Jul 3, 2017
After hearing his name over and over again in the industry, Joel couldn’t wait to interview David Schloss on Sold with Webinars — and for good reason. If you’re currently running or even considering paid advertising, pay close attention to this episode. If you’re not part of either crowd, perk your ears even more.
In this episode, David compares the different mediums, markets, and methods of the past with what’s working now — specifically Facebook, YouTube, and Instagram. Bottom line: You’ll learn valuable tips and tricks to get you running profitable advertising for your webinar campaign.
[2:01] David's story:
[5:26] David runs webinar ads for over 50% of his clientele and spends roughly $1 million in webinar ads. He specializes in webinar ads and high-ticket funnel ads.
[6:12] Facebook webinar ads: 2014 vs. 2017 - What’s changed and what’s working today?
"We're almost creating a half conversion campaign, half engagement campaign."-DS
"Long gone are the days where you can just 'click here' and register."-JE
[10:27] "You're in the business of interruption but you're also in the business of creating conversation."-DS
[12:22] What is the most effective way to advertise a webinar?
"I don't nurture anyone to jump on a webinar. If your message is aligned with the individual reading it, they'll naturally click and apply or register."-DS
David believes a longform ad is enough to convince someone to sign up for your webinar.
[14:12] Why do the opposite of what everyone else is doing?
"When the masses are hearing one way of doing it, that's your opportunity to try the opposite."-DS
[15:27] Joel is an advocate for starting at the closest point of sale as possible.
[16:30] Improve retargeting costs:
[19:07] Lowering your cost per lead.
[20:36] Using industry celebrities/ leaders in your ads:
[25:09] Mobile optimized page for YouTube ads should be:
Desktop ads can include longform opt in pages
[26:22] YouTube audience isn't as click-happy as Facebook
"They won't click anything unless you're entertaining."-DS
[27:04] The YouTube audience is accustomed to watching longer from content
[27:50] “When you start your YouTube channel from the beginning, it's going to be very disheartening. It's going to suck."-DS
[29:40] Bottom line: The people on YouTube are completely different than Facebook in the way they register for webinars.
[30:39] The quality of traffic from YouTube vs. Facebook:
[34:58] What to be aware of when you advertise on Instagram:
[35:56] Two types of ads that work well on Instagram.
[37:32] Mashup videos and how you can use them to your benefit.
[42:05] When writing a Facebook Ad, do people notice copy, image, or headline first?
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