How We re Reaching New Audiences On Meta

All right, creative clone. A lot of brands are still running the same playbook from 2019 and wondering why their performance won't scale. They're shouting into the same crowded feed, hoping the algorithm magically blesses them with results. Spoiler alert, it won't.

Our next speaker is here to show you a better way. He's the head of paid marketing at Reach Digital, an agency that's helping brands break out of recycled audiences and actually find net new customers that convert. He's about to share the strategy behind how they're expanding reach, cutting through the noise, and scaling efficiently. One of the most competitive ad platforms in the world.

So, if you're ready to stop competing for the same eyeballs and start finding fresh ones, join me in giving a huge creative con welcome to Rahul Asar. Hey everyone. Uh, super excited to have everyone here today to talk about something that has been a very common talk track across the e-commerce industry. Something everyone's probably scratching their heads on, and that is how we're actually reaching new audiences on Meta.

So, today we're actually going to be walking through a couple of things. First is how to actually measure incremental reach. Um, spot the early warning signs and also diagnose if you're actually even having this problem. Secondly is actually walk through the strategic framework that we're using to create ads to actually go after these new audiences.

And the last way is like how do we actually distribute a lot of these creatives? Is it a specific account structure? Is it uh combining purchase events along with other optimization events? what are we actually doing to get uh a lot of this net new creative out and how are we actually reaching these new audiences.

So before we dive into that, who am I? Who is this guy? So I am currently head of paid marketing at Beach Digital. We work with a bunch of 7 to9 figure e-commerce brands.

Uh and our sole goal obviously is to grow them profitably. So we work with brands that are spending anywhere from 50,000 a day um to 5,000 a day on Meta. um everything around media buying, ad creative, landing page, growth strategy, you name it. Um across the whole board.

Um and then also prior to the agency experience, I've also owned my own businesses. Um I've had fortunately enough two exits and I use the eword entrepreneur and operator. So I've kind of had full experience across the board when it comes to running a business um operations, supply chain, you name it. but across the whole board um and navigated to the agency side to really just help other brands scale it out during this time period.

Also fortunate enough um to launch two brands in the last two years. Um one is in the fitness space so kind of health and wellness and the other one is guess what a gummy brand. Um so a few know about this we just launched it very recently but u going to look at slowly scaling that out and making it more public. Cool.

So, let's go into the current state of where we're at. Let's talk about the reality check. So, the old system was pre- Andromeda where it was more of a king of the hill uh perception. So, Ma would quickly identify the the best performing ad and it would dump all your your creative budget essentially into that one winner.

And how we would go about, you know, essentially iterating or growing that creative spend was through hook testing. So, we would consistently say, "Hey, this creative of, let's just say we're selling cups or we're like a fitness uh we're selling like fitness programs. This creative about like how to lose weight under for men under 25 is working really well. Let's take the same or same creative and change the hook." And that's how we would iterate on winners.

And Ma would say, "Okay, great. Let's continue to allocate spend towards this new bucket of winning creatives and let's continue to spend horizontally, not really ver vertically. You would still be able to scale spend, but you won't be able to actually scale the creative type. Now, the new system, which is Andromeda, is quote unquote the matchmaker, right?

So, it's built to built to handle a large volume of ad spend upload or ad uploads daily. Um, and instead of crowning one winner, we're actually actively seeking out different micro audiences for each concept. So, let's say again, let's take this fitness person example. We build out subniches inside of this fitness category based on specific audiences that we want to talk to and really get to know them.

Really talk about what's happening in their day, how we're actually actively solving those problems during their day rather than being so broad and having these blanket statements and making iteration hooks. So it essentially takes your entire creative portfolio and it matches it to specific audiences based on your ads. So instead of the whole shotgun approach where it's like spray and prey, we're still, you know, the volume is still there. We're still spraying, but we're actually a little bit more strategic with who we're talking to.

So it's almost like a sniper approach in combination with your shotgun. So your shotgun is, hey, I want to talk to a a wide variety of people, but now I also want to snipe in on those specific people and talk to each individual. And now the algorithm literally needs conceptually diverse creatives in order to function or even to get some type of spend. So let's say we're launching a creative again fitness related.

We have uh two men in the same shot, two headlines and same background. Now in order for meta to count it as a visually differentiated creative, we need to have the backgrounds to be totally different. So the visual background needs to be different. You can't have same product or person placement in the same frame.

Otherwise, media will count it as one asset. It will not count it as a differentiated asset. And that's where a lot of a lot of brands go wrong is they'll go ahead and still carry on with this hook iteration methodology. And that ends up getting them to almost waste ad spend.

ad at a certain scale or a certain budget. If you're uploading 30, 40 ads a week or let's even say 15 ads a week and you've got a lot of these hook iteration uh creators, whether your images look the same or your videos are taken in the first 3 seconds and making a hook iteration, it's going to go to the same person. You need to avoid doing that. Now you need visually differentiated images and visually differentiated video hooks in order to talk to a different person or is going to send your traffic to that same person.

Now let's go into the impact. So over here we've got two graphs of an example is a little bit zoomed in here. Um but essentially the graph on the left is your reach by your new reach increase. So this example shows month over month what for this specific account what the reach was during Andromeda.

You'll notice a slight dip and then a gradual increase and it's fluctuates around that 5 to 10% uh percentage of net new reach. When we explicitly started working with them and noticed okay great they aren't launching visually different creative and they aren't really focusing on talking to different audiences. That's when we made the immediate change and we're actually able to see a massive growth on net new reach. So you'll see here we went from a minus 6% to 52% month overmonth.

Again, this is not going to be consistent for the whole time, but it was a massive increase because this wasn't happening on the account before. This was something that they weren't explicitly doing. So what we did is again, if we take this fitness example, we broke it down. We did some persona research and we were able to figure out who do we actually want to talk to.

Do we want to talk to a mom who's 30, who's struggling to get into fitness and is not as confident and wants to get back into it? Great. Let's talk to her. Because our creatives to her are going to be different to the student who's actually joining a gym, maybe is broke, maybe doesn't know what he's doing and just wants to lift weights, but doesn't know the strategic method to actually focusing on upper body versus lower body, right?

So we did the same principle of just focusing on personas going after those individuals who make those uh who we can explicitly talk to for those creatives and then launching those creators in a strategic way where we can do both a volume and also uh qualitatively be very different on the meta algorithm. The graph on the right shows very something very similar where we've got new reach as a bar graph and then we've got spend uh as as essentially the Y. Uh so in this graph what we're seeing here is spent gradually increases as we both increase creative volume and also creative diversity. So you're able to naturally get this hockey stick growth and then eventually once you get that hockey stick growth it will slowly start to tailor out.

And what you want to aim for here is once you get that hockey stick growth and you're able to see a lot of net new reach, you want to aim for minimum 5 to 10% growth month over month or net new reach. If it dips below that, you're kind of going below the average of what most brands aim for and then it becomes a difficult curve to kind of like break out of. So if you go below it, then it's like, okay, we might need to review our customer research again. We might need to check where are we actually slipping up and how do we actually double down on finding specific personas to go after again and talk to.

Cool. So, how do we actually measure this? This is the common issue with a lot of brands have that is um is how do we actually know this is a problem for us? And if we know it's a problem, okay, what are the what are the best tools to measure this?

One, if you have a meta rep, they can actually pull this for you. If you do not have a meta rep, the easiest way is to pull your total reach on the campaign level. So, step one would be, okay, great. You need to sp pull three specific numbers from your ad account.

So, you need to take total reach from day one of your ad account until today. So, it's like quote unquote maximum view. So, this might take some time to build out, but chances are you can someone on the team can do it. Get a VA, whatever the easiest approach is.

Then you want the custom reach which is your total reach from day one until 7 days ago, right? And then you'll get your weekly reach from that. So your reach from the last 7 days only and then your weekly spend from the last 7 days. And what you'll do is you'll input it in the first graph above and both in the and and also in the second graph at the bottom.

Those are two separate graphs you can have. So once you've uploaded all that data, you'll now be able to calculate your net new reach which is highlighted in the yellow columns. So your net new reach essentially is your maximum reach minus the custom reach which you had which was from day 1 till 7 days ago. So once you've got that you'll now also be able to calculate percentage of net new reach per month or per week.

So you can go net new reach divided by your total weekly reach and multiply that by 100. So how you want to track this is you want to understand okay what's my net new reach over this time period until today um and how that fluctuates month over month. Again, this graph at the bottom will help you do that. So, you just have to schedule out your start dates, your end dates, your reach for these for these moments.

And essentially, you'll be calculating reach per month and what's the incremental reach that you have that grows over the month. And then you also want to tally your spend for each of those months. So, you can see, okay, as spend increase, am I actually in am I actually reaching more people? If I'm increasing spend and I'm not reaching more people, then we have an issue.

then it's probably okay incrementally I'm not actually not finding new people and I'm actually circling that same audience of people and meta is actually going to penalize me for that. So that means, okay, I do have an incremental reach problem and I probably need more diverse creative. So that's kind of your answer, right? So I would I would look at setting this up this week if you're not already doing this.

Build it into your existing um existing cadence of making sure you track this incremental reach um every week. Especially if you're 8 to nine figure brand, you need to be making sure someone is on top of this and constantly tracking this all the time. We track it on a weekly so that we can see how we trend on a weekly basis. Especially when we launch new marketing initiatives, it's always good to do this when we launch partnership ads.

Great to track this as well. Um, and that way on a graph you can plot specific initiatives based on what you're actually launching in your marketing calendar. Cool. So now we know the problem with Andromeda.

We know how to measure incremental reach. So now becomes the question, how do we actually systematically create truly different concepts? Not just random ideas, but strategic diversity. And that's where this framework comes into place.

So this goes back to traditional marketing. What's your persona? So who are you talking to? What awareness level are they at?

and what desires do they have in as as a consumer. So this simple framework helps you build ads by mixing and matching these components. So instead of brainstorming random hooks or concepts, going after your threes three reasons why some random organic concept, you want to be a little bit more intentional with who you're actually talking to, what they actually want and where they are in their buying journey or even if in their problem aware journey. And by combining this, you get different ad concepts that gives the meta algorithm exactly what it needs.

So, how I like to treat this is when I've got a bunch of personas, I essentially treat them as as different TAM unlocks. So, you want to treat, let's say, if we go back to this fitness example, you want to treat them as, let's say, each each person I have. like broke 18-year-old uh 30-year-old mom, busy 40-year-old man. You treat each of these as TAM unlocks.

So, essentially like spend unlocks. So, every time I unlock a persona, that's a certain amount of spend that I can spend on the platform. And then same for the next segment, it's another spend. So, let's say the 18-year-old gives us 5k a day of spend.

Now, if I layer on another persona, I can chances are I can scale even further. both vertically and horizontally. And that would give me an additional 2 to 3K. So you're essentially compounding all these personas to get you incremental spend to one both hit new audiences and two also grow the account at a more sustainable CPA.

Now let's dive a little bit further. So let's break down each of these variables. The first one is persona. Now majority of people actually know this, but they actually don't implement this.

So when we say persona, we're not talking to a broad, you know, woman 25 to 44. That's really not specific enough. And Meta wants you to go specific. They want you to really snipe in here and hone in on who you're actually talking to.

So we need to think about their life situation, their specific pain points in their life. And again, if we continue to use this fitness coach example, persona A on the left, mom in the 30s feels like she's lost her identity. um struggles to find time for herself and maybe hasn't worked out in years. Now, if we take that persona, we can build ad concepts around that one persona.

We can talk about confidence. We can talk about timing and price being an issue. And we talk we can talk about timing and actually availability of that time that hey don't have enough time to work out. Maybe this fitness coach can provide online sessions.

Maybe we can talk about ad concepts where you can do at home workouts and then you can come into the gym. Or maybe we can advertise that, hey, at our gym we have like a daycare as well. Like there's so many different ways we can talk to that one persona and just keep honing in on the amount of problems that they have and then address it directly with our solution, which is what the fitness coach does. Persona B is a busy male professional in his 40s.

And then persona C, again, the the broke college student who is living on instant noodles and energy drinks. Now, if we speak to each of these personas, the ads aren't going to be the same. We know that. Everyone here knows that.

And it's important to break these down in different ways so that your diversity now is actually speaking to different audiences rather than to different hooks in your videos, right? Because how we traditionally do it or how it's been done in the last couple of years is, hey, this video is working. change the hook, it's going to go to a new new person. That doesn't happen anymore.

And that's probably why majority of the brands are actually struggling this year is because hook iterations doesn't work. I would just get iterations out of your your vocab for now. I would just make sure it's like you can say iteration, but say concept iteration or say like persona iteration, right? But really what you want to do is build out your personas and then talk to those people.

So you have the same product, completely different people. And that's where you're going to get a lot of this diversity. Now, on to desire. So, the second variable.

So, what does a specific persona truly want? Right? And I don't mean, hey, they want to lose weight. I mean, what transformation are they actually buying?

People consistently buy products. Sorry, consistently buy transformations and not products. Um so that's what all these different ads and different hooks it's important that we actually speak to each individual decide. So we need to tap into like a core motivation that they have and these falls into like specific buckets.

So there's wealth, there's health, relationships and status. So again if we stick with this um if we stick with the fitness coach example, there are three different desires that kind of stick with this persona. Um so health, I want more energy to play with my kids and stop feeling tired all the time. This is a great one.

This sticks out really, really well for a lot of health and wellness companies. It's something where it incorporates time, incorporates relationship, uh, and it incorporates health into almost like the same bucket, right? And it talks to a lot of people because this is a common pain point. If you run a post-purchase survey and you consistently ask like, "Hey, why did you purchase from us?" Chances are people, if you're a health and wellness brand or a fitness brand, they're going to say, "Hey, I want to lose weight because of XY Z." Right?

So that's like another good way to get an understanding of what your customers want is by consistently quizzing them. Then we've got desire, why relationship and status. I want to feel a little bit more confident, attractive in my clothes for date night. Same.

We want the same product. We want to lose weight. But how we get there is different for each person. Not everyone wants to lose weight and that's it, right?

Everyone's got an intention with what they want to do with your product and it's your job to fill that. Right? And then we've got desire Z which is health and performance. I want to run 5K without stopping.

I fit in that bucket, right? I want to be able to run for a very long time and I want to have a consistent amount of energy at the end of that run. So I would fit more in desire Z versus the first two buckets. Don't have kids and you know I feel relatively all right in my clothes.

Right? So you need to speak to again each person at a different stage in their life. And again that's going to continue to help with uh diversity of the creative. And now the last variable is like similar to what I was just talking about before is the awareness level.

Where are they on the awareness spectrum, you know, cuz this is how it this is this determines how you're going to actually communicate with them. If they're unaware, they actually don't even realize their constant tiredness is a fixable problem. So a lot of people are actually in the unaware and the problemaware bucket and that's where you want to spend majority of your time. Your ad needs to educate them that the problem actually actually exists.

So a lot of brands I see do um especially in the health and wellness. Let's say you've got like it's like a shampoo brand or some other specific brand that's you know hair care health and wellness. They talk about a specific ingredient or a specific problem for at least 40 seconds. I've seen some ads recently that are like 2 to 3 minutes long where it's like the problem you talk about the problem for 40 seconds and what that does is it qualifies this new audience and meta eventually starts going after new people instead of that same group of people that you're constantly around.

Again, this is basics of advertising, but it's just something we've just missed out on because of all all this Tik Tok Shopification that's happened where it's like we want quick instant wins. We want a 15-second creative, 15 to 30 second direct response. It gets straight to the point product is shown in frame. You know, that sort of stuff doesn't really work as much or at least at scale, right?

you'll see the product and frame creative work, but that probably is more suited for most aware or product aare customers. And if you're if your creative diversity, if you pull up your ad library right now and 80% of your creative shows the product in the first 5 seconds, problem, you know, the reality is you're probably in a in a bad situation. You really need some more creative that's more problem aare and, you know, just unaware. completely don't know that this was this was even a a solution or or a problem to start with.

Um again to towards you know the bottom half of this the the messaging is also completely different at each stage and that's why you should have like a five layer funnel split with how you actually do your creative management. So how we actually look at creative portfolios for a lot of our clients is we will spend 50% plus on the back half. So in the cold audience section. So, we want to make more problem aware, more unaware creative so that we're essentially we keep doing prospecting on Meta and also other channels that we're on so that we're consistently growing this quote unquote funnel of new people that are coming into our ecosystem of our of our brand, right?

And then we have more more aware and product aware creators which are yes it says you know discount deals and product and price but mostly featuring the product in the frame of the first 3 to 10 seconds right so that's how I would build out your portfolio is hey look at where we are in terms of reach look at where we are in terms of our creative volume per week how much of that creative volume is showing the product in the frame how much isn't what are the scripts for those are they talking to people that already know about, you know, our clothing or our fitness apparel or whatever it is. Or are they actually not even sure about that, hey, you guys actually need to lose weight because of XY Z or because you don't have enough time to allocate it towards it and this is why your weight you're increasing weight. So I would build it that way and then you'll slowly understand that okay I need to have maybe 70% of my creatives going towards problem aware or unaware and then the rest of the 30% is my maybe my quote unquote money makers and they actually do a lot of um they show a lot of products in frame and it's more middle of funnel and bottom of funnel work. Cool.

Now we go into the volume and quality. Now this is a common question both on my weekly calls with clients, monthly calls, you name it. Everyone is asking the same question. I how many ads do I have to make?

I have I know I have to make volume of of ads but how many do I have to actually make? Right? So where we see the sweet spot is is closer to 8 to 15 truly different ad concepts per campaign. Now, on the right hand side, I've got a I've got uh an example of a screenshot of just like a dummy brand where we have a bunch of different concepts layered out by spend and also by different concept ideas.

So, shows both uh the eight groups and these are across two campaigns or actually just one campaign on an ad account. And you'll see the volume differentiates per concept. Now this this can be because um for example if we look at number one longevity longevity would be a top performer for a very long time. But let's say we want another top performer to come into play.

We'll increase the amount of volume for that specific concept because we're trying to get it into a top performer so we can have spend expansion. Right? Again, like I mentioned before, I used each of these concepts as spend expansions and TAM expansions so we can grow the brand more sustainably because the goal is to have 8 to 10 concepts that can spend, you know, six figures per month, right? That's how you build a million dollars a month in ad budget is by having separate buckets that are able to spend a good amount um per month.

Again, if you have more than 15, more than 10, whatever the case is, it doesn't matter too much. It just mostly depends on your budget, right? If I'm going zero to one or if I'm less, if I'm spending like, you know, let's say 30 to 40k per month on spend, I would not be focusing on 10 different concepts. I would figure out three concepts based on people who purchase the most from me.

So, a very simple way to do this is going onto Reddit. Go on to Reddit, do your Google search, find personas, and even look at look at your Amazon reviews of people who are commonly buying from you and what are the traits across that. Is it longevity? I want to live a longer time because I think your food and your fitness program is going to be really helpful for me and I want to increase my my lifespan.

Is it digestion? I'm having like digestive issues. Uh, so I'm I'm purchasing your products so that you know I'm able to actually um digest my food properly. I'm able to actually work out properly.

So the whole system works works great for me. Or am I quite picky with my food? Am I I really don't like this one and I prefer this one. So you need to find out everything about your customer.

Do your research. Reddit easy way. It's a gold mine off this. You can search your industry, a specific problem in your industry or even like a product in your industry and just type Reddit and you'll find a bunch of forums.

Copy paste that, put it into ChatGpt or Claude, build out a bunch of templates, find three really good personas that you can talk to and then build ads talking to those personas. That's all you need to do. And then from there, you'll naturally naturally see creative diversification both visually and, you know, messaging wise. And then you'll also see a spend expansion happen because now you're actually talking to individuals rather than the whole mass market, right?

Not everyone wants your product, but everyone wants your SP product if you can fit it into their day, right? So that's how I would I would structure a lot of your volume and quality is start from ground, build the right structure around personas and then from there uh take it to the next level. Another important thing on how to increase incremental reach is punishment. This is a brilliant way and a very very lowhanging fruit for a lot of brands spending six figures plus a month is whitelisting.

So this is essentially whitelisting and partnership ads is the same thing. And if you look on the right there you'll see a creator handle followed by the brand name or you can have creator handle alone. where we found the most impact is having creator handle along with the brand. Uh again, it's very different account by account.

Um and it's something I would act actively recommend to test is to test this out and make sure uh which one is most impactful for you on a CPA basis and then from there you can just double down. Right? So let's walk into what actually is punish before we get into specifics. So the traditional ad limitation is when you run ads from a brand it's you know the Mid's algorithm is going to again continually talk about the brand messaging and go around that same group of audience of people.

Customers are going to see you know hey this is the third time I'm seeing a brand creative I'm really not resonating either with the creative or the brand or something is wrong u and I consistently see this creative over and over again. I'm not going to convert but the partnership ad is where the unlock comes. Maybe there is a creator they follow. Maybe they see a creative that looks very organic on their feed and it doesn't come from a brand profile.

That's where the conversion happens and that's where the signal happens to Meta that hey this is actually going to more people. This is going to more net new people and we're able to expand our reach through this. So Meta is actively looking to push this on a lot of their both their algorithm and onto a lot of fast growing brands. from the portfolio of clients we have available 70 plus accounts we see at least 20% of the total budget is going towards partnership now it doesn't have to be very complicated and there's a very easy way to execute this right so how I would do it if I was running my own brand um or for a lot of the recommendations we make to clients is start with the founder if you're making founder creators already get the founders whitelisting whitelisting account or get them to create one and immediately whitelist some of the top performing creators straight onto the account.

The delivery of of the algorithm from partnership ads will be different and you will most likely go to a much different audience in comparison to coming from the brand page. That is one easy way to immediately action on this. The second way is if you have ambassadors or affiliates or already available in the brand, send product out to them. you know, a refreshed product set, whatever it is.

Get them to make content, post it on organic, or just get the video, run that on white listing. Again, you're going to get more incremental reach just by doing that because it's super low hanging fruit. It's much more different profiles. You'll have like, you know, some of our clients have like 20 partners that are running white listing ads from, right?

And it's just like a not not a spray and prey, but it's a spray of different talk tracks because now you have like different micro voices talking about the same product but in different ways and how it applies to their life, right? And the way to actually brief a lot of these ambassadors and creators is simply, hey, I'm just going to give you three bullet points. talk about why you like this product, why you bought it, so they didn't buy it, what they appreciated the most, how it helped them in their specific life. Now, when you say in their specific life, it encourages the creators to talk about more specific nuances that you would have never discovered, right?

Maybe a creator uses a specific makeup brush a different way to how other creators do and that's where you get the audience unlock is because now they talk in such a niche way that they almost find their own micro audience and they automatically start to get spend in that direction because it was something that was just never talked about. You never actively talk to that audience. you never talked to that subset of group but now you are and you start to expand spin there and it's another creative learning you can get and again you can start talking to your uh you can start building concepts and personas around that specific audience now the last thing I would recommend here is okay I don't have a founder ad I'm confident in front of camera I don't have ambassadors affiliates what do I do next seed your product seed your product to a bunch of micro influencers I'm talking influencers is below 10,000 followers, right? So, let's say I am again a fitness brand.

I find a bunch of gym influencers or influencers looking to make content around fitness that I think one make good content. They don't have to be having amazing engagement, amazing views, but they just make really good creative. Two, they are less than 10,000 followers. Chances are, one, they'll have less ego.

Two, they won't be expensive and will be happy for the recognition of free product. And three, I can build a long-term partnership with them. So, as they grow, we grow. Vice versa, right?

So, I would build a collection of these influencers or uh affiliates, whatever you want to call them. And I would start DMing 20 a day. It's all about volume because if you think about how many you're DMing per day, 10 of them might open it, five of them might respond, two of them might approve it. And what you want to pitch to them is very, very important.

Now, you want to say, I want to seed my product. I want to give you the product for free. I'm looking to build a long-term partnership. A lot of the influencers now will say, "Hey, I'll do a video and I'll whitelist a creative for $300 a month." I don't want that.

I want to pay you $1,000 a month. Tell me how to pay you $1,000 a month. Majority of the people won't actually have an answer for that. What you pitch now is okay I will give you a percentage of my marketing budget for a video and a testimonial maybe continuous video content and all you have to do is just post about the brand either you don't you don't have to post on your feed but you have to give me content so I can upload that and I'll give you 5% 10% of my marketing budget and that way what it lets you do is it lets you control the lever of amount of spend that goes towards these creators and it also gives you more diverse creatives at a large volume, right?

So, you get that volume, you get that quality because you're doing the quality control. You also get to understand, okay, how much am I pacing for the budget of, you know, to to to these specific creators? Am I going to be spending 10K a month on these creators? Chances are that's fine cuz I'm making $100,000.

If your business is not set up for that, then that's a business question, right? But you can also adjust how much you spend to these creators. You can give them 5%, you can make it tier based. Get creative because you need to look at it from the other side of the view, right?

You need to look it from their shoes. It's like why should I give you access to my IG account? It almost feels quite personal, right? So, you need to get them bought in that, hey, I want you air every month.

I want to hop on a call with you fortnightly because I want to grow this partnership out even further, right? So, those are kind of like the recommendations. Think of this like your brand has been knocking on the same doors consistently with the brand page and partnership ads kind of gives you the keys to like these different doors that you never got access to. And then the last part here is the account structure.

Now the account structure has changed a lot. So the old way is we look at each individual ad's rorowaz. If an ad is below target, kill it immediately. focus on finding the next winner which is what you'll see on this on this uh screenshot on the right.

And now the new way is okay we are actually going to judge the overall entire campaign's health and return on ad spin on a campaign or an adset level because that's how that's how you understand that all your ads are working together as a portfolio rather than segmenting each ad and saying each ad is its own person. Right? So, what's actually happening now is the algorithm is essentially allocating spend to each specific creative. And you'll notice the creative, even if you pull up your dashboard now, the creative that is spending the most on your ad account, chances are, yes, they have the most spent, but they might not be the most efficient in your adset or your campaign.

And the reason why is that first creative does a lot of prospecting for you. It's essentially taking all the hits. It's sending out all the impressions. And then second, third, fourth, all those below are kind of doing, okay, second touch point, third touch point.

And they're playing to different parts of this marketing mix and marketing funnel. Which is why it's important that hey, don't judge your your performance on the ad level, but judge it on an adset or a campaign level because chances are you're going to see much more efficiency if you do so because your account CPA might be, for example, $300, but your top performing ad might be $400 CPA. But if it's driving majority of the spend and the majority of the awareness, you need to make sure you keep that on because if you turn that off, you'll notice the spend gets uh diversified across other creatives and you'll notice your CPA on the adset or the account start to go in the wrong direction. So my main recommendation when I look at a lot of the structure is continue to do your main regular structure whether it's testing, CBO testing.

Treat these as shells and then you need to look at okay how is my ad spend actually getting uh sent across all of these ads. How we set it up is we have a CBO, we have minimum spends per ad set and then inside of that we want to maximize inside of each ad set we have a concept that we're going for and we want to maximize the volume of ads per concept. So we will in situations we have 50 creatives inside of an adset. Our goal is to is volume and quality across each concept.

So we won't launch three ads, five ads per per adset. We'll launch we'll fill it up, right? And what this does is yes, you'll have 20 creatives that don't get spent. I'm not worried about that.

I'm worried about the creatives that do get spend because if it's not efficient, if it's not performing, there's a problem. But if it is, there's no harm done, right? There is the whole learning limited thing, learning phase. Yes, there is some element it provides to like the algorithm, but if you're hitting your CPA, you're hitting your volume targets, that stuff doesn't really matter.

We have an adset that spent $500,000 in the last 30 days, that's in Learning Limited. So, uh there is actually no real evidence or correlation between Learning Limited and your account CPA or your account performance. So again, I'll walk through the structure again. It's CBO split by concept on the adset level, a minimum spend on these adsets to kind of give it a little push in the right direction, and then you maximize the amount of ads per adset or content based.

Again, you want to treat your ad account structure, your ads almost like a sports team, right? Not every player scores every single game, but they all play a specific role. And the same applies with your ad portfolio. And that's everything for today.

I really appreciate your time. I hope this was somewhat impactful and valuable to everyone here. If you have any questions, you can always reach out to me on Twitter, LinkedIn, or my Instagram. I'm probably most active on Twitter.

I'm not going to lie. Um, so please DM me, comment on a post. If I don't see your DMs, message me on LinkedIn. Always happy to chat more and answer any of your questions.

and um look forward to chatting with everyone. Cheers.