Summary of The Copywriter Club Podcast #425: What You Should Know about Facebook Ads with Kwadwo Sampany-Kessie

Release Date: December 10, 2024

In episode #425 of The Copywriter Club Podcast, hosts Kira Hug and Rob Marsh engage in an insightful conversation with Kwadwo Sampany-Kessie, a seasoned Facebook Ads Manager and host of the Art of Online Business Podcast. The episode delves into Kwadwo's entrepreneurial journey, the significance of language learning, and the strategic utilization of Facebook and Instagram ads tailored for copywriters. Below is a comprehensive summary capturing the essence of their discussion.

1. Introduction to Kwadwo Sampany-Kessie

Rob Marsh opens the episode by introducing Kwadwo Sampany-Kessie, highlighting his transition from a language instructor to a Facebook Ads Manager following the collapse of his previous business due to the pandemic. Kwadwo's resilience and adaptability are emphasized as he reinvented his career to support his family by aiding others in promoting their products through Facebook ads.

Notable Quote:

Rob Marsh [00:06]: "Facebook ads. Copywriters write them. Some copywriters run them. All of us see and click on them. And yet most of us don't have a deep understanding of how to use them for our clients or for our own businesses."

2. Kwadwo’s Entrepreneurial Journey

Kwadwo recounts a pivotal moment in Beijing, China, where his previous business, Elementary Chinese, gained unexpected fame. This recognition, however, did not translate into fruitful business growth, leading to his eventual pivot into Facebook Ads Management. The challenges he faced during the COVID-19 pandemic, including being stranded in Mexico and the shutdown of China's borders, forced him to reassess his professional path.

Notable Quote:

Kwadwo Sampany-Kessie [03:00]: "I have this desire to help people run their ads profitably and not make the mistakes that I made back then that got me famous for that previous business."

3. The Value of Learning Languages

Before delving into Facebook ads, the conversation shifts to the importance of language learning. Kwadwo passionately discusses how mastering a new language intertwines with understanding different cultures, thereby broadening one’s perspective and fostering empathy.

Notable Quote:

Kwadwo Sampany-Kessie [10:24]: "Language cannot be separated from culture. And culture is always carried through language via communication... It makes us better people when we go through struggling, feeling vulnerable, learning a language."

4. Facebook Ads: A Copywriter’s Advantage

Kwadwo emphasizes that copywriters inherently possess skills beneficial for crafting effective Facebook ads. He explains that the ability to capture a client's voice and create engaging copy translates seamlessly into writing compelling ad content that converts leads into customers.

Notable Quote:

Kwadwo Sampany-Kessie [17:25]: "I believe the ad copy is the most important thing to converting somebody who's out there in Facebook and Instagram into somebody who becomes a lead for the business."

5. Strategic Use of Facebook Ads for Business Growth

The discussion transitions into practical strategies for copywriters looking to integrate Facebook ads into their services. Kwadwo advises ensuring that the client’s offer is already profitable before scaling with ads. He outlines the importance of analyzing cost per lead and cost per sale to ensure advertising efforts are financially viable.

Notable Quote:

Kwadwo Sampany-Kessie [19:33]: "The offer needs to be profitable first... as long as the profit is quite a bit higher than the cost, then let's go ahead and add that Facebook and Instagram ad fuel to the fire."

6. Getting Started with Facebook Ads

Kwadwo provides a step-by-step guide for copywriters eager to venture into Facebook advertising. He recommends starting with effective messaging by analyzing high-performing Instagram content, then translating those insights into ad copy. The importance of continuous testing with different ad variations is highlighted to optimize performance and reduce lead costs.

Notable Quote:

Kwadwo Sampany-Kessie [25:02]: "Start with the messaging. That's usually the part that's the hardest... and start with that."

7. Key Metrics to Monitor

Understanding and tracking essential metrics is crucial for successful ad campaigns. Kwadwo outlines the top three metrics copywriters should focus on:

1. Cost per Result: Measures the cost per lead or sale to ensure profitability.
2. Link Click Through Rate (CTR): Indicates the percentage of viewers who click on the ad link, with 1% being a benchmark for success.
3. Frequency: Tracks how often the same individual sees an ad, recommending a frequency of 1-2 for cold audiences and up to 4 for warm audiences.

Notable Quote:

Kwadwo Sampany-Kessie [35:57]: "Cost per result. That's the most important one. If it's a lead campaign, cost per lead. If it's a sales campaign, cost per sale."

8. Overcoming Challenges in Business Transition

Kwadwo shares personal challenges faced during his business transition, particularly the struggle with identity after the collapse of his language teaching business. He discusses the emotional toll of reinventing oneself and the importance of support systems during such times.

Notable Quote:

Kwadwo Sampany-Kessie [44:26]: "The biggest challenge was my identity. And so me accepting a new identity or realizing I was more than this previous identity I had built up."

9. The Future of AI in Facebook Ads

Looking ahead, Kwadwo speculates on the increasing role of Artificial Intelligence (AI) in ad management. He anticipates a future where AI simplifies ad processes, allowing for more efficient and effective campaigns. However, he also underscores the enduring value of human creativity and authenticity in copywriting.

Notable Quote:

Kwadwo Sampany-Kessie [48:55]: "I believe it is going towards a place of simpler ads management where the AI does a lot more and the ads manager does less."

10. Conclusion and Resources

In wrapping up the episode, Rob Marsh highlights Kwadwo’s invaluable insights on leveraging Facebook and Instagram ads for business growth. He encourages listeners to explore Kwadwo’s Art of Online Business Podcast, follow his Instagram for resources like the "7 Biggest Facebook Ad Mistakes that Kill Results," and consider one-on-one coaching for personalized guidance.

Notable Quote:

Rob Marsh [55:06]: "If you want to connect with Kwadwo or follow him and learn more about using Facebook and Instagram ads to grow your business, there are a few places that you can go."

Key Takeaways:

• Adaptability: Kwadwo's journey underscores the importance of pivoting and reinventing one’s business in the face of unforeseen challenges.

• Language and Culture: Learning a new language enriches one’s cultural understanding and enhances personal and professional relationships.

• Copywriters in Ads: Copywriters are uniquely positioned to excel in Facebook ad creation due to their expertise in persuasive writing and understanding client voices.

• Strategic Advertising: Ensuring offers are profitable before scaling with ads, coupled with diligent tracking of key metrics, is essential for successful ad campaigns.

• Embracing AI: While AI will increasingly streamline ad management, the human element of creativity and authenticity remains irreplaceable.

For those looking to dive deeper into the world of Facebook ads and enhance their copywriting services, Kwadwo's expertise offers a valuable roadmap. Whether you're a seasoned copywriter or just starting, integrating these strategies can significantly elevate your advertising efforts and business growth.