0:00 Meta is in drama has changed everything. And it seems like every week there's yet another agency guru dropping another really short video promising that you can throw a few hundred dollars into the machine and make a million. We all know it's complete nonsense. So, in this video, I'm going to show you how to absolutely crush with a small budget starting at $50 a day or even 50 a week. We'll start with understanding the three-stage process to scale profits without forcing sales. And I'm even going to give you three simple tools that can easily 10x your revenue without a single extra dollar spent on ads. I'm going to show you real-world ad accounts and every button and setting that you need to know and even show you how I build ads so you can copy and paste your way to success. This is the three-stage process to driving sales not forcing conversions.
0:46 Stage one, build an audience. This is the awareness and engagement stage. Stage number two, we need to build trust. This is the nurturing and education stage. And stage three, we need to make the offer. This is the sales and retargeting stage. By shifting focus from forcing conversions to building the right audience first, we make every ad dollar more effective and scalable over time. So, let me show you how to make that happen. First, this is the engagement strategy. We're going to run funnel developing targeting. And we're going to integrate our engagement and content with a conversion funnel. So, let's get started with stage one, build an audience. So, we're going to do that with engagement campaigns. The first benefit is a much better audience
1:32 quality because the system has more signals to optimize delivery. All delivery starts with a do people like this? If we can give the machine a better idea of who those people are and give the machine a much larger amount of those individuals, what you'll get from your organic efforts supports and makes the job a lot easier for your paid ones. Another impact is that you're going to see lower cost per conversion because warmer traffic requires less ad spend to convert. And lastly, you're going to get higher organic reach because improved engagement triggers algorithmic boost in the system. You could try all day to make viral content or we can run a few dollars to teach the machine who wants to see our stuff. And instead of
2:18 reaching a million people who like our video but never want to buy from us, we can reach a thousand people who are ready to buy today. One of those is money in the bank, the other one well, makes us feel good but doesn't actually make anything different in our lives. So, step number one is building your seed audience. To start, go to business manager, click on the audience button, then click on the create audience button, then click custom audience. From here, you want to click on your custom audience source and you can select your Instagram account or Facebook page or website. Now, on screen, what I'm building here is an Instagram custom audience to target everyone who engaged with the Disruptor School Instagram
3:04 account. Let's get to a few best practices and then get to step number two. I always start with a 30-day audience. If this works, you can scale spend for a long time. If it doesn't work, go to a 7-day audience. And if it does work, we can add budget with automated rules to expand scaling. Also, we can add a 90 or 180 day OR EVEN A 365 DAY AUDIENCE. HERE are the three audiences that you can choose for your seed in order of quality. First is your followers. And generally speaking, people who are following you have probably been to your website and absolutely have engaged with you. This is the highest quality but lowest quantity. These are the folks who are furthest down in the trust and engagement funnel.
3:50 The second quality audience is website visitors. These folks have been to your website but they might not be following you. And odds are if they've engaged with their Instagram account, they've probably been to your website. So, this is one tier below followers and engagers, which brings us to the engagers, which is the lowest quality audience but the highest quantity audience. And this is how we can begin to look at our seed audiences when it comes to quality. And to start with, I would do a 30-day engager audience. That is a good mid-level timeframe and gives the machine as much data as possible. That's a great place to start. Now, I hope you're enjoying watching this video as much as I enjoyed making it. And I want to take a moment and just say thank
4:35 you for watching it. Go ahead and smash the like button. Subscribe to the channel if you haven't already. Ring the bell so you don't miss any future videos. And take a moment to join the Disruptor Academy where you can get for free all the assistance that you need all the things we talk about in this video. There's a link right there. All right. With that being said, let's get back to it. Step number two is creating lookalikes from our seed audiences. To do this, go to the business manager, click on the audience button, click on the create audience button, click on the lookalike audience, select your lookalike source, which is your seed audience from step one, then select your audience location, and then select the number of audiences and the size of the audience you want to make. Now, a Disruptor School best
5:21 practice here is always start with a 1% audience. If this works, you can scale spend for a long time. If it doesn't work, you can go to a different seed with more data. And if it does work, we can add expanded audience to scale. We can always add a 2% audience or we can use a different seed audience or we can move into new countries. We can also find wins by combining countries. And this is something that I'm doing inside of my ad account for Disruptor Academy and I'm going to show you that here a little bit later. Also, a quick note, when making multiple audience sizes like selecting a 2% and a 5%, the bigger ones are designed to exclude the smaller ones. So, what this means is if you make a 1%, 2%, and a 5%, that 5% audience is not going to have the people in it that are
6:07 in your 1% or your two. So, they're meant to be incremental to each other not compounding. And to be completely fair, I don't really think you need to go past the 1% anyway. That's going to [clears throat] be more than enough people. Step three is creating your stage one campaign. For this, you want to go to the business manager, click on the create button, select the engagement objective, choose manual engagement, select ad setup, and then select the conversion location as on the ad, select the engagement type as a post engagement, and then choose of the original audience function, and then select the audience that you ultimately want to run with. Step number four is making the ads. To do this, go to your business manager, click on the create
6:53 button, select the Facebook page and Instagram account that you want to run the ads from, select use existing post, and then select the post from either Facebook or Instagram. Then, scroll down and in the call to action menu, select no button. We want somebody that clicks on this to just go to our account or engage with the content. Another Disruptor School best practice here is to use the Instagram post instead of the Facebook post whenever possible when choosing content to promote. Instagram posts will get more engagement on Instagram than a Facebook post repurposed for Instagram. And use the caption of the Instagram post as your ad name to make it easy to
7:38 find later. Again, the no button option for call to action is the ideal one for this effort. We want to do one thing very well. And the business goal here more than anything is building trust and engagement to develop an audience that we can sell to later. Also, quick note, some posts will be ineligible especially if they have copyrighted music, third-party filters, or any extras attached like a poll or if they're carousels. Now, when you're running all of these things, you're ultimately going to need to make sure that specific posts don't run away with all the budget because this is also a little bit of creative testing, which brings us to step five, limits and automated rules. It's actually pretty simple. To do this,
8:24 I want you to go to ads manager, then click on the more button, select custom rule, and to set up a rule, you need to add a name and then apply the rule to the ad level to all active ads, have your action turn off the ad, and then set your conditions. After that, you're going to set your time range and your schedule. And I always basically say max time and run continuously. Now, a couple of Disruptor School best practices that are going to save you a ton of heartache. First, apply this rule to all campaigns, to all active ads. One of the annoying things with automated rules is that you can't really change some eligibility
9:09 features. And we want to make one rule that applies to everything so you don't have to make the rule over and over again. Now, if you scroll back and take a look real quick, you're going to notice the campaign name needs to contain the words brain development. If it doesn't, this rule won't apply. And this is a very great way to run your automated rules because you now can use nomenclature to decide eligibility. We can change the name of the campaign or ad set or ad. And I often suggest to people set your impression level to at least 2,000 impressions. More impressions takes longer to complete and is more expensive but you'll get better data. And I often use 5,000 or 10,000 impressions inside of my ad accounts. And what that means is every Every post that we're promoting
9:56 will get the same number of impressions, more or less, meaning that we can evaluate each one in our creative testing process, which is basically what we're doing here, against the same yardstick. And that has become very important when we get to stage two. And stage two is all about building trust. And we do this through nurturing and education. And I'm going to show you how to do it every step of the way with a ton of examples. So, first, select select the ad you want to evaluate and then click the preview button up next to the beaker. When that loads, in the upper right-hand corner, I want you to click on the share arrow and then select Facebook post with comments. Then, click on insights and scroll to the bottom to see the number of follows
10:44 that post has driven to your account. Now, a quick couple Disrupter School best practices here. Make sure you can organically log in to the Instagram account you're running your ads from. Otherwise, you won't be able to see that insights section. The insights section is very interesting with a lot of useful data, but for this campaign, follows is the only thing that matters. Now, I want to let you know, you will see super popular content get you zero followers. Views aren't value. Followers are potential customers. What we're trying to do is scale our business. So, step number two is scaling and optimization. I want you to duplicate posts that get followers into a new campaign, or an existing campaign
11:31 if you've already done this step once before. And remember, you can bookmark this video. And there are timestamps down below to make sure that you find exactly the part you're looking for. Come back to this step over and over again to make sure you get it right. And if you have any questions, ask them in the comments section down below and I'll get you an answer right away. This new campaign will have all the same settings, except it will not have the automated rule to turn the ad off. Now, I want you to repeat step one once a week and calculate the cost per follow by dividing the number of follows from the total amount spent. And ultimately, we're going to cost average down our average cost per follow by turning ads off that have an above average cost per follow. Now, Disrupter School best practice here is to create a spreadsheet
12:16 to track your cost per follow. And what I want you to do is basically say post name and a link to it, number of follows that post got, how much did you spend, and what is the average cost per follow for that post. Do that for all of your posts. Also, remember that new posts will appear to be far more effective because they're carrying over organic follows and any followers you got during the first campaign. I want you to track the amount of money spent and the amount of follows for every post. Your average cost per follow will be the total amount spent from all posts divided by the total follows from all posts. That is incredibly important. So, now let's talk about creative strategy and the tools to use. Starting with the best
13:05 kinds of content. And I want you to know that this isn't about your conversion ads. This is about your organic content because you're going to start thinking of your Instagram account as an extension of your website and free ads. And you're going to reposition the way that you think about making that content cuz you're not trying to hack the machine to get views. You want only the best people to see your content and future customers to want to engage with that content and follow you and go to your website and eventually buy. Again, remember, views aren't value. Followers are potential customers. If you get 5 million views from people who will never buy from you, that isn't worth anything. But if you get 100 views and 50 of those people are ready to buy anything you
13:51 have to sell, that is money in the bank. The first principle here is use Instagram Reels because they offer format that is naturally engaging due to its short and dynamic content. Utilizing Reels can increase interaction with your audience, keeping them interested and engaged with your brand. The second principle is showcase your brand personality. Highlight your brand's personality. This makes your content memorable and helps in building a stronger connection with your audience. Now, this doesn't mean that you need a high production content or to make highly branded decisions with every piece of it. If you look at Dad Gang, for instance, half of their content is their customers just posting because it's about capturing that virality and
14:37 community. If you look at Dog Sauce, Dakota was just repurposing existing memes, but they were all on brand. And if you take a look at Pilates Punks, there's a brand color and a font. And after that, basically, every piece of content is completely different from another one, and they all work. I also love Instagram Reels because it supports multiple content types. From behind the scenes footage and product demos to tips and storytelling. We can utilize various types of content, making it easier to stay on brand and diversify your content strategy without needing to adapt to trends or chase virality. And our last principle is incremental growth over virality.
15:22 Focusing on consistent, quality content that reflects your brand's values and message builds a more sustainable growth trajectory. Virality is unnecessary when paying for attention. Remember, quality over quantity. I'm going to say this one more time, views aren't value. Say you're a local business like Pilates Punks. If she got 5 million views in the UK and Australia, none of them are going to come and take a class in Studio City or Echo Park in Los Angeles. Understand the goal is to build the business and your content is a vehicle to achieve that goal. Next, let's focus on the cheat code of ManyChat. You can sell in the DMs
16:08 automatically. I do it every single day. I'm going to show you the exact script that I use, and we're actually going to demo our entire way through it. This is everything you need to succeed. These things print money on autopilot. The first one is comment for a link. Now, this is directly from my ManyChat, and I use this to get more views on YouTube. When any user comments a specific keyword on posts, it will immediately send them a link. It'll also tag them if they click on that link. And that user is added to a list of other clickers of links. And now they can be segmented for other
16:53 marketing efforts within ManyChat. This is a ManyChat flow to grow followers for value. When a user comments on a post with a keyword, this flow will check to see if they're already a follower. And if they are, it'll send them a link to the website. And if not, it tells them they need to follow and then asks them to confirm. And then it checks and repeats the process until someone does follow for the link. This can be incredibly valuable if you want to promote a lead magnet with people who are also more likely to see the rest of your organic content. Why not have this in every post? Now, you might say, "I'm not going to do that cuz it's going to hurt my views." But we're paying FOR VIEWS. WE DON'T CARE ABOUT that anymore.
17:38 Now that we've decided to pay to play, we can break all the rules when it comes to going viral because we're not concerned about viral. We want value. We don't want to be popular, we want to make money. And those are two very different things. Now, I also told you I'm going to show you an actual conversation-based flow that will do all of the selling for you. And this is what it looks like. A ManyChat automated conversation isn't just a chatbot, it's a 24/7 lead qualifier, traffic driver, and sales accelerator. Here's why it works. Instant lead qualification. By asking targeted questions, ManyChat can filter out unqualified leads and only pushes high-intent prospects to a sales team or offers. You can have a personalized user
18:23 experience. The chatbot adapts based on responses, guiding users through a tailored journey that increases engagement and trust. And this is traffic and sales on autopilot. Instead of waiting for manual responses, ManyChat instantly directs interested users to the right product, booking page, or sales funnel. And you have much higher conversion rates. Engaged leads who go through an interactive conversational experience are more likely to buy, book a call, or take an action. With ManyChat, you're not just automating conversations, you're creating a seamless customer journey that qualifies, nurtures, and converts leads efficiently. Another thing that I want you to focus on before we get any further is, please leverage Instagram broadcasts.
19:09 This is direct and personalized communication. This personalized touch can make your followers feel valued and more connected to your brand, fostering loyalty and encouraging conversions. You get enhanced audience engagement as well. Broadcasting enables real-time interactions with viewers, which can increase engagement rates. Interactive features keep your audience involved, boosting the overall engagement on your channel. And you get increased visibility for promotions. You can announce new products, special offers, or exclusive discounts. This is an extension of more traditional CRM efforts like SMS and email. This is a very cost-effective marketing tool. Again, it's basically just another email
19:54 or SMS, but now it's happening in the DMs of Instagram, and people can opt-in and opt-out. Like I use this on every channel with every one of my brands. It's free money. Remember, people can opt-in to joining your broadcast channel, and you can reach out to them with questions or polls or content. You can also let them know, "Hey, we have a new offer." The amount of revenue that you can drive just by sending DMs to your Instagram followers who are already opted in to seeing that type of messaging. Before ever sending an email, setting up an SMS, or building any sort of ad. That amount of revenue can fundamentally change the way you operate your business. That money is the money we can use in our ads. And I want you to remember that not everybody opens email. You have to meet your customers where they are.
20:41 Not just in the way that makes sense for you. Now, I ignore every SMS that comes my way, and I rarely ever look at my email. I have an assistant who throws almost all of it in the trash can before I ever see it. But if I get a DM on Instagram, I can't leave that on red. Everybody is different. Make sure you're talking to all of them. And this is free. Now, let's focus on repurpose.io. First principle here is the unified brand voice. Consistent distribution of your top-performing content across various platforms helps solidify your brand voice and messaging, making it recognizable to your audience no matter where they engage with your content. A quick hack here that I'm using with
21:26 several brands right now that is crushing. You could push stuff out through trial reels and then promote those with ad dollars and see what works very well, and then make that available on Instagram and everywhere else. You don't have to do this with every piece of content that everybody can see. I have a business right now that's pushing out 10 trial reels a day. The point is they're getting five or 10 wins a week, and they can push that out everywhere. And now every channel looks better. The second principle of this is quality control. Spreading only the best, most engaging content ensures that all material shared across channels maintain a high standard. The third principle of all the best every way with repurpose.io is an enhanced cross-platform presence. What I
22:12 love about repurpose.io is the fact that you can automate the distribution of content. You can say, "Share this post everywhere." And it'll do it for you. Full disclosure, my workflow is I post everything as a YouTube short. The YouTube shorts that do well get put on a separate playlist, and every post that goes on that playlist gets distributed to every social media platform I have. And now every piece of content I put out everywhere is the best content. And that has done absolute wonders for the rest of my business. Real quick, if you like this video, please go ahead and like this video and subscribe so you don't miss anything else, and share it with all of your friends. YouTube loves that, and that's how we help put back to fiction so that everyone can see more success and less stress. Also, check out
23:00 Disruptor Academy. We just launched a brand new course on Andromeda One. Literally soup to nuts, everything you need from setup to scale. Automated rules for low budgets, high budgets, literally everything you need to see more success and less stress. The link is right there. All right, that being said, let's get back to it. Now, that brings us to stage three. Make the offer. This is scaling your ads and your bank account. Now, before we get any further, I want to break down what makes a good offer cuz this is the secret to scalable growth. A good offer isn't just something you can sell. It's something your audience already wants and wants to buy from you. But what separates a high revenue business with no profit from growth brands that regularly two or three X
23:46 every year is this. The offer creates repeat buyers. A great offer doesn't just make a sale, it sets the stage for the next purchase. It builds long-term relationships. When customers buy once and naturally want to buy again, your business compounds its growth without constantly chasing new customers. It increases LTV, not just revenue. Many businesses scale revenue but fail to scale profit because they rely on expensive, one-time sales. Growth brands win by making each customer more valuable over time. And it fuels sustainable scaling. If every sale builds momentum for the next, you don't just grow, you multiply.
24:34 That's the difference between a brand that struggles to stay afloat and one that doubles or triples every year. Now, if you don't want to just grow, but you want to multiply. If you don't want a really high revenue number, but no money in the bank. If you want to actually scale what you have, it's all about reinvesting your profit and amplifying your business model. You need a self-sustaining cycle. Reinvest a portion of organic earnings back into advertising to promote the very methods that generated these profits, creating a self-sustaining cycle of investment and return. This is also great for risk mitigation. By using only the profits for reinvestment, you minimize financial risk, ensuring that the business doesn't spend more than earned. And this is
25:20 profit-driven growth. Focusing on amplifying proven revenue-generating strategies ensures that every dollar spent is likely to increase future earnings. This allows for continuous scalability. Even minimal profit margins can support growth as long as reinvestment increases overall profit in absolute terms. What I want you to think about here is you don't need a three X ROAS to grow your business. If you can make $1 profit on every $100 you spend, then that means every $1,000 you spend, you generated $10 profit. And eventually, that profit number is equal to the same price as an additional sale. So now you're not just generating profits, you're amplifying sales volume,
26:07 and then things start to get really crazy. That's what it's all about. And what I love about this is the long-term sustainability. Investing profits back into the business is the growth strategy that is directly tied to the company's actual performance and success. If you need to go viral to stay in business, then you're probably going to go out of business. Not everybody is Skims, right? Like you can't rely on that. Now, that might be your strength, and if so, then you don't NEED THIS. YOU ALREADY HAVE A MILLION-DOLLAR BUSINESS. But if you don't really like social media, if your posts don't go viral, but you have a business that generates a little bit of profit, doing this can 10X that business. That's what this is all about. Now, I want to focus on understanding
26:54 broad retargeting. Now, I hear you. Wait a minute. You're like, "Charlie, you said don't do retargeting." If you've ever watched any of my videos, you're like, "It's all broad. It's all broad." There is a very big difference between broad retargeting and funnel pixel event-based retargeting. Now, it's also all about trust. So let me earn your trust by explaining the difference so that you know this is the secret weapon that you can rely on to scale your business. You only need to convert the warmest people to win. If success means getting five, 10, or even 25 sales a day, you don't need to waste energy trying to go higher in the funnel. Instead, focusing on the people who have already shown interest is going to be
27:40 way more profitable. Those who have visited your site or engaged with your Instagram and Facebook content. This is the lowest friction audience convert because they're already aware of you, and many have already considered a purchase. Broad retargeting is the most efficient use of budget. Instead of spending money trying to reach and convince completely cold audiences who have never heard of you, broad retargeting ensures that every dollar is spent on people who are already in your ecosystem. These people cost less to convert than cold audiences, which means your CPA, or cost per acquisition, remains low and profitable. Also, your retargeting pool grows every day without you doing more work.
28:27 The magic of broad retargeting is that it scales naturally. If you're running ads on organic content that build trust and awareness, your audience of engaged users only gets bigger every day. And this is true even without raising your budget because also the machine is going to understand who better to show your content to. And because you're growing followers, your organic posts are just reaching new people anyway. Doing nothing more will just bring you more people all the time as long as you maintain the quality and focus on cost averaging your cost per follow down. If you get more followers, you're going to get more earned reach. And by just leveraging the brilliant basics that we've already touched on, this is what you are going to see. More website visitors and social
29:13 engagement, which equals more potential buyers. More time has been spent on building trust because you're not trying to get the sale with the first touchpoint of somebody seeing your business. It's not handshake, buy from me. It's, "Here's all my content. Oh, you liked it? You've engaged with me? You followed me? You've been on my website? Dude, by the way, did you know I have this thing that you might be interested in?" That's a much easier sales pitch. Right? It's inbound sales versus outbound. You can do this. And broad retargeting audiences are self-sustaining. This means your low-hanging fruit isn't static. It constantly regenerates and improves over time. Your constant refresh also ensures the retargeting audience never runs out of high-quality, ready-to-buy customers. This is simple, it's stable, and it's scalable. It works
30:01 even if you don't run aggressive cold traffic campaigns. It converts at the highest efficiency possible, and it allows you to scale without wasting money on unnecessary complexity. So, now let me tell you what's the difference between broad retargeting and funnel-based pixel event style retargeting, cuz it's very important, especially on Facebook, but also just understanding consumer behavior. And I'll bet you you haven't thought about this before, or if you have and you brought it up, nobody's giving you a straight answer. So, that's what I'm here to do today. All right, let's get to it. Funnel-based retargeting chases people who already said no. Most cart abandoners and checkout droppers already decided not to buy. Your add-to-cart recovery rate is never
30:48 50%. Odds are the vast majority of people who abandon cart are never going to buy from you. Why are you using that as the core of your audience to sell to? That makes no sense. Broad retargeting still reaches the potential buyers, but without overpaying for people who have already moved on. Instead of forcing ads onto people who have left their cart, we let the system prioritize users who are still engaging with our brand across multiple touch points. This keeps CPMs lower because we aren't competing in high bid auctions for checkout abandoners. Remember, if somebody's abandoning cart on your site, they're probably abandoning cart on a couple of your competitors' sites, too. And if people are focused on retargeting add-to-carts, if people are focused on funnel pixel-based events,
31:33 they're paying an extreme premium, and that person's probably getting spammed from everybody. But here's what's really important. Let's say 10% of people who abandon cart are actually going to buy, and you get 100 abandoning carts out of 1,000 people that have been to your site or engaged with your content. You could spend all of your money on that 100 people, where 90 of them will never buy. Or, you could reach all 1,000 of those people that are interested, including the 10 who are going to buy. And you're going to do so way more efficiently, for a lot less money. And that is very important. Cuz you might also get 12 or 13 sales instead of just the 10, and it cost you less to do it. The people we do reach are actively interested, meaning our ads
32:20 have higher engagement and conversion rates. This tends to result in higher incremental lift from our ad spend, cuz every dollar goes to people who actually want to buy, rather than chasing users who have already signaled that they have no interest at all. And broad retargeting equals lower CPMs and higher profitability. Ads reach people actively engaging, not those who have moved on. This means more sales, lower costs, and greater profitability. Now, it's time to set up our broad retargeting campaigns. So, we're going to focus on what's the best creative, writing copy that converts, and the best audiences to use. Let's start with the best creative. The creative for the ads in your broad retargeting campaigns should reinforce
33:06 awareness and stay top of mind. Use assets with high brand recognition. Keep messaging consistent with what they've already seen to reinforce familiarity. And hook with short-form video or GIFs that grab attention without needing explanation. Show how you make their life better. Highlight real-world application, lifestyle shots, testimonials, or products in use. Address pain points and solutions, and make it instantly clear how you help. And use social proof, reviews, or before-and-after results to validate your solution. Remember that these people already know who you are. They've probably already been to your website or engaged with your content. These people are aware of what's going on. The reason they haven't bought yet is either they don't have the need yet,
33:51 or they don't know if they should be able to trust your actual products. Let's overcome that objection with your content and your ads. They don't need to stop somebody's scroll and get them interested. We've already done that. They just need to get them over the hump, so that they know they can trust you. And lastly, provide a clear next step to buy. Call out why now. This is offer urgency, limited stock, social proof, and seasonal tie-ins. Use a direct call to action that guides them back into the funnel, like see what's new or get yours now. And reduce friction. Show the price, benefits, and easy checkout options up front. Remember, we're no longer trying to run ads to trick people into buying from us. We just need to get people who are
34:37 already interested to know that when they're ready to make the purchase, it should be from us. That's the barrier we're trying to overcome. These creatives remind, reinforce, and convert, keeping your brand top of mind while making the decision effortless and compelling. So, now let's talk about how to write ads that convert, and the copywriting that actually makes money. When you want to write copy that converts, we need to understand there are three things to focus on. First, the headline of your Facebook ad. This connects the creative to the offer. Remember that you only have 40 characters max. The headline should capture attention and drive clicks. Also, remember that the headline is not shown on Instagram. So, if you need the headline to win, remember that half of
35:23 the places those ads will go, it won't show up. Next, we have our primary text, and this provides context and previews the landing page. So, that you know, when somebody sees an ad on Facebook, immediately the eye goes to the content, and then we look down to the headline, and then up to the primary text. The purpose of the primary text is to be the connective tissues, the context for everything. And when somebody sees that primary text and it's what they've see on the landing page, then the primary text that got that click is more likely to get that person that goes to the landing page to hit the add-to-cart button. Continuity matters. Also, keep in mind that primary text shows up to 125 characters before the see more appears. And above the fold
36:10 matters most. But what's also really important here, quick fun hack, is that you can think of your primary text as the conversation. The stuff that shows above the see more can be the hello, and what happens below the see more can be the close. If there are really important details that you think somebody needs to see because that's what's going to get them to be interested and go to your site, put it below the fold if it would potentially drive somebody away. This is the left right, right? This is the jab jab hook, right? This is what we really need to be focused on. And one of the things that I used to do ALL THE TIME BACK IN THE day is I would put a link to the Facebook group in the copy below the fold. So, when somebody would read it, they'd
36:56 be interested and see more, oh, hey look, I can join the Facebook group for free to meet other people. Very cool. In fact, this strategy has helped me build communities of over half a million people for brands before. And what's great is that communities sell products. And to be fair, that's all we're really doing here, anyway. So, don't be shy in making that primary text a conversation. Lastly, let's talk strategy. You want to maintain continuity with the creative and the landing page. The voice in our content should match the brand or the customer. What's important here is that when somebody sees your ads, it should sound like you. Or, it should sound like them. If it sounds like anybody else, it ain't going to do the job. It should sound like you if you are trying to be an authority. It should sound like them
37:44 as the customer if they're trying to see themself as somebody to buy from you. And the honest truth is, ads that do both, having one ad that does one job and one ad that does another, work very well together. Remember, it's not about finding the best ad, it's about finding a system that is stable, and scalable, and predictable, so that you can grow your business and see the success that you deserve. And remember, do not sell to yourself. It's the single biggest mistake everybody makes. Now, let's talk about writing copy with AI. AI can feel fake and is easy to identify if not done right. I want you to focus on the business goal of the meta ad that you're running. Use your other marketing efforts as a
38:29 source, and use the words of your customers and pages that convert. Now, I've built a tool that you can use free 24 hours a day, 7 days a week. The link is down in the description. It's on ChatGPT. It's called the 322 Method Ads Copywriter. And I've used this myself to build thousands of ads. And the brain behind the GPT is a whole bunch of ads from some of the best people in the business that have driven millions of dollars in sales. You don't need to be a good copywriter. I've basically gotten the world's best to do all the work for you for free. And in fact, I'm going to show you how it works right now. So, what you need to do is going to go to ChatGPT and scroll on down to explore GPTs, and type in 322, and that should bring up the 322 Method
39:16 Ads Copywriter from Disruptor School. And yeah, 10,000-plus positive reviews. Like, this thing works. And if you notice when this comes up, it'll give you a couple conversation starters. So, what we're going to do today is we're going to just start with your LP, and have a landing page be the source of our information. So, the LP we're going to use today is actually my community on school. This is Disruptor Academy. By the way, the way I've built this community is exclusively through the exact process that we're using today. And I'm going to share what the ad account looks like here in a little bit. And I've actually used this exact GPT and this exact process that I'm going to show you to write the ads
40:02 to get people to join the program. All right, that being said, let's keep going. So, I've copied the URL for this. I'm going to go back to chat GPT and we're going to pop in the URL. Boom. Now, it's going to ask us a couple of questions to make sure that we're on the same page and that it knows exactly what we're trying to do. Yeah, this is it. This is everything. Love it. Awesome. Please let me know which specific elements or aspects of Disruptor Academy you'd like to highlight in the ad copy. I want to talk about confidence and success. Awesome. Cuz that's really what we're trying to drive here. So, got it. We're going to focus on these. Now, it's referencing the website as well as those points that I really
40:48 want to highlight and it's giving us ad copy headlines to use. Now, out of all of these, which ones do I like the most? I like number one, turn confusion into confidence. That's fantastic. And I think another one of these that I enjoy is the meta ads finally made simple, success starts here. So, we're going to use this one and we're going to use that one. Fantastic. Now, what it's going to do is reference that website and all of the information that it has and it's going to build primary text for us to use. So, when we go to build ads using the 322 method, it's done all of the hard work for us. And if we look here, we've gotten our two headlines
41:33 that we like and it's giving us primary text variations and letting us know what these principles are based on. So, this one is pain solution success. This is authority and social proof. This is fast results. This is FOMO and scarcity and simple and direct. And it says, "Now, you need two primary texts to complete [clears throat] the 322 method ads. Pick your top two or let me know if you'd like another batch." Let's use authority and social proof plus simple and direct. You know, I'm not necessarily a hard sales kind of guy. So, that's really on brand for what we're doing. Now, it's building out the ads for us so that we can copy and paste our way to success. And that's really what it's all about.
42:18 Plus, it's also letting us know that we can use three different creatives, test them in the ad campaign to see what converts best and optimize based on performance. It also says, "Hey, by the way, if you need to know more, there's a link here to a YouTube video so you can learn more about the 322 ad." Which, hey, go ahead and use this, click there if you want. And also, there's a link to sign up for our newsletter or join the academy. This is great. Thank you. That will work. Did we say that we're going to delve into something? NO, THERE ARE NONE OF THE KEYWORDS HERE. There's no crazy use of emojis or any of that other nonsense because it's using real-world best-in-class copywriters as the source data. And it's going to make copy that sounds
43:05 like our website because it's using that as the language profile and that's how this all works. All right, now that we have our copy and we know what kind of content we should be focusing on, it's time to create a broad retargeting campaign. First, I want you to go to the business manager, click on the create button, select the sales objective, and choose manual. From there, we can set up our ad set by selecting the conversion location, selecting our data set, which is our pixel. We also can select the conversion event, which is probably going to be purchase but might also be lead. We want to choose original audience, not the advantage audience, and then add the seed audiences from stage one, the things that we built our lookalikes off
43:52 of. So, if you're noticing, basically what we're doing is saying, "Take the seed audience, build lookalikes of that seed audience, use that to promote our content to grow our seed audience, and then sell to that seed audience." It's a compounding flywheel of growth. That's how this is all going to start working. And I hope it's really starting to click for you because it really is just this easy. So, step number two is we want to add three 322 ads. So, first, what is a 322 ad? It's a structured way to build high-performing meta ads by leveraging meta's machine learning to optimize creative elements effectively. They consist of three creatives, two headlines, and two primary texts. And I want you to focus on concepts so that
44:38 all ads have congruency. And why should we use 322 ads? Because they rely on science and data instead of luck. These ads optimize for the best combination and it speeds up creative testing and reduces false positives. It scales efficiently and eliminates ad fatigue. Now, if you want to know more about the 322 ads, I'm going to link another video in the description down below. This is the single best ad you can run on Facebook. I've been running them for years. The best people in the world, this is the platform they use and you don't need to work any harder than that to be successful. Now, I promised that I was going to show you my ad account. So, let's get to it. I'm going to share my screen right now and we're
45:23 going to walk through the impact that this has been able to have on me growing my business and every single step of the way that I just showed you is what I'm doing. And this is how powerful it can be. So, we're about $6,300 so far into this. And if we look down to the breakdown by week, we can see that I started promoting my content towards the end of October. All right, and then I've been promoting it at roughly a couple hundred bucks max a week. Not backbreaking, between 20 and 30 dollars a day, which I've scaled up because things have worked for me. This is my engagement campaign, everything that we talked about. So, now let's take a look at what happened in the first 30 days of this conversion
46:10 campaign. We went from 139 to 305, 485, 1,250, and then nearly $600 in just a couple of days. Which, obviously, is going to outpace that. Now, what we notice here, according to our 4 PI analysis, is that our frequency went up and then kind of leveled off. Awesome, even though we tripled the budget. And our CPMs did get a little bit higher. That's okay. Well, look, we're selling an info product and we're running static creative to an audience that is small. I don't expect $8 CPMs. But, our cost per result more or less pegged. In this last little bit, it looked bad, I'll tell you. You never trust the last couple of days when
46:55 doing this last 30-day analysis because it always gives completely out of whack. And remember that your Facebook ads are not the only source of revenue and attribution is not 100% accurate nor is it inclusive of all the money you make. So, what matters here at the end of the day, it cost me $66 to make a sale and my GPT on that was $94. Basically, because I had a couple people spend a lot of money. But, more importantly, if you look at these numbers, these are healthy. These are good. This is how it works. Because I've built an audience around some singular version of what they should expect. When they get more than they've paid for, they're ready to come back for more. That's what
47:40 this is about. I have a full business built around giving my audience what they want. And I have defined what that expectation should be by my content. Which is why an otherwise really ugly ad crushes. Now, do you want to see what that ad looks like that has delivered me nearly a 10x return in the first 30 days? So, if we go in here, you'll notice it's basically all this one. So, let's dive into here. We're going to go to here. I had to change this ad because we changed the pricing. So, you know, that's fun. But, this is basically the ad. Let me show you. Lock in before the price doubles. Right? Nothing fancy, nothing special. And this
48:26 is the creative. It doesn't even fit perfectly on the screen. Quite literally, what I did is I took a picture with my phone of what it looked like on my laptop and I tweeted it out and I took a screenshot of it. If you're following me and you didn't know this offer existed, this ad lets you know. I fully expect this to be a million-dollar business by the end of the year. There's no reason why I can't make this work. And this is how it works. Now, my process, school pays me out every Wednesday. So, I take 30% of that revenue, divide it by seven, that's my new daily budget. That's how this works. If you're ready to go even deeper, take one more step down this rabbit hole, I made another video for you. It's right there.
49:13 And I think you're going to love it. I spent a lot of time and attention on this one and I am super proud of it. So, check it out and until next time, I'll see you on the internet. Bye.
