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. you're running Facebook ads the way we were 12 to 18 months ago, then there's a good chance that you are burning money because what used to work Interest targeting tight audiences, going into as manager and tweaking things here, there and everywhere. just doesn't cut out anymore In this video, I'm going to show you the old way of running ads versus the new way of running ads. A way to enable you now to scale your ads a lot quicker, keep your ad account stable without having to make all the tweaks every single day that we used to do. if your cost arising your results are inconsistent, this is the video for you. But before we get into that, I just want to show you where you can get answers through videos and community in my community called the Facebook Ads Clinic. This is a community full of four and a half zero people where you can ask questions every single day and get those questions answered, just like all these other community members can also go into classroom where I give everything away. In this module, you will know how to run Facebook ads in 2026 post Andromeda the correct way. this is a very simple structure classroom, easy to watch videos to get your ads to the level of scaling. All you need to do is click the link below join 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 let's get into the old way of running Facebook ads. Here you'll see an ad account which looks pretty complex, doesn't it? This is why most advertisers waste budget and confuse the algorithm. we are sitting here saying this is the wrong way to run ads. Now this was the right way to run as we lots of success running ads this way. This is how media buyers like myself have been running ads for years and years and years. And I'm going to go through this because you're going to recognize some of the things. And I want you to come away from this video with a different mindset and thinking about how you think of lookalikes and interests and things like that. So let's just dive into what we've got in this diagram. I'm sure many of you are familiar with top of funnel middle funnel and bottom up funnel. Well, what we used to do was break down our ads in a way that we would structure our ad account through top of funnel campaigns, middle of funnel campaign, and a bottom of funnel campaign. Now, if we were to delve into it, many of you out there who used to run ads will be thinking, well, actually, we used to keep all this in one campaign. I'm not going to go into the complete structure. I'm just going from a top level point of view of how we structured our ad accounts using top funnel, middle funnel and bottom funnel. So we would look at trying to get brand awareness. Okay. And this is where we might use objectives like reach or engagement to get video views for people to see our product at a cheap rate. So if we were to choose something like a reach objective, we'll be able to push out our video content. But we might be able to optimize that for people who watch 50% of those videos. Okay. So that way we would logically think, okay, if an audience is watching 50% of our videos, they're going to take in the content that we're putting through to them. So we would use that kind of strategy to go out and find cold audiences. And then we'd be selecting with things like interest audiences or lookalike audiences. And here you can see an old favorite vase, which would be the lookalike 1% audience. What that would mean is we would take our customers. Let's say we have 300 customers in a database. We could import that into ads manager, and then we would build a custom audience based off those 300 customers from that customer audience. We can then build a lookalike so we can say to meta, take the top 1% of people and build a lookalike, which would give you, let's say, another 500,000 people to advertise to. This is a very, very tight lookalike, which worked tremendously well and still does work in certain circumstances. That is for testing. So these sorts of things, as we go into the new structure, by all means they can still work. And being tested. We are just moving away from these strategies as a whole. So this is why we're talking about the new way of running ads. then we can look at interest audiences. So has meters developed over the years. But if we go back into the past, meta is basically a database. As I came into meta advertising, I came from the database industry. So I would look at meta and going, we could choose demographics by age, by gender, by the interests, whether they are into online shopping, financials, all sorts of things that we could select. So we would essentially starting at 30 million people in the UK. And we'd be drawing that, drilling that down and narrowing that audience down by overlaying different or stacking different types of interest demographics to end up with a few hundred thousand or a couple of million people that are very, very tight and narrow of our ideal customer. that's something you're still able to do now. But what happens now with Advantage Plus you're giving meta a helping hand. You're saying, I sell women's jewelry. So I want to target people over 35 years old who shop online and have an interest in jewelry. that sounds completely logical. And it worked very, very well. Meta now has such a sophisticated AI that it knows who those buyers are of the jewelry, so we don't have to go as tie in as narrow in that. And by using Advantage Plus and selecting jewelry as an interest, you are essentially just saying to people, go out to 30 million. But I do want them have been interested in jewelry just as a little bit of a helping hand. So that would be the way we would do things in the past from a top of funnel point of view. Then as those people are coming into our website, as they're watching our video views, as they're doing taking certain actions with our company, we would then start building a middle of funnel audience. Now, again, we could use traffic campaign, or we could use lead general sales campaigns, but we would be then retargeting website visitors. So again, we'd be going back into ads manager, into our audience area, and we would be building custom audiences based off website visitors in 30 days, people who watched 50% of a video or 25% of a video, and then retargeting engagement. People who engage with Instagram or Facebook in 180 days. And we could change that to 90 days or 30 days or so then that would be creating a warm retargeting audience to remind people of what they were interested in at the top of the funnel. And we would be designing ads around that. So the top of funnel ad over here would be things like, hey, this is who we are. Look, this is what we do. You should be interested in this because this is your problem and we can fix it. And people would be interested. The middle of fun will be just starting to send them testimonials and things of that. So. Oh, that's that business I saw the other day and I watched a video on it. Now we can retarget with testimonials and carousels with more of our product offering, so they can get bit more information on what we're trying to do. And then we would take them down to the bottom of funnel, which is going in for conversions, going in for the kill. We know that these people have watched particular content because they're falling from being in a cold audience, then coming into retargeting campaign, then they might take further actions. And we can build more retargeting campaigns here at bottom of funnel going in for an offer. So if you're coaching, it might be say, hey, join. Now that needs six places left on our on our coaching webinar. Or it might be econ where you're going in for a sale. Get 15% off if you order today because we know that customer has been warmed up down that funnel. So we'd be designing our ads manager based around that. Now at the bottom here, I've got some negatives of this. And remember this wasn't a negative then. It's in the past and it worked tremendously well. These are negatives now with the new way Facebook's Andromeda is working. So budget split across too many campaigns. So we'd be taking that budget and we'd have to say, okay, I've got 50, or pounds a day. We'd have to put some at top of funnel, then we'd have to put some in the that budget into the campaign area at middle of funnel. and then we'd have to do that bottom of funnel. So we'd always be looking for how we can strategize that budget. And then we've got the algorithm can't learn with frank data. So there's going to be lots of data going on there and having to pull from different places and trying to form that ideal customer persona from all the different data things that we've got going on, data signals we've got going on, and then we've got audience overlap. So as you see here, we've got website visitors, we've got retargeting 180 days. Then at the bottom for we've got more retargeting. So there's lots of different overlap going. And at the top of funnel we would be testing out different audiences. So we'd be testing different audience groups based on women who like jewelry from a 35 plus. And then we'd be like, they also just like online shopping and not putting jewelry at 35 plus for another ad set. But we're using the same creative to go into both different ad sets, and that would start creating overlap then impossible to scale without multiplying the cost. So we'd be looking at what areas do we scale? Do we do that top of funnel because we're going to get more traffic coming in, and then we'd have to think about how much we're spending it retargeting at middle funnel and bottom of all. So it just became a lot of work was involved in doing this. Now that was all we knew. So that's all we did okay. So we didn't think we weren't sitting there thinking, oh, this is taking so much time to run the ads and set things up. It's just the way it was. Now let's have a look at how we do it. Now you can see here this is so much more simple. Campaign structure is very, very simple. This is works for a lead gen or it will works for sales generation campaigns. We are basically using a one campaign and then we're bringing it down into a broad audience ad set. So it's one outset and it's broad. You could be using advantage plus kind of the terminology as a vantage Plus as you leave it completely open to matter. Broad is where we might be overlapping women and age 35 plus. That's then turned into a kind of broad audience. It's kind of a bit of terminology when people are talking about Vantage Plus or broad, and then it's about our creative messaging and what we're putting it into our creative and ads. Before, in a way, we could have a mediocre ad into a really, really tight, effective ad set and test different tight ad sets. And that would bring us in customers. That's gone. Now we have to think about really good content going to talk and call out to our ideal customer. For instance, if you're interested in Facebook ads and you're having problems with Facebook ads, my hook could be, hey, are you spending 5000 a month and you're not getting the return on investment that you thought you'd get from Facebook ads? That's a hook. So only the person who's spending 5,000 pounds a who's not getting a return on investment from Facebook ads, is going to watch that video and pay attention to it. Or I could say, hey, using an A, using an agency, or are you now gone through your third Facebook ads agency that hasn't delivered any results for you? You're completely frustrated and you don't know what to do next. That's going to call out to people who have used three agencies and haven't had the results. So you can see how we're starting to target people based on what we're saying in our creative, in our videos, in our text overlays, and in our copy. That way, meta is then going to read what we're saying in our ads, watch our ads, read the ads, read the copy, listen to them, see what we're doing with the landing page or where we're sending our data, read our website, understand our brand. And Meta's AI then puts that in front of those niche people. So what we're doing now is going very, very tight and niche with our creative and our call out of our exact persona and what their problem is. And then meta puts that in front of those people. In the audience of 30 million people in the UK, 300 million people in the US, for example. Now, if we look at this spreadsheet, we are looking at the types of different formats to create creative diversity. So what we want to do is in that one broad audience ad set, we want to create creative diversity. So let's say we're spending $100 a day and we've got ten ads. Well, we don't want ten of the same out of me sitting here calling out, like, I would just have to to my my ideal customer with the same background, with the same t shirt, with the same glasses. That's not going to create any creative diversity. It's a creative iteration where it's me saying the same thing and changing the hook, that's just a creative iteration. What we need is creative diversity. So we might look at some static ads with the offer on it, and then some video ads where I'm talking straight to the camera like this, calling out to the ideal, ideal customer. And then we can look at UGC ads, where we could take other content creators who've been using our products or services, and they can be talking about it. So it's like, I can't believe I found this Facebook ads group. It's completely changed the way I do things. then we've got testimonials going. I've been using this Facebook Ads group and getting the teachings from Nick, and it's completely changed my business. I'm now getting a six times return. So by taking that and making ten videos for that $100 a day, we've created creative diversity in the account, which means that meta will create its own top, middle, and bottom of funnel. It may show me calling out on the video ads first. That's the top of funnel, and then it might decide that it's going to show some static ads, which show someone straight away what the commune is about and what the offer is. And so someone's then still sitting on the fence and thinking, I'm not sure where to do it. Meters understanding that person is sitting on the fence and not sure what to do next. So it decides at the right time it's going to UGC ad followed by a testimonial ad, and then it might show ratio one of the static ads again with the offer on it. And prospect then goes, actually, you know what? I've seen enough content in the right order. Without realizing it. I'm now going to click into that community. Enjoy. That's all we're trying to do. We're trying to keep it really, really simple. Now, don't be overwhelmed. You don't have to suddenly become a complete content genius. You could look the organic content you're putting through and see what works, and then pull that through and reedit it or not edit it at all and put it as a paid You could just talk to camera so you could help AI write you a really nice short problem solution script, and then you just talk to camera for 15 20s and put different text overlays over the top, calling out to your customer POV. I found the most amazing Facebook ads community. It helped me so much and have that just showing for the first five Lots of different things. You just need to become a little bit more creative with your creative and your messaging, and then you can let meta do the rest of the job for you. It's become so easy. So why this structure works? Broad targeting. Let's Meta's AI optimize simple structure is easy to manage multiple ad types test what resonates. Data consolidates for faster learning. So this is such a simple way of running air as you just need to think about the creative, think about your messaging, think about calling out to your ideal customer and you will have big wins in Facebook. Appetizing. I hope that helps. Again, if you want any more information with Facebook ads or have any questions, please go to the community with the link below into the Facebook Ads community we can help you out there. Hope to see you inside. See you in the next video. 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.