This Is Crucial For Your Ad Campaign’s Success transcript

I'm going to get to the meat into the Practical stuff of how to actually turn your idea into a lot more ads like from one idea to like 500 ads really fast this is not going to be helpful to you if your idea is bad and so we need to stop for one second and just rehash this notion that an add angle is crucial to get [Music] right I'm not going to go back all the way through it I just did an episode it is linked in the show notes and it is linked in a document that I'm about to show you um where you can go and listen to me talk through how I'm thinking about the notion of an ad Angle now but you need to understand that because for your ad to work for your ads to be effective they need to resonate deeply with the actual felt experiences and behaviors and desires of a customer and so I walked through exactly how to think about that in a re recent episode you should also be subscribing by the way because I'm I'm adding to this process all the time and you're going to um want to not miss out there's a lot of good details about how to do this I'm going to I'm going to keep breaking this down because this is the number one thing I'm thinking about so make sure wherever watching listening you should you should you subscribe okay so all right so and so you've got an add angle in mind and you've done the hard work of thinking through how your product the benefits of your product meets a customer's desires and their behaviors in a way that makes sense with them once you have that idea in mind okay what you should not do is make one ad that attempts to articulate that that is the mistake what you should do instead is give yourself the best chance for success by taking the hard work you put in to understanding and knowing and thinking about your customer and driving it down through multiple formats that will speak to multiple customers in multiple ways and do it all at once because if you do that you will save yourself a bunch of time and energy in the process of creating these ads if you just try and scattershot an ad here and an ad there and an ad here and an ad there you will forever be inefficient in doing this but the starting point for a smooth operational process that generates a bunch of ads at scale starts with your core idea around your ad angle and then pushes that ad angle through a bunch of different formats all at once and like I said this is where we are putting everything about the like build of my team through the operational process for my clients to try to do this at at real scale and we're getting better at it all the time I I recorded an episode recently where I told you that i' we had made 3,400 or 3500 So Meta ads in one month for five clients um so I think we're going to increase that and increase the hit rate by doing this okay because this is the thing we're rolling out now across the board okay so the key here the key idea here is that you start by taking your ad angle and turning it into the longest form version of your ad first okay because that will help you to flesh out language for your ad angle and um and there's a lot of ways you could think about doing this kind of thing but you've probably heard me say that I'm a big fan of the long form explainer ad and I still am I still think it's a really good idea okay um so in this process what I want you to think about doing is to start from the long form explainer ad writing a detailed long form explainer and then from there the uh the explainer then becomes a bunch of other kinds of ads from there okay um so let's talk a little bit more about what that explainer is okay for nearly every one of my clients our Facebook ads pixel is installed with Billy not with the Shopify native integration not with any other third party tool out there and that's because Billy is the best meta ads pixel tool in the world of which I'm aware it's also the most affordable the way I know that is because I've run tests with Billy against the native Shopify integration I've ran it against other third party tools and over and over and over again Billy reports the most complete picture of my actual roas my actual performance because it tracks the most information the best and also uh it gives me the highest event match quality score scores of anything that I've seen so it's objectively the case that's why I use it and I love it you can get started for $1 today there's all kinds of other great things about it go check it out right now b. a go use Billy today all right and to do that I'm going to share my screen now and start to walk you through a document now here's the thing I whipped up this Google doc really fast but what I'm actually going to do is I'm going to um include this there's going to be a link in the show notes in this episode so that you can go and get all of this this document with all of the links and all of those things by um like really really easily okay because I want you to have this it's going to have links out to a bunch of resources as many example ads as I can give for these formats I have to get clearance on every one of those from clients but my clients are gracious and kind people so they will give them to you so so we all have example ads for all these formats and I think this will help you a lot so let me show you what the um what the document is first okay all right so here you go so um this is the starting point of of this ad okay so you start with the long form spliner so you've got your angle okay and let's just let's just make an angle right now so we can do this all the way through okay the angle is going to be for a supplement company it's going to be um a let's go let's go a skincare company okay because I've talked about bamboo worth before okay so a skincare company the skincare company the angle is going to be um for a woman with dry skin the benefit of this moisturizer is that it's specifically tailored for for a woman who has dry skin okay so the moisturizer specifically tailored for women with dry skin and we'll say it has some ingredient or something like that that does that okay so I'm completely making this up but it's GNA be specifically for a person actually let's change that let's go for a person with oily skin okay it's a moisturizer for a woman with oily skin all right and and um and I'll I'll even use some old bamboo Earth talking points here to make this point Okay so so uh so that's this the basic idea it's a moisturizer for wom with oily skin and so here's how I would turn um that concept that that angle we'll say into an add now that may seem vague as an angle but don't worry about it like for now and and we could fill that out a bunch of different ways again in my angle episode I talked through some of those things you might think about a 35 to 44 year old woman with oily skin you might think about um why she has oily skin if there's some specific ways you might think about um any other distinctions about the product like you know the application process maybe you have to apply it less often than other products or something like that right there could be all kinds of details that you could use to fill out those kinds of things but let's just start with that basic concept okay so the long form explainer is the place you start and I would break down the long form explainer into four parts now I have done a full episode about this this is also linked out this will be linked out in the publicly available version of this document so you can get it okay where I walk through a whole long form explainer process those four parts are hook body validation and guarantee offer and CTA I want to run through those fast so you know I'm thinking about this okay so write multiple hooks for this ad so it's I would say between four and six different hooks on the front of this ad attach all of them to the body of the ad okay so the body would just be all the education information the customer needs to know to make the purchase don't worry about how long it gets just make sure it's direct and clear and all those things and and this is the long form explainer it actually doesn't matter that it's like really that long but the point here is you're not limiting yourself based on length you're willing to say all the things you need to say to make this ad work work okay and then after that you validate it and you offer any guarantee that you're going to do this is like this is we have X amount of orders y amount of festar reviews and here's the guarantee you know 30-day money back guarantee whatever it is so you just make them feel fine about taking their wallet out knowing they're they should be confident in the purchase and then the offer in CTA is going to be the section where you just say if there's any special offer or anything like that and a call to action you know what that is okay so um so that's the basic structure of the ad okay so um multiple hook variations trying to speak into that angle as goodu as possible maybe your first hook is something like you have oil the reason you have oily skin is not what you think or maybe it's um the the moisturizers you've used before um don't solve your oily skin um and there's a scientific reason why and I can explain it to you or whatever right so you you sort of drive on the desire and curiosity um that uh that you're trying to communicate about and um and again maybe you're thinking specifically of a customer who's tried other skincare products and and um is frustrated because they can't find the one they like so you're speaking to that frustration and that's the hook the body then explains okay here's why this moisturizer solves oily skin um and then you you do all of that information okay and again in this point you're talking about the ingredients you're talking about application process you're talking about how easy it's going to be to use you can talk about anything related to um manufacturing process shipping anything you want to say that is unique about the product and that explains this um is worth doing right if there's multiple um you know maybe you want to hear mention for the person who has combination scanners or dry skin whatever okay so you do all of those things and you don't worry about the length now maybe let's say you have a three-minute ad okay now here's the first idea you have multiple hooks one version of the ad and then you actually deliver two types of the ad okay the first is a noedit version of it so when a Creator goes to read this that Creator reads all those hooks um and and and then does the body validation and offer sections okay those three sections below that they read all those things and um and whether they read uh and and you you then deliver Those ads maybe they show the product you know they're doing this this is the moisturizer we use here's why bamboo Earth is the best whatever um you you do all that her just using uh in this case it would be a woman talking to the screen in a very sort of socially native way right videos you've seen a million times on the internet of a person talking to a camera showing the product applying it here and there if they want to those kinds of things whatever that takes no edits no b-roll that's version one of your ad now we have delivered the first version of the ad okay and you put that straight into the ad account that's it like that simple I mean if you need to cut out some o and ums or something fine but like you're doing literally no other editing you're just getting that right into the ad account now this assumes that you're running manual bids as the way to do this most likely and if you are doing that it's uh the reason that's important is because when then you're going to have a situation where you uh don't um don't have to worry at all about meta spending too much money on bad ads you're not launching these into creative testing campaign and seeing how they're going to go and you're not spending money on them trying to test them you're just launching them with a bid cap launching them with a TR Target and if meta spends on it great okay so now you just launch those as is and that's that's part of the thing here right if you are launching those in a manual bid setting now you don't have to wor like just run them live I have at least one client right now where a meaningful number of the ads that we run have no edits besides a person talking to the camera and it's the best performing version of the ad we've actually run that versus an edited version and the person talking to the camera wins not all the time but sometimes okay so that's version one now we just made like six ads okay something like that if you did six six hook variations and then you take those ads now right but sometimes Boll is actually really helpful in explaining a point this is actually I think the good use for it so you pass this over to your editing team and you say here's multiple hooks okay do those as is um but now make sure in this one you have a a graph TR at minute or at uh 15 seconds in where it shows um you know up close on uh a person's face to show oily skin like I don't know I don't know what it is right but you whatever you do and if there's if there's a point you want to make if you're you're referencing an ingredient that's important maybe you want to cut over to some b-roll of the facility where you have that ingredient and you know you're highlighting it some way whatever using b-roll to illustrate the talking points of the ad now you cut over right now you get those ads into your design and edit process and when you put those in your edit process you uh you now have created six more ads okay so now we've gotten 12 ads out of one idea just like that okay um and those will you know the edit process will take longer on those of course than the first one but uh but but the first ones will go live right away um and all of them can work okay and I'm going to tell you right away this is the argument for using um like like my team my ad team that does and I design and edit work um they have been they've seen this process a lot of times they know I'm looking for multiple variations and in fact my editors my video editors now know that if they are deciding between a couple different ideas and my graphic designers know this too if they're like oh I don't know if I should do it this way or that way they know that my instinct is make both make both we will launch both ads especially if it is a meaningful change in you know especially the first three seconds of the ad or something like that and they'll just send me both so I'll actually get extra variations back from them because they're clued into this process as well n