Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance based on the info you've provided. It sounds like you're in a tricky spot, but it's a really common problem. Launching a new online course is never easy, and getting those initial sign-ups can feel like pulling teeth.
We'll need to look at your ad copy...
First things first, that 0.2% click-through rate (CTR) is a bit of a worry, init? It suggests that your ad copy probably isn't quite hitting the mark. Think about it from the perspective of a stressed-out high school student. They're bombarded with messages about universities, grades, and future careers. Your ad needs to cut through all that noise and grab their attention. The phrase 'free webinar' isn't really going to cut it, is it?
Instead of just promoting a 'free webinar', try speaking directly to their anxieties and aspirations. Highlight the potential for gaining an edge over the competition, reducing stress during the application process, or unlocking opportunities at top-tier universities. Use language that resonates with them, perhaps something a little less formal. For example:
Before: "Free Webinar: Learn How to Get into Top-Tier Universities"
After: "Ace Your Uni Application: Secrets to Getting Accepted (Webinar)" or "Stressed About Uni? Learn How to Stand Out and Get In"
I reckon you might wanna A/B test a few different ad copies to see what resonates best. Use high-quality images or videos that are eye-catching and relevant to your target audience too. Avoid stock photos! They can be a real turn off.
I'd say you need to rethink your targeting...
Equally important is your ad targeting. Are you certain you're reaching the right people with your ads? Just targeting 'high school juniors and seniors' might be too broad. Think about their interests, hobbies, and online behaviour. Where do they hang out online? Which influencers do they follow?
Consider using more granular targeting options to narrow down your audience. For example, you could target students who are interested in specific universities, subjects, or extracurricular activities. You could also target parents of high school students who are likely to invest in their children's education.
Also, don't just restrict yourself to Facebook. Explore other platforms where your target audience might be active, such as Instagram, TikTok, or even Reddit. Different platforms have different strengths, and what works on one might not work on another. Speaking of different channels, this all leads to one of the most important questions of all.
You probably should consider your offer...
Is your offer compelling enough to entice students to sign up for your webinar? A 'free webinar' is a good start, but it might not be enough to stand out from the crowd. Consider adding some extra value to your offer to make it more appealing. Like a free e-book, a checklist, or access to a private online community. These things could really help sway them into signing up.
I'd also recommend working on building trust and credibility with your target audience. Showcase testimonials from past students who have benefited from your courses. Highlight your expertise and experience in helping students get into top-tier universities. Let them know you know what you're doing!
I remember one client where we generated $115k in revenue in 1.5 months. This was for course sales using Meta Ads.
You'll need to monitor the metrics...
Keep a close eye on your campaign performance and be prepared to make adjustments as needed. Track key metrics such as CTR, conversion rate, and cost per acquisition. Use this data to identify what's working and what's not, and then optimise your ads accordingly. The more you keep track of these things, the more clear your plan will be.
I recall another campaign on Meta Ads where we achieved 4,622 registrations at a cost of $2.38 per registration for a B2B software. With enough tweaking, you'll be getting similar results too!
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Copy | Speak directly to pain points, use compelling language, A/B test different versions. |
| Targeting | Narrow down your audience, consider interests and online behaviour, explore different platforms. |
| Offer | Add extra value, build trust and credibility, highlight expertise and experience. |
| Monitoring | Track key metrics, identify what's working and what's not, optimise ads accordingly. |
Implementing all of this stuff can be a bit of a head ache, though, especially when you're trying to run your business at the same time. That's where an expert can be useful. A good agency can take the pain out of paid advertising and help you get the results you need.
If you'd like to explore this further, maybe book in a free consultation? We could have a chat about your specific circumstances and come up with a tailored strategy.
Regards,
Team @ Lukas Holschuh
