¶ Should You Say "Free" in Ads?
Should you say free in your Facebook and Instagram ad copy ? Well , the quick answer is yes and the slightly longer answer is it depends . And the slightly longer answer that I've discovered in my five-ish years of doing Facebook and Instagram ads is that it depends . But basically yes , and this is gonna be an ultra short Now .
Basically yes because when I show ads on behalf of clients for their free lead magnets , we're usually showing those ads to a cold audience , an audience that has not entered their business Ecosphere , never encountered a video , does not follow them on social media , hasn't been to their website , so on and so forth , and people Automatically assume the worst .
As in people that don't know , you just assume that you're trying to rip them off or charge them for something right . So we do put free in the ad copy , and if you don't like the word free , that's fine . Use something like gift or complimentary or no cost . But this is what I've been doing and it works
¶ Testing Ad Copy Versions
quite well . Now , if you're skeptical , you can always spend money testing what happens to your opt-in , or I should say testing what happens to your cost per lead . If you don't put free inside of the ad copy , just test .
Same ad copy , same visuals , but one version of ad copy doesn't have the word free and the other one does , and then , after five or six days of running those Facebook and Instagram ads , you will know what your cost per lead is .
Now what if we are trying to attract a higher quality lead magnet opt-in , because nobody wants freebie seekers and tire kickers and folks who weren't actually planning on working with you or paying you for your expertise anyway , on the email
¶ Handling Freebie Seekers
list , and guess what ? That's just part of the name of the game . Part of the name of the game yeah , we're just going to stick with that of online marketing is when you have a lead magnet , you end up getting quite a few of those folks .
But this is why you invest time and money into developing your email nurture sequence so that through building your expertise , showing that you have actually helped people out and you know what the heck you're talking about , you can attract those folks who actually need to work with you to you , so that you can work with them and you're happy and they are happy
because selling is serving .
Now there are other methods , like running ads to a low-ticket offer , in which case , as long as your offer is aligned with what the market , ie your ideal client needs , and you have an order bump and an upsell attached with that offer that are also aligned , then you can test ads and eventually find the solution , this ads equation , if you will , this combination
of ads set up and ad visuals and ad graphics , that gives you a positive return on your ad spend every day , or , if not every day , every week . Now , that
¶ Low-Ticket Offer Strategy
takes a lot of work but that is possible . And if you're wondering , okay , quagio , but if I want to run ads to a low ticket offer , that costs something , well then , do I put the price of that in the ad copy ?
Good question , if you go down to the show notes below , there is an episode where I kind of outline my thought process on including the price in your ads that you're running to a low ticket offer and or you know , a cart open , as in you had a webinar or a challenge and now you're selling your main program .
Until the next time you hear from me or see from me , take care , be blessed and we'll see each other in the next one . Goodbye .