YT YouTube2Text

YouTube2Text → Transcripts → How to Win with Facebook Ads in 2027 (DO THIS)

How to Win with Facebook Ads in 2027 (DO THIS) — Transcript

by Professor Charley T · 4,155 words · 641 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00Seems like everyone's got an elaborate
0:01strategy built around the latest hack,
0:03but nobody's talking about the easiest
0:05win on the board. In this video, I'm
0:07going to show you exactly what it is and
0:08exactly how to build it in your account
0:11today. So,
0:13here's what's happening. When you have a
0:15campaign for new customers, another for
0:17creative testing, another for scaling,
0:19retargeting, and retention, every one of
0:21those gets broken down again by
0:23audiences, interests, lookalikes, age
0:26brackets, cart abandoners, video
0:28viewers, and so much more. Your ad
0:30account ends up looking like a corporate
0:32org chart, and on the surface, it looks
0:35smart.
0:36Every department has a job, and every
0:39audience has a home, but that structure
0:42isn't doing what you think it is.
0:45A well-organized effort is actually
0:48splitting your data into a million
0:50different places. Meta learns from
0:53conversions and consistency. Facebook
0:56Ads is a programming language, and
0:59you're not prioritizing teaching the
1:01algorithm how to do the work for you.
1:03And as a result, none of your campaigns
1:05ever settle. Costs always get higher,
1:08and results become completely
1:09unreliable.
1:11And before you know it, your best ads
1:13seem to fatigue, and you start making
1:15decisions by looking at retroactive
1:17last-touch attribution data, and the
1:19choices that seem obvious actually
1:21compound the problem.
1:24Here's the part nobody talks about.
1:27Pull up every campaign you've run over
1:29the last 90 days, and sort by cost per
1:32purchase. Almost every time, the most
1:35efficient one isn't the newest interest
1:37stack. It isn't the latest hack. It's
1:40some version of retargeting. Showing
1:43your ads to people who already know who
1:45you are, and here's the problem with
1:48that. Most of the people in those
1:50audiences have already decided not to
1:54buy. You end up spending more time and
1:57on the people you've already lost, while
1:59the best audience in your account, the
2:01one that's actually driving the results,
2:04gets buried under all of it. And this
2:08brings me to one of the most common
2:09questions I get asked, why does it feel
2:12like the more I build and the harder I
2:14work, the worse my account gets? Now you
2:17know why. It isn't that you're not
2:20working hard enough. It's that you're
2:22working harder than you should in places
2:25you shouldn't.
2:27Across more than a billion dollars in ad
2:29spend, my own brands, my clients, my
2:31students, this is one of the most common
2:34reasons accounts stop growing.
2:37It's not bad creative, it's not the
2:39algorithm, it's not the economy, it's
2:41this.
2:43You end up in org chart death.
2:46Now,
2:47I know what you're thinking. Don't we
2:49need marketing for all of the stages of
2:51the funnel, top, middle, and bottom? The
2:53answer is no, not anymore. Meta's
2:57already sequencing ads to people based
2:59on where they are in the funnel and
3:01their level of intent. The fix isn't a
3:04more clever campaign or a more detailed
3:07audience split. The fix is the easiest
3:10win on the board and it's been sitting
3:12in your account this whole time. Before
3:14I show you exactly what it is, I need to
3:17show you the one thing about how Meta
3:19prices every impression you buy. Because
3:21once you see it, everything else I show
3:23you in this video is going to click.
3:30Here's how it works. Every post on
3:32Facebook and Instagram, paid or organic,
3:34is competing for retention in the feed.
3:37And every post has a score that Meta
3:39calls the estimated action rate.
3:43What is more likely to create a lean in
3:45experience, and that's the technical
3:47term, quite literally, what's going to
3:49take from a passive scrolling to like,
3:51oh, what's this?
3:53Where you lean forward and look at your
3:55phone, giving people thumb-stopping
3:57content, and your score goes up, and
4:00your costs come down. Hammer people with
4:02an ad they've already ignored, and your
4:05score goes down while your costs go up.
4:07Now, here's why that matters. Cold
4:09audiences, the people who don't know
4:11you, see your ads less often, and they
4:13only see the ads with a high score. You
4:16can see this in your account right now.
4:19The frequency against your upper-funnel
4:21audiences is always lower than
4:23everything else. There's more supply
4:26than demand at the top of the funnel,
4:28which means CPMs are lower. But, you're
4:31reaching a colder audience. Warm
4:33audiences, the people who already know
4:35you, cost more per thousand impressions.
4:38That's the price of premium inventory.
4:42But, the important thing isn't the price
4:44of the impression. The important thing
4:47is what that impression has to do.
4:50A stranger has to learn who you are,
4:52what problem you solve, and why they
4:54should trust you before they'll ever
4:56think about buying. You pay for all of
5:00that. That is the trust and authority
5:04cost. For cold audiences, you're paying
5:06that cost on every single person,
5:08whether they have intent to buy from you
5:10or not, and that tax is what makes those
5:12ads more expensive to convert. But, for
5:15warm audiences, that cost has already
5:18been paid, either with your money or
5:20their time.
5:22Your ad doesn't have to introduce you.
5:24It doesn't have to build belief from
5:26scratch, which is why the cost per
5:28acquisition on a warm audience is
5:30meaningfully lower.
5:32The results you're looking for don't
5:34come from the illusion of control that
5:37micromanaging the balance of cold and
5:40warm audiences gives you.
5:42They come from training Andromeda to
5:45optimize the balance based on your
5:48definition of success. And that's
5:50exactly what I'm going to show you how
5:52to do today. And it starts as simply as
5:55choosing one of three options.
6:02So, if the problem is complexity and
6:03micromanagement, the solution has to be
6:06the exact opposite, simple and
6:08strategic.
6:10And that brings us to the most important
6:12choice you have to make, and it's
6:13actually really easy. If you're willing
6:16to admit that your frequency will never
6:18be 1.00, then we don't really have
6:21audiences. We only have various stages
6:24of warm. And that gives us three
6:27options. Option number one is customer
6:30journey optimization, and here's the
6:31thing, Andromeda is already doing it for
6:34you. Even in broad targeting, age,
6:37gender, and location with no exclusions
6:39or 100, the world's most powerful AI at
6:42the single task of conditioning human
6:44behavior is taking trillions of data
6:47points from billions of people over two
6:48decades to figure out the right sequence
6:51of ads for each person on its own.
6:53Retargeting happens naturally as part of
6:57delivery. But if your ads are any good,
6:59the majority of your money is spent at
7:01the top of the funnel, reaching the
7:03people furthest away from the sale who
7:06are just starting their customer
7:08journey.
7:09And with the simple 4PI analysis, you
7:11can see exactly where every ad sits in
7:13the funnel, and I'll show you how to do
7:15that in a little bit. Option two is
7:18funnel-based retargeting. Card
7:20abandoners, page viewers, previous
7:22customers who opened some email. Each
7:25one in its own ad set. Before 2018,
7:29before advanced matching, before the
7:31power five, back when Facebook was
7:33basically just a fancy version of Google
7:36Display, this made sense. Someone showed
7:40intent, so you stayed in front of them.
7:43But, that was nearly a decade ago when
7:46your iPhone still had a circle button on
7:48the front of it. And remember, these
7:51people already said no. They decided not
7:55to buy, or they've already bought from
7:56your competitor. If you can convert 2%
8:00of this audience, you are elite, which
8:02means that you are spending a lot of
8:04money to annoy 98% of the most expensive
8:09audience you will ever reach. tanks your
8:11estimated action rate and spikes your
8:13CPMs across the entire account, because
8:15they don't want to see your ads. Plus,
8:17the people who were going to buy were
8:18probably going to do it anyway. And
8:20you're showing them ads on Google and
8:22sending them a ton of emails, so your
8:23ROAS looks great, but the incrementality
8:26of that spend is basically zero. Which
8:28brings us to option three. And that is
8:31broad retargeting. And this is the one
8:34nobody is using.
8:36Broad retargeting isn't about finding
8:38the people who almost bought, but said
8:40no.
8:41It's about reaching everyone who knows
8:43who you are and hasn't made a decision
8:46yet.
8:47It's the choice to leverage everyone
8:49who's already paid the trust and
8:51authority tax.
8:53Some are problem aware, others are
8:55solution aware, and some are even offer
8:58aware, but they haven't made a choice.
9:00The whole funnel exists in this
9:03audience. And because they already know
9:06who you are, the low frequency upper
9:08funnel ads here aren't the equivalent of
9:11you trying to stop strangers on the
9:13street and beg for money like you see in
9:15normal prospecting campaigns. Option
9:17number one is efficiency at scale, and
9:21it's awesome if you have specific luxury
9:23problems. Option two is all but
9:25obsolete, almost nostalgic like MySpace
9:28or home phone. Option three is the
9:31easiest win on the board, and until it
9:33is not enough, it doesn't make sense to
9:35do anything else. It's the foundation.
9:39In a little bit, I'll show you some
9:40real-world case studies where we did
9:42straight-up head-to-head accounts set up
9:45with different swim lanes for new
9:47customers, retention, retargeting, and
9:49all that mess versus doing it this way.
9:52But right now, let's get practical. I'm
9:54going to show you how to set this up in
9:56your Ads Manager, the best ads to use,
9:58and how to troubleshoot and scale it.
10:04Before we get started, I want to set
10:06three clear expectations. One, the
10:10creative strategy for this style of
10:12campaign is slightly different, and
10:14we're going to cover that in a minute.
10:16Two, this is a strategy that's optimal
10:19for people who don't need a thousand
10:21sales a day to be successful or that
10:23have a really big audience. And three,
10:26the biggest shifts are actually really
10:28simple.
10:29So, let's start with the biggest one,
10:32and that is the audience.
10:34Funnel-based retargeting is all about
10:36someone who showed intent and didn't
10:38follow through. Broad retargeting is
10:40about various levels of warm. We're
10:43going to go after three primary
10:45audiences, and these are the three I use
10:48every single time: website visitors,
10:52Instagram engagers, and Facebook page
10:55engagers. And one quick note, you'll
10:57notice I'm not including followers. And
11:01this is something that has evolved over
11:03the years. Followers of accounts is very
11:06different from engagers of accounts. The
11:10algorithms of Instagram, Facebook,
11:13TikTok, YouTube, everything is way more
11:16about discovery than loyalty.
11:19Odds are you follow way more accounts
11:22than you actually see content from.
11:24Over the last three or four years, the
11:26value of a follower audience, just like
11:28the value of a YouTube subscriber, has
11:31dropped dramatically.
11:33What actually matters is the people who
11:36care enough to engage.
11:39If a follower is engaging with your
11:40content, they'll be in the engagers
11:43anyway. If a follower is ignoring you,
11:45leaving them out serves as a natural
11:48exclusion of dead traffic. You'll notice
11:51all of these are set to 30 days, and
11:53that is a deliberate choice. It's the
11:55baseline. If I want to scale volume
11:58because my efficiency is good, I extend
12:00the timeline with a 90-day or 180-day
12:03audience. If I need to tighten
12:05efficiency, I make it 14 days or even
12:07seven. That singular control is all we
12:11need to train the machine to find the
12:12right balance between warm and cold.
12:16Making the time window shorter scales
12:18efficiency. Making it longer scales
12:21volume. Your job is to find the right
12:24temperature. Win where you can and
12:27adjust when necessary. In The Art of
12:29War, Sun Tzu taught two principles that
12:32apply directly here. First, avoid
12:35unnecessary conflict. You don't need to
12:37go colder than necessary based on how
12:40many sales you need to be successful.
12:42And second, win first, fight later.
12:46We're only fighting the battles we can
12:47win, which means we're not wasting
12:49resources trying to convince people who
12:51already said no to change their mind.
12:54That's funnel-based retargeting, and I
12:55don't care what the return on ad spend
12:57is there. The bank account and your CPMs
13:00will always say that's a bad idea. Now,
13:03the campaign itself. This is a CBO
13:07campaign. We're pointing all of our ads
13:09at our hero offer. Objective is sales.
13:12We're optimizing for purchase and
13:14specifically
13:15for the purchase of the thing we're
13:17actually trying to sell. Success is not
13:21how many times we run the credit card.
13:22Success is how many times we sell the
13:24hero offer.
13:26You need a custom conversion event set
13:27up for that specific offer. And here's
13:30how you set it up.
13:32This creates a subdivision of purchases
13:34based on the content or product ID. That
13:37way, it's not just purchases. It's how
13:40many of those purchases are the thing
13:43you're trying to sell. Believe it or
13:44not, you could have over 50% of the
13:46sales coming from your ads not be the
13:49thing you are promoting. If you pull up
13:52your ad account right now, you'll see
13:53that the AOV changes every single day
13:55across every single ad and every single
13:57campaign because you're selling
13:58different things to different people.
14:00And the thing that matters most isn't
14:02being tracked at all. Going back to Sun
14:05Tzu, you're engaging in hand-to-hand
14:08combat and never gaining ground.
14:11You want your hero offer to be over 50%
14:14of the sales you make from your ads, so
14:16the machine gets trained to focus on
14:18that customer. Andromeda is built to
14:21maintain homeostasis.
14:23Whatever happens most often is what it
14:25tries to make happen more often. It's a
14:28programming language. Your job is to
14:31define success and then make sure it
14:33happens more often than anything else.
14:36We're putting all of these audiences
14:37into one ad set. The audiences aren't
14:40the various levels of warm, the timeline
14:43is. We don't treat site traffic and
14:45Instagram engagers as separate. We treat
14:487-day and 6-months as separate. And I
14:52never exclude buyers. If somebody's
14:54already bought and they're not going to
14:56positively engage with an ad to try to
14:58get them to buy again, it would be
15:00completely antithetical to Facebook's
15:02business model to show them that ad. The
15:04machine will naturally exclude them
15:05because it's a bad experience. Meta is
15:09not in the business of wasting your
15:11money to annoy their users. That doesn't
15:13make any sense. If your argument is, "I
15:16only have one product and people never
15:18buy again." The reason you're going to
15:20fail has nothing to do with exclusions
15:23or audiences or ad format. It's because
15:26you don't have a business.
15:29One product makes you a salesperson.
15:32A business is built on cash flow and
15:35repeat customers. And there's a very big
15:38difference between those two things. If
15:41you don't have a business, don't run
15:44Facebook ads. You should be on Amazon or
15:46Google. So now that we understand how to
15:48set this campaign up and why it works,
15:51we need to talk about creative strategy
15:53because the ads work here differently
15:56and your strategy needs to adjust.
16:02The creative strategy for people who've
16:04already paid the trust and authority
16:06cost is very different from what works
16:08in a typical prospecting or retargeting
16:11campaign. It really comes down to four
16:14content styles. Let's break them down
16:17one by one. Content type number one is
16:20the product demonstration video. These
16:23are excellent for closing the
16:25credibility gap. Remember, they already
16:27trust you. You already have authority in
16:30their space, but they might not fully
16:33understand the offer and this overcomes
16:37that. And as a video format, these tend
16:40to sit higher in the funnel, which means
16:42they're doing the work of warming people
16:44up to the specific thing that you're
16:46selling, not to you as a brand. That
16:49part is already done. The counterpoint
16:52to that is the customer review static.
16:55These weaponize social proof. They
16:58leverage the trust that other people
17:00have proven that you are worthy of. And
17:03it's not just about five stars. Really
17:06good testimonials overcome objections.
17:09Whether it's about size and fit,
17:11customer service, delivery time, or
17:13durability, claims you can't make in
17:16your own ad can be made by your
17:19customers. Having it in their words as
17:21the reason for the review is infinitely
17:24more powerful than you trying to tell
17:26somebody else what they should think.
17:28Content type three is the direct
17:30response static with urgency or
17:33scarcity. These are the ads that are
17:35meant to motivate somebody to act right
17:37now. They sit lower in your funnel and
17:41they scale efficiency better than
17:43anything else in this stack. And lastly,
17:46the long-form mini VSL. Ideally scripted
17:49to address objections systematically.
17:52You'd be surprised how often ads that
17:54are 3 minutes, 8 minutes, or longer
17:55absolutely crush in this context.
17:59Because remember, these people already
18:02trust you. You already have authority.
18:06You being there has already earned their
18:09attention. You just have to make that
18:11attention worthwhile.
18:13The creative's job in broad retargeting
18:16is to close the sale. The ad picks up
18:20the conversation where your content and
18:22the relationship with that warm audience
18:23left off. And that is the build. One
18:26campaign, one ad set, and four content
18:28types. My recommendation is to
18:30exclusively run 322 ads for each content
18:33type and launch two of each so you can
18:35AB test each execution. There's an
18:38optimization strategy for this that
18:40we'll cover when we get to 4PI in a
18:43little bit. Right now, I want to remind
18:46you of something very important. The
18:48agency bros who taught you the complex
18:50strategy, their goals are not your
18:53goals. Your goal is to get enough sales
18:56to invest more money in your ads so you
18:59can scale the volume of profit in your
19:00business, pay yourself, grow, hire
19:02people, provide for your family, and
19:04gain independence. Their goal is to make
19:07the report look good enough so you don't
19:08fire them. Their goal has nothing to do
19:12with your success. So, with that in
19:14mind, here are two ad accounts. One
19:17being run their way and the other run
19:20the way that I'm showing you. There are
19:21three big things that I want you to pay
19:24attention to. First, these ad accounts
19:27promote the same offers for the same
19:29businesses. They were started at the
19:31same time with the same budget, but they
19:32ended at very different levels of scale.
19:37Two, their ad account took a couple of
19:40hours a day to manage and they launched
19:42dozens of new ads every week. And third,
19:45something that is harder to show you
19:47here, but the day-over-day,
19:49week-over-week stability of these ad
19:52accounts is incomparable.
19:54They would have really good days after
19:56they launched other ads and then it
19:57would tank. It just went up and down and
20:00up and down and was completely
20:03unreliable. They just worked harder and
20:05harder and harder launching more and
20:07more ads just to keep it working. What
20:10we did worked early, lost a little bit
20:12of ground, and then just got
20:14progressively better. We were
20:15directionally improving on a consistent
20:17basis and as it did, the budget was
20:19raised. You raise the budget, you lose a
20:22little bit of efficiency, but we were
20:24essentially able to automate the budget
20:25going up and just keep the profitability
20:27per sale within a little window and as
20:29we got more transactions, we just made
20:31more money.
20:36The campaign is running. Now, you need
20:38to know whether it's working and what to
20:41do when it isn't. That's what 4PI is
20:43for. The four performance indicators
20:45tell you exactly how Meta is using your
20:48ads. Meta is not a black box at all and
20:51this is what the dashboard looks like.
20:53The first performance indicator is
20:55spend. This tells you how much the
20:57machine is investing in each ad. Spend
21:00is earned, not allocated. So, before you
21:04look at anything else, look at where the
21:06spend is going. Where does the machine
21:10want to invest? Remember, Meta is
21:12investing to meet their business
21:14objective of giving their users a good
21:16experience on the platform. If your goal
21:18isn't aligned with their goal, you are
21:21going to lose and just going to work
21:23harder and harder and harder until the
21:24day you give up. The second performance
21:26indicator is frequency. This tells you
21:29where in the funnel an ad is being used
21:32by the machine. Not frequency by week or
21:34by month, but the day-to-day
21:37frequency.
21:38The lower the frequency, the higher the
21:40ad is in the funnel. A daily frequency
21:43of 1.05 means roughly 5% of people saw
21:45that ad twice in a single day. Now,
21:49here's where warm audiences can be
21:51misread.
21:53A broad retargeting campaign is likely
21:55to have a higher daily frequency than an
21:58open prospecting one.
22:00But, it's relative to your own account.
22:04When you're looking at your account, ask
22:07yourself, what is the average daily
22:09frequency across everything? Anything
22:12below that average is upper funnel.
22:14Anything above it is lower in the
22:16funnel. That's the only comparison that
22:19matters. Mid-funnel is a myth.
22:21Performance indicator number three is
22:23CPM.
22:24This is the price of inventory and
22:26really the quality of the experience. On
22:29a warm audience, it's going to be higher
22:31than average and we covered why earlier.
22:34What you're watching for is a high CPM
22:37paired with a weak result. That is a bad
22:41ad. And performance indicator number
22:42four is efficiency, cost per purchase or
22:45whatever you're optimizing for. Any ad
22:47with a frequency and CPM above your
22:49baseline needs to have a CPA below it.
22:52If you're spending money to hit warm
22:54people more often and still can't make a
22:56sale, it's a bad retargeting ad. And
22:58always add GPT alongside these four.
23:01That's AOV minus CPA. It's the profit
23:03per transaction on every sale. And
23:05here's how to build it. The AOV is a
23:07good indicator of customer quality.
23:10An ad with a below average CPA and an
23:13above average AOV is buying you better
23:16customers more efficiently.
23:19Any ad where that's not true is wasting
23:21money to buy people who aren't worth
23:24buying.
23:25Now,
23:27here is where you use all of this.
23:30Optimization comes down to a simple
23:34three-part
23:36process. Step one, can you spend more
23:39money right now and still be profitable?
23:41If the answer is yes, raise the budget.
23:43Go straight to scaling. That's it. Don't
23:45touch anything else.
23:48Step two, if the answer is no to step
23:50one, sort your ads by spend. Find any ad
23:53spending at least 10% but no more than
23:5540% of the budget where the CPA is above
23:58average and the GPT is below. Remove it.
24:01That ad is buying bad customers at an
24:04above average price. The moment you
24:06remove it, your unit economics get
24:08better. You've cost average your
24:10profitability up with a single click.
24:13And the 40% ceiling really matters.
24:15Anything above that will completely
24:17change how the campaign performs. So, we
24:20don't touch it.
24:22And step three, if you can't raise the
24:23budget and there's nothing to remove,
24:25only then do we launch new ads. You
24:29should know by now whether you have an
24:31upper funnel problem or a lower funnel
24:33problem. So, launch one strategic 322
24:36split test, meaning two 322 ads of the
24:39specific content type that addresses the
24:42problem you have, either to scale volume
24:45or scale efficiency. If that ad earns
24:47spend and performance gets good enough
24:48to increase the budget, it's a winner.
24:50Any other outcome is a loss, plain and
24:53simple. Can I spend more money tomorrow?
24:55That's the only question that matters. I
24:58don't care about your ROAS. It's not
24:59about how many campaigns you have. It's
25:01not about your creative hit rate. It's
25:03just that one question. And most
25:05advertisers will never build this
25:07campaign. Not because it's hard, but
25:09because everybody told them the answer
25:11was to get more complicated, more
25:13segments, more exclusions, more ads. And
25:15the harder they worked at it, the more
25:17they kept losing.
25:18Today, I've shown you a different way.
25:20This is how you win at Facebook. Start
25:23here. Until this isn't enough, you don't
25:25need to do anything else. Now, here's
25:27the honest truth. Watching this video is
25:29the easy part. Building it in your own
25:30account, picking the right creative,
25:32reading the 4 PI, knowing what to do the
25:34first time the CPA moves. That's where
25:36most people get stuck. And that's
25:38exactly what the premium tier of the
25:39Disruptor Academy is built for. Every
25:41course, every live call, and a community
25:43of operators running this at every
25:45budget level. The link is in the
25:47description down below. And if you want
25:49to know what to do when you max this
25:50out, that is exactly what this next
25:52video is all about.

About this transcript

This page contains the full transcript of How to Win with Facebook Ads in 2027 (DO THIS) by Professor Charley T, generated from the public captions YouTube serves with the video. The transcript has 4,155 words across 641 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to translate the transcript into 100+ languages.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, translation to 100+ languages, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.