3 Marketers Podcast

Maximising Facebook Ads For Webinar Conversion With David Schloss [Episode 9]

3 MARKETERS - David Schloss

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It’s really easy to get confused with Facebook advertising, most people are talking about it and having a go at it, but a lot of people are actually losing money doing it.

The burning question is, how do you structure your ads and figure out your spending so that you can turn your Facebook ads into paying customers?

This week we decided to get to the bottom of it for you and sat down with David Schloss who gave some amazing insight into how to test your advertising and how to sell on webinars.

Notebooks at the ready…





  • A lot of people blame the ad when they don’t see conversions when, in reality, it could be the webinar itself.
  • People usually don’t want to believe that they’ve spent all that time creating a webinar and that they might have to start again.
  • That means that people give up on their ad campaigns too soon because they think it’s not going to deliver the quality customers.
  • Because most people outsource their ads it’s almost always easier to blame someone else than blame yourself for the conversion problem.




  • If you sell high ticket offers ($1,000-$10,000) your initial test budget should be the equivalent of what you are selling.
  • That means it will only take one customer and you break even.
  • For example, if you have an offer for $4,000 you should look at spending $4,000 in ad budget. 
  • If you have lower priced offers (under $1,000) I would recommend spending $1000 as your initial budget.
  • By the time you’ve tested out 5+ audiences with 2-3 creatives it’s easy to spend $1000.
  • After spending $1,000 you should be able to see exactly who to target and what to target them with.





90% of people I work with deliver webinar replays.
10% of people are the big spenders who only offer a ‘live' option.

  • The benefit of only offering a ‘live' webinar is that the people who register tend to be more committed to showing up, and are more likely to buy from you.
  • In order to do that though, you need to spend quite a lot of money on ads to get those repeat sign-ups.
  • The problem with offering free replays is that you might struggle to get people to actually watch, but it will cost a lot less in ad spend.
  • If you're going to do a replay you should always give people a deadline, that will help increase watches.




Do you start small, test and then ramp it up later?

Or should you start big, collect as much data as you can and scale down?

  • Facebook had such a huge influence on who sees your ads and how often they see them now.
  • That means that you really want to start big if you want to get on the Facebook radar.
  • A good starting amount is $25 a day, or anything up to $100 a day will make a good impact. Of course, it all depends on your overall budget.
  • These figures will be a good starting point to optimise more efficiently within the Facebook algorithm, allowing Facebook to find more of the right people for you.





Your own ideal campaign will really depend on your overall ad strategy, but here is David's ideal campaign structure:

  • Create 1 long-form copy and 1 short-form copy.
  • Then create 2-3 images that you can have on rotation on the long-form copy. Collect all the data.
  • Then rotate the same 2-3 images on the short-form copy. Again, collect all the data.
  • After that, you will know whether short-form or long-form is best for you and also which image works best. Genius!
  • These days people seem to be paying more attention to the creative of an ad rather than the actual copy.
  • The headline and image are the main things that grab people’s attention and make them want to click, so it's important to get it right and test, test, test!





Social Media Examiner is a great resource for keeping up to date with all social media platform changes, usually if one makes a change Facebook will follow.

For more in depth Facebook and advertising information you could look at Ad Age and Adweek.

Looking pretty impressed there lads…





A book that you would recommend…
Principles by Ray Dalio

What is your top success habit?
Meditation on a morning, starting the day on a clear mind and sometimes it’s when the best ideas are generated.

Who do you look up to?
My parents.

How do you define success?
Being able to do whatever you want, whenever you want, however you want.

Here the big one…who do you like more, Rob or Kennedy?
I’ve met Rob in person so by default I’m gunna have to go with him.

Finally, where can folks go to find out more about you?
You can find me over on my Facebook page, I reply to every message I receive if you want to get in touch or you can head over to convertroi.com to find out more about what I do.

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