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AI Just Changed Facebook Ads Forever! — Transcript

by Ben Heath · 4,494 words · 655 segments · language en · Watch on YouTube

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0:00We have a new Meta ad feature that I'm
0:02really excited to share with you. It is
0:03going to completely change the way we
0:05analyze Facebook ads and then create new
0:07ads based off that analysis to get
0:08better Meta ad results. For those who
0:10don't know me, I spent more than $300
0:12million on Meta ads over the past 13
0:14years and I'm one of only a handful of
0:16Meta Megaphone partners worldwide. Let's
0:18get into it. This video is sponsored by
0:19HubSpot, more about them later.
0:21So, to demonstrate this new feature, I
0:23first need to show you what it is built
0:25upon and that's Maybur, which is Meta's
0:28AI business assistant, which is a
0:29relatively new feature. It's been around
0:30a few months now that I'm very excited
0:32about and this new thing is is built on
0:34top of it. Not many advertisers are even
0:36aware that Maybur exists, but it's
0:37really powerful. So, let me just quickly
0:38demonstrate that. It'll help
0:40contextualize what we're about to go
0:42through. So, I'm in one of our ad
0:43accounts here and if you click on this
0:45little icon here with the purpley pink
0:48swirls, you see we've got Meta AI
0:50business assistant. If I click on that,
0:52what we can get this to do, amongst
0:54other things, is analyze the performance
0:56in our ad campaigns and then ask it for
0:59recommendations on how we get uh
1:00improved performance. So, you can see
1:02we've got some suggestions for questions
1:05we might want to ask, but I might be
1:07really broad and just say, "How do I
1:10improve
1:11ROAS in this campaign?" Okay? We can go
1:14ahead and ask it and then what's going
1:15to do is it's going to uh take a minute
1:17to analyze the results with the
1:19campaigns that are running and and
1:20previous ones, find things that are
1:22working particularly well, that's going
1:23to make recommendations to do more of,
1:24find things that are performing poorly,
1:26that's going to recommend stop doing or
1:28or turn off. And you can see it says
1:30here it's studying ad account, for
1:31example, doing next steps, etc.
1:33Okay, so Meta's now run some performance
1:35analysis. We've got things like top
1:36performers, you know, efficiency alert
1:38despite high absolute returns. This
1:40option has seen an 82% decrease in ROAS.
1:43Creative impact at the ad level, this ad
1:45remains a top performer, much higher
1:46ROAS, but we've seen a 99% ROAS drop in
1:49the last month suggesting creative
1:50fatigue. And we've got recommendations,
1:53right? Adopt value optimization,
1:55diversify creative formats and expanding
1:57into carousel and collection formats can
1:58help meta ad accounts improve
1:59performance. Additional recommendations
2:01refresh ad creative for high value ad
2:03sets. And so, that's like a a general
2:06overview. We could go in a bit more
2:07specific. So, you could add in things
2:09like, "Can you find the best performing
2:14hooks
2:16in
2:17this account?" And then it will go and
2:19and find the hooks in various video ads
2:21that are doing really well. And you can
2:22ask it all sorts of specific
2:23information, find out lots of stuff.
2:24I've got the videos that cover this in
2:25more detail, so you can run through
2:27those should you wish to to dive in. I
2:28really wanted to give you just a flavor
2:30and set the scene for the next stuff
2:31that we're going to talk about. Like
2:33with all things AI related, you need to
2:35be the filter. So, you need to decide,
2:37"Yes, I like that recommendation. I
2:38don't like this recommendation." and
2:40decide which ones you are and aren't
2:41going to use. This is why it's so
2:42important that you have an understanding
2:44and yourself of what actually matters
2:46and what doesn't. But, this can be a
2:47great time saver. So, instead of having
2:49to go through and analyze all the
2:50individual elements yourself, you can
2:51just use this to quickly find things.
2:53And great for finding things that you
2:54may have missed. Like I might analyze an
2:56ad account, do a full audit, and find
2:59four potential rooms for improvement, or
3:00this can do it in a tiny fraction of
3:02time and might find some ones that I
3:03otherwise would have missed that I know
3:05are important. I might read it and go,
3:06"Oh, yeah, course, this too." I just may
3:08have missed it going through. It's also
3:10only going to uh to get better. Just a
3:12quick aside as well, by the way, you can
3:14use this meta AI business assistant for
3:16account-related issues. So, right now
3:19it's able to resolve about 20% of
3:20account issues. That's what meta are
3:22telling us. Again, it's only going to
3:24get better. So, you've got silly things
3:25like a campaign won't run, or you've got
3:28an error where meta is saying you need
3:30to update payment methods you already
3:31have, but it just won't work anyway.
3:33Simple things like that, it can often
3:35get resolved, even ad account
3:37disapprovals in some instances. So,
3:39that's a first port of call if you run
3:40into account issues is to uh is to use
3:42Mayba. Now, Mayba alone, I believe, is a
3:44game-changer. Super helpful for saving
3:47time, for finding potential rooms for
3:49improvement, for finding problems, and
3:50for resolving issues. Again, only going
3:52to get better. It's been live for a few
3:53months.
3:54Very excited about it. And I was very
3:56excited about it at the time because I
3:58knew it was going to be a springboard
4:00that Meta was going to use to build
4:02other things on top of, which is exactly
4:04what I want to talk about in this video.
4:05This brand new feature, this whole new
4:07studio that is built on top of Meta.
4:10I'll get to that in a minute. But first,
4:12I want to very quickly let you know
4:13about HubSpot.
4:14One of the best ways to improve your
4:15Meta ad results is to model from ads
4:17that are already proven to work. To help
4:19you do exactly that, HubSpot and I put
4:21together a free resource of
4:23tried-and-true templates I've seen work
4:26time and time again. Each one includes
4:28the hook, body copy, and CTA, so you can
4:30take the structure, make it your own,
4:32and start testing straight away. My
4:34favorite part is that these templates
4:35are organized by business type:
4:37e-commerce, local business, lead
4:39generation, and SaaS. So, no matter what
4:41kind of business you're advertising, you
4:43can find templates that are relevant to
4:44you. There's a link in the description
4:46below to grab it for free, and thanks to
4:47HubSpot for sponsoring today's video.
4:50Okay, so let me get into this new
4:51feature that I've been really excited
4:52about, and it's called Ads Creative
4:55Studio. It's been introduced into some
4:57accounts now, not many at all. Meta have
4:59been doing some testing before they
5:00rolled it out like they always do, but
5:01it's about to be rolled out and become
5:03much more prevalent very soon. Good
5:04chance you will see it in your ad
5:06account. You may want to go check right
5:07now, and it may already be in there. If
5:09not, it's likely to to come through
5:11soon. I was actually lucky enough to get
5:12a private demo from some of the people
5:14at Meta that have been working on this
5:16feature, so I've got a really good
5:16understanding of what it is, and I can
5:19can share it with you guys. So, in this
5:21ad account, the way you get to Ads
5:22Creative Studio, if you go ahead and
5:23click on these three lines, click on all
5:25tools, and then I've got it underneath
5:27advertise over here on the right-hand
5:28side, Ads Creative Studio. And if we
5:30click into here, okay, so when you come
5:31into the studio, there's a few different
5:33things that I want to cover here, and
5:34it's really, really useful. And the
5:36first thing's going to be insights, so
5:37we can see where where landed on improve
5:39creatives. Meta have said they're going
5:40to build this out, by the way, so
5:41there's more and more stuff's going to
5:41be added in here. We're going to improve
5:43creatives. So, see insights on why
5:45creatives aren't meeting minimum
5:46performance threshold and find ideas to
5:48improve performance. We've got this
5:49insight here. We can click in, see
5:51insight, and we can start to get more
5:53detail, right? So, this creative style
5:54is underperforming for this product. Try
5:57adding new creatives that might match
5:59better. And you can see it's really
6:01detailed in its advice. Whilst your
6:02minimalist aesthetic and clear
6:04percentage discount successfully
6:05highlight your etc. product, the
6:08creative underperforms because it relies
6:09on static flat lay that lacks human
6:11connection and trust signals.
6:14Platform top performers demonstrate that
6:15shifting from generic holiday promotions
6:17to showing products in use or styled
6:20with explicit quality guarantees help
6:22build credibility and drive connections.
6:24Moving towards creative that features
6:25real-world utility and clear trust
6:27signals could help lower your CPA toward
6:29the category benchmark. I mean, how
6:31specific and tactical is that feedback?
6:34Again, there may be things, just like
6:35with Maybelline, there may be things in
6:36here that you go, "Nah, I'm not so sure
6:39about this. I think that's actually bad
6:42advice or we've tested that previously
6:43and it didn't work." Like, there's going
6:44to be times where this isn't isn't
6:45right, but like
6:47the description there sounds spot-on to
6:49me. It makes total sense given my
6:50understanding of of meta advertising.
6:52One of the good things about Ad Creative
6:54Studio is not just looking at your data,
6:56it's looking at industry top performers.
6:58So, you can see it's looking at your
6:59competitors at other benchmarks here.
7:01So, compare to your industry top
7:02performers, click in here. So, when
7:04analyzing top performing ads in your
7:05category, we found that successful
7:06creatives often feature products in use
7:08by a model or styled in a studio setting
7:11with a strong focus on specific material
7:13benefits and quality. You can see that
7:14this is different to the minimalist
7:16aesthetic and clear percentage discount.
7:17And I can't show these ads,
7:18unfortunately, cuz they are actually
7:19This is an actual client account. So, I
7:21can't demonstrate those, but the
7:22description is hopefully helpful, and
7:24you may well see different advice given
7:26what you see in here as well. Many of
7:28these top platforms clear trust signals,
7:30such as a multi-year warranty, official
7:31certifications, etc., etc. Then they've
7:34got ideas to solve the problem.
7:36So, you're currently running these based
7:38on the analysis above, expand your
7:39creative style options best suited it
7:41pull. We've researched top-forming
7:42creatives for this and found three
7:45creative styles often successful. So,
7:47we've got here idea one, styled studio
7:49product staging, show products in use,
7:52typographic cards with trust badges, and
7:55click in explore ideas and get more
7:57information on those different ones. And
7:59then, we've got in here generated from
8:02the ideas. This is use This is
8:03incorporating Meta's AI. So, we've got
8:06styled studio product staging, right?
8:08So, we've got some examples here that
8:10Meta have gone ahead created. And you
8:12again could be like, we can go ahead and
8:14use these
8:16we can not. Some of them going to be
8:17great, some of them going to be not so
8:18great. And you can go ahead and find
8:20options, you know, show products in use.
8:23You can find options that you either go
8:25ahead and run with or maybe use that as
8:27a base to then work with whatever tool
8:29you're using to produce your creative
8:31and be like, look, we want to make ones
8:32like this but incorporate these product
8:34images. If you're working with
8:35creatives, whether in like your own team
8:38or graphic designers, etc., you could
8:40forward them on this information. So,
8:41you could send it to creative teams.
8:43Really useful for agencies and be like,
8:45Meta's identified this would work well,
8:46we want to use more stuff like this. So,
8:48yeah, super super valuable stuff in
8:50here. And I really like that it's not
8:52just a recommendation, it goes all the
8:53way through to ideas, all the way
8:54through to things you can take and then
8:56and then obviously information that you
8:58can use, like I said, to pass on. So,
9:00anyway with that, so in going through
9:01the detail on that, you may have heard
9:02me mention minimum performance
9:04thresholds. Now, this is really
9:05interesting. So, if we go ahead and
9:06click on this, we can see here that
9:08Meta's established thresholds for
9:11minimum acceptable creative performance
9:13along different metrics. And we have
9:16ability to change these within the
9:17account. And this is really really
9:18valuable cuz often when we see
9:20information about our ads or our
9:22campaigns pop up, and you see things
9:24like an engagement rate ranking, and
9:26it's like above average, average, and
9:27you're like, okay, well, how far above
9:30and what is average? Like, what's
9:32realistic? What should I expect? Well,
9:34here we we come in and see very
9:36precisely what's been established for
9:38this account. So, we've got for image
9:40ads a click-through rate threshold of
9:422.92%.
9:43Interestingly, a whole percent higher
9:45for video ads.
9:46But, we can change that if we think
9:47that's unrealistic. This is going to be
9:48based on our data and also data from our
9:51competitors, like I said before. Cost
9:53per result threshold, $20.13, very
9:56accurate. Again, slightly different for
9:58image and video, although they're
9:59they're very similar. We can click reset
10:01or we can go ahead and grab one of these
10:02sliders and be like we want to go ahead
10:04and and adjust this. I think this is
10:06really useful in any creative analysis
10:08to know what are we actually aiming for,
10:10what are we achieving so far, and where
10:12can we set our targets? And the next
10:15thing I want to show you is the scale
10:16top creatives um section, okay? So, here
10:19Meta's going to identify our
10:21top-performing creatives. We could do it
10:22by different product, by objective, or
10:24by audience, depending on how you've got
10:25it break down, or just go with all. We
10:27can change between image and video. If
10:30you want to be able to see by the
10:30different creative formats, we can
10:32change time frame. We can also change
10:34the metric by which top performance is
10:36measured. So, you could change purchase
10:38rise to one of the others. I normally
10:39wouldn't recommend it, but you can do
10:41that should you want to. So, now we can
10:43see different creatives, right? And we
10:45can see how much is spent on them, what
10:46their return on ad spend was, how that's
10:48changing over time, our cost per result.
10:51We've even got frequency. Like this one,
10:53for example, is now getting a lower
10:55return on ad spend than I know it has
10:56previously. Frequency is really starting
10:59to to climb on this. We're probably
11:00looking at fatigue. And then, just like
11:02this isn't just creative analysis and
11:04feedback, it's the next stage as well,
11:06which is why I think it's such a
11:07time-saver and really valuable. We've
11:08got explore generations. So, if I go
11:11ahead and click on this, we've got some
11:12more information here. So, we've got
11:13that stuff we already looked at, but
11:14we've also got some video engagement cuz
11:16of the video ads. We've got hook rate,
11:18we've got hold rate, and we've got
11:19three-play, which is really interesting
11:21cuz I think Meta advertisers established
11:24that things like hook rates and hold
11:25rates were important when we were
11:26creating custom metrics within the ad
11:28account to produce these, and sort of
11:29Meta cottoned on to this and were like,
11:30"Oh, yeah, okay. This is what
11:32advertisers want. Let's go ahead and put
11:33this into account. Let's incorporate
11:35this into what we can report on, which
11:37will be useful for advertisers." We've
11:39got explore ideas for new variations to
11:41scale this creator success. So, even
11:43just thinking through that lens is
11:44something I've talked about quite a lot
11:45of if you've got an ad that's performing
11:46really well, look to iterate on it is a
11:49great way to go about doing it because
11:51there's elements of it that work really
11:52well. Let's keep those consistent, but
11:54let's get past the ad fatigue issues.
11:55Let's have some new variations. So, this
11:57creator is performing well. Build on on
11:58its success by adding new variations
12:00same video with tweaks to reach new
12:02audiences and placements. So, what
12:04variations are we going to look at? Try
12:06new video hooks. So, if I go ahead and
12:07click on this, we've got why we're
12:08recommending this. Grab attention early.
12:10Swap out the first 3 to 5 seconds of a
12:11video with different approach. So, we
12:13know that that is a tried and true
12:15method to help improve your Meta ad
12:17results across your account. You take an
12:19ad that's performing really well, you
12:20change the hook. This actually is really
12:22good confirmation that Meta is okay with
12:24this because there've been some weird
12:25rumors that I've seen from from many
12:27people reporting of like, "Oh, Meta
12:29doesn't like the hook method where you
12:30take one ad and you produce a load of
12:31hooks." Well, clearly they do. They're
12:32literally recommending it in their new
12:34creative studio, right? So, then we've
12:36got this test a new opener for your
12:37video. So, you've got auto, which is
12:38kind Well, you'll better understand auto
12:40when we select manual. So, if we select
12:41manual, we've got different types of
12:43hooks. So, we've got satisfying intro,
12:46emotional storytelling, skit, fear of
12:47missing out, like some pretty complex
12:49stuff here. Or, you can just select auto
12:50and let Meta work that out from the
12:52various options. Then, we can go ahead
12:55and click generate.
12:57And you can see we're now here
12:58generating video. This may take up to 15
13:00minutes. So, Meta is doing exactly what
13:03you expect it to do based on what you
13:04can see here. They're taking an ad
13:06that's worked really well. They're
13:07helping us create variations on it
13:10really quickly and easily. This is such
13:12a time-saver for advertisers,
13:14particularly operating at scale. Now, of
13:15course, what Meta can do now in every
13:18sense is not going to work brilliantly,
13:20right? There's some of these it's going
13:21to generate you're going to go, "Yeah,
13:23no, we can't use that. Can't use that."
13:25But, I've seen some examples that
13:26absolutely are usable and and are very
13:28exciting. And I think it's also worth
13:30bearing in mind that like with most AI
13:32tools, this is as bad as it'll ever be.
13:35Like it's only going to get better from
13:36here, right? It's only going to to
13:38improve as the technology develops. But
13:41being able to do stuff like this within
13:43your Meta ad account is massive. Not
13:46just because it's going to save you
13:47time, but also because what's being done
13:50is based on the results that you're
13:52already seeing. So it's not blindly just
13:55create new hooks for this ad. It's
13:56create new hooks for this ad based on
13:59the information you have about this
14:00account, based on the information you
14:01have from the ads our competitors are
14:03running. And this is very likely to
14:05produce options that can outperform and
14:07help improve your return on ad spend.
14:09And like I said before, that's really
14:10what Meta want us to do. They want us to
14:12have better return on ad spend because
14:13then we spend more, we scale, they make
14:14more money. So our our incentives don't
14:16always align totally the platform and us
14:19advertisers, but often they do. And when
14:21it comes to producing better ad
14:23creative, they absolutely do. And then
14:24we've also got some other options in
14:25here like add subtitles, and we've also
14:27got generate voiceover where you can be
14:29specific with the type of voiceover.
14:31This would be great if you obviously got
14:33elements that have been generated for
14:34you. You might need You might have
14:35already had a voiceover. You might have
14:36had the audio established. It's like,
14:38"Okay, let's experiment with changing
14:40this up." Because when you're when
14:41you've got an ad that's performed well
14:42and you're iterating on it, a lot of it
14:44you want to keep the same, but you want
14:45to get past what I call the I've seen
14:48this before filter. Because if someone
14:49goes, "I've seen this before," then they
14:51don't want to dedicate any mental energy
14:53to it. So just skip straight past. They
14:55move on to something else. Whereas if
14:56you can change up this That's why
14:57changing the hook is valuable. That's
14:59why changing the way it sounds or the
15:00way it looks is valuable, even if like
15:02the meat of the ad is the same. Because
15:05people are not going to go, "I've seen
15:06this before." They're going to be like,
15:07much more likely to pay attention to it.
15:09And then if they pay attention to it,
15:11you're more likely to be able to
15:12convince them to take the action you
15:13want to take, whether that's buy, become
15:15a lead, um etc. So you can have a good
15:17play around with this as well, depending
15:19on the type of creative that you've
15:20made. Okay, so just jumping back out to
15:22scale top creatives, I've changed from
15:24all to just select image and we've got
15:26this option here. So again, we can go
15:28ahead and click in explore generations
15:30and you can see that the options here is
15:32significantly different as you would
15:34expect. Meta can actually do quite a lot
15:36more with images cuz it's just easier
15:38for the AI to be able to to produce new
15:41creative based off of it, right? Resize
15:43to natural placements. Fairly
15:44self-explanatory, we know that can
15:45already happen within the creative
15:46enhancements. Animate to show as a
15:48video. I really quite like this. If
15:50you've got an image that's performed
15:51well, Meta can take the various elements
15:53and just
15:54make it like almost like a dynamic image
15:57is probably a better way of putting it
15:58as opposed to as opposed to a video like
16:01this text can come in at a different
16:02time to this part of the image and it
16:04just that movement's going to help grab
16:05your attention. So we can go ahead and
16:06click generate creative here and then
16:08look to use it. Again, Meta's going to
16:10take a little bit of time to do that.
16:11Swap a new product. Now, this is very,
16:14very interesting. If you've got an ad
16:15that's performed really well, you can
16:16upload a product image here and Meta can
16:19swap this in instead of the one that
16:22you've got in the original image and you
16:24can keep the other elements, especially
16:26if you if the way you got that image in
16:27the first place was to hire an actor or
16:29a model to demonstrate it or, you know,
16:32set up some sort of studio in order to
16:34be able to grab it. Well, this is a much
16:35quicker and easier way of doing this.
16:37Again, this can be a little bit hit and
16:38miss. You've got to you've got to be
16:40sensible with it. Change visual
16:41elements. So keep your ad engaging,
16:44preserve text in the core idea, but
16:46change some of the visual elements such
16:47as the objects, background, and more.
16:49Remember I talked about the I've seen
16:50this before filter? Let's just make it
16:52look visually different. So we can go
16:53ahead and click generate creative. Takes
16:55Meta less time to do this. Again,
16:57unfortunately, I can't show what it's
16:58going to produce cuz it's based on a
16:59real client ad account, but you can have
17:01a play around with this in your own ad
17:03account and I'm sure you've seen the
17:04sort of things that Meta's able to
17:05generate. Not all the images are going
17:07to be good. I know I know I'm going to
17:08get comments being like, "Yeah, but I
17:09don't like the images it generated."
17:11Right, you can not like 95% of the
17:13images generated and this could still be
17:15a really valuable tool cuz if the one in
17:1620's great, you've produced more
17:19creative that can help improve your
17:20performance without having to go through
17:21the time, effort, and cost. Update
17:23existing text, right? Keep your visuals
17:25as they are with refreshed copies. This
17:26will be text, not like the text in the
17:28ad, the text on the creative.
17:30Quick and easy way to do it as opposed
17:32to having to get the thing re-edited,
17:33particularly if you've outsourced that
17:35work to someone else, and you don't want
17:36to incur extra cost. Or try a new style.
17:39Attract new audiences try a new creative
17:40style with new visual and text
17:42approaches. Like, you can just click
17:43generate creative on that. This is very
17:45much like matter do do what you can, and
17:48let's see what comes up. Let's have a
17:49play and see what you what you can
17:51produce. So, if you do have Ads Creative
17:53Studio, I would strongly encourage you
17:55to come in and have a good play with
17:56this stuff. And one of the things that
17:58I'm consistently telling my creative
18:00guys about at the moment is that look,
18:01if we can incorporate more AI-generated
18:04stuff into our ad creative, it means we
18:07can get a lot of the simpler stuff done
18:09faster, which frees up your time to do
18:11the really interesting and creative
18:14stuff. And the thing that's out there
18:16and a bit more risky, because we know
18:18that the the nuts and bolts, the bread
18:20and butter is taken care of, and I think
18:21this is a big step forward in being able
18:24to do that with the Ads Creative Studio.
18:26So, I'm definitely excited about that.
18:29And if you want more detailed
18:30information on how to produce
18:31high-quality ad creative, or you want
18:33help with anything else Meta ad related,
18:35I've got a school community called the
18:37Ben Heath Meta Ads Academy. I answer
18:40every single post, comment, question,
18:42anything that you want to ask. If you've
18:44ever thought, "It'd be really good if if
18:45I could just ask Ben this, this, and
18:47this, and it'd be so helpful with my ad
18:48campaigns." Well, now you can. You just
18:49go ahead and join my school community. I
18:51do weekly live calls. There's over 110
18:53exclusive videos in there, not on
18:54YouTube or anywhere else, that people
18:56have said are tremendously valuable. If
18:58that sounds interesting, there is a link
19:00in the description. Hopefully, I see you
19:01in there very soon.
19:03And lastly, before you go, I recently
19:04spent a small fortune to spend a day
19:06with Alex Hormozi, and we discussed many
19:08things, including his latest Facebook
19:10Ads strategy. I share it in this video
19:12here. If you're interested in Facebook
19:14ads, I'm sure you know Alex Hormozi is.
19:15This is a very interesting watch.

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