Day 65: November’s Ads, Funnels, and New Experiments

It’s November 4th — Day 65 — and today marks the start of putting November’s big plans into motion.

After reviewing the last two months and identifying where improvements were needed, I’ve now kicked off several key strategies aimed at reducing costs, improving conversions, and setting up for scale.

Daily Numbers

Sales today are sitting at $358 by mid-afternoon — a little on the low side, but early days yet. Yesterday ended with a solid $951 in sales and $387 profit, which keeps things on a steady track.

The big picture right now is less about daily fluctuations and more about getting the new beginner funnel (“Your First Song”) fully optimized and profitable.

Step 1: Reducing Cost per Acquisition

One of my main priorities this month is reducing the CPA (Cost per Acquisition) on the new funnel.

To achieve that, I’ve:

• Increased ad budget slightly to push the campaign through Facebook’s “learning phase.”

• Once it exits this phase, the system can begin fully optimizing delivery — lowering CPMs (cost per thousand impressions) and improving efficiency.

Currently, the new funnel’s CPM is almost double that of my long-running main campaign, even though click-through rates are solid.

That suggests the Facebook algorithm hasn’t yet gathered enough data to optimize properly.

To fix this, I need to hit around 50 conversions to trigger proper optimization.

Right now, we’re sitting at about 10 total, so I need to get sales up to roughly five per day before things stabilize.

Step 2: Testing Top-of-Funnel Video Ads

The second major test I’ve launched is a new top-of-funnel (TOF) campaign — designed purely for engagement.

Unlike my main ads, which go directly for the sale, these ads simply introduce people to my teaching style using short, free content from my course:

• One video shows how to hold a guitar pick properly.

• Another teaches how to play your first guitar riff.

The goal here is to build awareness and warm up audiences cheaply.

Once people engage with those videos, I’ll retarget them later with actual product ads. The theory is simple: by spending a small amount upfront on engagement, I can reduce cold traffic costs and get better results from the retargeting phase.

For now, this campaign is running at just £2/day — a tiny test budget to gather initial data. It targets English-speaking audiences aged 60–65+, focusing on people interested in guitar.

These ads are still in Facebook’s “preparing” stage, so results will take a few days to appear.

Step 3: Improving Average Order Value

Alongside improving traffic efficiency, I’ve also started a split test on order bump pricing to see how it affects AOV (Average Order Value).

• Version 1: Main product $37 + order bump $17

• Version 2: Main product $37 + order bump $27

This test will run for a couple of weeks to gather enough data to make a meaningful comparison.

The goal is to find the sweet spot where customers see the order bump as high value but not too expensive to add.

What’s Next

Over the next few days, the focus will be:

• Gathering enough conversions to push the new funnel out of the learning phase.

• Monitoring the engagement ad campaign to see if it lowers CPA once retargeting kicks in.

• Continuing A/B testing to lift average order values.

Meanwhile, I’ll also be revisiting the main “Classic Riffs” funnel, which remains the primary revenue driver. It can’t be ignored while I work on the new one — both need to run in sync for sustainable growth.