$300m of Meta Ads Hacks in Under 22 mins transcript

My agency has generated $10.2 billion in sales, mostly with meta ads. And I have made meta hack videos in the past, but none of them have been as saucy as this. And these are eight hidden hacks [music] that are pretty much guaranteed to explode your sales. Starting with hack number one. And professional brand pages, they have the polished logo, the blue check mark, the pretty grid. And the issue with this is that the moment that somebody sees that in their newsfeed, they know that it's an ad. and then they see the little sponsored underneath that and it is dead on arrival.

So what are some of the biggest direct to consumer brands in the world doing right now? They are running their ads from what I call phantom pages which are basically personality pages [music] or curator pages where it just looks like a person. And so when you see it in your newsfeed that's exactly what you [music] think it is, trending popular content. You don't see it and immediately know that it's an ad. And running ads from an unbranded page is the closest thing to a cheat code that exists on the platform right now.

Take for instance my own business. I have my own ad account, my own page for King Kong, which is my agency, which yes, I do run ads for, but then I have my own Subri Subie page, which I also run ads for. Either I'm being real with you, that's what gets the bulk of the ad spend because I have seen a disproportionate result from my own personal branded pages than I do through a company page. People want to buy off people.

They don't want to buy off brands. And that's why all these founderled brands are completely exploding right now. Take [music] for instance this brand, Grounding Well. These guys do over $100 million in sales per year. And yes, of course, they're running ads from their brand page. When you go to their ads library, what you see is a whole bunch of the usual stuff. However, this, I take it, is only going to get a small percentage of the ad spent just based on the sheer number of ads that they've got in that account versus this one from Amber Hayes.

So, this is a personal page. It's coming up from an individual. These ads are much more aggressive and they are all unbranded, super native that go to advtorials or what we call bridge pages. So, it's not going to a normal product listing, it's going to an form advertorial. And because it's coming from a personal page, you can see this thing. Look at the ad that I've got up on screen. This thing does not look like an ad [music] at all.

Even the call to action is extremely soft. Then it is going through to an article that does a lot of the heavy lifting. And then after that, it goes to the product page. Look at the number of ads that is in the Amber Hayes account versus what you can see in their branded account. And this is just one of the personas. So here's how to specifically apply it to your own business. create [music] a founder brand page. You take your winning ad from your brand page.

Do not change anything on that thing and just move it across and run that ad from the founders page. Then in order to take this up to another level is running founder story brands from the founder page and then this thing will completely pull its head off and go batshit nuclear. [music] And that is hack number one, the phantom page. And the format that is absolutely ripping right now from these phantom pages, it is a single photo and a story that is so good that people can't help but click.

Which brings us to step number two. Look, thanks to Andromeda, everyone is absolutely obsessed with creative. They're trying to generate hundreds of these AI static ads or they're putting these super high-end polished videos together for their ads. I have run them all, right? that I've spent over $300 million on ads in my agency across a thousand different niches in [music] 136 different countries. And I can tell you without a shadow of a doubt, if I had to run one single ad in a client's ad account, it would be to pick up their phone to go through their photo album and to [music] pick a raw static image of themselves.

This thing is down and dirty, but it rips its [music] head off. And that is you from humble beginnings. And basically the reason that it works so well is that usually your prospect is exactly who you were when you just began. So for instance, take this ad from me. It's a photo of me on my desk. The leadin copy is I used to make 150 cold calls [music] per day. For me, that is a specific story that my target market can relate to.

And it shows me going from the very very start of my journey up to the peak of my journey, which is exactly the hero's journey that my target market wants. And [music] that's the reason that it rips so hard because people can't argue with a story. They're not going to have objections to a story. So take the example that I just used from Amber Hayes, for example. The leadin copy that starts the story is, "I walked [music] in on my wife cheating." That is just absolutely ridiculous.

That is a big bold claim. It's a grabber. People love gossip. They want to find out what the hell is going on. Believe it or not, this ad is selling a grounding pillow. So when you look at that, you think, "Oh my god, like what does this have to [music] do with a pillow?" Well, if you read the rest of the ad, it goes on to then make [music] that connection. But the whole thing is they just started by trying to sell a grounding pillow from the jump.

You wouldn't have ever read that. But who's going to read this? Everybody, cuz it's gossip and that's what everybody wants to read. And then it's going to slowly build you up into the point of where they're going to transition into the product and then make the ask. And then when you come down to the call to action at the very very end, this changed my life. You can find out more about it here. It's just pushing them to an article that's an advertorial.

It's not trying to sell them. There is no whiskers on this ad whatsoever. So this is what I want you to do. I want you to write one story ad this week. The best place to get ideas is to Reddit. You can find some of the wildest stories on the internet there. But the whole key with this is do not think how do I [music] sell my product. Think about what is an absolute mass market story that you could tell to your prospect and then at the very end relate it to what it is that you're selling.

Launch that puppy and watch the rorowaz climb. And that is hack number two, the Trojan story, which brings us to hack number three. Everyone obsesses over the creative and the copy and the headlines of their ads. And that's the thing that they spend most of their time obsessing over. However, the most underutilized piece of real estate when it comes to an ad is what we call the leadin copy. It's the first 11 or 14 words at the very very top of the ad that the viewer is going to see and decide whether or not they're going to click on the see more link.

And I have changed nothing more on an ad than just those 11 words and 5xed my rorowaz. And it was for a leadin that said, "If you're looking to get 450 leads per month, then this is going to be one of the most important posts that you read on Facebook today." I simply changed that lead into I got 72 leads in 5 days. WTF? That one change alone 5x my rorowaz on that ad because consumption precedes conversion. Most people ignore this.

They just think, "How do I make my ad stand out?" standing out. What you must think about is how do I get somebody to consume it? It's got to drive curiosity to get them to consume it. And the key with a great leadin is to drop somebody right in the action. It is not to start them at the start of the story or the start of the journey or the start of the ad. No, no, no, no, no. You must pick the absolute high point of your story, the thing that's going to open up the most curiosity, have the most drama, personality, and action.

And you want to have that in the top. I like to put them in quotation marks and I like to have it conversational. So, a bad example of this would be, are you a business owner who wants more leads? Then read this. Think about that lead in. It absolutely screams that this is an ad. I know right from the jump where take this one. I don't know who wrote this, but they must be a genius. This is insane. I got 132 leads in the first 9 days.

That thing screams content. It screams somebody that's had a transformation. It doesn't scream, "This is a promotion and I'm trying to sell you some >> Here's how you can apply this thing within the next 1 hour." Open up your ads manager, find your top three best ads. Then all I want you to do, just rewrite that as a conversational piece of copy that drops them right in the action. You can take your best testimonial and pick the high point of that, put it in quotation marks, replace the leadin, and this thing is going to print.

And that is hack number three, the slippery leadin. [music] Which brings us to hack number four. If you look at these platforms, Meta and Instagram, what is the content that is the most widely consumed on these platforms? Well, good news for you is you do not need to guess that because Meta put out a quarterly report which is what are the most viewed content, what are the most viewed pages, which are the most followed pages.

We just want to look at what is the content that people are already consuming on this platform. And we want to make our ads, guess what? Look like that [music] content. And once you do this, it's going to bring up the dirty little word that most marketers hate and [music] that is clickbait. You mention it, people do not like it. However, if we have a look at it through the mental model of okay, what is the opposite of clickbait?

The opposite of clickbait is something that no one wants to click on. So instead, what you want to do is you want to apply the same methodology that clickbait uses, but then you want to actually deliver on what that click [music] is. And when you study this content, you find that they fall into two different buckets. And one is news, things that are breaking news, and the second is is just gossip. I had to embrace this.

I stumbled across this strategy when I started to run these native breaking news ads. And now we make a joke internally here at my agency is that we break more news than all of the news channels combined because this style of ad creative it just wipes the floor against any type [music] of ad creative that exists. I have tried it. It is almost like having an unfair advantage in any ad account because when it comes to an ad, it only has two jobs and the first one is to deliver news, value or findings and the second one is to sell the click.

So the framework that I like to use is a big bold specific benefit that my target wants and then I partner that with what I call burning curiosity. That combination beats any other ad framework [music] that exists because there is an art and science to do it. If you just go down the whole route of like I'm just going to produce clickbait. You're going to suck in absolutely everybody to your ad and that's not what it is that you want.

So here's what I want you to do right now. Open up your ads. go to your best performing ads and run it through this checklist. First of all, does it interrupt their pattern? The second thing is, does it open a curiosity loop? Is there raw clicking power in there by you having some level of intrigue in the headline and the leadin copy? And lastly, does it have a hyperspecific big benefit that your target market wants?

Cross off all three of those and you will be printing. And that is hack number four, the hyperdopamine ad. However, most marketers once they've done all the work, they've done all the heavy lifting, they've created a hyperdopamine ad, then they kill that ad by clicking one simple toggle in their ad account. Which brings us to hack number five. We have spent hundreds of millions of dollars on meta ads in my agency, and we have split tested every call to action to the high heavens.

And there there is one that rules them all. Everything else gets down on its knees and pleads for mercy when it comes to this call to action. It is learn more. And the reason that it works so well is it is a soft CTA. Saying for somebody to shop now, they are already have to raise their hand and basically say that they have intentions to buy. And we all know that conversion rates are only 1 to 3%. Meaning that 97% of people that even see your ad and even click it don't have the intention to buy.

They have the intention to view, to learn more about what it is that you're selling. >> [music] >> So, why try to get them to make a hard ask of saying, "I'm ready to buy right now in the ad itself and not funnel as many people as humanly possible for the same cost through to your product page where they're going to actually do the buying in the first place." That's the job of the landing page. And learn more is a nonthreatening call to action.

People don't need to really think a lot if they want to learn more about it. And it promises more information rather than a commitment to actually buying. So, the way that you apply this to your business is log into your ads manager once again, change your CTAs to learn more, let that thing run for 48 hours, go back and check the performance. I think you'll be pleasantly surprised. And that is hack number five, the velvet CTA.

All righty, let's zoom out for a moment because all of these tactics and little hacks are pointless. Is all of your creative strategy lives in one place because that's where ROAZ goes to die. And unfortunately, that's where most of you people that are sitting and watching this live. So, when it comes to creative strategy, I like to deploy what we call the barbell strategy. There are only two types of creatives that you want to run.

On one end is what I call the super ghetto statics, where it's like literally you're pulling up your camera roll. There's no editing, no Photoshop on this thing. You're loading him into statics. You're not doing anything on them at all. You're keeping it as raw and gangster as possible. Then on the other end is where you want to go ham. Like I'm talking about super high production skits, [music] getting actors, doing shots in exotic locations, and putting maximum amount of effort.

Now, most people operate in the middle, right? They use UGC. They put in their little branded statics and all this normal horseshit that people do. That's where ROAZ goes to die because that's exactly what the majority of people are doing. And most ads, like 90% of ads sit within the middle of that barbell. The reason that everybody lives in this middle part is cuz it's so easy to do. You reach out to a bunch of creators.

You you send them out your products. You get them to do some UGC for you or you get some graphic designer to whip you up some normal ads with a call to action on there. All the outsiz returns in business are made by playing games that other people aren't willing to play. And I eat my own medicine. I run hundreds if not thousands of raw ghetto statics, right? Photos just from my camera roll. And then on the other end, a couple of times a year with my team, we do these monster high production ads where it's like a whole week of shooting.

It's four weeks of planning. It's logistics. It's actors. It's props. It's all of these different things that go into it. The one thing that I don't do is play in this middle ground because that's where rorowaz goes to die. And that is hack number six, the rorowaz barbell. All righty. So, that's the creative side. Now, I typically don't like getting my hands dirty with the media buying and talking about all the tactic stuff [music] cuz this stuff changes very, very quickly.

However, I have one tactic for you is exactly what you do when Meta refuses to spend money on a certain budget and once you deploy this thing, it absolutely prints. You're going to obviously take your winners and you're going to put that over to your scaling campaign and you're going to run them. Nothing new there, right? But however, what you do want to do is take the other 80 to 90% of ads that Meta refuse to spend money on.

You want to launch them into what I call a zombie campaign. You put them in their own CBOS or you even can take it the next step and take every single one of those ads and put them in their own and have a dedicated budget where you force Meta to spend on it. And these are one of the things that I love producing more outputs for the same inputs. Most people are going to forget about these. They go to the graveyard. we're going to launch these zombie campaigns to help our scalers scale even further.

Because the thing is when meta determines what a winning ad is is purely based on spend. It's not necessarily based on CTR or rorowaz or cost per lead and definitely not the quality of those leads either. So here's how you can apply this specifically to your business before lunchtime. What I want you to do is go inside your ad account. Have a look at the last campaign that you launched in a CBO. Take all the losers, right, that you might have high conviction around or that you think is a good ad.

Spit them out into their own CBO. Call it a zombie campaign. If you want to go that extra mile, put all of those best ads in their own with their own little budget on it. Run this thing and you will see some winners start to emerge. Okay, so this last tactic is what separates people that run ads versus people who actually run businesses. [music] And it's the decision of what you choose to do on the day that your best performing ads start to fatigue and start dying.

Because pausing or killing these ads thinking that they are done, that you've squeezed every last bit of rorowaz out of this thing is one of the dumbest decisions that you can ever make. When it comes to an ad, this is the hierarchy of how they fatigue. First of all, the actual image creative fatigues the quickest. Then it's the headline, and then it's the body copy. So, the way that I approach it is I take that winning ad that is starting to fatigue, and I go, "Okay, cool.

Now, the thing that's going to be fatiguing the quickest is the creative. So, let me just whip up 15, 30, 50, 100 new statics for that same body copy, for that same headlines." Then, we launch [music] that ad. Then, what we also do is we basically update the headline copy. So, I'll take the same winning creative, but I'll write 50 new headlines, same body copy. Or then as the last and final port of call, we take that same creative, that same headline, and we write two to three variations of the body copy.

Now, another reason that ads fatigue and die very quickly is that most people, they are only running what I call bottom offunnel ads. And they are hard ads with hard offers asking people to buy. [music] And so these are typically the ads that will get you the lowest cost per lead or the highest rorowaz [music] in a short period of time like a 7 to 14 day window. The moment that you start to scale them or the longer the time duration goes on the worse that they perform.

And as soon as you fatigue then you start to go out to colder and colder traffic that ad it can't withstand the gale force winds of cold traffic. [music] And so that's one of the other reasons that I talk about long- for copy storybased ads is cuz they're the type of ads that do the best to cold traffic. And so when you're making the decision of is something is a winner or is something is a loser. The thing that you want to be looking at is what the period of time [music] is and is your ads fatigue too quickly?

It's because you're only running bottom ofunnel ads. [music] And this happens every week in my business also when I sit down with my media buyers and they're like, "Subrey, we need some fresh ads. We need more creatives. This ad is fatiguing again. Show me the ad. Let's check this puppy. I have a look at it. I'm like, cool. What I'll do is I'll give you 50 new headlines to run on this thing and let's see [music] how it does.

And then it comes roaring back. The rorowaz's thing, the the ad that they counted out and said, "Subrey, this thing is 2 years old. It's done, bro. We need some more ads." They gave up on it long before my audience did. So, when it comes to finding out whether or not an ad is fatigued, there's only three things that you need to look at. The first one is a critical mistake that most media buyers do. They're basically making decisions from day to day.

They're like, "Oh, the rorowaz is low today. We better pause some ads, relaunch some new ones." Do not be making any significant media buying decisions in your ad account within a day. Unless you're at some ridiculous violent scale of ad spend. So, we're always looking at 7-day rolling averages. Ideally, then you're basically closing the loop on the data if you're in lead genen. And you're only making any hard decisions of when you're going to allocate budgets to what campaigns, literally based not on your cost per lead, but on terms of what the actual rorowaz is, which brings us to the second criteria that you want to look at.

So, if your ads start to slow, the rorowaz isn't where you want it to be, the cost per lead goes up, you want to look accountwide and start at the very very top of the funnel. Like, what is our CPMs doing? What are our CTRs doing across all of our campaigns? Is this a seasonal shift? Is something going on with the economy? Is the World Cup on? Is there a UFC fight? Is there some massive thing in the headline that is hijacking all of the attention and making my ads suffer?

And lastly, the thing that you want to look at is the ad genuinely fatiguing. And the way that we determine that is what is the frequency of this ad? Is it above three? Is it below one? Is it at 11? The higher the number, the more chance it is that your ad has fatigued. But if you're anything under three, there is absolutely no way that this thing has fatigued. And even if the frequency is above a three, and if your audience has seen it multiple times, that thing is not [music] dead, right?

Cuz it still has that winning DNA in it. So, the way that you can apply this is to take this three-step framework, print it out on a sticky note, write it down, put it on your media buyers computer. If you're the one that's doing a media buying, then laminate that Put it in front of your computers. I'm telling you, this thing is going to save you so much money. And no ad gets paused and especially not killed until it goes through this three-step framework and you've got at least 7 days worth of data.

And that is hack [music] number eight. Never kill a dying ad. And if you're wondering why why, Internet Daddy, are you being so gracious with [music] us kind folks and giving us all of the deep source that your business literally relies on in order to make a profit? And it's because I grew up in a household with not an abundance of money. And I always said to myself, hey, [music] if you ever get to a place where you have made it, it is going to be your moral obligation to send the elevator back down to [music] someone that is in need and help them.

Because I believe that there is enough problems in the world and money shouldn't be one of them. So, if this video just helps one of you get one step closer to your goal, then all of the content that I put out on this channel is [music] well worth it. And if you liked this video and you want some more source, I put together this video of how to learn 97% of meta ads in 19 [music] minutes. Like, subscribe, and I'll see you in the next one.