# What's happening to Facebook Ads right now?

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=3ReT1bzLFhU
Duration: 29 min
Language: English
Words: 6346
Transcript page: https://viewrankai.com/tools/youtube-transcript/3ReT1bzLFhU

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[0:00] I'm hearing a lot of better advertisers complaining about results right now. And I think it's time we had a conversation about what's going on. For those who don't know me, I've spent more than $300 million on Facebook ads and Instagram ads over the past 13 years, and I have the largest personal brand in the Facebook ad space, so I think I'm well placed to comment on this. Let's get into it. This video is sponsored by

[0:19] HubSpot, more about them later. So, with this video, I'm going to start broad, and then I'm going to narrow down and get tactical. So, I think it's really important to be able to do both, to be able to understand both. Now, if you look at comments from Meta advertisers, you look at what people are saying, there's a lot of negativity

[0:34] towards the platform at the moment. People are saying that you can't get results running Facebook and Instagram ads now like you used to be able to, the platform is dying, etc., etc. Now, I think that I've been doing this so long that I have unrivaled perspective at this point to be able to to really look

[0:50] at this and understand what's going on. So, I've been running ads on the platform for 13, almost 14 years at this point. I've been a content creator for more than a decade. I started my YouTube channel at the end of 2015, and I've been making videos on Facebook advertising ever since, right? So, I've had tons of insight into where advertisers are at, what they're thinking, how they're feeling. I see the

[1:11] comments for a very, very long time. I've literally thousands of videos and seen many, many different iterations. Now, because I've gotten that perspective, I can tell you people have been saying that exact same thing, a small proportion of the advertiser community has been saying that exact same thing the entire time I've been doing this. In fact, before I got involved in Meta ads, I first started running Google ads in

[1:32] about 2008. People were saying it then about Google ads. They were like, "Ugh, can't get results like you used to. Platform's dead. You should have been advertising in 2002, 2005 when it was really easy." Which is hilarious, right? People were saying this about Meta ads in 2017, 2018 when it was way cheaper to advertise on Meta then than it is now. People will be saying this in 2036 and "Ugh, I can't get results anymore. I wish I was advertising back in 2026, 2027 when it was really easy. Like this is a narrative that just continues. I think it's very easy for someone like me to dismiss all of that, which is not what

[2:07] I'm going to do here, by the way. And to say, this has been going on forever, and people are just complaining because it's hard, because competitive. People always complain about hard things. They want it to be easy, when actually that's the opposite of what you should want, because if you lean into the hard, and you can do it, and your competitors won't do it, cuz no one else wants to do the hard, then that's where the value is, because you get competitive advantage, because you're doing it, and they're not. Anyway, mini rant aside there. It's just easy for me to dismiss it, but let's not do that here. Let's

[2:33] actually look at like what's going on, what is occurring, what are the truths, what are we what are we dealing with here? So, here's the truth. Meta ads is more expensive today than it used to be. I measure the cost of Meta advertising in CPMs. That's the typical metric used, so cost per thousand impressions, because your cost per conversion is so dependent on your ad creative, your offer, things

[2:53] like that. But CPMs are more constant. There's going to be a lot of variation between businesses, but there's more constant in that. CPMs have been increasing. Why? Firstly, inflation. Everything gets more expensive at the moment. Things get a lot more expensive a lot faster. Advertising is no exception. So, that's the first part. The second part is that the cost of advertising on Facebook and Instagram is dictated by advertiser demand and ad impression supply. Simple demand supply. Those of you understand sort of basic economics, the more demand you have, the higher the price. The more supply you have, the lower the price. These are forces that interact. How does that apply to

[3:26] Facebook and Instagram advertising? Well, there are more advertisers on the platform than ever before, and they are spending more money on the platform than ever before. That is advertiser demand. What supplies? Supplies ad impressions. Can Meta increase the supply of ad impressions to decrease the cost? Not really. Already billions of people use the platforms every day. Half of all the time spent on a smartphone is spent on a Meta app, Instagram, Facebook, WhatsApp, etc. Can

[3:52] they put more ads into each session? That'll be another way to increase ad impressions. Unlikely. They do too much of that, people are going to stop using the the platform, right? So, Meta will increase supply, but it's not going to be anything They're not going to double ad impression supply, are they? Like, they're going to be mostly mostly capped out by that. So, supply can't continue

[4:10] to increase, which would decrease price. Advertiser demand continues to increase, that causes an increase in CPM. Now, we do need to dig into that demand component a little bit, cuz that alone is telling. These businesses aren't just donating money to Mark Zuckerberg. Like, that's not what's happening here. The reason why advertising getting more expensive is because advertisers are getting results. So, they're telling other people, which brings more advertisers, and they're increasing their budget, spending more. You only do that if you're getting results. So, this narrative of like, "No one's getting results, the platform is dead." Well, that's clearly not the case, because we would see that reflected in the cost. If

[4:48] advertisers suddenly stopped getting results, they would leave en masse, they would reduce their budget, that would bring down CPMs, and make it less expensive. So, until I see that, like, I'm just not having it. Like, this narrative that platform is dead, no advertisers getting conversions, that's clearly nonsense, otherwise we would see it reflected in the CPM data. I know I've done a bit of a roundabout explanation there, but hopefully that is clear, given what I've just described there. And I mean, I can see it anecdotally, right? Like, for many years with my agency, the job was to convince people to run ads on Meta. Now,

[5:20] businesses come convinced. They know. They've heard the stories, they've seen like they've seen businesses do it. They're not trying to decide, "Should I or shouldn't I?" They're trying to decide when they're hiring an agency like mine today, "Should I work with you or someone else?" That's the that's the conversation. It's a very different conversation. So, what should we expect coming forward? We should expect Meta

[5:36] ads to continue to get more expensive. Now, there is a limit, which is good news. Like, if all of a sudden CPMs were $2,000 per 1,000 impressions, advertisers couldn't make that work profitably. So, there's only so high that can go before advertisers are like, "I just can't make this work." Then they would spend less, then they would leave, and the cost would come back down. Now, of course, the CPM equilibrium is probably going to be the average advertiser is slightly profitable. So, if you're worse than the average, or you demand higher profitability, then it's not going to work for you. If you are better than the

[6:10] average, likely to work really well, which is why it's so important to develop meta advertising as a skill. Because if the average is slightly profitable, which is normally where the equilibrium is going to going to match out, if it was worse than that, people would leave, cost would come down. If it was better than that, cost would rise, more people would join. Then you can be better, and you can enjoy, I say definitely, more profitability. So, it's going to increase, but not a huge amount, because there's only so much advertisers can

[6:37] afford to pay. But, there's two things to really think about that going forward with CPMs that I think are really important. Firstly, does it matter? Like, does it matter what your CPM is? Not really. What matters is your return on ad spend, or your cost per conversion. Now, people will say, "Oh, yeah, but the two are linked." To some extent they are, but as the platform has gotten more sophisticated, Meta is now able to do a better job of turning your prospects into customers. So, you can get the same amount of sales from fewer ad impressions. Now, that's exactly what Meta wants, because then they can charge

[7:09] more per CPM. They can get more money for the supply of ad impressions that they have. If you go back and look at historical data, what you may see is that your CPMs will be way, way lower, but your return on ad spend may not necessarily be much better. Like, if you look at data from a decade ago.

[7:24] Because the platform is now much better. You needed to advertise to more people back then to get the same number of leads, sales, etc. Platform is is more sophisticated. So, if CPMs continue to go up, but our ROAS remains the same, or our cost per conversion remains the same, not a problem. Now, of course, it may have an impact, but that's just the first thing to really be aware of. Like, I see a lot of advertisers say things like, "My CPM is this campaign is way too high. The other one's cheaper." It's like, "Well, hang on. Hang on. What's your ROAS? What's your cost per conversion?" Cuz it might be that this

[7:50] campaign here is being put in front of better quality prospects that are converting better or they're spending more. What CPM would you expect to advertise to only CEOs of Fortune 500 companies? Like, tens if not hundreds of thousands of dollars per thousand impressions? Because those people collectively will manage like probably trillions of budget

[8:08] in budget. Many, many billions at least. So, of course you should expect to pay a fortune to advertise to those people. High CPM doesn't equal bad and low CPM doesn't equal good cuz of the quality component. The second thing is, what are you going to do? So, CPMs are going up, right? So, you think, "Okay, well, I'm going to stop advertising." Where else

[8:24] are you going to go? Half of all advertising budget is spent on Google and Meta for a reason, and that's only increasing because there are so few viable alternatives. Also, do you think CPMs aren't increasing on the alternatives? Like, you jump over to Google. You think CPMs aren't increasing there? I'm going to advertise on TikTok or LinkedIn. You think CPMs aren't increasing there? Like, this is just what's happening across the board. So, at some point you have to accept it and go, "If I want to generate customers for my business, I'm going to have to operate within the constraints of one of these platforms that has all the

[8:54] attention, all the eyeballs, all the users. I'm going to have to make it work." So, I'm going to have to play the game. Otherwise, you're literally just giving up. Like I said, you're not going to go somewhere else where it's not happening, right? This is also what progress looks like. So, I talked about the platform getting better. That's why CPMs have increased, but advertisers are way better now. You should have seen the ads that people were running a decade ago. They were rubbish. They're way better now on average. That means that advertisers are more efficient with their advertising, which means they can spend more, which

[9:23] means the prices continue to increase. And that's like a pro- a process that's going to continue to to to go on. Part of the reason why that occurs is because people running ads today can learn from people that ran ads previously. So, you can take the lessons. There are more established best practices now. I've used this example before to help explain this, but I think you could take like the average 21-year-old that has spent 6 months watching YouTube videos on how to build a business here and there, you know, not like full-time, but like in and around the rest of their life. You could take that person and send them back

[9:55] [laughter] 300 years ago, and they would crush it amongst the competition. Because not necessarily because they're more talented than the people that were operating businesses then, but the people that were operating businesses then didn't have the benefit of the accumulated knowledge and wisdom that is readily available now. So, they That person could come back, and they would understand things like compounding that people wouldn't have understood. They would understand the the importance of of advertising headlines, of just advertising in general, of being able to reach people, of leverage. Like, there are basic principles that people understand now. That's That's what progress is. Sports teams of today would

[10:31] crush the equivalent sports teams of 20 years ago. Why? Because they built on what was learned previously. That's happening in advertising. That increases cost. That makes the competition harder. Doesn't mean the rewards for winning are any less valuable. If anything, they're they're the opposite. So, you can either decide to give up or to level up, become one of the best, and reap the rewards for doing so. One of the biggest mistakes I see advertisers make with Meta ads is not testing enough different creative angles. That's often because coming up with new concepts, hooks, and scripts every single week can be pretty time-consuming. To help with this,

[11:00] HubSpot has created a free resource with 13 AI prompts designed specifically for Meta ad creative. As Meta handles more of the targeting for you, creative becomes one of the biggest levers you can still control, and these prompts are built to help you test more, faster. These are prompts you can use in Claude to help you find new creative angles to test, turn those ideas into UGC-style video scripts, build partnership ad briefs faster, and identify when your existing creatives might be starting to fatigue. My favorite part is that they're designed to help you build a repeatable creative testing process, rather than just generating a bunch of random ad ideas. Grab the full prompt

[11:32] pack for free through the link in the description below, and thanks to HubSpot for sponsoring today's video. So, that's the overarching picture. Now, let's get tactical as I said we would. How do you get better? How do you win? Understanding that that's just the realities of the situation and the cards that we've all been dealt, this is what we've got to This is the pitch on which

[11:48] we need to compete. Got a number of specific points in terms of how you can gain competitive advantage based on this understanding and the narrative that's taking place, as I said, amongst a small proportion of the advertising community. It's worth uh worth stressing that. How do you win today? How do you win when the game gets harder? First is to use patience as a

[12:08] weapon. Most of you don't think of it that way, but it absolutely can be, particularly when it comes to advertising. Most people are not giving things anywhere near long enough, in my experience. I get questions in my school community all the time, people being like, "What do you think of this ad?" And I'll be like, "It's generated two conversions. I don't think anything yet. We don't have any data." It'd be like asking someone, "Do you think this house is beautiful?" And

[12:29] there's like four bricks in the ground. Could be. Could be the ugliest house we've ever seen. Could be the most beautiful house we've ever seen. We have no idea. There's four bricks in the ground. We have to give this time. We have to see data. And the time element, I think, is really important, cuz it's

[12:43] actually all based on conversion volume. A campaign that has generated 10 conversions in 20 minutes is just as old as a campaign that has generated 10 conversions in 3 months. In both those scenarios, you have given those campaigns the same amount of time to assess the performance, cuz it's all based on conversion volume. So, if you're operating with a lower budget, with fewer conversions, actually, ironically, those are often the people that care the most, cuz it's like it's their money, it's their business, so they're really invested and involved, and they're wanting to go the extra yard, extra mile, and do the extra things, and and try and improve things,

[13:16] and work really hard. And it's like, "You generate three conversions a week. We have to test some ad, and you've got to leave this thing alone for best part of a month." Which is not going to get the data. Which you just You just got to leave it alone. It's all based on conversion volume. If you can be patient

[13:30] and keep going, that is super valuable. I mean, just tying it back into what I talked about earlier with me having done this for so long, I have the largest personal brand in in the Facebook ad space in huge part because I just stuck at it. I just made content on it for more than a decade. There were much

[13:45] bigger names than me when I started. None of them are still around. They went off, did other things, etc. etc. Like they stopped making videos, like huge value to just going. Okay, number two. Get a grip of your emotions. It's interesting cuz I have school community. I get lots of questions in there. Really like talking to people, helping people out. Sometimes I feel a bit like a therapist instead of an advertising expert providing advice because so often people just cannot get out of their own way. They'll test something, it won't work, and that will make them test shy. They'll be unwilling to test going forward, and that is

[14:19] absolutely not going to help you get to where you want to go. In fact, it's going to do the complete opposite. So, you really need to be more objective with your results and not have your emotional well-being tied up in your meta advertising. That's where a lot of this negativity in comments are coming from. That everything is their ads dashboard and what their results were yesterday. Did I get a good return on ad spend? Did I get lots of conversions in comparison to what I'm used to yesterday? No, I didn't. Right, platform's dead. No one's getting results. It's like, dude, your campaign didn't perform very well for a day. It

[14:51] might come back or be maybe there are issues, you've got to fix it. You've got to make your campaign better. Failed experiments and failed tests are not a waste of money. You learned a lesson. Like, just throw that out there. Number three, focus on what actually matters. Now, this is again something that's become so clear to me having this school community and interacting so much with the with the people in there, answering their questions, is that I get questions all the time about things like campaign structure and testing. Now, of course, these things are important. But, I hardly ever get questions about things that are significantly more important, like

[15:28] partnership ads. Partnership ads are as close to a silver bullet as you can get with Facebook and Instagram advertising. If you work with the right content creators to promote your products and services for you, honestly, you could have a bad campaign structure, not do very good testing. You could like get so many other things wrong, but if you have the right person going, "Oh, yeah, this is great. You should buy it." and you're able to run that as an ad, none of else would matter. Like, get that bit right

[15:54] and everything would be on easy street. But, I never get questions about that. It's like people are spending so much time and effort on the things that don't matter anywhere near as much as the things that matter way more. By the way, if you want more info on partnership ads, I've got content on my channel, so go ahead and and check those out. Value rules would be another one. Never get questions about value rules. Value rules are brilliant. It's a new way of targeting. It's a way to get Meta to do exactly what you want. Hardly anyone

[16:19] ever asked me about it. And uh and it's again one of those things where I'm like, "How do I better get across like this stuff that you are spending all your time and effort on? Like, should I have six ads in an ad set or eight ads in an ad set?" It doesn't matter anywhere near as let's actually fix the bidding strategy so that we get Meta to optimize for what you really want as opposed to what you're telling it to do right now. Because that might triple your return on ad spend. The difference between six and eight ads in an ad set is not going to do that. Very

[16:47] unlikely to do so. I actually think this is the single most important component to being successful at anything, Meta ads included, is like doing the things that really matter and not the things that could be beneficial, but don't matter as much. I remember when I was first first getting into entrepreneurism and creating a business and everything like that, I was reading books from Tim Ferriss. And he had this line of like, "What can you do that would make everything else really easy or unnecessary?" And this is a classic example applied to Meta ads. Like, work with the right creators and get the right partnership ad campaign running

[17:20] and like half of everything else that you need to get right with Meta Ads just doesn't matter anymore. Or at least it would be way easier. I applied that to my own business. I was like, "You know what? I think if I build a personal brand in this space, I will have more clients than I'm able to handle." Which absolutely turned out to be true. Number

[17:35] four, reset expectations. I don't exactly know where people have gotten certain expectations from, but I often see comments people saying things like, "My CPM is way too high. Like, what's going wrong?" What's your CPM? I had $100. Okay, where are you advertising? California. Okay, in a lucrative niche? Yeah. Right. Okay. I think you should expect to pay $100

[17:57] CPM or more. That's just the going rate. We need to find a way to make this work cuz you should be making loads per customer. Or "It's costing me $30 cost per purchase. Isn't that crazy?" No. Were you expecting $6 cost per purchase? Cuz if someone told you that, they were misleading you, quite frankly. I think we need to find a way to make $30 cost per purchase work. I think a lot of beginners or small advertisers assume that the most successful advertisers, the biggest businesses have the lowest

[18:22] cost to acquire a customer. They don't. But they almost invariably have the highest customer lifetime value. They're not that worried about paying a tiny amount to get a customer. They're worried about making a lot of money per customer. Classic example, I've used it before, it's well worth mentioning here, Starbucks. There'd be a lot of small advertisers that if they were tasked with advertising Starbucks, would say it

[18:42] can't work. Starbucks' average order value is $7. Right? So, they're like, "There's no way. There's no way we can acquire customers when we only make $7 from them." But they don't only make $7 from them. They make over $14,000 per customer average lifetime value. It's what Starbucks do. So, what can they afford to pay to

[19:01] acquire a customer now? $1,000? Still be profitable. I mean, they're mostly selling like hot water with a bit of stuff in. So, the margins are good. But you'd never think, "Hang on, $7 AOV, but we can pay $1,000 per customer. Now, they're an extreme example, but there's a lot of misconceptions around that. The

[19:18] best advertisers have the cheapest cost. They actually often have the opposite because the best advertisers operating at the larger scale are trying to advertise to such a large proportion of the population that inevitably their their return on ad spend goes down, their cost per conversion goes up. But they're able to advertise at that scale because they've got such a good idea of the rest of it. So, um yeah. I'd suggest

[19:39] finding a way to make that work. Number five, and you need to ask this question about your business. What's truly special about it? Like you can't just be an also-ran and expect to to really win at scale. Because unless you have something about what it is that you're offering that's truly different or better than your competition, you're basically asking people to make an illogical decision when they buy your

[20:02] stuff or become a lead for your service. Which people are not going to do en masse. Yes, you might be able to convince some, but not going to do en masse. Like I've reviewed so many ad accounts where I've gone, I wouldn't buy this. And not because I'm not the target market, because I think there's better alternatives out there. That's something that's really important to uh to think about. Let Let me give you some examples to flesh this out. So, if I use myself as an example. So, I recently launched this school community, Ben Heath Meta Ads Academy. And in just under eight weeks as of the recording of this video,

[20:28] it's gotten about a thousand members. We're about top 80 school communities in the world in terms of recurring revenue, that's measured by the way. And that's happened really quickly. Why have I been able to do that? Well, because of my personal brand. That sets me apart from the competition. Because of my undeniable results. I've talked in content, I shared so many like Instagram stories, it's all over the website, like case studies and results and what we've spent, etc. etc. etc., right? So, people trust that I'm going to be able to deliver results for them as opposed to someone else. Like someone can't come who has no personal brand, no track

[21:01] record, no proof and be like, oh, I see what Ben's done. I'm going to create a school community just like him. I'm going to charge the same amount. I'm going to offer the same benefits, and I'm going to get 1,000 members within 8 weeks or so. And it's not going to happen. That is the thing that differentiates my business. You have to have one if you want to uh succeed at scale. Now, translated to ads specifically, you can't just create ads like your competition, model from them, and go, "These aren't working for me, but they appear to be working for my competitors." If they have something

[21:30] that's truly special and you don't. Like if they have a differentiating factor, just like I said, someone can't copy a school community just like me who has no name, no track record, and get the same results. The ad that I'm running for that school community right now is one ad that I took 2 minutes to record, and that can work for me. It will not work for someone else because I have this differentiating factor that makes my business special in certain ways that that others don't, right? By the way, if you're interested in Better Meta Ads results, I strongly recommend you join my Ben Heath Meta Ads Academy. We're

[22:00] actually going to be putting the price up very soon, but the way school works is that if you join, you keep your existing price. So, basically, you lock in that lower price. So, if you're interested, go ahead and jump in, and uh look forward to seeing you on the inside. Okay, number six. Don't shy away from the hard. Now, I briefly touched on this near the beginning of the video, but it's worth reiterating and fleshing out because that's what your competition are doing. They are shying away from the hard, and if you can do it, they won't do it, you get to win. So, what does

[22:25] that look like when it comes to ads? That could be learning a new AI tool that takes a few days and is all a bit fiddly and difficult, and the sort of work that leaves you really tired at the end of it, but it allows you to produce better ad creative or more ad creative at scale. Maybe it means re-engineering your offer, which might mean actually then delivering something a little bit different or changing a lot of collateral material. Time and effort and tedious, but could really make a difference if you find an offer that convert better. It might be taking 6 months to steadily test different price

[22:54] points. All right, we're going to test this price point. How does that affect our conversion rate? Not too much, but we increase profitability, great. Let's test this one, test this one. Like again, it's a slow process, it's going to take a long time, but could be really valuable cuz if you land on a price point that is 30% more profitable, might really allow you to scale. It might be working with creators and dealing with the nuances of that and the difficulties of that and the back and forth and having to test some that don't work and spending money on it and then going back and forth and contacting 20 and only

[23:20] having two get back to you. But if you land on the right creator, that might take your three extra turn on ads spend and turn it into an eight extra turn on ads spend. Might completely change your life, your business, everything. I've seen it happen many times, dozens of times. But very, very few people are willing to do it. Like I said, I never get questions about it, right? Number

[23:35] seven is another one around acceptance. So, it's accepting the short-term versus the long-term trade-off. And there many different ways in which that plays out, but that is very often a decision to be made and a and a balancing act to be done, right? So, the best short-term results almost certainly come from doing nothing. Leave the thing alone, let it run, don't do any testing, don't do any experimentation. The more testing experimentation you do, the more it hurts your short-term results. But by doing that, you may well find new ads, new offers, new price points, whatever it is, that can allow you to massively scale over the long run and be really

[24:05] profitable. There is a trade-off there. I see a lot of advertisers wanting both. They're like, "I want the really good results now, and I want to test lots so I have good results later on." It's like, this is the reality situation. Just like CPMs going up, it is what it is. So, really important to accept that and find a balancing point. It may well be that the right amount is 20% testing, 80% scaling, or maybe it's 50% testing, 50% scaling. Like it's going to depend on your business, your circumstances, how ambitious you are, and how well things are performing right now. So, number eight is a really important one,

[24:37] and it's one where actually my school community can help quite a lot. And that's to make sure that what you do, what you implement, the advice that you take, applies to your specific circumstances. Now, most people are consuming a ton of content. And if you're interested in advertising, you're watching content, you're trying to learn, that's great. But you need to be really careful you don't implement a strategy that can work really well for someone else, but not

[24:57] for you. And this happens all the time. Now, in my content, I try as much as I possibly can to say, "This is a great strategy. Use it in this, this, and this circumstance." Very few people hear that, by the way. You make that mistake all the time. I will demonstrate a new feature, and I will say, "Only use it in this circumstance." And then I'll be speaking with someone, I'll see them in my community, and they'll be like, "So, I watched your video and implemented this." It's like, "Ah, you missed the bit where I said, 'Don't use it if you're in your circumstance.'" So, that

[25:22] tailored element, that really understanding not just is this good or bad, but is this good or bad for me, is key. There's no one-size-fits-all. You have to be able to implement things that apply to your specific circumstances. It's also why you want to be very careful taking advice from people that have only made something work in one lane. So, let's say you're going to

[25:41] follow a a Facebook ads content creator. Well, if they only know how to get results for e-com, and you're a lead gen advertiser, you're in trouble. Like, the advice is not going to work for you. And that's actually one of the things that that has helped me with my content creation and helped me provide a lot of value to people is that I've always had a broad agency. So, I've worked with every single business type you can possibly think of, and I know that there's big differences between this type of business and this type of business, and then

[26:06] I try and translate that in my content. But, it's also why in my school community, there's so much direct communication with me. I respond to every single community post, comment, etc. People can ask, "So, I heard about this. Should I do it? These are my circumstances." And I'll say yes or no, depending on your circumstances. Same with the the the live Q&A calls. So, like, being able to

[26:25] say yes for you, no to you, that's huge. People mess things up all the time by implementing good advice that's not the right advice uh for them. And then number nine, again, something else my school community can help with is is to stay up to date. So, you don't want to be the advertiser that learned how to run ads three years ago and never kept learning, never stayed up to date with new features. You actually see that happen quite a lot in agencies, where someone will go through like formal training, they'll be managing an account, what their best practices will age out, they'll become out of date, and

[26:58] the results will will drop off um with it. So, we often see this when we take over current ad accounts from like another agency. It's like, ah, yeah, this worked 4 years ago. So, the person running this is just not kept up to date. They've not stayed on the cutting edge. And if you do that, your

[27:12] competitors are going to move past you. They're going to find ways of doing things. Your results are going to drop off, and you're quickly going to be in a situation you don't want to be. So, obviously consume my YouTube content. If you do join the school community, um I release updates and things in there all the time letting you know about the latest features, the latest strategies, when something like Andromeda comes out, how do we need to change strategy, and all these various different uh different elements. I think that also ties into patience because I think if you can use patience as a weapon, right back to the

[27:40] the first tactical point I made, then you understand that you're in it for the long run, and like staying up to date, your your learning is not one burst, and then I'm done. It's like, no, we're going to consistently trickle this in over time so that we're doing the things that that will help you maintain your position or get to where you want to and then maintain um your position. And I think this point staying up to date is important in all industries, but even more so in Meta advertising cuz things change so fast, they change all the time. You become out of date really, really quickly if you're not staying on

[28:15] top of it. And actually, speaking of changes, have you heard about Meta one? If you haven't, you have to watch this video where I run through it in detail exactly what's included. It's a massive change to the way businesses are going to use Meta uh for their marketing going forward. And if you're advertising platform, you just have to be aware of

[28:30] it. Go ahead, check it out.

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