I filtered for buyers and removed the people who wanted to buy.
That’s exactly what I did for 2 full months during the busiest advertising season of the year where ad costs are RETARDED high.
Let me break it down for ya.
I launched a new digital product offer in November…
Looking back prob the worst time ever to launch something new, but as you’ll see, I paid $1,900 to REMIND me of a lesson I already knew, I just forgot bc I was in build mode.
Anyways, started running Facebook ads to it so that I could test it out.
Usually, I start with the usual tier-one countries (USA, Canada, UK, Australia, New Zealand) bc I wanna stress test it. Logic being if I can bring in customers at a reasonable cost in the most expensive places, then I can make this work.
And it did.
It was converting at around 7% on Facebook which is VERY good.
But my cost to get each customer was as high as $80.73.
Eighty. Dollars. Per customer.
Stupid high.
I mean it IS the most expensive time of the year to advertise bc every e-com company is dumping 90% of their budget to hit their Q4 goals, but whatever.
So I left it there just to see if it would come down at at all (it didn’t).
Then when January hit and the shitshow was over, I opened up the targeting to worldwide to test something out.
Not tier-one countries. Not “rich nations.” Just… worldwide.
Here’s what happened…
My cost per customer dropped from $80.73 to $4.95.
And my conversion rate went UP at almost 10%.
Same offer. Same ads. Same everything.
The only difference was that I stopped deciding who could afford my product.
I forgot the CARDINAL FKN RULE of T1 targeting…
It’s based on a goddamn assumption.
An assumption that purchasing power lives exclusively in certain countries. That people in the US, UK, Canada, Australia have money and everyone else doesn’t.
And look, I’m not saying there ain’t economic differences between countries. Of course there are.
But when you’re selling a digital product, you’re not selling a physical thing that needs to be shipped. You’re not dealing with logistics or any of that crap.
You’re selling information. Access. Transformation.
And the people who want that exist everywhere.
You will end up gatekeeping your own offer based on assumptions about who could afford it.
And it WILL cost you. Big time.
Think about it…
Would you rather pay $100 or $10 for the same filet?
Because that’s the difference between an offer that barely works and an offer that prints money.
And when you realize that you can actually pay less, you won’t wanna punch yourself in the face as much.
And sure, AOV (Average Order Value) might be lower in some countries, but when you average everything out, it’s still wildly profitable.
I’d rather have 20 customers at $5 each than 1 customer at $80.
Even if some of those 20 customers spend slightly less than the tier-one buyers.
Volume wins.
Why?
Because you should have some sort of higher-ticket product or recurring service on the backend anyways if you wanna make the big cheese.
So if you’re running ads right now and your CPA feels high but your conversion rate is decent…
Open it up worldwide.
Keep everything the same, just remove the borders.
Create a great offer, let Facebook find the buyers wherever they are and watch what happens.
You’ll thank me later.