here are three easy tricks for lowering your Facebook ad costs we learned these after spending Millions on Facebook ads and I wish I knew them when I started out because it would have saved us hundreds of thousands of dollars this just helped an insurance company cut their ad costs by 63.9% and as you can see here their roas is paying dividends they've already generated close to $800,000 in profits let's see if we can do it for you too oh yeah we've also got two bonus strategies to keep your ey profitable all year round you might want to watch them after these three tips if you're don't like I was when I first started running ads this one hack could save you thousands and make you even more back then I thought I'd crack this whole making money online thing until one day my best ads suddenly stopped converting as my cost SP biked out of control everyone I spoke to seemed to have the same problem it felt like Facebook was rigging the game and my campaigns were bleeding money but turning off my ads was not an option I was a first time dad with no day job and pausing my campaigns could have meant losing everything which is the same problem so many businesses have when cpms go through the roof they can't afford to run ads anymore but without sales they risk having to shut everything down now in this video you've already seen me show my ad account cpms but in case you're not fully sure what a CPM even is CPM stands for cost per thousand Impressions and represents how much Facebook charges for every a thousand times your ad is shown High cpms push up your costs which often means less profits whereas low cpms lower your costs which you guessed it often means more profits in this case my cpms were higher than Snoop Dog on his birthday and it was seriously screwing with my ability to provide for my new family but before I threw in the towel I noticed something many advertisers miss the few ads that weren't losing money spoke directly to my audience's fears and needs they told stories that connected with real struggles and offered hope and that was my first breakthrough see understanding what drives your audience is like having a cheat code to lowering ad costs and most importantly increasing profits but how can you get reliable information about what your customers really care about well if you're already selling you could always reach out and speak to your customers but the problem with this is people often don't know the real reason they buy one quick solution is to ask chat GPT for ideas here's a prompt we use that you can adapt for your needs what are the top 10 challenges or frustrations dentists chiropractors mothers whoever your target person is here face related to the problem your product or service solves how do these challenges make them feel and what would solving them mean to them if you'd like a copy of this prompt just write the word prompt in the comments and let me know if it helps you now towards the end of this video I'll dive into this even more but for now just know this once I was able to create ads that tapped into my audience's pain points and and dreams my ads became more relevant cpms dropped and crucially my profits went up while so many others struggled to keep their ads running once my audience focused ads were performing well I faced another big issue just before Black Friday my retargeting costs were SC high high and my profits were tanking desperate I reached out to an old friend a war vet who'd made Millions his advice get rid of all of it see like many advertisers I thought complex retargeting was the key I spent weeks planning detailed funnel stages the result high cpms and no profits so I took my friend's advice turned off my retargeting campaigns and let Facebook's algorithm handle it turns out it already manages retargeting automatically you can see this in your ad frequency data any number over one means Facebook is already showing your ads to the same people more than once which is the definition of retargeting now there are a lot of opinions on the perfect ad frequency but we generally aim for a frequency of around two over a 30-day period this means means on average your your audience Sees at least two of your ads in that period of time in some cases you don't want your frequency much higher than that but remember this golden rule in marketing always test what works best for you because ads behave differently in every campaign if your frequency is around three or four and your ads aren't as profitable as you'd like try lowering your daily budget a little bit now you might find that you make the same money of sales while spending less we've seen this happen many times it's it's pretty cool when you can show a client how you simultaneously saving the money while making more profits the key takeaway is that you want your audience to see your ads repeatedly and Facebook can handle that for you without having to create additional campaigns this shiting strategy lowered our ad costs and boosted our profits letting us work less and earn more now if you're retargeting cpms of Sky High try simplifying your approach Channel your inner Steve Jobs and go for a simple elegant solution letting Facebook handle retargeting can make your ads both cheaper and more profitable but simplifying retargeting was only part of the puzzle in mastering Facebook ads that I don't know if other people found you on Facebook but I was scrolling along like I always do and Bam there you were and I said to myself oh this is probably another one of those companies and I thought wait a minute and I started reading the the information that you had in your advertisement very different than everybody else's now the reason I love this next hack so much is even if you're starting out and you've never sold anything before this is the only thing you need to know about making ads that sell people don't want to be sold to but they will happily picture themselves in a story so use stories to sell here's one way to do it called the hero's journey this story structure shows someone who in this case will look a lot like your ideal buyer with a serious problem they come across your solution the thing you're selling and use it to improve their lives part one the hero of your story has a problem describe how it makes them feel and how it affects their lives part two the hero stumbles upon your problem product or service and uses it for the first time part three show how this improves their life and for bonus points describe how it helps the lives of their loved ones see when you tell an inspiring story that mirrors the experience your future customers long for it gives them hope and connects them to the solution that you're offering when we did this our engagement rates soared costs dropped and conversions skyrocketed and it became a blueprint for generating millions in sales and now you can use it for your ads if you've already had success selling with stories tell me about it in the comments I've recently seen a lot of advertisers say they're shutting down their ads and blaming Facebook for their ad costs spiraling out of control but what if the problem isn't Facebook what if the real issue is your offer here's a strategy that keeps ads running all year create a range of offers at different price points by having both higher priced and budget friendly options you reduce friction for potential buyers this way even if someone isn't ready to commit to a big purchase they can still opt for a lower priced product or service keeping sales coming in this method turns more leads into customers and if you're only breaking even on day one these varied offers can lead to a 3X return on ad spend within days remember adapting your offers during High competition periods like Q4 can make all the difference between pausing ads and making consistent year round profits while everything we've looked at for lowering your ad costs and raising your profits is super important this is the strategy we see too many advertisers sleep on it's something we call Forever ads these ads are made following a carefully structured s scientific approach that reveals insights into your future customers that not even they are aware of how we do this is a whole new video um so let me know in the comments if you'd like me to put that together but the short story is this approach leverages ad data such as engagements clicks and conversions to reveal an undeniable truth about what the people who we show our ads to really care about let's jump into ads manager quickly so I can show you what I mean a great metric for overall engagement is CTR all this shows how many times people are clicking different elements of your ads the higher this number the more interested they are in your ads another important metric is CTR or clickthrough rate this shows how often people are clicking the links or buttons in your ad that takes them to the next part of your campaign High clicks here tells you that you're added into inspiring people to learn more about your product or service anytime you see these numbers are low is a clue that your ads aren't resonating with your audience now I often get asked what numbers to aim for and the answer is always it depends but a rough minimum to shoot for is 2% CTR all and 1% CTR if your CTR all or CTR are below those numbers and you aren't generating the profits that you need need it's time to test a new angle that speaks more to your audience's pain points or needs see when we discover things that our audience is worried about such as being able to look after their family when they retire or being ashamed of the way their home looks we can then inject this information into the stories we use in our ads by blending this science-based approach to ad testing with strong relevant storytelling and equally strong offers are forever ads gener consistent profits during High competition times like Black Friday and Christmas when many advertisers wrongly think they need to stop their campaigns now whether you're battling crazy high cpms or Fierce competition from other advertizers these three Techniques plus the two bonus strategies we looked at will help you not just survive but could easily set you on the path to generating six and seven figure profits from your ads apply these steps and you'll see your ad costs drop and most importantly profits go up next up you may want to learn how to copy Facebook ads that make millions ever wondered if you could borrow the secrets of successful ads for your business I'll show you how you can swipe proven ads from Top advertisers and use Facebook's ad library to avoid the mistakes that lead 70% of all ad campaigns to fail click here to watch it now I'll see you there and to wrap things up here tell me about your thoughts on Advertising during High CPM periods do you simply grind it out and accept the higher costs or do you stop your ads completely let me know in the comments