3 Steps to Meta Ad Scaling Success

It's show time all right hey everybody Welcome this is going to be super fun we're going to break down three steps to successful scaling for your meta ads and honestly your business these are honestly some stuff that either people don't know or they do know and they're not telling you but we're going to break down three very fundamental things that honestly I'm just not seeing anybody else talk about and hopefully more than Anything what you're going to find is a new way of thinking about what you're doing in a way that'll make making money a

lot easier and we've got some very special announcements first off this Wednesday for free we're doing a webinar disruptors school.com metam weinar check it out we're launching disruptor Academy there's a bunch of fun stuff to check out sign up there it is 100% free we're going to be actually breaking down a lot of what we talk about today in extreme Detail um I wanted to try to do this in a few different ways and I felt like the absolute best way was doing it as a webinar so we could have a lot of back and

forth instead of just making another YouTube course where I have to answer questions and comments and then do all the stuff we're gonna have a fullon like Workshop like Power Hour Master Class session it's gonna be more than an hour probably but anyway this is gonna be super fun so check it out disrupt School.com metam weinar this will be huge all right now like we do every week what we're going to do is answer all of your questions from the day and we're also going to go into the community on YouTube studio and we're going

to break down all of your questions from the week we launched a bunch of great videos this week there is the DPA Master Class to we did Dan pantella from marpipe and if you are running anything on catalog ads then that is mandatory viewing we also Launched uh another great course video um we've been launching these shorter course videos trying to make them easier for you guys to understand how to un how to focus on your budget and campaign planning so you can maximize the money that you spend and with that being said we're going

to break down secrets to scale today three simple steps to make sure that your meta ads are successful as possible to change the way you think about running your ads with that being Said let's get started I'm going to roll the intro let me know where you're from let's go everything is going extremely well and [Music] now Showtime [Applause] [Music] little Charlie gr down here was just like headbanging and stff super fun all right so first thing we're going to do today once again reminder for free Disruptor school.com metam Master webinar it's in the description

of this video uh go there it's 100% free 100% free sign up we're going to try to make this thing as big as possible and uh if it's a big success believe me we got bigger plans but we are rolling out a whole bunch of stuff now all that to be said let's get into it so we're gonna break down the first step that just nobody's talking about we're gonna break that down right now then get To some of your questions if you have any questions you want us to address today throw them into the

chat and now let's get started so first thing we get into today first step that I want you to start looking at when it comes to your meta ads is I want you to start to look at your actual gross profit per transaction now one of the sexiest things that people do is well we're going to run cost caps get sales for as cheap as possible and then maybe we're Also going to do cro to raise aobs and all this other stuff you got to understand that this that that two ads going to the same

landing page are going to have different average order values and that's going to happen for three reasons number one first off just because your ad exists doesn't mean that the product that people are buying like McDonald's pushes out the Big Mac but you might go to get yourself a milkshake and Fries the point is that people don't Always necessarily buy what it is that you're selling when what you're selling might be your hero product or something sexy just bring them into the store so you got to understand if you were to add average order value

is a custom column in your Facebook ad dashboard your ads are all going to have completely different values now what really matters is the gap between aov and CPA of course there's LTV and all that other fun stuff Too but the gap between between aov and CPA okay honey here you go what we also call gross profit per transaction we can begin to start focusing on that which is an incredibly important number because all it puts in the CPA the Raz the a it puts it into context you're gonna have to start tracking these things

now this is something that we talked about a couple weeks ago inside the Facebook ads NBA program inside disruptor School inter circle shout out to the Inner Circle right now we are getting people to basically join almost every single day on the new offer three months 25 200 bucks comes with two Consulting hours it has been an incredible Boon uh and I'm stoked for our call next week about uh in there and all this stuff like just we dive into ad accounts do all sorts of fun things anyway bottom line let's not get that today

today's big value is the meta Master webinar 100% free just join that all that to be said getting down to The next bit what we want to do is basically make a custom column in our dashboard called gross profit per transaction and this is going to tell us the gap between our average order value and a cost per purchase now why does this matter well because not all money is CR equal and not all money costs the same and this is what really matters I for instance was breaking down a brand earlier this week and

we they they had they were selling multiple Products inside of a campaign which we shouldn't do but whatever um and they were a clothing company and they had jeans and t-shirts and and overshirts and all sorts of fun stuff um now if you would optimize towards CPA and run a cost cap the ad where with the lowest cost per purchase is going to get to sale or going to get to spend right now here's the problem Those ads overwhelmingly also have a higher CPM and a higher frequency the Reason that they're super efficient is because

Facebook is using them further down the funnel and we'll get to a bit more of that here in a little bit but also Those ads may or may not be buying the best customer now if you for instance are selling a product for 50 bucks and your ads with a higher CPM higher frequency that don't get enough budget you try to scale and then they always break but they're the ones the cost cap spend on let's say they make a Sale for 35 well you made $15 gross profit per transaction on that sale now what

if there was another rad that cost 40 or 45 to make the sale but it never got to spend in the cost cap because the cost was more expensive and you optimize out of it because it was above average on cost but what if the aov on that was say $75 because those people overwhelmingly took an upsell what that means Is you are making 15 bucks the 50us 35 instead of making $30 the 70 - 40 or 75 - 45 at $10 more per transaction you could be making twice as much gross profit if you're

starting to look at your business as the ability to acquire cash flow you're going to stop looking at it as low CPA equals success low CPA sure it's a thing but it's not actually what matters and and one of the things we're Going to get into in the metam webinar but we just don't have time here is understanding what parts of your business you're actually going to be amplifying are you looking for a cash flow device where you're willing to take less money because in this case let's say somebody that buys the three pack of

t-shirts is really like those people overwhelmingly come back in the next month and buy two more sets of it and like the LTV on that is phenomenal great You don't need to get those people to take the bundle right up early because you know you're buying as many people more likely to buy a second time that's a cash flow device there's also a volume of transactions device where you're just reducing your Blended CPA that's a situation where yeah CPA really matters and honestly in that situation cost caps aren't nearly as good or Advantage Plus maybe

as as catalog ads you should Probably be you should probably be figuring out the most effective way to generate the highest volume of sales and fun fact when you focus on CPA and you start focusing on these agile higher frequencies and higher cpms you're reaching fewer people and what that does more than anything when you scale them up is it gives you less new email addresses less Google searches less Amazon sales you are making Facebook more effective to in a way that Ultimately starves the rest of the business obvious see people make Facebook ads so

good they went out of business okay sweetheart there you go so you have to start to understand unit economics of the way that your business works and almost always lowering your CPA is a path to destroying your brand if that's your kpi not the lower CPAs are bad but that's not equivalent to money lower CPAs doesn't mean you're making more money lower attributed CPAs Generally means that you're you're you're you're saying success is getting less incremental sales by letting Facebook also take credit for a sale that happens on Google and email and then trying to

take as much volume from Google email and email as possible okay sweetheart come here and the reason that this is really important that you need to be focused on this is let's say for instance you have one ad at a $20 CPM and a 1.1 Frequency and you have another ad at a $30 CPM and a 1.5 frequency One of Those ads is reaching exponentially more people right 1.1 frequency versus 1.5 semi dollar spent one of them is reaching fewer people more often right five times as often you're reaching a small group of people and

that one is also more expensive so not only are you reaching fewer people more often but it costs you more money to get those Impressions meaning that ultimately that Ad should be more efficient but what really matters for your bottom line is that it also means you're providing way less incremental LIF to all of your other marketing channels if you're reaching far fewer people and the people that you reach are also more likely to buy anyway your Facebook ads can look amazing and you'll never be able to scale your business you're going to be focusing

on the wrong things and literally nobody else is talking about This stuff because honestly again they don't give a damn about you they don't give a [ __ ] about your bottom line it's really sexy to tell somebody how they can spend money at a low CPA it's a completely less sexy thing on like the surface level to tell somebody how they can build a successful business but there's a big difference between somebody who can spend a million dollars on Facebook and somebody who can put a million dollars in profit in your bank Account every

month these are the kinds of things I want you to start focusing on these are the kinds of things that actually really really really matter and then the other side of what you should be looking at inside your rat account when we're talking about the three different ways of making money is um profit volume devices and this is where understanding that gross profit per transaction really helps if you have An item where the CPA is $20 higher let's say from instead of 20 bucks let's say instead of 20 a $30 CPA it's a $50 CPA

but the aov instead of being 45 is a 105 one of those makes you a lot more money per transaction so do you want to have the most future cash flow do you want to have the highest volume of transactions which get you the lowest CPA across your entire business or do you want to make the most money per transaction now the Right answer is honestly probably all of those at different levels but if you're not looking your ad account in that way you're not running a successful business you are a salesperson and generally the

more you optimize your efforts to be a salesperson the more you [ __ ] the growth potential of the brand so the first step in your meta ad scaling success is understanding the gross profit per transaction and Incrementality of your marketing otherwise you're completely [ __ ] all right we're going to get to the two other ones right after this but right now what I really want to do is let's get into the community and we've been talking about this forever we do this every single week so let's get to it let's get to your

cont comments and questions from the week little Charlie girl you with me here all right here we go Awesome by the way uh let me know Where you're from I love seeing all the eyeballs here it's so fun to do these chats I just love you guys and again sign up for the master class on Wednesday disrup school.com metam webinar it's 100% free all right so Dr sense T pets you talk the talk and walk the walk on this channel damn right we do love it I am just glad not everyone is following your ideas

yet is this gives me a chance to say ahead of the game keep going love your style and Ideas I'm about to take your course next month too exciting time's fantastic uh I mean I love being your secret please tell other folks there's plenty of money to go around but yeah like if you want to know what everybody else is going to talk about in two years you can pay attention to me today if you want to know what everybody's going to be thinking about in a year you can listen to me today and if

you want the advice that actually works you can Listen to me today versus listening to somebody else copying an idea and then filtering it through somebody else and then packaging it in a way where they can look smart and something that's unproven so that you can understand what you should have done a year and a half ago hey and if that's the case pay attention to everybody else but what we're talking about the gross profit the growing your Instagram account stuff the unit economics Conversation the brand development conversation these are things people are going to

be talking about in a year or two like people don't know what they're doing they're focused on getting attention and not getting fired most ad agencies and most gurus and experts are focused on maximizing day one Revenue I'm focused on building a good relationship with you so we don't have to worry about day one Revenue because every month gets bigger and that's Something that's been happening inside disrupture school for two years in a row now every month is a little bit bigger than last month obviously there's a bit of an up and down but it's

phenomenal when you just have more and more people bringing in more and more of their friends to create more and more success for everyone and the only person that loses is all of those Shyer scammer Guru ad agencies that are losing more and more Clients because their clientele are coming to us and we're fixing it so they never need to hire anybody else ever again that's what we do here all right that was a uh we'll get to this video too a little bit later the perfect Facebook ad stick around uh in about 40 minutes

we will be doing a bunch of that stuff and I love the chat going along live let's actually address this Danilo from ATL good to see you buddy every week you're here buddy I love to see it And hey man if you haven't signed up for that webinar yet buddy go ahead and sign up for it I promise there's going to be some value in there my dude I really hope you check it out and man look the the the the quarterly plan for you dude is going to be amazing for the inner circle thing

just check it out we've already done some one-on ones imagine Bing that in and basically the sh school is free at that point all right so let's get to the DPA master class all right Right Haron do you look at how Facebook ranks your ads inside of your ad account the quality metrics Etc um you can um you if you have a Facebook rep you can also ask for your ad fatigue by ad and all that other stuff and here's the thing High performing ads generally have a higher ad fatigue and high performing ads generally

have a lower quality ranking why because they're direct response ads that are better at getting the sale they are ads that people are Less likely to want to see because they are more aggressive at getting the sale they are bottom of funnel adver they're bottom of funnel adverts do I care about the quality rankings no do I look at them no what I care about is business results and overwhelmingly if you only try to scale bad ads that have a high CPM and high frequency you're not going to be able to scale and the quality

ranking is the CPM and the frequency you don't need the metrics all Right hey Charlie need your help to run my ads what are the requirements Muhammad uh check out the uh honestly we're GNA dive into a lot of that stuff but I think I I question whether or not you need my help check out the disruptive school.com metam webinar uh the thing we've got going on here um down on the bottom of the screen if you jump into that I I I'm sure we can put a lot of confidence and success in your hands

and we can see how much help you Actually need and then we'll go from there all right all right sunshine love to see you both in one frame hey sunshine yeah I love to see us both one frame too Ben is a solid guy unlike most other people in this space he has the Integrity to stand behind what he says have a conversation with somebody who doesn't agrees and explain himself um you will not find most people in this industry having that level of of Integrity it's it's unfortunate but Then I very much respect what

he's doing and how he handles himself and I think that it was incredible to have a conversation with him you can check out the are you missing these ad mistakes in the honest with this I don't think we totally agreed on everything and that's amazing all right uh back to the master class strategies awesome so Inn a nutshell one Dabba one DP retargeting a 10,000 audience and view content on red to cart yes after that curate your Product for with best performers yes also optimize for the ones of the best customer Journey second purchas rate

yes and make different catalogs of different business objectives yes yes yes look at this purpose 6113 understood the assignment I love it also purpose 6113 um if you come into the meta Master webinar we're going to help you understand how to appropriately align your cataloges with the different business objectives of future cashow low Volume of transactions and profit margins like yeah Christiano are these actually live yes these are actually live I'm reading your comment right now live right here here we go these are actually live okay um and hey buddy good to see you okay

um and dude if you chew up for the meta Master webinar next on Wednesday like I'd love to have you in there and we can dive into more things okay check it out it's 100% free just go ahead and do it it is amazing and good To see you buddy good to see you where where you from Cristiano I'm definitely butchering that name all right anyway uh fantastic all right Tommy D great stuff as always this is a chat that I had uh oh yeah this is a good chat uh your lessons have been valuable

have one sticking point that's hampering me for months has to do with choosing hero product we sell direct decorative switch covers cool we have over 300 designs cool do we consider Each design its own product yes theoretically could you make a case that we sell one product with over 200 variations yes we consider USB to be the number of Unique Designs we offer okay awesome here's the thing Tommy so far we've been sending our our homepage don't hate it do you think there's a way we should go of just selling the best selling designers our

hero offer and have that being on our landing page look Tommy D there's a couple things here Again um we can dive deeper in the webinar on Wednesday I'm we can talk in through how to understand whether you should be looking at the volume of product and the hero product honestly I think you have stuff that kind of falls into two of those line items and we're talking about the three steps to meta add scaling success like the first step is vital really important to where you're at what I would be doing to be completely

honest with you Tommy is look At the profitable scaling margin across each one of those designs and understand if there are certain batches that get more people to buy from you more often than other ones those would be my hero products and then start to build out offer construction around the products can you batch things together can you bundle things together what can you do to get somebody to pay you more than once your offer will become your hero offer the product and featured in the Offer will be the means of opportunity to get there

um there's a lot more unpack here but I I've regretfully have not been able to make it past even the last week in all the videos so we're going to dive more deeper into this and that's what the webinar is for um on Wednesday if you check out disruptor school.com backmaster weinar we're going to dive through all that stuff and we're going to be able to answer all of your questions in deep detail and also let You know how to get a lot more of your questions answered in extreme detail um there's there there's more

secrets and more fun stuff coming anyway uh Master catalog ad this is from Raul I have a question in some campaign I have some campaign in which I run good ads with better row ads in these campaigns there were some bad row ads running as well as I switched off now if I want to run more ads should I run the same campaign or start a different Campaign altogether um one I don't know if you want to run more ads also uh if you turned off the bad ads I wonder if the good ads would

continue to scale row ad is not the definition of success return on ad spend and money are not the same thing and uh man I I feel like bro broken record at the disruptive school.com backmaster webinar we're actually going to break down why Raz is a complete trash metric and not what you Should be looking at and in fact the first thing that we talked about today is a much more effective way of looking at your results and then beginning to understand incrementality across all of your marketing efforts which sneak peek is the Second Step

um these are the things that we really need to be focused on but if you're going to run more ads do not start more campaigns the more campaigns you run the Dumber your machine is all right uh Brazil but in California all right bonjour live in California I also live in California good to see you buddy all right uh found the best fix God strategy love it uh Demitri you cannot customize format for different placement and flexible ads you just upload 4x5 which is not ideal for stories 9 by 16 is it better to create

three separate ad States and two formats uh no yes same 322 but with customiz format for each ad let me ask you this Demitri why do you need your ads to be Fit in every format why why do you need your ad to look good in stories have you proven that stories is more valuable than a normal feed placement do you need to be everywhere all the time all at once doing a bad job or do you want to do the things that you do well and just do more of it you're right you cannot

customize placement for different customize your format for different placements and my point to that is that's a good Thing you can focus on just doing the thing that you need to do and if you find that reals and stories placements is valuable and that's an opportunity for you make dedicated creative for that you can do C+ work and try to jam it into every problem you have or you can do A+ work in the plac that actually provide the most value focus on providing more value and making more money is really easy all right uh

NADA all right something that I'm not sure I understand the campaign structure should be one campaign with three adsets for each stage in the funnel Toof mof bof and that includes relevant stage ads for each said um so this is on our meta ads course from setup to scaling success um no NADA uh nadav I don't know um we're not interested in having three different adsets for each stage in the funnel your creatives will be used by the platform differently and we're going to address This here in just a minute in in uh our second

step also again broken record we're going to be diving deeper into this type of thing when we get into the meta Master webinar um I got about 45 minutes of stuff laid out and all these questions today seem to be just piling straight into it which is amazing we're trying to answer all of those questions in much deeper depth all right so I don't want you to have adsets for each stage the funnel I want you to be Focusing on making the best ads you can to meet the business objectives that are necessary for you

and then understand how the platform is using your ads so when you want to scale your efficiency or your spend you know the most effective way of trying to accomplish that task that's what really matters matters so I know that is a maybe not terribly direct answer but I hope that what we do give you here is the idea that having ad sets by part of funnel is A very Antiquated way of doing things basically since 2017 that was the wrong way of doing things so let me help you save six years seven years eight

years of heartache and just avoid doing that all right um Co era marketers will tell you all day that that's the way to go but that's because have no idea what they're doing I mean by Co a marketer I mean anybody that got good after 2018 that there's a functional Gap in their knowledge all right two proven uh Moneymaking things ASC okay if I'm understanding this correctly CBO when they ad fatigues take it to ASC and then to cost cap yeah absolutely learning the point here is if you have post IDs eventually if they don't

provide value in an equal playing field we can then leverage ASC to show those ads to people who are in the buying market so that we create even more fatigue but we might be able to get a little bit more opportunity out of it and if that Doesn't work you just throw it in the cost cap campaign and see if you get lucky and then eventually you can just filter that stuff out but there is a value to each post ID and honestly I wouldn't even be worrying about setting this stuff up unless you can

afford to support four or five campaigns and the honest truth is unless you're spending 20 $30,000 or you're getting hundreds of transactions a day getting down this rabbit hole is probably a waste of your Time all right Curtis 4 pii uh I think that was for a giveaway there so I hope you got that all right uh episode one how many dcts and one Facebook ad campaign Charles by far this the best video when you say one campaign does that apply to ASC also are you referring to CBO manual sales campaign I'm talking about anything

um you should have one campaign per business objective I would not have two campaigns designed to deliver the Same business result so and I hope that answers that question by not addressing it headon but also answering it by with like a a more valuable answer all right we got through one day so let's break down part number two uh and we got some more questions here so let's get to the chat uh danil says do you think the incoming Administration helps or hurts our businesses ads marketing Etc um history shows us that generally speaking in

the Years following a democrat in office you have a stronger economy than when they took over from a republican but by the end of that Republican's time in office the economy is in a worse place and when that Republican took over office generally speaking I think we have a 18 to 24mth Boom ahead of us and then the negative ramifications of a poorly managed economy will begin to hit and at that point in time Dano I hope you're out of the game by exiting your business Anyway so like bottom line is I think you've got

a window to take opportunity in market share and by the end of that I hope it's not a problem anyway does that help I hope that helps okay um and that's just for whatever not a political opinion just like would you look at the actual data basically um if you were to line up the economy and then who is in office inherently speaking six months after a Democrat takes office is worse than six months After a republican takes office because they inherit the regime before them and then it takes a while to fix things um

and that goes back to like the 70s um almost B basically every economic crash in the United States history for the last 50 years has happened because of Republican policy um and every bare every bull market that we've seen in the last 50 years has happened under Democrats um That's just the way that it works uh the 9s boom happened under Clinton the uh eight-year boom that basically everybody got into e-commerce and DDC and all that stuff happened under uh Obama and you could say well yeah but there was the crash and all sorts of

stuff that happened under Obama yeah because of the uh housing policies put forward uh and the lack of restriction and policies that were allowed by Bush uh ultimately created a change in economic policy and Tax structures that took about 12 to 18 months to hit um which basically set off a time bomb that went off about six to eight months after uh Bush took office and then if you look at uh Trump um the United States debt doubled uh under his regime and uh under um Biden basically every single year and the rate of inflation

dropped and the wage Gap uh decreased um and the rise in the rate at which prices got more expensive was slowed down um so just not To get into politics just to get into economics and and undeniable facts that's Los the kinds of the Jews anyway let's get into it the second step to maximizing your meta ad scaling is to understand that the funnel and your ads are two different things your customer journey and your marketing funnel two very different things your customer does not exist solely in your funnel they exist in a funnel and

a customer Journey that's much bigger than You and again we'll get into more of this in the meta The Meta Master webinar disruptor school.com meta Master weinar the class on on Wednesday it's 100% free but what you have to understand is when you're shopping around for something say you're shopping around for like a cell phone case there's a hundred businesses that are shopping you for a cell phone case you're in the market for this product the company selling the cell phone case doesn't need to make you Aware that you have a phone and then make

you aware that they make cases for it and then try to sell you one you're in various parts of your customer Journey you might not have a phone you might not have ever had a case you might have had three of their competitor's cases you might have been happy you might have been unhappy the point is every single customer is in a different stage of their customer Journey the way that your ads are used In the platform has almost nothing to do with the actual customer Journey Facebook is deciding how to show people your ads

based on the quality of their experience both with seeing your content and going on your landing page the lower the quality of experience the higher the CPM the closer that ad is to the sales Point meaning that the person that clicks on that ad is most likely to make a transaction and it appeals to a smaller group of people Those ads that Have a higher frequency and are more efficient if an ad appeals to a lot of people it's very rarely a hard sales ad it's an ad that generally has a lower CPM a lower

frequency and a higher CPA an ad that is really good at getting a sale say for instance a static ad that has features and benefits on that ad tends to have a higher frequency a higher CPM because it's sitting lower in the funnel in how Facebook is using it and they generally Are more efficient the CPA on those are lower what matters to you is to understand if your frequency by day is a 1.1 that means 10% of people are seeing that ad twice that ad is basically 90% prospecting if your frequency is a 1.5

that means 50% of your PE that means 50% of people are seeing your ad at least twice today that means 50% of your budget is being used to retarget people with that ad in the same day it is functionally a Retargeting ad even if the audience is Broad even if it's a lookalike even if you're excluding everybody if somebody's being retargeted by that ad in the same day and that's 50% of people that is a retargeting ad and generally we'll have a higher CPM and a better efficiency but won't scale because it only appeals to

people who are already ready if your ad overcomes objections but nobody has an objection because they've never seen you before That ad won't appeal to them so they won't see it the way your ads are used in the funnel within Facebook is very different than somebody's customer journey and you begin to understand what part of that you can optimize for and what problems you need to overcome you're going to stop having ads to fatigue by basically taking off your bottom funnel ads and trying to scale them and focusing more and more on your bottom funnel

ads and Saying that 20 30% growth every year is good because you're starving the opportunity of every other marketing channel the purpose of Facebook ads is to amplify a good business model not to not to dry a business model up by making the top of the funnel as efficient as possible when it comes to sales that's not the job that's a stupid idea and the people that push it out there either a don't know how Facebook works or two do know How Facebook works but don't give a [ __ ] about you and remember the

Mantra here folks they don't give a [ __ ] about you if you want to grow your business you have to stop paying attention to people that push an agenda that isn't built around how the platform is being used and how to benefit your business model that's what we actually try to focus on here that's what the webinar is all about the reason the way we're going to be teaching you to master meta ads isn't Like what button to push it's it's how to understand your unit economics of your business so that you can begin

to understand how the platform functions so you can amplify your business model with Facebook ads and ultimately set yourself up for Success Stephen not in front of the baby believe me this baby is hurt a lot more and she's also asleep um like fully just passed out but I do appreciate that Stephen thank you where you at Stephen you're a new face Buddy where where are you coming from all right um let's uh so that's step number two all right let's get back to some of the questions here my 14-day view content arties is 10,000

events but TPA adset sets less than 1,000 people in that audience should I be looking at a longer time frame or just stick the events it seems like an audience that be more important to you so you don't stress events here's the thing I'm totally fine that your view content is 10,000 but your audience is maybe 1,000 that means the average person might view 10 pages if it works you can scale it if it doesn't work you can get more focused the purpose of a 10K audience is basically giving you a canary in the coal

mine that lets you understand this should either work or it doesn't if it does work you can scale it and if it doesn't work then you understand that retargeting is not going to work for you Catalog will not work for you if that audience if that 10K audience is unsuccessful then going down this path is not for you and you need to figure out something else in your business that is ultimately understanding does this strategy have legs and if you're seeing this not work the answer is no New York New York Stephen I live in

New York New York sometimes too uh let me know where you're at buddy I'm I got I got a joint in Chelsea around like 14th and 8th um Awesome all right let's get into here uh best meta ads course the problem is meta ads is their metrics can't be trusted I ran some test ads using simple website tools to measure click they meta just playing up live uh no it didn't just understand that not all data is completely trackable and the problem with ads is isn't that their metrics can't be trusted it's that if you

need to trust their metrics it's because your business isn't set up to be successful By an amplification tool and more importantly it means they don't understand digital marketing because the idea is not to be able to attribute any action the idea is that if you turn up the volumes you make more money if the answer is yes spend more money if the answer is no fix it has nothing to do with things like metrics and click the rate is a is a completely uh nonsense metric when it comes to Facebook ads also sometimes your click

the rate is Going to be different than the actual amount of clicks because a click on an ad can very well just be clicking the C more button or the stop button or the play button or clicking on the name of the account and going to their page so just for what it's worth coin op animator let's slow your roll a little bit I think you got a lot more opportunity than you think you do awesome Upper West Side man I I I thoroughly enjoy the Upper West Side I Need to probably spend some more

time there I'm a basic sick [ __ ] I just go to Z Bars what can I say um awesome I wish I knew how to speak Spanish but I think this is probably a pretty solid thing let's find out what does this say show results in English what does it say what does it say can somebody can somebody translate this for me uh let's see very good all right awesome thank you all right uh Kaiser the Redbeard incredible content Charlie Uh looking for your next upload I smash the thumbs up button on your video

keep up sounding work your insights and optimizing ad budgets aren invaluable howly recommend balancing risk with determining the ID budget for new campaign especially in fluctuating market conditions Ka of the Red Beard that's an absolutely awesome material okay thank you D see I don't know I don't know Spanish hopefully she does uh we we'll see if I raise the baby right She'll be fluent by the time she's like five uh how do you recommend balancing risk and determining the ideal budget honestly don't spend money you can't afford to lose and don't spend money where you

can't track the impact that's not the best answer but it's the most actual one I can give you without diving further into the way that uh you you look at stuff uh dark man beats your face okay uh such a great guy For giving so much value you're welcome sir this is on the uh High ticket I I just literally build High ticket ads live in this video super fun uh Flex ads are Flex ads still perform me yep what is Golden Bear uh we talk about that one uh Power broad targeting I've literally been

facing this issue for weeks now everywhere I see people talk about broad targeting how it's best for Ecom businesses there you go man all right ultimate guide for Success volume one Your videos are so valuable I'm just starting getting Facebook ads when very much more educational if you didn't show your face all the time uh well I mean thank you maybe show more visuals on half the screen uh Rina we do that all over the place just the um it's in Portuguese okay see danillo see this is why I need to be more cultured man

where's our homie from Brazil chrisan not telling me this is Portuguese at least I know the Brazil wait there we go Uh what's going on uh some inst structured stuff redina you hopped in and watched the five hour video that was very much direct to camera there are plenty of other videos where we do screen shares some of it all the way through the whole time sometimes I rarely ever even show up also in our webinar on Wednesday the disruptor school.com backslash meta Master webinar three quarters of that thing is a screen share walking through

every single step Of the way with visual guides for the whole thing so that even if you don't speak English it'll have value to you all right uh awesome add Advantage can't wait hope hopping hoping you can cover advertising affiliate deals advertise project using meta in European countries I in Africa love it um and honestly everything we talk about completely works for affiliate it's just a matter of understanding that the affiliate deal you're not get looking into your future Cash flow so day one profitability is really important so your LTV is basically when transaction otherwise

everything's the same cool when I click on the link for the begin to win it says it's $100 not seven uh yes the uh from since this video went live we did raise the price it was $7 7day trial with $50 a month we had people sticking in that for so long we've now just made it $100 flat rate um and actually on the meta Master webinar we're going to offer People an opportunity of getting it for 50 bucks um so go ahead and check that out disruptor school.com metam Master weinar this Wednesday go check

it out okay cool Lenny can you show out a PO report for this showcasing the sequence from CPA to upsell ad for one buyer journey is there a way to automate custom conversion event certain similar here Lenny we've done this multiple times inside the Facebook ads NBA program and and inside of disruptor School Inner Circle Lenny I think for you the number one move if you're not ready to jump into the Inner Circle again we have a great promotion right now three months for 2500 and that includes two hours of one-on-one time with me as

well as the begin to win bundle that uh our Mana P was talking about was 100 bucks instead of seven you get all of that baked in there and uh we can literally just set this thing up for you so that you never have to ask this Question again we can literally build it live inside your ad account so you have it in Forever um okay cool a safe wallet uh I mean I appreciate the uh clickbait 100% thank you I hope and pray for your families thank you so much yes uh the fires have

been wild over here um let's see here hi Charlie thanks for the content I wanted to ask you for your webinar campaign or vsl registration to a high ticket product where you Are for webinar campaign or bssl registration to sell High ticket products where you later have to to close or qualify the lead would you use lead campaigns or conversion with a registration Target the honest answer is it really depends on your business model and your funnel I have done this with lead campaigns and I've done it with conversion campaigns where we can have a

registration we can have engaged leads Um and really understanding the value volume and cost of that funnel is where I would get you the most value here and man broken record we're back to it again totor school.com backmaster webinar we're going to break down how you can be looking at your value volume and cost through your funnel whether it's high ticket vsl High ticket products or like uh you know $5 a month for a thousand years subscription products all of it functions in the same way and we're Going to break down how to look at

all of that stuff in the webinar so again disruptive school.com backa master weinar your answer will be right there all right let's get to just seven days and then we'll get back to the last question does 3g2 ADS work when the ads are completely different don't make the ads completely different you can have three different variation hooks absolutely but if the ads are completely different then you're not Actually testing ads you're just you're misusing the tool right it's like using cost caps to scale your business it's misusing the tool you can get more low hanging

fruit but it's not scalable so so look for scalability sustainability and predictability waiting love it man I I love how you guys are just waiting for these videos now I'm trying to let you know the premiere is happening as far out as we possibly can uh hi Charlie i' like you talk about the disadvantages of The flexible form format I love it well there's three disadvantages number one um it's going to be harder for you to know exactly what's working um now the upside to that is to be fair knowing exactly what's working doesn't tell

you why it's working and you have to be right 100% of the time every single day in order for understanding what's working to be an action B of insight another disadvantage of the flexible format is that you're going to spend Money on ads that don't work so if you can hit a home run on ad number one you're going to have more way in the flexible ad format than if you don't however if you're not 100% right 100% of the time not spending all of your money on one ad might be a value ad there

just there's a learning curve to it and it's an understanding whether or not you're willing to invest in a learning curve or you want to take your shot call your shot ahead of time and just see if You're right um for what it's worth I'd rather uh not try to be right 100% of the time just help me power the machine to be better for me all of the time um the other disadvantages for lead gen ad you're not able to extract post ideas only full riding all right okay this can okay this [ __

] can be applicable to smaller accounts but this dude is speaking from experience when you spend a lot of money for large companies trust me when you can throw 50 to 100,000 a Day at ads of course you need to have broad targeting of course you need Dynamic creative setup because the algo has the money to test thousands of variations very quickly most D are spending like 20 bucks a day they don't need to scale they'll be waiting forever for their [ __ ] Dynamic ads to optimize and provide results the honest truth is man

whether spending 20 bucks a day or 20,000 a day um I would still use Dynamic Ads the bottom line is if you're only spending 20 bucks a day and you're not using Dynamic ads you're going to live and die by your ability to be correct when you build your ad and if you're not 100% correct 100% of the time you're going to see success 100% of you're GNA not see success 100% of the time but if you use Dynamic ads even at smaller but you're going to get better and better over time and you shouldn't

be spending money you can't Afford right don't gamble with money you can't lose uh very helpful addin you're welcome Miguel listen very carefully this man love it Miguel by the way joined the Facebook ads NBA program exited his business and is doing great things someone recommend this channel to me where would you get an Ecom business or Z to 50K a month this is a very vague question not all niches are growth I love this but hey look obdi The Meta Master webinar is perfect for you please Come and check it out disrupt school.com metam

weinar it's free 100% free go ahead and check it out this will help you get to that place right more of a step-by-step guide understanding how to do it from Step One what you should be doing is it 322 ad structure also good on Tik Tok honestly John Jonas I've done it on Tik Tok and it does work um I'm not the Tik Tok expert though so you should probably be asking different people than me um all right man we are Almost at seven days okay hey Charlie have a dab a campaign running on a

micro budget is it fair to assume that products with the higher impression count are items that people are currently in the market for and those of the higher CTR the ones people are interested in should it also run a DPA adet in the same campaign to compare does DPA always serve some in the product that they brows or edit card previously so when he's talking about is You have a catalog ad campaign running on a small budget the products of the higher impression account are probably one that have more visual appeal right away click through

rate however has is an in actionable metric when it comes to Facebook ads anybody that says here's how to optimize your Facebook ads and then mentions click through rate has no idea what they're doing um just ignore that it's it's a nonsense metric when it Comes to Facebook ads there are way too many variables that that metric has no actionability and if anybody wants to challenge me on that please let's have a conversation so Sarah um I hope that that helps and um if you were to set up a retargeting ad set next to your

Dynamic at to Broad audiences it would show them the products that they browsed and added to card previously as well as the products they're in market for awesome Okay we man Seven Days Seven Days okay we're going to get through the seven days and then we're going to get back to the chat one sec I need I need a sip hold on a second okay there we go let's bang this stuff out okay can you just let the flexible ads run and not have a Champions ad set yes 322 structure I'm quite curious have you

ever explored tools we actually got to this a week ago So I'm going to let them be okay cool all right uh one more question from the chat just started Drop Shipping in India need the best structure to run your Facebook ads honestly go and check out the channel the very first video is how to set up your ad account the very second most popular video in there is how to optimize stuff go watch that two and a half three hours worth of stuff and you'll be set up watch that before our webinar on Wednesday

join the Webinar on Wednesday you'll be light years ahead of basically everybody else does dynamic ADS mean Dynamic creative or dynamic placement Dynamic ads means Dynamic creative um almost all the time uh another version of a dynamic ad would be a DPA ad where it's catalog ad um but when we talk about Dynamic ads almost always we're talking about Dynamic creative or now called Flex ads awesome let's remove this so let's get to Actually yeah we're gonna we're gonna we're gonna take a break real quick drop in the five minute Pride for this week and

then get to the third step for meta ad scaling ESS okay so we do this every week if you have not by the way subscribed to the channel you're going to be missing all of this stuff so let me help you out by showing you the secret to Facebook ad ever wondered what makes a good Facebook ad yes I'm going to show you what separates ads that Succeed from those that fail and how to create ads that scale is it the perfect headline or the right copy or maybe the best video ever today we're going

to break it all down and show you how to get the best results for the least amount of time so that you can spend your time doing what really matters here we go [Music] again all right before we get started I just want to thank you for being here These five minute Friday videos have been blowing up the channel we're now getting over a th000 Subs a week so if you like this video go ahead and like this video and apparently only 35% of the people that are binging this channel are actually subscribed so let's

go ahead and fix that hit the Subscribe button too if I've earned a little bit of your attention you don't want to miss any more of these all right that being said let's throw some time up on the Clock and get started what defines a good ad a good ad isn't about a high pressure sales pitch or flashy gimmicks it's about creating content that people on Facebook and Instagram want to see here's why unlike Google or Amazon or email You've got mail and Facebook ads that people enjoy get shown to a higher quality person more

often and more of them for a lower price just think about Instagram reals the videos that are most engaging get the most views so remember The Golden Rule a good ad attracts attention appeals to your target audience and gives them a good experience on the platform so let's break down the key elements of a really good ad to create a good ad you have to understand the human psychology of how somebody experiences social media first we have the creative this is the image or the video in your ad this is 80 to 85% of why

somebody stops their scroll and by the way these numbers and data Are backed by dozens and dozens of studies going back over a decade yes science and there's a reason why your Facebook Newsfeed and your Instagram looks a lot like YouTube and a lot like banner ads and the newspaper because this is how people think your image or creative needs to be thumb stopping and create a lean in experience like this if I'm just scrolling I know this is a remote if I'm just scrolling and I'm like oh now my thumb is stopped and I'm

Like oh we've stopped the thumb and we've created a leanin experience that's the job of the creative then we get to the second part which is the headline and this is generally 5 to 10% of why somebody clicks on your ad to go to your website because it gives context to the creative and ultimately inspires the action then from there we get to the third part which is the primary text the words above the video this is ultimately only five or 10% of why somebody does Something and comes after the headline in that experience it

should give context to the rest of the ad and ultimately most people by the time they've gotten to the primary text have decided whether or not they're going to click on the ad so it's only there to get people across the Finish Line if they haven't already made that decision here comes the money here we go now before we move on we have to remember something really important Facebook ads Don't make the sale they earn attention and drive traffic the creative stops the scroll the headline creates intent and the primary text finishes the job it's

like the handshake the elevator pitch and the clothes generally by the time the elevator pitch is over the person is already made their decisions here comes the money so let's talk about avoiding the biggest mistakes the biggest mistake most advertisers make is they try to get a sale with every single ad and they Define success for an ad by how many sales it can take credit for these types of high pressure direct response ads are what we call bottom of funnel ads they're not the reason somebody walked into the store they're also not the reason

somebody was interested in the product but they are there when somebody has their credit card out and ready to buy I'll have what she's having now while these ads can look really efficient they have two big problems First if you run a 4pi analysis which again there's a video up here you can check out you'll see that they have a very high frequency and a very high CPM and number two these aren't scalable and they're not very sustainable because they rely on being the very last touch point in the customer Journey if you only focus

on bottom of funnel ads you'll miss the bigger picture of creating sustainable growth now this might absolutely work for people with a Small budget you can see success but it's not scalable it's not sustainable and ultimately it's not going to get you the growth that you could really achieve it's not the best way to see the success that you deserve my disappointment is immeasurable so how do we create ads that scale to create a good Facebook ad focus on making content that your Target customer wants to see use engaging creatives to stop the scroll use

compelling headlines to earn the click And leverage that primary text to overcome objections and really get somebody over the Finish Line if they're not quite there yet you have to avoid chasing the idea of making a sale with every single ad think of your ads as part of a much larger customer Journey remember that nobody can hit Buy on your ad they have to go to your website and they're probably on your email list You've Got Mail and they're probably searching around with you and your Competitors the journey for somebody to buy from you has

a thousand touch points that you're not control of so by focusing on engagement and scalability you'll be able to create ads that grow your business long term now if this video helped you create really good ads go ahead and do me a favor and like the video and comment if you have any questions and hey if you have more questions and you really want to engage join our live calls every Friday at noon Pacific Standard Time right here on YouTube and we'll engage in real time I'm also going to go over all of your questions

I'm going to give you breaking news so that you can see what other people going to be talking about in a couple weeks or a couple months or a couple years if you want to have success this is your cheat code thank you so much for watching this video and until next time I'll see you on the internet Bye fantastic okay so that was uh this week's five minute Friday I hope you enjoy that we're doing that every single Friday please check it out also love to see people starting up a man from Brazil but

live in California I see you buddy we're getting folks to sign up for the uh metam Master webinar I love it like like my my my uh email blew up there during that video so fantastic okay all that to be said let's get to the third step from meta ad scaling success and we Need to understand here is incrementality the purpose of your ads is to scale your successful business the purpose of your ad is not I repeat is not to make sales now I know that that's a that's a big like what do you

mean I'm running ads to not make sales the point is this your website makes sales your ads can get people interested in doing stuff that's great but the purpose of the ad Is to attract the attention of somebody who's likely to buy the purpose of the ad is to get somebody interested in buying but the greatest ad in the world to a bad website won't make sales the point is more importantly what I want you to understand is how does your business make money now if the way you make money exclusively by running Facebook ads

I think you have a bad business focus on that now the way most businesses if you Want to make an eight or nine bigger business the way you make money is by getting people to buy from you more than once if you do not have people buying from you more than once what you have is an opportunity you've created a Salesman job for you you do not have a business business is about the acquisition of future cash flow at a profit if you do not have future cash flow you do not have a business you

are a Salesperson why this matters is because let's break down where you make money the second transaction is way more profitable than the first reoccurring Revenue is the most profitable Revenue that you'll make now on that first transaction you have the opportunity of improving conversion rate in aov but that's somebody who's ready to buy now above somebody on your website We begin to get into marketing the purpose of your ads is to amplify the opportunity of your marketing channels and ultimately to get more people to buy a second time so for you to make the

most amount of money you need the highest volume of people to buy a second time time so then you start to build your website around trying to sell things to get people to buy a second time and then we go up the marketing Funnel to try to attract the attention of people who are likely to go to your website and buy something that gets them to buy a second time now that marketing funnel the step above your website is what we call inventory marketing this is email SMS people in your slack group or Discord Community

people on your broadcast channels for Instagram folks who have opted into seeing your messaging above that we have intent based marketing this is PPC this is search and EM this is search and Amazon stuff like that the purpose of searching Amazon get somebody who's interested in buying your product to to go to your website or your Amazon Lessing to buy from you so often intent and inventory can be side by side in the bottom of the funnel somebody's interested in buying sometimes Brands intent based marketing is below inventory it's the way your business model works

you have To understand that but the point is the purpose of those ads is to get somebody who's likely to buy the thing that's most likely to get them to buy a second time so you're trying to attract attract the attention of a buyer who looks like the person who's going to buy from you more than once the purpose of your Facebook ads is to amplify the volume of people that know about you enough to have intent or to join your inventory Marketing System now if you focus on the efficiency of your Facebook ads by

getting the CPA to be as low as possible which is likely in a way according to step one and step two of this in a way that is likely to get you a higher CPM and a higher frequency you are reaching fewer people who are more likely to buy the problem is while that can make money it does so at the expense of the volume of people who are searching for you the Volume of emails the volume of SMS and Instagram followers Etc the more efficient you make the top of the marketing funnel the less

the volume is throughout the entire funnel and ultimately that means you have fewer people who are likely to buy a second time because you have fewer people who buy from you a first time and ultimately Facebook is your least efficient marketing channel in your mix until you get into television and radio And stuff like that so what I want you to understand is success in your ads is attracting the kind of attention of people who are likely to search for you and respond to your emails because those have been optimized to get people who are

likely to buy from you and that buying Behavior has been optimized towards those who are likely to buy a second time the more effective you make your Facebook ads generally Speaking when you follow classic scammer thoughts about Facebook efficiency and cost caps and CPAs and all that stuff what you're doing is starving growth potential for day one profitability by making your least effective Channel more effective in a way that starves the volume of everything else that is bad for business if you want to know more about this kind of stuff again drup school.com Backmaster weinar

it's live it's free it's on Wednesday I will see you there let's go baby girl why don't you and I