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. Hello. Welcome back to Let's Run Facebook. That's a podcast myself, Nick Boddington. Today I'm going to be talking about hook tests and why I use this religiously on every campaign to get things going. Now, you may, you may or may not know that I did a podcast probably eight months to 12 months ago where I talked about the hook test and I talk about it. It was a relatively new thing that I was doing at the time. 12 months on, I'm using it all the time. It's a great, great feature, and it's going to help you understand what your audience is doing. Well, not so much what your audience is doing, what you're what's going to engage with your audiences before spending money on a conversion campaign, doing what you think is right. So this is something anyone can do. I've designed it in a way that's really, really cheap to run. And probably you probably are actually thinking, well, why are we using a traffic campaign and not converting campaign? Because all you talk about next on all your podcasts is how we shouldn't be using traffic ever. And we should always be using our conversion campaign. And there is a reason for this. When you use a conversion campaign, we are using a sales or a lead objective. And when we use a sales or lead objective, meta charges us more. Okay, it's not so much our CPMs go up, but we are being charged more for the privilege of in more in depth data. And what I mean by that is every single one of us, myself, you, we're all on social media and we're all surfing. Surfing. I sound like I'm a I'm old for you. Say hi. We're surfing the internet and meters pixel wherever is in all the different websites is saying what we're doing is it's like Big Brother. Okay? Now when we go to build an ad and we use an objective, if we just do a traffic campaign, it's just using the algorithm to go. People who have these interests who click and they click to websites. If it's awareness, they like to just flick through their feeds and see what's going on. If it's a sales campaign, we like to get people who purchase like so if we use a sales campaign and we use our objective to be add to cart, Facebook is going to go and find people who add to comp. If it's initiate checkout, initiate check out of his purchase purchase. That's why it's really important to always use the right objective lead or sales depending on what you're doing. But then this instance, if we were to do a hook test of, say, 15 different headline hooks, let's say 50 characters long, and we were to build an ad for each one of those and give it$5 a day. It's going to take us or 5 pounds, whatever. It's going to take us a long time to get the amount of data we need back to make a decision. The data that we need back off this exercise that we're going to be looking for is click threes. We want to get the click through rate, because if we've got 15 or 20 different headlines that we're testing, and we can see which click through to get in the highest amount, we know what's engaging with the client. So this is where the audience, this is how we're going to run when we use a traffic campaign. It's a really cheap way. It's a click. We're not looking for a purchase. We're looking for a click and Facebook is not going to charge us as much to get that click. So we can actually build a campaign based on like 2 pounds or $2 a day for each ad. And Facebook will show that to the same audience as you're going to do user sales campaign, same audience, but it's going to get clicks and then depending on which ones get the clicks. So how do we set that up? I'm not going to go into ads manager and go through a setup. You can't see my screen because we're on a podcast. So I'm just going to talk you through it so that you understand what we're doing. And then you can listen to this again and follow the steps step by step. But this is definitely an expert's way of running a Facebook ad in the right way. This is the sort of setup. It's like if you're a decorator you're going to get the walls or get it, get them all sanded and get it all ready, ready. So you can do a really good coat of paint. That's long lasting and looks great. It's exactly the same. We're going to do it from an ad point of view, okay. It's winning. We've tried it, we've tested it. Formula works, have done and been doing it for over a year now, and I use it on most of our client accounts when we need to, and it's going to help you get more conversions. This will help you get more conversions in the long run. So how do we do this right. So we're going to go into a campaign account. I'm going to create a new campaign. And we are going to go to traffic continue. And then we are this will build us our first traffic campaign. Now I'm going to go manual traffic campaign. We don't do don't do the recommended or the advanced. Plus we're going to go to manual. And now what we'll do is create a one campaign, one ad set and one ad. The trick is here that we're not going to run this. What? I want each one to spend the same amount of money. Okay. So we are not going to do this. Like a lot of ways we will test ads or creatives out is we'll do one ad set and then we will have like let's say a load of ads in that ad set. But the problem we have there is that the ad budget is on the ad set. So if we've got ten ads within the ad set and we fine, and we're doing this hook test that that matters, you might find 1 or 2 of them work perfectly, okay. And they become winners. But we're not getting a true reflection, a true test of what's working, what's not. So I want to set this up by having let's say we're going to do ten. Let's use ten different hooks in ten different ad sets with an ad each. Okay. Now Are you staring at? Your ads manager stuck on how to make your ads perform? Come and join the ads clinic. A series of one on one consultancy calls where we dive into your own ads manager and see where we can turn your ads into a profit making machine. It all starts with a 30 minute free consultation call. Sign up now at the AD clinic. Com. before we go into actually building this, we need to think about what creative we're going to use and what we going to use for our hooks. Now, the way I'll do this, each one of you who knows your business well enough to understand what the problem is of the person who's buying a product or service. Okay. So think about it like that. So if I'm doing it from a Facebook app point of view, I would say I'm struggling struggling with optimizing your ads. Okay. Now that's a great topic. And people do struggle with optimizing their ads. And I hear it all the time. So I know that's a problem. But I want ten of these. Let's go to ChatGPT. We go into ChatGPT and we literally say to ChatGPT, this chap, this is a really strong hook for me. And then the hook is struggling to optimize your Facebook ads. I want to test out ten other hooks similar to this. Please write me ten off the hook. Similar to this, but I don't want you to do too long a length. I don't want that to be a long sentence. Go up to like 100 characters, okay? And put that into chat because it'll then pull you out 100 character length, ten different type of tweets which are going to be similar to that. Have a read through, pick 3 or 4 of them unless they're all great, and then say chat these four. These are exactly all the sort of ones I'm looking for. Write me on and do this until you've got ten hooks that you actually like and that you think you're going to you're going to go with, then we want to use a video or we want to use a static. Now, if you're going to use a static literally, I could just go a static for me. Could be someone looking at their laptops with the head in their hands, obviously struggling to optimize their Facebook ads, and I might use that as text overlay on top of the ad. Okay, so we've got the image with some text overlay that we're going to do in Canva. Put it up, put it over the ad, and then we create ten of them, ten of them all the same image. The only thing that's different is going to be a text overlay is going to be the hook okay. So you can start seeing how we're going to build this. I don't want any differences in any of these ads apart from just the hook. Everything else have to do has to be the same when we're building a test, split test or anything like this, the the only changes are what we're testing. Okay. If we want to do a video, you can do the same way. Have a video. I can have a video of me talking quickly for 10s, talking about you struggling with your ads. And I could have that as text overlay if you didn't want to do any text, leave an overlay on either of those. You could just do the static ad with a guy with his head in the hands, and then use your primary text above the ad to be the hook. Don't put anything else in there, just that particular hook. What? We're not we're not looking for people to see the ad and then click and end up on your website going, what am I doing here? The only a small amount of people are going to see this. It's just literally a test. We're not trying to get any sales. We're not trying to get new orders. We're looking for how many people click a particular hook on that image. So ChatGPT is giving us all ten hooks. We then go into Canva. We choose the image we want to and we write the hook, the new hook, text overlay on that same image ten times. We download it from Canva, we upload it to our desktop, we've got it ready. So we go into our campaign. We choose our chosen audience, which is again just an audience that's going to be all set to. For me, it'd be, let's say, social media marketing people. Okay, I go to my actual ad, we're going to keep on all placements because it's just going to fit all placements, just going to be a standard static ad or a standard video. And I'm not going to put in a headline. We can leave the headline blank. If you're going to put the text overlay on the image, we could actually leave the primary text blank. So all it's going to be shown as that particular ad is the image with the text. Okay. We choose our website events, which is going to be our pixel. And then we have built our first ad. So our first ad is going to be the traffic campaign, one ad set with the audience and our one ad and label the particular ad and the ad set the name of the hook, just so you know which one it is. Then we're going to go in and we're just going to duplicate that particular ad set. So now we've got one campaign and we've got one ad set. We've now got two ad sets. Rewind back to where we're going to set up the campaign. I've just I've just needed to say this. We need to set this up as ad set budget. So on the campaign page you'll have an advantage. Campaign budget which is standard, is off. Keep it off. I don't want the campaign am to own this. The I don't the budget to go through the campaign. I want it to stay at the outset because each ad set is going to get like a 2 pounds a day ad spend. Okay, take you a second. So we've now created the second outset. Take your second piece of hook test copy on the image and insert into this name the ads that hook, name the ad, set the hook, then duplicate the ad, set again, name it, so on and so forth. And to have ten of these. So now you've got if we fast forwarded, you've built ten of these ads sets and ten ads. One campaign, ten out sets, each one has a different hook creative in it, and they're all named the Hook Creative. Nice and simple. Really easy. All we need to do now is press publish. I would let this run for 2 or 3 days, and what you're going to see is you're going to see clicks coming through and you're going to see the click through rate. After three days, I'd like to say that each one of these is going to have a, you know, a thousand or so impressions, and we're going to see what the click through rates are. Then you'll go back into your metrics. You'll look at your ads manager, look at that campaign, go into the ad sets and sort your columns by click through highest at the top, and you'll see your best winning, hooks at the top. And you hopefully you'll probably see some have got like two, three, four, five, maybe even a higher percentage of clicks raise. You now know what your top three hooks are that your audience are resonating with. Then go into your conversion campaign, build your new conversion campaign with your creative and your copy, etc. but you could lead with those hooks, and I would carry on with those hooks as text overlay in some way, or the first line of your primary text in your ads for your sales campaign. I use this on all of my client accounts. Works an absolute treat. If we're about to spend money on a sales campaign or a lead gen campaign, we will want to do a hook test first to find out what works. I hope that helps. Get on. Start using it and I'll see you in the next podcast. 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.