Ninja Shit -- Playing To The Biases Of Facebook's Algorithm

0:00[Music]

0:10everyone Sam Evans here and welcome to

0:12this training module called ninja

0:15now you're probably wondering what the

0:17hell sort of title is that for a

0:19training what am I going to learn in

0:20this thing and you know what could we

0:23possibly cover or what could we possibly

0:25learn that we haven't already learned

0:27inside up levels Facebook training so

0:31far and the truth is is that you know

0:33the modules which you've seen so far in

0:36the upheaval training for Facebook ads

0:39that is more than enough you know that's

0:41an if you just master the stuff you've

0:42already seen that's enough to take you

0:44to multiple millions of dollars in

0:46revenue per year and just run laps

0:48around your competition just non-stop

0:51right that stuff is more than enough to

0:53get you there however you know I just

0:56wanted to I wanted to do this for fun

0:59and to also just show you how far you

1:04can really take mastery of something

1:06like you know it's one thing to run ads

1:08it's another thing to run them

1:10profitably it's another to spend you

1:12know a million a month or more on ads

1:14but then you know it's another thing to

1:17show you these these things which you're

1:19about to learn and my goal with showing

1:22you this is to really open your eyes so

1:25that you can see how far you can

1:28optimize a system and master it because

1:32I'm going to show you this for Facebook

1:34ads and I'm going to show you exactly

1:35what to do and all of the you know all

1:37the other hacks however you can apply

1:39this sort of thinking to any system not

1:43just Facebook ads and so my goal with

1:44showing you this is to teach you a way

1:47of thinking and analyzing as well as

1:50teach you how to do this for Facebook

1:52ads but my goal is that you'll be able

1:53to take this and apply it to other

1:55systems and areas in your life so that

1:58you can develop total mastery so here's

2:01what we're going to cover we're going to

2:04start off by going inside the mind of

2:07the Facebook machine and what I mean by

2:10that is really understanding the

2:12algorithm that runs Facebook's ads and

2:16its content delivery system so why does

2:19it show this thing to that person how

2:21does it make that to

2:22and what are the you know what are the

2:25formulas and equations that this

2:27Facebook algorithm uses to decide all of

2:31these different things

2:32you know it's a very complex

2:34sophisticated machine and if we can

2:36omastar it we have to understand how it

2:38thinks and then once we understand how

2:41it thinks I'm going to show you how to

2:43play with the extremes and this is a

2:47fascinating thing which you're going to

2:50learn and really mesh machines don't

2:53understand extremes the way human beings

2:55do and I'm going to show you how we can

2:57play with extremes to you know to really

2:59get the algorithm to start humming and

3:01then I'm going to show you a bunch of

3:04different biases that the Facebook

3:07algorithm has so because the Facebook

3:10algorithm thinks and it makes decisions

3:12it has biases it has preferences which

3:16it weights greater than others and we

3:21need to understand what those are so

3:22that we can not trigger the you know the

3:26bad things and that we can absolutely

3:27trigger and unleash hell on the things

3:30it likes and these things are first of

3:36all an engagement bias so obviously you

3:38know it hasn't it Facebook's algorithm

3:40loves it when there's engagement on

3:42stuff then a lexical sentiment bias and

3:45this is basically where their algorithm

3:47can read the words inside your posts in

3:52your ads and see like if it can

3:56understand them or how happy or sad they

3:58are and you know it gives preference to

4:00different things then this will

4:02fascinate you and I'll show you how it

4:03works then graphical sentiment bias and

4:06it's all pretty much blow your mind but

4:08you know if Facebook's algorithm can

4:10also crawl images every image you're

4:14putting into your Facebook Ads every

4:15image you're posting on on Facebook the

4:18machine is looking at your images and it

4:21can see what's in them and I'm going to

4:24show you an actual example of this see

4:27so first of all believe me and you can

4:29see what it does and then once you

4:31understand how it works I'm going to

4:32show you how to play to this I'm going

4:34to show you the sorts of things that the

4:35algorithm likes to

4:36see in images what things that has a

4:38bias towards and this is fascinating

4:40stuff and then I'm going to show you a

4:44financial bias you know Facebook is a

4:46company companies like making money and

4:49Facebook's algorithm does have a bias

4:51for money and I'm going to show you how

4:54you can signal money to Facebook so that

4:56you can really make it dance and then

5:00consistency momentum bias

5:02you know Facebook's algorithm it it

5:04trust is a very important thing you know

5:07what the last thing face wants to do is

5:09is burn its users by doing something

5:13sketchy or delivering some advertiser to

5:15its user base and that advertiser was

5:18you know sketchy and so Facebook is very

5:21big on trust and how Trust is earned is

5:24with consistency and with consistency

5:27comes trust and then the reward of which

5:29is momentum and extra delivery and I'm

5:33going to show you how this works and how

5:34you can you know signal consistency and

5:36trust to the Facebook algorithm and then

5:40I'm going to show you you know how to

5:42take your tracking to the next level so

5:45it's one thing to just use Google tag

5:48manager and just slap the Facebook pixel

5:50into a container and put it on your

5:52landing page it's another thing to let

5:56your facebook track people even if

6:00they're in incognito even if they're

6:02using Safari even if they're using ad

6:04blocker and basically being able to

6:07track everyone everywhere and really you

6:12know give you all Facebook x-ray vision

6:14and i'ma show you how that works and how

6:17you can implement it today and then

6:19finally the Inside Man advantage so you

6:24know a lot of the things which we're

6:25covering here are technical digital

6:26things which you can do to really get

6:30the algorithm to give you preference in

6:32in advertising however the final one is

6:36actually a human advantage and here I

6:39show you why some employees inside

6:41Facebook are very important towards

6:45helping you win with your Facebook Ads

6:48so once you're spending a lot of money

6:50get a facebook rip and rips can do

6:52things to your accounts too to really

6:55help you gain an edge and show you how

6:58all of that works so we've got a lot to

7:00cover today let's jump right into it so

7:02inside the mind of the Facebook machine

7:07so Facebook is a system it's a complex

7:11machine at built of interconnected parts

7:13and like all systems Facebook has inputs

7:17processes outputs feedback and

7:20environments and we need to understand

7:22the nature of the machine if we want to

7:26master it now Facebook's brain is a

7:30machine an algorithm that makes billions

7:34of rapid decisions all the time

7:36and while the machine isn't human it was

7:39created and is still updated by humans

7:43and they're those human intents the

7:46intent of the humans that designed it

7:48built it and still to this day maintain

7:51it are inherited by the machine and

7:54Facebook's intent is to survive

7:58and it does this by keeping users on its

8:01platform and to do this it needs to keep

8:04users engaged and to do this it needs to

8:07provide a good user experience and by

8:11doing this it can sell ads make money

8:14and grow so that's what Facebook's

8:17intent is is to survive you know first

8:20of all that wants to make sure it

8:21maintains what it's got and then its

8:24ambition is to grow even bigger than

8:27what it is so when you can understand

8:30the intent of Facebook you can

8:31understand the intent of of the

8:33algorithm it's kind of running

8:34everything and Facebook's eyes are the

8:39input of data or the inputs of data that

8:44feed the brain so that can make

8:46decisions which serve its intent and to

8:50master Facebook you start by

8:53understanding its intent then how it

8:55makes decisions to serve its intent then

8:57the heuristics and parameters it uses to

8:59make those decisions then the data

9:02inputs it uses to run

9:04those heuristics right you want to

9:05understand these things once you

9:07understand these things you know what to

9:09do so that you can do this and expect

9:11that and it just works so here's what

9:15this looks like you know here's what

9:16Facebook heads and the Facebook platform

9:18looks like when we set it up like a

9:21system diagram and so over here we have

9:23the inputs which we put into the system

9:26and these are users posts and ads

9:28campaigns and budgets so these are

9:31different inputs and of course there are

9:33way more than these these are just you

9:35know just some of them which I've

9:37selected to help illustrate my point

9:39here so these are the inputs that come

9:41in and then there are processes that run

9:45in the machine and this is what we refer

9:48to as Facebook's brain or the algorithm

9:50and it runs processes and T to really

9:54figure out how to run these processes it

9:57uses things called heuristics and a

10:00heuristic is basically a rule of thumb

10:03or a you know a bias that it uses toward

10:09to make things simpler for itself and so

10:13if it's trying to decide who do I show

10:14what should I show out of advertise

10:17their own advertise be you know it will

10:18use a heuristic to determine that and

10:21quickly make a rapid decision and it's

10:25trying to figure out you know the the

10:27algorithm is trying to figure out show

10:29what to who when and how often and then

10:32should we accelerate it or slow the

10:34delivery and as this advertisers say for

10:37risky should we trust them or not trust

10:39them all right it's trying to do a whole

10:40bunch of things billions of them all the

10:43time and then we have outputs and this

10:48is the result of the inputs coming in

10:50with the processes applied to them and

10:53the outputs results and you know the

10:56things that we get and this is things

10:59like reach so how much of our audience

11:01do we reach impressions how many people

11:04do we serve impressions worth then it

11:07clicks you know how many clicks do we

11:09get to our landing page or our funnel

11:11which is also traffic and conversions

11:14like how many people actually buy or

11:16register or whatever

11:17and then we have feedback and feedback

11:21is the it's basically the feedback

11:27mechanism that comes from the output and

11:29feeds back into the input so that it can

11:31you know it'll come back and attach to

11:34this input so that the input is

11:36different when it comes back and again

11:38so even if you add you know if you

11:41create an ad and you put it in then it's

11:43going to have processes apply to it and

11:45outputs going to come out like

11:46impressions clicks and whatever but then

11:49that outputs going to feed back around

11:51and change your input again and so even

11:55though it's the same ad the output is

11:57coming back and feeding back into that

11:58input now let me give you a perfect

12:00example you create an ad you put it in

12:03and it starts working and you know it

12:06lots of people like it it starts getting

12:08conversions and you'll get a relevant

12:11score of like nine or ten well but that

12:15output of you know people liking it and

12:18in clicking the like button commenting

12:21sharing and all of these things and

12:22clicking the link that creates a quality

12:26score per sorry what's it called

12:29irrelevant the score of like nine or ten

12:32and then that comes back around and it

12:34attaches that to the to the ad and then

12:37it comes back in and it's got an

12:38advantage so that's how feedback works

12:42and it can rapidly accelerate your and

12:46improve your ad or it can rapidly

12:48throttle and you know harm your ad based

12:52on the feedback that comes back around

12:54with it and feedback can be things like

12:58attention so if someone's scrolling

13:00through their newsfeed and they see your

13:02ad and they pause on it and hover on it

13:04you know that's attention and then likes

13:07and comments so if people are clicking

13:09like on it and commenting sharing

13:13clicking the link and converting these

13:17all basically feed into different

13:21performance metrics and then we have the

13:25environment and every system operates

13:28within an environment you know there's

13:29no such thing as a system with

13:30a vacuum is totally independent and air

13:33locked from the from the outside world

13:36and influences and you know Facebook's

13:39the same it has political legal and

13:42financial things that are going on so

13:46you know investors might be expecting

13:47money then Facebook's gotta make money

13:48legal things might change like the GDP

13:51are the political yet the political

13:54winds might shift and you know now

13:55privacy is a big concern and you know

13:58we've seen this a lot with Facebook and

14:00it does affect what happens in this

14:02thing and then we have competition and

14:05technology so as Facebook has new

14:09competitors like what YouTube might do

14:12or Adwords or a snapchat what all these

14:15different things might do it might

14:16affect Facebook and also a competition

14:18that we face you know if there's a lot

14:21of people using Facebook and advertising

14:24then you know that that changes the

14:26environment too same with the technology

14:28of cool advancements things like that in

14:30popularity and demand so all of these

14:33different things are going on all the

14:35time every split every thousandth of a

14:38second billions of things going on

14:40across this network and this algorithm

14:42here at the at the heart of it it has to

14:46decide basically everything and

14:49understanding how this thing works is

14:54really the key to mastering Facebook

14:58because this is the thing that makes all

15:00the decisions you know the times have

15:03changed back in the old days if you

15:05wanted to run an ad on the TV or in a

15:09newspaper you called up that newspaper

15:11and you would say hey I want to run my

15:13ad and they would choose whether you

15:15were allowed to run your ad or not and

15:16then they basically choose where you got

15:18put in the newspaper how often it ran

15:21and all of that and so a human made all

15:24of these decisions but today with most

15:29online advertising it's not humans

15:31making these decisions it's an algorithm

15:34and it's making billions of decisions

15:36all the time and so just like you might

15:39build a relationship with a human to get

15:41advertising advantages

15:44back in the day if you were buying print

15:46ads or whatever you want to really build

15:49a relationship with the machine so that

15:52it can give you some advantages

15:55basically things are the same it's just

15:57a machine instead of a human and like a

16:01human it thinks and like a human it has

16:02biases and like a few minute likes

16:05people that confirm its biases so let's

16:10understand this thing so it starts with

16:14its intent like a human it has intent

16:17and intent is what it really wants

16:20overall and its intent is to balance all

16:25variables in order to survive and grow

16:28so it's looking at all of the stuff

16:30that's coming in all the outputs all the

16:32feedback the environmental changes and

16:34it's running all of these processes and

16:37it's just trying to balance things so

16:39that it can survive that's its first

16:42that's its most important intent survive

16:45second one grow and so that overall

16:48that's what it's trying to do and if its

16:53intent is to survive and grow and its

16:56decisions are things like show what to

16:58who when and how often and should we

17:02accelerate this delivery or slow it and

17:04is this advertiser safe or risky you

17:07know it's trying to make all of these

17:08decisions and how it's really going to

17:11make these decisions is things that

17:14serve its intent so just like a human if

17:17a human has a goal then humans got to

17:20make decisions and those decisions are

17:23going to be heavily influenced by its

17:26goal and it's basically going to make

17:29decisions that are aligned with its goal

17:31but it also has to balance these things

17:34because you know if it just it's very

17:37complicated because if it just wanted to

17:39like make money I mean it could it could

17:41go crazy and just start giving

17:43advertisers all of the stuff but it

17:45remember it has to at the same time

17:46balance its users because if it's users

17:49get pissed off and leave then the then

17:52there's no one to show ads to and if

17:54there's none to show its to then

17:55there'll be no advertisers so

17:58it really has to balance these things

18:00it's like we have to keep how users on

18:02keep them happy deliver a good user

18:04experience but also make money and also

18:07grow and also survive and also you know

18:11make sure that we're helping these

18:13advertisers get results so they keep

18:14advertising so it's very complicated and

18:17it's doing this for billions of people

18:19all the time

18:20just it's an insane job no human being

18:23could do it and that's why it is the job

18:26of an algorithm and obviously it can't

18:29make perfect decisions because it

18:32doesn't have all the information

18:33necessary it can't call people it can't

18:36you know it can't go and interview

18:38people and do all of that so to do that

18:42it has to use heuristics and heuristics

18:45are basically rules of thumb and they're

18:50but they're ways that you can make a

18:53decision fast just using like a mental

18:56model or a rule of thumb or something

18:59like that and it's not perfect it means

19:01that you're not going to make a perfect

19:02decision but you're going to make a

19:04near-perfect decision very quickly and

19:07that's what Facebook's algorithm uses it

19:09uses a ton of heuristics and heuristics

19:12would look like you know if this then

19:15that so let me give you an example so if

19:19lots of people like this ad and comment

19:23on it and share it then you know quality

19:27score equals you know 9 or quality score

19:30equals 10 or whatever and then this

19:32signals that so of quality score or

19:35relevance score equals 10 then that

19:37signals that you know this ad should

19:41this ad should be given preference in

19:44the auction pools and it should also be

19:46given additional reach right now whether

19:49that ad is actually liked by people and

19:52whether that ad should really be given

19:55more reach and more preference in

19:58auctions we don't know but Facebook will

20:02use that heuristic to basically take

20:05that action and most of the time it

20:08probably is right but some of the time

20:11it probably isn't

20:12and these things can either serve you if

20:15you know how they work

20:17or they can harm you if you don't know

20:18how they work and it's very important to

20:20understand them and it might also wait

20:23the importance of something 80% and in

20:26this thing 5% and for example it might

20:30wait a comment as let's say it waits a

20:35comment or a shear at 80% I know she is

20:39a common weight at the highest and then

20:42comes comments and then comes likes

20:45right and so like might be five percent

20:48and then tolerate up to this threshold

20:50might be another heuristic so you know

20:53tolerate tolerate this many trigger

20:56words before disapproving erred and

21:00tolerate this many ad disapprovals

21:02before banning account and tolerate this

21:06many banned accounts before banning

21:08fanpage and business manager all right

21:10so it has all of these tolerances built

21:13into it and it also has biases so you

21:18know a bias is just a preference of one

21:21one side of a scale versus another and

21:25so you know somebody might prefer like a

21:29human beings bias might be to prefer

21:32nighttime over daytime all right it's

21:35not necessarily true that people should

21:37all prefer that over there but it's just

21:39a bias and machines have biases too and

21:43if they look like this in machine logic

21:46like value this more than that so it

21:49might be you know value credit card

21:52payments more than paypal payments which

21:55is true it actually does have a bias

21:57towards credit cards versus paypal and

22:00in terms of payment methods and then

22:03give preference to this so you know if

22:06somebody has a if somebody has more

22:10history of ad spend and they're coming

22:13up against you in an option then

22:15Facebook will use a bias and give

22:17preference to the person with the most

22:19historical spend it also might have a

22:22bias saying throttle this so

22:25if post if an ad or post receives you

22:28know so many negative complaints or

22:32don't show the sad feedback requests

22:35then it might throttle the delivery and

22:38stop giving it additional reach and

22:41another one might be accelerate this so

22:44of lots of people are clicking like in

22:46the sentiment of the comments they're

22:47posting and if different people who have

22:50more influence start commenting and

22:52sharing then Facebook might be like

22:54alright this looks like one of those

22:55things that people really like and can

22:58really help us so it just starts rushing

23:01the delivery to it and then it might

23:05have another one which is like trust

23:06this don't trust that so trust you know

23:10it might trust certain keywords and it

23:13might not and it does it might not trust

23:15other keywords or it might trust certain

23:18domains and not other domains and so

23:21really to understand the Facebook brain

23:27and the algorithm is to first start with

23:29its intent remember its trying to

23:31balance everything to survive and grow

23:33now remember it has to it has to cover

23:35two sides there it has to look after the

23:38businesses it also has to look after its

23:40users and if it can look after its users

23:43and the businesses then it looks after

23:45itself so it's always trying to balance

23:47those things and when you're using it

23:49you have to keep that in mind

23:51sometimes I see a lot of advertisers and

23:54they don't they just behave like

23:56Facebook does doesn't care about the

24:00users that are seeing the ads which is

24:03crazy and so they end up getting

24:04themselves in trouble they just think oh

24:06I'm just here to use this thing and and

24:08just be aggressive and sell stuff and it

24:11doesn't work because if the users get

24:13pissed then Facebook won't let you even

24:15advertise and so you need to make sure

24:18the users are happy but also you're not

24:21just there to entertain you're also to

24:23get customers so it's a balance what

24:26you're doing it's a balance of looking

24:28after the users adding value to them but

24:31also being direct and aggressive enough

24:34so that you get a response so it's very

24:37nuanced in there

24:38and you need to understand how

24:41Facebook's algorithm makes its decisions

24:43using heuristics and you know the biases

24:47that are present within all of this

24:49behavior and don't worry if this sounds

24:52complicated I'm going to make it dead

24:54simple and show you what all of these

24:56things are in this training module so

24:59influencing the machine now we can't

25:02change the machines heuristics and

25:04biases but we can change its inputs and

25:09you can feed it the inputs it prefers so

25:12it makes the decisions you prefer it to

25:14make so that you can get the outputs you

25:16desire so you know we can't go into

25:19Facebook and plug our laptop into it and

25:22just start changing the you know the

25:25waiting's of the different algorithms

25:26and it's in its decision making criteria

25:29we can't do that

25:31and so in order to really in order to

25:35influence facebook if we can't change

25:37those things then we ask ourselves how

25:41can we change the inputs that we give it

25:45to change the outputs that gives us so

25:50that things are more preferential and

25:53better for us so that we can do better

25:56and I'm going to show you how to do this

25:59in this module and in this module I'm

26:04going to show you how the machine thinks

26:06and what to feed it so that you can make

26:09things go boom and bye boom I mean you

26:13know really make this thing start

26:16climbing up additional gears and really

26:20getting into like really getting into

26:22the performance zones that it can get to

26:24and to get into those zones and to start

26:27getting to that next level you have to

26:30play to the algorithms biases now

26:36playing with the extremes so humans in

26:43extremes so humans are skeptical when

26:46they're presented with extremes and if

26:49somebody is overly happy we think

26:51whose and strange and if something is

26:54really good we think oh it's too good to

26:56be true right we we human beings you

27:00know our heuristics they have like too

27:03much warning signals so something's too

27:07much like too much of a good thing then

27:10we start to be skeptical um we light up

27:12something's going on here something's

27:14wrong but machines are different and

27:18machines and extremes so machines don't

27:22understand too much of a good thing and

27:25if something is programmed into the

27:28Machine is good and they receive an

27:30extreme signal of good they consider

27:33that to be preferable well you know more

27:35good they don't really understand when

27:38there's too much of something and they

27:41can be programmed to understand when

27:44there's too much of something but most

27:47of the time most algorithms aren't

27:50really programmed to do this and a

27:53classic example would be like the Google

27:55search algorithm right so back in the

27:58day not even oh I guess it was quite a

28:01while ago but still not that long ago

28:03really like five five years or or

28:07something like that people figured out

28:10that if you put keywords if you put the

28:14keyword you were trying to optimize for

28:16multiple times throughout the text in

28:18your page that you know Google would

28:21focus algorithm would favor it and show

28:24you if someone searched for that keyword

28:25for example if someone searched for the

28:28keyword Sam ovens and I had a page that

28:30had Sam ovens like a hundred times on it

28:33then you know it would it would rank

28:36better than other pages that have it the

28:38keyword SEM ovens less but and so that's

28:41how a lot of people started getting you

28:43know hacking traffic from Google by just

28:45doing keyword stuffing however once you

28:49know it started once people once Google

28:52started to catch on it changed that and

28:55it now is much more sophisticated but

28:57there's still ways to really you know

29:00get google search algorithm to give you

29:02traffic by playing with extremes and

29:05Facebook you know there's still tons of

29:08ways to get it to favor you and give you

29:11traffic by playing with extremes there

29:14are still tons of them because it's not

29:17as it's not as like blatant as the

29:22Google AdWords sorry the Google search

29:25algorithm one you know it's very simple

29:28and blatant to think of someone's

29:31searching for this keyword then I should

29:32include this keyword multiple times on

29:34this page right you can see how people

29:36came to that conclusion pretty quickly

29:38and how Google shut it down pretty

29:39quickly but with Facebook it's it's

29:43nowhere near that blatant most of the

29:45things that Facebook's algorithm likes

29:47people aren't aware of and if they are

29:49aware of them they're not sure how to

29:50manufacture them and provide them to

29:53extreme levels so it's very different

29:56and that's good if you know what to do

29:59and all or nothing so machines have an

30:03all-or-nothing tendency and most content

30:06gets no reach on the internet you know

30:08most people is post most people's photos

30:10they get nothing barely anyone looks and

30:13some content goes viral for the entire

30:16world to see and I'm sure you've seen

30:19this - but how comes some things just

30:21get seen by everyone in the entire world

30:23and the vast majority of things just

30:27really don't get anything well that is

30:29because machines have an all-or-nothing

30:33tendency and those all-or-nothing

30:35tendencies are triggered by extremes and

30:38with machines neutral gets you nowhere

30:41and extreme goes viral so remember that

30:46neutral nowhere extreme viral and

30:51understand that machines have this

30:53all-or-nothing kind of tendency so

30:56biases plus extremes the key is to

30:59understand the machines biases and then

31:02feed it extreme inputs of things that

31:05considers good and avoid feeding it and

31:08puts it considers bad and this is how

31:10machines fall in luck

31:12you know if a machine is a preference

31:14for this thing and it doesn't like this

31:17other this other thing

31:18and if you just keep giving it the

31:20things that loves and you give it none

31:21of the things that doesn't love then

31:23it's gonna form up and humans are very

31:25similar too and so that's how it works

31:28and when it falls and others you know

31:30it's gonna treat you well it's gonna

31:32give you lots traffic good prices

31:33preference over the competition

31:36lots of reach and the best traffic at

31:39the best times it's just going to give

31:41you everything so we need to understand

31:45what these extremes are and how we can

31:48use them so knowing where to push

31:52Facebook's algorithm has biases towards

31:55the following things and our strategy is

31:59to satisfy the machine's biases by

32:01feeding and extreme amounts of the

32:03inputs that considers good and I'll add

32:07to that we try to limit the amount of

32:11things that it perceives as bad and when

32:15we get a huge waiting on the good side

32:18and not that much on the bed it's just

32:20going to go for it and the different

32:23things these are the different biases

32:25that we're going to play to engagement

32:27bias lexical sentiment bias graphical

32:31sentiment bias financial bias

32:33consistency momentum bias next level

32:36tracking and inside men advantage so

32:40that's what these things are these are

32:42going to be the tools that you use and

32:44now let's jump into them and cover each

32:47one so engagement bias so Facebook loves

32:52engagement it wants users to be on the

32:55platform as much as possible and to do

32:57this users must be engaged and to do

33:00this the algorithm serves impressions to

33:02engage in content and ads now what is

33:05engagement you know it's it's a word but

33:08how is it really defined when it comes

33:12to the algorithm how does the algorithm

33:14see engagement so engagement is a

33:18measure of human attention in

33:20interaction with a post or an ad and the

33:23algorithm starts measuring engagement by

33:25people slowing down when scrolling past

33:27your ad and then hovering over it and

33:30then pausing and reading

33:32it and then interacting by liking

33:35sharing or commenting on it and then

33:37clicking it so you know most people

33:39don't understand that Facebook is able

33:42to understand how much people like your

33:46ad just as people just like as soon as

33:51when people start slowing down in their

33:53newsfeed when they see your ad

33:54so it doesn't need to wait until someone

33:57actually goes all the way and clicks it

33:59starts snowing pretty much immediately

34:00as soon as people start slowing down

34:02where their mouse hovers over the over

34:05the screen and then if they start

34:08reading it it can it can start sensing

34:10all of these things then a mouse

34:12hovering over it then you know then

34:15actually reading the whole thing then

34:17interacting and then clicking it reads

34:22all of these things and the combination

34:24of all of these things it's able to

34:25determine how much people like it and

34:29how engaged people are with it and the

34:33more engaged people are with it the more

34:35lower Facebook's going to give it now

34:39it's one it's one thing to understand it

34:41but you know how do we how do we cause

34:44engagement or if we've already got

34:47something engaging how do we make it

34:48more engaging and so humans run pattern

34:54recognition processes when scanning

34:56their newsfeed and they look for things

34:59that serve or threaten their own

35:01personal interests or anything out of

35:04the ordinary way that they see life you

35:08know humans are basically just going to

35:10Facebook and scrolling through their -

35:12looking for things that are going to

35:13help them serve their goal or also

35:17threaten you know their goal and also

35:22things that are just out of the ordinary

35:24basically a human being is looking for

35:26right make sure there's no threats if

35:27there's any if there's any things that

35:30can help me let's consume them and also

35:33let's make sure that there's nothing

35:35kind of out of place here that's

35:37basically what's going on in your brain

35:39even if you don't think so consciously

35:43you know unconsciously you're doing that

35:45it hasn't

35:46since the old days when we were doing

35:48this in our environment by scanning the

35:51landscape looking for you know looking

35:55for a partner or that might have been

35:59what we were looking for and then we're

36:01looking for food or things to eat or

36:03things to drink and then threats

36:05dangerous animals and then also things

36:07out of the ordinary like hey what's that

36:09doing over there and in creating

36:14engaging ads well back to causes some

36:17engagement for a sec so when something

36:19you know really serves our interests it

36:22gets engagement when something really

36:24threatens our interests it gets

36:25engagement and when something is out of

36:28the ordinary

36:29it gets engagement so those are the

36:33triggers now how do we create engaging

36:37ads so to create engaging ads you must

36:41understand the minds of the people in

36:43your market and once you understand

36:46these things you can create engagement

36:48by inverting popular belief countering

36:51culture polarizing opinion exposing

36:54corruption extreme truth and

36:56transparency and disrupting existing and

36:59established order etc so let me explain

37:03these things a bit so inverting popular

37:09belief would be like finding something

37:11that is finding something that is that

37:16is believed to be true and just turning

37:18it upside down just inverting it all

37:21right now one extreme example of this

37:24might be like the Flat Earth theory

37:26right so people who say the Earth's flat

37:29now because that totally inverts our

37:31understanding of the earth it really

37:34causes a ruckus especially on the

37:36engineer that's what that's why that

37:37thing has such massive momentum and it

37:40gets so many views and it gets so much

37:42it goes viral on the internet because

37:44because it inverts popular belief and

37:47you know that that's an example of it

37:50but what we're trying to do is we're

37:52trying to invert popular belief and be

37:55right at the same time because we don't

37:58want to invert popular

37:59leave and be wrong because then we're

38:02just going to cause a big ruckus and

38:04then everyone's gonna think that we're

38:06an idiot or they're going to hate us and

38:07then we're gonna get kicked off Facebook

38:09so when I say these things we have to we

38:13have to try to invert popular beliefs

38:16but we have to be right in what we say

38:22now let me give you an example because

38:24I'm talking conceptually here and you

38:26might be like Sam this is a theory give

38:27me it give me an actual thing so one

38:32thing I talk about a lot is you know

38:34deleting social media getting rid of it

38:36how it's actually you know it doesn't

38:38cause you to get results it actually

38:40makes you fail and that you shouldn't

38:42use it and that's basically inverting

38:46popular belief in my market most people

38:48in my market just say follow me on this

38:50follow me on this post a million times

38:52you know just you know Gary Vee is out

38:54there telling doctors to basically and

38:56don't serve your patients don't you know

38:58don't hold your craft don't get better

39:01at being a doctor don't save any lives

39:02just go sit on your phone and look at

39:05hashtags and just try to like post and

39:08get people following your hashtags right

39:10that's basically what the popular belief

39:12is and so I just invert that because by

39:15inverting that one its controversial and

39:18it gets engagement but - it's actually

39:21true so I get to win with that one so

39:25you're looking for things that you can

39:26invert cause a ruckus but be right about

39:31now counter and culture that's kind of

39:33going against you know the the way that

39:36culture is so if everyone's putting

39:39Lamborghinis and their damn ads I'm not

39:42gonna put a Lamborghini in my head and

39:44you know I might instead put like a

39:46scooter or a high on die or something in

39:49my head just to like go totally against

39:52it because that sort of stuff gets

39:54attention and it is probably more true

39:57that you don't actually need at

39:58Lamborghini to actually solve problems

40:01for people and and like help people and

40:05make a lot of money and then polarizing

40:10opinion so you know

40:12whatever the public opinion is you can

40:13just polarize it and exposing corruption

40:17so you're saying you know this is what

40:19everyone wants you to believe and this

40:20is why it's wrong and then extreme truth

40:23so you could really tell a story that

40:26you know about an experience you've had

40:28or something like that that's extremely

40:30transparent and and true to the point

40:33that it shocks people right and then

40:36disrupting existing order that's

40:38basically when you know you don't really

40:42expect you don't really respect the

40:44authority of or the established order of

40:48your market or your industry and you

40:51start disrupting it by pulling into

40:53question why people are above other

40:56people and why you know people should

40:59start questioning things and basically

41:00just causing a big ruckus and the key is

41:03is to cause a ruckus for the good of the

41:06people otherwise you're just going to

41:09get yourself into a lot of trouble all

41:11right these are dangerous tools here

41:13these are tools that start revolutions

41:14and you don't just go around using them

41:19just for the sake of making a ruckus

41:21because you certainly will cause one and

41:23you might even get yourself killed

41:24so you've got to be careful with these

41:26things and you got to use them for the

41:27right reasons you got to be right with

41:30it and the real magic the magic

41:36combination of this is to be extreme

41:39controversial and true and this is the

41:43best combination for engaging ads

41:44because it causes controversy and most

41:48importantly it gets away with it because

41:51it's helpful for people to understand

41:54truth regardless of how hard it is to

41:57swallow so you know if you cause a bit

42:01of controversy in your ad but your

42:05overall message is good for people and

42:08it's actually helping people and by

42:11countering the thing or inverting the

42:14thing that you did you were more right

42:17than the status quo then people will and

42:21people will you know you won't just have

42:24a bunch of hate you'll have a little bit

42:25of how

42:25but you'll also have people who really

42:27get it and they're like yeah this is

42:29true and thinks it's hard to understand

42:32as well oh this but it's true alright

42:33and that's good that's important you

42:35need to have both sides of this and also

42:38you will have facebook on your side too

42:42because you know you're not just out

42:44there trying to make a ruckus you're not

42:45using hate speech or you're not causing

42:48mayhem for no good reason and so then

42:52the people like your ad you're doing

42:55good for the people too and Facebook's

42:57algorithm is going to like your ad and

42:59people inside of Facebook if they

43:02manually review it they'll like it too

43:05so that's the key now these are hard to

43:09get all in one thing but you know

43:13practice makes perfect

43:17now how can you actually create

43:19engagement in your ads what are some

43:22tricks to doing this well the first one

43:25is don't look like an ad so I don't know

43:30if you guys haven't noticed but people

43:31don't actually like ads they actually

43:33hate them so if people don't like ads

43:36don't make your ads look like it that's

43:39just dumb move that's like you know

43:42understand it's like thinking you know

43:44uh somebody likes meat they say sorry

43:50somebody likes they say somebody's a

43:53vegetarian and they don't like me so

43:55let's just serve their meat it's not a

43:58good idea

43:59they're not gonna like that it's as

44:02simple as that and so if people don't

44:04like ads that your ads shouldn't look

44:06like heads there's still ads but they

44:08shouldn't go out of their way to look

44:10like them and what you want to do is you

44:14want to look at the ads serving your

44:16market and do everything you can to not

44:20look like them because people run a

44:23pattern recognition process for seeing

44:27if something's an add on so you know if

44:30if let's say in my market everyone runs

44:32ads like next to Lamborghinis and stuff

44:34and so then people as soon as they see

44:36someone doing that they're like there's

44:38an ad

44:39so ignore ignore ignore ignore ignore

44:40but then if something doesn't fall for

44:44that same pattern with izzat Lamborghini

44:46or something in it then someone you know

44:48is it somebody doesn't catch it and it

44:51gets through they're kind of like their

44:54barrier and it gets their attention now

44:57because they're not just Auto blocking

44:59it and so it's it's important to

45:02understand they're like what ads look

45:05like to the market that seeing them from

45:07all of your competitors and then to

45:10purposefully and deliberately not look

45:13like them so that you can infiltrate

45:16very powerful trick and of course it's

45:21still going to say sponsored on your

45:23Facebook ad right you can't get rid of

45:25that but it doesn't matter about that

45:29most people are actually detecting

45:32what's an ad and what's not

45:33way before they really look at the

45:38sponsored thing or not they're doing it

45:40using much more advanced processes and

45:43you can get past that and then you want

45:47to look like a friends post so Facebook

45:51is for people to learn about other

45:52people and what you want to do is you

45:55want to make your ads look like friends

45:57posts and you want to write as if you're

45:59writing to the individual person who's

46:02reading their thing and avoid corporate

46:05speak and you want to get personal you

46:08want to evoke emotion so humans engage

46:11with emotion so you want to create shock

46:13and awe you want to agitate you want to

46:16trigger anger through truth you want to

46:18tell stories show vulnerability and

46:20humility and let people know who you are

46:22and build a relationship so you're not

46:27writing this as a business you're

46:29writing this as a human and the person

46:30on the other end as a human people

46:32totally screw this up when they think

46:35they're b2b so they're like oh I'm a

46:37business and I'm selling to a business

46:38so let's talk like own business in this

46:42other business is going to be reading

46:43this and they just make all they just

46:46write the most horrid piece of text I've

46:50ever seen in my life that really doesn't

46:52appeal to

46:52body because I don't know if anybody has

46:56realized this but businesses aren't on

46:57Facebook searching a business can't

47:00search their business isn't alive so

47:05people use Facebook people read things

47:09people click on things and so we're

47:13talking to people and we ourselves we're

47:15a person so it's a person to a person

47:17it's not B to B it's P to P and you want

47:21to get into this frame of mind and

47:23picture the person and how they might

47:26read through it in their reactions and

47:28responses to things and that will help

47:30you build and write a better ad and be

47:34human look human so humans engage with

47:37humans wow that's very insightful isn't

47:41it you know humans engage with humans

47:43this is a no brainer this is so obvious

47:46you know if you put a human by themself

47:48in a room and you just give them like a

47:49cog and you know it can like they're not

47:53they're not going to be very happy but

47:54you put them with another human and now

47:56they're really engaged and interested

47:58and stuff so humans like humans so

48:01advertise using a person fanpage and

48:05what I mean by this is like if you're

48:08advertising advertise as yourself you

48:11should have like a personal fanpage now

48:14business fan pages can work too but from

48:17everything I've tested and seen with

48:18other people to this personal fan pages

48:21work really well they work better

48:24because people are on Facebook and

48:26people like seeing posts from people and

48:29if you've got a business fanpage that

48:31you've always been using I would suggest

48:33creating a personal one too and just

48:35testing it next to it and I beat you it

48:37works better now with your personal

48:40fanpage you should use your headshot as

48:42the profile picture because people will

48:45exceed it and people expect to see a

48:47photo of a face there and they expect

48:50that face to be you and they expect you

48:53and that face to be named with those

48:56words that are the name of the fanpage

48:59right these are just simple things that

49:02make you look like a human and include

49:06yourself and others in the image of your

49:09ad so you know we call our fanpage like

49:12Sam ovens and with that fanpage and the

49:15profile picture there's a photo of me

49:17and so then people can put a face to a

49:20name and they're like okay this must be

49:22same as this is what he looks like

49:24and then as they start reading it

49:25they're like oh he must have written

49:27this this is that guy who oh his face I

49:29can see whose name is Tim Evans writing

49:31this thing now they can start forming an

49:34image in their mind as they read which

49:36is the magic of words you know it's not

49:38the words themselves it's the it's the

49:41image people visualize in their mind as

49:43they read that's the piece that does the

49:45work not the words and so you need to be

49:49aware of what things creates this image

49:52people see in their minds as they read

49:55and when people read those boring be to

49:58be corporate like vomit ads you know

50:02they don't see any image in their brain

50:04because there is there is none and so

50:06that's why those ads work so bad but all

50:08good captivating things allow people to

50:11visualize as they read and by including

50:15images of you in your ads you know

50:17people further are able to build a

50:19relationship with you and visualize you

50:24and you should also include other things

50:26and people that are important to you in

50:29your life things like you know it might

50:31be your girlfriend your wife your son

50:33might be you playing sport might be you

50:36you know working at your desk just

50:38things that are actually you and make

50:40you you include them these things help

50:43and then this one is a powerful one tell

50:48the truth so humans are incredibly

50:51perceptive and can tell what's true

50:53regardless of how well you mask it and

50:57don't pose for your photos have somebody

51:01take them when you're being you without

51:04you knowing or posing for the photo

51:06because photographers know this well you

51:10know like when you're when you're

51:11photographing someone you want them to

51:13just be themselves and just pretend like

51:15the camera isn't there and

51:16the photographer can really capture the

51:18essence in the moments everything and

51:19those they look so much better and then

51:22when you try to pose it just looks so

51:24awkward and and fake so that's a good

51:27trick and also for ad images you want to

51:32look at images that were taken of you

51:34just by you know your wife or girlfriend

51:37or partner or boyfriend or husband just

51:39when you were doing normal things and

51:41you won't expect you weren't expecting

51:42to take this photo as an ad but use it

51:45as an ad those things work really well

51:48and it's amazing you know how good

51:51humans are at perceiving the truth like

51:55in anything you know people have very

51:58good perception of this and it runs

52:00subconsciously it's not consciously so

52:02in the conscious when someone's

52:04analyzing it you know they can only

52:06really see what they're seeing and and

52:08make the judgments they're making but

52:10there's something that's going on

52:11subconsciously that really like

52:14something doesn't add up or a person is

52:16really skeptical they've got a bad

52:18feeling you know that's the thing that's

52:20detecting stuff that isn't true and it's

52:24very good it's exceptional at it and so

52:27you want you know the if you're you know

52:30we don't try to make it look like we're

52:32telling the truth you just tell the

52:35truth and net is so much more effective

52:38one it's easy it's easy as hell because

52:40you just don't have to make anything up

52:42you just see exactly as it is but then

52:44it works so damn well so while other

52:47people are trying their hardest to fake

52:49it and with each ounce of fakery that

52:52they're putting in which is a huge

52:53effort comes worse results you know you

52:56can try not very hard at all and get

52:59amazing results just by telling the

53:00truth and when you do this you'll look

53:03less impressive but people will engage

53:06with it ten times more because they can

53:08tell it's true so example you know if I

53:13had an ad you know next to like say 20

53:17Lamborghinis that weren't mine then

53:20people would probably see right through

53:22that and just it wouldn't work the ad

53:25wouldn't work and people would just be

53:26wracked up in the comments and in the

53:29air

53:29property get banned and their mobile

53:31account probably gone all right but

53:34instead if I just had like a photo of me

53:38on a scooter like you know on one of

53:42those bird scooters that I write around

53:44here in Venice then because that's true

53:49it's probably way more likely to to work

53:52now I look certainly less impressive on

53:54a bird scooter which you can rent for a

53:56dollar compared to standing in front of

54:00like 25 million dollars worth and then

54:02begin ease but because one's true it

54:05just works way better in it's way

54:07cheaper too so that's what you should do

54:08just whatever the truth is just capture

54:10that and then tell it in your ads - and

54:13another one is don't delete negative

54:16comments so this is another true you're

54:18telling the truth thing you know

54:20negative comments it's normal to have

54:22people that take a negative point of

54:25view from your ad or post that is normal

54:28it's actually weird when there isn't any

54:31negative comments so you want to leave

54:33them there and you know you should be

54:37getting about a balance 50/50 between

54:40people who like your stuff and people

54:41who don't like your stuff and if you're

54:44getting you know like 60/40 or 70/30 or

54:498020 negative yeah you need to you're

54:52you're doing something wrong there it

54:55should generally come as about you know

54:5750/50 and that's when you generally get

55:01it right and when you've got it a

55:02balance like that you want to just leave

55:05them leave both sides of the argument

55:07there leave both sides fighting each

55:09other because all of that energy that

55:11they're putting in just fuels the fire

55:13of the ad so just let it go and let like

55:18use it I honestly love it when people

55:20start going at each other in the

55:22comments

55:22I don't reply to anything I don't pay

55:24attention to anything I don't even read

55:25them I just use all of that human

55:28potential energy to just fuel my head in

55:30that they're doing it so good on them

55:35now there's a type of a door in a style

55:38of ed that really plays to these things

55:42in

55:43really it really gets good engagement on

55:47Facebook and it's something that I

55:49called something that I named Trojan

55:53horse ads in Trojan horse ads ads

55:57carefully designed so that they get

56:00attention

56:01look personal not like an ad come as a

56:04gift get accepted draw the reader in at

56:08the right moment make a pitch and then a

56:12call to action so pretty much the same

56:16strategy as the Trojan horse strategy

56:20that was executed you know way back in

56:23time you know the Trojan horse story

56:24where they basically assembled a massive

56:28giant horse and left it outside the

56:32gates of the enemy's castle and the

56:37enemy just was they looked out and saw

56:39this massive horse and thought what the

56:41hell is this thing it looks like a gift

56:44or something like so they sent some

56:47soldiers out to assess it and they're

56:49like it just looks like a big giant

56:50horse so then they thought all right

56:52well let's just wheel this big giant

56:54horse inside out inside our gates and

56:57just bring it into the inter well into

56:59the heart of our castle because you know

57:02we wouldn't want to leave this gift out

57:04in the rain out there and then they

57:06willed this thing in and then all these

57:08soldiers came out of the horse and then

57:09attacked everyone and then they want

57:12genius strategy whoever thought of that

57:15back then it's some serious next-level

57:20strategy but we can use similar line of

57:25thinking for creating our Facebook ads

57:27because most people's Facebook ads look

57:30like they look like armed uniformed

57:33soldiers beating on the doors of the

57:36castle you know they're they look like

57:38EDS the so blatantly they're literally

57:40screaming I'm an ad I'm gonna let me in

57:43and obviously no one's gonna let that

57:45dead in so you don't look like that you

57:50you know you you got to come as a gift

57:53so people accept you and bring you in

57:55you

57:56their guard down but you know there's

57:59all these different things that we have

58:01to achieve in sequential order to really

58:04create the ultimate Trojan horse ad so

58:07number one is to get attention so

58:11nothing gets attention like something

58:14out of the normal or out of the normal

58:16and you want to be relevant but out of

58:19place so for example with the Trojan

58:22horse strategy back in the day by a

58:24massive giant wooden horse no one had

58:27ever seen one of those things before and

58:30when one of those is sitting out there

58:31people kind of help they get it takes

58:33their attention you know they're looking

58:35out from their from their castle walls

58:39and they probably just used to seeing

58:41mountains and fields and maybe a little

58:44river and maybe a bird all right and

58:47then one day there's a giant horse there

58:49people aren't going to be able to just

58:51let that one go it's gonna steal their

58:53attention and so you want to think like

58:56that too

58:57in the modern day on the Facebook Ads

58:59landscape so how are you gonna get

59:03people's attention if it's like you've

59:07got to remember what the landscape looks

59:09to the your audience if they're just

59:11seeing people in front of Lamborghinis

59:12and then you just look like a person in

59:14front of Lamborghini you're just gonna

59:15look like a soldier and people aren't

59:18gonna let you in you look normal so it

59:20has to be out of the norm so you know be

59:23relevant but out of place and I'll show

59:26you some examples of this soon then come

59:30as a gift so genuinely add value and

59:33help people and this will get your ad

59:36read and accepted as a gift so in order

59:41for somebody to you know with the Trojan

59:43horse example back in the day the the

59:46enemy thought it was a gift so they were

59:49like ah let's take this horse inside and

59:52so you know our ad should be like that

59:55too

59:55it should actually add value and we're

59:59not really trying to pretend like we're

1:00:00we should actually genuinely add value

1:00:03how do we do that by solving problems

1:00:05giving them insightful advice and you

1:00:09know giving them star

1:00:10that they can actually use to improve

1:00:11their life in their business without

1:00:13having to click the link in the ad like

1:00:16so that it's actually getting it

1:00:18accepted getting it read and people are

1:00:21like that's now they're consuming it now

1:00:24it's inside the gates and then get

1:00:28accepted so ads shouldn't be patterned

1:00:31recognized and judged too soon and how

1:00:36people pattern recognize and judge

1:00:38really soon is through stereotypes and

1:00:43you want to disobey the stereotypes so

1:00:46make sure people can't class you in the

1:00:49same class is the same category or

1:00:53stereotype as they do everyone else

1:00:55that's why it's important to understand

1:00:57what everyone else looks like so we

1:00:58don't look like that

1:00:59because that way you know we're not

1:01:01getting judged people are going to take

1:01:03the manual long process to understand us

1:01:06and then judge us and instead of just

1:01:08snapping to a fast decision and we don't

1:01:14want to pitch or claim too early so

1:01:19there shouldn't be like a pitch or a

1:01:21claim and your ad too early because that

1:01:24allows people to quickly pad and

1:01:25recognize it and reject it so you know

1:01:28you want to try and bury that down but

1:01:30further deeper into the text then you

1:01:33want to make your ad long and this is

1:01:36the text of it and you don't want to

1:01:38make it long for the sake of being long

1:01:40because that's stupid but longer than

1:01:42normal and this gets buy-in because

1:01:45people have to read through it and it

1:01:48also gets the read more link so the read

1:01:53more link is basically what can I show

1:01:57you isn't a quick example so if I just

1:02:01show you this ad example so you can see

1:02:07here it starts saying the text and then

1:02:09it says see more so actually it's not a

1:02:11read more link it's a see more link and

1:02:13so if somebody wants to read more than

1:02:15what's up here they have to click see

1:02:18more now when's they click this

1:02:21it now they've kind of done a micro

1:02:23commitment to say I'm interested on an

1:02:25honor no more and also you know they're

1:02:28now deeper into a zone of focus and so

1:02:32by making longer text ads we get the see

1:02:35more button which is a benefit it helps

1:02:37us and we're also able to bury the link

1:02:43sorry bury the pitch in any claims and

1:02:45stuff deeper into the text of the ad so

1:02:48that only people who were actually

1:02:50interested get the pitch because people

1:02:54who are interested are more likely to

1:02:56positively accept the pitch and click it

1:02:59but people who who haven't read really

1:03:02anything and get the pitch or acclaim

1:03:04they're not likely to accept it and

1:03:07complain and that step 5 is to bury the

1:03:13pitch so don't make any claims pitch

1:03:16your calls to action until somebody is

1:03:18deep into reading the ad just explain

1:03:19that then six earn respect so adds that

1:03:24pitch without value or adds that pitch

1:03:27without giving value they get rejected

1:03:29and it's very important to make sure

1:03:31that you add value and help people and

1:03:33earn your right to pitch and how we do

1:03:37that is by writing no really good ad by

1:03:39actually adding value helping people so

1:03:42that you know if they pause and spend

1:03:44five minutes of their time reading the

1:03:45said that they're actually going to be

1:03:47like well that was a good piece of

1:03:48information I just read or well that's

1:03:50insightful that's gonna change how I do

1:03:53this and that's going to improve my life

1:03:55and you know you can actually help

1:03:57people without them having to click and

1:04:00all of that and that's important because

1:04:02remember Facebook's algorithm it's

1:04:04trying to balance things it's trying to

1:04:06it's trying to make money from

1:04:09advertisers and get them results but at

1:04:12the same time it's trying to look after

1:04:14its users and give them a good

1:04:16experience and so if you want to play to

1:04:23Facebook's like algorithm and and how

1:04:26it's trying to balance you want to try

1:04:28and balance to you want to try and get

1:04:30customers and you want to try and get

1:04:33people to take action and to do

1:04:34you need to pitch people but you also

1:04:37need to earn your right to pitch so that

1:04:39you don't piss people off in the process

1:04:41and you're going to piss people off but

1:04:43not piss off too many people you know

1:04:47you're gonna give you're going to have

1:04:49way more people like it did not like it

1:04:51that's important and it's important to

1:04:55earn that respect and when you create a

1:04:57really good Trojan horse ad Facebook

1:05:01will love it to bits and it will just

1:05:02let it go and run with awesome results

1:05:05for years

1:05:06honestly years one of our ads one of our

1:05:12Trojan horse ads has run for three and a

1:05:14half years straight okay do not three

1:05:17and a half years it's made more than

1:05:19three million dollars and it still works

1:05:22to this day because it earns it earns

1:05:26respect and it earns the right to pitch

1:05:28and it still does and then the final one

1:05:32number seven is to twist minds so you

1:05:36want to invert public opinion

1:05:37counter-culture disrupt daughter and

1:05:39leave their head spinning and be

1:05:42remembered and why we want to do this is

1:05:45because you know a lot of the time our

1:05:48ads they they have a long tail attached

1:05:53to them and what I mean by this is that

1:05:56someone might see in here today they

1:05:58might not click it they might not read

1:06:00it well they might read a little bit but

1:06:03just because they don't do that it

1:06:05doesn't mean that we shouldn't care

1:06:09about their perception of us because you

1:06:13know we want to try and get people to

1:06:15click and buy from us today and do the

1:06:17actions we want from them today but we

1:06:18also want people who don't click to be

1:06:22left with an impression in their mind

1:06:25that they can't get rid of because then

1:06:28they're going to remember us and then

1:06:30they're going to be thinking about us

1:06:31all the time and then they're not really

1:06:34going to know why they're thinking about

1:06:36us all the time the reason why is that

1:06:38we just broke the conventional patterns

1:06:41in their mind and so they went to run

1:06:44their pattern recognition to check that

1:06:46all was well the normal and the

1:06:48and they found something to be massively

1:06:50out of place to the point that it

1:06:52twisted their mind and they can't stop

1:06:54thinking about it but they don't know

1:06:56why they can't stop thinking about it

1:06:58but they are and then when they when

1:07:01humans think about something a lot they

1:07:03assume that it's important you know when

1:07:06someone thinks about something again and

1:07:07again and again it they have this bias

1:07:11that oh this must be really important

1:07:14because I'm thinking about it a lot and

1:07:15I think about things the things I think

1:07:17about a lot are important regardless of

1:07:20the context of why they were thinking

1:07:21about a thing so now they think it's

1:07:23important and they're thinking about it

1:07:25and now they see another one and bam

1:07:29you're good you're good to go so you're

1:07:32doing work for the future as well and

1:07:34you're laying you know you're sowing

1:07:38seeds for future harvests by doing this

1:07:41properly

1:07:42and this is what creates a really really

1:07:47good add a true Trojan horse ad and

1:07:53that's how it works in theory but what

1:07:56does one actually look like in practice

1:07:58so I'm going to show you some Trojan

1:08:01horse and examples and specifically I'm

1:08:05going to show you five of my all-time

1:08:06best performing Facebook ads and all of

1:08:09them have made more than 1 million

1:08:10dollars each and worked for six to

1:08:12twelve months minimum

1:08:14one of them has worked for three and a

1:08:16half years and has made three million

1:08:19dollars so let's take a look this is

1:08:25called Trojan horse ad examples and it's

1:08:30a resources it's a resource available

1:08:32for download beneath this video in the

1:08:34resources section and Facebook ad number

1:08:38one is one of our best ones of all time

1:08:43and we call this one reflections and the

1:08:47headline says reflections on reality

1:08:49three strange concepts that made me 20

1:08:52million wage twenty seven and then it

1:08:54starts off never aim for your goal

1:08:56directly always move in angles this

1:08:58defies basic human logic because most

1:09:01people believe

1:09:02if they want to make some money they

1:09:03should try and make some money and most

1:09:05companies that aim to just make some

1:09:07money really make any money and this is

1:09:09because money derives some fairly

1:09:10unfamiliar derives from helping people

1:09:11and so this is a Trojan horse ad because

1:09:14first of all the headline is reflections

1:09:18on reality it's not normal and then

1:09:20three strange concepts there's not

1:09:23normal right so it's pattern it's not

1:09:27able to be pattern recognized and then

1:09:30it also though includes some money which

1:09:34can help you know if you can get away

1:09:35with including a claim of a little bit

1:09:38of money this is very hard to do by the

1:09:42way like you the times that you you the

1:09:45times have changed and the preferences

1:09:48on the engineer change with advertising

1:09:50it's pretty much impossible to get a

1:09:52financial claim in a headline anymore so

1:09:55you should you probably can't do that

1:09:57but if you can I mean it can work great

1:10:01and if you're not in a niche that does

1:10:03you know helps people make money I mean

1:10:05this would be weight loss or getting a

1:10:07relationship or or you know doing yoga

1:10:11whatever the thing is that you're

1:10:12helping people achieve this is where I

1:10:14would say that and then up the top and

1:10:17the said this not there's no talk about

1:10:21a claim there's no talk about making

1:10:23money or an offer or a call to action

1:10:25and instead what I tell people to do is

1:10:28move in angles and that's like what how

1:10:32the hell do you move in an angle you

1:10:33mean you want me to walk like

1:10:35horizontally everywhere I go really

1:10:38so it's kind of just gets your attention

1:10:41a bit and then you know people who

1:10:43believe they should make some money

1:10:45should try to make some money and I'm

1:10:47seeing that people who aim to do that

1:10:48don't make any and so now I'm inverting

1:10:51this public opinion right I'm just

1:10:53twisting it right upside down because a

1:10:56lot of people who want to make money try

1:11:00to make some money and I'm out here

1:11:03saying that you know that's not how you

1:11:05do it I'm just turning it upside down

1:11:07basically and so that's what I was

1:11:09saying before like inverting public

1:11:11opinion and it's a great way to get

1:11:14attention in to get

1:11:15engagement and you can see this ads had

1:11:17like 300,000 almost likes 3k comments

1:11:23it's had 9,000 shares the Serbs made I

1:11:25think the SADS made like 2 million bucks

1:11:29or something maybe maybe it's made more

1:11:32but last time I checked it was 2 million

1:11:34and I've included this the headline and

1:11:38the body copy and you'll see this body

1:11:39copy as long like it is all of this as

1:11:43long and then so I do a big intro piece

1:11:46to it and then I actually give advice

1:11:50like actually start teaching some stuff

1:11:52in here

1:11:53so the first one I teach people is the

1:11:56self illusion the second one is the

1:11:58mirror and the third one is patterns of

1:12:00existence and each one of these is an

1:12:01actual full full thing you know like I

1:12:04teach quite a lot in here and then after

1:12:07that I I basically say you know I hope

1:12:15this helps you on your journey so I'm

1:12:17like actually providing information that

1:12:19helps them and then I turn it around and

1:12:21I say did you find this post valuable if

1:12:23so I have good news I put together a

1:12:25free track free training here so I

1:12:27basically just tacked on at the end of

1:12:31it this is a helpful post which could be

1:12:33a blog blog post and then I just tacked

1:12:36on at the end

1:12:37did you help did you find this valuable

1:12:39and if someone's like yes then it's like

1:12:42if so I have good news and so you can

1:12:43see how I'm kind of earning I'm earning

1:12:46the right to to pitch because if they

1:12:50didn't find it valuable they'd be like

1:12:52did did you find this post really build

1:12:54they'll be like no and then they'll be

1:12:56like I say if so I've good news if not

1:12:59then I wouldn't have good news right and

1:13:01I'd probably just be able to ignore this

1:13:04so I'm only only if someone finds value

1:13:07in this am I really saying that they

1:13:10should pay any attention to what I've

1:13:11got and then I give them the free

1:13:14training and then you can see there's a

1:13:16claim down here but it's buried

1:13:19underneath a lot of text and all of this

1:13:22text is interesting it's abnormal and

1:13:25unusual and it actually adds value

1:13:29it actually helps people so that's a

1:13:32true Trojan horse ad this is like

1:13:35another one this is this one here I say

1:13:40nine Millionaire consultants were

1:13:42created with this advice ignore at your

1:13:43peril so it's kind of interesting

1:13:47especially with that image there with

1:13:49like a boat and stuff in the background

1:13:50and then you know you can see again it

1:13:53says see more and I talked about these

1:13:56three these three things then how a 26

1:14:01year old Punk started a consulting

1:14:02business and his parents carriage moved

1:14:04to Manhattan and made ten million in

1:14:05four years so this one's old because I'm

1:14:0729 now and I I ran this back when I was

1:14:1026 and it ran for about two years and it

1:14:13made more than 2 million bucks and you

1:14:17know this one was a really good ad and

1:14:21it's basically a story but it looks like

1:14:24news you know it looks like it's a news

1:14:26article or something and with the image

1:14:29it works really well too and there's the

1:14:34body copy and the headline and

1:14:35everything and then how did these 9

1:14:39entrepreneurs make seven figures and get

1:14:40on this private jet there's another good

1:14:42one but one of my best I think this is

1:14:45the all-time greatest out of all like

1:14:48this is the greatest out of all time

1:14:49that I've run and it's just called

1:14:50advice for consultant struggling to get

1:14:52clients from a consultant who has too

1:14:54many this one's made more than three

1:14:56million in its run for more than three

1:14:57and a half years this one crushes it and

1:15:00it's because it just provides really

1:15:03good advice it's like a Trojan horse ad

1:15:05where I give people advice by saying you

1:15:09know generalism you know most you

1:15:12shouldn't be a journalist you need a

1:15:13productive predictable way to get

1:15:15clients generate appointments sorry and

1:15:17you need a predictable way to convert

1:15:19appointments into clients and it just

1:15:22adds value so that is the Trojan horse

1:15:27Facebook ad examples swipe file it's

1:15:31available for download in the resources

1:15:33beneath this video the best use of the

1:15:36Trojan horse strategy is the reflections

1:15:40one by far this one is a killer

1:15:43still runs really well it gets ten out

1:15:47of ten on the quality score even after

1:15:49like years and it just still crushes it

1:15:52it's a beast and I also have some other

1:15:56examples of some trojan ads got them

1:16:00here but these guys up so this one here

1:16:08this is a this is real trojan alright

1:16:11and what we did is we actually didn't

1:16:17even put a hit line or and we didn't

1:16:22even run a normal ad as you can see here

1:16:25on this ad

1:16:26there's no head line right if I was to

1:16:29look at a normal ad it would look like

1:16:32it would look like that right it would

1:16:34be it would have a headline and then the

1:16:37image would be like rectangle landscape

1:16:41that's what an ad looks like so if we're

1:16:43using a Trojan strategy a true Trojan

1:16:46strategy then we shouldn't try to look

1:16:48like that and so instead we didn't know

1:16:53headline nothing and then if you click

1:16:55the image on an ad you usually go to the

1:16:57landing page if you click this image it

1:16:59just opens up the damn image which you

1:17:02might think is kind of counterintuitive

1:17:05like why would Sam do that does he just

1:17:08want people to click the image and not

1:17:10have a headline well it works like not

1:17:14all the time but it's something you

1:17:15should test because it's a Trojan horse

1:17:17said it looks like a post from a friend

1:17:19you know this is coming from Sam Evans

1:17:21image of me and then you know in a photo

1:17:26and towards the ends there's a link to

1:17:30the actual that's our call to action so

1:17:34this is how you can make it an ad it's

1:17:37basically a post and then we include the

1:17:40link in deep in the text it's buried and

1:17:44then we use no heed line or anything so

1:17:48this gets under the radar and it gets

1:17:52accepted as a true trojan strategy and

1:17:54you can do this by just create

1:17:56first of all an organic post so you can

1:18:00go to your fanpage and you create an

1:18:02organic post and towards the end of it

1:18:04you put the link in and you make sure

1:18:06that you delete the link preview if it

1:18:08pops up now this might be hard for you

1:18:11guys to understand so let me just give

1:18:13you an actual example so I have to go to

1:18:17my actual now let's do this on my

1:18:20personal page but if I go to paste in

1:18:24the slight link here right it just pops

1:18:27up here and see how it's pulling in this

1:18:30link preview this is called a link

1:18:32preview just get rid of that and then

1:18:35you get rid of this here to get rid of

1:18:37that and then you just add a photo or a

1:18:39video and what you're trying to do is if

1:18:45is have an image post but then you can

1:18:51have the link within the image sorry you

1:18:54can have the link deep within the ad

1:18:56text and then that way you do it

1:18:59organically first on your Facebook fan

1:19:02page and then it looks like a normal

1:19:05post but it's got a link in it

1:19:07to the landing page and then what you

1:19:09can do is you can use that ad you can

1:19:15use that post ID as an ad or you can

1:19:20boost that post and then you can find it

1:19:25in your you can find it in your ads

1:19:27manager the Booster post and you can

1:19:30copy that and you can actually put it

1:19:32into another one of your campaigns so

1:19:34that it's not just a booster post you

1:19:36can then just use that for targeting

1:19:37whatever you want that's a really good

1:19:39strategy

1:19:40here's another Trojan horse

1:19:44ad and this one's about as trojan as it

1:19:47gets

1:19:47there's a video of these black of a

1:19:51black panther and then me and it's like

1:19:55the most random thing in the world that

1:19:56you've ever seen and so this doesn't

1:19:58look like an ad and it doesn't even have

1:20:01a damn headline again and this one's

1:20:04kind of pushing it to be honest like it

1:20:07it it really pushes

1:20:10a bit but it's kind of relevant because

1:20:12they actually have a way to I actually

1:20:15have a way to talk about Black Panthers

1:20:18in this in this ad and you know make

1:20:22sense of it so remember you want to be

1:20:25out of place but relevant this Black

1:20:27Panther is certainly out of place but it

1:20:29does have relevance and so it works it

1:20:32works really well it's a it's a nice

1:20:34trojan strategy and then here's another

1:20:37one and this one was just you know a

1:20:40photo of me and my parents and so look

1:20:42at me there I just look like a I just

1:20:45look like a just a normal person eating

1:20:48a burger and some chips I do not look

1:20:52like a successful businessman or

1:20:55somebody that's going to like say that

1:20:58they're holding a webinar right it's

1:21:00really really this photo wasn't taken

1:21:03for the purposes of being in an ad

1:21:05I was actually just hanging out with my

1:21:08parents eating a burger and then someone

1:21:10took a photo and then later on someone

1:21:15else got that photo and used it in an ad

1:21:17and it worked and so this is what this

1:21:20is what I'm talking about you can find

1:21:22these these sorts of ads and they work

1:21:24really well because this is the sort of

1:21:26stuff people see on Facebook and they

1:21:28like clicking on because it's people

1:21:31Eden and its family and smiles and and

1:21:35there's no headline right so it's Trojan

1:21:38and if you click on it it just pops up

1:21:40the image and then it starts off by

1:21:42talking about how to retire your parents

1:21:44to st. Lucia

1:21:45it doesn't start talking about how to

1:21:47you know how to buy 50 Lamborghinis and

1:21:51ten helicopters and 19 Rolexes it does

1:21:54really the exact opposite of that but

1:21:59what's good about it is that it it still

1:22:03gets to make the claim and everything

1:22:05and it still gets to give a call to

1:22:08action link but it doesn't it just does

1:22:11not look like and it's not perceived and

1:22:14it's not received anything like an ad

1:22:17and this is the this the trick in the

1:22:21art to Trojan horse ad

1:22:24to not look like an ad the more it

1:22:26doesn't look like an ad the bitter but

1:22:28remember it still has to have some

1:22:29soldiers in it like if the Trojans has

1:22:33created the Trojan horse and made a big

1:22:35nice horse for you know people - for the

1:22:38enemy - except then they would have

1:22:41accepted it put it inside their gates

1:22:42and nothing would have happened so

1:22:44remember that they had to load soldiers

1:22:47inside it and the same way they had to

1:22:50put soldiers in their horse you have to

1:22:52put soldiers in your ad and your

1:22:53soldiers is your call to action in your

1:22:57pitch it has to be there and it has to

1:23:00be strong you don't just want to have a

1:23:03horse with nothing in it remember it's

1:23:08about achieving that balance keeping

1:23:11people happy on the platform but also

1:23:16being aggressive enough so that you get

1:23:20people to take action and you get

1:23:22customers trying to strike that balance

1:23:27now when you do this here's how you

1:23:30influence the system so when you have

1:23:34engaging ads so let's say you wouldn't

1:23:36put your ad and Facebook's algorithm

1:23:39runs it's processes it chooses who to

1:23:42give it delivery to and then people see

1:23:44it like it to click on it and whatnot

1:23:46that's the output then that's going to

1:23:49come back round through the feedback

1:23:50mechanism and change the ad and it's in

1:23:54its future and when the feedback comes

1:23:58through the Facebook algorithm and

1:24:00you're using a really engaging ad let's

1:24:03say you're using a Trojan horse style

1:24:05strategy with a really good ad well your

1:24:07quality score is going to look like 9 or

1:24:11greater now in order to have an ad that

1:24:14works you really need to be a 6 or above

1:24:16if you're below 6 your ad ain't relevant

1:24:20and you need to make it relevant and at

1:24:256 it can start to work but if you want

1:24:27something that's really going to work it

1:24:29needs to be 9 or above all of those ads

1:24:32I showed you were 10 like reflections

1:24:35has been 10 for

1:24:38for three years net we've never seen it

1:24:40at night so that's just that just gives

1:24:43you an idea of the sort of you know

1:24:45relevance quality score you need to be

1:24:47at to get to get things good you know

1:24:49you've got a good ad when it's a ten and

1:24:53you know you've got a good ad when

1:24:54you're CTR link and I mean CTR link not

1:24:57the normal CTR is greater than one

1:24:59percent and you know your red is good

1:25:02when it's got balanced 50:50 comments

1:25:05like 50 percent of the people a for at

1:25:0850 percent are against it and now

1:25:09they're starting to fight each other and

1:25:11attack each other and argue with each

1:25:13other and you don't have to step in and

1:25:15do anything all right you just let it

1:25:17happen

1:25:18best to stay out of it best to let them

1:25:21do it and by them doing it they're

1:25:24helping your ad which is all we really

1:25:26care about and that's how it works

1:25:29and so when the Facebook algorithm sees

1:25:33a Quality Score a relevant score of nine

1:25:36or ten and when they see when the

1:25:38algorithm sees a CTR of greater than one

1:25:40and when it sees the sentiment of the

1:25:44comments that they're both for and

1:25:46against in balance 50/50 it's like oh

1:25:50this is good let's give this thing in

1:25:52advantage so if you can signal these

1:25:55things to the Facebook algorithm it's

1:25:57going to then have a bias towards

1:26:00showing your ad to more people and it's

1:26:03going to show your ads more people it's

1:26:05going to give you more reach it's going

1:26:06to give you a higher quality of traffic

1:26:07it's going to give it to you at a better

1:26:10price and it's also you know going to

1:26:14give you advantage and preference over

1:26:18your competition which is how you win

1:26:20and so this is how we play to the

1:26:23algorithms biases by understanding how

1:26:26it thinks and then playing to that and

1:26:28engaging ads is at the heart of this so

1:26:34now let's talk about something called

1:26:36lexical sentiment bias so

1:26:42precognition so Facebook's algorithm

1:26:45knows the content people like and don't

1:26:48like

1:26:49without people seeing it in providing

1:26:51feedback and it has records of all liked

1:26:55and hated posts and the text contained

1:26:58in them so most people don't understand

1:27:01this you know Facebook's got saved

1:27:05perfectly in its databases and we houses

1:27:07and things every single posts that's

1:27:10ever existed on Facebook ever even if it

1:27:13was deleted even if it was moved they've

1:27:15got record of it within those posts are

1:27:17words and it can it can pattern match

1:27:22things it can look at hey this post was

1:27:25really hated and caused a big ruckus and

1:27:29it contained these words and hey look

1:27:32this post was really loved and it wasn't

1:27:35great and it contained these words so if

1:27:38you create a post that has word patterns

1:27:42that the negative one had it's it's not

1:27:45good news and if you have if you create

1:27:47a post that has word patterns that the

1:27:50positive ones used it is good use so

1:27:53Facebook isn't this is the this is the

1:27:57this is how you know complex this thing

1:28:01is but it's it's fascinating to

1:28:03understand is Facebook's algorithm

1:28:06doesn't have to wait until humans click

1:28:10can give feedback and comment or

1:28:12whatever it can pre it can make forecast

1:28:17how it's going to go before humans seen

1:28:19it just based on the words within it and

1:28:21so you know you there's things that we

1:28:24can do to make sure that the words

1:28:26within our ad are things that facebook

1:28:29likes and we don't include words that

1:28:32Facebook doesn't like so that we can get

1:28:34a further edge every where and how

1:28:39Facebook's algorithm does this is with

1:28:42something called a Lex of lexical

1:28:44sentiment analysis and lexical sentiment

1:28:47is the view or attitude a human will

1:28:51likely take based off a combination of

1:28:53words so if I'm a human and

1:28:56read a bunch words then I'm gonna have a

1:28:58feeling or I'm gonna have an image in my

1:29:01mind that creates a feeling interaction

1:29:03in a response and lexical sentiment is

1:29:08understanding what combinations of words

1:29:11create what sorts of responses from a

1:29:15human being and that's how it works and

1:29:20I'll show you

1:29:20you know examples of this soon and then

1:29:24there's trigger words and trigger words

1:29:28are words perceived as bad such as make

1:29:32money or anything anti religion or

1:29:35religion oriented at all because you

1:29:37know that's a that's kind of a like a

1:29:42trigger point for Facebook like you can

1:29:45cause a big ruckus if you talked about

1:29:47religion and then hate speech and racism

1:29:50all of these things right like if you go

1:29:52and put a post like that on the internet

1:29:54like that that will cause a ruckus and

1:29:57you know Facebook has they're watching

1:30:00out for those things in a big big way

1:30:03and obviously like none of us are going

1:30:06to create ads that that do that but

1:30:10sometimes we can accidentally trigger

1:30:12the wrong thing just by saying you know

1:30:15particular words because remember the

1:30:17algorithm isn't perfect it can't

1:30:19understand if something is actually bad

1:30:22or not like in the ultimate reality it

1:30:26just uses heuristics to make roundabout

1:30:29as like assumptions and guesses and

1:30:31judgments that are true most of the time

1:30:33but obviously they get things wrong

1:30:35sometimes and these trigger words you

1:30:39want to avoid using them at all cost and

1:30:42if you do use them Facebook will likely

1:30:44disapprove the ad ban you and you know

1:30:47your time on Facebook will be

1:30:49short-lived

1:30:51but then Facebook's algorithm what's

1:30:55fascinating about it is it has a

1:30:57happiness bias so Facebook's algorithm

1:31:01can tell if a post or an ad is negative

1:31:04or positive based on its words based on

1:31:07the words within it it can read those

1:31:09and be like oh this is happy

1:31:10all this is negative and the algorithm

1:31:13has a bias towards positive content

1:31:16because it wants its users happy not

1:31:19said and this is a no-brainer

1:31:21you know Facebook what do they want they

1:31:23want users on their platform and they

1:31:24want them engaged now if you want users

1:31:27to be on your platform and have been

1:31:28engaged like you want them obviously you

1:31:31want them to be happy not sad

1:31:32so obviously Facebook's algorithm has a

1:31:35bias towards serving positive content

1:31:38over negative it's going to serve more

1:31:40happy content over sad content and if

1:31:43something's super happy it's going to

1:31:45really serve that to a lot of people and

1:31:47if something is negative it's not going

1:31:49to serve that or if it does it's going

1:31:52to serve it in low doses and then it's

1:31:53going to stop serving it completely so

1:31:57how do we make our ads more happy so

1:32:04hacking happiness so you want to take

1:32:06your winning ad angles and copy paste

1:32:09the text and to a lexical sentiment

1:32:12analysis tool to see its score and then

1:32:15what you want to do is change words to

1:32:18increase happiness without changing the

1:32:21core message now that's all kind of law

1:32:25your mind is pretty cool and I'll show

1:32:28you how it works I have included a

1:32:30lexical sentiment analysis tool for you

1:32:32and the link is on the screen

1:32:35consulting.com forward slash lexical -

1:32:38tool and you want to use this free tool

1:32:41to analyze the sentiment of your ad

1:32:43angles by copy pasting their text into

1:32:47here so let's take a look at this so

1:32:54this is what this tool looks like pretty

1:32:56simple and you can enter words here

1:33:00select your language and then click

1:33:02analyze so if i put in the word say you

1:33:06know love and then analyze it it's going

1:33:09to say or if i put in you know it's

1:33:12fascinating to see what combinations the

1:33:14love actually comes up neutral but if i

1:33:17put in like laughs

1:33:21positive right so it's quite fascinating

1:33:24to see how this how this this tool

1:33:31judges like like judges whether

1:33:36something is happy or sad based on the

1:33:38words or the combination of words and

1:33:40then if we put in something like hey

1:33:42obviously it's going to be negative all

1:33:45right and so we don't really use this

1:33:49for individual words I used

1:33:51I put an individual words so I could

1:33:53show you how it works what we do is

1:33:56instead we put in combinations of words

1:33:59so let's grab the describe one of these

1:34:07angles here so this is probably one of

1:34:10the best ads if you've run of all time

1:34:12and it's called reflections on reality

1:34:15and let's grab the body copy here just

1:34:20grab all of it and see how it and see

1:34:24how it works now hold on it it's

1:34:27probably going to grab that copy to

1:34:28which is going to be annoying there's

1:34:33gonna be a fury annoying so instead let

1:34:36me just find it here this will allow me

1:34:41to copy it without grabbing all of that

1:34:47so I'm just grabbing all the body copy

1:34:49here all the way to the end and I go

1:34:53copy and then I paste it right ton of

1:34:59words and it analyzes as positive so a

1:35:05zero point six pause needs everything

1:35:07for so this probably plays in in a huge

1:35:10way into this add angle and it's success

1:35:15you know if you get you're really

1:35:18wanting to get an ADD angle that's

1:35:20positive and you don't want to have an

1:35:22ADD angle that's negative and if you're

1:35:25a dangle is neutral

1:35:26that's alright but you want to try and

1:35:27make it positive and they will do better

1:35:32when you're positive one because humans

1:35:34like being

1:35:35happy and also the algorithm likes that

1:35:39when humans are happy and if you make

1:35:41humans have it and you make the

1:35:43algorithm happy then you really you know

1:35:47get the whole machine to start dancing

1:35:49now it's important not to just write a

1:35:52really happy feel-good ad with no

1:35:55intention or or no call-to-action you

1:35:58still have to have a call to action and

1:36:02you still have to be aggressive enough

1:36:04in order to you know to make your point

1:36:06and you know get people you know get

1:36:12people motivated enough to click and

1:36:14take action but you can still leave

1:36:17people feeling happy now if you get an

1:36:21ad let's say we put in an ad here and

1:36:24it's coming up and negative then we want

1:36:27to start going through here and looking

1:36:29at words that aren't really that

1:36:34positive and we want to start changing

1:36:36them like we want to start removing

1:36:39negative words and we want to start

1:36:41rewording things to be more positive

1:36:42rewording negative sentences and you

1:36:46know we want to try and put more

1:36:48positivity into things right so we want

1:36:51to adapt it now the best place to start

1:36:54with this is to find you're all ready

1:36:56winning proven hands because we know

1:36:59those work we know they are your best

1:37:01ads and so we want to grab the the copy

1:37:04from that paste it in here and then make

1:37:07it better and then take that back to

1:37:09Facebook create a new ad and compete

1:37:11them head-to-head compete your already

1:37:14proven winning ad versus the sentiment

1:37:18modified you know winning ad and watch

1:37:21the difference so that's how it works

1:37:25and it's a very cool tool and you know

1:37:31Facebook's algorithm absolutely is doing

1:37:34this and it absolutely has a bias

1:37:35towards these things and it's actually

1:37:39very simple technology that really you

1:37:42know fuels this this has been around for

1:37:45a long time it's not my NASA stuff

1:37:48but it goes deeper than that I've also

1:37:51created a list of lexical happy and sad

1:37:57words so the hundred most happy and the

1:38:01hundred most sad words in the English

1:38:03language in order and you want to avoid

1:38:07the negative words and then you want to

1:38:09use the positive ones so let's take a

1:38:12look so this is available for download

1:38:14beneath this video in the resources

1:38:18section

1:38:18it's called lexical happy and sad words

1:38:21and it these are the hundred most

1:38:26negative sad words in order with

1:38:29terrorists being the absolute number one

1:38:31this is the most negative word you can

1:38:33possibly use followed by all these other

1:38:35words don't really encourage you to read

1:38:38through this list here because it's

1:38:39pretty bad I am showing you this that

1:38:43you do not include these things and you

1:38:46know some of these words you know some

1:38:49of these words you can see how you can

1:38:51you can use without really being aware

1:38:55of what you're doing like robbed or you

1:39:00know hated or painful or hurt or

1:39:03depressed or cried sobbingly

1:39:06you know some of these words are you

1:39:09know you could use them in an innocent

1:39:10way without really thinking about it but

1:39:12you know you could really hurt your ad

1:39:15by doing so so you want to try to avoid

1:39:17all of these because they are the most

1:39:20strong signals of negativity and then

1:39:25here's the 100 most positive happy words

1:39:29in order with number one being laughter

1:39:32more than happiness just fascinating

1:39:34more than love so you know you want to

1:39:37try using these words now you're not

1:39:39trying to keyword stuff you will add in

1:39:42making it stupid remember I said you

1:39:45want to start with an already proven

1:39:47winning ad and just slightly modify it

1:39:51just see if you can fit in a few more

1:39:53positive words see if you can remove

1:39:54some negative words and improve its

1:39:56sentiment score in the tool I gave you

1:39:59which I've linked to up here as well

1:40:02so that you can copy/paste I read

1:40:04England make sure it doesn't have any of

1:40:06these make sure you can put in some of

1:40:08these bump up that sentiment and then

1:40:12I've also included things that trigger

1:40:14Facebook's red flag and don't use words

1:40:17relating to these things so when you

1:40:21include words that relate to certain

1:40:23things Facebook it it Flags you in it

1:40:28like red flags your account and it will

1:40:30either just ban your aunt

1:40:32it'll ban your entire ad account or it

1:40:35will just flag your account and throttle

1:40:38your delivery of impressions and reach

1:40:40and things now I don't have the exact

1:40:43list of all the actual words so but what

1:40:47I do have is a list of the things that

1:40:49really doesn't like so like don't

1:40:51promote MLM or get-rich-quick or make

1:40:53money from home etc and don't promote

1:40:56weapons or stuff related to weapons

1:40:58right don't break the law don't be

1:41:00offensive no spam don't promote illegal

1:41:03things and so in you know don't promote

1:41:07adult products so you can kind of use

1:41:10your your common sense about words that

1:41:13relate to any of these things because

1:41:17words that are going to relate to any of

1:41:19these things are going to be trigger

1:41:21words and trigger words forget about

1:41:23your sentiment analysis just being

1:41:25positive or negative trigger words will

1:41:27just get your ad flat up flat out just

1:41:29it won't get approved and even if it

1:41:32does get approved you know it'll just

1:41:34get your read eventually disapproved and

1:41:36it might cause your whole ad account to

1:41:38come down so avoid the trigger words and

1:41:41then increase your sentiment and

1:41:43positivity with more positive less

1:41:46negative and you've got the tool and the

1:41:49resources to do it and when you improve

1:41:56the sentiment of your ads you know

1:41:59you're going to get when it's when when

1:42:03you input your ad into Facebook it's

1:42:07going to run a quick process on it and

1:42:09it's going to determine you know the

1:42:11sentiment very quickly it's going to be

1:42:13less this positive or negative it's

1:42:14going to be positive and it's good if it

1:42:16negative it's not good if it's neutral

1:42:18it's okay but obviously positive has a

1:42:20big advantage but not just is it

1:42:22positive or is it negative there's a

1:42:23scale you know the more positive it is

1:42:25the better if something is more positive

1:42:28than something else that's still

1:42:29positive Facebook's algorithm will give

1:42:31preference to the thing that's more

1:42:33positive and then it's also scanning for

1:42:36trigger words does it have trigger words

1:42:38if it does it's going to you know

1:42:41decline it's going to disapprove your ad

1:42:43before it has even had a chance and if

1:42:47it doesn't it's gonna pass it and it's

1:42:49gonna let it go all right so you want to

1:42:51make sure the algorithm is receiving

1:42:53these signals so that you can have a

1:42:56preference in an advantage when

1:42:58advertising now let's talk about

1:43:01something which is kind of spooky and

1:43:04this if the lexical didn't blow your

1:43:06mind

1:43:07this thing's gonna blow your mind

1:43:09graphical sentiment bias most people

1:43:13don't know you can do this thing or most

1:43:15people have absolutely no idea this

1:43:16thing is even doing this thing and is

1:43:18capable of this thing so let's see what

1:43:21it does precognition so Facebook's

1:43:26algorithm knows the photo as people like

1:43:28and don't like

1:43:30without people seeing them in providing

1:43:33feedback and it has records of all liked

1:43:36and hated posts and the photo is

1:43:40contained in them from all time even

1:43:42ones that have been deleted everything

1:43:45that's ever been put onto Facebook it

1:43:47has warehoused and tagged and so unlike

1:43:53words you know words are easier because

1:43:56Facebook's algorithm can just look at

1:43:58the words and it can find hey these

1:44:01words were here these words are there so

1:44:02it's probably like this but with images

1:44:05it's harder because you know images

1:44:07don't contain words but what do they

1:44:09contain they contain pixels and objects

1:44:12and things and so Facebook's our

1:44:15algorithm can actually run like image

1:44:18recognition and it can find you know

1:44:21objects within images and if it runs

1:44:25like a nearest neighbors sort of

1:44:27algorithm through its database of

1:44:29all posts and images of all time it's

1:44:32looking for images that look like this

1:44:37image or images that contain objects

1:44:39that this image contains and whether

1:44:42those images in the posts containing

1:44:45those images were positive and well

1:44:49received by the audience or negative and

1:44:52hated by the owners and if your images

1:44:55contain objects like the positive ones

1:44:58then you're good you've got an advantage

1:45:01and if your images contain objects that

1:45:04were like the negative ones you have a

1:45:05disadvantage right that's how it works

1:45:08most people have no idea that the

1:45:10algorithm can look at the images it

1:45:12absolutely can it's been doing it

1:45:14forever how do you think when you upload

1:45:16a photo it can detect somebody's face

1:45:19you know like that'sthat's the start I

1:45:22mean it's pretty advanced it can detect

1:45:23a face so if you upload an image it'll

1:45:26find the people in it and all it'll

1:45:27check them and also if you upload an

1:45:31image with text on it now Facebook knows

1:45:34when there's an image with the text on

1:45:35it it is the 20% X rule and so it's

1:45:38obvious that Facebook this algorithm is

1:45:41scanning the images but what it can see

1:45:45is the question and that's what I'm

1:45:50going to show you in here not only what

1:45:53it can see but what it likes so what

1:45:55things that it can see in images does it

1:45:59like so how can we give it those things

1:46:02an image recognition so Facebook's

1:46:06algorithm scans images and detects the

1:46:09object scenes and emotions in them and

1:46:12graphical sentiment is the view or

1:46:15attitude that a human being will likely

1:46:18take based on a graphical combination so

1:46:22based on you know a bunch of pixels any

1:46:27human looking at those pixels all the

1:46:30human respond positively or negatively

1:46:31if positive then the sentiment is is

1:46:36positive if negative the sentiment is

1:46:38negative

1:46:40and this is how it works and so that is

1:46:44the graphical sentiment and really it's

1:46:47it can detect so much more than that not

1:46:49just is it negative or is it positive it

1:46:52can detect a huge amount of things so

1:46:55here's one of the ads that you know I'm

1:46:58running and when Facebook's algorithm

1:47:02really assesses this image it can detect

1:47:04faces like my face and my wife Ashley's

1:47:07face and it can also detect that there's

1:47:10humans so first of all it might detect

1:47:12that there's two people in here then it

1:47:15might detect the sex

1:47:16well it doesn't might it actually does

1:47:18detect sex one male one female two

1:47:20humans and then it can detect the rough

1:47:22age range with pretty good accuracy 25

1:47:2534 it can tell if there's kissing and it

1:47:29can tell if it's outside or inside it

1:47:31can tell what a beaches so here's a

1:47:34beach it can tell what nature is nature

1:47:37is a category containing things within

1:47:39nature so if one of these is true nature

1:47:42is true and then it can form a sentiment

1:47:45from the overall combination of images

1:47:48and the sentiment could be happy neutral

1:47:51or sad which is positive negative or

1:47:53neutral right and there are things that

1:47:58Facebook's algorithm likes not just it

1:48:02likes happy sentiments but it also likes

1:48:05certain objects which is fascinating so

1:48:08Facebook's algorithm has biases towards

1:48:11objects in images and so we want to play

1:48:14to those biases but you know I want to

1:48:18back up what I'm saying because I'm sure

1:48:20some of you like does it really do this

1:48:21like does it really know how to call

1:48:24these images and Sam how do I know that

1:48:27it actually does this like can you show

1:48:30me well if you don't believe me watch

1:48:34this so I have on my screen here my

1:48:43mobile phone all right so I've hooked it

1:48:45up to my computer and if I show you on

1:48:51mice on my phone here

1:48:53I will be able to show you what I can

1:48:57how this thing works so I'm on my iPhone

1:49:02right now and I'm using Google Chrome

1:49:05which is an app for you know it's a

1:49:07browser so Google Chrome on an iPhone

1:49:10and I'm not using the Facebook app I'm

1:49:13just going to the Facebook website and

1:49:15I'm logged in right and then you can

1:49:17look at any person on Facebook I'm just

1:49:20going to use my mum here in ovens and

1:49:23then you need you can go to an image

1:49:25like that say this image here and once

1:49:29you've found an image you can just hold

1:49:32down your thumb on that image and then

1:49:41you know you want to just hold down so

1:49:44and then it should say copy we'll look

1:49:46up then you want to select copy right

1:49:50now if I just go to a message by any

1:49:54sort of text I could go to a notes or a

1:49:57new message and now I just want to paste

1:49:59what I copied and I don't think

1:50:04Facebook's aware of this but I found it

1:50:06and this is what it's reading in there

1:50:09this is what the algorithm is doing and

1:50:11it says image may contain three people

1:50:15so it can detect the number of people

1:50:18and it's detected one of the person's

1:50:22names my sister Isabel Evans and it can

1:50:26detect that people are smiling and it

1:50:28can detect that people are standing

1:50:30instead of sitting and it can detect

1:50:32that somebody is wearing a suit and it

1:50:35can detect that it is outdoors so how

1:50:39about there so that's you know that was

1:50:42the one I just showed you if I go back

1:50:44to Chrome that was that so it could

1:50:47detect my dad suit three people one of

1:50:50their names outdoors smiling let's try

1:50:55another one so let's try this copy

1:51:07this one's found two people smiling

1:51:11standing and hat so it's funny what it

1:51:14can detect right it's detected a hat and

1:51:17smiling and standing but it's detected

1:51:22two people and this is the thing like

1:51:24you know there there was obviously only

1:51:27one person in there right but machines

1:51:30are funny so let's go back and look at

1:51:31it again so you see there's someone's

1:51:33face in the background there so even

1:51:36though our human mind when we looked at

1:51:38it that fast like I don't know if you

1:51:40did but I didn't really see that face

1:51:42the first time I looked at it I just saw

1:51:43one and so that's why when it first

1:51:46pasted it and it said that there was two

1:51:48I was like what does it make a mistake

1:51:49but there's actually two in there and so

1:51:52you can see how accurate this thing it's

1:51:53and it even detected my sister's cap

1:51:56their hat and what's fascinating about

1:51:59this is that you know if you've if

1:52:01you've ever noticed graduation photos

1:52:04seem to get really really a lot of likes

1:52:08know in comments now in order for them

1:52:10to get a lot of likes and comments it

1:52:11has to get a lot of reach a lot of

1:52:12people have to see it so how does it

1:52:15know because you know it's its algorithm

1:52:18has to detect certain things right now

1:52:21it can detect things like hats and if

1:52:25someone's wearing one of these hats

1:52:26it might help it get a lot more reach

1:52:30right and so this is how advanced this

1:52:33thing is and what I showed you is just

1:52:35an actual way to prove it that and this

1:52:38isn't everything that the algorithm is

1:52:41seeing in here this is just the things

1:52:44that I can prove to you that it's seeing

1:52:46in here by this example and it hack that

1:52:49I found and you can do that on your own

1:52:52phone whenever you want and so now that

1:52:57we know that Facebook's actually doing

1:53:00this we want to play to its biases so

1:53:06pre I already explained these things so

1:53:09just like with lexical sentiment there's

1:53:11trigger objects not trigger words but

1:53:15trigger objects and then there's happy

1:53:17objects and then there's you know all

1:53:19this positive objects a negative

1:53:21objects and neutral objects and trigger

1:53:24objects are objects perceived as bad

1:53:27such as violence gore text overlay sex

1:53:30nudity etc and you want to avoid using

1:53:34these objects at all cost and Facebook

1:53:37will likely disapprove the ad ban you

1:53:39and your time on it will be short-lived

1:53:42so don't include things like blood

1:53:45violence gore sex nudity you know it

1:53:50it'll detect these things like

1:53:52Facebook's algorithm is very good at

1:53:54detecting you know nudity in pornography

1:53:58no do you really think humans at

1:54:00Facebook have the time to check every

1:54:03single image it no way so they've got

1:54:07algorithms that do a lot of this and so

1:54:10do most platforms it's not just Facebook

1:54:12and it can detect all sorts of stuff so

1:54:15don't trigger any of these things now

1:54:20happiness bias so Facebook's algorithm

1:54:24can tell if a post or an ad is negative

1:54:27or positive based on its image and the

1:54:31algorithm has a bias towards positive

1:54:34objects scenes and emotions because it

1:54:37wants its users to be happy now hacking

1:54:41happiness so you want to take your

1:54:44winning add images and load them into an

1:54:46image recognition or analysis tool to

1:54:49see it's objects and emotional sentiment

1:54:52and then you want to test new images

1:54:54with more positive objects scenes and

1:54:56emotions so how do we do this so I've

1:55:01got two tools to show you the first one

1:55:05is an image sentiment analysis tool or

1:55:08sorry both of these image sentiment

1:55:10analysis tools and you can use these

1:55:13free tools to analyze the object scenes

1:55:16an emotional sentiment in images so

1:55:20object and scene analysis is the first

1:55:23one and it's consulting.com forward

1:55:25slash object tool so let's check this

1:55:28one out first

1:55:33so this is called Amazon recognition and

1:55:37honestly you don't even really need to

1:55:40to try this out you can try it out if

1:55:42you want you can just get a free AWS

1:55:46account you can just create an account

1:55:47it's free you don't need a penny money

1:55:49and then you can just try a demo and

1:55:52then when you come here you can see that

1:55:55you can look at the sample image and

1:55:57from the sample image it's detected that

1:55:59there's a skateboard sport human people

1:56:02buy all of these different things and

1:56:05what we want to do is we want to upload

1:56:07one of our photos here so let's say I'll

1:56:10grab this one so here it's detected

1:56:17human in people person face portrait

1:56:20female so it was getting sex leisure

1:56:24activities this is an interesting one

1:56:27smile

1:56:28apparel clothing heerd laundry underwear

1:56:31woman dress alright so you can see that

1:56:36it can detect you know all the these

1:56:39different things from here and these are

1:56:45the different objects that it might find

1:56:47in an image but there's another one we

1:56:49can use which is called emotional

1:56:51sentiment analysis and this one's

1:56:53consulting.com ford slash emotion tool

1:56:57in this one you don't even need a login

1:57:00at all you can just go to this and then

1:57:03just try this demo and hear it you can

1:57:07use the sample image or you can upload

1:57:09one so if I upload an image this time I

1:57:15will use I just go to enter in this

1:57:26then I'll use this image so you can see

1:57:33that as soon as it's loaded in it can

1:57:37detect the two faces mine and Ashley's

1:57:40my wife now if I click on mine my

1:57:44response here is happiness so you know

1:57:50this happiness here but there's also

1:57:52fear which is actually interesting which

1:57:55can be caused sometimes by like the

1:57:57glasses but if you look at me there it

1:57:59doesn't really look fear but this is

1:58:01fascinating to see what it's seeing here

1:58:02then this one here is happiness but it's

1:58:08actually reading disgust and it's

1:58:11probably because of the the sunglasses

1:58:14here so that's why it's fascinating to

1:58:16see what a machine sees sometimes and

1:58:19it's why sunglasses can really play with

1:58:21it

1:58:22but let's try a different one like this

1:58:32so this one's detected Ashley for

1:58:35happiness but it's quite blurry so let

1:58:37me try a neck let me try another one

1:58:39this one here this one's got me neutral

1:58:46and it's got Ashley neutral too but you

1:58:50know what these images are actually

1:58:51really blurry because if I can see it up

1:58:54here because I've tested this one before

1:58:56and it gives me neutral and it gives

1:58:57Ashley happy let me try it one more this

1:59:05one here let's see what this finds it's

1:59:08not gonna find a face in that and it's

1:59:10also fascinating to check if it's

1:59:12detecting a face now this here isn't

1:59:15Facebook's algorithm and what it can see

1:59:17this is just a another tool that can

1:59:21detect things but it's it's important to

1:59:24load in some of your proven images and

1:59:26see what the algorithms can see in here

1:59:29but you can see from this image it's

1:59:31detected surprise and in this one it's

1:59:35detected

1:59:36happiness this one's happiness this one

1:59:41here it's detecting neutral and really

1:59:47what you want to do is you want to make

1:59:48sure that yours it's detecting a face

1:59:51first and foremost because Facebook you

1:59:54know what are people like to see on

1:59:55Facebook people what do people have

1:59:57faces so it should detect faces and in

2:00:01those faces it helps if it can detect a

2:00:04positive emotion happiness surprise

2:00:07something like that and then also you

2:00:13can see the different images the objects

2:00:16that can detect in here it should detect

2:00:17human people person face it should

2:00:21detect these things smile as a positive

2:00:24that's how it works

2:00:29now with these tools alone you know we

2:00:31know we want people to be in them we

2:00:33know we want them to read happy or

2:00:36neutral at the least not negative but

2:00:39how can we really take them to the next

2:00:42level how can we really play to the

2:00:44extremes because remember algorithms

2:00:46like extremes and that's why I created a

2:00:50list of graphical happy and said objects

2:00:54now these objects scenes and emotional

2:00:57sentiments considered to be happy and

2:00:59sad and you want to avoid the negative

2:01:02ones and use the positive ones

2:01:04so there's take a look at this this is

2:01:07when we're starting to get pretty ninja

2:01:10so this is a resource a PDF available

2:01:13for download beneath this video in the

2:01:15resources section graphical have heavy

2:01:17and said objects and introduction

2:01:20Facebook's algorithm performs graphical

2:01:22analysis on the images in your ads and

2:01:24it has a bias towards positivity this

2:01:26means positive ads get priority more

2:01:28reach impressions dial prices etc and

2:01:31I've given you the link to those tools

2:01:33again and here's the positive object

2:01:36scenes in emotions that the algorithm

2:01:39can detect and likes so you want to try

2:01:43using these the first one is a big one

2:01:46and it's humans it loves humans

2:01:49so more is better than one and optimal

2:01:53is one male and one female and why this

2:01:56is is because it's quite it's quite its

2:02:02instinct it's in the human species

2:02:05instinct if we weren't programmed to

2:02:09like one male one female then we

2:02:11wouldn't be alive because this is the

2:02:14combination it requires for life to

2:02:15exist right so you know it likes that

2:02:19also when there's a male and a female

2:02:21females females like images of females

2:02:26and males they can adjust valves and

2:02:28that's why most females heroes other

2:02:31females and most males heroes are the

2:02:34mouse right so when you have a male and

2:02:36a female together you get both sides so

2:02:42this is quite fascinating that's why a

2:02:44lot of the add images you'll see now of

2:02:45me and my wife now faces it loves faces

2:02:50if you've got humans in it make sure

2:02:52that there's faces in it or vitamins

2:02:55then it like smiles and other positive