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 let's from Facebook ads with me, Nick Boddington. Today we are going to discuss keywords in meta. And you're probably thinking what matters? Never done keyword meta still doesn't do keyword, but I'm going to let you into something that I've been working on in the background with my copy, my creative, and what I pay attention to to get things working better with your ads. And I'm going to give you some examples of why we need to utilize this, because this is how it works now. So we all know that. Well, I'm assuming we all know that we're it's all about keywords. You know, it's putting keywords into your copy so that you come up on Google when someone type something in and you're in a bidding war against other people bidding for those keywords so that you'll get business, get seen above others. And we've never used this in meta. So Meta's always been about the audience. And we go from a 30 million UK audience or 300 million US audience, and we narrow that down by stacking audience interest, demographics, age, gender and things like that so that we can narrow it down into this perfect audience. I mean, when I first started meta ads over ten years ago, we would try and get that down to about half a million. Even if it was 250,000, we wouldn't have a problem. Then I remember it increased to like, you need to be in the low millions where like you need to be in low millions. That's so many people. How is it going to work? And obviously, you know, we go completely broad to the whole of the UK or our continent, right? So beforehand we would just take our video or mainly statics. We put our offer on it. We'd have our we'd put a lot of time into our copy, which obviously we still do. We should and that would get put in front of this audience. So we kind of force fed by giving it money. And the more money we gave budget to our campaigns, we could force it into the algorithm, into into those audiences to force feed what people saw in their feeds. Now, obviously during time we've moved away from that, and now it's very much based upon upon what we're interested in. So we as consumers only see what we're interested on the feed. So I guess that all makes sense. And you're all going get it. We know this. This is what's going on. Created content, creative is on your audience and the messaging has to be right, blah blah. And it is fine. But let me give you an example of some things that I'm seeing when I have conversations with the people. 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! if we were to look at ads that we see those ads that we see with, with other people we know. So the example I've got is I was on a call and I think I may have mentioned this already with a client of mine and someone in his team, and we were talking about Alex Moses ads. Have we seen them? And he said, but I bet you've seen the same ad, but with a different hook. And he was right. We went on to ads manager and we saw ads that he was advertising saying, are you an agency looking to scale? And I would obviously pay attention to that. He saw the same ads saying, are you a functional medicine clinic looking to scale? And the other girls, who are you, a creative agency looking to scale? So is you can imagine he's probably sat there. Alex Moses has and had a whole autocue of hooks to call out dress the same way, and they've just edited those hooks onto the different videos, so it gets shown to different people based on us. Now, the reason that is relevant is because and I've got there are other examples of got I won't go into them all because they're just examples and it doesn't make any difference to this. But why this is relevant is the fact that because of what we're saying, or we're reading or we are writing in our ads, meta picks up on that. So meta has picked up on conversations I've had recently where I've been talking to people. This hasn't been written down. I've not searched it into Google. I've not been online. I'm looking for something. It's just a conversation I've had. And I've then seen content from various people. One was to get out to mosey, where he is talking about a particular topic that I'd had a conversation about only a day before. Right. So there's one thing happening there. The the my device is recording that that data, whether it's the full conversation or whether it's picking out keywords. Right. Let's say it's picking out keywords, which is then being sold back to meta or TikTok, whoever, because it was actually TikTok like saw it from. And then they're they're presenting in my feed content based on the keywords from that conversation. Right. So now let's take that into us being an advertiser. If we believe that meta is reading what we write in copy, listening to what we say in a video, watching what we say in a video, reading it could text overlay captions and is watching the video to whatever's in it. As in, you know, you could the actual situation you're in, the landscape, you're in the video, the air, seeing all of that. Then we need to plan exactly what we're doing, using things like keywords so that it gets picked up even better in the algorithm. Okay. And I'm not saying that you write your copy to go like in Google. You would have make sure you on every second sentence you put a keyword in. But it has to be measurable or wise. Google penalize you because it doesn't look like it looks like a bot ized and or whatever. We're not talking about that. We're talking about. Are you struggling with Facebook ads, keywords, struggling Facebook ads? In my school, we can answer all your questions to help your ads run better. There's a few different types of keywords in their sentences and single words. Now, if I write that in my copy and I say in my video and captions, say it because it's got subtitles of what I'm saying and I have a text overlay, what do you think is going to happen in the meta algorithm? Yeah, it's going to get put in front of exactly the right people who are not searching by those keywords, but by what they're saying, what they're watching, the content they're taking in, matters AI understands to put my advert in front of that person. Another example I've got is the fact that I've got a couple of videos that do really well where I am. It's just text on the ad and quite a lot of text, and it's a video, and that video is moving very quickly, right? In fact, probably too quickly that you would think that this wouldn't be an ad that work, because how would the user in their feed be able to read it because it's done purpose to get their engagement? Now that has working really well. So how is that ad working really well to get someone to see an ad that they probably have to pause to. There we go. We got engagement to read what I've put on it because it's quite fast moving to then click through to my About Us page and then sign up as a member. Well, we have to go from the fact that the pausing of it, which we're assuming they're pausing, may not all the wording in it is so good that matters reading that fast moving text, but it's able to because it won't see it as fast moving. It just text as AI. It sees that text and is able to put that in front of exactly the right person at the right time, who might not. But I've got their engagement. But it's put them to they've gone okay, I'm interested in that. They've read their copy above it. They've then gone into my test page and they have then become a new member. Okay. That is basically what I mean by key wording your copy, making sure that you are calling out to the right people based on the right things that you want them to do. Your your right ICP. Okay, your ideal customer is basically what I want to say. What's your ideal customers problem? How can you put that into pain points? How can you use those pain points as keywords that you have it in your scripts, your audio, wherever on that ad? So meta notes put it in the right person at the right time. So is meta going towards more keywords and all this sort of stuff? Maybe, maybe in six months time we're sitting there as an agency or people get your voice off saying, okay, get a list of keywords. We need to make sure this kid words we don't know. I'm speculating, but by me writing my copy, knowing that there are certain things on there. And I say this because there are so many people's as I see, where they're not even mentioning anything really to do about their business or their problem or whatever the solution they're going to provide, they're not getting their ads in front of the right people the right time, because meta doesn't know who to get their ads in front of at the right time. Does that make sense? So try thinking about your ads like that, and I can assure you they'll run better through video static or whatever it is. Think of it like that, and I think you'll do so much better if that helps, and see you in the next one by. 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.