🤖🚀 The 5 things Meta wants you to do...

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Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 📅 Q3 Planning Time…

• 🧞‍♂️ 5 Key Updates from Meta Performance Marketing Summit

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

I am writing this on the morning of our my Q3 planning day.

My team & I will spend the morning mapping out our big goal for the next few months.

We’ll then decide on the 2-3 big projects that if completed, will produce the results needed to hit the big goal.

I am filled with ideas after spending a lot of time with other Entrepreneurs in the last few weeks.

Anyway, time for the good stuff…👇

Meta recently hosted their Performance Marketing Summit.

It was at their HQ in San Francisco, and they shared a bunch of updates about the platform.

Here’s what you need to know about the future of Meta Ads…👇

Meta’s Current Agenda 👤

1. Account simplification

2. Creative diversity

3. Leverage AI tools

4. Attribution

5. Apply best practices

ACCOUNT SIMPLIFICATION

What Meta said…

Go from 6-10 campaigns to just 3 main ones:

1. Top of Funnel/Interest

2. Retargeting

3. Testing

Use Advantage+ placements to optimise across placements.

This is designed to focus your budget and enable each campaign to generate more conversion events so the algorithm can optimise better.

Elliott’s Hot Take 🔥

I actually agree with this one.

Although we will normally have more campaigns in accounts that are spending £1,000+/day.

We also see Advantage+ Placement lower our CPM’s a lot…

…despite the fact we hardly ever see conversions from some of the random places it shows our ad. Still worth having it on.

CREATIVE DIVERSITY

What Meta said…

Test a variety of creative formats, especially vertical video/Reels.

Brands testing Reels are seeing great results like 47% higher conversion rates.

Reels are the biggest opportunity on the platform right now.

Elliott’s Hot Take 🔥

This is the one I agree with the MOST.

As AI improves, the art of media buying will be commoditised as the platforms make it easy for anyone to press a button and get in front of the right people at the right time.

This leaves your creative as the biggest lever.

30% of users time on Instagram is spent on Reels.

So if you are not running reels specific creative… you’ve just lost 30% of your market instantly.

LEVERAGE AI TOOLS

What Meta said…

Meta has released in-platform AI tools to help generate variations of ad creatives and text.

Use it to instantly create ad copy & images at your will.

No more creative team needed…!

Elliott’s Hot Take 🔥

I think short-term: big opportunity.

Long-term: I am sceptical of their performance.

Here’s why:

The difference between using Meta AI to generate Ad Copy is data…👇

They have confirmed the generative text suggestions you see are based on winning ads from live ad accounts the system is feeding from.

This is awesome, and we are testing it right now.

However, I see a scenario where once a majority of advertisers start using this…

…all ads are going to look pretty much the same…

ATTRIBUTION

What Meta said…

iOS14 changes made tracking harder, but Meta has tools to help make this better.

Their Director of Data Science shared this slide claiming that on average 50% of conversions get misattributed to Search channels.

So take the number of website leads & sales in your account & multiply it by 1.5 for a more “realistic” view of its impact.

Elliott’s Hot Take 🔥

It’s no surprise they are making this claim… and it’s a dream stat for marketers😅

The game of attribution is extremely complex and will never be 100% accurate.

I have seen a trend in the last 24 months of more & more people dismissing Meta after seeing their tracked results in their account diminish.

But I’ve also seen a trend of people that turn of their Meta ads because they didn’t look like they were performing…

…and then 3-6 months later the rest of their marketing starts to die as well.

I saw this great post on LinkedIn yesterday that summarise my thoughts exactly.

APPLY BEST PRACTICES

What Meta said…

Use all the best practices that we tell you.

Elliott’s Hot Take 🔥

Use with caution.

I’ve lost track of how many people had a call from a ‘Meta Marketing Pro’, made some changes, then watched their account go up in flames.

They are NOT marketers.

They are sales people with hard quotas that want you to spend more.

Test their features for yourself, and always follow what works for YOU.

Now AI has entered the chat it’s an exciting time for advertising.

We are testing all these new features right now, so I’ll keep you updated in future episodes…

P.S. Whenever you’re ready, there’s three ways I can help:

• Watch this free video I made: CEO Day in the Life in Austin, TX

• Check out my other free newsletter on how I optimise my health, energy, and productivity as an Entrepreneur.

• Book a free 1-1 Discovery call with one of our Growth Advisors to identify your current growth constraint & see how we would we fix it.

Mega-Prompt of the Week 🤖

My Personal Ad Copy Analyser

I created this prompt to help analyse ad copy my team create across the areas I value the most for performance.

Paste in an ad and it will score it out of 5 for each of these areas:

Analyse a piece of ad copy and score it against the following criteria:

1. Hook
2. Direct
3. Clarity
4. Specific
5. Authenticity
6. CTA
7. Tonality
8. Flow
9. Readability

The goal is to score over 80%. Enjoy!

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