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Let’s talk about my top ads management strategies from 2024 that I’ll definitely be using again in 2025. We’ve had a year full of testing, discovering some great tactics, and weeding out a few that just didn’t cut it. Jamie joins me as we wrap up the year, literally wrapping presents for Christmas while sharing insights. We’ll discuss the Olympic gold medal testing framework, advantage plus audiences, and creative strategies to boost your ad performance. Join us as we share the strategies that have significantly reduced ad costs and improved outcomes for our clients.
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Speaker 1:
In this episode of the Art of Online Business podcast, we’ll be breaking down my favorite ads management strategies from 2024. The ones that I will for sure be going back to time and time again in 2025. It’s been a good year of testing. Meta has come out with some new options. I’ve tested them. I’ll tell you my favorite ones, and I’ll even tell you a couple that are trash.
Speaker 2:
We’re talking about his Olympic gold medal testing framework, how to use advantage plus audiences, creative strategies that maximize performance and why one day, engaged view attribution settings are working, so let’s jump into it.
Speaker 1:
Thank you for being here. Co-host Jamie. Thank you, You’re now it’s the end of the year. You’ve been the co-host for what? Four months?
Speaker 2:
Four months.
Speaker 1:
And my wife. For what? 15 years?
Speaker 2:
Yes, sir, it’s been good. It’s been good it’s been really good.
Speaker 1:
So it’s actually nighttime right now and if you’re watching on YouTube, I am blocking the presents that we’re wrapping up for Christmas.
Speaker 2:
Yeah, you might see a sneak peek of some presents. Can you see those? Can you see?
Speaker 1:
those over my shoulder right there. Yeah, we’re going to wrap up the presents and I actually convinced Jamie to rent Alien Romulus. So the good thing is we’ll be distracted from the presents so he won’t get too scared by the scary parts, because we just won’t have to look. So that’s coming up for us after we finish recording this episode.
Speaker 2:
So we’re wrapping up presents and wrapping up the year With great strategies yes, with great strategies. So, Kwejo, we’re going to kind of do interview style today and I want to ask you what is this Olympic gold medal testing framework? Where did you come up with the name? Is it because of the Olympics this past year?
Speaker 1:
It’s because of the Olympics. So this is a strategy that I’ve been doing before 2024, but it’s what cuts ad costs for clients. I love it, which is always good it’s how I start off new client accounts.
Speaker 1:
So I’m going to give you the quick rundown and if you want more info, I actually took just this strategy and I explained it visually and it was like $17. I discounted it to $1, so that will be in the show notes below. Everyone must like you’re listening to this right now. If you’re running ads or you’re thinking about running ads, go get that. Please test like this, it will cut your ad cost. I’ve had folks who have cut their ad cost up by up to 60%, being prepared.
Speaker 2:
Wow, right. So here it is. Tell us us what it is, why it works and how we can apply this.
Speaker 1:
Right. So it’s taking each component of the ad and testing it with variations. So there’s ad copy, right, all the text in there. In the body of the ad. There’s the visuals it could be video, could be graphics Text on the image equals graphics. And it’s the headlines and it’s the audiences. There’s those four things, and so I always start off with the ad copy. That means I get three variations of ad copy, right, I mean?
Speaker 1:
you do it too, but yeah, three versions of ad copy. You match those all up with the exact same visual and run those for a handful of days. And because the only thing that’s changing in the three ads is the ad copy, then you can say after a handful of days which ad copy is your best, with the lowest cost per lead, best sales result.
Speaker 2:
We got a winner.
Speaker 1:
The reason it’s called Olympic gold medal testing is just think about like an Olympic track and field event or athletic events, if you will.
Speaker 1:
I still like to say track and field and I think like the 100 meter dash, you know, they start off with the trials and a bunch of people race and I’m oversimplifying it but from each round or from each heat, the top two progress to the next heat and then you have the semifinals and the finals, and so the goal here is to end up with, you know, two or three ads that make it to the finals, that get the best results.
Speaker 1:
So, after you figure out the best, where was I Ad copy, ad copy. Then you shut off the losers. Keep that best ad copy running and then pair that best ad copy with some more visuals. Let those run. You should be able to see like which visuals are getting the lowest cost per lead with that best ad copy. Then it’s time to shut off the losers. Keep the winner running, you know, or maybe it’s winners, that’s okay. And then go ahead and try different headlines, right, and you’re just stacking up or keeping the best of each component and then pairing it with some new variations for another component, Right, and after you know two weeks, you end up with the best performing ads.
Speaker 2:
Right Two or three of them. It’s always really interesting to me, because ones that I think like, oh, this is a really beautiful ad or a reel or whatever and they just don’t perform well, or ones that I don’t think will perform well, do, and it’s just. You won’t ever know until you test. And even certain colors it’s the exact same ad and for some reason, people like yellow instead of purple. You just have to test, I don’t know.
Speaker 1:
We bring our own biases to this whole ads management game. But the beauty of this is that if you test, you just don’t know what’s gonna perform the best. That’s why we just love the data and we can run ads and target audiences and, oh yeah, in this framework too, you do wanna test audiences too. Once you test all the ad components ad copy visuals in the headline and let the data show you what’s gonna work, you know who cares what I like the best. What ultimately matters is what’s getting the best results for the business.
Speaker 1:
So I already said I discounted this for a certain amount of time. It’s in the show notes below. You can get the ad testing cheat code for a dollar. That’s an amazing deal. One dollar, yeah, that’s amazing. Look at how I do it visually. You even get to peek over my shoulder as I do this inside of a client’s account and of course, I blur out the client account details so you can’t tell which client. Right, it’s because client confidentiality and that’s it, Like everybody should be. Testing like this you deserve to have. I mean, double your lead costs. Spend less on ads, because you double the amount of leads you can get.
Speaker 2:
Right, all right, exactly, here’s the next thing. All right, so let’s talk advantage plus warm audiences for SLO funnels.
Speaker 1:
So. So, like Meta releases different kinds of things all the time, different kinds of options to optimize ads, and some of them are good, some of them are bad, and you have to test them. This is another one that I’ve been doing for a while. Basically, anytime I have an SLO funnel self-liquidating offer for the uninitiated, all that means is we’re running ads directly to a low ticket offer. I do use warm Advantage Plus audiences. What does Advantage Plus mean at the audience level?
Speaker 1:
This option, when you see it, basically, let me contrast it with the original audience style. Okay, originally, in the meta ad manager in Facebook and Instagram ads management, you choose an audience and it’s like hard guidelines, and as you define that audience, then meta, the algorithm, has to stay within the guidelines and that’s it. It only shows the ads to the kind of audience you define. Nowadays because algorithms that be learning, meta has figured out in a way that’s actually beneficial to you, the advertiser, and definitely to us and our clients, where you can set the guidelines. But with audience plus, it will stray from the guidelines when it feels like it can get better results.
Speaker 2:
But the thing is is with warm audiences at least, I am still testing this with cold audiences, but with warm audiences, and by warm audiences I mean your email lists, your Facebook followers, your Instagram followers, your customer lists, website visitors and all those people who have already engaged with you or even purchased from you.
Speaker 1:
That algorithm can be depended on to expand on its own outside of that when it feels it’s in the best interest of the client’s account or your account, as you’re listening, and it works quite well. So you want to do SLO funnels, start off with that audience to get the easiest chance of success.
Speaker 2:
Okay, I just got this great picture in my mind actually.
Speaker 1:
Okay.
Speaker 2:
So anybody who has ever watched the Flash so like think of the original audiences before, like those hard walls, right, those hard parameters, hard stop. But then the Flash, like when he starts figuring out that he can like kind of what do you call it? Like where he moves so fast and he can like actually go through the wall.
Speaker 1:
It was called phasing, phasing, thank you, he vibrates.
Speaker 2:
Yeah, like so fast, yeah the frequency that the atoms are. That’s like the advantage plus audience, right when it’s kind of like you can kind of go through those parameters as like the algorithm is going to kind of phase through those and bring in more people, as it seems necessary, I’ll take it. Yeah, that I’ll take it. Yeah, that works, doesn’t it?
Speaker 1:
You’re just making me miss Barry Allen. I want to go watch the Flash. We never actually finished all of the Flash seasons. Yeah, we got to do that. We kind of stopped. There was like reverse Flash and there was, like this monster Flash it’s so confusing it did and all of the time, and more people started getting the Flash speed, whatever you call that. Yeah, because like yeah. It was like that other dude. What was his name?
Speaker 2:
Like the mixed kid, oh yeah, who was kind of like his brother.
Speaker 1:
Yeah, and then, like, his girlfriend got it, didn’t Iris get it? Anyway, no, I don’t know.
Speaker 2:
Next thing Moving along. So let’s talk about advantage plus creative. These are some of those enhancements. All right, so all the way at the ad level.
Speaker 1:
Yeah, at the ad level, you can choose the way that Meta will tweak your ad not randomly, according to its algorithmic whims as it shows to different people, like we’re talking. Well, there’s like eight different settings, but I’m going to tell you my favorite one, because you have to test them first of all, don’t just turn them all on. In general, when you turn them all on at least in my client accounts the performance goes down. So I like to test the individual algorithmic creative tweaks that are made, or applied to the ad.
Speaker 1:
So here’s one. First of all, I always have relevant comments on, because it takes the best comments or what it thinks are the best, and shows them at the top, just underneath the ad. That makes sense at the top, just underneath the ad. And then visual touch-ups I generally use that because it, like, can change the brightness on the fly, you know, and maybe up the contrast a little bit, and that seems to be the performance, seems to be pretty good. So the algorithm does its thing.
Speaker 1:
Text improvements. Now this is where the algorithm can, anytime it wants to any person when it’s showing an ad, take any part of the text and show it in any other place in the ad. So think, like what you write in the ad copy body, parts of that could show up as the headline, or parts of it could show up as, like the call to action on Instagram, or parts of the headline that you so carefully crafted could show up in other places of the ad. It’s, it’s all like ad copy text spaghetti. However it does, it can be good, but you have to test it in isolation, and so when I say test it, I mean, like, have a version of the ad that’s just running, with no enhancements, no advantage plus creative. So that means your graphic or your video displays exactly as you designed it or edited it.
Speaker 1:
And then have another version of the ad that has like one of the enhancements on and see what outperforms and just test systematically. Of course this comes after you do, because you might be like listening and like good lord, that’s just a lot. I don’t have time for all that.
Speaker 1:
Don’t worry, like, first just do the testing that I talked about at the beginning of this episode and then, if you want to refine, test the various advantage plus creative options. I’m just telling you what I’ve tested and what’s worked pretty well for me. So yeah, visual touch-ups I like that. Usually use those Relevant comments always on, and text improvements can be good, but you gotta test it.
Speaker 2:
I usually don’t start with that on, I kick it off. Just a quick pro tip here, though If you’re not really wanting to test any of the Advantage Plus creative, just make sure that you go in and turn everything off, because meta will be sneaky and even when you think you have it all off and then you go and you change something else, and then you go back and you’re like what, how did these ad site links get turned on? Or there’s just some random things that get turned on. So just be careful that everything is off that you want off and only the ones are on that you want on. So Correct, great, moving along to the one day engaged view attribution setting. That sounds complicated, kwejo, break it down for us.
Speaker 1:
It’s a mouthful. For sure it is it is. I must add that I’m just enjoying looking at my jawline, because every time I look at you I can see on the monitor like right here, and I’m just liking the way it looks. I just shaved this evening.
Speaker 2:
Yeah, you look nice. You look nice Shaving a haircut.
Speaker 1:
Yeah, shaving a haircut. So if you can’t see us, come over to the YouTube channel.
Speaker 2:
Tell me if you like my haircut. Guys, this it’s like 845. Yeah, and we don’t usually do it this late. We don’t do this late.
Speaker 1:
You’re getting there version, the fun, the more natural version I Mean. Please leave a comment on the video on YouTube. If you like this kind of banter, we can keep it up, because this is what I do off camera. Maybe next time I bring the real Koiju on camera shoot. All right, so one day engaged view attribution to setting. Thanks for putting up with me, jamie, You’re such a great wife.
Speaker 2:
Yeah, you’re welcome, I love you.
Speaker 1:
I love you too. So this is a game changer. Meta introduced this in January of 2024 because I Googled it and went to Facebook’s official Turn it on. All it does. It works with video and it basically looks at a one-day attribution window let’s say a one-day measurement window and the people who interacted with your video ad let’s call it your vertical video, your Instagram Reel or your Facebook Reel, what have you? It finds more people like them, but it’s optimizing every day. That’s how I’m going to explain it in layman’s terms. If you decide you have a better explanation, go ahead and leave a comment. Unless you do so in an annoying way, then I’ll delete your comment, but I still love you, so because it’s not a relevant comment.
Speaker 1:
Oh yeah, this is a good episode. So basically turn that one on always, please. Like I had one client account. They’re getting like a $9 leads and I was going some accounts are just harder than the others and I’m just going through all the testing things and just cannot bring the lead cost down and I turned this setting on and it went down to like around $2 leads.
Speaker 2:
Whoa.
Speaker 1:
Yeah, so there we go. They were happy. Use that setting please, right now. If you’re running your ads, turn it on, of course. Test, right, that’s the disclaimer. We are just a random couple on the other side of your screen or on the other side of your headphones, and you know, test the things that we’re telling you to do.
Speaker 1:
We’re just speaking from our experience, none of this is guaranteed to work for you. What is guaranteed to work for you is if you test in your own ad account. Then you will see which options work for you. There are general guidelines, there’s things that you can do, best practices but just test, test, test and you’ll find what works best for your business and your niche with your visuals and your ad copy. Well, that’s the end of the episode. These are the things that I’m going to use.
Speaker 2:
And I just want to insert here that always test, keeping in mind your budget and what you feel comfortable with, right? So start small. Start with what you can afford, with what you feel comfortable with. Don’t think like, oh, I heard this and it’s gonna totally work for me and I’m just gonna throw tons of money on it, right? So start small, start with what you’re comfortable with, as you are testing all of these things that we’ve been talking about today.
Speaker 1:
Yeah, and then reach out to us in the DMs on Instagram. Those links are in the description below. Ask us how we liked Alien Romulus, because we’re going to watch it and now you have to. I don’t know if I’m going to make it through the whole thing. It depends on how quickly we can wrap presents All right, I can’t wait to give my son this Shark RC car. If you’re not watching on the YouTube channel, then you can’t see this awesome radio control car. I mean, this thing rips he’s been eyeing it for a while.
Speaker 1:
I like radio control cars. Yeah, hopefully our kids are actually asleep, otherwise they’ll know what he’s getting, but that’s okay, all right. Well, thank you for listening and watching and, of course, like the ad testing cheat code is a dollar right now and it is in the show notes below. Take care, be blessed and we will see you in the next one.
Speaker 2:
Bye, bye.
