Welcome to Let's run Facebook ads with me, Nate Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Because it has a little tune. Like no matter. Updates this week. What's better on messenger? Oh my God. Well, it brings them out, doesn't he? Welcome back to the podcast with a new feature called What's Better with meta? Oh, no. What's better on. What's better on meta? that's really good, Michael. Back in the podcast studio today. Not on my own. Sitting in an office looking at screens, talking about what's going on. Meta. Good. James. Eric, I hear you breaking back across the flooring at closing, and we've got Michael. So. Hello, Michael. Well, Michael is going. He's. Well, he's just he's already started the podcast with the absolute triumph. He needs his own microphone for all these better with better. Meta. Very good. And unless it's about, Then there's no way you did better on meta. So, this is this little addition to the podcast going to do this? Probably once a fortnight, because it's just on how many updates there are in the system, but there's a lot of updates in the system. So probably going to become weekly. So I thought, what better way of doing it than getting the guys here to actually discuss these updates, though? They're not sitting on the platform with me or us all the time. I think it'd be a good thing to to go over. So, something that's been up about me today is that exclusions have been taken out of building an audience and meta. So you know, how matter you can I know you're not you know, all the time, guys, but you know how it's like a database or was like a database. Yeah, it's moving a further and further away from being a database, but you can obviously select your interest. You can select your age groups, you can select genders. And you could also exclude. And I had a motion today tonight because the leads that are coming into the clinic not from people coming from the podcast, you all brilliant, but from our advertising on Facebook. I get a lot of, tradesmen and people like that. And it's not to say you don't run ads if you're listening, but you're booking calls and it's like middle of the day and you're probably up a ladder or building a house or doing a roof, not coming onto a zoom call. And the other thing reason I know this is because every time I get a tradesman who does come on the call, they go, where's the link? And I'm like, you get the link because it's all automated. As soon as you put your call, the link comes through on a text. I'm not saying they're not adding it's calendar. I then have to share the link on a text message, and then they open on their phone all the time, like all the time. Whereas other people who are office based automatically have. It saves the calendar because they're on the laptop all the time. So I would want to exclude tradespeople, builders and people that I now con. So that's one of the features. So if you are an ads manager and that is something that you're doing, you can't do that. Any thoughts on that? James I have a couple of thoughts. So how are you going to overcome that? Yeah, I was going to say that replace it with something else. Or is it just it's just got rid of so you can still use the only way around it would be maybe to build a custom audience and exclude the custom audience of people. Though as I thought about that from my ads today, if I was to look at my CRM and go, these people, well, do I go into people didn't turn up to a call? No shows. Does that become an audience of exclusions? People who don't show? But there could be some. There's various reasons why people don't show up. Could you do lookalikes for those audience? But you've got to have 3 to 500 people to create a lookalike. So unless you've got a decent amount of people coming through and it's a big system, you're not going to have that. So to be fair, 90% of the time I won't build an audience base with exclusions in it because we've just got to let meta find those people. But but I've stumbled against it today. Could you say just an idea? Could you do, put an ad on the landing page when they start filling in the details? Could you ask what sector the read. And the second it says Tradesperson. Could you then kick them out? Possibly. But then I have to bring a form in again. So it it's you go from getting a lead easily, getting the wrong lead to higher intent, not getting as many leads. So it's I mean, we used to do higher intent before Christmas. The leads dropped in January. Could have been could have been the ads we could Mark. We've created more ads where it could have been anything. But then the leads have gone up again. And it's not to say that there are some winners in that, but there's also a lot of like Monday, what, four, four calls were booked in and only one turned up. The one that turned up was a good one. But you want four, don't you? So that's one of the things it's going to happen in people's ads manager as we go along. It's a bit of a pain. If you want more of a pain, if you're already using it, rebranding of Advantage plus shopping. So advantage plus shopping. If you're an e-commerce store, you automatically your ads manager automatically becomes advanced. Plus shopping when you when you hit a sales campaign that change in that to advantage plus sales. And the reason for it is aims to reduce confusion for advertisers. Are you confused by that? No. But obviously if you're doing legion with religion, you you're not using Advantage Plus anymore, are you? Legion goes to a Tate having a tailored one. So that's it'd be interesting to see if advantage plus sales becomes legion. And because it's different advanced plus shopping is you do that it can link to your catalog. Yeah that's what I'm saying. Yeah stuff. But yeah it seems to be. But you wouldn't see Advanced Plus shopping unless you clicked on sales as an objective. And then it would give you either manual or advantage plus shopping. Now I always teach all my students to go to go to manual setup. You love that, don't you? What else do I call them? The students, aren't they? I'm. I'm a doctor and nurses and I do clients. So clients going got some. I was expecting the student. I just saw that it was just going and it was really tried as well. Really tried up some very high levels for it. I just saw it. I just saw it. Students. And as I say, as I was saying students, I was like, this could go either way. This could go either way. As a client, students, well, they're both aren't like, yeah, no, it's fine. Whatever. So if I back out again. So if I use so yes it is, it wasn't confusing. It's probably now more confusing because it sales. Do you think so. So you think if you're e-commerce and it says advantage plus shopping. I'm not I'm struggling to figure out where the confusion is coming from. I don't know why. It doesn't need to be. It doesn't need to be changed. No, but they think it does because I've said the reason for changing is because confusion. Well, sales is yeah, I think it did sort of. It starts encroaching on a sales lead. Yeah. So that's why unless they're going to use sales, advanced price sales for Legion and the sales because you use. Yeah. Yeah. That's that's yeah. Either way and this is a great one advantage plus creative enhancements no longer on default. The only way I can. You won't know what this means unless I give you an example. Going back to the guys running the accounts in the agency. Yeah. When I got shouted at because some text or a headline was coming up above in an image and they go, these are supposed to be off. You remember those sort of things. That's because Facebook has and still is bringing through. So as you're building it out, as soon as you import a video or an image, it gives you loads of different options. So music is another one. Text overlay. You've got other ones like image enhancement make it a bit brighter and stuff like this. Most popular comment will go to most relevant comment will be the first comment. Stuff like this. These have always been since this got set up. I know the last 6 or 8 months on default, so you've had to go in, insert, put your image in or a video in, and if unless you know, annoyingly you have to switch off, they're all on default on, you have to switch them off again and then switch them on again to make them off, to make them go off. As soon as you duplicate an ad and you put in another image, it all switches back on again. So the amount of times you have to go backwards, forwards in my day go backwards and forwards backwards. Always switching all these back to off. That's what caused all of our clients to go watch. So and when you're in different ads managers these default settings are in different places. So now it's actually become a standard. Matter is basically said. They are now no longer default. They're all going to be switched to off unless you choose to have them, which is actually really, really good news because better that is actually better. Meta is better on that one. AB testing is going. James, I read an article about this idea and yeah, I can't remember who was it put on LinkedIn. So I press. I'll never use it. So I think that anyone who so when you do an AB test or meta within the platform, you can test it. It's quite easy to set up. It will ask you, do you want to test the URLs? Do you want to test the image? Do you want a test? Whatever. But you can only do two things. Where is most time when people are testing and matter? You want to test five images. A lot of them. We are asking you to do some videos or something like three videos you want to test, three videos you wouldn't be able to use a AB testing feature. If you have three, it can only be a one on one against the other. So I think they probably realize that no one actually really uses it enough. I don't know anyone who I don't teach my students to use it at all. They don't. They don't try to create is gone. Michael. Some on the on the time. We'll, we'll we'll touch on that since you since you've mentioned it, it was going to be for another one. Dynamic creative has been something that I've used since Matt was here. Yeah. And it's been an amazing feature of meta. So what Dynamic Creative allows you to do that's different to a normal ad? Well, a normal out. Now you can put five create. You can put five text, five descriptions, five headlines, but only one image or video. Dynamic creative allowed you to do those, but also add up to ten images or videos together. And the system would have basically just you put some budget behind it. I'd always advise if you're going to have three, if you're gonna have like £20 a day or 30 good a day, just have three images, two headlines. But a lot of people in the industry call it like the three by two, three, two, two method, which is three images or videos, two headlines to text primary text. But the cool thing about it was that when you look at your metrics in the platform, you can actually go to breakdowns and go by breakdown, dynamic, creative, and it will tell you which of the images was best, which. So it was a great testing thing and we even use it just to scale ads really well. They got rid of it and they've called it flexible. Now flexible works exactly the same in part for you don't have to switch on. It's automatically there as an option apart from you don't get the metrics as a breakdown. So it's for you to test well yeah. No you can't test it. So some days, like I went into my own ads yesterday or the day before and pressed it just to see what it work, and it did and then it saw. Then it freezes up and crashes your ads manager. You have to reset it and start again. Then I went on account I call yesterday and I said I was try it. So I think it's one of those where they're either flexible will come with that. Call it. I don't know why they wouldn't get rid of allowing you to see which one worked best due to me. I mean, I don't know anyone who has doesn't think it's an amazing feature. You have to just make those. Well, the other way of testing it is you would go one ad set, then five ads, but your budget is the ad set. So then it would decide of which of the five hours is the best. But it doesn't give it. But it doesn't really give enough budget out. So then you have to do five ad tests, ad set, test. But then sometimes we've been even with dynamic creative. That was always the the conundrum of where allowing meta to put budget towards certain images. Yeah, but how do we know that image hasn't resonated with an audience because it hasn't been shown that. And that was always that was always there. So you remember that from even people say, oh, we had we had a huge debate in the office about it, you know, because but you, because you have to put an equal amount now is fine if I'm putting if I put so my, my ads at the moment. So Michael's done. Our ads are really cool. There's me you know different ones and there's three that I know 3 or 4 that I know really work really well. Now I've put them in a dynamic creative because it's a way to help budget. You can put a small amount of budget on that. You can put for ads in there. You know, they will work, let it do its thing, and you can just sort of leave it alone. That's fine, because I don't need I don't need to know which one is going to win. But if you are testing, you just can't test like that. And if you do the ad that you've just described as everyone moaned about it, it will just find a winner. And that's great. If it's like, well, I need to find a winner. But if you want to know which one and the clients at the other day. So okay, so I get why you're building it now with one asset, one creative, one I, one creative. But you said now I have to put $20 on each ad set. And I was I don't want to spend $20 a day. And I'm like, well, you're not going to find out which one works. You can't test at that. Yeah. So I would like you to think I would be really disappointed if meta got away with it. Dynamic, creative as a whole. I don't mind the flex. Well, I haven't got a problem with it. Apart from we lose our testing facility and that's that's the thing that's, really annoying. And then finally a I generated ads will have a, transparency label, a bit like TikTok, where it's like, this is I would know. Yeah, but it's going to be the system that picks it up. So at the moment they haven't said whether it will be, metal meta will add labels to ads that are generated or assisted by AI. So that copy this is what we don't know yet. Okay, I don't think I don't think copy is going to be the problem. Everyone is using AI to help with that copy. And because we do it, you can see you can see a mile of a week ago, it doesn't look very good, but that's just because I think we know it. I think it's I think I don't think the code is problem. I think it's the imagery of the videos what's fake and what's real. Yeah. Right. So I don't mind Lewis promoting something that's going to do the that's going to be I think that's going to be the cause. I have you seen some of these artists on Instagram or TikTok that do amazing AI stuff? Yeah, that was one the other day. I don't know if you've seen it, which is the polar bear, and there's a polar bear. He sort of specializes in polar bears, but this one had like a, a bug, like a dinosaur centipede, which is on his back. And I looked it and went, well, unless there's they've made some discovery in the Antarctic of some weird, massive, two meter long centipedes. That's fake. It's unbelievable. Yeah, it's very, very good. But that's good from meta perspective. And I think there's, I think there's a real need for that. Yeah. Because there's a lot of obviously we're seeing obviously the meteoric rise of AI, especially when it comes to creative. And it's only going to get a place like Midjourney. It's only going to get better and better and better. It's getting better by the day, not the week or year. It's getting better by the day. So I think having that on there is, is is a positive because if you are being served a sponsor dad and it's telling you that this certain product is really good and it's UGC, but it uses is actually is a is an AI bot, I think that's not that's something that needs to be they need to be quite transparent with so many matrix. He's doing some he uses some UGC AI. So we've figured out that you don't know it's AI. If you're just doing a a small say bottom, left hand, side or right is the AI. And then we put subtitles. But as you know, Mike, when you do the videos, we put the subtitles actually quite near the face so that you're not concentrating on the lips and the movement, the eyes, because that's usually what gives it away. It's usually the same characteristics are repeated. So we stick in the bottom corner. Then we've got another video in the background which is doing other stuff. And he put one, he put one out the other day. He sent me two weeks ago, a week ago he sent me one saying, I've got some news, send sent on WhatsApp for me to download. And I wrote. I was like, is that I was like one of the girls that's in the clinic. And it was I can't tell. And I was like, fair play. I was I had to question whether it was one of his girls is getting scarily good. So that's good. So that's good feature for meta. That's better or meta that's better or meta. And that's it for better or meta this week. Thank you for joining Michael and James. I thought it was good little conversation for our first episode. Yeah, it's good. Thank you. Thank you for joining us again today. If you want to find out more, please head over to our socials at Let's Run Social, where we share daily content. And please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast.