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 I welcome back to Let's Run Facebook, the podcast with myself, Nick Boddington. Today I'm going to talk about excuses and how those excuses that you are making about why matters, not doing this in this way, why it's not doing that. Why am I CPMs too high? Why are people clicking through not doing anything? Believe it or not, it's not meta, it's you. And in this video, I'm going to explain what you can do to not have those excuses and more importantly, not have a reason to have the excuses because you'll start winning at this game. Let's get into it. we've all heard about the new Andromeda update. Okay, meta has had the biggest change since I know, and I've been running ads for over ten years now. It has brought in lookalikes. We've seen advantages, plus we've seen dynamic creators. We've seen flexible creative. We've seen all these things which are brilliant, new concepts brought to the platform. Okay. And they've worked really, really well. They haven't worked overnight, which I think is what we're we're all sort of alarming for at the moment with Andromeda, is that there so much noise out there at the moment that we are all focused on? We need to change. We need to change, we need change. And I agree, we do need to change, but it doesn't need to be as fast, as drastic as I am seeing from my community and from people who are speaking to me like yourselves. So what do I mean by excuses? I've always been an advertiser with meta, who's firmly believed in that. We need to have trust in the algorithm, that is going to be showing our content to the right person to bring into our funnel, whether that's lead generation for a service based business or whether that's for e-commerce. Okay. And more often than not, people have excuses as to why something's not working. it's a very, very easy way out to blame the system. 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! I do a lot of calls where I am client or the prospect or the person on mentoring is sharing their screen for me to do a nice audit, okay, audit right in front of them can last half an hour. Now we're all auditing what's going on. The right account. And the thing I hear more and more and more is it's not working because of this is not working because of that. It's so clunky. Why does it. And people are getting very frustrated trying to blame meta on why they are not getting the performance. Now, I know this because I also have lots of clients and people on mentoring who don't blame the system, who put the right strategies in place to get the performance they need, and they win. Okay. And I'm just wanting to really break this down. On the difference between those two sets of advertisers. Advertisers who listen to our instructions from myself or other experts out there on how they should be positioning their concepts, their strategies, and how they are pushing that creative, which is so creative, led and has been for so long. But it takes something huge like this to make everyone suddenly listen that, oh my God. So the content is important to put in front of the potential customer. And then if I'm communicating in the right way to my ideal customer, they're more likely to come in and buy my product or service. Yeah. It's been like this for donkeys years. I come from a data world. I come from a email marketing world. I'm now spent the last ten years in the Facebook advertising world, and the same theory has not changed. advertising has not changed from the days of being in a newspaper, and trying to take the half page or the whole page or a quarter of the page, your headline is calling out to your ideal customer with a problem. And then there's a solution. Very simple. I know there's lots of different ways that we can write our copy, but very simply, you have a problem and I've my ad is just help to remind you of that problem and you recognized it. You've then now gone into I understand why this person has actually put something in front of me, and they have a solution underneath it. And what I need to do is cut this coupon out or call this number and I will have my problem fixed. Okay. by what that business is offering. None of this has changed. Just the platforms that we're showing this problem solution on has changed. Whether that be Google, whether that be meta, TikTok, whatever it might be. We're here to talk about meta, but the same thing applies. We need to speak to our ideal customer in a way that makes them stop what they're doing at that particular time, recognize that they have that problem, introduce our solution and tell them what they need to do next. That was very simple away. So we have been working through concepts where we talk about text overlay still works pretty well. Okay, now our testing might be slightly different, but if we've got a video showing a product or service and above it at the top we have some of white text box with some black text saying are you struggling with your Facebook ads? Do you use an agency builder but you don't like the results? Are you spending 10,000 pounds a month on Facebook ads, but not getting the ROI that you think you deserve? There just I'm just calling out the people who come into my community, and they're three examples of the ads in different concepts that I speak to my audience to bring them into my community. And I pay really small amounts of money to get those leads in. But I have seen how I've done ads that haven't really worked, and I've been paying 20 pounds a lead. I have seen ads where I have currently, where I've completely changed the concepts that I'm working with, and I've continued testing and now I'm paying two 2.50 pounds lead for the same people coming into my community, which is what I'm talking about, because that's what I'm driving my my ads towards. Now. All I need you to do is the same thing. So rather than creating some really bad creative that doesn't speak out to your your ideal customer and then they're not coming in and you're blaming will I click through? Rates are ridiculous. My CPMs are so high. it's too expensive to run ads on Facebook. My audience isn't on Facebook, everyone's on Facebook or Instagram. There are so many billions of people on this platform using this platform, whether they're slightly older demographic in Facebook or the younger demographic in Instagram, or you're running TikTok ads where TikTok has got this, I believe absolutely right is the fact that with the affiliate scheme that TikTok has, we have content creators selling other people's products, okay, through TikTok shop. I get drawn in so much into those content creators content, sometimes I can be watching something for five, ten, 15 seconds before I realize they're trying to sell me a product. And it says commission paid right at the bottom of TikTok. I'm sure we can all recognize that. That video is unbelievable, It's pulled me in as a consumer to recognize that I've got that problem. It's pulled me in with a solution and it's trying to sell to me. I then realize I don't want to be sell to and I move on. Okay. But TikTok has got unbelievable content right now. Is is something the meta might do? We're not too sure, but we need to follow the same guidelines rather than just spending five minutes in Canva going, this is my product, put it out and I have clients like this, especially in e-commerce, where they're just going product. No one's buying it because you haven't told the people why they want it. A call it. I've just been on, this morning. Great. Great product right. Is going to the baby market. It's something a baby does. But their videos, which are kind of working, to be fair, they've got some good videos and they're getting some good return on investment from it at top of funnel. You know, trying to make a profit at their acquisition. they're going very much bottom of funnel. So they're only talking to people who already know this product is out there. And it might be a competitor product, but they're trying to go well with what I would call bottom of funnel advertising, which is like, ideal customer already knows this product. And we are going to say if you've noticed your baby's already doing this by our product instead of that, I said, well, what about your top of funnel content? How are you going to communicate? Your content, three concepts out to new audience of people who may have a baby, who don't recognize that there's products out there, don't realize that there's a solution, and haven't realized why their baby is doing certain things and that their product can sous up baby. But going, have you noticed that your baby does this? This is because of this, and we can make that baby even happier by you buying this. And this is the reason why. Okay, so that new mother or father is going, oh yeah, I have noticed that. Oh, this is interesting. I'm going to research this. And then they come in about top of funnel, and then they're going to be through the new wave Andromeda. And with the way we're going to build our ads through testing concepts, finding the different winners and those concepts, putting those into a, a scaling campaign where those concepts create their top, middle and bottom of funnel by what matter is decide to show someone at the right time, step and down that funnel journey. That's perfect. But we can't start with rubbish. I can guarantee if you start paying attention to your creative in the right way, and actually sitting down and looking at the different concepts, whether that be benefit led, UGC testimonials, whether it be demonstration, if you start looking at these and putting time into really making sure that you're talking to your ideal customer in the right way at different stages that funnel, you will stop blaming the system because things will start working for you. I say in my own business, with my own advertising, I see it across all the hundreds of different accounts that we mentor and run. I know this works, and if you spend that time doing it for yourself, you will win at this game. I can guarantee it. If you like what you've heard here and you want to hear more, click the link below or go to my school.com community school.com/the ads planet. And when you can see me talking more about all this, you can get advice of myself, my colleagues and other people in the community who are getting lots of success from the Facebook advertising. Click below and I'll see you there. 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.