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@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. And, welcome back to Let's Run Facebook has a podcast with myself, Nick Bonnington and today Olivia Tutt. So yeah, if you're if you're in school community, then you'll now live because she, you'll just know it because she's there and she's amazing on it. If you're not in the school community, then get in the school community, go to school.com forward, slash the ads clinic where we for free help you with all your questions. There's modules. There's how to do things. There's YouTube videos. There's everything. Go in there and you'll well, it will be brilliant. Why not? Because I'll just get on the top of all this Facebook and stuff. Especially now with this on Andromeda. That's what we're going to talk about this episode, how to build your assets and stop all the confusion and stop listening to the people who are spending 100,000 a day because. And that I don't think you are. We're not, we're not. No. Even our big clients on. So let's bring it down to the masses and let's talk you through it. So let's get into it. So what is meta Andromeda? Andromeda I keep saying Andromeda, but it's Andromeda, apparently. if we look into matters, explanation here. So as usual with this, we are not going to understand pretty much anything in here. So meta. Andromeda, supercharging advantage plus automation with the next generation, next gen personalized ads retrieval engine. But what does this mean? 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! in layman's terms, what we've been doing for the last ten years in meta is been really, really good. And I would say until the last two years, there's been people just making so much money out of just throwing a load of okay stuff at the platform, using an amazing database, which is an ad set and your demographic, so you can really niche down now that's become bigger and bigger in the 20 millions and audience now. But back in the day, you could really niche down to smaller audiences. Now, what we've seen over the last couple of years is the fact that we've had dynamic, creative has come out. We've been using that for years and loving it. And we yeah, that's now turned to flexible. But what those essentially do is allow you to have ten creatives in an ad, five primary text, five descriptions of five headlines. Now, if we think about all the advertising that's going on, a meta in the world there, that's a lot of stuff going into a computer. And we look at this and it's a very, very intelligent computer. And I know that every advertiser over the last few years have been trying to fight it and hack it, and we've been saying, no, just go with that. Use advantage plus broad and you're going with the different changes that are happening. But what matters realized is, is that it's not as powerful it needs to be. And with the adoption of AI, they've now put an AI chip into, which is an Nvidia Grace Hopper super chip. It says here has gone into Meta's algorithm really simply to to help it understand us as an audience, the people we're trying to sell to you, whether it's lead gen or is e-commerce by products or services, and how much creative we can put into the platform and let it do a really good job of finding the person who's going to buy that product from the ad that's talking to that person. Yeah, that makes sense. Yeah. So we know that in the last I mean, I suppose it's been a real big change for us in the last year and a half because we've gone into different types of testing. I think one of the things that why we've always been successful, especially with helping small to medium sized businesses, is the fact that a lot of our clients will have low budgets. Yeah. You know, some some even like, can we use 5 pounds a day,$5 a day, which is like, no, no. But, you know, 20, 20 pounds or $20 a day is not unusual for most Facebook advertisers. And the reason why I wanted to explain on this video with us talking about it, is the fact that, you know, everyone's talking about the tens, the hundreds of millions of pounds a day spend, like literally. I'm not even exaggerating. There. That's a very small amount of the world who are doing that. So I wanted to do this video about how we can then restructure or teach small businesses how they can structure, because we know in our school community the Ads clinic that people are getting really, really even spending ten, 20 pounds a day, they're worried about how do I do this? I've never known any I've never known any time that apart from really lookalikes, when they came out like over ten years ago, that people are talking about so many things, so much. I'm panicking and I don't know whether it's the word Andorra, Andromeda, you know, that space and I think but people are really sort of worried. So on this, on this video, I want to basically break down how we've been doing it and what we need to do now from the accounts that we work on, small and large and medium to what I'm saying on from all these are the gurus out there on YouTube who've got, you know, these $100,000 a day accounts. Must be loads of them because there's loads of YouTube videos. So, so let's should we go into it? Let's see. Yeah. So basically let's, let's, let's just do a little bit of a diagram here. So the way we've been doing up until now, I'm not going to go right back into the past is no, there's no point. But let's say if we look at the last few years, we've had a campaign right now, correct me if I go through this new thing slightly different. And then we have an ad set and we've been working really up until now using Abo, which is ad set budget optimization. So rather than having our budget up here at campaign level, we've had it here. Yeah, yeah. But now we've, we would have that in one ad in this. Okay. And we would test one ad. Now as time has gone by, I would say in the last year or so, we've started testing different things in that ad sab and way. So let me just so we've got this ad two, ad three. Okay. And that might be broken down by Hooke's. Correct. Yeah. So we'll be doing maybe the same video with different text on it. Go into this upset, we'll find a winner and let's say that's number one. And then we'll go into different audiences. And we would say ad set two might be a lookalike. An ad set three might be interest. Yeah. You agree with that. Agree. Now I know it. Every different. Lots of accounts do different things in different ways. And they might have more creatives in here because they've got more to spend. But we would say that, you know, your minimum spend on each set would be 10 pounds a day or $10 a day. Yeah, maybe even 20, depending on how many ads are in here. So we'd start paying quite close attention to these ads. Can't be using, five primary text you just giving or five had, five headlines because we're giving too much into it. And we've sort of worked off that, that we wouldn't go more than 4 or 5 and an ad set, because we don't want to give the computer, the computer is going to struggle on the amount. So we're weirdly controlling by budget. If you got if you had each of these assets had 100 a day, then we know that we could we could have more ads in it. Yeah, right. It's more copy. Yeah. So that's the way we're doing it. And I would say there are still a lot of accounts working this way. And it works right now. The next way of doing this, I'll move this up. The new way is one campaign. One asset. And. Loads of ads. This is what matters. So this is what people are saying like 50 and the same thing. Now I don't think you need 50. No one's talking about. Well everyone's talking about this ad set. Have it or this campaign. That's the other thing. We're running on a CBO campaign for this now, really, from my experience, if you were running an Abo here or a CBO with a budget doesn't really matter because it's only being split down into here. We're not running multiple ad sets in here. So CBO is not CBO is not going to find a winning ad set. It's got one or the other. But just for ease, when setting up your campaign, just do CBO and choose your daily spend. Let's say you're starting off a 20 a day, 50 a day. Right? And we've got all these assets in here. Now, the confusing thing is here, where I've seen lots of people sort of going wrong, is that there you go. They're reading it and saying, right, 50, you need to put in 50 creatives. Code needs to be unique set up being 50 creatives. Yeah. They're basically going into Canva and just going essentially I'm going to create 50 creatives. I'm not really going to do much thought about it. And I'm going to put them in there and see what works. Yeah, but they're forgetting what we do up here, which is we actually go, oh sorry. We actually is using a pen as well. We actually go through testing to find out what these winners are. But we've still got to go through testing here. And I think this is where there's loads of confusion even in my own, because as I'm building out different ad accounts to spend money, I'm going with my old testing structure. And I've come to realize that that old testing structure isn't old. It's it's the right way to do it. So we have our our ad set here, which is our scaling control ad. So it's always going to be on and we're going to have ads in here which are going to be I would say more realistically we're going to have maybe 5 or 6, right. Different concepts. But we'll get that. But you can filter those out, you know, after a couple of weeks, months, you think, you know that message isn't right anymore. If it's more timely. Yeah I think you can turn off. Yeah. That's what tends to work. You know, you have to be running for months or so depending on like a season or it might be put on product. Yeah. And then you sort of then work at the bottom. So try them as a new when it's come in. Yeah absolutely. You could work that. Absolutely. But we wouldn't be paying attention to what the winners are. Yeah. Because what what matters essentially saying is we're not we're not doing the retargeting anymore as a campaign. It's all happening in here. And we'll get onto the concepts in a minute of how we of how that sort of works. But from a testing point of view, we're going to have another ad set, another campaign. But this one is going to be Abo. And in here we're going to have different ad sets or concepts or batches however you want to call it, with their own daily budget, but all the same audience. All the same audience. Yeah. So just to clarify, this is now advantage plus we are I'm not even going to talk about interest because I don't think they're going to be around. No I don't think so. So one thing you'll notice in the opportunity score, the opportunity score goes up to 100% when you're using full 100% advantage. Plus, as soon as you start taking out things like music off your creative or, picking an age group in the audience, your opportunity score goes down. That's metters way of saying, now you're an album now in complete control, 100%. Okay, now we don't want to. Well, I don't think we ever want to give it complete control. I thought, I think I heard an example the other day, or someone who it was a funeral company, and they put a video out and or static out, and then, like, Spanish music was over the top of it. Yeah. Dance music. So it's not great. Yeah. So you just have to tweak it a little bit. Don't. Yeah. Exactly. So let's say that's had set one, 202 and three different concepts. So I would say I'm not saying actually at the moment that we get rid of doing one video and trying different text hooks on top of it, because I still see it working as tests. Yeah, massively. But if we were to just have everything looking too similar when we move into this winning one, we'll end up with 5 to 10 or 20 or 50 ads that all look too similar. And that's what we don't want. No, and I think this is where this sort of testing bit comes in. And I think that each the ad sets, which is your different like your different topic or your, you know, whatever it might be, it could be an upset one. You have five creatives all the same video, different hooks. Yeah. But at least that then but then adds that to the creative element. Yeah. Needs to be a different concept, needs to be different. So the so the video or static creative in each ad set needs to be different for each concept. Yes. But the hooks. Yeah you can and still have the hook. Now we've been doing these concept things for a while. Yeah we've we've in the agency, we've sat down in our teams and everything and gone what different things we do because our clients have had enough span that we actually have to think about it. So for anyone who isn't who, if it's completely new to you, this way of thinking of different concepts or a different way you're going to speak to that customer, then you'd be doing it wrong anywhere. Anyway, you should always be calling out, we're being we've been calling out to up to an ideal customer for forever since we've done it. Yeah, we haven't just put willy nilly up. So outset one then, based on what you're saying, we could just do four ads in there. Yeah. So 1234 and they're going to be a test. Yeah. Right now we're looking for a winner in these. Now when we were talking earlier about even we won't even know even if we're not going to do text overlay. Let's say we've got a particular product. And that product are razor right. A women's leg razor. If that women's leg razor is going to different age groups, we've got we've got, girls who are starting, and they're thinking, you know, they're going into Superdrug and they're going on a new razor, right? And they don't know what to get because it's brand new. You've got the cheap back ones having, you know, more expensive ones so that they're, they're they're a group concept which has got loads of different stuff you could do in it. Yeah. And then you've got 30 to 50 who are going to be doing things in a different way, and then you've got 50 plus who are going to do things in a different way. So those are the different concepts of how you speak to those people. But then can that razor be used for men? So then you're in the whole world of men as well. Yeah. So you can see how these assets are just going to get more and more and more and more based on all the different concepts people are doing. But I would I'm not against carrying on with like, oh, we've got a video that works really, really well. Like it's for an example. At the moment I've got an account where a video is done really, really well and the client saying to me, but we need to move into this Andromeda way of doing that. So now where we are, we're building it in that way. But I can guarantee you, if we do that, if we take that video you're getting at the moment, which is doing really well, and we put some different text overlays over it to call out a different person, to call out someone. You will see some winners. And already within 12 hours we've seen one bringing in, purchase of 11 pounds when his average is 40 pounds. Yeah. So it's working. So I don't think I think what I'm seeing in the marketplace at the moment is everyone's gone. Oh my God, it's now all this. We need to switch overnight. I just think gradually move into this. As long as you keep this sort of set up and go wrong. I have one campaign, one on sets, and I'm going to build winning ads. Even if on day one you have 1 or 2 winning ads in here. Next week, build another one into it because of a test and then week off to build another into it. And for, you know, you've got ten ads in here and then you just keep on building. This is actually a really nice, simple way, I think. I think it's having the fundamentals there, like the groundwork, which is this. Yeah. And then as you say, slowly going into it and not being completely scared by it, because if you're then just chucking things out, making things the right thing to do, you know, not knowing what results to look at. Yeah, you're then confusing yourself and, you know, the computer. Absolutely. So I mean, I think, you know, here how much money should people spend 80% up here. Oh gosh, 80% up here and 20% in your testing. Now that doesn't have to be straight. You could do 60 to 80. Yep. Sorry. You know you could do have 40% left over here and then put 40% in here. It depends on what you're how many you're testing. Because if you're going to do an Abo which I'm advising doing, and each one of these outlets is going to have 20, 20 pounds on that or $20 that 60 a day already up here. So then you need to make sure this has got more in it. This is going to be quite hard for small budget advertisers. Yeah, they might just have to wing it a little bit more and have their 20 pounds a day up here. And have four ads. And basically not do the testing. It's hard isn't it? It's probably going really low on budgets. But we know that with all the people in our community and like one of mine, the clothing company, like a local clothing company, that's what I'm having to do because she's only got 28 pounds they'd spend. So to test actually her overall ROI, by having, you know, 30% of a 30 pound budget, that's going to knock her out all the way down because you're not going to get as many sales. So that's what I'm finding is having one campaign, one upset with the whole 30 day holiday budget. Yeah. And having that and she's about six now. Yeah. Ads in there. And then just continue monitoring and filtering out any old ones where you're seeing no frequency go up and click through. Rates go down because I've been seeing too many times. And that is working for has you all is a is a mini test in itself, but I think that's the way that people are going to have to go with a smaller budget. So would you your example of that, would you keep it in this structure? I keep it exactly in that stroke and turn off ones that just aren't getting anything yet, and then look at the ones that are and then go away, go into Canva or wherever you're doing it, build some more and add them to this. Yeah, basically I'm working from the bottom up. If I'm not with anything, you know, after 5 or 7 days, you are seeing that some of the creatives aren't working as well. They are, you know, turn them off straight away. But what I'm finding is the longer things are on actually met is now starting to not give them as much budget. Yeah, it's like they're saying actually people have seen this. It's has been very steady. It's now not. So on the before it gets that low point of results and turn them off. They allow in the top ones. I just added in too much in the middle too. That's a great point. So that's one thing that I'm finding no one's educating on. Is we've always had this problem. And I think I think everyone watching this will agree that metal will find a favorite. Yeah. Okay. Now, if I go back to that razor company I'm talking about and they've got decent budgets, right. So they, you know, they want to spend a thousand. So it's not small small money. They've got a particular ad which is winning and taking all the budget. So we've built out this, this top campaign just like you know, Andromeda says, and we've got in there at the moment seven ads that are working right there, winners, ones taking most of that budget, 90% of that budget. But it's cost per purchase is too high. Yeah. Right now you could say it from an Ma point of view, but that's coming into the into the company they're ordering. They're going to buy more razors on top of that. And yes, the company as a whole, from what they're putting out onto their spend compared to what they're taking in, is revenue that are about 1.7 Roas. Right? Yeah. But if we can bring that cost per purchase down, that rise is going to go up. Okay. But meta for now, for three weeks has favored that one particular video. Now we're in the position of do you turn it off and it's going to go to the other ones. Yeah. Or do you turn it off and the other ones still don't work as well. And your customer purchase gone too high. We've basically said let's find other winners and put them in. Now if those winners are getting 11 pounds per purchase, still don't overtake that one yet. You're in a predicament there. No, I think lots of advertise the rate of going. It's pushing to the wrong one for the wrong KPIs. Would you? In that case, I know we're saying one campaign will upset all the testing. Would you not duplicate that upset? Let's cut that one that's got all the budget. Leave it on and move it. But then we're moving away from it. I know I was saying like, what's the. Yeah, yeah. And at the moment I think the questions that people ask is like, do you keep it in that? Do you turn it off or do we allow it to have its own. But in a of to test set project. And that's where the, the gray area is isn't it. Is. Yeah. The knowledge state I think the overall thing is what's right for your business and account. And if your account works by going by saying, okay, for the last three years I've been building it the old fashioned way and the old fashioned way, still working for me, and I can still grow my business. That's what's important. Yeah, we're all in this for our businesses to grow. Yeah. With our owners bringing it into our community, those need to be as good a quality as possible for a really good price. And we can carry on scaling. And it's the same for anyone else. And I think that's the thing. Everyone's looking at all this and going, we need to stop everything we're doing now and we need to meet this new way of doing it. If it's not broken, don't fix it. No, but I think just like advantage plus plastic, we've been saying for the last three years, do you interest based audiences assets. Do you look alike at sets. Try broad. Yeah. Try advantage plus and we know for all the people in our community the people come back. So I'm doing that. But my interest is and my, my interest is still brings in all the money over and top advantage plus. But you say that Advantage Plus is the way forward. Well yeah. But if you're still making money that way just carry on making money that way. Yeah. What do you say. Don't change it. It's not not broken. Don't change it. Yeah. And I think that's the thing I think everyone I think more of the stories, everyone's watching YouTube at the moment. There's a lot of noise going on about this. Yeah. And remember who you're watching and hence why I started this video with for small and medium sized businesses. Yeah. We're not spending 100,000 a day. Yeah. There are businesses. Yet those big companies out there that other agencies are running, they all do it, doing it, and they've got lots of data to work with. But there's a huge difference between someone spending 100 pounds a day and 100,000, and you can still grow a business at 100 pounds a day. Yeah, you can still grow a business 50 pounds a day. So that's the moral of the story. Yeah, but I would say friend who's watched this video use this concept what we're talking about, it's really nice and simple. You're not having to spend silly amounts of money, and you can do the testing and move into Andromeda if you find you're still getting results and things are still work and carry on, just have it in mind that you could start testing in a different way. And if you want to know more and work with live and I and the rest of the team go to school.com/the Add to Connect link below in the comments and in description. So completely free. And you get to speak to us all the time but we'll click on that link. Thanks for watching. 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.