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Featured Marketing | 9 min read

How To Use Facebook & Google Ads To Sell Courses & Coaching Programs?


Advertising is the backbone of any successful business. You need to find a way to get people's attention if you want to make money. It's not enough to simply have a good product or service, you need to promote it in some fashion. But there’s a wrong way and the right way to set up and run ads for your course business.

Now there are several platforms where you can run the ads. The key is to find a platform that is best for you and your audience.

Covered In this article:

The best platform to run ads on when you are just starting out

Now there are tons of platforms out there that can help you run ads. But the key is to understand where your audience is and which platform has the most engagement. For coaches, creators & knowledge-based businesses, Youtube for example is a great place to start with because video content is consumed over minutes and not seconds like other platforms. But creating engaging content is not everyone’s forte. So the next best platform that creators can quickly start with is Facebook (now Meta). With billions of users online, Facebook is a goldmine of leads. And relatively as compared to other platforms, Facebook is an easier platform to run ads with. As you understand the process of running ads on Facebook, you can then gradually upgrade to Google and other ad platforms. 

Top mistakes that creators make when starting out

Mistake #1: Running A Direct Purchase Campaign

When you are just starting out, your brand is relatively unknown, running conversion or a purchase campaign generally leads to low conversions. 

What’s a conversion campaign?

Asking random strangers on the internet to come to your site, and buy from you - your courses, or paid programs. 

This may work initially and you may get some successes but over time it is only going to become more difficult and expensive. Because finding new customers who know absolutely nothing about you or your business, few ever make the purchase.  

You need to build trust, generate awareness and share high-value content to nurture your prospective customers. 

Mistake #2: Running Ads On Cold Audience

What is a cold audience? People on the internet who are interested in your domain but don't have any idea about your brand, business, products, and services. They have never interacted with your business before and most likely will refrain from doing so unless they really feel they are getting the value of their money and probably get more in return than what they would spend. 

The Biggest Misconception About Ads Is That They Get You More Sales

Ads ≠ Sales
Ads = Traffic

It's the actual content on your landing pages or site that convinces the customer to make the purchase. 

Traffic ads get you more traffic, awareness campaigns get you more traffic, even conversion ads get you more traffic but of the kind that is more likely to purchase from you. 

Would you buy something from a stranger?

So don’t force a purchase on a cold audience with purchase campaigns just after the traffic campaign. It will be expensive and not get you many results

To generate awareness, build trust, and then get to the purchase or conversion campaigns.

Mistake #3: Not Using Lead Magnets

Give Give Give, Give some more and then Take. In this world of super noisy social media where people are bombarded with buy-now ads, if you try and run the same ads, chances are that ads will be expensive. Because you will be competing with others in the same domain. Webinars, ebooks, mini-courses, and blogs are just some of the high-value lead magnets that you can use to get more leads quickly. The more high-value content you share, the better the lead magnet, the bigger your reach, and ‘hotter’ the audience. 

Mistake #4: Not Building A Funnel

Funnels are a great way to nurture that audience. Building on mistake number 3, these Free or low-priced ebooks, webinars, mini-courses, or blogs that share a lot of high-value content are all forms of content pieces that can be used to build an audience that knows you, your brand and over time will start trusting your brand. Once you build that trust and awareness, your audience will be happy to learn more from you even if that means paying for that knowledge. 

Those who download or access the content pieces then can be retargeted for your paid courses and other digital products. Because once they have engaged with your brand and learned from you, this audience will be more than happy to pay to learn more.

Tips on getting started for course creators

Statistics show that website traffic generated through ads yields 75% more conversions than organic traffic in the short term. 

There are several important steps that you must take to get started with Ads in the right way. First things first, your site and its content need to be ready for running ads. Once that is done, follow these steps below:

1. Marketing & Ads Analytics Integrations

Facebook Pixel, Google Analytics, and Google Tag Manager are the primary three integrations that one would need to get their website connected with the ad platforms. These pixels are codes that help transfer data to these ad platforms on the user behavior as in how many people landed on the page, for how long did they view the page, did they click on the CTA button, did they sign up, made the payment or not and other certain specific events like these. 

Here’s how you can quickly connect the three platforms to your site on Knorish: Marketing Analytics Integrations Setup On Knorish

2. Ad Accounts Setup

Setting Up Ads accounts on Facebook and Google are pretty straightforward. However, you must spend some time learning and understanding how each of these ad platforms is managed. For example, a good ad account setup on Facebook includes setting up a Facebook page and a Facebook business manager first. Post that, create and add these to that account:

  • Ad accounts
  • Payment Methods
  • All Requisite Facebook Pages
  • Set Up Pixels and connect them to the ad accounts
  • And then finally giving access to these above to people or partners who will manage your ads

You can learn more about how to set up these here: Create & Setup a Facebook business manager

Similarly, google ads platforms have their own structure that needs to be set up. Here’s a detailed checklist that will help: How To Set Up Google Ads: A Checklist


4. Identify Your Goals & Create Ad Content & Copies

Once the ads accounts are set up, the next step is to identify what do you wish to achieve from the ads. Do you want to sell courses, get people to sign up for your webinars, download ebooks, or something else?

facebook ads stages

Remember, with Facebook and other ad platforms, the steps, and the flow may change on the platforms but the objectives and goals still remain the same. These are primarily broken down into three:

Awareness: To create awareness in your potential customers’ minds about a problem they have that you are trying to solve for them.

Consideration: To move those potential customers from awareness (I may have this problem) to Considering your solution (I need this solution and your brand may be able to help)

Finally,

Conversion: To move from still considering your brand and product to buying your solution (take my money now and solve my problem)

For each of the stages, you would primarily need 4 types of assets:

  • A Landing Page
  • Lead Magnet
  • Ad Copies
  • Images 
  • Videos

One way to learn more about what kind of ads are running in your domain, niche, or specialization is to check the Facebook Ads Library.

facebook business manager

It’s a great tool offered for free by Facebook where you can check what kind of ads are being run by others. You can search basis keywords or enter specific brands to learn from.

However do note that this tool only gives you insights into the creatives being used, not the actual results that are getting. So get inspired but choose with caution.

5. Build a better strategy

Direct conversion ads are only so good. Research shows that people need to consume up to 7 hours of free content before they purchase anything. And this applies across industries. Now, this has been expedited with social media and other platforms but the concept remains the same.

So build those funnels. Because a sales funnel brings people to your website, makes them buy your content/services with a series of landing pages, emails, videos, offers, ebooks, webinars, or other assets. 

Webinar Funnel On Knorish

You could build several funnels based on what you are comfortable with. You could build:

  1. Ebook funnels
  2. Webinar Funnels
  3. Mini-Course Funnels
  4. Membership Funnel
  5. Course Launch Funnel
  6. High Ticket Sales Funnel

There are thousands of funnels out there that you can create. The process more or less remains the same. 

Offer free high-value content, drive traffic to that opt-in page with social media, ads, emails, and messaging. Get maximum people to engage with the lead magnet (ebook, webinar, mini-course). Those who agree, use their contact information to retarget with your upsell. Retargeting can again be done with social media, ads, emails, and messaging.

Learn more about funnels in detail with our quick webinar here: 4 Ultimate Sales Funnels You Must Build To  Sell Your Courses Fast

6. Don’t Wait For A Better Tomorrow. Start Today

80% Time Spent On Marketing - The success mantra or successful coaches

There’s no better time to get started with Ads than now. Now you could spend some time learning more about the intricacies of running and managing ads on your own or hire a digital marketing agency, but you need to get started right now. 

Learn, implement, experiment, fail, fail faster, learn, improve, implement. 

That really is key to mastering ads and growing your business. 

 

Create and sell courses

 

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