hello everyone my name is Charlie Morgan and I am a partner at North flow Consulting we do social media marketing and digital marketing for gyms today I want to introduce you to a concept um that you must understand to effectively use Facebook adverts and if you don't understand this concept and if you don't quite see why it works and how it works and how it could work for your gym or personal training business then you are going to be leaving a lot of money on the table and potential revenue and this concept revolves around natural
selection and um that kind of field of thought within biology and you might be wondering well how does Facebook adverts relate to natural selection how how is there any sort of correlation between those two different things and it makes a lot of sense when you actually cons think about it when you actually consider it the thing that drives all of evolution is variation okay and that's the topic we're talking about today which is variation in your adverts now we speak with a lot of gym owners and we speak with a lot of people who run
businesses at all sorts of different levels of success and we speak with a lot of business owners and gym owners who run Facebook advertising campaigns and they usually come to us because it's not working and when somebody thinks that Facebook adverts aren't working they don't look at the full picture they don't they don't wonder why it's not working they just think that it's not going to work for their gym and this is a common problem that a lot of people run into they think no I've tried Facebook ads I've boosted a post before we did
a campaign with a guy in in India and it didn't work and it trust me when I say it works okay we've worked collectively with over 80 gyms and we've made this work for over 80 gyms and we've generated leads using Facebook ads on a day-to-day basis with over 80 gyms how have we done it well the key is variation okay you must treat your Facebook advertising campaign like a species okay at the top you've got your campaign and then you've got your adsets and then you've got your adverts okay your adsets are species okay
and you must have variation within these species to encourage evolution of of successful adsets and in Facebook ads terminology in um different fields of thought we consider this growing blue swans okay so natural selection as you might you may I hope you're familiar with it is when the environment selects a specific species and because that species has a certain type of trait or characteristic that is suited to the environment it's in it will survive and it will thrive in that environment other species which don't have certain traits and which don't have certain variation will die
off because variation drives Evolution so when you're running your adverts it's very important to have variation okay so you must understand that when you're running adverts and you've got multiple adsets across different campaigns if they are not varied you have given the environment nothing to select against and therefore you have no variation you cannot evolve if you cannot evolve you cannot adapt and you will die and that's looking at it at quite a high level and when you actually look at Facebook adverse well what does that mean what does that entail and how does that
actually relate to Facebook in any way shape or form Charlie what on Earth are you talking about well when you run your Facebook adverts campaign an advert is typically going to have three variables you've got your audience who you choose to Target you've got your message which revolves around your offer your copy and everything else in between and then you've got the image that you use alongside that so you've got audience you've got image and you've got message and this is what we call a string of DNA and it is your job as a marketer
to look at this from the perspective of a biologist and to think right which string of DNA is going to survive best in my environment so if you're running a gym let's say in New York okay the landscape that Facebook adverts the environment that Facebook adverts has set is going to be specific and only a certain string of DNA within certain adsets Will Survive that landscape so image message and then your inside of your message your offer and then your audience you've got those three things in alignment so what a what I see a lot
of people do when they run a Facebook advert campaign is they will put one image of their gym or whatever they'll have one piece of copy and one offer and they'll have one audience how much variation does that give the algorithm one one piece of variation the chances of you getting it right the first time are ridiculously slim and if you don't understand that you need variation then your advert campaigns are going to flop because what the algorithm is going to do is run that one image and message to that one audio and for the
first three or four days you may see massive success and then after a while the audience that you've running it to is going to is going to see the same advert over and over and over again they're going to get Banner blindness and they're going to die out and what you do when you introduce variation with multiple different adsets with different images different messages and different audiences is you give the algorithm room to breathe the the AL Facebook's algorithm is is basically like a natural selection machine and all it's doing is testing different DNA strings
of different variables and different adverts that you put together so if you go to the algorithm with five different adverts four different images for each advert and 30 or 60 different audiences now that's obviously a stretch if you're only in one location but you get my point if you go with loads of different audience interests loads of different images loads of different messages and offers you have given the algorithm so much to play with and we call this setting and governing initial conditions because in Facebook advertising the majority of the work that you do revolves
around setting up the campaign okay as Usain Bolt once said the race is won before it is run so when it comes to Facebook adverts the winning is done in the preparation the winning is done when you look at your DNA strings of image message and audience and you think what I need to hypothesize which I think is going to work best okay and then you Bas on that hypothesis of thinking right my audience is women 30 to 55 my message is um this is a free week only available for women 55 to 30 and
your image is a picture of women okay youthful women now a piece of variation you might want to introduce there is an image that might be of older women a piece of variation you might want to introduce There is five days for free instead of seven days for free or another piece of variation you might want to introduce is um this free trial is usually worth £100 compared to not actually saying that it's worth1 um you might want to change your audience from different ages there's your budget there's so much to play with and if
you don't understand the concept of of all of this and if you don't understand that you must give the algorithm room to to cultivate a species a successful species your campaign will die I guarantee if you run an advert to one audience with one image and one message it will work well for three or four days and it will then die and you'll then be thinking oh it worked well let me go and refresh the creative let me go and add do it again let me go and change the image no start off start with
the end in mind start with multiple variations of multiple adverts with multiple images and multiple audiences and let the algorithm do all the hard work for you I hope this makes some sense this is quite Advanced Facebook marketing training and understanding it has taken me a good 50 hours of just pure focus and thought and and training and coursework and stuff like that so the point isn't to completely understand it because that's our job okay and we've we've invested all the time and money into learning these techniques so that you don't really have to so
if you want to take advantage of our knowledge and if you want to really experience the benefits of working with us then just get in touch um North flow consulting.com but in the meantime just give some thought to this when was the last time that you did anything in your life and there was one strain of DNA you know it might be the gym let's say you're training to do a bulk okay now I'm going off on a bit of a tangent here but just to kind of put it into perspective if you go into
the gym with the mindset you want to do a bulk okay and you only have one exercise that you can do for each body part there's no variation your ex your your Plateau okay you will your Plateau you Pro you won't progress you'll get frustrated you'll get angry you'll get annoyed and it just won't work and the same thing happens with Facebook give it variation give it stuff to work with and you will see remarkable results over a period of time that is um considerably long so um I hope this video has brought some value
to you my name is Charlie Morgan with North flow Consulting I hope you have a fantastic day and if you want to find a little bit more information about how this all works and how we can help you just get in touch and someone will be happy to oblige
