Copy This Simple Meta Ads Strategy, It'll Blow Up Your Business — Transcript

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1. 0:00Every expert out there is telling you to test  more ads, more creative, more complexity,
2. 0:03more work. And I'm going to show you in  this video why that is the single biggest
3. 0:07reason your ad account isn't scaling right  now and what you should be doing instead.
4. 0:14Here's what's actually happening. When you launch  a new ad, that new ad starts with zero history
5. 0:19and zero data. So meta gives it the best possible  audience to learn from, your warmest, most engaged
6. 0:26people. just to build up enough signal to even  know what to do with it. And while all that's
7. 0:31happening, your existing ads aren't served to  that warm audience in the same way that they used
8. 0:35to be. So, their performance immediately looks  worse. Now, here is what most people get wrong
9. 0:40about this. They call it ad fatigue. But most  of the time, that's just not true. Every new ad
10. 0:46that gets launched is tested at the bottom of the  funnel, which can make any existing ad immediately
11. 0:51look worse by comparison. I want you to remember  that. And you can see this in your own ad account
12. 0:56right now. Look at the frequency of any new ad  in the first few days. A frequency of 1.6 means
13. 1:0260% of people saw that ad twice in a single day.  A frequency of 1.2 means only 20% of people are.
14. 1:08Meta is reaching the same one people over and  over while it figures out what to do with the
15. 1:12ad. And the more ads you launch, the bigger this  problem becomes. Then as the learning period ends,
16. 1:17spend goes up and frequency goes down. And that's  not the ad dying. That's the ad just moving up in
17. 1:22the funnel, reaching genuinely new people for the  first time. And this brings us to one of the most
18. 1:27common questions I hear from clients at my ad  agency and members of Disruptor Academy. Why do
19. 1:32my ads stop working after a few days? Now, you  know why. It's not that the ad stopped working.
20. 1:39It's that they pulled the best audience away from  everything else while they were learning. So,
21. 1:43they looked really good and now they're just  moving up the funnel. So, what happens next?
22. 1:47Operators see ads that appear to be dying and  they turn them off. And then the ads that they're
23. 1:51turning off are often the ones sitting higher in  the funnel. The ones that were actually building
24. 1:55the audience that made everything else work in  the first place. So now you are disproportionately
25. 2:00investing more and more money lower and lower  in the funnel chasing performance that is less
26. 2:06and less incremental. That's not a good thing.  Which of course makes everything worse. Again,
27. 2:12this is the doom cycle. And across over a billion  dollars in ad spend that I've managed working with
28. 2:17my own brands, my clients and students, this  is the single most common reason accounts stop
29. 2:22scaling. Not the algorithm, not the economy, not  the creative. This you end up day trading your ad
30. 2:29account, fighting to hold the line every single  week. And the harder you work, the more complex
31. 2:34your ad account gets and the worse everything  performs. Now, I know what you're thinking.
32. 2:39What about creative diversity? Don't I need to  keep testing? Creative diversity is not about
33. 2:45volume. What Meta needs is a higher confidence  way to deliver a more consistent, better
34. 2:51enduser experience. The more complicated your  ad account is, the harder that job becomes. So,
35. 2:57the less likely you are to reach the right people  and the more expensive every impression gets.
36. 3:03And this is all happening while you're spending  more and more at the bottom of the funnel, which
37. 3:06shrinks the volume of opportunity even further.  What Meta wants is the opposite of complexity.
38. 3:12It needs a small number of distinct ads, each  doing a specific job, so it can match the right
39. 3:18message to the right person at the right time  with confidence, not guesswork. And before I
40. 3:23show you exactly what that system looks like, I  need to show you one more thing about how Meta
41. 3:28actually scores every ad in your account.  Because once you see it, everything clicks.
42. 3:37Here is why this happens at the platform level.  On Instagram and Facebook, every single post,
43. 3:43paid or organic, is a web page on Meta's site  competing for attention in the feed. And every
44. 3:48piece of content has a score. Meta calls it the  estimated action rate. It is based on how likely
45. 3:55each person is to engage, click, and take actions  that matter to you. The higher the score, the
46. 4:00more people see your ad, and the less you pay. The  lower your score, the more every impression costs.
47. 4:05And that's really important because every new ad  starts at zero. And that single fact is the entire
48. 4:12reason the doom cycle exists. Meta isn't punishing  you. It's not broken. It is doing exactly what
49. 4:18it's designed to do. Finding the fastest path  to useful data. The problem isn't the platform.
50. 4:23The problem is the structure you're giving it to  work with. Every new ad launches at the bottom of
51. 4:28the funnel because that's where the best data  is. Bringing this back to creative diversity,
52. 4:32Alex Schultz, Meta CMO, has been very clear about  this. When Zuckerberg talks about personalization,
53. 4:37he's not talking about making a different ad  for every single person. He's talking about
54. 4:41the overall experience somebody gets across the  feed, across every touch point, paid and organic,
55. 4:46from every advertiser and creator. It's the  sequence of messaging. Personalization is a
56. 4:52delivery sequence problem, not a creative volume  problem. The system doesn't need more ads. It
57. 4:59needs better information. It needs to know which  message works for which person and in what order.
58. 5:05And the way you give it that information is  by keeping things simple. A small number of
59. 5:10distinct ads, each doing a specific job. So  Andromeda can sequence the right message to
60. 5:15the right person with confidence instead of  guessing across dozens of variables. And that
61. 5:21is what the system I'm going to show you today  is built to do. And it starts with just five ads.
62. 5:32So if the problem the average marketer is creating  is built around complexity and volume, the
63. 5:36solution to that problem has to be the opposite.  Simple, structured, every ad with a specific job.
64. 5:41This is the Olympic rings method. Five concepts,  five jobs, all deliberately connected. Ring one is
65. 5:50your first hello. It is an upperfunnel ad reaching  cold audiences with your first concept. one angle,
66. 5:56one way in, one reason to care. This could be a  UGC video, a founder video, or some bold claim.
67. 6:02Whatever your strongest opening concept is, how  do you get attention from a stranger? Ring two
68. 6:08is your second hello. Same job, reaching  cold audiences, but a completely different
69. 6:14concept, a different format, a different angle, a  different reason to care. The people who did not
70. 6:19respond to ring one might respond to ring two. And  ring three is your third hello. A third distinct
71. 6:26concept for the people who have not responded to  either of the first two. Maybe it's a testimonial.
72. 6:33Maybe it's a demonstration. The point is that  all three prospecting rings are doing the same
73. 6:39job starting the conversation, but doing it in  three completely different ways. Ring one, two,
74. 6:48and three are the hello. Ring four is the first  close. It is a lowerfunnel ad, a logical second
75. 6:56touch for the people who saw rings one and two.  The conversation has already started. Ring four
76. 7:01picks it up and moves them towards a decision.  Static images tend to work really well here.
77. 7:06You might build it around a direct offer or  handling some objections or introducing urgency.
78. 7:12And ring five is the second close. Same job as  ring four, but designed as a second touch for the
79. 7:17people who saw rings two and three. a different  warm audience, but the ad has the same objective.
80. 7:24Close the conversation. Those rings started.  Rings four, and five close the deal. To review,
81. 7:33rings 1, 2, and three are the hello. Rings four,  and five are the close. Now, here's what makes
82. 7:39this different from just running five random ads.  Every ring has a job. Every job is distinct. And
83. 7:45none of these rings are competing with each other  for the same audience because they are designed
84. 7:50to reach a different person at a different point  in the journey and in the sequence of messaging.
85. 7:55This is what real creative diversity looks like.  Not more ads, not more complexity, five concepts,
86. 8:02each doing a specific job working together as a  team. If you look at it, it's basically just two
87. 8:07funnels. Now, think of it this way. Messi is  one of the greatest footballers of all time,
88. 8:11but he does not win matches alone. The way you win  is by building a team of complimentary players.
89. 8:16Each one designed for a specific role, all pushing  towards the same goal. Meta works in the exact
90. 8:22same way. It does not reward the best individual  ad rewards the best system. Facebook ads are a
91. 8:27team sport. And right now, most accounts are not  running a system. They're running a collection of
92. 8:32individual ads, all competing to be the last touch  on any sale that happens. That is not a team. That
93. 8:39is not sustainable. that creates more problems  than it solves. Five ads, five jobs. That is the
94. 8:46foundation. But now the question becomes, how do  you actually build the ads that go in each ring?
95. 8:51How do you test them without creating the doom  cycle all over again? And that is where the 322
96. 8:57ad comes in. And I'm going to show you exactly  how to build one right now inside of Ads Manager.
97. 9:07So, this is where everything gets practical.  I'm inside ads manager right now and I'm going
98. 9:12to show you exactly how to build a 322 flexible  ad. The tool that lives inside of every ring of
99. 9:18the Olympic rings system. At the ad level,  instead of choosing a standard ad format,
100. 9:23you're going to choose flexible ad. This is  the format that replaced dynamic creatives and
101. 9:28it's where the entire 322 system lives. Three  creatives, two headlines, two primary texts.
102. 9:34322. First, the three creatives. These should be  three videos or three images, not a mix of both.
103. 9:41And all of the same format and all of the same  aspect ratio. We are asking meta to compare
104. 9:46like for like. If you mix formats inside of  one flexible ad, you are asking the system
105. 9:50to answer two different questions at the same  time. And that slows everything down. Next, two
106. 9:56primary texts. And these should be meaningfully  different. Different angles, different hooks,
107. 10:01different reasons to care. Not two versions of  the same idea with slightly different wording.
108. 10:06Two distinct ways of opening the conversation.  Then two headlines, meaningfully different. Again,
109. 10:12two distinct ways of framing the value, not  rewritten versions of the same line. Three
110. 10:18creatives, two primary texts, two headlines. What  you have just built is 12 possible combinations
111. 10:24inside one ad. One shared learning pool, one data  bucket, and spend as a meritocracy. The system
112. 10:31will put more budget behind the combinations  that create the best experience based on the
113. 10:36data it collects. No micromanagement. You give  it the inputs and it finds the best path. Now,
114. 10:43here's something that trips a lot of people  up. How do you read performance inside of a
115. 10:48flexible ad? Because you are running 12  combinations. That's essentially 12 ads,
116. 10:52not one. So, which one is winning? There are  three things you need to understand. First,
117. 10:56you will never see the performance of each  individual permutation. Each creative is
118. 11:01effectively four ads because it runs against two  headlines and two primary texts. Each headline or
119. 11:07primary text is effectively six ads. There's no  itemized breakdown. And that's by design. It's
120. 11:12not a bug. It's not a limitation. It's a feature.  Second, the 322 is the ad. You're not looking for
121. 11:19the winning permutation inside it. The flexible  ad as a whole is either performing well enough
122. 11:23to scale or it isn't. That's the only question  that matters. And third, unicorns make themselves
123. 11:28known. If one specific permutation inside of a  322 is dramatically outperforming everything else,
124. 11:34you will know, not from a dashboard,  but from your inbox, from your comments,
125. 11:40disproportionate engagement, overwhelming  reactions. You will not be able to miss it.
126. 11:46That is the harvest signal. And we will cover  exactly what to do with it when we get to the
127. 11:51full architecture in a little bit. Now, here is  the number that puts all of this into perspective.
128. 11:56Five total 322 ads gives you the creative  equivalent of 60 different ads, but consolidated
129. 12:03into just five data buckets instead of 60.  Exponentially better informed, exponentially
130. 12:07less chaotic because every signal is shared. Every  impression is informing the same pool of data and
131. 12:12the system is making smarter decisions faster  with every single impression. And if you want
132. 12:18the complete implementation guide for building the  system inside your own account, the exact setup,
133. 12:23the exact campaign structure, the exact process,  the creative strategy, everything, that is what
134. 12:28the premium tier of Disruptor Academy is built  for. Courses, live calls, and everything you're
135. 12:33going to need to know when you hit the problems  you don't even know are coming yet. And the link
136. 12:37is right down below. But right now, let me show  you what this actually looks like inside of a real
137. 12:42account. campaign level, adset level, ad level,  the full architecture for the very first time.
138. 12:53So, let me show you what this actually looks  like inside a real account. Not a concept,
139. 12:57not a framework, the actual structure,  campaign level, adset level, and ad level. So,
140. 13:02you can build this right away. This is Andromeda  1. One campaign, three adsets, and a process that
141. 13:08gets stronger every single week it runs. At the  campaign level, it is always a CBO, a campaign
142. 13:15budget optimization campaign, one campaign. And if  you've heard of [ __ ] adset budget optimization,
143. 13:21here's the simplest way to think about it. [ __ ]  is just a folder of one adset CBO campaigns. More
144. 13:27complexity for no additional benefit. We don't  use it. We don't want to work harder. We don't
145. 13:31want things to be more complex. We just want to  make more money. Now, inside of that one campaign,
146. 13:36that CBO Andromeda 1, you have three adsets. The  first is your control ads set. This is your stable
147. 13:43environment, your proven performers. And we're  just getting started building the Andromeda 1
148. 13:47system. You could use your existing top six to  eight currently running ads, whatever is working
149. 13:51right now. But over time, as the system matures,  this will evolve into a collection of unicorn
150. 13:57post IDs pulled from your best flexible ads. Four  to six proven winners covering all five Olympic
151. 14:02rings, all sitting together in one place. Think  of it as your all-star team. Every ad in this ad
152. 14:08set has already earned its place. Nothing gets in  here without proving it belong. The second ad set
153. 14:14is test ad set one. This is your first proving  ground 1322 ad. Its job is simple. Find something
154. 14:21better than was already in the control. The third  ad set is test ad set 2. Same job as test ad set
155. 14:28one 1322 ad, just a second proving ground running  in parallel so you can AB test. two clean places
156. 14:36for data to go. Each with its own learning path,  each with its own shot at potentially producing
157. 14:41the same unicorn. But this way, it's not does  this ad work? It's which one works better. So,
158. 14:47at the ad level, here's what the full account  actually looks like. Your control ad set has up
159. 14:52to six proven post IDs covering all five Olympic  rings. Test ad set one has one 322 flex ad, that's
160. 14:5912 combinations. And test ad set two has another  322 ad in it. That's another 12 combinations.
161. 15:05That's one campaign, three ad sets, and a maximum  of 24 active combinations across two ad sets that
162. 15:11are testing against your proving control. That's  simple. It's purposeful. It's the scientific
163. 15:17method, and it's damn near idiot proof. Now, one  note, if your account cannot get multiple adsets
164. 15:23out of the learning phase, collapse everything  into one adset with four to eight ads total.
165. 15:29The principle is exactly the same, just running  inside of one container instead of three. Cover
166. 15:34all five Olympic wings. Creative test to improve  upon the weakest link so you can always say yes
167. 15:39to the most important question, which is, "Can I  spend more money tomorrow?" This is the three-step
168. 15:44simple process for how this system actually  operates over time. Step one is your testing.
169. 15:50Your two test ads are running. Learning is shared  inside each 322. Your signals are getting clearer
170. 15:56and clearer every day. You're not touching  anything. You're not launching new ads. You're
171. 16:00letting the system do the job so your results  get more stable and better every single day.
172. 16:05Step two is harvest. And this is optional. Most  of the time you won't need it, but occasionally
173. 16:11every 3 or 4 months, if you're doing things right,  something extraordinary happens inside of one of
174. 16:15your 322 ad. Spend starts consolidating  around one very specific permutation.
175. 16:20And then you see it inside of your inbox in your  comments. One ad is getting a disproportionate
176. 16:25volume of engagement. overwhelming reactions. It  has become the alpha predator. When you see that,
177. 16:31spend concentrating on one specific permutation  plus disproportionate engagement. That's your
178. 16:36great white shark in the backyard pool. When  that happens, here's exactly what you do. You
179. 16:40go to your inbox, you find that ad, you click the  timestamp, and you copy the post ID from the URL.
180. 16:45Then go back into ads manager and paste it into  a new ad inside your control ad set. Done. Two
181. 16:50things to remember once you have done that.  First, don't turn off the 322. Pulling a post
182. 16:56ID and turning off a 322 ad are two completely  different decisions. The 322 ad is performing
183. 17:01well. That's why you're harvesting from it. You do  not turn off something that's working. And second,
184. 17:07don't expect the post ID to perform identically to  the full 322. Inside the 322 ad, it was one of 12
185. 17:13with the benefit of diversity and shared data.  As a standalone post ID and the control ad set,
186. 17:19it is just one player joining an all-star team.  it will contribute differently and that is normal
187. 17:25and expected. Now the part most people get  wrong when do you actually increase the budget
188. 17:31and by how much. This is step three scale.  Scaling does not depend on harvesting. If
189. 17:36your 322 ads alone are performing well enough,  you scale. You don't need to wait for a unicorn.
190. 17:42If the answer to one simple question is yes,  can I spend more money and be profitable? You
191. 17:47just increase the budget. So here's how to know  when to scale. And it's actually really simple.
192. 17:51Your campaign is performing better than your  target. If your target CPA is $50 and you're
193. 17:56coming in at a 45 over the last seven days,  you're 10% better than your target. In that case,
194. 18:02scale by 5% or less. Because even if that extra  spend produces zero additional conversions,
195. 18:08you're still below target. You get the upside of  all those additional impressions without risking
196. 18:12the efficiency that's already working. Your  budget changes happen at the campaign level,
197. 18:16not the adset level. This is not [ __ ] And when  you raise the budget by less than your average
198. 18:21cost per result, your cost per result will appear  to go up temporarily. That's not a problem. It's
199. 18:27math. You didn't add enough budget to generate  a new conversion. So, the average looks worse.
200. 18:32Give it time. It's working exactly as it should.  You do this a few times, you're just going to
201. 18:38get a lot more sales, and that efficiency will  come right back. This is the account most people
202. 18:42never build. Not because it's complicated. It's  actually the simplest account structure I have
203. 18:46ever seen produce consistent scalable results, but  because nobody ever showed them the whole thing in
204. 18:53one place. Now you've seen it. One campaign, three  adsets, a system that evolves, and a scaling rule
205. 18:59that removes the guesswork, and a harvesting  process that's a bonus, not a requirement.
206. 19:08Every account hits a point where performance drops  and the instinct is to do something. Launch new
207. 19:14ads, change the budget, rebuild everything. And  almost all of those instincts make things worse
208. 19:19because they reintroduce the complexity that  created the doom cycle in the first place.
209. 19:24Here's the only process you need. It's as simple  as two questions. Question number one, can I spend
210. 19:30more money and stay profitable right now? If  the answer is yes, do not touch anything else.
211. 19:35This is the most important rule in the whole  system. The single worst thing you could do when
212. 19:39the answer is yes is launch new ads, change the  structure, or start testing something new. If it's
213. 19:44working, let it work, scale the budget, and leave  everything else alone. If no, move on to question
214. 19:50two. Question two, which ring is getting the most  spend with the worst performance? You are looking
215. 19:55for one of two things. either an ad inside your  prospecting rings, that's ring one, two, or three,
216. 20:00that is consuming a disproportionate share  of spend while delivering the worst results,
217. 20:04or an ad set that is receiving the most spend  across all five rings, but performing the worst
218. 20:10relative to your target. That is your weakest  link. That is the thing you improve first.
219. 20:15And here's how you improve it. You don't rebuild  the whole account. You don't launch 10 new ideas.
220. 20:19You take that one underperforming ring and you  build new 322 ads specifically designed to do that
221. 20:26ring's job better and you run it in your test ad  set. That's it. It's one test on one ring. This is
222. 20:32the scientific method applied to your ad account.  You already know what each ring is supposed to do.
223. 20:38You already know what a good result looks like.  So when one ring isn't doing its job, the question
224. 20:43is never what should I try? The question is, what  specifically is this ring failing to do? And what
225. 20:50is one change that might fix it? Perhaps it's a  new hook or a different proof point or a stronger
226. 20:56offer in the close. One change, one test. Then you  watch what happens to spend. If the new 322 earns
227. 21:02spend away from the underperformer, it is doing  the job better. If it doesn't, you try the next
228. 21:07variable. The hardest part of this system isn't  building it. The hardest part is not touching it.
229. 21:12Most people kill these tests before the system  has a chance to work. And that is really the only
230. 21:19mistake you can make. Everything in this video,  the doom cycle, the Olympic rings, the 322, the
231. 21:24architecture, the diagnostic, it all comes back  to one simple question. Can I spend more money
232. 21:29tomorrow? If the answer is yes, you scale. If  the answer is no, you use this process until it's
233. 21:35a yes. Now, there is one level deeper than this  diagnostic, a full analytical framework called 4PI
234. 21:42analysis that I have dedicated videos on and that  we go deep on inside Disruptor Academy. But for
235. 21:48the vast majority of accounts, the two questions  you just saw will get you to a yes far more often
236. 21:53than anything else you can do. You now have the  complete system. The doom cycle explained. The
237. 21:59Olympic rings built 322 inside every ring. The  full Andromeda 1 architecture and the diagnostic
238. 22:04process to keep it running. Nobody has shown all  of this inside of a single video before. And the
239. 22:10reason I built it this way is simple. Simple  scales, complex fails. The more you simplify
240. 22:15your account, the better Meta can do its job. And  the better Meta can do its job, the more money
241. 22:20you make. And that's what we're all trying to do  here, isn't it? Can I spend more money tomorrow?
242. 22:25That is the only question that matters. Not your  rorowaz, not your CTR, not your hook rate, not
243. 22:31how many ads you launched this week, just that one  question. If the answer is yes, you are winning.
244. 22:36If the answer is no, you now have a system that  tells you exactly what to fix and exactly how to
245. 22:42fix it. Most advertisers will never build this.  Not because it's hard, but because nobody showed
246. 22:47them the whole thing in one place. The doom cycle  traps them. The complexity convinces them that the
247. 22:54answer is more. More ads, more testing, more work.  And the harder they work, the worse it gets. You
248. 22:59have seen a different way. Five rings, one tool,  one campaign. A system that gets stronger every
249. 23:06week it runs without the guesswork, without the  constant scramble to find the next winner. Now,
250. 23:12here's the honest truth. Watching this video is  the easy part. building inside of your account,
251. 23:16mapping your creative to the right rings, setting  up the architecture correctly, and knowing what to
252. 23:21do the first time performance drops. That is where  most people get stuck. And that is exactly what
253. 23:26the premium tier of Disruptor Academy is built  for. every course, every live call, every resource
254. 23:33you're going to need when you hit the problems you  don't even know are coming yet. The people inside
255. 23:38the premium tier are building the system right  now with support and feedback from me and with a
256. 23:43community of operators who are all doing the same  thing at every budget level. The link is in the
257. 23:47description. And if you're serious about building  this, that's probably where you want to go next.
258. 23:51And if the answer to that one question is already  a yes, the can I spend more money tomorrow,
259. 23:56just keep going. And if you want the step-by-step  guide to the three methods I use to scale ad
260. 24:01accounts to a,000 a day or 10,000 a day or even  a million a week, check this next video out.
261. 24:07[music]