🤖🚀 Facebook Ads are dead...

Read time: 4 mins…

Welcome back 🫡

This week’s Hyper Growth Blueprint covers:

• 🤔 Are Facebook Ads Dead?

• 💸 4 things working ludicrously well for us right now…

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

Last week a business owner friend of mine sent me this message…

Only a few days before, I was at a dinner with a group of multi-seven figure business owners…

(all of which are waaaaaaaay ahead of me - there’s a separate lesson there about getting yourself in the right rooms… but that’s for another day)

…and I had a moderately heated exchange with one guy who claimed the days of Facebook advertising were completely dead 💀

Facebook had been the main source of traffic in his business for 5 years.

It had always generated him a huuuuge return.

Until mid-2021… when iOS 14 hit…

…and seemingly overnight the £10 CPA he was used to skyrocketed to £150…

And sadly, despite his best efforts… he could never get it back down.

So about 6 months ago he turned his Facebook Ads off completely.

And sadly (but predictably), his business ground to a halt.

I really empathised with him.

Facebook Ads has changed a LOT.

The speed of change has become difficult for a lot of businesses to keep up with.

But…

3 years ago when I was hardcore media buying at Saatchi spending £100,000+ per day there was a LOT of technical skill involved.

Lots of hidden levers & buttons you could manipulate to get the algorithm working in your favour.

Nowadays - all that stuff simply does not work to the same extent anymore.

In fact, I was laughing with my team the other day as I realised I delivered a keynote to 1,200 business owners 2.5 years ago…

And now literally everything I spoke about is no longer effective.

It’s crazy how fast things can move on… 😅

As of writing this we are currently experiencing the best Facebook Ads performance we have ever seen.

So I wanted to share what’s working well for us right now in the hope that it might help you too.

#1 Message-Driven Targeting

This is the art of using your message to do your targeting.

In every ad you want to make sure that you explicitly call out to exactly who it’s for (e.g. Business Owners in London, Gardeners, Biohackers etc).

Our goal is to create an ad that ONLY our ideal prospects will interact with and no one else.

Get this right, and the majority of interactions on our ad will be from our ideal prospects - causing the algorithm to identify them & start showing our ad to more of them.

But if you get it wrong, the algorithm may target the wrong people.

#2 Pattern-interrupt creative

If your ad looks like an ad… then you have failed.

Native imagery & ‘quick & dirty’ creative is what’s working best for us currently.

I compiled a list of our 6 best pattern-interrupt creatives for you to steal (link at bottom of this email)

#3 Broad Audiences

I used to despair at the idea of using Broad audiences (meaning no targeting other than age & location).

I thought it was lazy and wasteful.

Well, I’ve been forced to ‘eat my hat’ over the last few months as now across nearly all of our clients Broad audiences have become one of our top performers.

They work by the same principle as Message-Driven Targeting - you effectively hand over the reigns to the algorithm to go out & find your prospects for you.

But be careful… they only work if:

• You are using Message-Driven Targeting

• You give them a few weeks to learn & find their feet

A big reason for my new found confidence in this strategy is the changes Facebook has made to the machine learning models that power the ads platform…

It gets kinda technical… but if you want me to explain this in future, reply with a ‘🤖’

#4 Advantage+ / Tailored Campaign

Along with the new machine learning models, Facebook launched some new campaign types this year.

They seemingly flip flopped between two names using ‘Advantage+’ and ‘Tailored’ interchangably.

Either way, we’ve tested them extensively and can safely say: they’re good.

We have got these working very well by only filling them with winning assets.

We run our 4-phase testing system first in manual campaigns to identify:

1. Winning Headlines

2. Winning Primary Text

3. Winning Creative

4. Winning Audiences

We test at least 10 of each, then take the 2-3 winners and bring them all together in one of these snazzy Advantage+ Campaign and boom…

…you’re off to the races!

Mega-Prompt of the Week 🤖

My team and I spend a lot of time each week using AI & engineering prompts.

I will be sharing one of my favourite prompts with you each week.

To unlock permanent access to this segment, all you need to do is refer 2 people to this newsletter using your special link below.

High-converting Lead Magnet Strategy

Use this prompt to create a complete outline for a high-converting lead magnet strategy.

Simply input your topic & who your audience is & let AI do the rest…

Take it easy,
Elliott

P.S. Thanks for reading - I really appreciate it 🙏🏼

Here’s the link to steal our 6 ‘Quick & Dirty’ Creative Styles I promised.

P.P.S. Here’s your special referral link that you need to unlock Mega-Prompt of the Week… 👇