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. Most people think that Facebook has failed because of the targeting. what if I told you from running hundreds and hundreds of ad managers it's not the targeting that makes your ads fail? It's because you're not getting the creative right? Why? because creative is a new targeting and in this video I'm going to show you different types of ad accounts that we run ourselves. And the difference between creative that does call out your customer to creative, that doesn't call out to your customer and you will understand By the end of this video, how to do it for your own ads. But before we get into that, want to introduce you to the Ads Clinic. This is my school group, completely free, where you can join 4500 people by going to this page and joining, you'll get access to my community or fellow advertisers from all over the world asking questions about their Facebook ads to get them right and get them profitable. You'll also have access in here to my Facebook Ads Masterclass 2026, where I show you how to build as Post Andromeda to get extremely profitable ads for your business. You've also got a calendar here with plenty of drop in calls, all for free. go and check out the link below and come and join the Facebook out to clinic today. 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! So it's very, very confusing for a lot of people because over the last ten years we have been targeting our ads through interest we'd have our creative, we'd have our assets, those ad sets would be built up through different types of interest based. And what we'll be doing is, is chasing those different interests to find the bits of data nuggets that hold our ideal customer, and all we're trying to do is pull those customers out and get them to our location to become customers. Now that has changed. Post Andromeda. It's completely changed. We are just not doing that anymore. So you may have heard of media bars like ourselves talking about broad targeting and vantage, plus calling out to your ideal customer through your creative and you're probably just understanding, how do we do that? So let's take a look at what I mean by interest based. you can see with this particular ad set, we're spending about 5000 a day in the US on this particular ad set. And you can see in here the only thing we've got chosen is obviously where they're based up here, along with 30 plus age group. And there is no detail targeting. Now, what we mean by interest base is what we would have done prior to Andromeda and prior to broad targeting. It's been going on for about two years, we would have gone in here and we would have put demographics in it. So if I'm looking at Facebook ads advertising, I would have looked at social media and see what comes up. So we'd go social media. Online media would choose that one. We've got social media and marketing down there. So we would start finding the groups of people or interests where they would hang out. Now, we've been doing this for years and years and years and it's been extremely successful. But meta is changing and it has changed a lot in the last 12 months. We are now most of the time going broad or advantaged. Plus now the difference between the two advantage plus is when you would just keep everything. Let me make the decisions completely on its own. We've gone broad here, which means that we're putting in a bit of an age range that we want to go. We don't want to go below 30 for this particular client. So that's the that's essentially the only difference. Now let's go on to what we mean by calling out to our ideal customer through our creative. So what I'm going to do there, I'm going to go into my own ads first. And we've got a couple of ads here where we've got some creative here of how to run Facebook ads the right way. So it's an image of myself, I'm pointing at my school community. I'm making the consumer of the particular prospect aware that it's a school community at the bottom with a CTA. Join our free school community. the calling out to our ideal customer is through the text that we've got here. So for business owners making five K per calendar month, how to run Facebook ads the right way. The only people who are going to now pay attention to this ad. Our business owners making five K per month who want to run Facebook ads the right way. So we're going to be looking they're going to read this bit first. So how to run Facebook has the right way so that if they're struggling with their Facebook ads, I could also use are you struggling with your Facebook ads? And I do so in various campaigns. on this particular one, how to run Facebook has the right way. If they're struggling, that's going to resonate with them and that's going to catch them. It's going to be the hook that captures them in, and they're going to then probably then read more. They might read this bit above, which is for business owners making five K in a month. They realize that's them, or if it's not them, they might think, do I check out this this particular link? Is it right for me? you can see how we're starting to call out the various customers. And we can use different types of creative and different types of wording to do so. This one here, I'm not mentioning Facebook in here, but I am in the top part of my text, so I can't believe we're giving all this away for free. It's going to grab someone's attention very, very quickly. And then they'll read the text, which is tired of throwing money at Facebook ad campaigns that should be working. Join my free school community where businesses come to get better results. Fast free training videos. Expert advice. Now bear in mind here you can't see it on this particular one. if we were to look at this as an actual Facebook ad post, we would have a Seymour dot just around here just above come to get. Or it might just be to the right hand side of better results fast. So they're not going to see unless they click see more. They're not going to see these ticks. So what we want to make sure is that in our first sentences we need to get much information about calling out to our ideal customer as we possibly can. So tired of throwing money at Facebook ad campaigns that should be working. The people who are going to read that are the people who are tired of throwing money at Facebook campaigns that aren't working. So that's what we mean by calling out to our ideal customer. Now we could also as another trial, we could take that and we could put that text on top of this one. So my face of going like this could actually work quite well if we were to use that particular tired of throw money at Facebook ad campaigns should be working, putting that text on top of here. Or you could move around and have that text up their move. I cannot believe we're giving this away for free. Maybe down here. it's just starting to test out different type of things now. And I wouldn't worry about your kind of layouts because you could think, well, putting too much text on might get a little scrambled and it might be too much text on the image. I would try things out. Guys, I've got some really, really ugly ads that work really, really well. So again here, same hook for business owners making five k month how to run Facebook has the right way. You've also got me dressed up as a doctor. Hence you know it's called the Ads Clinic. So I've tried to keep that within the niche. little bit of humor it might track someone it might actually detract, or it might bring people in who think that I'm going to talk about something to do with medicine or something like that, but then they realize that this is not for them, because I would go how to run Facebook ads the right way, so then realize this isn't for them. We've got a video here, which I can just play in a second if it does play. So again, we're going with this hook, these hooks have been working for us and our team. So my team have looked at let's carry on working with this particular hook because it's it's working really, really So let's play this. I literally can't believe I'm giving this all the way for free. If you're running Facebook ads and you're not getting the results you need. I can't believe I'm literally giving this away for free. If you're running Facebook ads and not getting the results you need, that is all happened within the first five seconds. calling out to our audience within the first five seconds with a hook that they are resonating with. I've gone in for the I can't believe I'm giving this way for three. That happened in the first 1.5 seconds, just under two. And then we're calling out to them again by telling them that it's about Facebook ads. So there's some examples of what I'm doing right now. we go into this one, this is another client of ours. you can see here after running loads of tests for hooks, this client spend quite a considerable amount money. They spend about 5000 a Your doctor said your labs are fine, but you don't feel fine. So we tested lots of different hooks out to try and find out the hooks that resonate with this particular audience in the state of America, and this was the winner. And this is resonating really, really well with the people in that state. Now, the other thing we've added here is in South Portland, Maine. So we've found with this particular client and others that if we put a the geography in the location on the ad prominently, we will get better leads coming through, because those people are in in the exact radius that we want them to be. So they've realized that they agree with that. Your doctor said the labs are fine, but you don't feel fine. So they're thinking, no, I still don't feel fine, even though I've been to the doctors once or twice. And this clinic is in South Portland, Maine. That's ideal for me and that brings them in. We've also figured out over the over the months that functional medicine, using the words functional medicine is a great hook. So functional medicine and advanced testing in South Portland, Maine. So people understand functional medicine and advanced testing. That's something they've been researching. Will see this ad. And in the first instance know that this is exactly for them because that is what we are talking about. We have got the same thing here. Preventative testing in South Portland, Maine. Claim your $100 voucher. We've got some scarcity in here for only 2020. Available. And then some of the particular tests that we'll be doing gut mapping, hormone testing, toxins, heavy metals, genetic testing, cancer detection, food sensitivity. So again, we're calling out to the people, only the people who are interested in preventing testing in South Portland, Maine, are going to be interested in this. And then a bit of scarcity and a bit of offer here of $100 voucher. Let's play one video here for you. This is the start of what we had one of walk ins. Again, you can see we're calling out to in South Portland, Maine still feeling awful after being told everything looks good is another hook that we've been testing and it's working. So we would let that play. So they had the big 30A few years ago, I decided I wanted to take it so you can see there, since I hit the big 30A couple of years, a couple of months ago. So we're talking we're calling out to that age group. So we actually ran this ad using different actors of different age groups. So we kept the same video structure. Everything was saying because we know that video structure works. We've kept it in South Portland, Maine, but we also had different age brackets of people with the same hook. But they would say the opening line differently since turning 50 a couple months ago, since turning 60, a couple of months ago, since turning 40 a couple of months ago. And then we'd be hitting different personas because again, we're calling out to the persona that we're wanting to target. Needs met matrix. Since I hit the big 30A few years ago, I decided I wanted something else in there. You know, after five seconds, which is our hook time, we then claim your $100 voucher and free assessment. So I hope that gives you an idea of what we're talking about when we're saying calling out to your ideal customer and not using the interest base an ad set. So as the beginning of the video I showed you, that's what we used to do by choosing our interests, which we're not doing anymore. We are now calling out to our customer, our ideal customer through our creative, whether it's statics or whether it's video and voice over the top of the video. I hope that helps and I see you on the next video. Remember, if you want to help with your Facebook ads, join the link below and join our school today. See you soon! Thank you for joining us again today. 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. You.