Full transcript
0:00A few weeks ago, I flew to Las Vegas to
0:01spend a day with Alex Mosi. He gave me
0:03some fantastic advice about my business
0:04in general, and we discussed meta ads
0:06and his approach to Facebook ads and
0:08Instagram ads quite a lot. That day cost
0:10me $135,000,
0:12and I've got another day booked in with
0:13him in February that's costing me
0:15another $100,000. So, in this video, I'm
0:18going to share the strategies and
0:19techniques that I'm fortunate enough to
0:20have access to. And don't worry, I'm not
0:22going to charge you $235,000
0:24for this Facebook ad strategy and
0:26techniques. In fact, I'm going to give
0:27it to you for free starting [music] now.
0:29So there are three big points to focus
0:30on. I'll save the best till last. Now
0:32the first is his strategy post
0:34Andromeda. So for those who don't know,
0:35Andromeda is an ad retrieval system. It
0:38was rolled out to most ad accounts
0:40around about a year ago. And what it
0:43allows for is for Meta to be able to
0:44better do personalized ad delivery.
0:47Basically work out this person should
0:49see this ad, this person should see this
0:51ad. Before Andromeda, Meta would put
0:53users into buckets like you're
0:55interested in this along with all the
0:57other people that are interested in
0:57this. Therefore, you're all going to see
0:58the same ad. Now, Meta is better able to
1:00be like, you're more respond to this ad,
1:02you might respond to this ad, and they
1:03can customize that and we can get better
1:04results. And that's why one of the big
1:06pieces of advice that we've had post
1:07Andromeda is more ad creative, more
1:09creative diversification. So, don't just
1:11run the same type of ad, have different
1:13formats, videos, statics, carousels,
1:15also have different ad styles, right? Do
1:17UGC and founderled and animated and
1:19influencer, etc., etc. Like lots of
1:21different ad types. Now, most
1:22advertisers don't like the Andromeda
1:24update. You hear it in the community all
1:26the time. Loads of comments. people
1:27saying my results got worse, etc., etc.
1:30What's really interesting is that Alex
1:31said that his results are better than
1:33ever post Andromeda. And this is not
1:36just for the stuff he's running ads for
1:37for his own business, for
1:38acquisition.com. Because that could be a
1:40bit misleading, right? You'd be like,
1:41well, your ads are performing better
1:42than ever because your personal brand
1:44group, right? But this is across the
1:45board. And if you know Alex setup, but
1:47he has a portfolio of companies, many
1:48other interests, and he's seeing better
1:50ad results post Andromeda across the
1:52board, which is very interesting. And
1:53like I said, goes against the narrative
1:56of what you hear from most advertisers
1:58online. Now, he did say in order to get
2:00those great results, they're having to
2:01produce more ad creative than ever
2:04before. So, either him or whoever is
2:07recording the ads, like for his
2:08portfolio businesses, for example,
2:09they're recording ads every single week.
2:12And not just one or two ads, like 50
2:15plus. That's an enormous amount of
2:17creative that they're producing. And
2:19like, he's a really busy guy. And a lot
2:21of the people that are creating these
2:22ads within his organization are really
2:24busy people. They're finding a way to do
2:26this. He did actually laugh and say how
2:27bored he is with doing it. Like so bored
2:29of of making ads, but that's what's
2:31required to get the best results. So I
2:33think that this absolutely lines up with
2:35what we're seeing in the accounts that
2:37we're running is that more creative
2:39volume is really beneficial. And I often
2:42get asked, how many ads should I have in
2:44a campaign? How many ads should I have
2:46adset? And my answer is as much high
2:49quality ad creative as you can produce.
2:52Like your limiting factor is not what
2:53the platform can handle anymore. They
2:55used to say no more than six ad creative
2:57in any one adset. Totally throw that
2:59out. You can have 20, 30, 50 more
3:02running in at any one time. The
3:03constraining factor is always how much
3:06good stuff can you actually produce? It
3:07needs to be good. You don't just want to
3:08be producing stuff for the sake of it
3:10and not be very good. It needs to be
3:11good. But this absolutely ties up with
3:12this not just the volume but also the
3:15diversification. So, like I said, make
3:16sure you're using different ad styles,
3:18different ad formats. Don't just get
3:20stuck with like we produce static images
3:22and they're all of the same type. It's
3:24like you're only probably tapping into a
3:26small fraction of your target market
3:28because those ads are only really being
3:30served to people that respond to that
3:31type of ad, but you want to be able to
3:34take advantage of all the other types of
3:35people that some will respond to. client
3:37testimonial ads. Others will respond to
3:39partnership ads that you work with
3:40influencers. Others will respond to UGC.
3:43Others will respond to product
3:44demonstration. Lots of different styles.
3:46So, you want to make sure you're uh
3:48covering your bases there. And look at
3:51Andromeda, particularly if your results
3:54got worse post Andromeda. If you're
3:56running ads beforehand, look at
3:57Andromeda as an opportunity, not as this
4:00challenge to overcome. Because if other
4:02people are struggling with it, but you
4:03can really crack that creative volume,
4:05carve out that time, realize how
4:08important that is to your meta ad
4:10performance, which is probably really
4:11important to your results, right? If
4:12it's how you get a lot of your your
4:14customers, and find a way to use it in
4:17your advantage and get a competitive
4:19edge over your competition who aren't
4:20doing that. So, the next thing was
4:22around tracking and tracking accuracy
4:24specifically. And he talks about this
4:25quite a lot in relation to metadatas,
4:27but also in other things within his
4:29business, within in my business and
4:30other people that that were in the room,
4:32recommendations, and he's really keen on
4:34making datadriven decisions. It's like,
4:35should I do this or this? It's like,
4:36well, let's have a look at the data. And
4:38in order to have the data, you need to
4:39be tracking it. You need to be tracking
4:41it to know which one of these two
4:42options actually performs best. That
4:44came up very often. I totally get it. I
4:47think within a a performance marketing
4:49landscape like meta ads, people who've
4:51been involved in that space are sort of
4:53naturally geared up to that. like,
4:54right, we're used to looking at
4:55dashboards, we're used to looking at
4:56data, being able to make decisions based
4:58on on things that we see, but if you're
5:00making optimization based on this ad has
5:03a better return on ad spend than this ad
5:05or this ad has a lower cost per lead
5:07than this ad, well, that data needs to
5:10be accurate. If you're making decisions
5:11based on inaccurate data, you will be
5:13making wrong decisions. And if you're
5:14making wrong decisions, it means you're
5:16turning off things that should stay on.
5:18You're leaving things running that
5:19should be turned off. you're not taking
5:21the learning that you should be to help
5:23inform what you should do next and
5:25iterate on on ad performance. Creating
5:28high performing meta ad creatives is one
5:29of the biggest bottlenecks for most
5:30advertisers. It's timeconuming and
5:32expensive especially if you're testing
5:34multiple variations. So I want to
5:35introduce you to Higsfield MCP. Until
5:38now, Claude could talk about ad
5:39creatives, brief them, script them, plan
5:41them. With Higsfield MCP, it can
5:43actually generate, edit, and ship them
5:44end to end in one chat. Here's what
5:46makes it really powerful for meta
5:48advertisers. You give Claude your
5:50product link. It reads your reviews,
5:51pulls out the selling points and the
5:53objections, then writes your ad briefs,
5:55and generates the creative all in one go
5:57without switching between tools. So
5:58whether you're currently paying for
6:00creatives or making them yourself, you
6:01can have a full set of ad variations to
6:03test in a fraction of the time and cost.
6:05And the setup is really straightforward.
6:07Go to Claude, open settings, click
6:09connectors, hit the plus button, and add
6:11Higsfield as a new connector. That's it.
6:13You're ready to go. Click the link in
6:15the description to get a custom discount
6:16for being part of my audience. And I'd
6:18strongly recommend checking it out if ad
6:19creatives are eating into your time or
6:21your budget. So the third point, and
6:23this is the most important, is to make
6:24sure that your meta ad campaigns are
6:26optimizing for the right thing. Now,
6:28most advertisers think they've got this
6:30right, but they don't. So the difference
6:32between optimizing for qualified leads
6:35and leads is an absolute gamecher when
6:38it comes to your results. Because if
6:40meta is only trying to get you more of
6:42the people that you actually want to
6:44become a lead as opposed to just getting
6:45leads in general, that system
6:48reinforces, it learns over time and your
6:50lead quality massively improves. And
6:53with just a few small tweaks, you can
6:55set up your ad campaigns to do that. So,
6:57I'm going to show you how this works and
6:59what this looks like. So, I'm an example
7:00meta ad account here. I've created an
7:02example lead campaign because one of the
7:03scenarios where this is most applicable,
7:05but this does apply to other campaign
7:06types as well. I'm at the adset level,
7:08right? And we've got the conversion
7:09location. So let's say we're sending
7:10people through to our website. I'll
7:12explain this for instant forms as well
7:13in a minute. But let's say we're sending
7:14people through to our website. We've got
7:16our performance goal, maximize number of
7:17leads, data set, example ad account.
7:19Sure. Now what most people do is they'll
7:22have a form on their website. People
7:24will fill out the form. They'll become a
7:26lead. They'll go through to a thank you
7:27page after they fill out the form. And
7:29on that thank you page, you'll have the
7:31lead conversion event. And everyone that
7:33goes through that, fills out that form
7:35registers as a lead. And then you or
7:37your team will often then look at that
7:38lead and be like, "Nah, no, they're not
7:40qualified. We won't bother contacting
7:41them. Yes, these ones are qualified.
7:43Great. We'll contact them." But Meta
7:45can't see that. Meta can only see the
7:47fact that they became a lead. They can't
7:48see which ones are qualified and which
7:50ones aren't. So, the system isn't
7:51working in your favor. What you should
7:53do instead is have a function on that
7:57form that has some questions that
8:00qualifies or disqualifies people based
8:02on their answers. So, the classic
8:04example would be budget, right? Let's
8:06say someone needs to have more than
8:07$5,000 to work with you. You can have a
8:09question on that form that says, "Do you
8:11have a budget of at least $5,000?" Or
8:14you could say, "What's your budget?" and
8:15have different options. And then
8:16depending on what they select, right?
8:18And they can go through and then set up
8:20the form so that if they do have more
8:22than $5,000, they come through to a
8:24thank you page that has a different
8:26conversion event. So, in this instance,
8:28it might be something like submit
8:30application. So, you have the submit
8:32application conversion event on the
8:34thank you page are taken to if they
8:36qualify, if they have more in that case
8:38than $5,000. If they have less, they go
8:41through to a different thank you page
8:42that says, "Thank you for inquiring.
8:44Sorry, we're not able to work with you.
8:45We could only work with people that have
8:47such and such budget." Whereas the other
8:48one says, "Great. Thanks for the info.
8:49We'll be in touch shortly." Right? And
8:51that would have a different conversion
8:52event. You could have lead. You could
8:54have whatever. And then what you want to
8:56make sure is that when you're
8:58configuring your adsets, like I've got
8:59here, that the conversion event you're
9:02optimizing for is the one that's only
9:04triggered when a qualified leads come
9:07through. And like I said, that
9:08reinforces a system. That trains Meta to
9:11only get you more of these. Anyone that
9:13comes through that form and says they
9:15have less than $5,000, Meta goes, "We
9:17haven't achieved our objective. They
9:19don't mean anything. That's not what
9:20we're optimizing for in this campaign."
9:22Which is exactly what you want, right?
9:23You only want the people that have the
9:24budget. So you set this up a and and the
9:27impact on like day one will be minimal.
9:30The impact after like 30 days of this,
9:3290 days of this because the system keeps
9:34learning and it's a reinforcing cycle
9:36can be absolutely monstrous. And then
9:38you're you as the advertiser are also
9:40measuring your results in these terms.
9:41So you're looking at your cost per
9:43submitted application instead of just
9:44cost per lead. And you're like this is
9:47what we should be basing it around
9:48because some ads might generate lots of
9:50lowquality leads. So, we only want the
9:52ones we can work with, right, that can
9:54become customers of our business. So, we
9:56want to optimize for the ads that get a
9:57really good cost per high quality lead
9:59or or qualified lead. And this would be
10:01a way to um to go about doing it. You
10:03can also do the same thing with instant
10:05forms. So, if I go ahead and change
10:06website to instant forms, I know a lot
10:08of people use instant forms. Then I jump
10:10to the ad level and then we can scroll
10:13down to the instant form section. I can
10:15go ahead and click on create a form.
10:16Create a form. Click continue. And then
10:19I'll talk about this more in a second
10:21actually because I think that's useful.
10:22But if we just jump to the question
10:23section, we can do this thing where we
10:25turn on conditional logic and get rid of
10:26this warning here. And then we could do
10:28add a question multiple choice. We can
10:30do the same thing, right? So we can say
10:33what's
10:35your budget and then we could have, you
10:37know, less than
10:405K and we could have more than 5K. Now
10:43you probably would want to break out
10:44into tiers, you know, n to 5k, 5 to 10,
10:4710 to 20. just look a bit less odd. But
10:50here's the important part, right? So,
10:52less than 5K, close the form. People
10:55don't give you their info and see an end
10:56page for non-leads. So, they don't
10:58register as a lead. Meta's like, "Ah,
11:00didn't do it. That person doesn't count.
11:01We're not going to try and get more of
11:02those." Whereas, if everyone's a lead,
11:04they will try and get more of those.
11:06Then, especially try and get more
11:07lowquality leads, by the way, if they
11:09register and that's what you optimize
11:10for in the campaign because those are
11:12the cheapest people to reach and Meta is
11:14going to default to that unless you tell
11:15it otherwise. but we have more than 5K,
11:17you know, submit the form, people give
11:18you their info and see a custom end page
11:20for leads, E1 end page for leads, and
11:22you can go through and set it up. I've
11:24got other videos on my channel you can
11:25find about how to set up um instant
11:27forms, and you can break this out. And
11:28you can do this for various things, by
11:29the way. So, I've done it with budget,
11:30but it could be timeline, it could be
11:32when you're looking to get this project
11:33started. It could be that someone needs
11:35the project starting tomorrow and you
11:36don't have capacity, so they can't
11:37become a lead. Or it needs they're not
11:38looking to get started for another two
11:40years, in which case you're like,
11:40whatever. We don't want to be optimizing
11:42for those people. Can't work with them.
11:43Could be education, could be what
11:46industry they work in, it could be time
11:50of life. You know, do you have a small
11:52child that would qualify for this
11:54martial arts class that we're running?
11:56You know, totally going to depend on
11:57your business. What makes a lead
11:58qualified makes someone not qualified?
12:01Just think through that through and then
12:02you can add this in as as multiple
12:04choice to help improve really really
12:07improve your lead quality and more than
12:09anything put better on your side when it
12:11comes to optimization. Just a very quick
12:13thing about lead quality, by the way,
12:14this wasn't mentioned by Alex
12:15specifically, but I really like it was
12:17if we go into the form type. I really
12:20like using higher intent and then
12:21require leads to verify their phone
12:22number with a onetime passcode. That SMS
12:24verification makes huge difference to
12:26lead quality. People have to give you
12:27their real phone number. You filter out
12:29the people that aren't serious. So, by
12:31default, I'm now using this in my
12:32instant forms. Just a quick FYI that I'm
12:34adding on top there. And then another
12:36thing that Alex didn't actually mention,
12:37but I'll add on because it's very
12:39relevant to this and can help improve
12:41that whole thing around getting meta to
12:43optimize what you really want is how
12:44this would apply to a salesbased
12:47campaign. If you're like an e-commerce
12:48business, for example, or or you're
12:50running salesbased. So, if I just jump
12:51out to campaigns and then create a quick
12:53sales campaign, the way we would do this
12:55here is at the adset level, instead of
12:58optimizing for maximize number of
12:59conversions, you want to change that to
13:01maximize value of conversions. It's only
13:03recommended here to go with number
13:04because this is an example ad account
13:06that hasn't had any conversions go
13:07through. But once you've got a bit of
13:08data, you want to go with maximize value
13:10of conversions because if you think
13:12about how Meta will optimize otherwise,
13:15if each conversion is equally valuable
13:19in Meta's eyes, they're going to get you
13:20the cheap ones. Just like with the whole
13:22lead process, those are the easiest ones
13:24to get. They're going to get you the
13:25people that don't spend much, that other
13:27advertisers aren't trying to reach as
13:28much. But if you say, "No, no, look. I
13:30would actually be willing to pay twice
13:31as much for a sale if that person comes
13:33through and spends five times as much on
13:36my store." Right? And that's how you do
13:38it. You go ahead and click on maximize
13:39value conversions. Just wanted to
13:41quickly mention that and add that in cuz
13:42I think that's valuable for those types
13:44of businesses. And then the final thing
13:45Alex recommended when it comes to
13:46getting better meta ad results is to
13:48sign up for my new school community. I
13:50I'm joking. He definitely he definitely
13:52didn't say that. He did say he was happy
13:53that I was on school. They really want
13:55people who are like subject matter
13:56experts. I've been doing this 13 years.
13:58spent hundreds of millions and they want
13:59people like me on there. So, he's very
14:00happy I'm on there, but he definitely
14:02didn't didn't endorse it. But, I think
14:04you should join my new school community
14:06if you want better meta adverts for a
14:07few reasons. Firstly, there's new
14:09exclusive content in there, 110 plus
14:11videos that you won't find on YouTube or
14:13anywhere else. Walks you through a total
14:15A to Zed of Meta advertising, including
14:18advanced stuff that I don't talk about
14:20anywhere else. There's really valuable
14:21material in there. I do live Q&A calls
14:24every week where you can ask me
14:25questions specific to your business.
14:27That's really important when it comes to
14:29getting the best possible metab results
14:31is to know what works for your business
14:33specifically. So that's why we've got
14:34the live elements. I'm also responding
14:36to every single community post,
14:38question, comment in there. So again,
14:40you can get that tailored advice and
14:42feedback for your business because I'll
14:43often go in and someone ask question,
14:45I'll say, "Okay, I wouldn't normally
14:46advise this, but actually in your
14:47business, I would advise this. I'm
14:49really glad you asked." And and those
14:50sorts of things are are really
14:51important. And you only get that from
14:53having a level of expertise of just
14:55doing this forever and working with
14:56thousands of businesses and hundreds of
14:58millions spent, right? To know all these
14:59little nuances. And right now I'm
15:01running a massively discounted
15:02introductory offer. I will be putting up
15:04the price in the future, but the way
15:05school works is if you join now, you
15:07lock in that lower price for as long um
15:09as you remain a member. It's only been
15:11live a few weeks. We've had more than
15:12700 people join. Only had five star
15:15reviews so far, literally. So um yeah,
15:17if you're interested, go ahead and click
15:18on that link in the description below.
15:20I'd love to see on the inside. That was
15:22awesome to spend the day with Alex Hozi.
15:24It's always great to spend time with
15:26people who are absolute pinnacle of
15:28their industry, which Alex undoubtedly
15:29is. And his breadth of knowledge is is
15:32really impressive. So, I was in the room
15:33with him all day. There were a handful
15:35of other business owners. There's like
15:37six or seven of us in the room as well.
15:39And um you know, he was able to talk
15:41authoratively on like so many different
15:43topics, meta ads included. It was also
15:46really nice that he did divertly on a
15:48lot of meta ad stuff. So like if there
15:50other business owners that are
15:50struggling with meta ads related things
15:52in the room he'd be like then you'll
15:53explain this better than me. Do you want
15:54to talk about this etc etc. And I think
15:56it's incredible what he knows and what
15:57he does across so many different things
15:59but you can't beat that um that
16:01specificity. So um so yeah it was a
16:04great day. I'm excited to be going back.
16:06I'm sure I'll have more to report. I'll
16:08mostly keep it metadata focused cuz I
16:10know that's what my audience is uh is
16:12interested in. I'm sure we will discuss
16:13that again when I go back in the future.
16:15So, if you've got questions about this
16:17or what I should ask when I next see
16:19him, pop them in the comments below. And
16:21one last thing, if you haven't watched
16:22this video yet, go ahead and give it a
16:24watch because unfortunately, there's
16:26likely a problem with your ad creative
16:27and you don't even know about it. So, in
16:29this video, I walk through what the
16:31problem is, how we can go ahead and fix
16:33it, and what we need to watch out for
16:35going forward. Sky and give it a watch.