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 Run Facebook as a podcast myself, Nick Boddington. On this episode, I want to talk to you about the algorithm and how it finds your ideal customer. One of the questions I just get asked all the time by my community is, what do I mean when I say you're you need to call out in your creative to speak to your ideal customer. And people are just like, I don't know what you mean by calling out to our ideal customer. I. And I want to tell you of an example, when you record a video and upload it as an ad, as that when you go through the creative tries to wants to make you some statics. And the other day when I was doing this, I realized that what I'm saying in the video is being pulled through as the text overlay on the static, and it's really, really interesting. So why is this important? We don't do interest based targeting anymore. You know this we sit in our ads, we build creative, and we try to build creative that calls out to our customer. We don't go into ads manager into our assets and start choosing demographics. And we don't choose interest based on their shopping habits or their interest in jewelry. We don't do any of that. We go completely broad. You guys know this. We've been talking about this for years, right? the question I still get asked is, but how do we call out in our ads? You just need to call out to the ideal customer by saying things like this. So if I'm doing an advert it my adverts would start out like this. Are you a business spending more than 3000 a month on Facebook ads, but you know you should be getting a much better return. So I've immediately told meta something about the person on the reach. Their A business owner. They're already advertising on Facebook. They're spending at least three zero a month and they're unhappy with their return. Or I could say something like, have you gone through 2 or 3 Facebook ad agencies in the last year, spent thousands in management fees and still not got the results you expected? Again, think about everything I've just told meta about that customer, right? If you go into ads manager and I'm going to do this now while I'm on this call and I'm going to tell you basically what I'm doing. 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! gone into ads manager and I have uploaded one of my videos, and that video actually starts with, are you a business? Spending more than 3000 a month on Facebook has, but you know you should be getting a better return, I hope. Load it now when I've now it's loaded up, I click next and it goes through to my text page where I can put my copy in, and then I click next again and it starts the AI generation, which creates statics, not videos. It does make videos, but the videos just look horrendous of me. Like changes my whole face. This is the statics. Takes a little bit of a while to load up, but as it's as it's doing it, it's basically listening to what's in the video and reading what it sees in the video. Okay, it sees me just walking in the countryside holding a microphone to my, you know, little microphone thing to my face, but it can't see any text. It's listening to the text. Now here we go. It's just come through with its examples. And now I'm starting to see examples on the page where it's saying things like ion agency that spent thousands on Facebook ads, are you spending 3000 a month on Facebook ads and need help fixing? It's got another one here which says I fix meta adds another one here, says I fix Facebook ads, another one here that says don't use an agency. Now these are as I'm describing, these these are all mixes. And it's trying to lay this out with the headline and some subtext and a little CTA at the bottom. But the moral of the story here is that it's it's listening to what I've said on that video. Right. And that's the really interesting part here. If Meta's AI can listen to my video and understand the context of what I'm saying and then turn that into an entirely different creative, then meta understands the content of my video. It's not just seeing me talking to camera, it's understanding that I'm talking about Facebook advertising. It's understanding that I'm talking about business is already spending money on Facebook ads. It's understanding that I'm talking about poor return on investment. So understanding that I'm talking about businesses that have potentially bad experiences with agencies, and all of those are signals on who might add is relevant to. And that's why what you're saying in your ads matters so much in the old. So in the old way light years ago now it sounds like it is, but it is kind of like years ago. We'd be going into, we'd be having to think about and we did this as an agency. We'd sit down with our client and we'd go, right, what interest can we target? What the job titles, what behaviors? For social media, I'd say, can I get in front of the Facebook page admins target people interested in Facebook advertising? Would we build a lookalike? But today we're asking the different question, right? It's how can I make an incredibly obvious sorry. How can I make it incredibly obvious to meta who this creative is for? And that's where you're messaging and what you're saying comes in, right? for things that you're creative should communicate, I want the creative to communicate for things who they are. So mine was. Are you a business owner spending more than 3000 a month on Facebook ads? That's the call out. What's the problem? They have you're generating leads. Remember saying, yeah, you're just describing it. You're generating leads, but the cost keeps increasing and the return isn't where it needs to be. That's their pain point. What they've already experienced. You've tried different agencies, changed campaigns, tested, tested different audiences, and you're still not getting consistent results. Now we're describing their current reality. And then we need to talk about what they want. So something like You don't necessarily want to spend less. You want to know that when you put money into meta, you're getting a predictable return back, okay? And that's their desire. So think about how much information we've just given and they'll think, that's me. That's what we want this person to think. The right person who's seeing that ad, reading the captions, listening to the listen to the audio, they're going to think that's me. And don't think that this applies to what you physically say. Think about all the information that we're given to meta to get the creative. You've got words saying primary text, the your headline, the captions, the text overlaid on your video, the imagery and the people or products appearing in the creative the landing page is sending people to. All of this just gives meta context around what your what your ad is about and who is likely to respond to it. So instead of obsessing over whether you should target 15 different interests or start obsessed over whether your creative makes it absolutely obvious who they're trying to reach. So let's imagine, I want a business that is already spending serious money on Facebook, as I don't want someone who's thinking about spending 10 pounds on their first campaign. So I want to I shouldn't create an advert that says one better results from Facebook ads. And that's incredibly broad, right? So I would probably use that for my free school. One better results from Facebook ads, because I just want people to come in who are looking for better results. But if I'm going to do it from a point of view of trying to get high ticket for our 1 to 1 services, I want to talk to businesses who are spending more. So that would say something along the lines of are you already spending 3500 or even 10,000 a month on meta ads? But you're frustrated because your return hasn't improved as you've increased budget. Now we've got specificity specific now, specifically the word. Now we're being specific. I've described the person, I've described the situation and I've described their problem. So I've told meta exactly who I'm looking for. Another example could be for when I'm trying to get to an agency. Sorry, someone who's used an agency, I could say instead of saying looking for help with your Facebook ads, because again, that's really broad. I would say if you've hired 2 or 3 Facebook ad agencies over the last 12 months, paid thousands in management fees, and you're still getting there and you're still sitting there. Wondering why your ads aren't profitable. I want to show you something. So that one there is completely different. And I'm calling out to Facebook people who've used 2 or 3 Facebook ad agencies. And I know that works because I have so many people coming into our business who have used 2 or 3 Facebook ad agencies. the right business owner immediately recognizes themselves in that messaging. And then meta has far more context about the ad and who it's relevant to. So that's essentially what you need to do with your own ads. I want you to think about and write out exactly who your ideal prospect is. Not broad, exactly who it is, and then just read it out, okay? And just keep repeating those hooks over and over and over again so that if it was like an elevator pitch, you would know exactly who you're speaking to. Then pick up your phone, go for a walk, hold it up, get one of those little microphones. I'll just plug it into the bottom of my iPhone and then hold the microphone and just speak, write, test. See how those ads run. Simplify it. Call out better and you'll just get better and better at calling out to your ideal customer for them to come in through your ads. And then yeah, if you want to use the meta AI, which I did, actually, I created my statics from it. I had some that looked pretty good. Use it and go with it. I hope that helps. I hope that clears up how we're getting around or explaining who you're speaking to in your ads and calling out, and that's all we need to do. Just keep calling out to your ideal customer. Hope that helps and see you in the next one. 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.