The BIG Mistake Facebook Advertisers Keep Making

0:00Facebook advertisers we need to have a little chat about ad copy about what you're including in your headlines and your primary text because I see a lot of advertisers being really lazy with their Facebook ad copy now and they are missing out on tons of leads and sales because of it okay so let me start by showing you what most advertisers are doing when it comes to writing creating um their ad copy so to do that I'm in one of our ad accounts I've actually gone into one of our campaigns that's advertising our done for you Facebook advertising services for my uh for my agency and I've grabbed one of the ads

0:30have gone into it and we're just going to scroll down to the uh the primary text section for this one um now obviously this is an ad that's actually live and running so we've written in you know primary text and let me just have a look at the top option this is something that that we've added in and that I'm happy with so it says want the best possible ad results without having to do all the work my specialist agency can create manage and optimize your ad campaigns for you and we have a track record of delivering outstanding results for our clients to find out more you can

0:52book a free call with us and then there's a link right so relatively short gets the points across Main benefits of having us do your ad campaigns for you like that good primary text I'm happy with that one and we've added in a bunch of other options here but what most people are doing is they're coming in and they're writing in something like that for their product or service and then they are just scrolling down and letting meta do the rest in terms of primary text options so they are rying on you can see here Advantage Plus creative text generation and then they might come in here and apply all text

1:21variations click certain ones and they don't really give it much thought they just think I just need to enter in a little bit information into one primary text and meta's AI will just do the rest of for me and they go ahead and select it and run with it now I want to be very clear here I am absolutely not against using meta's AI or any other AI tools to help write ad copy we do that all the time we're literally using vet's AI Google's AI chat gbt like every day when it comes to creating campaigns creating new ads and things like that but you can't be lazy with it you can't just

1:50come in tick enter in something that's not that great because you're not really planning on using it as a suggestion and then just go ahead and use all the options without giving it thought and I wanted to give you some examples here of of why you don't want to do that so based on the information that we've written in for our primary text here's what what one of the options that met has come up with here right enhance the efficiency and success of your advertising campaigns with our expert agency like it's okay but it's not great is it it's not as good as what we had in

2:20there it just it just sounds a little off you could use it would it get you the best possible results no let me scroll down a little bit further um I'm just going to highlight a few I'm not going to go through every single one cuz like I said some of them are good some of them not so this bottom one down here want to take your ad campaigns to the next level say goodbye to manual effort and hello to outstanding results book a free call with us today at the link now does that sound like primary text for a done for you bad is in my agency will

2:46run your ads for you or does that sound like a primary text instead for like a Consulting coaching style offer I'm not sure method doesn't often always have the context like the AI doesn't know exactly how you're positioning the offer and how it might compare to other offers that you have and therefore you need to distinguish between them in your ad copy and therefore they can create options like this where you just go that's not not quite right the other thing I wanted to mention about this example here is that we've entered in like four different options here we've given a lot of information we've run a lot of ads

3:19we've spent a lot of money within this ad account meta has a really good idea so these options that I've just highlighted whilst they're not perfect you don't just want to go ahead and use them especially not this bottom one I don't think that's right um for this ad specifically and the offer the done for you nature of the offer but we're getting options here that are pretty decent pretty good because meta has a lot of information a lot of data to use if you've got a relatively new ad account that is absolutely not going to be the case if you just enter in something that's half decent into the

3:47the top option and then let meta um create lot of suggestions they could be well off you have to go through and be the filter absolutely take a look at what meta's provided and take it change it when necessary decide no I'm not going to use that one yes I'm going to use that one um and that's a much better way to go about doing things okay so let me show you a different scenario that you might run into I've just jumped over to another ad of ours now this is actually advertising something different it's not our done for you services this is advertising our mentorship program um

4:15so obviously the copy and things a little bit different and I want to talk about headlines in this one as well so again I've selected one of the ads you can see the creative just sort of wittering away in the background um and then we're going to have a look at at the the text options the copy options right so if we scroll down to that section we come here so we've entered in one option here you know you can read through it if you want it's information about a MIP program right fairly simple straightforward and then meta has created some primary text options using their Ai and we've actually used a bunch

4:44of them we think they're great you know like this top one tired of wasting money on Facebook ads don't deliver will Mentor you daily to explode your Revenue limited spots available apply now and transform your ad game that's perfectly good primary text very happy to go ahead with that so like I said I wanted to provide a balanced stamp Point here so we just went ahead and ticked that and used that one same with the next one right tired of throwing money at Facebook ads without seeing results will Mentor you daily to explode your Revenue apply now and transform um your ad game so again a good one we're going to go

5:11ahead and use that so we've used three of the five primary text AI generated um options so there are absolute scenarios where you can just go ahead and use it then we scroll down to this headline section okay and this is where you as the advertiser having context around your ad around the offer who it's being adver TI 2 is so so important that's stuff that meta as AI systems for for creating copy creating headlines they can't have right they're just going to look at what works best in terms of across the board here they can't be like okay well there's nuances with your particular business and this particular

5:44offer and I'll explain what I mean so we've written in a bunch of options here and the best performer is this top one want me to Mentor you now why does that work because here we're advertising my menhip program the only people that are going to be interested in that that are going to want a book a call are people who already know who I am they've either already watched my content for a while they've seen lots and lots of ads pop up cuz we do a lot of um advertising on Facebook and Instagram unsurprisingly so they have like they know who I am so having a headline like want me to Mentor

6:12you can work really well for my ads for this offer it would not work well for other businesses or to cold audiences and that's why meta would never suggest something like that headline their AI is not going to do that because they're using options that work well across the board they they don't have the specific context of of my situation okay and actually if we have a look at the headline suggestions we haven't used any of them and I think a lot of them are not very good Okay so we've got here unlock Revenue growth with adms 365 so that's what we call a mhip program adms

6:43365 um but people don't know that that's not like a term that people are going to familiar with so including that in the headline is just pointless like it doesn't it doesn't matter they know who I am they don't know the name of the mentorship program when we're advertising um this offer okay we've got one down here unlock your business potential too broad we definitely need it to be more specific um either to me want me to Mentor you or you can see that the options we've got is like one to one Facebook ads mentorship meta ads mentorship that you know very specific descriptive headline so whereas with

7:13this ad metaz AI did a good job with the primary text and we use some of those options I don't think it did a very good job with um the headlines and therefore we didn't use it and it's never going to come up with headline options like want me to Mentor you that we know we can use because this ad is being put put in front of a warm audience and people who already recognize me so here's a third example ad and I wanted to highlight this one because um the issues that the automatically generated ad copy the AI generated ad copy um has thrown up are

7:43different to the previous two examples I wanted to to cover basis here because what you see might might be different just to explain a little bit of the context around this ad so this ad is advertising our Facebook ads Mastery uh program which is a school Community with course material and and and things along those lines and and lots of interaction from uh from me and my team and this offer is targeted at all different types of Facebook and instr advertisers but this ad specifically is aimed at people who are Freelancers or marketing agency owners that offer Facebook and Instagram ads as a service to their clients and

8:15the angle of this ad is sign up to Facebook ads Mastery learn how to produce better Facebook and Instagram ads that get better results for your clients therefore you'll retain your clients therefore you'll grow your business so that angle is quite different to another ad that we might have for Facebook ads Mastery offer where it's directly at business owners or people running ads for their own business like that ad's going to be quite different and again meta is not always going to have that context like the AI is not going to be able to know okay oh this ad is aimed at this section of the market therefore the messaging

8:44and the ad copy is going to be very different than if it's aimed at a different section of the market so just wanted to explain the context and let me give you an example of what we've written in and I'll compare it to the AI generated ones and why what we've written um is so much better okay so first primary text um I've condensed everything I've learned from spending 50 plus million on meta ads into one insane bundle just by the way as a quick side we created this um ad a long time ago and we've actually spent way more than 50 million um we looked in the last 180

9:10days alone just recently um we spent $28 million and I've had an agency for 9 years so we've spent well over 100 probably more but you know this has already been running so we're leaving it as is from starting at zero to generating over 200 million in revenue for over 2,000 clients again that number is going to be way higher we need to update them um and then we've got some testimonials in here some little little quotes James learned more in a week than anywhere else Robert shared this is the very first Community where I find valuable answers to my business abdulaziz said this video has some of

9:37the most valuable content I've ever seen when it comes to meta ads and that's just one of hundreds of training videos join today and get hundreds of Advanced Training videos behind the scene account audits weekly live training and q&as right so let's go down so that's one of the examples here and we've added in some other ones but let's go down and have a look at some of what meta has um has generated so we got this top one here boost meta ads game join our exclusive community over 450 like-minded advertisers there's actually over 800 people in there I don't know why meta's done 450 in there um and get access to

10:07Advanced Training behind the scenes account aits weekly live trainings and q&as monthly group sessions with me Ben Heath and more don't miss out on this game chaining opportunity for your business success okay so that's fine but why is it not as good as what we produce well firstly it's just one block it's not formatted nicely you can see in our examples we've got like the various points broken down right you know hundreds Advanced trainings behind the scenes we weekly live all that sort of stuff right so that's a big Advantage um to be able to format it just make the information more consumable the other big thing here if we go back up we

10:40haven't done this in all our primary text but we have in this top one is we've got here quotes testimonials from existing customers meta is obviously not going to have those and not going to be able to include those it would have to just make it up because it's you know AI generated ad copy here they're not going to be able to get that stuff in there but depending on what you're advertising that can make a huge difference to your results being able to include testimonials quotes um things that especially in Industries where there is skepticism like effectively we're selling like a school Community with a

11:08course there's a lot of skepticism around that we want to be able to demonstrate that you know that there are other people that are part of this that are getting great results that are really enjoying it um and that's really going to help us convert with this sort of offer so any industry where there is skepticism or people are you know it's a big decision they want to assess okay do these guys really know what they're doing have a look at others look at revie testimonials all that sort of stuff being able to include that in your ad copy is beneficial and meta AI stuff um is not going to do that so like I

11:36said absolutely use what Matter's generating here for you um the more data you have within your ad account the better it will get so if you've got a new ad account not many conversions not many campaigns run not many primary text headlines written by you it's not going to be as good the more more you add the better and better it's going to get but really see this as time saving as aose as opposed to a replacement for any need for input from you and I see a lot of Facebook advertisers make the mistake if they just you know they pop the link in meta grabs some information from the

12:07website it's based it on the stuff they've written in and they've just gone oh yeah that'll do that's fine that's fine that's fine that's fine and I think they are really missing out um on leads and sales because of it and it's it's just a little bit of extra effort you've gone to all this time and effort producing the the creative why not spend just that little bit of extra time on your headlines that little bit of extra time on your primary text it does make a difference and once you're able to improve your ad copy and your ads start flying you're going to want to scale and

12:34in this video I show you one of my favorite ways to scale Facebook ads a lot of Facebook advertisers get scaling completely wrong and it wrecks their results you have to do it the right way this video shows you how