Paid Ads | Targeting Settings

GOAL OF THIS MODULE BUILD, LAUNCH, AND OPTIMIZE PAID CAMPAIGNS THAT GENERATE QUALIFIED BOOKED CALLS OR TRIAL SIGNUPS AT SCALE, USING A PROVEN CREATIVE STRUCTURE, CUSTOM METRICS (LIKE CPQBC), AND A REPEATABLE TESTING SYSTEM. LESSON 1: PAID ADS SYSTEM OVERVIEW HOW PAID ADS ACTUALLY WORK YOU’RE NOT LOSING MONEY — YOU’RE BUYING DATA. TEST 10 CREATIVES, 9 FLOP, 1 WINS. IF YOU’VE SOLD TO 5+ PEOPLE, THE OFFER WORKS. PAID ADS ARE ABOUT MATCHING MESSAGE TO MARKET. SAASLAUNCH METRICS DICTIONARY CPA: COST PER ACQUISITION CPL: COST PER LEAD ( THIS METRIC DOESN’T MATTER ) WE ONLY CARE FOR QUALIFIED LEADS CPQL: COST PER QUALIFIED LEAD CPBC: COST PER BOOKED CALL (IGNORE) CPQBC: COST PER QUALIFIED BOOKED CALL = PRIMARY KPI CARELM: LEAD MAGNET BURN BUDGET: $500–$3,000 (USED FOR TESTING, NOT INSTANT ROI) LESSON 2: AD FUNNEL TYPES & WHEN TO USE EACH FUNNEL TYPE USE CASE SPEED TO REVENUE BUDGET REQUIRED BOOK A CALL (BAC) DIRECT OFFER FAST LOW LEAD MAGNET (CARELM) WARM-UP FUNNEL SLOW MEDIUM DTR (DIRECT TO TRIAL) PRODUCT-LED ACQUISITION MEDIUM LOW FULL CYCLE (LM + BAC) SCALING + RETARGETING SLOW/COMPOUNDING HIGH THIS MODULE FOCUSES ON BOOK A CALL CAMPAIGNS (DIRECT OFFER FUNNEL) GREAT — BASED ON YOUR SETUP, HERE ARE CAMPAIGN SETTINGS FOR EACH FUNNEL TYPE CLEANLY ADDED TO THE CURRENT MODULE STRUCTURE: CAMPAIGN SETTINGS BY FUNNEL TYPE 1. DIRECT OFFER FUNNEL (BOOK A CALL) ( BOF ) GOAL: BOOK QUALIFIED CALLS QUICKLY USING A DIRECT OFFER CAMPAIGN NAME: {OFFER} – DIRECT OFFER – TESTING TARGETING: BROAD + INTEREST STACK < ( NOT SURE HOW TO SET IT UP? CHECK DIRECT OFFER FUNNEL ) BUDGET: $50/DAY OR $1,500/MONTH USD AD SETS: 2 MINIMUM CREATIVES PER AD SET: 3 OPTIMIZATION EVENT: SCHEDULE OR LEAD OR PURCHASE CBO: OFF (ABO STRUCTURE) CTA: SWIPE UP AND CLICK THE LEARN MORE BUTTON AND THEN BOOK A CALL USE WHEN: YOU HAVE A STRONG VSL OR OFFER THAT CONVERTS WARM AND PRE-QUALIFIED TRAFFIC 2. FREE VALUE FUNNEL (LEAD MAGNET) ( TOF ) GOAL: CAPTURE LEADS USING A LEAD MAGNET, WARM UP AUDIENCE FOR NURTURE + RETARGETING CAMPAIGN NAME: {OFFER} – FREE VALUE – LEAD MAGNET TARGETING: BROAD + INTEREST STACK BUDGET: $50–$100/DAY AD SETS: 3–5 LLA, INTERST, BROAD, INTEREST ETC.. CREATIVES PER AD SET: 2–3 OPTIMIZATION EVENT: LEAD OR VIEW CONTENT CBO: OFF CTA: DOWNLOAD RESOURCE OR OPT-IN USE WHEN: YOU WANT LONG-TERM NURTURE LEADS AND ARE WILLING TO DELAY ROI IN EXCHANGE FOR CHEAPER CPAS 3. FULL MARKETING CYCLE FUNNEL (TOF, MOF, BOF) GOAL: BUILD AWARENESS, WARM UP LEADS, THEN CLOSE USING RETARGETING TOP OF FUNNEL (TOF) CAMPAIGN NAME: {OFFER} – AWARENESS – TOF CONTENT TARGETING: BROAD INTERESTS, AWARENESS-LEVEL AUDIENCES BUDGET: $50–$100/DAY AD SETS: 5+ CREATIVES: 1 PER AD SET (HIGH-VOLUME TEST) OPTIMIZATION EVENT: VIEW CONTENT CTA: WATCH VIDEO OR READ RESOURCE CBO: OFF USE: USE STORY-BASED, UGC, OR FOUNDER-LED “AHA MOMENT” ADS MIDDLE OF FUNNEL (MOF) CAMPAIGN NAME: {OFFER} – LEAD CAMPAIGN – MOF LEADS TARGETING: CUSTOM AUDIENCES (ENGAGED VIDEO VIEWERS, WEBSITE VISITORS, LM OPT-INS) BUDGET: $30–$60/DAY AD SETS: 2–4 CREATIVES: TEST TESTIMONIAL-BASED OR OBJECTION-HANDLING CONTENT OPTIMIZATION EVENT: LEAD OR SCHEDULE CTA: BOOK CALL OR JOIN FREE TRAINING USE: DELIVER TRUST ASSETS, FAQS, AND RE-QUALIFICATION BOTTOM OF FUNNEL (BOF) ( MOF ) CAMPAIGN NAME: {OFFER} – RETARGETING – BOOKED CALL TARGETING: VISITORS, LEAD FORM STARTERS, BOOKED BUT NO-SHOW BUDGET: $20–$50/DAY AD SETS: 3–5 OPTIMIZATION EVENT: SCHEDULE CTA: FINAL REMINDER / EXCLUSIVE OFFER USE: RE-ENGAGE BOTTOM FUNNEL LEADS AND DRIVE URGENCY LET ME KNOW IF YOU WANT ME TO AUTO-INSERT THIS INTO YOUR CANVAS OR BUILD THE NEXT LESSON (AD SCRIPTING, CREATIVE DEVELOPMENT, OR RETARGETING CAMPAIGN SOP). LESSON 5: TRACKING & OPTIMIZATION INFRASTRUCTURE METRIC GOAL CPM <$35 CTR >1% CPL IGNORE CPBC <$60 CPQBC <$150 ROAS BREAK-EVEN BY WEEK 3 TOOLS: GSHEET TEMPLATE (AUTOPOPULATED FROM GHL/ZAPIER) SLACK ALERTS (DEMO BOOKED, SPIKE ALERTS) VIDALYTICS FOR VSL DROP-OFF TRACKING SAASLAUNCH SOFTWARE (HYROS-LEVEL ATTRIBUTION) LESSON 6: WEEKLY AD OPERATIONS CHECKLIST MONDAY CHECK CPQBC DUPLICATE 2 BEST ADS TO NEW HOOKS PAUSE ANYTHING BELOW 0.5% CTR WEDNESDAY UPLOAD NEW UGC/STATIC CREATIVE BATCH REFRESH RETARGETING AD SETS (10–14 DAY CYCLE) FRIDAY MONITOR SCALING FATIGUE PUSH BEST PERFORMING TOF ADS INTO MOF