Ethan Bailey | FB Ads Wizard
@ethansambailey
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I print money for skincare brands with my proven meta ad system
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Joined December 2022
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743% Sales increase for a women's skincare brand.
Here's how:
P.S. it was acc quite easy because we understood 1 key thing...
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7K in 7 days for a Women's Apparel Brand.
Ads we ran, account structure we used and strategy we followed; all revealed...
Click Here To View The Video:
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X is actually awesome.
You can really connect and chat with people on here about more a less anything.
So much better than LinkedIn...
Who Agrees?
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So glad I did this...
I made 3 fb profiles for my fb bm.
One gets banned, got 2 more spare.
fb support is awful.
If your profile gets banned, it can take forever to get it back.
Have other profiles linked that you can login through.
Your future self will thank you...
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If you ditch audience testing
If you ditch looking for hacks
If you ditch copying other peoples ads
And focussed on
Market research
Modelling winning ads
Creative testing
I guarantee you will get so much further ahead with your fb ads than you are now...
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Forplay is AMAZING 🔥🔥🔥
*Foreplay. Typo lol.
Their AI search feature is elite.
Can literally draft up a sample swipe file for a client in literally 30 mins.
I have swipe files per niche and per client.
With 100s of ideas in.
It's how I never run out of ad ideas lol.
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There is a special place in hell reserved for those people who schedule a call with you, don't turn up then ghost you...
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When I have a son, if he ever wants anything, he's going to have to sell me on the idea.
That way when he grows up, he is going to be a master at one of the hardest skills in business; sales.
Little Ethan is going to be the Wolf Of London lol.
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Lacking creativity in your ads?
Check Hismile
Lacking humour in your ads?
Check TrueClassic
Lacking structure in your ads?
Check Dr. Squatch
Lacking consumer resonation in your ads?
Check Lumin
Model. Don't copy. Use as inspo.
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"HoW tO gEt YoUr ClIeNtS a 5760X RoAs In 90 DaYs CoUrSe CoMiNg SoOn - $997"
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No matter how much money I make, I will always find it fun wild camping in the Lake District 🏕️
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Remember, if your product is bad, no ads will ever save it...
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Anyone else get excited over checking ad accounts or is that just me?
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Been reading through some OG Ads recently.
- The 1958 Rolls Royce Ad
- The 1959 Think Small Ad
- The 1951 Hathaway Ad
- The 1956 Schweppes Ad
The copy in these ads is insane.
You can learn ALOT.
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One of my goals in life is to close a deal whilst playing golf.
It would just be so epic.
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Remember, the results you are looking for are hiding in the work that you are avoiding
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No better feeling than taking over an ad account and doing a better job in 2 weeks than the previous agency did in 12 months 😮💨
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My favourite MR strategy.
Example: Dog Food
Go on TT Type in "What I feed my dog in a day" or "feed my dog with me" etc
(Things your customer would look for)
Find the most viewed video
Scroll through the 500+ comments
Thank me later 😎
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TikTok released an 'auto scrolling' feature
Attention is harder to grab
The bar just got higher
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Stop & look at the top brands that run fb ads
Lumin - 99% UGC
HiSmile - 99% UGC
Dr Squatch - 99% UGC
True Classic - 99% UGC
Have you seen the effort they put into their ads?
Compare that to ur image ad that took 2 seconds to create
Do you see why ur not getting good results?
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I have ran ads on Google, TikTok & YouTube.
None have managed to get the same results as FB.
IMO: FB is easier to scale, cheaper to market on (if u invest time into creatives) and the algorithm is more effective. ..
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To all my hard working brothers out there...
Plz, Plz, Plz stay away from apps like Tinder
They are such a HUGE distraction
They are designed to suck away your time & attention
Less than 1% of men find a gf on dating apps
Stay focussed on your work
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Why do people still run Traffic Campaigns instead of Conversion Campaigns?
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This product is genius.
With a good product, any ad works...
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If your Media Buyer spends most of their time in the ADs Manager… you better start worrying 🫵
ALOT of success with FB ADs comes from improving metrics like AOV, CVR, LTV, CRR etc.
Not just day trading the ADs Manager like a Forex Guru.
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Before I started my agency, I'd been sacked from 6 jobs.
One thing I learnt early on, I don't fit in with the NPCs.
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Curiosity is a core emotion that we all feel.
It is also a very strong emotion.
This ad uses curiosity to build intrigue in the consumers mind.
The headline also emphasises how superior the product is.
This ad can be easily replicated.
Product img + headline + 3 key benefits
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Money Loves Speed.
FB Ad success relies heavily on speed.
Taking to long to:
- Create creatives
- Optimise the website
- Reply to messages
Can ALL effect your results.
There's a difference between doing something thoroughly and not prioritising a task due to laziness...
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Took a client from $100/day to $500/day in adspend just by this...
I switched the positioning.
Desire 1: "look and feel more confident"
to
Desire 2: "get more matches on Tinder with your dream girl"
Let's see if we can hit $1K/day with this positioning
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You become stressed by ignoring the tasks that you know NEED to get done and will make a big impact on your business.
Learn to effectively prioritise then stress disappears.
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Being weird in your ads literally 10Xs performance.
Have a client who sells dog treats.
He was popping out from under the table,
Eating the treats,
Making awkward eye contact etc.
First week, 36 orders.
The ad alone has made over 5 figures.
Be different.
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Sometimes, it's not your ads that are the problem...
I had a client that was getting a $5 cost per atc.
And a $40 cpa.
It was still profitable for the client.
But it was clear that there was a checkout process problem.
Not an ad problem.
Look at the overall picture.
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Want better results with your ads?
understand these 9 things...
1. Desires
2. Market Awareness
3. Market Sophistication
4. Personas
5. Pains
6. Struggles
7. Positioning
8. Unique Feature / Benefits
9. Mechanism
Cray how some people don't know what their desire is...
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I'm currently travelling through Egypt. It's 35° . I'm in a gym with no AC. The equipment is basic. AND I'm training legs.
12 months ago, I would be making 100s of excuses to avoid this situation. Now I just get on with it.
Crazy how much you can change in 12 months...
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The best media buyers
Spend less time inside the ad account
And more time outside the ad account
Focussing on creating better ads
Or increasing LTV, AOV, CVR etc
If you aren't doing this as a media buyer
You have some work to do
Who agrees?
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Why do people 'day trade' the ad account?
Sitting there every hour
Refreshing
Hoping for more sales
Get your ass out the ad account
And start drafting up some new ads
That's what you should be spending your time on
10% in inside the ad account
90% outside the ad account
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Started testing DCTs since Jan and they are killing it!
My DCT Formula:
- 3 video ads (all with a different hook but the body & CTA is the same)
- 2 sets of copy (one winning and one new)
- 2 headlines (matching copy)
DCT + Broad Targeting = 💵💵💵
Anyone else a fan of DCTs?
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Had a brand refuse to work with me because I didn't have any women in my team...
Is this what the world has come to?
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This has got to me one of my fave ad structures
The TT comment integration ad
Looks like content
Feels non intrusive
Resonates strongly with the audience
Can be used by literally any niche
This format is one of our most high converting ads
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Nostalgia is a very unique way to market a product
Not many people do this
The one below is for Johnson's Baby Powder
The heading is very eye catchy... but why?
It's a super short relatable & nostalgic story.
As, 99% of people used this as a kid.
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2 fb ad rules you probz didn't know:
Low Spend + High ROAS = appealing to small group of people but ad converts.
High Spend + Low ROAS = appeals to large group of people but ad doesn't convert.
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It's crazy the amount of people who take credit for other peoples work.
Implemented a new strat in a skincare ad account.
It literally blew sales up overnight.
BUT
The marketing manager said it was due to her "IG Caption Optimisation"
And took all the credit...
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One of the best investments for an entrepreneur?
A big whiteboard
Who agrees? 🤔
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FBs new privacy policy move is genius
If you want to use the app for free, you have to give FB access to all your data
If you want to keep your data safe, you gotta pay $10/mo
Those that pay $10/mo probz won't even click on your ads anyway
As Media Buyers, this is great news
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Should I get this tattooed on my forearm? 🤔
"1 New DCT a day keeps the negative ROAS away"
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Never forget, what works on $100/day may not work on $500/day.
Keep testing.
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The most frustrating thing about scaling...
When FB limits your adspend
Even though no policies have been broken, all invoices have been paid on time, the account isn't new and the BM is verified...
Who agrees? 🤔
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This has got to be one of the best fb ad hooks I've seen this year...
Product: Gloves
Hook: Black fingers tapping on mirror
Shows worse case scenario if you don't have proper gloves (frostbite)
And it's a great pattern interrupt
As people see it and think 'WTF is that'...
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My biggest flex: I have a client that has been with me since I started my agency😎
Years later, still crushing it for them...
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REMEMBER: Clients need you
You don't need clients.
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Saw this ad in my feed today. Made me giggle.
I bet the hook rate/thumb stop ratio on this is INSANE...
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Started spending 30mins a day scrolling through TT and screen recording any good ads.
It's starting to pay dividends...
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"Ask for money, get advice. Ask for advice, get money twice" - Pitbull.
Quite a wise guy ngl.
Lesson: Money can make you money BUT knowledge can make you STACKS of money...
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Question for all my media buying brothers & sisters out there...
Why do people actually think that you can run a product image ad with a discount and scale an account to 100K/mo like that?
If it was that easy, every one would be at 100K/mo...
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I work with a range of fashion, skincare & jewellery brands
One of the assets I use is my swipe file
I spend hrs a day doing MR and adding ideas to it
Thought I'd share them with yall
F:
S:
J:
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"Obsessed is the word the lazy people use to describe dedicated"
My dad has this quote on a piece of carboard in his boot.
Use to see it when he dropped me off at school.
At the time, I didn't think much of it.
Now I've grown up, it makes perfect sense...
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"We've worked with 5 agencies and never seen good results" 🚩🚩🚩🚩
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Can you brand owners PLEASE stop asking for a good media buyer for Christmas?
Santa has tried kidnapping me like 5 times...
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My Go To Shopify Apps For EVERY Client:
Aftersell -> PP Upsell App
UpCart -> In Cart Upsell App
Kaching -> Bundling App
LOOX -> CSV Review App
Seal Subscription -> Subscription App
Install these. Thank me later...
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People HEAVILY over complicate BFCM ads...
Every year I do the same type of ad and they crush it
Just take your best performing ads and slap a BFCM banner on it with an offer
I do this every year and it crushes
I also add some simple image ads like the one below:
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I'm seeing less and less FB ads in my feed now. Same on IG.
The ratio use to be 1 in 4 but I probably see about 1 in 15 now.
Are less people advertising on the platform?
OR are ads just getting that bad I don't even see them?
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Love it when people who vape give me advice about my health 💖
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It's actually crazy how many brands copy each other with their ads...
Just scrolling through foreplay and I've seen about 5 ads with more a less the exact same headline.
Does creativity not exist anymore?
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Your ad will fail if it doesn't answer these 3 questions:
1. What is the product?
2. How does it work?
3. Does it meet the desire/solution? (show this not tell)
BONUS: answer any potential objections that the consumer may have.
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I'm a firm believer that increasing the budget by 20% by reviewing the past 3 days and seeing if the CAC is within the target CPA is the best way to scale ads.
We literally turned this brand from 1K a week to 5K a week in less than 7 days.
Ignore this horizontal scaling BS.
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Had a brand reach out to me a while back & ask what style of ads I create for my clients
Spent a couple of hours putting together some ideas
They where really pleased and ended up wanting to work with me
Thought I'd share it with yall
Here it is:
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I’d choose listening to Jay-Z whilst writing Ad Copy over clubbing any day 😮💨
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Cocks...
Sorry, Clocks. Typo lol
I have no clocks in my office
Why?
I like to work without looking at the time
Allows me to concentrate on a deeper level
And get more stuff done
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People over complicate ads...
Check this out
Clear problem that is mentioned and shown in the image: Loud noises cause dogs to bark.
Clear solution that is mentioned and shown in the image: Dogs fast asleep in a bed not barking at fireworks
Offer: 30 Day money back guarantee
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Alexander The Great conquered half the known world when he was 21.
I turn 21 this month and I just run a fb ad agency.
Am I an under achiever lol
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I'm not impressed if you run ads for a well known brand and generate them 7 figures+ a month.
What does impress me is...
Taking a small 5 figure a month brand and turning them into a 6 figure a month brand.
Then maybe a 7 figure a month brand
Now, that is impressive.
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One of the best hooks you can use is calling out a main objection about a product
Example: Moisturiser can make your skin feel oily
It's why people don't buy it
This add addresses that in the first frame
Which causes less people to scroll past
AD:
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Reading OG direct response copyrighting ads to improve marketing knowledge >>>>
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One of my best ad strategies is to read through product review comments and look for stories
Then, turn the stories into a UGC video
Stories like:
- Unstylish to stylish
- Bad skin to clear skin
- Depressed to joyful
- Busy to relaxed
- In Pain to pain free
etc
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New ad account? No broad targeting at first. Here's why:
New account means new pixel, no sales data yet.
Pixel helps find potential buyers.
Starting broad gets impulse buys.
You train the pixel wrong.
Test interests first, guide FB to your customer.
Switch to broad after.
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When your results are that good, clients think there is a tracking problem>>>>>>
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"curls get girls" 🤡🤡🤡
Going to the gym is one of the best things you can EVER do.
It builds discipline, confidence, pain tolerance and delayed gratification.
Things that are 100X more important than girls...
Without the gym, I wouldn't be as disciplined as I am today.
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The psychology of colour...
Why is mouth wash blue?
Blue = Freshness, Cleanliness & Trust
This colour then enhances the user perception of the product's effectiveness
Outcome = more customers & more sales
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Consumers want to know what your product is
How to use it (speed & simplicity)
How it meets their desire (show not tell)
How their objections are irrelevant
If your ad doesn't answer all these, the likelihood of it succeeding is pretty low...
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Unpopular Opinion:
Just because you put the word "expert" in your bio,
It doesn't mean you an expert
90% of fb ad people put the word "expert" in their bio
If this was true, ecom brands wouldn't get burnt
There is a difference between delusion and confidence
Who agrees?
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My 2023 fb ad strategy.
Tailored towards brands who are spending $100/day to $1K/day.
I'm going to make a few adjustments to it before 2024.
But I'd thought I'd just share it with you all.
(I'll post the new one when I have finished it)
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"The cave you fear to enter holds the treasure you deeply seek"
What if you spoke to that girl you where scared of?
What if you reached out to that brand that was 'too big'?
What if you ran that controversial ad idea?
The 'What If' makes life interesting. Act up on it.
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Had a client that was super slow at sending over video content after I sent them scripts
So, decided to challenge myself...
Can I scale an ad account on JUST image ads?
Got to about 8.5K/mo until I started to struggle
All with image ads
Anyone else done something similar?
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Too many people these days listen to the wrong people and end up going down hill.
I only listen to people who are where I want to be by that age.
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Think some UGC creators need a reality check...
$100/video + $50/mo for "paid ads access rights".
Oh, and it takes 7 days to get it.
Who TF is going to agree to that?
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Be honest, how many hours a day do you really work?
See these guys saying they work 12 hours a day.
But spend 4 hours of it watching YT or stalking some girls insta...
Personally, I work till I get done what needs to be done.
I keep it simple.
What about you?
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You are good at golf.
I am bad at golf.
We are not the same.
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The clients I get the best results for are the clients that leave me to it
They let me roam free and add whatever ideas I want
They rarely check up and they don't even watch the weekly ad account reviews lol
These are the brands I LOVE to work with
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People LOVE unpopular opinions, gossip and controversy.
Use it in your ads.
Especially with a female demographic.
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Answer if you dare...
Would you take sales calls on a weekend? 🤔
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Most FB AD YT Gooroos ONLY record videos on Ad Account Structure
Less than 1% actually talk about how to market the product
Don't listen to the Gooroos with hundreds of thousands of views
Watch the YouTubers with less than 2K views per video
These tell you the real stuff
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Within 10 mins of waking up, I'm at my desk working.
I don't meditate
I don't visualise
I don't kiss my poster of Iman Ghadzi
I don't go for a morning walk
I don't do any of that. No morning routine.
Why? Because I have work to do and I want to get on with it without delay
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Don't lie... As a media buyer, have you ever actually bought something from a fb ad? 👀
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Resonating with a thought that is going on in your consumers head is how you steal their attention and get them to buy.
Example:
"I've always struggled to find trousers that fit right with my gym built legs"
This is why MR is sooo important!
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If you are ever struggling to write a headline for an ad do this:
Use curiosity
Think of a statement that would cause you to stop in the feed and check something out
"I made a big mistake"
"I can't believe my husband did this"
"This made my gf speechless"
etc
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Use to have a 'gooroo' setup on my desk
Monitors, wires, accessories etc
Now I just have my laptop
It has drastically improved my focus
And efficiency
Think I'll be keep this setup
How often do you change your setup?
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The moment you choose a girl over your goals, you loose both.
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I nearly threw up after seeing this hook.
Until I watched it all and realised,
It's nail polish on her fingers.
Not blood.
Grabbed my attention tho - great hook.
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Unpopular Opinion: Clients need you more than you need them.
(If you are acc good at what you do)
Thoughts?
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I don't trust a lot of these fb ad gurus...
I had a well known guru review one of my ads
He said it would not convert and needs a lot of work
I ignored him and ran it
It achieved the lowest CAC the ad account ever had
At scale too...
Lesson: Ignore 99% of gurus
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How much do you increase your ad spend when something is working?
I've found 20% a day based off the past 3 days data works best.
Never found joy with doubling or tripling.
What about you?
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