Learn 97% of Meta Ads in Under 29 Minutes transcript

I spent 13 years managing over $300 million in ad spend figuring out what actually moves the needle when it comes to meta ads. A lot of that time could have been saved if I knew then what I now know. I'm going to compress it in this video. These are the things that get you 97% of the results. The other 3% come with years of spending, testing, burning, learning, making mistakes. I can't hand that to you in a video. But in this one, no fluff, no filler.

Just sit through this once, take notes, and you'll know more than most people charging 3K per month to run ads. Let's go. Okay, so the first thing and one of the most important on this list is to work with creators. Now, I have talked about this before, but no one does it. When I actually speak to advertisers and I ask them, "Are you working with creators? Are you getting creators to produce video ads recommending your product services?" They don't do it.

And here is why you should be one of the very few that actually does. What advantage does a creator recommending your product services provide to you as an advertiser? Firstly, they're probably pretty good at producing video assets. Otherwise, they wouldn't have been able to become a creator and build a following in the first place. So, you now don't have to do that work and you don't have to learn a skill set if you don't already have it.

The vast majority of advertisers, particularly if it's a business owner running ads for their own business, doesn't have it. What else do they have? They have a following. They have trust within the audience. If you work with the right people, your target audience. Which means that when they recommend to buy your product, inquire for your service, people are far more likely to do so. They also have recognizability, which is scroll-stopping power.

They're far less likely to just skip through. They're much more likely to go, "Oh, I know this person. What are they about? I'm going to follow them. I used to watching their content. It's an ad this time. I'll actually go and check it out." It's way less expensive and way easier than most advertisers think to work with creators. That's why people don't do it. They think, "I can't afford to work with a major celebrity." Fine, don't.

Work with someone with a much smaller audience, much smaller following that is really relevant to your target audience. It's like, "That person makes content that is perfect for my people. If they say buy my thing, I know that's going to carry weight. There are many creators where this is how they make money. They make money through brand deals. And again, brand deals might sound like this really big thing. It doesn't have to be.

It could be, "Can I pay you $800 and send you my product and you use it for a day and then let people know if you think it's any good or not and we can run that as a video ad." Really easy to do. When you work with creators, few things to think about. One, you want to get as much out of it as you possibly can. So, ask them to not just produce the one ad, but to produce a couple different ads and different hook variations.

So, different locations, for example. It's going to allow you to run those ads much longer, but it's not much extra effort for them, so it shouldn't cost much more. Secondly, you really want to tap into their authenticity. That's really important. So, be careful having an overly restrictive brief. If you're going to script it for them, probably not the right way to go. You want to be clear around what it is that you want.

I want two video ads, five hooks each, different scenes, good to go. I want to make sure you include this call to action. We know that this benefit typically sells our product or service. This is the one people care about most. Please include those things, otherwise up to you. Do your thing. You know how to engage your audience and give them a lot of flexibility. And the other thing I talked about, so that's cost. The other thing I talked about was how easy it is to actually work with creators.

And not a lot of advertisers are aware of this, but there's a free tool called the Creator Marketplace. It used to be Instagram specific, but you can actually use this on Facebook as well. And it's really easy to access. So, I'm an example. I have an account in Ads Manager. I just go ahead and click on All Tools and then scroll down underneath Engage Audience, click on Creator Marketplace. I come through to here and Meta have some fantastic features in this where they're recommending accounts that are likely to perform well for my audience.

So, they know who my people are and they've got, you know, Grow With Evelyn and Mr. Pay Social, like people I know, makes total sense. I can scroll down. Creators who are expected to deliver high end performance for you. So, Darrel Denney, someone else who makes content about Meta ads, right? Makes total sense. I can then go through. I can contact them through the Creator Marketplace. That message will go through to a specific inbox, which is far less likely to get ignored and just be in amongst all the other spam and nonsense that that these people received.

So, they're far more likely to actually get back to you. Fantastic tool, free to use, really easy, no excuse, work with creators. So, the next thing I want to talk about is all about customer lifetime value. Firstly, you need to know it. How much are your customers actually worth to your business? Not just on the initial transaction, but factor in recurring billing, repeat purchases, maybe even referrals and recommendations you can include in there as well, if that's a significant proportion of your revenue.

So, first you need to understand it cuz that is what really dictates how much you can afford to pay to acquire a customer. There's lots of businesses thinking they can only pay $50 to get a customer. Actually, they can pay 200, and if they were willing to scale up to the point where their cost to acquire a customer is 200, they could spend 20 times as much, acquire way more customers, grab a load more market share, and build a much larger and more successful business.

Then, the next step is to improve your customer lifetime value. Something that very few advertisers focus on, but this is where the pros play. They're far less concerned with how do I get my cost per purchase down from $26 to $23, which is what a lot of amateurs do. Instead, they think, how can I increase how much a customer is worth to me from $120 to $320? That's often possible, and you can tell that that increase would lead to way larger gains in profitability than decreasing your cost per conversion, right?

How do you do that? How do you get customers to either spend more with you or buy again? Can you offer subscription setup? Can you upsell? Can you upsell something significantly more expensive? Can you introduce a referral program where people are more likely to buy again? Can you include follow-up sequences? This could be through ads or other means to get people to come back to their physical location or get them to to purchase again, not just thinking that's one and done on customers.

And this customer lifetime value thing is so important, and and here's here's a good way of thinking about it. There are no really large businesses with low customer lifetime values. Now, there are many large businesses that have low customer values in a single transaction, but none over the lifetime. So, a classic example might be Starbucks, right? On average, when someone goes into Starbucks, they spend about $7. So, really low value.

If you were just measuring the results from your ads, let's say we're running ads, Starbucks running ads trying to get customers, right? And they're like, "Well, we make $7 a customer." And so, "Well, you can't run ads. You're never going to do that profitably when you factor in your other costs." But, the average Starbucks customer is worth over $14,000 in their lifetime. So, then when you know that number, you think, "Well, a Starbucks could pay $200, $500 a customer and still be really profitable if they have a long enough time horizon." So, that's where you want to compete.

If you think about marketing as a competition, almost like an arms race, it's more important to battle with your competitors on customer lifetime value. Because he who can afford to pay more to acquire the customer wins over the long run. That is where you really want to compete. Your marketing has an impact in that, but of course, the rest of it does as well. You have to be offering something good. You have to have good follow-up sequences.

You have to have good customer service. People need a reason to want to come back. Creating high-performing Meta ad creatives is one of the biggest bottlenecks for most advertisers. It's time-consuming and expensive, especially if you're testing multiple variations. So, I want to introduce you to Higgsfield MCP. Until now, Claude could talk about ad creatives, brief them, script them, plan them. With Higgsfield MCP, it can actually generate, edit, and ship them end-to-end in one chat.

Here's what makes it really powerful for Meta advertisers. You give Claude your product link, it reads your reviews, pulls out the selling points and the objections, then writes your ad briefs, and generates the creative. All in one go without switching between tools. So, whether you're currently paying for creatives or making them yourself, you can have a full set of ad variations to test in a fraction of the time and cost.

And the setup is really straightforward. Go to Claude, open settings, click connectors, hit the plus button, and add Higgsfield as a new connector. That's it. You're ready to go. Click the link in the description to get a custom discount for being part of my audience. And I strongly recommend checking it out if ad creatives are eating into your time or your budget. Next is value rules. Now, I absolutely love value rules and it's how you should be thinking about targeting when it comes to Meta ads nowadays.

So, instead of going into the ad set and specifying I want to reach these people of this age who are interested in this and this location, we typically leave things pretty broad now or at least add things in the suggestions so that Meta can work it out. But, there is information that we have about our business that we want to feed through to Meta. So, we might know, for example, that people over the age of 35 convert from lead to customer at a much larger percentage.

Therefore, we can say to Meta, "Look, I want to pay more to get leads from these people to reach these people because they're worth more to my business." That's information Meta may not be able to track automatically. So, we can feed that in. You might have the same information around feeding back into previous point around customer lifetime value to say "These customers buy again and again and again. Meta can't see that cuz it's beyond the attribution window.

Please be willing to pay more to put ads in front of them and get conversions from those people specifically." So, value rules are something very few advertisers actually create and and set up, but they are really straightforward. So, I'm in an example ad account here. I'm in Ads Manager. And then what you want to do is you want to go into all tools and you can just jump up into advertising settings. I've got it in shortcuts or you could see it elsewhere.

And then we scroll down. Oh, it's over here on the right-hand side to this value rules section. And then we can go ahead and click on create a rule set. So, you can see here, "Create rules to tell us how much more certain audiences, placements, and conversion locations are worth your business. Our system will optimize for outcomes based on these rules." So, I can, for example, select audience here, select criteria. I could have age.

I could say people who are 35 plus. Increase bid by let's make it 70% for example. And now I've got this rule set up. I need to give it a name. So, we can call it age 35 plus. And what this will do is that Meta will now increase the bid in for all these people by 70%. In order to do this properly, you need to know the value of that group. So, you need to have good data about your customers. Like you don't just want to be guessing here.

You want to be making a database decision. If they are worth 70% more, then that's what you want to input. Then we go ahead and click create, and then we've created that value rule, age 35 plus. If I go ahead and create a new campaign, I'm just going to create leads, but this would apply to other campaign types as well. And then we jump to the ad set level. And then not very low down in this value rule section, we've got enabled no.

We just go ahead and select rule set and say age 35 plus, and then this will be applied to this ad set. You would need to go ahead and select which ones you want to apply it to. You could have different value rules for different offers, different campaigns, different ad sets. But this is the much more sophisticated way to target because it allows Meta the flexibility to target who they want to, but you can have an impact and say, "Meta, you can't see this.

You can't see that these people are worth more. Please go ahead and adjust it." I want to make a very clear distinction here because there's a big mistake that I see people make with value rules, is that they look at where they get their purchases from, for example, where they get their leads from, and they use that to create a value rule. That's not a good idea because Meta can already see that, right? So, if Meta can assess that people over 35 are more likely to buy, Meta will already be advertising to people mostly over 35.

But what they can't see are things like conversion rate from lead to customer, or repeat purchase rate after the attribution window. So, it's that it's that extra information that the system can't optimize for because it's so literal. That's what you want to go ahead and use value rules for. But sophisticated advertisers are all over value rules. They leave the rest of the targeting ad set level alone and do it through this instead.

Now, I want to quickly talk about brand. Brand is something that a lot of advertisers, particularly advertising for a small business, particularly for their own small business, think is just not for them. It's just this like weird thing only for large companies and it's not at all. Brand is one of the most valuable things you can possibly build within your business and you can absolutely use your ads to do it and your ads can benefit from it at the same time.

We've already talked about working with creators, it's a fantastic way to build brand. If people view the creators that you work with in a positive light, they're known for certain things. Oh, I really like that guy, he's really fun or this person I resonate with their story. This person really cares about this issue that my company is product service solve, then their association with your brand, that will build your brand.

You want your brand to become known for something. Brand is one of the things that convinces people to take action and it can convince people to take action buy become a lead even if your thing is much more expensive, even if it doesn't have as many bells and whistles and other things. Think about the two white t-shirt comparison, right? One non-branded, one with a really luxury brand, you're willing to pay a lot more, you might be willing to queue up outside the store, you might be willing to get on a wait list.

All these things you're willing to do because of the brand. So, it's really valuable. Think about all the interactions that people have with your business from the ads all the way through the sales funnel. They want to be brand consistent and then think about either building or borrowing brand. You borrow brand by partnering with creators and influencers. You build by producing your own content. That could be personal, that could be company.

I've benefited massively from building a personal brand. It's taken me a decade plus to do so. It's a really valuable thing to do. It takes a long time. You need to be aware of that. Often the shortcut path is to work with creators and influencers cuz you can borrow theirs and then build yours really quickly, but it's something that most advertisers who are just focused on the short run totally ignore. And the thing about thinking, "Oh, I'm only really advertising caring about the next 3 to 6 months." which is where so many advertisers are at.

It's like, whether you prepare for 5 years time or not or you're just on this constant like, "I'm just trying to make things work over the next 6 months cycle." Like the 5 years are going to happen. So, it might be better to take some of your time, some of your effort, some of your resource and think about that brand option and think, "Okay, how can we generate these leads and sales that we need in the short run, but also build for the long run so that in 5 years time people in this marketplace know who I am and we can use that to really leverage the audience, improve our results, everything about your business becomes a lot easier.

Post Andromeda, which is the scenario in which we're all running meta ads now, it's incredibly important to have creative diversification. So, not just producing ad creative that all looks and feels the same. And advertisers that have been advertising a while on the platform that come from more of an old-school approach, it was all about testing to find the option that performed the best. And then once you just found that one, you just scaled it to the moon and you run everything through that.

That's not how you want to optimize today. It's not how you want to operate your ad campaigns because different people respond to different creative. And the system is now smart enough to know this person really likes meme ads. This person really resonates with UGC ads. This person is more interested in carousels. This person is more interested in video. If you have a range of different ad creative, you can hit more people within your audience, ad fatigue takes longer to set in, and you get better results overall.

Even those advertisers that think they're producing a lot of creative diversification often aren't. I've spoken to many advertisers that were like, oh yeah, I've got a lot of different ads. You look and they're all static images that are of a similar type and you're like, that is not creative diversification. Or even they're all UGC ads. It's like, that is not creative diversification. You want to diversify across different formats.

So, image, video, carousel. You also want to diversify across different styles. So, within video we might have founder-led ads, which would be different from UGC, which would be different from the creator partnership ads. Like UGC, if they don't have a following, is UGC. Creative partnership ads, even if it looks like UGC, is different because they have a following. Huge distinction there. You might have client testimonial ads.

You might have animated ads. You might have slideshow-based ads where you just put images together. You might have meme-style ads. You can have ASMR-style ads if it's appropriate for your business. Lots of different options. You probably won't see all of them work for your business, but you might be able to grab a few, realize these do work. We have a range here, and we're going to run with that. More work should be put into creative diversification for the vast majority of advertisers, and it's one of the simple but high-effort levers to pull that nearly always produces better results.

Next, your tracking has to be accurate, and you need good data. You need good data to make decisions, you need accurate data for the platform to be able to optimize. This is really important. We used to operate just off the pixel, and that was fine, but various things have been brought in to make that more difficult. Mostly resulting from privacy concerns, either Meta wanting to get ahead of regulation or being forced to do things in certain locations because of regulations.

It varies across the world, but the pixel is no longer enough. So, you absolutely want pixel and the conversions API set up. That will give you browser data and server-side data. It's really easy to do. There's a one-click install on conversions API now. In fact, I'll show you how to do it. So, I'm in Ads Manager example ad account. If I just jump into Events Manager, and then uh when you go into overview, if you've got the pixel installed, you need to have the pixel installed first, you should have an option like this.

You could lower your cost per result by connecting API. Then we've got this option here. If I go ahead and click Get Started, you can see here, look, see other ways to set up. Different people will have different pop-ups, by the way, depending on how this is is is configured. Look, set up with Meta, one of the fastest ways to connect your marketing data with Meta to help improve your ad performance. One-click setup. Boom.

Connect now. Go through the process. Really, really easy to do. No excuses for not having conversions API set up. If you're operating at a reasonable budget level, you probably want to consider third-party tracking as well. I cannot emphasize how important data tracking is. And that's actually one of the things that really distinguishes A players, like people who spend a lot of money and and are really at the forefront of Meta advertising, is they obsess over data quality, cuz they know that everything, all decisions that are made, come off the back of that.

The next point is to use smarter optimization. Meta's optimization system is very literal. It will go out and try and get you exactly what you tell it. So, a lot of advertisers will run ad campaigns trying to generate leads, for example, And and then they'll be really annoyed that their lead quality isn't very good. It's like, did you tell Meta to get you quality leads, or did you just tell them to get you leads? It's like, "Oh, I just told them to get me leads." It's like, well, there you go.

You didn't tell Meta to do the right thing. It thinks it's getting you the result that you want. So, how would you change that? How would you have smarter optimization? Only allow qualified leads to register as a lead, and for that conversion to be fed back into your Meta ad account. How would you do that? In an instant form, for example, you might have certain criteria that dictates whether or not someone is a qualified lead or isn't.

You can use a feature called conditional logic. In fact, I'll show you how it works. So, if I jump back into campaigns, my example ad account, I've already got an example lead campaign up. If I go into ads, click edit in here. So, if I go ahead and click on create instant form, I'm going to create a new form. I'm not going to go through everything, by the way. I'm just going to get to the point where I can show you how this conditional logic works, and how that impacts your optimization.

So, we've got questions here, conditional logic, add a question, multiple choice. We could have, "What's your budget?" And then we could have different answers, right? So, we could have, uh, less than 5,000 per month. I could have more than 5,000 per month. Now, normally you'd break out into what it is and that, but just for demonstration purposes, okay. And then anyone that selects less than 5,000 per month, we can say close the form.

People don't give their info and see an end page for non-leads. So, what that means is that anyone that selects this option doesn't register as a lead. Whereas other people submit the form, they get to submit, you know, end page for leads. You can create the end pages, you go through it. I've got tutorials on how to set up these instant forms. I just wanted to quickly demonstrate this feature. And so, that's training Meta's systems to get you only the people that are filling out this instant form, and have more than $5,000 a month, if that was a criteria for you.

You could change your criteria. Could be based on location, could be based on a certain time of life, could be based on budget. That's going to be one of the most common ones. And then, people will filter. If you get everyone to become a lead, and then you filter them out manually afterwards, Meta just thinks, "Great, we're getting leads." If you do it this way, Meta goes, "Okay, these people aren't actually leads. These ones that qualify, that in this case have more than $5,000 a month, these are leads.

Therefore, I will go ahead and get more of those." And it trains the system over time to get you better and better results. You could do the exact same process through a contact form on your website. Again, people have to answer questions, you just filter them so that some people go on to a thank you page where the lead conversion event doesn't get triggered, others go on to a thank you page where it does. But, that's a much smarter optimization.

On the purchase side of things, if you're an e-commerce business, I'd much rather you optimize for value over just volume, provided you have enough conversions. If you're only generating a handful of conversions a week, then don't do it. Meta's not going to have enough data. But, if you do have enough data, much better for Meta to go after people that spend more with your store than people that spend less, even if it costs a bit more to get that conversion.

So, for example, if it cost me $10 in ad spend to get a $20 sale, I would much rather spend $30 in ad spend to get a $200 sale. I'd make way more money, I'd get a better return on ad spend. If you optimize for value, not just volume of conversions, Meta's going to be able to factor that in. So, really think about, and and this is where some of the skill as a Meta advertiser comes in, cuz this is going to differ depending on the business.

Really think about, "What do I want Meta to optimize for?" Let's say you've got a webinar funnel. Do you want the campaign to be optimizing for webinar opt-ins, or do you want it to optimize people to show up to the webinar? You could use a different conversion event, and have that as your performance goal. So, if I come out of here, close that down, go to the ad set level, change that to website, we've got performance goal, right?

So, we've the example ad account pixel, conversion event. Which one do we want to optimize for? You could have different conversion events trigger depending on the action people take. Do you want people to opt in for the webinar or people who actually go to the webinar? Could be a different conversion event, different page on your website, or to the webinar software. Or do you want people that sign up for a call after the webinar?

Or do you want people that actually go ahead and become a customer? You could set up all these different conversion events and then optimize for the right one. Now, which one you use is the lowest one down the funnel that you have enough conversion volume for. So, out of those four options I gave, webinar registrant, webinar attendee, someone who made it, lead, someone who booked a call, or purchaser, if you're getting more than 20-25 purchases a week, absolutely go with purchaser.

If you're not, maybe one up. But again, if you're not getting 20-25 plus calls a week booked in, you probably need to go with one up. If you're not getting 20-25 plus people attending webinar, probably need to go for one up. That's the process that you'd look to go through. But I see a lot of people just optimizing for the basic, obviously thing, and then this would be much better served being more sophisticated thinking, "What do I actually want?

And can I train Meta to actually get me that thing?" The next one is something that almost no Meta advertisers know about and even fewer use, and that's attribution, specifically using the incremental attribution setting. What does that mean? Incremental attribution is trying to work out, "What results did I get from this ad campaign that I would not have otherwise got if I wasn't running the ad campaign?" Because the way Meta is set up is they will take credit for any conversion that takes place after someone has interacted with your ad, whether the ad convinced them to take action, become a lead, buy, etc., or not.

It could be that someone was served an ad and then got sent an email and they bought from the email, but because they got served an ad and purchased, Meta's like, "Well, hey, purchase generated. That's in your ad account." With incremental attribution, it's designed to filter those out and go, "You would have got this anyway, we're not going to include it. These people you wouldn't have got. Now, that's useful for two reasons.

One, you get to work out what you're actually getting in return for your ad spend. Two, it trains matter to get you more of the incremental purchases, incremental leads, incremental conversions, which is probably what you want. You don't want to spend money on conversions you would have already gotten elsewhere, right? I wouldn't recommend this for beginner advertisers. I wouldn't recommend this for advertisers that don't have much of a customer base.

But for those that do, a huge proportion of your budget can easily end up being spent on warm audience, that regularly buy anyway, and it's just not the best use of your funds. So, how does incremental attribution work? If I go back into my example ad account and create a quick example campaign, I'll create a sales campaign in this instance. So, we've got a sales campaign, and then I jump to the ad set level and I scroll down.

We've got this attribution model section, and here we've got standard. We can change that to incremental, which is exactly what I just described. Now, if you do this, a few things to be aware of. One, your results will look worse. And a lot of advertisers' emotional well-being is tied up in their ad account, and if their return on ad spend looks worse, if their cost per purchase looks worse, they're going to have a bad day, bad week, bad month, whatever.

So, just be aware of that. It doesn't mean you're actually getting less conversions, it means that you're actually seeing what the incremental conversions were versus the ones you're going to get anyway. Two, in general, when you run with that incremental attribution, Meta is let's say pessimistic. It's not going to take credit for as much as it's actually generating. The reason why is because within the attribution window, it's normally going to be pretty accurate.

Like, I really like incremental attribution for that. But many conversions take place outside of the attribution window. The attribution window, by default by the way, is 7-day click, 1-day view, 1-day engage through. So, people when someone needs to viewed, engaged, and then converted within a day, or converted within 7 days of actually clicking on an ad. There are many businesses, particularly if you offer something more expensive and involved purchase, is people are going to take far longer than that to make a purchase, or at least a proportion of people will, they're not going to be captured in incremental attribution.

So, it's just really easy to switch over to this and be like, "Oh, my results are rubbish." and get really disheartened and then and then run away from it or stop advertising or scale back your budget. But, for larger advertisers with large customer bases, this is a great way to go. And then, of course, we've got testing. Now, I probably get more questions about testing, how to test new ads than anything else and have done for months.

And it's not obvious, right? Cuz everyone's being told we need lots of new ads. They're producing ads. They've been told that we need creative diversification, so lots of ads in an ad set. And they're like, "Well, how do I introduce these things?" Cuz every time I introduce new ads into an ad set, Meta just doesn't spend anything on them. It feels like a waste of time. I've not got the creative diversification because the spend is just consolidated in one or two ads.

Yeah, this is this is not ideal. How do we go about doing that? So, for testing, I really like using the creative testing tool. And not a lot of advertisers are even aware this exists. So, if I go into my sales ad in this same example campaign and I scroll down beneath where you add in your ad creative, we've got this creative testing section. If I go ahead and click on setup test, you can see how this is set up, right?

So, first you need to decide how many test ads you want to create. So, you can do two all the way up to seven. They recently increased the limit, it used to be five. How much of your budget should go to test ads? If your ads are pulling really badly, I'd recommend the majority of your budget. If they're performing really quite well, I'd recommend a smaller proportion of your budget. How long should the test run for? This is a function of conversion volume.

If you're going to generate lots of conversions within a time period, shrink the time. If you're going to generate very few conversions, extend the time period. A lot of advertisers need to go with longer time periods than they think they do. This part down here, really important. How do you want to compare performance? Cost per post engagement? Absolutely not. That is not how we want to compare performance. That does not matter anyway near as much as whatever it is that you're optimizing for.

So, that could be cost per lead. It could be cost per purchase. It's a sales campaign, so it could be that could be cost per result. So, totally up to you, but optimize for the thing that matters, that you're optimizing for. The reason why this is good, if I go ahead and click confirm, you'll be able to see how it works, right? Is within this ad now, we've got seven different test ads. And we can go through each one and we can introduce a new ad creative.

So, we can test that. What Meta will do is they'll take our target audience and they'll slice it up into seven segments or five or however many you've got, so that only people within that segment will see that ad, only people within that segment will see that ad, etc., etc. And that allows for a proper split test to be able to assess how does this perform with my audience how does this perform? And then that gives your new ads an actual crack at it, not just going into an ad set, not getting any spend, you feel like you wasted the last 3 days producing those ads, but actually gives it a proper go.

And once the test is finished, delivery will return to normal, so the ads can continue to exist in that ad set alongside previous best, you protect the previous best performers. You're not going to mess up their ad delivery cuz they're still getting spend and they're not being impacted by the test, they're just cracking on. It's a neat way to get the best of all the testing setups. The thing to watch out for is you're probably going to see worse results whilst you're running a test.

And not a lot of advertisers expect this, but this just simple math, right? Like most of these won't perform as well as your best performer. And Meta's default approach is to consolidate spend into best performers. We're not allowed to do that with this because just like it's going to split the audience into different sections, it's going to split the budget across those different ads as well. So, you don't get that more of the spend being spent on the best ads.

So, your overall performance is worse. Testing normally worse in short-term performance. It's essential for long-term performance cuz you need to find the winners, you need to scale them, and you need to find ways to grow and find even better results, right? But most tests fail, so that's just something to be aware of. It's worth doing for many advertisers. This is the best way to introduce new ad creative. It'll hurt your results in the short run, but maybe really, really valuable in the long run, particularly if you find winners, particularly if you find game-changing winners, which you're most likely to do, we'll come full circle with creator partnership ads.

Now, if you've made it this far through the video, you're clearly serious about getting the best possible meta ad results, which is great. And I think you get a tremendous amount of value from my Meta Ads Academy, my new exclusive course and school community. There is a link in the description below. Hopefully, I'll see you on the inside very soon. Thanks for watching.