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welcome to let's run facebook ads with me nick 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 at school.com the ads clinic Inside, you'll find how-to videos and live drop-in 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 the podcast with myself, Nick Boddington. I hope you're all well. If you're in England, it's nice and hot. We've got another heat wave. It's been a really good summer so far, hasn't it? It has. It's been a lot. No one can complain about that. I just don't really like the heat, particularly. Don't you? You're not good at it?

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Not particularly.

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Just in case you're wondering why my voice changed and I'm talking to myself, I'm not. It's Michael. Production. Production? I guess. Does all my stuff for me. Does a lot more. His job role is very diverse. I thought, why not bring him into these? So when we're talking, if If you have any questions, you can just ask, can't you? Yeah, it makes it a bit more communal. A bit more dynamic, I think the word is. So what are we going to talk about today? We're going to talk about how we can't be emotional about our ads. And what I mean by that is we're in a day and age now where it's not anymore plug in and leave, which was what we did a couple of years back. We would quite easily get really good results by literally doing some okay ad creative, having a spot on audience, running the and actually getting some good results from it. Those days have gone, I'm afraid. It's become a lot harder. Not so much the building the ads and things like that. It's always the same as it has been. And if you're not into meta all the time, you probably are going to think that's hard. And I do agree. But it's the fact of what creative works, how much creative works. And even for me, I'm in this all the time, but when I have to do my own ads, we are fortunate enough that we can cut up these podcasts. I can say things on these podcasts that I think would be a great little hook at the beginning. We can run those and test them out and get those people coming into our school or coming into our ads clinic, whatever it might be. And I do understand how hard that is for smaller businesses and large businesses. Some of our large businesses are even harder to move because they have so much branding red tape in-house that me turning around saying, oh, we need 10 new creators a week and let's do that and do this. They're like, no, no, no, we can't do that. When I think about the big brands we work with, the quick sign-off process is now six weeks. Opposed to three months. I looked at an account the other day and I'm like, it's failing compared to what it was last year because the way that social media advertising has changed and we've got to get on top of it. But you can do it. Hey, while I've got you, I just wanted to ask you, would you like me to go into your ads manager and actually see what's working? Because I bet your ads aren't broken and I bet we can fix something. There's a reason our top clients stop guessing and start scaling. So if you've got campaigns that are burning cash or you're having trouble barely even breaking even on them. Let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to theadsclinic.com and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy. I do see people in my ads clinic who are getting some amazing results from taking action on some of the things that we're talking about and feeling comfortable in front of the camera. Once you've done that a few times, you become really comfortable. Just like me talking to this podcast now, talking to camera when I'm doing things, you just get used to it. You forget about all the rubbish that might be able to happen. For lead gen, it's great to get on camera. You don't need to get on camera so much for e-com, though I do have some successful small businesses selling clothes where they're the ones in the clothes on their advertorials. Works really well. We know that online shopping is like, yes, online shopping has been around a while. I don't mean It won't be long before a place like Zara will have a live TikTok where they're showing all their clothes and you're buying it there and then. We've seen that happening. That's happening now. Yeah, with TikTok and all that sort of stuff. And those big brands will follow in. If they're not already, they will be following in soon. So the whole way we're doing things is changing. So what do I mean by becoming emotional to your ads is you've spent an hour, two hours getting a video right. You've done one edit of it. You've ignored what I've been saying on the podcast and you haven't created different iterations. You've got one edit of it. You've chosen. You've done a lot of work. You've gone to chat GBT. You've got your headline you've put it on there you put it in and it's like well why it's not working so then you're turning at the budget thinking i've got to spend more budget getting out there still not working i set some more audiences up because audiences they're the holy grail they were they ain't anymore they'll get people in by this time you think i've spent 260 quid running an ad and no one's biting and the analogy that i stole from is that if you go fishing and you've got your sweet corn and you've cast out with a sweet corn and nothing's biting so you're like oh so you cast out with a bit more sweet corn nothing's biting sweet corn is hence the bad creative nothing's biting so you wheel it in and you pick up a little pink maggot because you thought i'm going to go down to the shop i'm going to do what everyone else is doing they're all talking about hooks on your videos and having 10 iterations and speaking to camera and doing all these things i'm going to do the same i'm going to go and get myself a red maggot box red maggot so i'm going to cast it out there suddenly you've got a bite then you've got another bite then you've got another bite and then suddenly your landing net is just or keep net is full of fish. Those are your clients. Those are your leads. Those are your customers. You haven't become emotional on why isn't the sweet corn working? I watched a video last night and it said sweet corn works. It didn't on this day. It's not in your ad account. Your product's not selling because of sweet corn. It needs other things. In fact, you know what? You even went and bought red maggots. You should have bought the coloured because then you've got lots of different coloured things to try out. Lots of different creative, lots of different iterations. That is what Facebook's about now. To give you an example of a of my ad accounts, if not most of my ad accounts, and they'll all go this way. The structure of an ad account is slightly changing in my belief. There are some people out there that I actually listened to a podcast the other day from another Facebook ads expert. He was saying, those of you who have built an ad using ad sets and horizontally creating new different ad sets, all the same audience, then running different creatives on those different ad sets, you're wrong. It's the worst way you can run an ad. Well, my client is in a 40 mile radius of his clinic. He is spending 5,000 a week to a few million people they were 45 pounds of lead they're now less than 25 sometimes less than 20 and i'm doing it the way some expert said on his podcast that was the worst way to do it there is no one size fits no it's like i've got different ad accounts do different things i've got ad accounts where i use every different audience strategy they've got an interest base they've got a lookalike they've got an advantage plus they've got a broad they've got an ad set with five ads in it they've got an ad set with one ad in it there are so many different scenarios in there they're all working and i personally think that if i went to just one of them, I wouldn't be able to spend the kind of money I need to. What I'm sort of going to on this podcast is you're going to have to just do more than one ad and you're going to have to stop being emotional as to why. I've seen even some of my clients, you know, they're really excited. We've gone in and we've made one or two little videos. We've done a couple of different iterations. They've gone out, they've got leads come in and they've got members. And over those two or three weeks, like, oh my God, Nick, I'm so happy. I've got people coming in. I've got customers now. And I went on a call not so long back and I was like, why are you, what's up with you? You seem really down, really I was just like, got to go and do more creative. I'm like, Yeah, because your creatives now run out. You're going 25 miles out of where your workshop thing is, and the ads now aren't working. So you need to do different iterations, do some different filming, different hooks at the beginning. The first three seconds are really important. And get more people in. We all wish we could still be in the old-fashioned ways of, there's an ad, make it work. Oh, it worked. I'll come back in six months' time. Oh, it's not working anymore. I'll do another one. Those days are gone, and we have to move with it. Another example is a client of ours in Australia. Even though they've got 16 million people to go at, their reach is topping out like 4,000 or 5,000 And that's because when you launch a new piece of content on social media, Facebook, TikTok, whoever it is, pushes it out to an audience of 300 people. And in that audience, the algorithm then tests what engagement that video gets and whether to push it out more. So we've always looked at my videos and going, how can I have 100,000 people listening to my podcast? But then I've got 300 followers. None of my videos, even though we're trying lots of different things out, they're all getting stuck at that 300. But then we had that one go viral the other day. which has had like loads and loads of stuff and it just goes okay so it can happen it's just making sure the topic what you're talking about is the right thing because we're being consistent i'm not being emotional about it why not this and why that it's just the way it is but it hasn't like stopped you from doing oh no absolutely not but it's the same thing when you run an ad your reach is diminished because yes there's 16 million people in there but facebook's like no one's really engaging with us enough so it's not pushing out now obviously we're niche to our services so we're not going to be shown to 16 million people this particular client is to do with the health and fitness industry it should get shown to more than five thousand out sixteen thousand sixteen million so then it's about just getting different types of creative in there and just finding the ones that work and then like my client i talked about he spends five thousand a week on leads once you find the ones that work you just rejuvenate content that is similar to that but looks different but has the same messaging you can use the same hooks

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i think it just comes from experience as well really because i think back when i started working here it was like i was probably more emotional about it i think because you treat like as especially with videos and stuff, all the creative, you treat it like your baby a bit at the start. And then if somebody is like, if it's not working or something or somebody doesn't like it, then it kind of feels like it's a dig at you as much as it's a dig at the video. But I think as it goes on, it's just like, you've just got to kind of, as you say, like detach yourself from it a bit and be like, it doesn't need to be the best video ever. It just needs to be creative that gets you to where you need to go basically.

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Exactly. And that's the thing. And it's like, you've just got to keep on doing it. And it is a pain because you have spent hours And you don't want to go back in front of the camera all the time. I find it frustrating. It's like, well, I've got to go and go and do some more content now.

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And it is annoying. And then it'll be something that you'll like throw together will then magically work. And you'll be like, I spent ages on that other thing. But now this other thing is like, I don't

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know why some of my videos, one is still running and has been running for months now, which is the one that brings people into school. It's the same thing. It's just keeps going. The frequency is not higher. We're getting into a reach and I won't need to change. Just found one. But then at the beginning of the year, you know, I had to pull my team in to go, guys, why is like it's flat i wasn't getting any leads in nothing was happening it was like what so i really had to go do what i teach and go right we've got to figure this out but you only

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figure that out i suppose by just testing lots of different stuff but

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we rested on our laurels and i rested on my laurels and the leads stopped you've got to figure out how to fix it yeah um so yeah so that's what i mean by don't be emotional you just got to get on it get your ads working there we go i'll see you in the next one 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.