# Running Meta Ads is EASY Once You Understand This

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=gbcQq19jbjs
Duration: 10 min
Language: English
Words: 2304
Transcript page: https://viewrankai.com/tools/youtube-transcript/gbcQq19jbjs

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[0:00] With all the misinformation about how to actually get your content seen through the never-ending flood of AI slop, there is actually one standout method that is working better than ever. And by the end of this video, you'll have it broken down step-by-step. Now, I don't know about you, but I don't get particularly excited when I'm scrolling on socials and I can see something that's obviously been created by AI. Nobody's favorite creator is [music] AI generated. The

[0:20] answer here is to work with creators. They already have strong followings and earn trust. You can leverage that if you [music] hire them to promote your products and services and use them in your ads. This video is sponsored by HubSpot. More about them later. Across our client ad accounts, we are consistently seeing the best performance from partnership ads. Partnership ads is the ad format that you would typically use when you're using a creator to promote your products services in your advertising. Partnership ads come from both profiles, a creator's profile and your business's profile, so you can tap into their audience. That's who you want your ads to be put in front of because

[0:52] those are the people that are going to be influenced by that creator, by their recommendation. They're more likely to pay attention to the ad in the first place because of scroll-stopping power and you get those benefits. So, Meta have got some interesting data on this. So, they've seen that partnership ads on average have a 13% higher click-through rate and a 71% higher brand lift when compared to non-partnership ads. In fact, just a couple of weeks ago, I was at Meta's performance marketing summit and about half of all the content shared at that summit was around creators and the importance of creators and how they're helping advertisers get better

[1:23] results. Uh one of the best talks was given by a guy called Preston, one of the founders of Chubbies, and he talked about incorporating brand and leveraging personal brands in with your performance marketing, not just being I'm a direct response marketer, I'm trying to get leads and sales for the lowest cost possible, but thinking about the medium-to-long term of how valuable brand can be. And Meta are walking the walk on this themselves. So, they've partnered with people like me as a creator to produce ads promoting their various products. Just recently, we did a campaign where I promoted their Meta Verified subscription. They run those as ads and put that in front of 30 million

[1:58] accounts. Meta could have just used AI to create a thousand different ads instead of working with me, but they know based on the data that ads that include someone that the target audience knows, trust, perform better than those that don't. And if you think about your own purchasing behavior, you've probably bought multiple things because they've been recommended by people that you follow. If I think about my own purchasing behavior, I buy things all the time because they've been recommended by people that I follow, that I trust. I trust their recommendation, and that makes me far more likely to buy it even if it's more expensive than the alternatives. People

[2:33] buy from people. The best form of marketing has always been word of mouth from someone that's close to you because you trust their recommendation. Businesses have cottoned onto this for decades. They've tried to incorporate major celebrities into big TV campaigns, but now we've seen a democratization of this effect with the creation of lots of creators, many that don't have enormous audiences, but have very specific target audiences, ones that might overlap perfectly with the potential customers that you're trying to reach. So, you can tap into that personal recommendation, the trust, without having to have the monster budget or be a massive brand yourself. And that's why HubSpot have

[3:13] partnered with me as a creator to create a fantastic free resource. Let me tell you about it. One of the best ways to improve your Meta ad results is to model from ads that are already proven to work. To help you do exactly that, HubSpot and I have put together a free resource of tried-and-true templates

[3:27] that I've seen work time and time again. Each one includes the hook, body copy, and CTA, so you can take the structure, make it your own, and start testing straight away. My favorite part is that these templates are organized by business type: e-commerce, lead generation, local business, and SaaS. So, no matter what type of business you're advertising, you can find

[3:43] templates that are relevant to you. There's a link in the description below to grab it for free, and thanks to HubSpot for sponsoring today's video. Now, stick with me because I'm going to show you to use the Creator Marketplace and find the right influencers that best fit your business. Even if you don't have much of a budget, you can literally get started with a couple hundred dollars. So, the first step is to make sure you understand the demographics of your business target audience. And you want to lean towards creators who your audience would naturally pay attention to, who they would follow, who they would trust, etc. If we take an example,

[4:12] let's say that you're operating in the fitness niche and your target market, the people you want to sell to, are young men for the most part. So, you want to find creators that are of a similar archetype to that audience, that are youngish men that these people follow, that they look up to, that they go to for advice for fitness-related matters. The right fit could be very powerful. Take Alex Hormozi with School as an example. He took it from a niche software to a multi-billion dollar SaaS that's dominating the niche. Meta working with me is another example. I have one of the largest Meta Ads audiences in the world, over a million

[4:45] followers. They know that the people that follow me, that trust my advice, are Meta advertisers, they're small business owners, exactly the people that they want to reach. So, the wrong creator and the wrong fit can very much fall on deaf ears and it just won't work. If we take me as an example, I have an audience of business owners, entrepreneurs, etc. But if I tried to promote an accounting service, some sort of software related to accounting, it just wouldn't work because that's not what people follow me for. It's not what they know me for. They trust my expertise around marketing and advertising. A business looking to

[5:14] promote that sort of thing would be much better off partnering with creators that do talk about accounting and finance and stuff like that. Now, the Creator Marketplace makes this much easier than it used to be to find the right creators because the Creator Marketplace will analyze your accounts and then make very relevant and accurate suggestions of people that you might want to reach out to. Saves a lot of time and a lot of legwork. And from amongst those suggestions, you can see which creators are actively engaged and working with businesses on partnership ads. I'd

[5:43] recommend starting by contacting those. You're more likely to get a response, they're more likely to be set up to work with businesses like yours. If other businesses are spending budget with them, it's likely producing results for them, and therefore more likely it will for you as well. So, that's why I'd recommend you start. A combination of meta suggestions and those creators that are already doing this. So, hopefully by now you've identified what makes a creator a good fit for your business, and you've scouted a handful of specific

[6:08] creators that you want to work with. You're now ready to move on to the next stage, which is outreach. So, we've all seen those spammy generic we'd love to work with you messages gathering dust in the comments or in your DM requests. Super annoying. Now, imagine how many more of those the creators that you want to work with receive. Whether that's reach outs from other brands, their audience trying to get in touch, people trying to simply sell them stuff. It could be really difficult to stand out

[6:34] if you just do the same thing. Fortunately, the creator marketplace has solved that problem. When you send a message to a creator through the creator marketplace, it goes into a separate inbox. And there are many creators, I would be one, who can't deal with the regular inbox, the volume of stuff coming in, but absolutely pay attention to messages that come through the separate inbox for brands wanting to reach out and do deals, because that is of interest to me as a creator and the creators that you would be looking to work with as well. And when you find a creator through the creator marketplace and you reach out to them, the system

[7:06] will sort of walk you through a series of simple steps, so you could be really clear about what it is that you want from the creator. For example, I'd like you to record three video ads in a couple of different locations. Please record different hooks for the video ads, etc. You can say how much you're willing to pay for those assets. And there's also a section, this is really important for advertisers, request permission to run those assets so you get the creators to produce promoting your products and services to be able to run those as ads going forward. Often, it doesn't cost any more to get that

[7:37] permission. Sometimes a little bit, depending on the creator, but it's well worth doing because having a creator just post on their socials about your product or services may well drive some sales, may well drive some leads, but it's likely to be short-lived. Within 24 hours, no one's really checking out that post. But if you can run those assets, those videos, those images as ads, you could continue to leverage their personal brand, the trust they have with their audience for months, maybe even years. Okay, so a couple of quick do's and don'ts when it comes to working with creators. Firstly, make sure you do your due diligence. You don't want them to

[8:09] have been involved in anything controversial that once partner with them could then negatively impact your brand perception. It's also really important to check things like have they talked about your products in the past? If they have, were they positive? I've seen businesses make that mistake before. So you want to make sure that they align with your brand and company values. You can run into real issues if they don't. Next is that creators can be a bit hit and miss. It's not always obvious which creators are going to work really well for your brand. So it's important not to put all your eggs in one basket and just work with one. We'd

[8:37] normally recommend starting with two to four. That gives you a greater chance that at least one of them is going to produce significantly better results when you're running those creative assets as ads than your regular ads that you're making yourselves, and then you can always look to expand from there. And when it comes to providing these creators with a brief, there are certain areas where you want to be really specific and others where you want to give them flexibility to produce these creative assets in the way that they

[9:00] think will best engage their audience. So where do you want to be specific? Call to action. You want to make sure that they are specifically recommending the people take the action that you want them to take, whether that's inquire about a service, purchase a product, something along those lines. You also want to be very clear about the hook structure. So typically what I'd ask for is two to three video ads with multiple hooks. So explain hooks are going to be a different opening line, a different opening scene. That's going to give you many more creative assets that you can run as ads. That's going to help prevent

[9:28] ad fatigue and make it more likely that one of those ads is going to perform really, really well. But the rest of it, we typically like to leave up to the creator. I allow them to write their own script, to plan the video ads in terms of this step then this step. Focus on which features particularly speak to

[9:45] them around your product or service. They have built an audience because they know how to engage the people in their audience, so you don't want to stifle that creativity. So, that's how to run an ad campaign that can actually stand out from the absolute invasion of AI content that we're all seeing right now. And if you want more specific personalized help with either a creator strategy or anything else to do with your meta ad campaigns. I've launched something called the Ben Heath Inner Circle, which is a school community

[10:10] where I do 10 live calls every month. You can come on the calls, you can bring your ad account, you can screen share, we can walk through what you're currently doing, the recommendations that I would make to help you get better results. You can also ask questions in the community. I get back to every single one. If that sounds interesting, there is a link in the description below, and hopefully I see you on a call

[10:27] very soon.

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