I've been running Facebook ads since 2013, spending more than $200 million across thousands of clients all over the world. And I've taught more people how to run Facebook ads and Instagram ads than anyone ever. And I know that Facebook advertising can seem incredibly confusing when you first get started. So, in this video, I'm going to walk you step by step through the exact things I would do today if I was starting Facebook ads all over again and I wanted the best possible results fast. Okay, so a couple of quick things to mention at the beginning. Firstly, what I'm going to go through in this video applies if you've got a couple hundred a month to spend or a multi-million dollar budget. Likewise, it applies across industries. We've worked with just about every industry you can think of with massive varying budgets. This is very much tried and tested. And what I'm going to do is try and cut through all the noise and instead of covering all the things you could do to get good Facebook and Instagram results, instead focus on the absolute essentials, the things you need to get right if you want to succeed today. And what I'm going to run through is definitely going to be different from what you're likely to see elsewhere. So, let's start by mapping out a quick structure for this video so you know what to expect. We're going to start with the offer. Nothing is more important than that. I'm going to share exact tactical details how to get your offer Facebook ads ready. A lot of advertisers don't do that. Then we'll talk about campaign and salesfunnel structure. There's so much bad information about there out there about this. I see so many advertisers go wrong. We're going to keep it simple and effective. Then we'll get into creative. I'll show you how to get amazing ad creative even if you've not got any videography, video editing, photography skills. So, stay tuned for that. Then, of course, we'll get into the thing most new Facebook advertisers are absolutely obsessed with, and that's targeting. I'll show you what to do and not to do when it comes to targeting. Then, we'll cover tracking and data, including the smartest, quickest, easiest ways to get that set up properly, which is really important. Then, we'll cover budgets and scaling. You don't want to get this wrong. Most advertisers do. And I've got a bonus topic that I'll share at the end, so make sure you stick around for that. So, that's a lot to get through, but I know you watching this video, you are serious about getting the best Facebook ads results possible because you know that could be a complete gamecher for your business and your life, and you have the discipline and patience to make it through the full video, right? In fact, if you don't have the attention span of a hyperactive squirrel and you do manage to watch the whole thing, leave me a comment to let me know at the end. I'll be watching out in the comment section for the people that do. So, let's dive into offers. Now, I've been talking about the importance of offers for many years, and I I've realized that a lot of people don't really understand what I'm actually talking about when I say offer. They think it's just their product or service, maybe their product or service with a discount. It's a lot more than that, right? We're going to go through exactly what that is, how to improve it, how to get your offer, Facebook ads ready to give you a chance of the best possible results. But I want to just quickly touch on the importance of a fantastic offer. It is by far the most important thing in your ad campaign. You could set up your ad campaign completely incorrectly, get the targeting completely wrong, uh mess up with the copy, not have very good creative, but if the offer is good enough, it will still work or has a really good chance of still working. But the inverse is not true. Doesn't matter how good your campaign setup, doesn't matter how good the creative, if the offer isn't good at the end of the day, nothing's going to fix the campaign. That's why we're starting with it. That's why it's so important. So to help explain what an offer is and what encomp what's encompassed within the sort of offer package, um I'm going to go ahead and grab Alex Ho's offer framework. So I think this is the the best visual representation of of sort of how this works, right? So we've got this image here and we've got these sort of four components. We've got dream outcome. So if you're selling weight loss, this would be to get in great shape. If you're um selling how to make money in the stock market, it would be becoming really rich, right? That's your that's your dream outcome. You've got perceived likelihood of achievement. How likely do I think I will actually get my dream outcome if I purchase this business's products or services? And then on underneath we've got time delay and we've got ef effort and sacrifice. So improving an offer is all about increasing the stuff above the line. Dream outcome times perceived likelihood of achievement. So we want to paint the best possible picture in terms of the outcome. And we want to increase the perceived likelihood that it'll actually happen. So people believe us. Yes, if I buy this person's thing, I will actually get what I want. And we want to reduce as much as possible the things under the line, the time delay and the effort and sacrifice on the part of the customer. If they feel like it's a lot of effort, it's going to take ages for them to get their dream outcome. Yeah, they're not as interested. So, those are the main four component parts. And there are different ways that we can go about adding things to our offer or crafting our offer to try and hit one or multiple of those elements. Right? That's what we're going to run through. Okay. So, the first thing is what you actually sell. I mean, it has to be good, obviously. Hopefully, that goes without saying, but it also needs to be differentiated in some way from your competition. Now, I'm going to give you some examples here. You don't need to win or do all of these options. Often, one will be enough to differentiate successfully from your competition and have a good offer. But the more of these you can achieve, the better, right? So, how does your product or service do a better job of achieving the dream outcome than what your competitors provide? If the dream outcome is to get in great physical shape, then how does your product or service do a better job of getting people there than what your competitors provide? Or how do you demonstrate that it is more likely to work than what your competitors provide? We'll talk about reviews and testimonials and things that you can can do that, right? So, that's ticking two of those boxes. Dream outcome increased likelihood um increased perceived likelihood of achievement. How does it decrease the time delay? Maybe it isn't better than what your competitors provide, but you do it that much faster or it gets people their dream outcome that much faster. Maybe there's less effort and sacrifice. Again, perhaps you're not differentiated on the other elements, like what we offer is basically the same thing. Um, they'll roughly get the same dream outcome, but if they go with my competitors, they're going to have to put in all this time, all this effort. I'm going to make it as quick and easy for them as possible. You can do that. Now, obviously, the more of those you can add in, you can stack them, you can compound, you can create an even better um offer, but just wanted to give you some examples and hopefully give you some thoughts of, okay, how do I differentiate what I've got from my competition? The next thing that you can look to include in your offer to make it Facebook ads ready to give yourself the best chance of success when it comes to your Facebook and Instagram ads is a guarantee. I love guarantees. I think they are massively underutilized by the Facebook and Instagram advertising uh community. And what guarantees do is it they massively increase the perceived likelihood of achievement. So if someone's looking at your thing and thinking, "Yeah, I love the idea of that dream outcome, but I'm really skeptical that they can actually help me achieve that." You put a guarantee onto your offer and that skepticism, if not completely disappears, is massively diminished because people all of a sudden going, "Well, they're so confident that they're going to help me achieve my dream outcome that if I don't achieve it, there's stipulations within a guarantee." Lots of different types of guarantee, by the way. Doesn't just apply to service, can also apply to product. So, you could say guarantee the certain, you know, dream outcome or we'll keep working for you for free or we'll give you your money back or we'll find some sort of alternative. um love our product or we'll give you money back and buy a competitors for you. Um you can guarantee something won't break in a certain time period if that's one of the things that people might be skeptical over in your industry. Guarantee that this will last for 10 years and people in that space are used to buying one of these and it lasts 2 years and then they're frustrated and etc. etc. You can guarantee a certain delivery time, right? You can guarantee that we'll get it delivered maybe installed within 72 hours and our competitors are taking a week. If not, you get your money back. Think of the Domino's Pizza, right? 30 minutes or you or you get your money back. That's an example of a of a guarantee. Um you can guarantee speed of a dream outcome. So not only are we offering this dream outcome for you, but we will guarantee you will achieve it in 30 days, 90 days, or you get your money back or we keep working for you for free or some other sort of penalty that's obviously going to cost us as the business selling this thing uh money, right? So lots of different types of guarantees I've just run through there. You'll have to work out which ones make the most sense for your business, your product, and your service. But adding in guarantees, like I said, such an easy way to achieve massive increases in perceived likelihood of achievement. And for some industries where there is an enormous amount of skepticism, this is really, really important. Right? Lots of people have tried to get in great physical shape for a decade. They see a new offer come along and they think, "Yeah, yeah, seen it all before. Don't believe you. We guarantee you achieve this outcome or you get XY Z, right? you you you get something that's going to make a very skeptical audience then pay attention. The next thing I'd like to add to your offers is scarcity and or urgency. They're not the same thing. A lot of people sort of confuse the two. I'll explain. Right. So scarcity is there's only so many of these things left. There's only so so many tickets left for this event. There's only so many products left before we sell out. There's only so many slots left before we're completely full for the next couple of months on our on our service uh provider. So you can apply this to lots of different types of business. Now, scarcity helps people helps convince people to take action now as opposed to going, "Oh, that looks interesting. I'll get to it when I get to it." And of course, a lot of them forget, and they never do get to it, and you miss out on the on the lead, the sale, whatever it is that you want. That's scarcity. Urgency, on the other hand, is time based. So, the deal goes away at the end of the month. Um, you can use this often in a combination with a discount, right? like buy now to buy one get one free or buy one of these and you get one of these free with it or or you get 30% off until the end of the month until the summer sales over until Black Friday is over what whatever it happens to be for your business. Now scarcity and urgency are sort of they decrease the perceived effort and sacrifice that your potential customers have to make but they sort of do it in in the inverse. So instead of saying to people buy mine because it's less effort and sacrifice, what you're what you're doing with scarcity and urgency is you're saying buy now or in the future you will have more effort and sacrifice because if we run out of stock you're going to have to then do your research and find an alternative product and buy someone else's. That's extra effort and sacrifice. Uh buy now or the price goes up. Obviously that's the same as you know the discount ends. Um so you'll have more sacrifice in a week's time if you buy as opposed to today. So scarcity and urgency again massively underutilized by Facebook advertisers definitely something you want to get in there. And the other component I want to talk about when it comes to offers is proof. So we've talked a lot about the increased likelihood uh perceived likelihood of achievements. Sorry, sometimes that's difficult to say. Basically, do people believe you that you're going to get them the thing you claim to be able to get them. So a guarantee is one great way to do it. But another way is with proof. So if we think about reviews, testimonials, um trust pilot score. So, for example, as an agency, we have a 4.6 Trust pilot rating out of five, which is like unheard of for a marketing agency. That's incredibly high. Very proud of that. Um, we've worked really hard to achieve that. That's a really good proof indicator that if someone wants to work with us on a done for you basis or join our mentorship program that we are likely to be able to deliver and get them their dream outcome, which in our case is great Facebook and Instagram ad results, right? Uh, it could be accreditation depending on your industry that could be really important. and you got all the safety recommendations and you've meet met the criteria and you know if someone's like working on your on the on the gas in your home, you're going to probably want to know that they're all got the right accredititations and they know what they're doing and not about to make a mistake, right? Uh it could be we've worked with big names. So imagine someone's trying to sell personal training services and it's like okay their ads are okay could be interesting campaign whatever just a regular campaign but then says oh by the way I'm the personal trainer to insert me star famous sports athlete that the exact same campaign is going to perform so much better because of the proof that they've worked with that person and you combine that maybe with a video if you're actually working with them so that people believe it um and that massively like I said increases the perceived likelihood of achievement I think this one, the proof element is one of the things that's usually quite easy to add in. Sometimes a guarantee can be a little bit difficult, can be a bit daunting for business owners, thinking, "Yeah, but what happens if we can't get our dream outcome for this person and we actually have to pay out?" You might want to look at your product service if that's the case. But but sure, but I understand that that there's that. Um, but the proof element, particularly if you've been around a while and you have the testimonials and you have the reviews, like make sure that is front and center and visible and a part of your offering, right? Make that really clear. More important if you don't have an established brand. So established brands, they're able to lean on that. And that's a huge part of why brands why why brand value matters so much, right? Is because the perceived likelihood of achievement is higher. So even with like let's just take a sort of micro example. You clicking on this video and deciding to watch this from my channel as opposed to the equivalence that you might find from other people making videos on Facebook ads on YouTube. You probably did so because you have an increased perceived likelihood of achievement as in I have the largest meta ads only YouTube channel by far. That's brand power. That's people going, "Okay, well, I mean, he's got the biggest, so more people watching his videos, more people are subscribed to him, more likely that his stuff is better than these other people. That's why they're doing that. Therefore, if I click and watch this, more likely to do better content, right? Not always. I know I always try, but that's that's how this works. That's how this game works, right? And in the beginning, I'm telling you about I've been running ads forever and 200 million to spend and all stuff that, you know, people can verify. We put out evidence as such, but that's that's what that's ticking at. It's the increased perceived likelihood of achievement of your dream outcome. Your dream outcome is I want to know what Ben would do if he was starting Facebook ads so that I can replicate that and get great results really quickly. In a second, I'm going to get into campaign structure. Before I do that, I want to very quickly let you know about my mentorship program, which provides you with all the support you need to get the best possible Facebook and Instagram ad results, including exclusive educational material, unlimited one-to-one chat support. You can literally ask us any questions you've got anytime about any aspects of your Facebook advertising marketing and we'll get back to you with tailored advice specific to you. Multiple daily live calls and Q&A. So, you can literally jump on with me, my expert team members, ask us to take a look at your tracking or your creative or your offers or your campaign structure, your overall market strategy, and we can help out with that. If that sounds interesting, there is a link in the video description below. Hopefully, we get a chance to work together. Now, let's talk about campaign structure because there's so much bad information about campaign structure over there and I see so many Facebook advertisers massively over complicating things which hurts their results and just wastes a bunch of time too. So, I want you to keep things really simple because A, that's what we're doing the majority of the time now anyways. But also B, this is supposed to be a video of if I was getting started in the first place and if I was getting started all over again with Facebook ads, I would definitely want to keep things simple. If you have a nine-step salesunnel, you only need one step to not work well and the whole thing breaks. We're going to keep it really simple. So, I'm in an example Facebook ad account and let me show you what we would do from a campaign structure and salesfunnel structure standpoint. Right? So, I'm going to create a sales campaign there. I'm going to go ahead and create another sales campaign. This can apply to leads as well if you're more service-based. Um, and then we've got the two campaigns and I'm going to label these up so you can tell the difference and what these are for. So, we've got one which is a scaling campaign and then we've got another one which is a testing campaign. Right now, both these campaigns are going to be targeting the same people. a combination of warm and cold audiences is basically everyone that you want to advertise to. We very rarely separate those out. Now, we're more likely to keep those um combined. Now, the reason why we don't just consolidate all into one campaign is because what we found is that if you have winning ads and you try and introduce new ads, Meta will often not spend much money on the new ads. They will instead spend the money on the existing winning ads. And it becomes really difficult to test new creatives and to try and find ones that can perform better than your current ones or allow me to move budget over to to new ads because you do need new ads. Your existing winners, even if they're performing really well right now, they will fatigue, right? So, in terms of budget split, we're normally going to be looking at something like an 80/20 split. Uh 80% scaling campaign, 20% in the testing campaign. Winners in the scaling campaign, no winners testing for experimentation. We'll talk more about creative um later on. And that's one of the big steps. really important things that you need to get right. We would adjust these this budget split according to performance. If you don't really have any winners yet, we basically all be in testing because what's point spending money on ads that aren't working. But if you've got some that are absolutely crushing it, we might be looking to spend more on the scaling side of things and less on the testing to really take advantage when we do find those winners. Next, let's talk about creative, which after your offer, creative is the most important part, the thing you need to get right if you want great Facebook and Instagram ad results. is the part that grabs people's attention or not, that engages them or not, that holds their attention long enough for them to actually hear about your offer or not. So, the imagery, the the videos that you produce are absolutely essential and and and something you have to get right. You can't have this as an afterthought as a lot of Facebook and Instagram advertisers used to do a few years ago. By the way, they were much more into the the campaign structure and the targeting and the settings and creative was an afterthought. Definitely not that way anymore. We are in a creative um platform. Now, this is where this video is probably going to take a little bit of a left turn and be a bit different to what you were expecting me to talk about because there are some things that as a Facebook and Instagram advertiser, you need to learn how to do yourself. So, even if you're just getting started, brand new, you need to learn how to create great offers. Like, that is a non-negotiable. You need to know that. Whoever's managing the ads needs to have an understanding of that or someone in in the marketing team at least. But interestingly, your ad creative is not something you need to learn how to do yourself, which I know might sound a bit mad. You're thinking, "Hang on, this is the second most important thing in in a Facebook ad campaign. I don't need to know how to do it myself." Correct? I know it sounds a bit mad, but but stick with me here, right? Of course, you can learn how to produce amazing ad creative, and that would be really beneficial to your to your business and your Facebook and Instagram advertising efforts. But you don't have to. And at the beginning of this video, I told you that I'm going to show you how to get fantastic ad creative if you don't know any video editing skills. You don't have videography, photography skills, any of the skills you would normally associate with needing to be able to produce great ad creative. And here's me keeping that promise to you in this video. Because if you aren't getting started with Facebook ads or even if you're sort of feeling a little bit stuck and you've watched this video thinking, what would Ben do if he was starting all over again? Right? Instead of you making your own ads, I want you to hire creators and influencers to make your ads for you. Now, I know as soon as I say that, a bunch of people in the audience just go, "Whoa, there's no way I can afford to do that. I don't have the budget. I'm only operating with a few hundred a month to to run my ad campaigns. Like, this is not something I can do." And I want to sort of shift some mindset around that. There are creators out there who have not massive but targeted small followings that will make ads for you for $100. And if you're spending anything on your ad campaign itself, on the actual cost of the ads, $100 to massively improve the effectiveness of your ad creative, maybe take your return on ad spend from a a 2x to a 4x or a 6x. I've seen that happen many times. could be the best money you could possibly spend. Cuz even if they only have 5,000 followers, but that 5,000 is dead on your target market, Meta will find those people. They will put ads in front of those people first. That because those people follow that person is the creative is far more likely to stop the scroll. Their recommendation to buy your product, service, etc. carries much more weight, is much more likely to get them to take action. And you can often get that very cheaply. Of course, you can spend more and work with people with larger influencers. I have more than a million followers, subscribers across channels. I sit on both sides of the fence, right? I'm an advertiser hiring creators and I'm also a creator myself. So, it costs a lot more to work with me, but you don't have to start there. You can work up and there of course people that are much larger than me that will cost 10 probably 100 times what what I charge for this sort of stuff, right? I don't want to hear any nonsense around they're going to charge for that. I can't afford that. The increase in effectiveness if you do this well will more than pay for itself because remember, you got to pay for the ads, right? So, it's not like it's not like a Facebook and Instagram advertising game is a zero cost game. There's cost in there. It's deciding how to allocate it, where best to spend it. And I think the vast majority of advertisers would be better off spending a little bit less on the ads themselves and a little bit more on the creative to make that ad spend that much more efficient. And if it's that much more profitable, you can then scale and you're more profitable and you scale anyway and you end up with a much better um situation. Right? The other big hurdle to this, people go, "How do I do it? I've sent DMs to like three influencers. Now I'll go back to me. What do I do?" Right? I'm going to show you exactly how to go about doing that. So I'm back in my example ad account here. I'm going to go ahead and click on all tools. And then I'm going to come down here under engage audience to the creator marketplace which is a fantastic free resource that Meta have provided. That is the best place by far to find creators and influencers to promote your products and services, but also to reach out to them because if you're just sending DMs, yeah, you're in there with a dozen or hundreds of other people or thousands of other people depending on how big they are who are also trying to get their attention and you just get ignored. through this tool, people who receive your messages are far more likely to be like, "Oh, this is a brand that wants to pay me money to get me to do things for them. That's fantastic. I'm going to pay attention to it." So, also the best way to actually get in touch with them and create campaigns and all that sort of stuff. So, a couple of things to quickly mention before I give you a quick demo of the creator marketplace. Uh, firstly, you need to request access to creator marketplace, not provided by default, and you need it and you need to have a professional Instagram account or an Instagram account connected to a Facebook page in order to use it. simple things to do, but you just need to do those. I don't want those to trip you up. Then I jump into the creator marketplace, and there's a few features I want to want to run through. Uh, a couple of things I want to highlight as well. Right, approximately 1 million creators on the creator marketplace. So, we're not just talking about the massive names that everyone knows. You can get really quite specific with your audience and with your niche and with your industry. And that's often the best way to go from a return on ad sp well well a return on investment standpoint for you because it's going to cost you less to work with these people and a return on ad spend standpoint because once you run the ads they're more likely to be relevant to your target audience and they're going to their recommendation carries more weight and etc etc right like people might trust me when I talk about a certain software that can help with Facebook and Instagram ads but if I start talking about you know what type of shoes to wear I don't think anyone's going to care almost no one that see my content is even aware that I've got legs let what I might be wearing on my feet, right? Okay. And then what I'm going to talk about is that Meta makes recommendations. So, you've got this recommendations tab here, but even just at the bottom here, Meta has made uh recommendations based on what they know about the content that I create on my uh Instagram profile and Facebook page and the products and services that I sell. And they've absolutely nailed it. Right. So, we've got Mr. Paid Social and Darra Denny being the top two options. Both creators that I know personally, great people, produce fantastic content, very much aligned with my audience and what I produce, right? In fact, these two are also Meta Megaphone partners like I am and we're there's a very small group of us met Metamegaphone partners u create content on meta advertising and AI and advertising in general. So like these would be perfect options that Meta has just gone ahead and selected for me and I could go ahead and and look to explore further. I'll come back to this in a second. Like I said you could find more in recommendations. We can sort by just about everything you can think of, right? So we could sort by different countries, by follower counts, interest, age, gender, etc. Um, we can add in certain requirements. So, if they need to have this many followers, all sorts. We've got the recommendations tab like I already talked about. You can see that in the in the search section anyway. So, you don't need to go into that too much. Then, we've got interested creators. Now, this is more going to apply to larger brands. I've actually got someone in here. And this is interesting. This wasn't in here when I was prepping for the video, but this would be if a creator specifically wants to work with a brand. Uh, so if you got larger established brands and people want to work with you, then you might see um this coming through. Interesting that I've had um this come through. I haven't seen that before. You've got previous partnerships, so you can keep a an eye on, you know, who have we worked with before. We did such and such a campaign 6 months ago. Let's go and have a look. And we've got follows. Um, if I just click into this, we can quickly see that these are creators that follow me. So, you might find that if you're reaching out to these people, you know, creators that follow you are more receptive to you reaching out saying, "I want to work with you." and stuff like that. And tags as well. So, you can lots of different ways to find people, but basically very quick and easy to go ahead and find people within this platform. So once you find some creators that you like the look of and might want to work with, you can click in and get some really great information. So if I click on Caleb's account, for example, we can see, you know, past partnerships and brand experience. So unsurprisingly, Meta for Business, like I said, Caleb's a meta megaphone partner like I am. So he's done some stuff with them. Similar web, another company I've I've done some stuff with in the past. So you you get a sense of are they working with businesses like mine. And then we've got this insights overview. Very helpful. So we've got total follower numbers, but also accounts engaged in the last 30 days. This is really important. Um, you will find instances where a account has massive follower numbers but a much smaller accounts engaged. Like it could be like 3% accounts engaged. That would be a bit of a red flag to be like, well, they did have a big account at one time, but there's not actually many engaged people. So, don't just go off the follow account. Really useful. Uh, 1.1 million accounts reached in the last 30 days. There'll be ads included in that to to increase that number. Hook rate 49 uh% which is really good. Interaction rate 7.3. We can see, you know, partnership ads that have been run. I'll talk about that in a second. You know, previous branded content that's been created, recent posts and their engagement. We can come down and see lots of um interesting information like of the accounts engaged. A lot of them are nonfollowers. Um which would suggest a really rapidly growing account, which I know Caleb does. Like I said, his stuff's great. So, give him a follow if you haven't already. We can see all the demographic information, age ranges, countries, so United States heavy, uh gender, more male than female. This would reflect my um stats a lot. And then we can see creators similar to uh to him as well. So this is just extra information that you wouldn't get from looking externally like just looking at someone's Instagram account, but you can really dive in and see a lot of the great detail, which is going to be really useful for uh yeah, finding out is this someone I actually want to work with and when you get into it, are they worth the fee that they want, etc., etc. And then let's say I decided I wanted to work with Caleb. Well, I could very simply go ahead and click contact and send him a message through the creator marketplace. This is going to appear in their inbox in Meta Business Suite and it has its own folder. So, it's so easy for someone to see the incoming messages here and as a creator to keep an eye. Remember, this is how a lot of creators make their living. Like, their main source of income is going to be from brand deals and making ads for them and making organic posts and things like that. So, like they're very much going to be checking this folder and it's going to, like I said, get through all the spam filters and the noise that you'll get elsewhere. So, I could send Caleb a message there. I'm just going to discard this. And you can see you get responsive tabs as certain creators if they're particularly good at getting back to people um through this. There is another option though. Um let's say we didn't have specific people in mind of what we wanted to create and we say wanted to um just sort of put an offer out there and have creators come to us, which can sometimes be a good way of finding options that you wouldn't have otherwise um thought of. So we go ahead and click on campaigns. I'm going to click on get started. And what we can do here is there's various different settings. You can set this up in in many different ways, but I'm just going to run through a quick example so you can see how this might look, what this how this might work if you wanted to just go ahead and put out a campaign and see what comes through. Right? So firstly, we need to select a campaign goal. Um, so from this list, what is it that you want from working with the creator? This is built not just with ads in mind. I'm talking about this very much from an ad standpoint, but this is built with ads and organic content in mind. So just keep that be aware of that as you go through the process. So, let's say I wanted to increase sales. I want this creator campaign that I'm going to produce discoverable by creators. And I can either do a fixed offer, so a fixed amount, or I can leave this unticked and then make my compensation open to negotiation. If you're going to put this out and make it discoverable by creators, I would normally leave it unticked because you're probably willing to pay more for a creator that has a larger audience and more influence, but that's definitely what I'd recommend anyway. So, we go ahead and click next. And then we've got the details, right? So, we could have, you know, a Black Friday sale campaign could be our option. And then you could say, uh, looking to sell, looking for creators to produce video ads to sell our, uh, our camera tripods. And I said that because you will probably not be surprised to know that I'm looking at two camera tripods. Um camera tripods. Right. So, pop that in there. Then we can add an image to demonstrate the product. Um I'm hoping it'll let me click next. Oh, it's going to insist on adding an image. Right. Let's just add something in there. Have I got anything on the desktop I can just grab. I do I do have something on the desktop I could grab. Um I didn't plan this, but that's actually a screenshot from our um agency partner page, whatever it's called. um that shows our ad spend across the ad accounts we're managing at $40 million um over the over the summer. Anyway, I just needed to add one in there. So, let's go ahead with that. Right. And then we can get more specific. Do we want to work with everyone? Do we want to work with male, female? Would depend on who we're trying to reach. We can add in age ranges, followers, all up to you. Once you do this more, you'll get a sense for what your sweet spot is of who you really want to target. And then again, we can do that for the creator and we can also do that for the target audience because sometimes they won't match up. Most of the time they do, by the way, like if I look at my stats, the average person that watches me is going to be male and about my age. Now, there's a big range. There's people, lots of female uh viewers and stuff. There's also um people that are much older, people that are younger, but like just the average is typically going to be um around there. And we can do countries as well where they're going to um be selected. So you can narrow that down if you really want to, but like I said, I'm just running through this. And then this is where we start to get into the specific stuff that we want the creators to produce. So if we're doing this for an ad standpoint, I'd normally select that as reels. So we might say, look, I want two reels created promoting my products of of tripods. You need to say um that you're interested by the 26th. I mean, I'm just adding in example stuff so you can see, right? And then I need it by the 9th, let's say. And go ahead and click next. Then in the compensation section, we need to say how much we're willing to pay. So, let's say we're willing to pay $1,000 for these two reels. Remember, this is a proposed amount. We didn't include the fixed fee right at the beginning. And that leaves it open because in case someone comes through that's like a much larger audience, you might be willing to pay more, maybe less for less, etc., etc. Uh, and then we can select currency. So, this is US dollar, but we could change that, which is handy if you're operating in different parts of the world. Um, and then we've got add boost permission. Now, this is incredibly important because what this is basically saying is this is you getting permission as the the business that's paying for this content to use this content as ads, which is well, for the purposes of my audience, purposes of this video, the whole point. Yes, great. You can get them to produce organic content, get them to post that on their socials as well. Fantastic. But we want to run this as ads. Um, which is something that hardly anyone in the influencer marketing, creative marketing space is doing. that they are doing more and more to be fair, but that's where so much more of the value is because if you just post, let's say you get a creator to produce an Instagram reel for you and they post it, right? That's going to be seen by a small percentage of their audience for 24 hours at most and then it kind of dies, right? Moved on to something else. But if that piece of creative, that content is great, works really well as an ad, you could run that for weeks, months. The example we've been giving, Mr. paid social Caleb stuff. I see an ad of his that is run has been um an ad that he's made for a brand pop up on my feed like every day for months. They are putting tons of money that business is putting tons of money into using that ad creative as an asset to um sell their stuff. Right? So you that's a perfect example of this being used and you have to make sure that you get this permission. So, even if you're not creating a campaign as we are here and you're reaching out directly, make sure you make it very clear. I don't just want this content for organic purposes. I want to run this as an ad. And you can say you could be willing to pay more um to run this as an ad. I'd often recommend not. Now, the reason why or or not offering much more, let's say, so maybe we offer another $500 more, something like that. Um, if we're paying a,000, maybe less than that. Sometimes you don't need to pay any extra at all. And the reason why is because it doesn't take the creator any extra time to make it. Like they've already made it for you. So whether you use it as an ad or it just goes out organically doesn't make any difference to them from a time standpoint. But also just think about the pitch to the creator being like, "By the way, you're going to produce this bit of content promoting my stuff. I'm going to pay for this to be put in front of a million people or 200,000 people or 50 million people depending on your budget and how long it's going to run over the next x amount of months. That's a lot of fantastic extra exposure for them. Just like I mentioned with the previous example with with Kayla with Mr. Paid Social, his that ad of him promoting a business pops up for me all the time. That's not just promoting that business's stuff. That's extra exposure um for him. Help him grow his account as well. So, happy days. Uh free products, fairly self-explanatory. Are you going to send free products, provide free services as part of the deal? Most of the time businesses are if they if you want an a creator to review your products and recommend it, you're going to send it to them so they can use it. If it's a service, you might let them use it for free so that they can then talk about it authentically from an experiential standpoint. If it's software, you give them a free account, normally add it in there. Then we've got this little summary. Click next. Run through the review. Everything's happy. You can go ahead and get that live and see who comes through. Uh once you click publish on this, I won't do this cuz it's not like an actual campaign. Um, you can then specifically um, like contact creators and link them through to this campaign to say, "Oh, I'd really like you'd be interested in you creating some stuff for my brand to promote my products and services. Here are the details of what I'm looking for." Might be a quick and easy way to save some back and forth communication when it comes to to doing this and setting up campaigns. I've got a more detailed video about the creator marketplace if you're interested. You can find that on my channel that runs through this. I've sort of run through in reasonable detail, but I really go into the the nitty-gritty in case you want that full walk through there. Now, a few quick things to note about doing this through the creator marketplace before we move on to the next big topic, which is which is targeting, and that's that all the payments are handled directly between you and as the brand and the creator. Um, Meta is not involved in that process. It means they don't take a cut. Just something to be aware of that that's all done directly. when you do get the assets, those creative assets from um the creator, what you want to do in terms of running those as ads, you don't just want to grab that ad creative and run that as an ad through your own um ad account. It will still be run through your ad account, but I'll show you a a bit of detail here, some nuance that I want you to to use. So, if we just jump back into ads manager, what I want to do is I would like you to run this as a partnership ad. And I'll show you how you go about doing that. So, if I go ahead and click on campaigns and let's say I click into the scaling campaign, click into this ad set and then if I edit this ad, we will see here that right at the top of the ad creation section in ads manager, we've got partnership ad. Now, I can turn that on and then I can select partnership if you've got partnerships um established. Meta makes it really easy or enter a specific code um or post info for like a post that's gone out say on a creator's profile that you can then just pop in there and run that as an ad. Now, that means you have full control as an advertiser. So, it's still run through your ad account, uh, your budget, you're in control of the targeting and the and the setup of the campaign and the structure and all that sort of stuff, but when you run it as a partnership ad as opposed to just getting, say, the video from a creator and uploading it, it will appear or it can appear. This is up to you how you do it, but what I'd recommend is it appears from both your account and from the creator's account. So, you know, on the top left where it's like who this post or ad is from, it can be both. And that's brilliant because that's really what you want. You want the association between your business, your brand, and the creator that's produced the asset for you. And that'll also help it in terms of uh targeting and delivery mechanisms tap into their audience. And Meta is going to know um like who to put this in front of and who's going to where the best results going to come from, which is going to be their audience. Like I said, that's why creator ads are so good is because it stops a scroll. Someone's like, "Oh, I follow this person. I'll stop and watch." And then also their recommendation carries weight. So, not only do more people pay attention to the ad, but more people are likely to click through and actually go ahead and buy or sign up or become a lead or whatever it is you're asking people to do. So, make sure you set it up as a partnership ad. I'll have a full tutorial on partnership ads coming out soon. Make sure you subscribe for that. Um, if you haven't subscribed already, which I'm sure you have, but if you haven't, make sure you subscribe for that and uh and you'll have more details on those, but fairly straightforward setup. Just wanted to quickly mention that. Right now, bonus tactic when it comes to working with creators, and this is a really important point here. When you ask a creator to produce, let's say, two real style um ads for you, I would ask them to also add in a number of different hooks. So, normally, let's say, 10 different hooks. The hook is the first 3 seconds. Now, the hook is by far the most important part. That's what either grabs people's attention or not. And by doing it that way, so let's say I want you to create two full ads that are 45 seconds long that promote my product or service, right? If you have 10 different hooks for each, so you say, "Right, that opening line, I want you to give three different variations of that opening line. I want you to do it with different backgrounds. Instead of like this camera angle, just turn the camera and have that as your background so that it looks visually different. Do it with a different top on. Do it stood in a different location." It won't take the creator much more time than that. It might take them, let's say it takes them a couple of hours to produce two um real style ads promoting your product. It might take them another hour to do all 10 different hooks. But if you have the two full ads with the 10 different hooks, you have 20 different ads. Yes, the majority of each of those ads are the same, but 90% or so of people aren't going to make it past those first three seconds. They don't make it past the hook. So to them, they never saw the rest of it anyway. So it is a new ad. Massively helps you overcome ad fatigue. Makes it much more likely that one or more of those hooks will land because you just have basically so many more goes at it, so many more swings of the bat at it um to be more successful. And the hook is the most important part. Quick and easy for the uh for the creator to do. It's just a way of making your budget go that much further because let's say it's going to cost you $500 per video asset to get created from a creator. Well, you might be able to get 20 for the price of three as opposed to 20 for the price of 20 because like I said, the hooks don't take that much longer um to record and produce. So, that's something I'd recommend you do. Other recommendations around what the creator does, I would normally keep fairly open. So if someone's a creator, an influencer, they are that person and in that position for a reason. Normally pretty good on camera, normally know what they're doing if you're working with the right people. So you want to give them quite a lot of flexibility. You can give direction in terms of I need you to make sure that you include this in the call to action or make sure you hit these two bullet points that are really big positives about what we sell that I want you to mention or this credibility indicator. Remember those things that we talked about in the offer, that's where you'd want to be like, list some of these. But in terms of like style, visuals, how they do it, normally I'd very much leave that up to the uh to the creator because they know that's how they've gotten to where they are. They know what resonates with their audience. They're going to want to get you good results and produce the best stuff because a they want to make sure that good content that includes them in it is put out to the world when you run it as an ad. And b, they want more money off you. They want to work with you again in the future. They're incentivized to uh to get you good results. Right. A few things to note about creators and creator marketplace and how that works. I think we've run through everything I wanted to talk about and just honestly if I was starting again this is what I would do and I would find the smallest creators I possibly could pay them a tiny amount of money take a bit of my budget and and do this. If you have money for ads you have money for creators that I want to be really clear. I'd rather you took more money out of your ad budget and put it into producing great creative and the creator budget because that'll make your ads that much more effective which will give you a much better overall result which will allow you to scale and build your business and all that sort all that sort of stuff. The the effort and time required to become really good yourself at making ads. You can bypass so much of that by working with creators and and they have influence and I can just tell you right now we have worked with thousands of clients. We have spent insane amounts of money on the platform. The businesses that produce the best results consistently where we sign them up and we're like this is going to fly is always when there is a massive creator or influencer a part of the brand and we can leverage their audience to generate tons of sales and leads really quickly. Those are the businesses that go from nothing to like just you can't believe how quickly they scale. The ultimate example of that would be like a Mr. Beast, right, with Feastables. If another business set up a chocolate bar company, like, okay, take probably a few decades to gain any real traction, if they were brilliant at every single element, he could just go, go ahead and buy it in a bunch of videos and the thing just absolutely takes off. So, you're going to be doing that on a much smaller scale, but that just to to demonstrate the power of this and saves you time, you get better results. Win win. So, it's time for targeting. Now, this is one of the the topics that particularly new Facebook advertisers are absolutely obsessed with. They think targeting is make or break. If they don't get good results, they nearly always blame it on where we're just not reaching the right people. It's nothing to do with our offer. It's nothing to do with our creative. It's nothing to do with the product. We're just not reaching the right people. And I'm sorry to say that is very unlikely to be true. Targeting used to be incredibly important. And it we're almost experiencing like Facebook ads industry lag. And I appreciate it. There's probably loads of people that watched my video from 5 years ago, found out all about targeting, thought this is the most thing, haven't watched one since, they've been focusing on other areas of their business. Maybe they did, they're doing something else and they've come back to it and they're still under that belief. But things have really changed. Targeting just doesn't matter anywhere near as much as it used to. Offer creative far more important. But I want to run through this so you can see how I'd recommend you set it up and go through the details. So back into our example um meta ads account and let's go into our scaling campaign. And then we're going to go ahead and click edit on the adset level. Not going to worry about anything else. I want to talk about targeting right now. Budget show we're going to talk about in a minute. So we get down to this section here which is audience. And in audience we've got controls. And we've got suggest an audience. And depending on your campaign structure and what you use, you're almost certainly going to see something like this um going forward. So the way to think about these two different sections, controls and section audience is anything in controls, they are hard targeting boundaries and constraints. So what you select in here, Meta will stick to what you suggest in here. Meta quite frankly will probably ignore or at least won't stick to it closely. They might use it as signal as a little bit of an indicator like kind of head in that direction. You ever ask anyone for directions and they kind of don't know? You know, you you have that experience where you go, where's such and such? I can't find it. You know, satnav's not working. Where do I go? And they're kind of like, well, I kind of think it's like over that way somewhere. and you sort of have to drive off like you don't know what you're talking about. Mess is a little bit like that. Little bit like that with us giving the suggested audience. They're a little bit like yeah, you don't really know. Don't worry, we'll find it. We'll find it for you. We'll find those people for you. So, the first and most important thing in here is location. Where do we want to advertise? Where do we want the people who see our ads to be? If you if you offer your product service nationally or internationally, then go with the countries or countries that you serve. So, for example, the default here is United Kingdom. We're based in the United Kingdom, but we have clients all over the world. So, one of our, well, our single biggest market, unsurprisingly, is the US. We have more clients in the US than we do in the UK. So, we would most definitely look to be advertising to the US. Some of our other major markets are going to be what you'd expect, right? Australia, Canada, etc. Although, we do have, I think, clients in over 40 different countries right now, which is kind of nutty. Um, anyway, so we could leave that, but we could get more specific. So, for example, we could just look to advertise um to, you know, let's delete that out. Oh, it's not going to let me because there's only one in there. We could just act advertise to the city of Bath. If it comes up, if we were a local business based in the city of Bath, uh we could obviously do a radius of 25 miles around that or we could look to get more uh specific go with 15. This is going to be very business dependent. Where do you want to advertise to? Don't overthink it. Just think where are people that we want to work with? Where are they based? How far are people willing to travel to us if that's our type of business? How far are we willing to travel to work with people if that's our type of business? Maybe nationally, maybe internationally. Don't need to massively overthink that. But this is a hard boundary, right? Oh, it's annoying that Meta won't let me delete that out. Never mind. I'm going to put a United Kingdom. So, this is a hard boundary. Meta will not go outside of that. Sometimes I don't get it quite right. There are errors, but for the most part, we've got some more controls in here. If I tick into that and scroll down, we've got a minimum age. You can see that the minimum only goes up to 25. And this is not really a targeting selection. And this is more of a, oh, I'm not legally allowed to sell my stuff in this country to anyone under the age of 21 or anyone under the age of whatever it happens to be, right? Uh, but most business can leave that um, as is. Exclude these custom audiences. Not something I want you to worry about. If I were starting Facebook ads all over again, definitely not something I would worry about at this point. And then languages. You might want to be more specific here. If you operate in a place with multiple languages and you only serve people that speak one of those languages, like let's say you're in the French part speaking parts of Canada and you only speak French. I'm not sure how you're managing through this video. Uh but let's say you were in that scenario. Um you might want to only select French cuz you can only work with people that speak French, right? Okay. So that's the control section. It's basically location with a little bit of extra. And those are hard boundaries. Then we've got this suggest an audience section here. Now, in here, these are those directions I was talking about earlier where you say to Meta, "Yeah, yeah, yeah. The the customers are kind of like over, you know, that way like a Meta goes, "Yeah, yeah, yeah, yeah, we'll work it out." I'm not convinced that adding much in here makes any difference anymore, to be perfectly honest. But, but it certainly doesn't hurt either because if it's not quite right, Meta will ignore it. And if it is right, it might give Meta a little bit direction, particularly with a newer ad account where Meta doesn't have much conversion data and they need to work out who do we put this stuff in front of, like who actually likes it. Meta works out really fast, by the way. So, we can add in custom audiences. So, these are going to be warm audiences, people that have interacted with our business before. Often a good way to go. So, we could have, for example, website visitors. We could upload um we could upload email lists. We could upload uh people who've engaged with us on Meta and uh on Facebook and Instagram. Lots of different options for warm audiences. I've got other videos about custom audiences. I don't want to get bogged down in that here, but basically just go ahead and add in your warm audiences, their suggestions, right? Then we can also look to get a little bit more specific if we want to. Our customers are mostly going to be 25 to 55. Or you can get more specific. Our customers are mostly male. They're mostly female. And you can look to um adjust accordingly. Right? If you're not heavily skewed one way or the other, don't worry about it. Even if you are, like I said, I'm not sure this makes a huge amount of difference. And you could add in some detailed targeting options to give meta that initial indication. Yeah, they're over there somewhere. So it would be something like for our business for example, we could have, you know, social media marketing as as as an example. People interested there social media marketing. And you could add in one, you could add in multiple, you could leave it blank. Not sure it makes a huge amount difference, but that is the structure when it comes to targeting. What I don't want you to do is go ahead and do a bunch of things that I haven't shown you there. I don't want you to go ahead and click on further limit the reach of your ads. that's likely to cause more harm than good. I don't want you to try and come up with anything else more complicated. This targeting section of starting Facebook ads all over again is much more about don't mess it up as opposed to get it right because you only need to be kind of there and met will work it out for you. Next thing we need to cover is tracking and data. This is the boring part of Facebook and it's advertising. The part that no one really wants to think about, no one wants to worry about when I make specific videos about it. No one clicks and watches. But it is really important. So much of what Meta does now is based on machine learning. It's based on its optimization process. It's based on working out who to advertise to, how many times a day to advertise to them, uh all the various elements to get the best possible results. To do that, well, Meta's systems need to have accurate data. They need to know who is converting, how often they're converting, when they're converting, which clicks led to conversions, and which ones didn't. And if you don't have accurate tracking and data set up, you're in trouble. So, as a minimum, you need to have the Metapixel and conversions API set up and generating conversion events accurately. This is the part where everyone sort of goes, I don't really know what you're talking about. And to be honest, I don't know a huge amount about the details of the tracking and the data. I know basic pixel setup. I know basic conversions API setup. Beyond that, I get other people to do it for me. And this is another one of those things that you do not need to learn how to do yourself. And let me give you an example. So, I have just jumped into Fiverr. Sure, you're familiar with the website. And I have searched for the term metapixel. And if we scroll down, we can see that the very first result here is someone who is top rated. They have a 4.9 star rating at 442 reviews. That's pretty good. They're probably pretty good at installing Metapixels. Oh, and by the way, they'll do the Facebook pixel and the conversions API for you along with a bunch of other stuff that even I barely understand. And their fees are from €18. I'm not quite sure why this is being demonstrated to me in euros, but for those of you that aren't familiar with euros is pretty similar to dollars nowadays. So, let's say 20 bucks to get that installed for you. If you have money for ads, you have money to pay someone to just do this for you. Get them to do it and you're all good. And you can easily verify to see whether or not it's been done properly because you can take a look at the results that are generated in your ad account once it's all set up and tracking and you can verify those against your your backend data. So in your CRM, okay, meta saying we generated this many leads and we've got roughly that many leads in our in our system. Yeah. Okay. Probably accurate then. Same with sales. If you're looking at like shify data, is that correlating to what we've got in in our ad account? Yeah. And that can give you a a good idea, right? So go on to Fiverr, go on to Upwork, and then you're all good. That's the basic setup that everyone needs. And if you want to go further, which can often be well worth doing and improve things tracking and data wise, got two recommendations for you. One, regularly check events manager. So over on the left hand side, I've got events manager. If it's not in your shortcuts, it will be in all tools. Now, this is an example ad account. So what I'm about to show you is not like how I'd recommend you have things set up, but I just wanted to come in here because what I wanted to say is you will see Meta provide messages around data, how to improve things, how to improve your event match quality, um, and how to basically improve the tracking and data quality. You'll see them pop up here and Meta will tell you what to do. So you can go ahead and implement this or find someone on Fiverr who will do it for a tiny fraction of, you know, the cost of what you'd expect and that's often a good way to go. So that's one recommendation. And if you want to take it even further and get the best possible tracking and data, which like I said is incredibly important to the success of your Facebook and Instagram ads, my recommendation would be to use Hyros. Hyro is the best tracking and attribution software for meta ads. It's a software all the big players in this industry use, including myself. I use it to track results for my own ads as well as all my organic results as well. So, if someone books a call for our done for you services, for example, I can see exactly where that person came from with a lot of accuracy. That allows me to make better decisions for my marketing and my business. High rose has been able to track that from our ad spend in this campaign, we've generated £96,000, but £58,000 of that was not reported by Meta. So, if I was just looking at my data within my Meta ad account, I might come to the conclusion that this campaign is doing okay. But in reality, this campaign is doing a lot lot better. Now this is a relatively extreme example because of the nature of our business. So most of our products services have recurring billing elements. Meta might be able to see what we make initially from our ad spend on that initial transaction but not those subsequent payments. That's why it it shows the importance here of being able to accurately see what we actually get from our ad spend in order to be able to make better decisions and optimize correctly. So if you want to improve the performance of your ad campaigns without having to touch your ads, go ahead and sign up to Hyros. There is a link in the video description. The next topic we need to cover is budget and scaling. One of the other things that you have to get right or kind of like targeting actually you need to make sure you don't get wrong if you're starting Facebook ads and you want good results. So let's go back into ads manager and talk about this. We'll jump into one of those campaigns um and that we've created as an example and we've got the budget section up here. Right. So firstly daily budgets over lifetime budgets would be my recommendation. Campaign has a lot more longevity. you have more flexibility as an advertiser. So, let's go over starting budgets. How much should you start with? There's no perfect amount, but I've got some specific recommendations on on this, right? So, you want to start with a budget that is small enough that you can afford to lose it. You don't want you or your company to be put in financial difficulty if the campaign doesn't work really well from day one, which is of course possible, right? We've talked about the elements you need to get right, offers, creative. Um, it's not like everything immediately works really well. That would be completely unrealistic. There might be some stuff you need to work out that might take a bit of time. You should be prepared for that. So start with a small enough budget that if you lose it, it's not the end of the world, but you don't want that budget to be so small that you don't care about it. That you sort of h whatever, we'll just kind of leave it and I'll check it in a month's time. I've seen people do that as well. They start so small that even if it was to succeed, it wouldn't have any meaningful impact and there's therefore not that motivation to do this properly and really get involved with the campaign. That normally means there's this lovely sweet spot where you're like, we could afford to lose this, but it, you know, wouldn't be fun, wouldn't sting a little bit. And that's that great place. If it doesn't work out, you're protected, but you're going to be really involved and invested. And then if you start at that place, you get to a point where your campaigns are profitable, are successful, then scale. Don't scale before that. There's this myth that you just need to spend a certain amount and then your ads will start to perform great results. That is not true. The reason why that myth is there is because people look at big businesses and they think, well, they're spending loads and they're getting great results. They're getting great results because of their brand value in a lot of cases or the fantastic creators that they're able to partner with, not because they're spending a certain amount. In fact, in reality, your return on ad spend decreases as you scale, which I know is quite disappointing to a lot of new Facebook advertisers. They're like, "Oh, really? Why does that happen? It's because Meta is so good at finding your best possible people to advertise to. So, when you're only spending enough money to advertise to say 5,000 people a day, Meta is going to find basically the best 5,000 in your target location for your business. As you spend more, you're then advertising to another 5,000 and another and another 50,000 the more and more and more you scale. And those people are still going to be good prospects, but not quite so good as that original core. So, your rorowass does decrease usually quite only by a little bit at the beginning and then the more and more you spend um the more and more it'll decrease. This is why a lot of businesses do cap out at certain point in terms of how much they can scale. Those numbers are normally massive. Very successful business. You can still run off into the sunset with a big bag of money. If you ever reach anywhere near that level, don't think you're doing that at, you know, $1,000 a day or anything like that. The numbers are normally much much higher for when you cap out, but those caps do exist, right? So, get to the point where your campaigns are nicely profitable and then scale from there and then scale slowly. So the solution of thinking right well if my rorowass decreases I scale how do I make that work. If you need to be at say a 3x rorowass for your campaigns to be profitable you want to be at like a 4x maybe a little bit better maybe close to a 5x at your current budget level before you start to scale knowing that okay well if my rorowass decreases a bit I'm still fine this is still really nicely profitable and I'm generating more volume and making more profit overall. Um so that's how we typically recommend you do it and then scale slowly. Don't go crazy. Don't go from $10 a day to $500 a day all in one go. you want to do it in a stepped approach. I've got more videos on specifics around scaling and different strategies and budget increases if you want to want to check those out. But that's some general advice that I've got when when scaling because a lot of advertisers really mess this up and you can it can really take the wind out of your sales if you've gotten something to work really well and you're super excited and you're like we're going to scale to the moon and conquer the world and you go to scale and just rush just goes boom and you're like ah I didn't do this properly. So check those out if you want more info on that. Right, then it's time for that bonus tactic that I promised earlier. For you legends that have made it this far through the video, here you go. And that's to do everything you can to increase your customer lifetime value. Now, that might not sound very significant, but it is everything. It makes your Facebook advertising so much easier. If you can take a customer that is currently worth $50 to your business, that's how much they spend with you on average during their lifetime, and even get that up to $100, that's night and day difference. But if you can get that to $200, $500, $1,000, that completely changes everything about how easy or difficult Facebook and Instagram advertising will be for you. Because if a customer is only worth $50, the cost to acquire that customer, what you're paying in advertising cost to get them in the first place is always going to be a large proportion of what you actually make from the customer. But if you make much more from a customer, it's a far less lower percentage. And if say it cost you $30 to get a customer and instead of making $50 from that customer, you make $500 from that customer. If your ad costs go up by 20% because of seasonality or a new competitor or rising ad costs over time, who cares? You're still so profitable, it doesn't matter. And there's a number of ways you can go about doing this, increasing lifetime customer value. The obvious ones are going to be subscriptions. It's why so many businesses have become subscription businesses, by the way. Even things like you think of HelloFresh, that's a subscription that's food you cook and eat in your own home. You know, it's kind of nutty, right? But that's what it is. Your own car, right? Like if you got a car like mine, the thing has like updates that you need to have a subscription for. It's like I've already bought the car and it's that's why everything has become a subscription. Everything's But it's all about increasing customer lifetime value. Other ways you can do it, you can get people to buy again. Your stuff's really good, they'll buy again. U referrals. So instead of just getting more money from that customer, each customer you acquire, you're much better at then leveraging those to acquire more customers for you. Another really good way to um to to increase your customer lifetime value. But the advertisers that obsess over this. The advertisers that dominate the back end behave. The advertisers that dominate the back end when it comes to marketing, those are the ones that win. What I'm referring to here when I talk about backend is those subsequent transactions, not that initial customer acquisition, but also, you know, how you make money on the back end from subsequent transaction, subscriptions, repeat purchases, etc. The the advertisers that that do that really well, those are the ones that win because they could always afford to pay to acquire lots of customers. If you made it to the end of the video and we can successfully confirm that you do not have the attention span of a hyperactis girl, well done. Like seriously, I do mean that. Well done. Let me know in the comments. I will definitely keep an eye out for those. And then go ahead and watch this video because the more of you watch this, the more views I get and that's really good for me. Oh, and it'll also teach you how to like scale Facebook ads the right way, which you're definitely going to want to do once you implement everything we go through in this video and you're getting great results and you want to scale up and conquer the whole world. Just please promise to take me with you. I've always wanted to be like lord of like a big chunk of land, you