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. Hello and welcome back to Lecture on Facebook as a podcast with myself, Nick Boddington. Today, if you've read the description or the title of this podcast and you're in this category, the health category, you'll know you're in it because your ads will suck or not show you any reporting whatsoever. if you have read that or you read this opening thing and you've heard health category and you're like, I am in the right place, you are in the right place, because I'm going to tell you how you can 90% fix it. And I'm saying 90%, even though I've had 100% fixed so far. There are. It might be that I can't you can't fix everything, but you can give it a go. So let's get into it. So what is the what is the health category? 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 health category is a category that doesn't come up in, you know, when you can do special category ads. Yeah. So if you're in employment, financial housing, you have to admit you are and put it in a campaign stage at the bottom of the campaign. When you create a new campaign, it says special category, right? It's not that the health category comes upon from an incident that happened maybe even three years ago, but I think this is really sort of effective in the last two years, especially with my accounts. Is that the the metal read? Look at your asset, look at your account at your website, most importantly your websites and what is on your website. And it will decide whether you're in the health category or not i.e. you are a chiropractor, you sell products to pregnant women, you are into functional medicine. I've even seen cases where you are helping people build confidence by talking on stage, and they fall into the health category. It started about because, you know, all that. We've got the data going back and forth, back and forth, back and forth using our Pixel and Conversions API. Well, long and short about it is and I don't know the full details, but this is what I have heard. There's a period app called flow which has got billions of users as far as I'm concerned, billions. And they advertise on meta. And the data was going back to meta as it does. We need to learn. But some very clever people at flow came to realize that too much data was going back to meta, and opened up a lawsuit towards meta about taking those personal details when they didn't need to. Now, I don't know the iniquities of it, so so we won't go any further than that. But either way, flow flow app one. And I think the suitcase was, I think the amount was between 500 and 750 million. Right. A lot of money towards $1 billion, a lot of money. So in the EU then because it starts in the U. First, those privacy private privacy laws came into place and meta basically said if we if we feel that you are in the health category, we will not send the data back to meta. So what that means is you can still run an ad, but you're going to find it really hard to optimize, because if you're optimizing for a lead to get someone to fill in a form or a complete registration or whatever it might be, the data will go over. That person will fill in the form. But the event that you would say there's a lead doesn't go back to your doesn't go back to meta, doesn't go to ads manager, doesn't go back into your gets blocked. So you end up not doing very well on ads, because we all know with ads that we have to basically send that data back to meta to find better people and to get better and better that learning phase. Right. That stopped. Now, that's not a good thing at all. So it happened to a couple of big clients of mine. The first one, med matrix functional medicine, happened about a year ago. Now, the interesting thing was there that that was all fine. It was in the EU. And then obviously it's gone into America. So it doesn't matter if you're advertising in the in the EU or whether you're advertising in the States, whatever. If you are in that category and meta deemed to think you are, you're screwed. Basically, until now, I through that particular client, came across what I didn't come across. I already knew of them, but I didn't really think it would work this way. We started using heroes. Okay, h y s and heroes was created by a guy called Alex Becker. And this was due to the fact of when I was came in. So back few years back, Apple decided that it would send a text out to everyone. Or the next time you opened an app, it would say, do you want to share your details with back to the platforms to like protecting its users? Right? And everyone guess what they went. No, we all quite optimistic. Think yeah, I don't think to many people everyone basically said no, don't share my details. So you can imagine we went from 30 day. Ouch. Of 28 day attribution matter. We had to go down to seven. Oh it was, it was a, it wasn't a very nice time. And some particular platforms like heroes started where they, they figured out a way that they could send that data back to meta. And it is now an amazing way to run your ads, and you definitely should if you can run your ads using heroes, if you have the budgets for it, if you don't have the budgets for it, I think it starts at 2.99 a month and then goes up with ad spend. But I think you can stay on 2.9 for quite a while before your ad spend takes over. Now for smaller advertisers, you'll think, well, there's no point, right? You don't. I don't even use high rows for my own stuff. I mean, we spend a decent amount, but I haven't found the needs yet and I only send to my school so I don't find the need yet to do that. But if you're in the health category, it is definitely something you want to try. So whilst we were setting this up, we got to set up in a couple of weeks into it, I was like, the data is still not going back. So because High Rise was sitting on the pixel that we were using for the particular client and it was still not coming back, and I was like, this just isn't working. And luckily they give you a 90 day like cooling off period. If it doesn't work, they'll give you your money back. So I think to lose right wasn't going back. So we got on the phone to the engineers, one particular guy, and called Mike, and we were just like brainstorming ways to do this. And he went, I've got an idea. Why don't we? We can set up a high Ross pixel. Now that high Ross Pixel isn't set up from an events manager, it's set up from within heroes. So because you've already got your your funnel laid out and high rise is following where a user would go through a pixel, they were like, well, he was like, why don't we just set that pixel up in high rows? And when someone it can be on the same page. So when someone gets to that form and they submit it and met us blocking the pixel from sending it back, what if it doesn't get blocked and it goes through the heroes pixel, which sits in inside high rise and not meta, but then goes back into event manager because as you set this pixel up, it then does set an event up in in ants manager in events manager. So you're not going from events manager set up a pixel called call it. You're setting them in higher oz. It then shows up in pixel in events manager. And guess what? It worked. Suddenly all the data is coming back. We can see it. We can see all the data. Now you can either then sit and run your ads inside higher Oz. You can't stop and play and build them, but you can see what's going on in high rise. Or you do a chrome extension and you can actually see the columns. If you look at my YouTube video I showed I do a video about this so you can actually see me going through it. You can see the columns. That particular client wouldn't be alive. They wouldn't be around now if that wasn't able to do what it did. Right. So then I started moving it to a few other clients and it's working. So now I did my I did a YouTube video. Sorry, my YouTube video was last week because of YouTube video. Now I'm going to link it in the description below. You'll see that video. And now people have started coming to us saying need help, need help, need help. So I'm putting that out there for you guys that if you're in that health category and I'm not coming up, this not a sales thing, I will tell you how to do anything you want to call with me, and then you can go off and carry on in your ads. I just want you to be a successful advertiser. But if you do need help, then we are here to help. If you're in that health category and you're having problems with it, you need to use heroes. You need to use a higher pixel which will send the data back through it, and it will fix your problem. I've got a couple of accounts now that it's been tested on, and it's starting to look really, really good. So if you are in that health category, do pay attention to this. Watch the video that I did last week on YouTube and you'll see which one it is. It's called the health category, but be in the description and do that because I think at the moment it is your fix to get fixed and carry on running ads. I hope that helps. See you on the next one. Bye bye. 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.