hello everyone and welcome to this video my name is Charlie Morgan and I am a partner at North flow Consulting and today I'm going to discuss and explain some things to do with how the scientific method and methodology relates directly to Facebook adverts and while you must understand it and if you do not understand it um how you're going to lose money okay because that's what all that matters when it comes to Facebook advertising in our opinion is return on investment so how do we do this now there's a quote and it says that there's
no such thing as someone who is good at marketing only someone who is good at science and this quote kind of sums up my whole point that to do good at Facebook adverts you must understand the scientific process and the scientific process is basically how we conduct experiments and how we test different variables and if you've watched some of our content before you will know that we are um very keen on variation and exploring different variables and testing and you know it's almost like we see Facebook adverts as um as the laboratory and then each
adset is a test tube and inside of that test tube you got different variables and when you look at Facebook adverts this way it's very difficult to lose money because what you're really doing is you're conducting an experiment and if you conduct it in the right way and you give yourself enough budget and you have the expertise and you conduct it over a long period of time you will eventually find the answer and you will find the correct hypothesis and you can then use that hypothesis over and over and over again in different environments after
testing it so um how do we do this well we have to start with a hypothesis and we have to understand that for an experiment to begin we have to ask a question and in turn the question is how do I make money from Facebook adverts and and that's a question that a lot of people ask and it's a question a lot of people can't answer so you ask the question this is the scientific method okay you ask the question first following that you got to do some background research now if you have a business
and if you have customers and a product and you're serving that product to those customers on a daily basis you have what we call a proof of concept which basically means you have proven that this product can be sold to these people and if you've got that then you're one step ahead of everybody else on Facebook ads who doesn't really have a clue what they're doing and once you understand this if you're selling gym memberships to ladies in London then and and that's working and you've got plenty of members then you have a proof of
concept and you now know that that will work on the Facebook landscape you've just got a test to see what works um following this if you if you have got a proof of concept you must conduct a hypothesis and you might need way more than one hypothesis and it's always the case that you're actually going to need um quite a few different ones and BYO hypothesises hypotheses rather um we're actually hypothesizing what audience works with what message with the correct image and if you've watched the last video we released in January um just a few
days ago you you you will have seen the introduction to variation in Facebook ads and how that works so once you've got your hypothesis or hypotheses um you want plenty you want to be thinking right here's my hypothesis my hypothesis is I'm going to run a Facebook advert in London within a 5 m radius of my postcode I'm going to run it to ladies age 35 to 5 5 I'm going to run it to ladies who haven't been to the gym before this is my offer this is my message this is the image I'm using
and this is the copy that I'm using and if you put all that together you have now come up with a hypothesis now you've got to test that hypothesis and the only way you can really test it and the only way you can really know is by running the advert and giving Facebook money okay and a lot of people see a lot of people lose money on Facebook initially and then they give up before it actually get it's good because to make money in Facebook ads you kind of got to lose money in the first
place even doesn't have to be much money but you have to kind of take a hit to understand what works and then you can really go tenfold on what does work so if you come up with five or six different hypotheses and different angles and different images and different audiences and different products um you've got loads of these test tubes as adsets right and you're just pouring one into each other and you're seeing what works and eventually if you're good with numbers and if you can report on data and if you can have an analytical
mind as well as a creative mind you will have no issue in running successful advert campaigns um being able to read the numbers and looking it objectively taking all if you get emotional when it comes to Facebook adverts you might as well take your money and light it on fire because that and that is the exact equivalent of being emotional when you're looking at your numbers and your Facebook ads step away from the adverts look at the numbers them from an objective point of view and look at the tests look at the hypothesis is the
hypothesis true did this work did this not work and over time you're going to start to develop a group and you're going to start to come across different adsets that work and once these work you want to basically take them and then you want to make new hypothesis hypotheses hypotheses about these adverts and the adsets that you've already developed so you can start developing on adsets that have already been developed and we call that propagation and we call that dupc apption and that basically applies to biology um it's actually quite scary to see how much
of biology overlaps with Facebook adverts it's actually um it's actually quite interesting so once you have figured out what works um it's important to know that that will not work forever and the key to all Evolution whether it's in biology um or Facebook adverts is variation and you must continue to provide the to provide the algorithm with variation and new adsets and different stuff you've all must if you are running a Facebook advertising campaign and you're not testing one or two adverts every single day you will fail you it will not work it will work
for a short period of time might go well for two months if you're not testing if you haven't got this constant this constant science scientific mindset if you haven't got this mindset of of experimentation you might find what works and it might work really well for you and you could get a 10 times return on investment on a couple adverts okay and that's brilant but the only way that you're going to get there is by doing the experiment in the first place and let me tell you now these ads these ads that you're running that
could be getting you a 10 times return of investment they won't be doing that for a long period of time okay and and they and they can if you continue to add new variations just slightly change the age little bit of a different budget maybe a different image angle maybe just a tiny bit of copy change just micro variations otherwise they stay the same they go stale if there's no variation they will die okay and the algorithm will just slay them and that's not what you want but you've got to see Facebook adverts from the
perspective of a scientist okay just to come back to the point you your ads manager whatever you're using to manage your adverts is the laboratory okay and inside of this lab you've got adsets and you've got test tubes and you've got all this different apparatus that you can use to to cultivate and to grow this campaign and you're never done with it you really are never done it will it will be a constant effort e to keep testing and trying out new things and once you get into this mindset this this mindset of experimentation and
once you're willing to lose a bit of money to make a lot then you will succeed and then you're going to start to make a lot of money but until you're willing to experiment and until you're willing to have the humility to admit that you don't really know what works and take all of your ego out of the advertising and all of your ego out of it and just see it from the just see the because the numbers will not lie to you okay as long as you're reporting from reliable sources the numbers will not
lie so you could write what you think is the best advert you think you could use the best image with the best audence and you might think it will be brilliant and then it flops and you look at the numbers and you say oh God just Facebook's algorithm is just rubbish you know I'm I'm going to leave this running I'm going to get loads more clicks I know it's brilliant you're wrong the numbers are right and you are wrong if you think the numbers are wrong then you're wrong but anyway that's a tangent so um
this quick video is just to kind of give you some insight into to the mindset of experimentation and um as always this goes a lot deeper and you know how long has this been going on for now about 8 minutes or so 9 minutes and I can't explain all of this in nine or eight minutes and if you want to learn more about it we would be delighted to help you um we've been doing digital marketing campaigns for gyms and the fitness industry specifically for the past 18 months and um we've run we've run hundreds
if not probably thousands of tests in this industry so we've basic we we've got the phds if You' like in Fitness Marketing Online um so with that said I hope you all have a great day I hope you enjoy the rest of your day and if you're curious to learn more about what we do and how we can massively scale your gym and help you get massive results more leads customers sales memberships personal training clients anything that you want Facebook adverts will get you there but you've just got to know how to use it and
luckily for you we do but anyway take care of yourself have a good day and I will see you in the next video thank you very much
