I always go through and just make like a big list and I go into the back end of Facebook and actually type in, you know, to see if it's available for targeting and then I create different interest stacks. So that's for like, interest-based targeting.
Speaker 2:But with audiences it's always important, as with everything else in advertising, you always have to test things right. So I always start out testing not only interest-based audience but also different lookalike audiences, and you can segment those you know down to specific different lookalikes or you can create lookalike stacks. So there's lots of different ways to do it, but testing. And then you also mentioned the broad interest. Or you know, broad targeting without the specific, more niche stuff and that's always good to test too.
Speaker 2:So I really start out testing all of these different types of audiences and it's just going to depend on what works best for that particular client. Sometimes look likes work amazing and sometimes it's more interest based audiences. I really like to start out, usually with course creators, even testing up to like 10 different cold audiences at a very low cost, and I use video ads to do that. So a little secret sauce there, but you can see, like how many people are watching the video to different percentages 25% up to 100% and that really helps me dial in on which audience is resonating the most with this particular client's content. So yeah, Nice.
Speaker 1:So I heard audience mining and having a customer avatar, which is something we keep preaching, and I'm a copywriter and that's like the sexiest thing you can show me. Not many people have it. And then you also mentioned testing with ads. Are there any other tools or methods that you use for audience segmentation? Like top five things?
Speaker 2:Do you mean as far as, like, when I'm actually running ads or when I'm just like brainstorming and getting started?
Speaker 1:I guess both. I mean, there is definitely a beginner audience listening to this. So, even talking about brainstorming segmentation, I think that's an important topic to have, because when it comes to ads, you know most people are like well, it's so easy, you just go to Facebook, you click through things and here you go, a sponsored ad is running Right.
Speaker 2:Yeah, okay, so, yeah, so I can talk a little bit about both. So, within ads manager, I mean it's really neat, like I said before it, so you can segment, for instance, for a look-alike audience. We can build a look-alike audience off of your email list, off of your Instagram followers, your Facebook page likers all these different segments of you know look-alike audiences, so you can test all of those individually. But what sometimes is even more powerful is to stack them all together. But what I like to do is test them individually to make sure they're all good. Then, when I know the best performers, I like to stack those together to create a really powerful audience. One thing over the past at least year maybe a little bit longer, with Facebook, is we have been seeing that larger audiences work better because, as we all know, like the Facebook algorithm is getting stronger and stronger and like more AI is coming into play, to where Facebook is really able to find the right audience for you, if you give it time which is, by the way, one of the biggest mistakes I see people make in advertising is they run an ad for a few days and they say, oh, this isn't working. They turn it off and they could have turned off what would have ended up being an amazing ad. But it has to have time because Facebook is essentially testing different segments of these audiences as your ad is running. So one day it might test this segment and then it's moving on and it's testing so that it's narrowing down the whole time too. So working with Facebook and just giving it time to do its thing is helpful as well For someone just starting out thinking about, like, like I said, I mean the best thing to do is just hop online.
Speaker 2:I mean, look up different people in the industry that you're wanting to target or what you know, what your audience is interested in, whether it's celebrities or speakers, authors, kind of thinking outside the box. Sometimes, like I've had to do with different niches If it's hard to find interest-based audiences that align, even Googling like different songs that may go with, I mean there's just all kinds of things that you can target, depending on your niche. So just playing around with it really and getting, like I said, thinking's just all kinds of things that you can target, depending on your niche. So just playing around with it really and getting, like I said, thinking outside the box, getting curious, thinking of new ways to target people.
Speaker 2:What kind of stores are the people that you're targeting interested in? Do they shop at Whole Foods or do they shop at you know, and just just thinking about the different behaviors of the audience that you're trying to Target as well um, you never know what's available to Target and Facebook, I mean. They're always changing it back there too, so sometimes things that you were able to Target in the past you can no longer Target. So staying open-minded and willing to test new things, I think, is the most important thing.
Speaker 1:I? I have two questions related to that. Okay, so you mentioned building an audience from your email list, Instagram and Facebook followers. Is there a minimum? I mean, how big should that audience be to actually, you know, make a dent in your?
Speaker 2:strategy? That's a great question. I'm glad you brought that up, actually, because if you are using an email list, you do need 1000 people to be able to do a look like audience. So 1000 people within within the same country as well, which is interesting. I'm not sure exactly why they do that, but that's a little yeah tidbit that you'll find as you're playing around with ads manager.
Speaker 2:More is, sometimes you're not able to create the audience that you want to create right off the bat. So for someone new, starting with interest based audience may be the best way to go, or testing that and a broad audience, broad in a sense of like. I would still narrow in on, maybe like the country, the age range you know, give it some parameters, like if you know that you work with young entrepreneurs, female entrepreneurs or whatever it is, and then just not put in any interest. But but yeah, that's a great question because sometimes you are limited on what you can create. Or if you don't have a big, you know, if you're're starting out, you don't have a big Instagram following and stuff like that, you may not be able to create the look-alike audience right off the bat, because Facebook does, obviously with the look like. It has to have a certain amount of people to work with to create that audience. So that was a great question, thank you.
Speaker 1:And how about time? So we start running an ad campaign and we invest, I know, $100 per day. How long should we wait before we tweak the campaign if the results are bad?
Speaker 2:Yeah, okay. So I like to always wait. Wait at least like two or three days, I mean minimum minimum. I usually like to wait, you know more like five, to always wait. Wait at least like two or three days, I mean minimum minimum. I usually like to wait, you know more like five to seven days, unless things are just maybe looking super terrible, and then turn it off sooner.
Speaker 2:But I have seen I mean given campaigns time, like I said, I had a client and we were starting out first time running ads for this particular offer. She's a service-based business and we started out the leads were coming in around $44, but I knew that if we left the campaign alone we were going to see it start and now we're getting leads for $5. So if that gives like a good example of like how time now, that took a few weeks. You know it was coming down, but I could see that it was coming down too. So the campaigns, but just resisting the urge to necessarily like turn it off right away if you're not seeing like amazing results right off the bat, because it does take a few days. Like I talked about before for the facebook algorithm, it wants you to get results, you know. So it's trying to find your people. But looking at things like your click-through rate, um, specifically like your outbound click-through rate, depending on the type of campaign, like if you have a I don't want to get too too far down the can of worms on that one, but, um, you know, if you're sending ads to a landing page, um outside of Facebook, looking at the click-through rate and things like that too are going to help you make that decision of like, okay, this just isn't resonating at all, but I would still wait like two or three days minimum.
Speaker 2:If you're starting with $100 a day though I wanted to mention too that's a really big budget, you know. So, starting with a bigger budget for that for someone brand new to ads you should be able to see results a lot faster than if you're starting with like five to $10 a day, you know, but I don't. I don't want people to think that you necessarily have to start with like a hundred. You can start small, but if you're starting small, you'll have to give it more time, if that makes sense. So, starting with a bigger budget, you'll get results more rapidly depending on, like, the price point of your leads. Because if you're starting with a hundred dollars a day and you're getting five dollar leads, you know that's gonna. You're gonna have that coming in a lot faster than if you're starting with ten dollars a day and you're getting five dollar leads. So lots of factors come into play I think there's a.
Speaker 1:There's a question there about the correlation between how much you're paying for leads versus how much you're selling your course for right, because at the end of all of this you still want that specific leads to convert. So if you're getting a lead for five dollars and then you're selling a course for five hundred $500. Is there any like mismatch or disconnect there? I mean, I mean.
Speaker 2:So lead the leads that I was referring to, like $5 leads, is more like a freebie, like a lead magnet campaign, and then when you're, if you're actually going like for a sales campaign, I mean it will vary, like how much per purchase, but there is. So I guess it depends on how you have it set up too, cause I've run ads for someone before and we were getting, like, you know, $15 leads but she was selling a $500 evergreen product. So with that I mean breaking even with something like that is what you want to do right off the bat. So we were getting $15 leads but it was taking her $500 to get a sale. So she was spending 500 and then getting a sale which is actually good for starting out with a brand new web, you know evergreen webinar funnel. So I think just having proper expectations to when you go into advertising, you know. So I think just having proper expectations too when you go into advertising, you know, knowing that it's going to take some testing and tweaking and um, just being able to get break even is like an amazing, amazing thing starting out because you're basically getting free advertising. You know, you're building your, you're following, you're building your email list and that's people that you can later retarget to. So it's kind of twofold.
Speaker 2:Like the sales were almost like a bonus to what we were doing, whereas if we have like, um, like a big live launch going on and we're running webinar ads and we're getting leads for, say, like I mean for webinar ads, anywhere from eight to like twelve dollars is really good, so say, we're getting like nine dollar leads but we're selling a three thousand dollar product, you know. So there's just it's it's a lot of moving parts, like I said before, on exactly what we're doing, because that involved like a full live launch where we were doing three live trainings, we were doing replay ads, reminder ads, you know all kinds of things to support the live launch and making the sales. And this was a proven offer that my client has sold time and time again, you know. So something like that. I mean we had 90 sales on a $30,000 ad spin, so she's making 10 times at least return on ad spin. But obviously, you know, if we have beginners and stuff, they're not gonna be quite starting out with that big of a budget. So Okay.
Speaker 1:so we'd have kind of two different types of strategies for evergreen and then let's say, live launches, right, and it makes complete sense. Obviously I'd like to learn more about the evergreen strategy. So what we usually do with our clients is after we've optimized their funnels and we demonstrated that the products have product market fit and people love the courses. They're super high quality and we kind of hit the ceiling with how much organic traffic we're getting on the website or from social media and the opt-in rate we're getting there. We're turning our eyes into ads, right, and the way we do things. We help our clients have maybe one live launch, like a big new product launch, per year, but everything else is kind of recycling their existing offers. So once a month we do a promotion, but that means that every month we need to have new leads coming in so that we have enough people to whom we could sell that old existing course. Now, when we hit the ceiling with the organic traffic, we look into bringing new leads with ads.
Speaker 1:So we're looking at two kind of segments. One is cold audience, actually three segments. One is a cold audience and I'd like to hear your thoughts on that. Second is, you know, warm audience, basically people who are already following us on social media but they're not on our email list. And then three is people who are on our email list but they haven't really purchased anything, but they did visit the website. So I'm curious to hear you know what's your take and maybe like a small tip for each of these segments. What would be the best, easiest, you know, lowest hanging fruit if you'd like to target a cold audience, how you would find those people.
Speaker 2:Okay, good question. So definitely, first of all, as I'm sure you already know, like selling to a warm audience is going to convert higher, like it just is. They already know you. So really, what I would recommend something like this is to be running ads to grow your warm audience. I mean, you know, because you're running ads to cold traffic, getting them in your email sequence on a freebie, and then we'll have more warm people to target with the actual sale. You know, looking for the sale. So that's kind of how I would approach that, versus just trying to sell directly to cold, because I do. I mean, the way I do things is always thinking about just the whole marketing funnel. You know, if we get people in, like we can bring in our cold leads, warm them up by giving them free value first, then trying to sell them later is going to convert higher. So that would be kind of my thoughts on that. And I think was there a third were you saying about the lookalike too? Were you asking?
Speaker 1:So I was also kind of hinting at retargeting people who are on the email list and they visited the website but they haven't purchased. So retargeting is kind of I feel like it should be getting more attention, but it's usually getting like a small percentage of the ad budget. So what are your thoughts on that?
Speaker 2:Yeah, yeah, that's a great question. I know I do find that retargeting doesn't quite get as much attention as it should, right, yeah, because that's kind of where the magic happens, because you've been, if you've been, running ads and you're or you know you're doing your organic stuff, and then you use that and retarget those people. I mean, using things like testimonials and retargeting ads is super powerful because these people already know you, they're already familiar with you, but maybe they just need to hear from someone else how amazing your product is, you know. So, if you have like, especially video testimonials are great.
Speaker 2:Um, I also like to use um like faqs, like frequently asked questions slides, like carousels for retargeting or like objection busting, things like that, because with different parts of the marketing funnel, um, people need to hear different things to be able to move forward to make the purchase. So you know they might just need to hear like like to be able to move forward to make the purchase. So you know they might just need to hear, like, like I said, from someone else that your product's amazing and after they see a few retargeting ads, maybe that's going to be what, what finally brings them to make the purchase. Or they have questions on their mind, but they just haven't taken the time to like go and look at your website to find the answer. So if we bring it to them, they go, oh OK, and we just went ahead and answered the questions that have been holding them back from making the purchase. So I love using those ads and retargeting for sure.
Speaker 1:What are some limitations to retargeting? You know, in terms of like budget I assume there is a limitation or like a threshold for how many people you need to have had in your tracking data. I forgot what that's called.
Speaker 2:Oh, like your pixel tracking.
Speaker 1:Yes, yeah, yeah.
Speaker 2:Yeah, yeah, that's another great question.
Speaker 2:So definitely with retargeting, we don't even have to spend as much there because we are targeting a smaller audience.
Speaker 2:So one thing I always keep an eye on with retargeting is the frequency. While we do want it to be higher for retargeting ads, because we want especially, like, if we're in like an open cart period, we want our ads to be like almost kind of reaching the threshold of like oh my gosh, I'm seeing this all the time, whereas you don't you don't want that. You know, earlier in the funnel you want to wait until, like, they're really warm and close to buying and then like retarget them a lot. But but the frequency is going to be higher because our audience is smaller. So we don't really need much of the budget, maybe like 10%. I mean, it all depends on the whole overall strategy, but I'd say like a good, just rule of thumb is about 10% of the budget for retargeting, depending on your goals and everything, but you don't need to spend like tons of money on retargeting because it's such a smaller audience nice, I like that and it won't spend too.
Speaker 2:Yeah, like you said with the limitation thing, like if you try to spend, I mean you can try to spend more on it, but it's just not gonna spend the full amount of your budget sometimes too.
Speaker 1:Yeah so you mentioned before testing with ads and you mentioned using testimonials or FAQs for retargeting purposes. Do you see that there is a preference for a specific ad format when it comes to online courses? Like does this audience people who purchase online courses do they prefer video carousel or static images to convert at any stage of the funnel? So if you have cold audiences and you're promoting a lead magnet, what works best there? A video, a static image?
Speaker 2:So this is another thing where you really want to test different things. So I always test like static image, carousel, gif and real or video when I'm starting out with my clients, but even I mean throughout the funnel. You know, always testing different things is good, but I have found, specifically for courses or even freebies, the mock-up template works really really well Because you know these are on either. If you have some PDFs or just the screen of the computer screen in your advertising, that's going to make them feel like they can actually like touch it and get something. So I really like to use those. They work really well. Overall, I would say that's definitely one that you want to always test as a mock-up.
Speaker 1:That's a nice, nice idea, very cool. How about when you're promoting a webinar?
Speaker 2:A webinar. Yeah, I've seen some really cool ads. I mean because I, as an ad strategist, you know, I still get ads and I'm always like seeing ads on my feed and so I always keep in mind what really grabs my attention. I love when people do the videos like of scrolling through the course. You know, do like a video of you like actually scrolling through maybe it's just the lessons showing like an overview, like a behind the scenes kind of sneak peek at what's inside. I love, love that, that. So that's probably like my favorite type of video for selling like a course and that's cool, okay.
Speaker 1:I have another question, and this is related to what you just said about testing different formats, formats for your clients. So how do you approach a b testing Different ad formats, cuz we're talking about video, then we're talking about carousels. Do you split test against the ad format itself, the one carousel to the other or carousel to video? How do you do it? Same copy, same call to action, but different format? What's your take there?
Speaker 2:yes, yeah, so it's in testing. It is really important to keep a lot of the elements the same, like you just mentioned. So maybe you pick out like your strongest you know copy or what you think is the strongest copy and headline, and then pair that with different types of creatives so have a video with that same copy, a graphic, you know, and I like to do it like that to keep things really clean. So I know, okay, this is performing better now you can take that. If it's, say, the static graphic, now you take that static graphic and now you can try out three different headlines or you know three different versions of copy. But every time you're changing an element, like you want to make sure that you know you have to keep some the same. It's like variables, right, to make sure that that's actually what's making the difference. So it can get kind of compl.
Speaker 2:I mean, you know can turn into a lot, because when you're doing ads too, depending on your budget, you don't want to have like so many variations of the ad, like I usually like to stick with six or less. So if I'm doing you know three, three different creative, maybe two versions of copy, that makes six ads. But if you're doing like three versions of copy and like all these different creative and three different headlines. I mean that would, in order for you to test all of that, it would be like 12, 15, 18 ads, you know. So it can get, depending on the budget, you may be able to do that, but I like to keep it smaller so I can really see what's working.
Speaker 2:And then, once I hone in on that, then test a different element you know or test it with, also with different audiences. I always like to test different audiences with the same variations of graphics and copy or creative, so that I can see too, amongst different audiences, is this performing well? So there's a lot of different things you can test. But, yeah, just trying to keep it as simple as possible so you know what's really working, because sometimes it can be as simple as like changing the hook can make a huge difference, because sometimes it could be as simple as like changing the hook can make a huge difference. So maybe not even the whole piece of copy, but just the hook can make things you know dramatically different for your performance.
Speaker 1:Here's a question for you, since we're talking about hooks Do you use AI in writing those ads? What's your take on that? Have you like? Do you have good experience with using AI for writing?
Speaker 2:hooks. So I do like to use like chat GPT, for instance, for brainstorming. Or if I'm, like you know, reading through like a giant sales page and I want to really hone in on what the most important parts are, like I might like copy and paste that and say, hey, can you tell me, like, the key points of this? But I do feel like I mean, and there's, I know there's tons of different AI now out there, so some of it may be even better. But I always find that I can kind of like tell when things are written by chat GPT, I mean, maybe if you've trained it up really well, but I like to use it for brainstorming. Or maybe like if I've written a piece of copy just to say like, hey, can you check this and see if how effective it is? Or, you know, can you give me a shorter variation of this?
Speaker 2:But I always put the human touch on it, you know. I read it out loud to myself again and then, like I mean, you're a copywriter so you know, but I do think there's a place to use AI because you can make things happen really quick or, like you said, brainstorming new hooks and stuff like that. But I feel like it tends to use a lot of the same. You know those buzzwords that chat, gpt likes or just like kind of like a clunky what's the word? Like a corny, corny kind of take on things. So I do use it sparingly in my, in my ad copy and stuff just to help me, but more so just to help me maximize the effectiveness and bounce ideas off of off of it more than actually just like hey, give me this and let me plug it in, because I don't think that works very well.
Speaker 1:so yeah, 100, agree, but yeah, here's. Here's a question for you. So, if this might be like a misconception or a myth, do you see that there's any correlation between using similar copy on your ad to something they're going to see on the landing page? So can we use like the same headline or call to action we have on the landing page in the ad, and is that something that can improve results?
Speaker 2:Yes, that is an excellent question.
Speaker 2:I always want to make sure that the headline on the landing page and the call to action matches what's on the ad, because we don't want people to get confused like we want it to be as seamless and as easy.
Speaker 2:We want them to see the same message when they get to the landing page, because if they're clicking on an ad and it's like a completely different thing than what's on the landing page, they're just going to be like probably confused and like maybe a little overwhelmed as to what they're actually signing up for. So I do think it's really important to make sure you have the same message. I mean, maybe you could use like a shorter variation of the headline that's on the landing page or something like that. But I do like to stay really consistent and sometimes even use the exact language you know from the landing page in the ad. If there's three bullet points, maybe even use the you know, make it very cohesive so people that click know exactly what they're signing up for, because that's the other thing. We don't want them to feel like they're it's like a bait and switch tactic. You know like they're clicking for one thing and then they get there and it's a whole different product. So yeah, definitely important to keep those two cohesive.
Speaker 1:Nice, and since we talked about AI, are there any emerging trends or new strategies that people are trying right now in digital advertising? That course, creators should be aware of.
Speaker 2:That's a good question, I do think.
Speaker 2:Well, as far as AI goes, I don't know I was trying to think of in terms of AI, but something else that came to mind that I wanted to mention was I was just reading an article yesterday about how consumer behavior is kind of shifting a little bit. You know, we've all heard these big promises of $10,000 months and 100K years and all of these money claims, money claims, money claims, money claims especially if you've been in the online space for a while, I feel like people are kind of going like I don't want to hear it anymore because they know that it's not quite as simple as it's been sold to them. So that's one trend that I wanted to make sure and mention today, because I also resonated with that very much. So you know, having been in the online space for a few years, it's like everywhere you turn for a while it seemed to be these six figure claims six figure, you know, and it's very attractive to think of, but it's the reality is a lot more goes into it than that. So that was one thing I wanted to mention for sure.
Speaker 2:Ai I can't think of anything right now, I'm sure I mean I've been seeing more stuff about AI, of course, and I'm sure people are going to start using it more to create graphics and videos and all that kind of stuff, but I'm not really seeing like a ton of that yet as far as the ads that I'm seeing.
Speaker 1:So, yeah, that's an interesting point because I've actually seen ads like the visuals created with AI and I can tell what's created with DALI. But Meet Journey has been getting so crazy, specific and amazing if you know how to use it that I think it's very difficult to even spot the differences anymore. I mean, mid-journey isn't like generating, you know, hands with like six fingers anymore.
Speaker 2:Yeah, yeah, yeah, yeah. Well, maybe I'm just not even realizing it yet. You know, maybe I'm seeing some that are AI and I'm just not knowing, because it's getting kind of scary. Good, yeah, it's kind of wild to watch very rapidly.
Speaker 1:Okay, I have one more question for you. What's your best tip for someone who's considering running ads to their course business?
Speaker 2:Yeah, so my best tip would be um, definitely, like I said, make sure that you have all the moving parts really dialed in before you start ads, unless you just have the budget to spend, um, for testing. So sorry, we have a little visitor in the background, um, but yeah, that would be my biggest. My biggest tip is just to make sure you have all the moving parts of your funnel, your email sequence built out, everything ready to go so that you can fully optimize, like your ad spend and get the most ROI from it. Awesome.
Speaker 1:Thank you, Crystal. So if people heard this episode and they want some more of your wisdom, where should they go?
Speaker 2:So you can come visit my website, of course, check it out. It's wwwcjandcocreativecom. Or come follow me on Instagram. I'm not super active there but I'm trying to get better, but I do have some you know some lives and stuff that I've done there and I like to always share like results that I'm getting from my clients. So if you want to see real time ad results so I know that's what you know people love to see like actual, real results Come check that out and yeah, that sounds pretty cool.
Speaker 1:Thank you, crystal, for sharing these awesome insights with us today and for the person who has listened to this episode. If you found it useful and want to get future episodes, then please subscribe. Wherever you listened,