Facebook Ads Case Study: How We Generated 171 students for an P18k Coaching Program from a Launch Ad Spend of Php 5,593.91

Facebook Ads Case Study: How We Generated 171 students for an P18k Coaching Program from a Launch Ad Spend of Php 5,593.91

Before we get to the case study itself, let me share with you some things you need to know about this particular launch on why it worked.

Facebook Ads were only one part of the whole equation, but it was a big part.

First of all, we already had a proven offer which was validated already with the target audience. Not only was it something the target audience wanted, we were able to already validate that we people were willing to pay for the program.

Second, apart form the ads, other efforts for this launch included well-written sales page copy, follow up e-mail campaigns, a support team and an awesome and generous coach whose big intention is to uplift brand of Filipino freelancing to a global level.

None of the efforts we exerted during this launch would have worked if it did not come from an honest vision and a genuine heart of the coach who built this program.

Basically, what I’m trying to say is that for the learnings in this case study to be fully effective, I recommend that you already have a proven and validated coaching offer and as a coach, you are clear on your vision and intention. 🙂

Alright let’s get straight to it!

Here are the results from that specific launch:

Dates: May 6 – 10, 2019

Amount Spent: Php 5,593.91

Enrollees: 171 students

**For context on pricing, the program was sold at Php 17,988

Let me share with you the 3 things that most coaches fail to do with their Facebook ads for their launches.

These exact 3 things are what allowed us to have such an awesome enrollment rate for our coaching program.

1. We invested HEAVILY on pre-sell content.

For a lot of coaches with programs, what most do is to simply run an ad straight to their program page or sales page hoping that people will buy.

This usually happens for coaches who super believes in the value he or she brings that they feel that taking it is a no brainer.

But what happens is they tend to spend a lot on these ads but they very little, or even none, convert.

For some, because they see a lot of other coaches internationally give away lead magnets or do webinars, they do the same but still get no conversion for their program.

The launch we did for this particular coaching program didn’t even have a webinar.

As mentioned, we only ran the ads for 1 week and only spend Php 5k.

BUT…

The magic happened WAY before this 1-week period.

We heavily invested on putting people through a 4-page workshop AND THEN had them sign up for a waitlist.

The workshop was a valuable piece of content which was very very long BUT it had tremendous value.

So much so that people who went through it and took action immediately got results to the point that they actually did not need to enroll anymore.

How heavy did we invest in them?

We spent Php 151,312.39 for a period of 3 months before the launch just for content. NO SELLING WAS DONE.

That’s roughly Php 1,600 per day.

Why this content-first strategy at this level really helped our sales was because of a number of things.

For one, it allowed the coach to build rapport and his authority on the subject.

More importantly, he was able to build trust.

People buy from people they trust and trust takes time to build.

Just because you gave one quick e-book or one awesome webinar does not mean people trust you already.

Second, it allowed people to start to get value already.

The expertise of the coach was concretely demonstrated and this immediately breaks down the concern of a lot of people which is “will this work for me?”.

This particular free workshop allowed Filipino freelancers to start getting clients on their own without the help of a freelance platform at a premium rate.

Those who implemented and found success definitely found new clients which allowed them to have extra cash which then breaks down the potential objection of “I don’t have any money to avail of this program.”

Finally, it allowed people to get a glimpse of what it would be like to join the program.

A lot of people do the content route but purposefully keeps it incomplete to manipulate people into buying.

This breeds mistrust.

But what we did was to ensure that what we had set up was complete in itself BUT still allowed us to be able to excite and entice them for something bigger.

A perfect pre-sell engagement content piece or lead magnet should be able to let you naturally say something like, “If you liked that, then you’re going to love this!”

And that’s exactly the type of content we had.

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2. We only promoted the program to the WARMEST of our audiences.

While most do not use content before they sell, the few that do make this one big mistake with it.

They expect that just because they gave away something valuable for free that people would automatically be ready to be sold to.

So what tends to happen is they create their pre-sell engagement content like what we talked about in Part 1, they run ads to it, then they promote it to the people that consume that content.

Then after spending lots of money and launching and closing, they find little, or worse, no enrollees to their coaching program.

Then they blame getting bad advice and claim that Facebook ads don’t work.

I’ve heard this too often.

To give you more context of what worked for us in this particular launch, let me share with you how we structured our content.

For one, we had a very long 4-part blog post as our pre-sell engagement content.

This is what we spent P150k on for about 3 months.

Also, a week before the launch, we had a video training which was made available for all. No opt-in required.

This particular training was 3 hours long.

To ensure that we were spending our launch budget to reach only those people who are most qualified and those who found the most value in what we had to offer, we only targeted people who finished the 4 pages of the blog post and those who watched at least 50% off the long training video.

We knew that if these people spent the amount of time that they did to listen to what the coach had to say, then they were very interested in what we had to offer in our coaching program.

The beauty of using Facebook ads for this launch is that with Facebook ads, we were able to collect what we call a custom audience of these people. We created a custom audience of people who reached the 4 page of the blog post and those that watched 50% of the video.

Facebook ads even allowed us to get people back into the 4-part blog post if they chose to drop off in the middle of it.

Having valuable content upfront before selling was definitely helpful but the other thing that definitely helped us was making sure that we only sold to our warmest audiences.

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3. We followed up with those that haven’t bought yet

One of the things I usually see with people who are running ads for something they’re selling is having a wrong view of how things are.

Usually, they see that after a lot of people see their offer but don’t buy, it automatically means that they are not interested and will not buy.

But that’s totally not the case and we knew this.

Here are 10 simple reasons why people don’t buy immediately.

1) They got distracted

2) They are not ready at that moment

3) They don’t have their credit card available 

4) They need to ask someone else

5) They exit to check out more info and testimonials

6) They are driving (please don’t shop and drive)

7) The sales page isn’t loading completely

8) They are on mobile and they prefer to finish the transaction via desktop

9) They need to check their schedule (for time bound purchases like event tickets and flights)

10) Wala lang, they just didn’t

Knowing this, can you imagine how much you are losing by not following up with people who abandon your offer?

We did our follow ups through what we call remarketing.

Remarketing is the process of following up with people based on a certain action they took or did not take.

In this case, we followed up with people who were interested enough to check out our course page but did not proceed to enroll.

For one, some of our ads were as simple as reminding them to enroll before the door closes.

No hard sell necessary.

But for some, we knew that they were still on the fence so we had ads that ensured we were able to answer some concerns people had that were stopping them from proceeding with the enrollment.

These included answering FAQs, making them aware that they can contact us if they had specific questions, having a risk reversal guarantee, and testimonials.

A lot of people run ads but miss out on remarketing which is sad because a lot of the conversions and results of a good facebook ad campaigns that cost the least amount of money is in these remarketing campaigns where we simply follow up.

That’s basically it for the 3 Facebook Ads Secrets that allowed us to have a very successful course launch.

If you’re interested in figuring out an awesome Facebook Ads Strategy for your coaching program, I’d like to invite you to a strategy call.

In this call, we’ll talk about your coaching program and specifically, how you can maximize Facebook ads to get you more students.

If you’re interested in taking that call, Please find a schedule here: https://calendly.com/juliancanita/call

I look forward to hearing from you!

Looking for a Community for Filipino Coaches?

We’re building a Facebook Group for Filipino Coaches where we can help each other out when it comes to growing our coaching businesses together.

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