12: Testing FB ads, Calculating cost of Customer Acquisition, & other fears it's time to face

What up and namaste to my yogis, my sisters, my brothers, and all my conscious entrepreneurs out there working to make their passion their paycheck. I'm Adi Shakti, the six figure yogi, and I have been sent to elevate and empower you. I bridge the gap between old school big business secrets and your new paradigm creation. Consider me your hippie business strategist and your new best friend. Be sure to head over to SixFigureYogi.com. That's SixFigureYogi.com for your free online marketing conscious business growth e-course with yours truly. Grab your kombucha, turn down your Grateful Dead, and get ready to take notes.

Namaste and welcome. This is Adi Shakti, the six figure yogi, and we are finishing up here in Costa Rica. I've got my June 2016 class finishing on Saturday and I'm just so incredibly proud of them, so I just wanted to give a shout out to my June 2016 class. 19 graduates we'll have this time, and I'm getting there. I'm almost at 100 yoga teachers trained. It's pretty crazy. Yeah, and so I just wanted to give a shout out. Let's dive right in.

facebook ads

facebook ads

Today, what I want to talk to you about, I've been getting questions on Facebook ads and I think that this is an important thing to talk about with conscious entrepreneurs because Facebook, as you guys are all well aware, is obviously an incredible platform for bringing more business into your business. I wanted to talk a little bit today about testing and scaling as well the art of determining your cost of customer acquisition so that you can include that into your pricing structure as well.

I just want to start with the basics of putting together an ad and testing it and what that kind of looks like. For those of you at home, I mean, if you're at a computer, it might be good to go ahead and then pull this up and work with it with me. You go and you are on your Facebook, your personal Facebook page and you hit a little down arrow there on the upper right hand side there, the blue bar. You can scroll down and you'll see manage adverts. Okay, so you can click there and then there you'll click on your name and you'll start to see the different ad campaigns that you have and I just want to talk you guys through kind of how to read the numbers in your adverts manager, what they mean, and how you can adjust accordingly based on the numbers that you're getting back.

What I invite you to do is to create a campaign if you haven't already and you are adding a few different images, it's going to have the same copy or the same text, but you do want to try a few different images that you're uploading into that singular ad. You're playing with your demographics, you're trying to get everything just right, and then you're just starting there, right? You have your ad. Once you have your ad built, then you can step right in with me.

What I'm going to do here is I'm going to click on one of my ads. I'm currently running ads for my October yoga teacher training here in Costa Rica. I can click on this ad and when it pulls up, I'm given the stats, I'm given how much I've spent. I'm reminded of what the visuals of the ad looks like. I'm seeing whether or not it's active. I'm seeing how many website clicks. I'm seeing how many people have seen it, the cost of the website click, the budget, et cetera, et cetera.

What's important to me and what I would like for you to look at here is once you click on the ad again there and you can actually look in and see the different pictures that you are using for the ad. If you're using multiple pictures, this is an incredible feature here that I really encourage you guys to lean into, and that's the art of adding several pictures to an ad, maybe even up to five pictures, and then you can give it a couple of days to start to kind of see what the results are and then very, very quickly it should become pretty obvious which one of your pictures is performing the best, you know, or maybe there's just a couple that aren't performing that well. If you look over here to the far right, there's a relevance score. This is going to be a rating from one to ten based on how your audience is responding to your advert. You want that number, obviously, as high as you can get it. I have an eight score here, so I'm feeling pretty good about that.

Then I'm looking at my cost per website click, so that's another really good indicator. If your cost of the website click is super high, then you may want to turn those ads off. You can just go to that little blue line there on the far left of that particular picture and just turn off the pictures that aren't working. Then the dollars that you are spending to get your ad and your messages out there are getting concentrated, they're not being diluted. They're getting concentrated on those pictures that are working. Sometimes we think that a picture is beautiful, we think that it's great, but for whatever reason it's not getting the clicks. I invite you guys to go and once you create the ad, you're going back in and you're watching the ad and you're figuring out what exactly it is that's working.

Then, from that place, once you kind of have the photos that you know that can work, maybe at that point you're scaling the ad, meaning that you're putting more money into it. The algorithm there kind of gets complicated as well, but just as a general standard, if something's doing well with a smaller amount, it's also going to do well with a larger amount of a budget. You can kind of put out maybe two or three dollars a day just to start and then from there, once you're kind of gauging your audience and you're figuring out what exactly it is they're responding to, then at that point you can maybe put some more money behind the ad. I think that that can be helpful.

Once you have the ad and you have the pictures that you know you can use, then maybe you're creating a couple of different ads, you're using different copy, meaning the different text or the different headlines that you're using, you're trying out different buttons, you're trying out different demographics, you're tweaking your demographics to see what is getting the most engagement or what is getting the most activity back into the website. More important than getting the activity back into the website is those people that are actually opting in for your free offer or opting in for your email list, because those are the people that are the most likely then to become buying customers. I just wanted to talk a little bit about that with you. I hope that that was helpful, and we'll be back here in just a second.

Thank you so much for listening in. This is Adi Shakti, the six figure yogi. Our summer programs, our June and July programs, as of yesterday, have sold out. We are still accepting students for our October 2016 program. It's a 200 hour yoga teacher training and self empowerment course. If you're interested in diving into the roots of why you are the way that you are and really deciding on how it is that you want to move forward, developing awareness, developing consciousness, being in a container of love, to really work through these things, at the same time learning the practices of yoga, please go over to PassionYogaSchool.com and give us a visit. We have a few more spaces left for October, so if you are interested in moving forward with us for this fall, now is the time to get your applications in. Thank you so much, and now back to your boss training.

Hey guys, welcome back. Yeah, so what we just went over just to briefly touch on it again, is this commitment to testing. We are smart beings and we have hunches about things that will work and things that don't work, but it's important as conscious entrepreneurs that we trust our intuition, of course, as we're starting to build these things, but we're also watching the numbers and really listening in and learning what is getting the sort of engagement from our audience that we're looking for and adjusting our campaigns accordingly. Again, I encourage you to change your images, try out different images, try out different copy, which is the text that you're using for the ad, and also the button there, the action button, whether it's learn more, sign up now, you can try different buttons to see how that changes thing, and then also playing with the demographics of your audience to make sure that you're really laser targeting the people that are going to be most engaged with what it is that you're offering. The most specific and clear you can be on that, the better. From that place, you can start to scale.

This is when we start to get into the idea of cost of customer acquisition. That's the amount of money that it costs me to get somebody signed up for one of my yoga teacher training and self empowerment courses, for example. The cost of customer acquisition I calculate and it takes a bit of time, right? Now I'm at a place in my business, I'm in my second fiscal year and so I saw the first year cycle, and I can see how much money I put into ads, right, over the course of last year, for example. I can see how many people signed up because of those ads and then what I'm doing is I'm dividing the total amount that I spent on the ads by the number of people that signed up, and then that becomes my cost of customer acquisition, okay? Again, that's how much money you spent on a particular campaign or within a particular year, and then you're dividing that by how many people actually signed up. You can get fancy with that, right, if it's different amount of ads going towards different campaigns or different projects that you have going on. I mean, you can really break that down a lot, but I think for me, just to have that overall figure, this is how much I spent last year and this is how many people I got signed up from those efforts is really, really helpful for me.

What I've kind of started to figure out is it costs me around $80 to get one person signed up for one of my programs with the ads and with paying my administrative team. There's other factors, right, that go into those things as well, but about $80. What I do is I, of course, include that cost in the cost of my program, so I'm including that as an administrative fee because I know that I'm going to have to take on that cost in order to get someone to sign up for one of my programs. With a relative amount of confidence, I can then know that if I need, and just for the sake of example, say I need ten people signed up for a program, I may need to put in 80 times 10 or $800 worth of ads to see that happen. As I've gotten better, I'm hoping and the goal here is that your cost of customer acquisition goes way, way down, right, because you're fine tuning your ability to target your market, you're getting better with your copy, you're speaking more actively with your pictures, you are really watching the trends and noticing which ads are working and which aren't, and so you can really fine tune that skill all the way down so that your cost of customer acquisition is not so high.

It is a very, very helpful number for you to know or for you to try to calculate in your business so that you can be realistic about how many people you're actually anticipating to have for your programs or for your services based on this online marketing, these campaigns. I think that those ... I just wanted to talk about that with you guys today, just give you kind of a little bit of an idea of what it takes really behind the scenes to make a successful ad campaign, you know, just putting it together and then leaving it alone is one way to do it and I'm sure that some people are able to have success with that, but I personally find that the more that I commit to checking up on it, to knowing which photos are doing the best, what kind of copy's doing the best, what kind of people are responding best to my ads and what kind of people are signing up and really going all the way through to becoming a buyer, that sort of information and my ability to fine tune my messaging to really speak more specifically to those people is really making my life a lot easier, right? Instead of casting this huge net, like what I was doing before, I'm getting clearer and clearer and clearer around who exactly my market is.

I invite you guys to do that. It all comes back to what we were talking about before about really recognizing your why, who you're meant to serve in that why, and then targeting your audience super duper specifically, really speaking directly to their heart as you're putting together your ads, as you're putting together your messaging. I hope that that was helpful, a little one-on-one on scaling, cost of customer acquisition, and testing with the ads. Just a reminder, I love answering your guys' emails. It really means so much to me. You guys send me such loving words and I really, really appreciate it. If you guys have questions, please send me an email. It makes it so much easier, my job, just to know exactly what it is you guys are struggling with so that I can prepare this content for you. This is for you. That's why I'm doing this. If you have a specific question, please send me an email at sixfigureyogi@gmail.com and I will put it on the list and get it featured here on the podcast.

Thank you so much for your time and energy. I want to live in a world with conscious, loving, passionate people making their money doing what they love. I honor you all for listening in and for committing to do that for yourself. Thank you so much. I am Adi Shakti and I will see you next time.

Thank you so much for empowering me to be a part of your journey to abundance. My work is to be of service fully and completely and that would not be possible without you trusting and letting me in. Be sure to head over to SixFigureYogi.com, that's SixFigureYogi.com for your free online marketing and conscious business growth e-course. You've got this. I believe in you and I'll see you next time. Namaste.