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. Welcome back to the podcast myself, Nick Boynton. Today on this podcast, we're going to discuss something called Creative diversification. Big word nearly did not say basically what we're going to be talking about is the new way that you need to run ads and use creative to figure out who your audience is. Because in my free school community, which is WWL school.com/the ads clinic. If you go there you'll find all my free stuff. Either way not only to get you that logo that everyone comes in and I ask them what's their biggest problem moment. And I would say that 90% of the people who come in say, how do I carry on testing my creative, using audiences, etc. and as big Red goes up there, no, we don't do it like that anymore. We need to use creative diversification to target an audience. When we have the whole of the country to go to. So let's get into how we do this. So. Hey, while I've got you, I just wanted to ask. 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 the Ads Clinic icon 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! The 2017 way of running ads, which was all very, very successful, was meta made it very easy for advertisers to become, to be lazy, essentially mediocre ads, static or a carousel. We weren't really using video then, never used again, and we could just get by with a bit of an offer on it and put it into a really, really tight demographic. And what I mean by that time demographic is you go into your ad set, you choose, let's say, let's say it's me, I'll choose. Men and female would be left alone. I would have an audience, age group. And I go, okay, well, for my services, are they really gonna be doing Facebook ads? Below 25, maybe not. So 25 below minimum. And then 55 women, max, maybe even 45. And I, I've narrowed my age bracket down. So many women narrowed it down. Then I'd say interested in, other top marketing experts that we know, Gary Vaynerchuk or something. So very interesting. Gary Vaynerchuk in the old days, that would be the entire list. Gary Vaynerchuk, Chuck's page, his Facebook page. That doesn't happen anymore. Gary Vaynerchuk and then I would narrow even more and say marketing and, narrow even more and say social media and then narrow even more and say paid advertising. So we've gone from like 33 million people in the UK down to say, half a million. An audience that's dying in the big. Let's say we went to 75 million people. But either way, we've got such a well targeted audience and we just basically get our ads and we just place it in front of them, and we have a lot of success. Dropshipping created people, made a load of money. I've been on a call with dropped sugar this morning who's just starting out and is think he's going into a world where it's become a lot harder than than it was. So where are we now? We've got advantage. Plus, even if we go into an advanced ad set and it says and enter interest, and if it's in marketing, it's still fraud. It's saying, okay, you've told me marketing, but I'm still going to go out and basically show this to everyone that it thinks is right. So we then move on to the creative side. But a little bit of a tech thing in that there is, you know, I'm sure you've all heard of a company called Nvidia, which is like top, top of the tech world. It's it's basically I think it's like bringing most of money into the stock market. That company has created a chip, and that chip is now going to matter. What does that mean? It means that rather than having tight audiences, that Chip understands what our audience needs. All we need to do is create creative diversification of lots of different ads to show to a massive market and let the AI computer figure out very quickly and very accurately, who to place that ad in front of. So I want to talk about creative, diversification. What we're talking about here is not just iterations. And this is change, because if you look up some of my earlier podcasts and I'm talking like a couple of months ago, I was talking about doing little iterations on my creative to test to see what works. So you could go so and so on my ads. And it's actually my course in school is that I will say, to run a test, you could do a video of me talking like this. I find a little bit which is great. Is is a great hope to say, hey, on this podcast, I'm going to teach you how to do this. That could be like the opening thing or I might take away on this podcast. I can go in this video or I can go straight into, I'm going to show you how you can get. I'm going to show you how you can get 100 leads in a month with low spend. And then our guides in my school to learn how to do that. Right. I might take some text overlay to call out different people, so I might I might have the same video and the different iterations will be a text overlay saying, are you spending thousands of face? Because I know converting the second one might be by using a Facebook agency and they're not getting the results and you can't communicate with them. And the third one might be, are you just struggling with that? Right. So we've got three iterations. You would build an asset, put those three iterations in that same copy for the text and just let message decide. And within within hours or if not days, very quickly Metro would find a winner. And number two you've got one. You'd switch them to off and then you scale the middle one. Now that still works. I still use it. It still does things, but we're very quickly moving into something else, which is one asset. And you could put in ten, 20, 50, 100 pieces of creative into one asset, a meter will find the ones are worth finding the ones. My phrase then I'm saying finding the ones that work probably isn't quite right. We want to have one campaign. When I say let's say 20 different ads, but we will do different things. We want mean a different environment. We won't be walking down the stairs or through a park talking about different things like, screen of my laptop, sharing my screen on how I'm building something. All these different apps are going to resonate with different people. So once we get an ad that will look at the ad account and we'll go, oh, that's doing really well. Scale it up. If you've got one. I've set in 20. After that, the only thing you can do is scan at the outset and you let matter decide which ones are working. Now, here's a bit that's kind of hard to get a head around is the fact that, let's say one of those ads is me walking through a park talking to camera, saying pretty much the same. So, okay, I'll just described and the other one is me sitting in here in a podcast studio, saying the same thing with maybe a different text overlay. Now, the consumer who was about to become a lead has seen me walking through a park saying something. Let's say that if you were using an agency and they'll get the wrong results, try. That's great. Right? He's it. That's resonated with him. But two days later he sees I want to be sitting here saying, are you spending 1000 a month and not get the results? And then he fills in the lead form and it goes, Bing Lee's come through. And I see that is the one, that one. And then over a week that particular ads have ten. And one of me walking for a park still hasn't had any leads but matter has got created. Diversification to show people ads at the time that it thinks is right to show someone an ad, till eventually it gets someone to fill in the lead form. And it might be that that other one is the one that's getting all the leads. Now, if you were to turn all the others off that lead, that particular ad might not work as well. And your lead cost goes up and you think this is gone and you turn it off. But it's actually the combination of the other completely different types of ads working together to make that one work better. Does that make sense? I hope I'm trying to make this clear now. This is a new thing for all of us. I'm testing things out. Colleagues are testing things out. Other experts matter. We're all in this phase of the moment of not knowing where this is going. We just following the results and what information we get from places like matter to make the decisions of what we're doing. So if I look at the hundreds of accounts that we've run as an agency, we've got accounts that have small budgets using very simple structures of one I've set. Most of the time we're going broad. I'm not saying we don't on all of them. We do have all the right sets where we've got interest based and these things can work. So in a way it's kind of like test these things out. If you find if you're sitting here going, well, if I have one interest group and it always works, it's got the you know, that's absolutely right. Carry on with what I say to many people as a recommendation, as it might not last forever. And imagine that tomorrow your asset manager stops you. Selecting interests that are that you've relied on has now gone. You've got to go back to the drawing. I'm stressed and figure out how you get your eyes back on working. So what I would say is just test things like, discussing iterations of certain things, but completely different things and try and fail that one. I talked about 20 to 100 ads. What we've got to figure out is that's probably not going to work with a $50, 50 pound a day budget when you've got 100 different phrases for three large, large budgets. But we don't know the answer. So matter has been given us practice so far going. If you're going to have one answer, the maximum of ads you have it is six that's now gone. They've they've taken that off where we used to read it in like account structures and stuff and some that boring towns and cities and stuff that's gone. So now we are kind of thinking is it one, is it two. There are people I'm watching and saying, you offering examples of 50 and 100 in these offsets with different budgets and things like that. So in a way it gives us a bit more creative flexibility. And because the thing that I hear with a lot of my prospects and clients is the fact that, oh, now we're going to get we're going to figure out crazy, you've got to figure out how to use Canva, all this sort of thing. It's not the end of the world because just try different things, find out who your personas are. So if you've got different types of personas, then create different creative for those different types of personas. But it's all going is one asset. Facebook will find the audience, find what's in the ads. It's very, very clever. Very clever indeed. Have some trust in it rather than trying to hack your way. Because that's what we've done. For years and years. We've been using Facebook ads. We go in there, we try and hack all these things and then do this and do that without paying a lot of faith in the algorithm to find our customers. That's creative diversification. Have some fun with your video in your statics. It's all work and statics are still work. It's all there. Have fun with it all and make some money. If you need any help, go to school.com/the ad split by free community SAS fitting out. We have about 20 people a day come into it. Join that great book a call with me through that. If you want to help with spending your money on Facebook and getting conversions, essentially, I hope so. I see 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.