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 and welcome back to Let's Run Facebook as a podcast with myself, Nick Boddington. Today I want to talk about creative, the area that most people moan about more than ever and are moaning about more than ever because it's getting, is it harder? You've got to be more creative for your creative excuse. That little bit of drama. Why? Because the algorithm is changing. Why? Because consumers are consuming content differently. Why? Because TikTok was created. It's messed up the world of Facebook advertising in the way that we know it. Small businesses, large businesses. It doesn't matter who you are, who you are are finding it really, really hard to keep up with the creative fatigue and how quickly you need to be creating new creative or iterations. Creative has always been king. The creative is what stops the scroll. Essentially, the hook is what gets someone interested in first three seconds. And if is a video, the three click through. Sorry. The three play is what makes someone watch it. those elements are really, really important. If we go back three years or if we go back even longer to when I started in this, you could have an ad running for months, months, six months. I've had I've had runs, ads running for 12 months plus, and they've never had to change because they've just got results. And an easy way to sort of say this is I describe in my analogy is describing like a database. Now, I don't know how many of you have bought databases, but when you're buying a database, if has consumers or businesses, you have demographics. And it's kind of like how Facebook's database in its audience is is created the same way we all have a database would be simply let's say it's a business database. Is all the businesses in the UK or America or Europe a business? Yeah, the contact app business and who that contact might be. Usually a senior decision maker. How many employees it's got, where it's based, what it's turnover over simple demographics like that. Right. And if you bought a database to do an email campaign, we know because I'm sure all of you have got email addresses and you go use MailChimp or Klaviyo, send an email out, you'll put a thousand email addresses in, press send, and probably 98% of those get delivered. Okay. Done. Facebook used to be similar to that, so you could build an audience of 200,000. So when I started this, we'd have audiences like 200, 500,000. If we got to a million. That was kind of like a bit too broad. It was like, we need to slim this down. We could choose on athletes. I remember doing, a gym that I had where we grew it by choosing CrossFit, CrossFit athletes, we could actually select the name of CrossFit athletes. Now you've got a huge Kim Kardashian style to be able to be found on the audience. And we pretty much knew by our reach because we'd look at the same metrics we look now to reach our ad would still reach. I'd know 250,000 of 300,000. Okay, a lot of people would see that ad now as advertising has got tighter and really more. I would say that TikTok's come around is that Facebook got into a bit of problems. We don't know this, but I know this in the way that because I spend all my time in these platforms, TikTok got so popular that Facebook is having to go, we're going to lose our market share to TikTok. And I know now just myself, I spend more time in TikTok being entertained than I do learning or seeing stuff or watching what people are doing in Instagram. I probably spend ten ten minutes a day on Instagram and I spend 30 minutes, 45 minutes in TikTok. Okay, so it's losing market share. So how does it stop losing market share? It makes the algorithm so tight that you and I, as consumers on Instagram or Facebook, are going to see content that we that we really, really want to see. Yeah. Does this make sense to everyone following this. You go open Instagram tonight and you're going to see content you want to see. If you don't see content you want to see, you're going to go to somewhere else, probably somewhere like YouTube or TikTok okay. That's the problem. So 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. if we go back to that ad that's running for ages, that gets in front of all these hundreds of thousands of people and you're getting sales from it. It's because the audience is huge. Facebook's showing it to a huge audience, and you're getting that through. The problem is now that if you've got a million in your audience, you will probably only reach with the, the, the a mediocre well, a, an ad will probably reach, let's say 10,000. That's it. And you'll reach will start going. You'll start seeing your frequency go up. You probably don't see the frequency. I see the frequency. Is that something I look for straightaway? But you'll be going. Why is my lead costing my one of my sales costing so much money? Why? Why certain? Why is my click free? Right? Right. Not here. It's because you've run out of audience. Audience? Reach for your ad. The only way around this now is new creative. Because that audience is there. Those million people are there. But you've got to get to them in different ways. And in fact, creative aid in work, you need creative. Be all creative. See if they don't work in you. Creative d e f g g thoughts mean it just keeps on building up and building up and building up. And that is guys truly the way around. It is what I have to do my own ads and I've got so many accounts which I would say my most successful accounts are the ones where the company owner is on board with the creative, and they help with the creative, and they produce a lot of creative. How you built the ads isn't the be all and end all. Yes, of course we've got to strategize. And so one night in my diary, for instance, has every different audience strategy, built in there and they all work. But if I go to the smaller businesses and the one I've got in my head right now is a company in Portland, in America, they go to a 40 mile radius. So in a 40 mile radius, we know that a couple of million people. Right. But this is to do with their product is functional medicine. I don't even know how many of you out there know what functional medicine is. If you have heard of it, what it actually does. Okay, so I would say that depletes your audience. It's not like you're selling hamburgers to 2 million people and saying, hey, we're a new restaurant that's open in Portland. Come and visit us. Has 50% of your first order. It's going to get to all those people, and you'd hope loads of people come into it to about functional medicine. Now, what we've come to realize running this particular account and we it on a a weekly weekly calls where we talk about I have a call with the owner and we talk about the ads for half now. And then on Friday we have half an hour where we have other members of our teams come in, and all we do is talk about creative. I'm not saying this that you have to have meetings. I'm just saying if you want to have successful ads now, you need to be thinking creative on the forefront immediately and think about how you are going to get more views. This podcast that we're filming now is going to be used. It's going to be cut up, and it's going to be used for different creative, for different types of ads. So I'll be running for the business because I know that this needs to change quickly and quickly and quickly. So going back to that ad account in America, we have called every Friday and we build new ads. Now he's only got 40 mile radius, so it's not like he's got the whole of the US to go out to. And it's just endless amounts of different notice. He's only got the amount of people that live in a 40 mile radius of his clinic. Okay. So what we'll do is we'll do a video. While we won't hit the client, we'll do a video. And some of our winning videos are where they're just walking into the clinic. Okay. So it's just literally a P.O.V. walking into clinic that we're receptionists are waving. I can see my hat. The hat. Now they're waving in reception, and then it's got some background things of different things happening in the clinic, some of the equipment, we've put some music over that, and then we've put some text overlay. That particular video, which we call walking, has now had ten different iterations of changing the sequence of how the text gets put across the top. We found winning things that if we put a little pin and say, Portland, Maine on the opening of the video, every video we have, the little pen works better than the others. So we know that's, something we have to do. So every video we do, we have to have the pin and then we know that advanced testing works really well and functional medicine works really well. So we try and get those in the first five seconds along with other things. So that is creative. 15 different iterations. Now of those 15 different iterations, I'll build one campaign and I'll test five out. So it'll be one campaign, an ad set, which is the same ad set as all the other ads that are running, and I'll do five ads, 1 to 5, okay, Facebook will go through those ads and it will usually find a winner within 48 hours. It has found a winner and it stops serving any budget. So those are the four ads. I take that ad and I carry on going with that, and I probably turn the budget up a ten year, the four off, I'll create another campaign, same audience, same demographic, same radius. And I'll say walk in. Let's say it's called walking. Remaining videos and I'll do the other four. Now, this is now we've still working only five days. But remember we had 15 iterations. So this is keeping us constant every week. As soon as one starts going to home, price and we're not getting the least three we turn off. But I've got another ten iterations to set up in the same testing way to go through the account and the account at all times probably has 6 to 8 different ads going, and it's top of funnel campaign. But we know that we've got a database now of database. We know we've got a file full of different creative that can already come out. If we see another one working, we go, okay, well what worked on the walk? And let's take let's take the text and let's put that on top of another video that we want to try out. And we just try all we're doing is just getting new creative into the algorithm, into the same 2.5 million people, because once triggered, once they Joe blogs are seen one and gone. Now I don't like that. But then the next day he sees another one goes, resonating with that. That's engagement may click. That's all we're looking for. How the less and less how you build the as we know this with Advantage Plus and Facebook is trying to take over that sort of stuff now is important. But it's not the most important. If you don't have creative that's engaging. Or, and it's just not getting the attention and you just going to have to keep trying and trying and trying to figure out what's working, what's not working. And then when you figure out what's working, do more of what's working with different iterations, you don't have to go back to the drawing board every time. You just need to create different iterations of those creatives. Take them forward and keep on building your ad account with lots of different creators is the hardest part of it now, because what we all want to do, guys, I know I'm the same. I just want to put an ad live and have it work like it did five years ago. It's gone. Those days are gone. We can't be doing that anymore. If you're just coming into advertising like this. Just creative, creative, creative, that's all we need to think about. Get ready, go to a Canva, get ready, go with your iPhone and just start putting things together. I hope that helps. If you need any help from me, you know where I am. Go to the ads clinic.com, jump on for a 30 minute call and let's see what we can help. See you in the next one. Bye bye. 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.