Run Meta Ads Better Than 99% of People (Beginner to Pro) – Transcript

00:00I've generated over 10.2 billion dollars in sales through digital marketing. And if I had to start all over from scratch, the first place that I would start is by crafting a killer metastatic ad. It all comes down to five key pillars, starting with pillar number one. We are in the golden era of static ads. When it comes to meta ads, everybody gets all hot and bothered with video ads. They're using AI generated

00:27UGC, and they think that this is basically just the be-all and end-all. So, what works? Is it images? Is it videos? The reality of it is that both of them work. And you want to be running all the different types of creative so you can have creative diversity. And today, I'm going to break down exactly on how to achieve these kind of results. I'm not saying that you are definitely going to achieve them.

00:48I'm going to show you how I achieved them. Then, I'm going to show you how to write long-form copy, to partner that with the headline and the images to not only hijack somebody's attention, but to also convert it and get them to actually buy or to turn into a lead. And then, if that wasn't enough, I'm going to then show you exactly how to put these things into your ad account and actually launch them. Right now, we are in the golden age of creating static image ads. And because you can use these

01:13image models to create photorealistic images that nine out of 10 people cannot tell the difference. And it allows you to basically pump out so many more ads. So, what you can see up on the screen right now is an ad that I recently wrote that absolutely pulled its head thing sold out three warehouses full of books.

01:35And it only took me probably about 45 minutes to put together. And there's nothing fancy with it. So, what you can first see is just a a photo of me, and it says Shark Tank star gives away 10,000 books free just to prove it works. Then, there is an image of a warehouse which I created with AI, which I'm going to show you how to do today, of showing people moving around pallets of books. Just because it was easier, right? And it looked cleaner, and I do have warehouses that are full of pallets

02:02of books. And in fact, little did I know that this ad was going to go out and sell tens of thousands of copies. This one ad alone, I spent a hundred and eighty-one thousand dollars on in seven days. So, there are levels to this, right? Most people don't spend that in a month on their ad account, let alone on one single ad. Now, no doubt if you're watching my content, you're probably seeing some of my ads floating around the internet. And yes, I put together

02:28these very highly produced video ads, but that's what I've become known for. But, if you actually look in my ads library and see the quantity of ads that I'm running that are videos versus that are images, you'll quickly see that I run a hell of a lot of static ads. When it comes to writing video ads or putting together video ads and shooting them and editing and doing all that kind of stuff, it just takes an enormous time, and you can't get as much output as you can with creating video ads using

02:55statics. I can sit down and I can craft a static ad that often times will smash that video ad from a performance standpoint. Let's just basically rip this ad to pieces and I'll show you exactly why it worked. But, I wanted to lead with those numbers so you can see the impact of this. Like, most people when they create static image ads, they are using ads that are targeted at the bottom of funnel or the middle of funnel. It's like the shitty old ads that you see, whether it's an e-commerce

03:24product where it's like they put their product directly in the ad. Clearly, they're selling it. It's got some kind of headline or some kind of screenshot, and it's pretty much nonsense. And the reason that I say that it's nonsense is look, it does work. You do get a high ROAS on them. You do get cheap CPLs, but it doesn't scale. And so, what you can see from this ad that it scales to cold traffic. And that is the game here. The game is to be able to write ads that scale on cold traffic, cuz that's the only thing that should get you excited

03:51because that's the way that you really grow your business. You don't grow them by running ads at a low scale at the bottom of funnel. And so, what you will notice from these ads is that they are all completely engineered to cold traffic. And why do I say that? The first thing is when you create your image ad, you do not want to be able to tell that it's an ad. That's the first litmus test of whether or not it's a good ad. Does this look like an ad? If it looks like an ad, immediately you know that you're starting off in the wrong place. Well, the first thing it is when you look at it, it looks like a

04:19news. like that there is something happening. There's an article that is natively written about this book or about me. And so, it goes under the radar and immediately gets consumed. And that's exactly what it is that you want to do when it comes to writing ads. You don't want to make your ads look like ads. So, first things first, why do static ads work so well? One reason is that you can just pump out way more volume than you're able to do with high production ads. So, when it comes to

04:45putting together ads, my whole strategy is a barbell strategy. On one end of the spectrum, we've got super highly produced ads. Like all of these long-form video ads that I produce that involves like coming up with site scouting, getting talent, writing scripts, storyboarding all of the ads, and then going into production and actually shooting them, editing them, all of that kind of stuff. This is an enormous effort. I like doing things that do require an enormous effort. And

05:13if it wasn't worth it, then I simply wouldn't do it. They do work very, very well. So, that's on one end of the spectrum. Then on the other end of the spectrum, it's what I call the ghetto strategy, where it's just like you're using down and dirty selfie photos, things that just look very, very native.

05:28They do not look like ads. Where you don't want to be is in the middle, which is where 99% of marketers operate, which is static image ads that are highly produced, like product photography, coupons, UGC models, all of that. And the reason that you don't want to be here is cuz that's where everyone operates. And if you want to get different results to what everybody else is getting, then you need to do something different. And because it's so easy thanks to AI to produce that, there's more and more clutter and

05:55it makes it more and more difficult to stand out in the newsfeed. So, that's the two buckets that I want you to operate in. One is like low effort, down and dirty, spin up multiple variables very, very quickly. And then the other one is like super high production, high effort, which creates a moat cuz most people aren't willing to do it. And thanks to an update that happened in just about a year ago with Meta with their Andromeda update, their algorithm, their ad platform just requires more

06:21volume than ever before. And so, they are basically looking at ads and they're determining who is going to see that ad. And the more specific an ad is, the more detailed information that they have about who that they should show that ad to. So, it wasn't like in the past where you could get away with having like five or 10 creatives and that would be it.

06:39The plus side to it is that you can get your ads shown in front of the right people very, very quickly. And because it there is so much more volume that is needed today, that's why going down with a static image ad is a very, very good strategy because it's cheap, it's effective, and allows you to pump out way more volume that you could do on a video site. I'm not saying don't do video at all, they all have its time and its place, but in terms of where should make up most of the volume of your ads, naturally, if you look at what the

07:07constraints are going to be, it is going to be static image ads. But don't worry, I'm not just going to be talking about theory, let's actually get stuck in. I'm going to show you three different types of like raw native ghetto ads that I'm running. I'm going to pick them apart and show you step-by-step why they work and how you can create them for your own business. Basically, if I pull up my ads library here, yes, you can see your boy is running lots of ads. I have multiple pages, multiple ad accounts. I do a a lot of activity when it comes to running

07:34ads. In this one, there's 7,300 ads. So, if you look through here, yes, right? You've got my videos here. >> Growing a business is hard. >> Right? Super high production, but then look, for the one video here, I've got like three statics here. One is the ad that I was just telling you about itself, then there's another one which is just a photo that I literally took on my phone, and then there's another one of a screenshot of my book featured on Amazon. And the more that you go down, the more that you're going to see that.

08:02So, let me just stop and basically unpack the first one for you. People think when it comes to putting together like image ads that you need some creative director, or you need some fancy creative agency. You don't. You don't need any of those things.

08:16Basically, what you do need to understand is the format. Because using the barbell strategy, we don't want ads that are highly designed when it comes to static image ads. We want to keep it raw and native and dirty. So, there are three formats. I'm going to rip you through the ones that I'm running right now in my ad account. So, the first one is what I call a raw native. down and dirty. The way that I do it, it's very, very strategic. It's very, very high level, and it's going to take you hours

08:42and hours and hours to do. I'm joking. Like, what I do is I literally pull up my phone, I open up my camera roll, I have a look at some recent photos that I've taken, and I pick a couple of them, and I run them. So, let's take a look at this one. The first one of these. So, what you can see on these is they're a little bit more designed. There's like I I do have like some of the like native Instagram text captions over them, but every single one of these photos were

09:08pretty much taken as a screenshot, or taken from my iPhone. Or, if we have a look at this one, it's just your boy laid out at the beach, right? Just a a good old beach selfie, and often times these ones, they outperform all of my other ones. So, I don't want you to have a bias towards one, you want to be running multiple formats. So, what makes this work so well? Well, the first thing is, it does not look like an ad. Like, if you think about if you open up Instagram, and you have a look at what

09:36is it that you're seeing or you open up Facebook, what do you see? It's typically you're going to see stuff from your friends and family or influencers that you follow, and most of them are photos or videos that were taken on the iPhone. And so, that's exactly what this is. So, it doesn't go "Weren't weren't This is an ad. Let me just keep scrolling." There's no crazy offers on here. It's not like we guarantee to get you 10 leads or none of this It's just a straight-up raw static.

10:03Anyone can run these. You don't need a huge budget. You don't even need to be strategic about it. You can literally open up your camera roll and pick them. And as we go through my ads library, you can see that I've got multiple of these things running. There's so many ads, so they're a little bit hard to hard to find here. But this this is this one.

10:20You can see like just literally a photo that I took of myself working on my computer when I first started my business. It was like probably with the most It was probably the first iPhone that ever came out. So, it's not super high megapixels or any crazy new technology or anything like that. It's all pretty down and dirty. Then there's this one. There's this one with me and my wife here. And the beauty about all of these is that they just don't look like ads. And that's the thing that you

10:45want. Where people get wrong is they want to make themselves look really legitimate. Or they want to make themselves look as the most flattering as they possibly can in these photos. And that's not necessarily what it is that you want to do. You don't want it to be staged. You want it to be natural.

11:01That's why I like just randomly picking photos from my um photo library rather than going, "Hey, I'm going to go out there and shoot ads on my phone." Because that just doesn't seem natural. Like it needs to be stuff that you would post on Instagram stories. Like just naturally. It doesn't look like it's intentional in any way. And it looks very very authentic. And so, that's the major litmus test that that I go after is just picking photos that I've already taken that I had no intention as running

11:27as ads. And the next format is one that I have made internet famous, which is the breaking news format. It won't take me long to find one of these. Here's one here, right? Breaking news, Shark Tank star breaks his silence on $7.8 billion client getting system. You'll see that my ad account is littered with these.

11:46So, you basically you need to think about what is a hook, right? What is a hook for your industry? I'm going to get into how do you basically select the headline copy and the actual things that you put on the actual ad? But effectively, it's an that you can take from your phone, again, or you can generate with AI, which I'm going to show you how to do in this. But basically, it's this one image or two images as a background, and then you're putting a breaking news box, and you're putting a news headline on there. Now,