¶ Avoid Splitting Budget
want to kill your launch fast . Just go ahead and keep your lead magnets turned on and running all the way through your launch . Trust me , you'll feel your launch go up in flames . Well , you'll see it go up in flames .
So it sounds like there's a story here . Tell us what happened with this launch and these lead magnets ?
Well , pretty much .
I had a client I just finished up launch season at the recording of this video and I had a client who wanted to run lead magnets through their launch to be the perfect safety net if their registration ads did not work , because , after all , if the registration ads didn't work , at least they would have , you know , still be able to get leads or launch .
Right Makes sense , but what actually happened was a train wreck and we're going to talk about it .
Yeah , that sounds like it would make sense and we're going to talk about it . Yeah , that sounds like it would make sense . Like , oh well , if I don't get people coming to my webinar , my masterclass , whatever it is like , I still have these lead magnets going in the background and they'll still come into my business ecosphere . They'll get on my email list .
It kind of makes sense , you know .
Yeah , we can have the lead also registered for the launch because they'll see my email , so I'm sending it to the list for the launch . So the context here is that , like my client's previous launch didn't go too well and so , like , this time it was like let's hedge their bets . This was their idea , right , and so I was hired to set up lead magnets .
Actually , I was hired way too late , but that will be another episode coming up about how early you should start prepping for a launch . So I was hired and then we set up lead magnet ads and we were going to what we did .
We ran lead magnet ads to a cold audience and then those leads would be sent , when they opted , into a thank you page and the thank you page doubled as the launch registration page . So of course those leads who got the lead magnet , which was related to the launch topic , would also be interested in signing up for the launch right .
Right .
Here's what went wrong .
Didn't work , spoiler alert .
It did not work at all . The lead magnet ads distract , like diluted the messaging , like they distracted from the launch messaging .
Obviously , a very small percentage or maybe not obviously , since my client wanted to try it a very small percentage of the leads that actually signed up did go on to register for the launch on that thank you page and even in the launch email sequence like that was sent out after those leads had joined the email list . The budget got split .
The launch budget got split between the registration ads and the lead magnet ads and the end result also was that the warm audiences didn't convert as well and the cold leads were all over the place and none of the leads that came in actually bought during the launch .
We'll break it all down in a moment , but first welcome back to the Art of Online Business podcast . This is my wife and co-host , Jamie . She's been running ads in the business for the better part of half a year and getting good results for your clients right , and so definitely welcome her . Show her some love in the comments , say hi .
Also , if you are planning a launch for January , February of 2025 , now is the time to do that planning . Head down to the show notes below and book a discovery call with me . I'll listen to what you got going on for your launch and we can decide together .
Is it ads management that's best for you so you can bring in the most profit during that launch and show up with 100% launch energy , because you're not doing your own ads , or is it better , at this stage of your business , for me to coach you one-on-one ?
That way , you can learn all the things that I would do to make your launch ads work and you can have a more successful launch .
Right .
Yeah , that link is in the description below . Now let's go down and break down the three big mistakes that just happened because of the lead magnet ads that we're running in addition to launch registration ads .
And so Number one so should you split your budget or not ? Have you ever seen this work ?
No , not seen it work . It's like if you have a limited budget , you should put it all in one basket towards the ads that you know are going to work or that have the highest chance of working .
Right .
And those would be launch ads , the registration ads . Right , there's just fewer steps . There's fewer conversion steps . Go to the landing page . Opt in versus go to the landing page . Hopefully , opt in on the thank you page or hopefully opt in later on through some email sequence , it's just .
Right , you want you , you want your client or your ideal customer , to kind of have , like those , those blinders on , you know , like the the race horses used to wear or still wear , right , but so that they're just focused on what is the one thing that I need to get right now Something else worth considering when you have a launch , you're showing your ads to
your warm audience , because the warm audience is the most valuable audience , or the warm audiences , right .
and so now , if you have a lead magnet ad and a launch registration ad , showing to your warm audiences and your warm audiences are are they big or small ?
they're generally going to be smaller than a whole audience , right ?
because they're people that have already been in your business ecosphere , yeah , and so generally , also because you're spending a higher amount of money on a launch registration budget within a short period of time , like you know , two to two and a half weeks .
Now you got two messages being shown , two different kinds of ads and , of course , because you're doing the right thing and testing different ad copy plus different visuals . Now your audience is seeing a whole just diluted messaging and they're like okay , I got the lead magnet . Do I even need the launch , you know , to sign up for the launch .
I just got something . Let me go ahead and take some time . Go through that lead magnet .
And you're gonna lose them .
I think you know , and we have a personal example .
Yeah , I mean , our daughter has ADHD , and if we give her even two instructions such as go put on your shoes and go wipe off your place at the table , it's like we . She doesn't do either .
We lost her one thing . Maybe do one thing at a time , yeah .
And . But you got to give just that one instruction and let them follow through on that one . Yeah .
So the better . Oh , plus , plus . Like I said , all leads won't register . If you're running like a tripwire , as in a welcome offer on the thank you page of a lead magnet , you already know that most of the people who opt in for the lead magnet aren't going to register for or sign up for buy that thing on the thank you page .
It's just like this with a launch . It's just like this if you have a facebook group , you're trying to drive people to . Not everyone who goes to the thank you page of a lead magnet does the thing you want them to do right no matter how good your copy is , but it can be better . Good copy does help , and so it's just .
It's just cutting down your results , so the better strategy would be .
So what do we do ? What do we do here with ?
You tell me you just finished a decent client launch in September .
Right , so yeah , basically every ad dollar needs to go to support your launch registration . So , whether you're doing that , that webinar , that masterclass , a bootcamp , a challenge , whatever it's going to look like , you want to drive everyone to that that registration period . End of story .
So what could you do instead of lead magnet ads ?
Yeah , Instead of instead of lead magnet ads , use remarketing ads to remind your warm audiences to register . These are like retargeting . And then you want to optimize your thank you page within the launch funnel . So keep the focus again on the registration and not on the freebies .
And then you wanna save those lead magnet ads for your post-launch right To bring in new leads into like for the next cycle . So when do you run these lead magnet ads ? After ? After your launch , in between launches , but in the middle of your launch ? Big no there .
Right , right . So like , launching is hard enough , right , without confusing your launch . Big no there , right , right . So like , launching is hard enough , right ? Without confusing your audience , diluting your messaging , splitting your budget . Right , like ? Lead magnets can wait to when they should be ran between the launch , right , right .
So , like , just focus on your ads . Focus on what matters most for the launch getting registrations and building momentum
¶ Launch Ads Manager Timing for Success
. And if you're planning to launch in early 2025 , let's make sure that your ads are set up to win . Book a discovery call with me . It's , the link is in the show notes below and we'll lock in a strategy that works for you yeah , please , please , don't wait .
If you're like considering Either way , if you kind of want to do it yourself , or if you need some help , let us know . So you had mentioned that this person hired you way too close to their launch . So what is the ideal time frame to work with an ads manager to get started if you have a launch coming up ?
You probably want to start at least like seven weeks before the launch , but we're going to talk more about that and other mistakes to avoid related to waiting too late to run your launch ads in the next episode . So until then , take care , be blessed and we'll see you in the next one .
See you , thank you .