How to Sell Online Courses Using Facebook Ads


Congratulations! You’ve created a course that you’re certain your audience really needs and is going to love.

You’ve poured your heart and soul into it, giving so much value, you can hardly believe you’re selling it to the masses!

You start to run ads to it, thinking “This is it!!” This is going to change lives!

Only, your ads aren’t generating the results you’ve been hoping for. No one seems to be interested in your offering, and your course is going unnoticed.

So what happened?

Well, let’s back up a bit. 

When it comes to running ads for products and services, there’s a few things you need to consider about the kinds of ads you put out and the audiences you’re trying to attract.

Ultimately, the goal is to sell your course, but it’s likely your target audience doesn’t know who you are. 

In order to sell something to a cold audience, they need to be warmed up a bit before they hand over the digits of their credit card. It’s rare to be able to sell directly to a cold audience unless you have a large ad budget and an already converting offer. 

So how do you build up the right audience who’ll be more likely to purchase your course?

It’s likely you’ve heard of the value ladder, which takes people from the unaware stage (cold) of your business, all the way to your highest level of products and services (hot). Each step of the ladder gives the audience something more of value from you, where they become more and more likely to keep climbing the rungs upward.

So if your course is at the middle or end of your value ladder, you need to consider how you get people ONTO the ladder first.

So let’s discuss how you can use Facebook Ads to help increase your reach and grow your audience so you have a better chance of converting them on your new course.

Brand Awareness Ads

It takes more than 8 touch points for someone to consider purchasing from you, so if you’re going right for the sale, you’ll likely miss the opportunity to convert them. 

Brand awareness ads are designed to get people to engage with your content. Things like reading your blogs or watching your videos, or even opting into your email list can go a long way in creating the right kinds of audiences to target with your course later.  Engagement posts on your Facebook page are also a great way to find new followers and create a bigger audience for your business. These types of ads tend to be the cheapest to run, and are a great way to help build a cold audience that you can begin to turn warm. 

Small Ticket Purchases

The next thing you need to consider is if you have any offers in between free content and your high end products. Sometimes people need to make that little bit of a micro offer into your ecosystem and commit to you before they’re willing to spend hundreds of dollars, even thousands of dollars on your courses. 

Think about your value ladder and the next logical steps someone would take to ascend to the top rung. When people start to make those little micro commitments, even as little as $7-9, they’re more apt to spend more money with you as they progress through your value ladder. But be cautious!  You have to be able to continuously nurture them through email sequences in order to keep them interested and engaged with your brand. 

Course Offerings

Now that you’ve built up warm audiences, encouraged them through your value ladder by using email opt ins, video views and engagement, it’s time to run ads for your course. 

Because your audience has now been nurtured, they are more likely to purchase from you with a higher price point. 

But not only that, creating these custom warm audiences allows you to create a more targeted COLD audience, which can mean a better conversion rate for all your ads.

Once you’ve successfully created an Ad value ladder, you’ll have a better idea if your course is actually converting to sale. Once the offer proves conversion, then you have an opportunity to sell it to a colder audience with a better chance of converting them. 

There is nothing wrong with selling directly to a cold audience with your courses, but it usually requires a lot of ad spend to test for conversions and scaling abilities. By building out a value ladder and using it the right way in advertising, you increase your overall chances of success selling your courses. 

Struggling to make your Ads Convert? Grab my Killer Ads Bundle to help you!
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My Facebook Ads Kickstart course is an amazing beginners resource for any business owner getting ready to run Ads. To learn more:

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