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Copy This NEW Meta Ads Strategy, It'll Blow Up Your Business (Post-Andromeda) — Transcript

by Professor Charley T · 2,812 words · 409 segments · language en · Watch on YouTube

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0:00Between my brands, clients, and
0:01students, I'm helping people spend well
0:03over a million dollars a week on meta
0:05ads. And right now, the most
0:07misunderstood and underused ad format on
0:10the entire platform is the 322 flexible
0:14ad. At its base level, a flexible ad is
0:17simple. You're giving Meta multiple
0:19creative inputs, and you're letting the
0:21system decide how to combine and present
0:25them for each impression. We're going to
0:28start by opening up the account and
0:30building one together step by step. If
0:33you've been working harder and harder
0:34every month just to maintain the same
0:36results, this is going to make a lot of
0:38things click. All right, let's get into
0:40it. So, let's actually build one of
0:42these together. I'm inside of the ads
0:44manager now and I'm going to create a
0:46new ad so you can see exactly where this
0:49lives and how it works. At the ad level,
0:52instead of choosing a standard ad
0:54format, we're going to choose flexible
0:56ad. This is the format that replaced
0:59dynamic creatives, and it's where the
1:02entire 322 system lives. That means
1:06three creatives, two headlines, and two
1:09primary texts. Nothing more than that.
1:12First, we'll add three creatives. These
1:16should be three videos or three images,
1:19not a mix.
1:21We want the system comparing like for
1:24like. We're not asking Meta to decide
1:28between formats and messages at the same
1:31time. That's not a good test. If you
1:34want to test images versus video, do
1:37that in separate flexible ads, not
1:40inside the same one. Then we add two
1:44primary texts, different angles,
1:46different hooks, different reasons to
1:49care.
1:50Next, we add two headlines. These should
1:54be meaningfully different, not small
1:58wording tweaks, but two distinct ways of
2:01framing the value, not rewritten
2:05versions of the same idea. And that's
2:08it. Three creatives, two headlines, two
2:12primary texts. Three, two, two. that
2:16gives meta 12 possible combinations to
2:19work with and this part is very
2:22important. We are not trying to give
2:25everything a fair chance. Now, I hope
2:28you're enjoying watching this video as
2:29much as I enjoyed making it. And I want
2:31to take a moment and just say thank you
2:33for watching it. Go ahead and smash the
2:34like button, subscribe to the channel if
2:36you haven't already, ring the bell so
2:37you don't miss any future videos, and
2:39take a moment to join the Disruptor
2:40Academy where you can get for free all
2:43the assistance that you need, all the
2:45things that we talk about in this video.
2:46There's a link right there. All right,
2:48with that being said, let's get back to
2:50it. Spend is a meritocracy. The system
2:54is going to put more spend behind the
2:57combinations that create the best
2:59experience and the best outcome based on
3:02early data. And that's exactly what we
3:06want. There's no placement customization
3:09here. No aspect ratio micromanagement.
3:14No guessing which version goes where.
3:17Now that you've seen exactly how simple
3:19this is to build, the real question
3:21becomes, why does this work so much
3:23better than launching separate post IDs?
3:25And that is what we're going to break
3:26down next. Separate buckets versus
3:29shared learning. There's one really
3:31important thing to understand about how
3:32Meta learns. When you run ads one by
3:36one, every single ad learns on its own.
3:40Each post ID has its own data, its own
3:45learning, and its own history and social
3:47proof. Think of it like this. Every ad
3:50is filing its results into a separate
3:52bucket. And those buckets don't talk to
3:54each other. So, if you launch five
3:56separate ads, you don't get five ads
3:58learning together. You get five ads
4:01competing. One ad might get the
4:03conversion, another gets the click, and
4:05another looks great for a day or two,
4:07but none of that information is shared.
4:10And when one ad starts to look better,
4:12Meta will shift spend towards it. That
4:15spend has to come from somewhere, and
4:18most of the time, unless you're
4:19increasing the budget, it comes from
4:20your other ads, even the ones that were
4:23already working. And that's why older
4:26ads suddenly look worse when you launch
4:28a bunch of new tests because those new
4:31tests launch at the bottom of the funnel
4:32and steal all of the data. People
4:34usually call this ad fatigue, but most
4:37of the time it's not fatigue, it's
4:38fragmented learning and spamming the
4:40bottom of the funnel. A 322 flexible ad
4:44works very differently. Instead of
4:47separate buckets, all of the data flows
4:50into one place. The creatives don't
4:53learn alone. The headlines don't learn
4:56alone. The primary texts don't learn
4:59alone. They learn together.
5:02So when something starts to work, that
5:05information doesn't get trapped inside
5:07of one ad. It can be leveraged across
5:11all ads inside of the 322. And it
5:14carries that forward. That's the shift.
5:17Instead of the system constantly
5:19resetting itself, it starts building on
5:21what it already knows. Instead of having
5:23dozens of low data sources with low
5:26confidence, it is all consolidated into
5:29one place. Next, I want to show you why
5:31this matters so much over time and how
5:33keeping this structure simple is what
5:35makes success easier than ever. Why
5:38three creatives and only two of each
5:40copy? This is where the 322 structure
5:43really matters. We all know one thing
5:46for sure. Creative moves the needle more
5:50than anything else. So our job isn't to
5:53overwhelm the machine with options. Now
5:55in Google, you are trying to overwhelm
5:58with options because you want every
5:59single possible thing that somebody
6:01could have typed in to be represented.
6:03But on Meta, we're not trying to account
6:05for everyone. We want the best users. We
6:07want the machine to be able to make the
6:09best choices. Our job is to give Meta
6:12and Andromeda the best chance to find
6:14the best creative as fast as possible
6:16for the right person in the right order.
6:17That's why we only give it three
6:19creatives. With three, Meta can make a
6:22real decision quickly. One creative will
6:26usually separate itself pretty fast.
6:29Spend will then concentrate. Signals get
6:32clear. And remember, one creative is
6:34four types of ads because those two
6:36primary text and two headlines. But if
6:38you load five or 10 creatives into one
6:40flexible ad, the learning slows down and
6:42often whatever gets lucky early is the
6:44only thing that gets spend out of the
6:46entire ad. Not because meta is bad, but
6:48because you've given it too many
6:49questions to answer at once, so it goes
6:51off of any win it can find. Three
6:53creatives is enough variety to learn
6:56without creating noise. Now, if you want
6:59to test more than three creatives, you
7:01don't put them all in one ad. You create
7:03multiple 322 flexible ads. If you want
7:06to test six creatives, that's simply two
7:09322 ads. Now, something really important
7:13happens. Instead of one crowded bucket
7:16or dozens that are all completely
7:17isolated, you've created two clean
7:20places for all of your data to go. Each
7:22ad gets its own chance to earn spend.
7:25Each ad gets its own learning path and
7:28life cycle. And because both ads can be
7:31built around the same concept, you're
7:33not changing the strategy. You're just
7:36increasing opportunity. That gives the
7:39machine more room to work, not more
7:42confusion. This also lets you test copy
7:45in a much, much smarter way that I don't
7:48see anybody talking about. If both
7:50flexible ads use the same headlines and
7:53primary text, now you can watch what
7:56happens to spend. If the same copy
7:59dominates in both ads, that is a real
8:02signal, that copy is doing the work. And
8:05if performance differs, even when the
8:08copy is the same, you know that the copy
8:10isn't the reason the ad is winning or
8:12losing. You can really point to the
8:13creative with much higher confidence.
8:15And that is incredibly useful. It tells
8:18you whether a result is something you
8:20can trust or something that's just lucky
8:23or perhaps something that is driven by a
8:25specific creative that is real AB
8:29testing one variable at a time fast
8:32learning and clean signals. And instead
8:35of guessing which win matters and trying
8:37to infer something that is completely
8:39out of your control, the machine tells
8:41you. And that's the difference between
8:43chasing performance and building a
8:46system you can actually rely on with a
8:48feedback loop that allows you to get
8:50better and better over time. And once a
8:52322 flexible ad has been running for a
8:54bit, the most important signal to look
8:56at is still spend. Spend tells you what
8:59the machine believes. And when spend
9:02concentrates and the campaign is better
9:04because of it, that is a real winner.
9:07Whether that's around 1322 or one
9:10element within it. Now, here's something
9:12really, really important. There is no
9:16rush to pull post IDs. The worst thing
9:18anyone can do is interrupt something
9:20that's already working. Flexible ads are
9:23doing their job. They're learning,
9:25they're improving, and they're driving
9:27results. We don't stop that. What we can
9:30do is start harvesting from what is
9:33going well. Think of flexible ads as
9:36your proving ground, as your testing
9:38environment. And in your one campaign
9:40control ads set is where you put all of
9:42the proven assets. So when you see a
9:45flexible ad performing well, you don't
9:48shut it off. You don't stop good things.
9:50You don't turn off good money. You
9:52simply start pulling the best performing
9:54post IDs and introduce it into the
9:56control environment. That way, you're
9:58not replacing anything. You're just
9:59adding evidence and leverage. And this
10:02is where the system really, really
10:04starts to work. And one thing I want to
10:06call out here is I do not expect the
10:08single post ID that you pull to
10:10necessarily perform as well as the whole
10:12322. It is the all-star on the team, not
10:15the whole team. And when you put it
10:17inside of an adset of other allstars,
10:19now it's a contributor to a team that is
10:21much greater than the team it came from.
10:23Right? An allstar team is built of
10:26everybody who's good, right? It's a
10:28collection of unicorns. We can't expect
10:30them all to dominate in the same way
10:32when it was one unicorn with a whole
10:33bunch of scrubs. That's just not the way
10:34it works. So, don't be alarmed when
10:36performance doesn't look the exact same,
10:38especially right away. So, let's talk
10:40about how to get the post ID. How to
10:42grab the post ID inside of your business
10:45manager. I want you to go to your inbox.
10:48Look for the ads getting the most
10:50comments and engagement. When you have a
10:53real winner, a real unicorn from a 322,
10:56it won't be subtle. When you have a
10:58great white shark in the backyard pool,
11:00you notice it. You'll see people
11:02reacting, commenting, and engaging.
11:04Simply click the timestamp on that post
11:07and it will take you directly to that
11:09ad. The URL will contain the post ID or
11:13the video ID. All you have to do now is
11:16copy that and then head back inside of
11:18the ads manager and you can create a new
11:20ad inside your one campaign control ad
11:23set. And from there, you choose use
11:27existing post and you paste that ID,
11:30whether it's the post ID or the video
11:32ID. That's it. Now, you've isolated the
11:36unicorn, the great white shark in the
11:37backyard pool, and you've added it to
11:39your all-star team. And now you can
11:40watch how that same asset performs along
11:42with your other proven ads in a stable,
11:45controlled environment while still
11:46letting the thing that's winning
11:48continue to win. And if it holds up,
11:50you've found something you can trust.
11:52And if it doesn't, nothing breaks. If it
11:55just doesn't work, isolate it. That's
11:56okay. Maybe the reason it worked is
11:58because the flexible ad was great, but
11:59on its own, it's just not enough. And
12:02because the flexible ad is still
12:03running, still learning, and still
12:04winning, the system continues to get
12:06better. And that's the beauty of this
12:09system. You're never betting the account
12:11on a guess. You're letting flexible ads
12:14find strength and letting the control
12:16environment confirm it and ultimately
12:19just level up the floor. So, you're
12:21constantly just getting better. If the
12:24baseline continues to improve, it's hard
12:26for you to not continue to make more
12:27money. Before we move on, I want to zoom
12:29out for a second and try to tie
12:31everything together. Because once you
12:33see this as a system, everything gets
12:36simpler. So, step number one is flexible
12:40ads. This is where you test, not by
12:44guessing, not by launching dozens of
12:46post IDs where you hope you got the
12:48right copy of the right creative and it
12:50hits the right person. in the right way
12:51with all the other ads running, but by
12:53giving the machine a clean 322 structure
12:56so that learning stays shared and the
12:59signals stay clear. Flexible ads are
13:02your proven ground. This is where you
13:04test. Step two is you harvest. When
13:08something starts to dominate spend and
13:10the campaign is better because of it,
13:12you don't rush. You don't turn anything
13:15off. You simply observe and you scale
13:18your budgets, right? You take advantage
13:20of that leverage. And when you're ready
13:22to pull the best performing post ID from
13:24what's already winning, you go to your
13:26inbox, the comment section, and grab it.
13:29That's how you scale. Now, step three is
13:32control. That post ID goes into the one
13:34campaign control ad set. This is your
13:37stable environment. Proven ads, clean
13:41comparisons. You're not replacing
13:43winners. You're introducing contenders
13:46and letting them prove they belong
13:49amongst all of the other allstars,
13:51right? This is your unicorn squad,
13:53right? Step four is scale. If the asset
13:56holds up in the control and your
13:58campaign continues to look good, you can
14:00continue to increase the budget, not
14:02because your dashboard looks exciting,
14:04but because the system can support it
14:05and your bank account and business
14:07results have proven this is good for
14:08you. And if it doesn't hold up, nothing
14:11breaks. just turn off that single
14:13identified post ID because the flexible
14:15ad is still running. It's still
14:16learning. It's still feeding the system.
14:18And if it's still doing good enough, you
14:19don't turn it off. And that is the loop.
14:22You launch the flexible ad specifically
14:24to improve upon the weakest link of your
14:26control. You harvest the post ID. You
14:29introduce that into the control. And if
14:31the results continue to improve, you
14:32just add budget. No panic, no guesswork,
14:35no constant resets. just a system that
14:37gets stronger over time and makes the
14:40answer to the most important question
14:41which is can I spend more money yes more
14:44often than it is no. And if you can do
14:45that by even 5% three times a week, you
14:47can double your budget every single
14:48month. If there's one thing I really
14:51want you to take away from this, it's
14:53that you don't scale by working harder.
14:56You scale by building a better system
14:59that gives you more leverage. Flexible
15:02ads aren't a trick. They're
15:04infrastructure. They let learning stay
15:06shared. They let signals get clear. And
15:08they give you a way to test without
15:10constantly resetting your account. When
15:12you combine that with a clean process,
15:14flexible as the test, harvesting what's
15:16already winning, validating in the
15:17control environment and scaling only
15:19when all of that holds up, you stop
15:21guessing, you stop panicking, and you
15:23stop breaking things, and you start
15:25making a lot more money. The goal isn't
15:28perfect ads. The goal isn't to just win
15:30creative tests over and over again. The
15:31goal is to be able to answer one
15:32question with confidence. Can I spend
15:35more money tomorrow? If the answer is
15:37yes, you increase the budget. If the
15:39answer is no, you test deliberately
15:42until the answer is a yes. That's how
15:44the best advertisers grow. Not by
15:46chasing winners, but by building systems
15:48that win again and again. So, now that
15:50you know how 322 ads work, in this next
15:53video, I'm going to show you how to
15:54actually set up your creative test to
15:56scale your business. We're going to dive
15:58in deeper to the mechanics of everything
15:59so that you have the confidence and the
16:01decisions you're going to make. Don't
16:02forget to join Disruptor Academy down
16:04below so that you can understand how to
16:06build the one campaign method and do so
16:07much more. Plus, get my help in your ad
16:09account for free. All right, until next
16:11time, I'll see you on the internet. Bye.

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