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This one mindset shift might unlock Meta ads for your finpub
A lot of financial publishers I talk to have tried Meta ads at some point, but with mixed results.Basically all of them wish it worked, as they know how well it can scale — but were generally unhappy with it.I’m here to give you a little mindset shift that might help you unlock Meta ads as a channel.The standard CPL for an email in finpub is anywhere between $5-15. So publishers will launch a few ads, start getting that $5-15 CPL they’re used to, let the ads spend for a bit — and at the end of the month they’ll compare Meta vs all their other channels.They’ll immediately see that the leads from Meta are not generating as good of a ROI as their other channels and they’ll probably end up killing their Meta ads then and there.They’ll end up declaring «Meta ads doesn’t work for us».But here’s the thing: Once you accept how the Meta ads game is played, you’ll start getting much better results.The Meta ad game rules are:
You have to accept that Meta will generate a lot of bad/uninterested leads
You have to make up for the bad quality with volume
You should be paying a way lower CPL than you’re used to
Most finpubs are paying $5-15 for a lead, but once you start paying $1-5 per lead — the economics start making sense.How do you pay $1-5 per lead?By realizing what Meta wants for their ads:Organic-looking videos.Ads that look like ads are bad for the user experience. So if your ad looks organic, they’ll reward you with a low CPM.So your mission should be to build organic-looking videos — BUT with strong hooks and copy that builds enough desire that the user clicks on your ad.By playing this ad game, your ads will be shown to the exact same people as they used to — but now they’ll get a lower CPM and a higher CTR. Which in turn will lower your CPC and in the end, lower your CPL.If you’re spending $50k/month with a $7 CPL — you’re getting 7,100 leads.But if you’re getting a $2 CPL, you’ll end up with a whopping 25,000 leads.That’s how you can start playing the Meta ads game.