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In this episode, Dan Henry is going to go over the best Facebook Ads strategy known to man! The trick to Facebook ads, or any ads for that fact, is to spice it up with new ad angles each week. If you aren’t sure what that means, then tune in now to hear Dan explain it!

After Dan had a chat with Dean Graziosi at Funnel Hacking Live a few years ago, he realized that he needed to start running more creatives/angles for his ads. Dean shared that he was spending $300,000+ per WEEK on ad spend! And now that Dan has mastered the art of Facebook ads, he’s going to share his knowledge with you!

Once you get a better understanding of ad angles, then it’s time to get busy making more of them… a LOT more of them! The more angles you have, the more opportunities you have to capture a part of your audience. And this does not directly relate to Facebook Ads only… this same technique should be used for YouTube ads, Google ads, etc.

Additionally, the more creative angles you have, the easier it is to run paid traffic. Adversely, the fewer creatives you have, the harder it is to run paid traffic. There is no such thing as a “budget” when it comes to running ads. Think about it this way... if you could spend one dollar and make back $3, $5, or even  $10 each time, you would spend as much as possible to get as much back as you could earn!

In this episode, Dan is going to cover:

• How to stop over-complicating Facebook Ads and understand why a simple set-up is the best way to go
• The difference between an ad angle vs. an ad variation and how to use different aspects to keep your ads from “burning out”
• What data to correctly look at and analyze in order to get the best understanding of what’s working and what’s not
• When to “hold ‘em” and when to “fold ‘em”… know how to introduce (and let go of) ads that work or don’t at the appropriate times

So if you’re struggling, or getting started, in the world of Facebook (or other platforms) Ads, then this episode is a must-listen!

If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)

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— TRANSCRIPT —

In today's episode, I'm going to be sharing with you the greatest Facebook ad strategy known to man. 

So, if there is one thing that I see that people over-complicate more than anything, it is Facebook ads. “Well, let me stack my lookalikes and let me run 10,000 campaigns and have dynamic ads and then $5 a day, then $3 a day. And then let me just double up and do…” Just like all this craziness guys. When I run ads, I have two campaigns, cold and retarget, that's it. I keep it super, super simple. And last month we did, in terms of cash collected, we did over a million dollars cash collected well over 1000001.3. And I think our revenue was maybe 1.7 or something like that. And I spent maybe 50 grand in ads. Now, granted, granted I did an event two-day event and I sold from stage and blah, blah, blah. And a lot of those people had already purchased something from me. I get that. But you know what? I spent months before that contributed to the people that showed up you know, last month, and that I sold to. So it rolls over, but the point here is this simple is better. And what I'm about to share with you is not only simple, but it's extremely effective.

I had, I had a, a couple come on our digital millionaire coaching call earlier today. And this was, gave me the idea for this episode. And they said the following, they said, Dan, we have been running ads and everything was going great. We're making a bunch of money. And then all of a sudden, our cost per sale tripled, and now we're not making money. What do we do? So the first thing I asked was I said, well, how many ad angles are you running? And just so you understand, ad angle means like it's not an ad variation. There's a difference between an angle and a variation in angles. Just a basic idea of, of what you're saying in the ad you're messaging the ad. And then a variation might just be like a different image or something that said they responded and said that they were only running one angle.

And so I'm like, you're only running one angle. So how I don't understand, how are you, how, how are you? Like, what are you doing? You know? And they're like, well, you know, we've adjusted the budget and this and that. And I'm like, so you're trying, you've been running the same angle for months. It's burnt out and you're wondering why it's not working. And they said, yeah. So then I went ahead and explained to them and you know, this is all our program. They could have logged in and watched it, but I went out and explain to them and I just thought I would explain it to you. So here's, here's how I explain this, right? So that you can fully understand if I give you a pair of dice. And I say, every time you roll a seven, you get a thousand bucks.

What's the first question you would ask me, you would likely ask, well, how many times do I get to roll? And I would say, you get to roll as many times as you want, and you can roll a four, a three, a two, a one of a five, but you know, you don't get any penalty necessarily. You just got to roll again. And every time you roll a seven, you get a thousand bucks. What would you do? You would roll those dice as many times as humanly possible, right? And that's the same thing with Facebook ads. Just like if you watch, and this goes way before Facebook ads or even the internet, right? If you see a Doritos commercial, you don't just see the same Doritos commercial over and over. You see multiple Doritos commercials, you see multiple versions of the Doritos commercial. You might see the same characters in those Doritos commercials, but they're doing different things.

Same thing with Budweiser commercials. I mean, even, even during a Superbowl, you might see the main super bowl ad, but then over the next few weeks, you see multiple versions of that ad or different plays on that ad. And the reason is that you can't just run one ad and expect people to expect it to last forever and for, and for people to, to sign up and you to scale your business. Because sometimes that one address doesn't resonate with everybody. And the more ad angles you have, the better, and the more opportunity you have to convert people. So what I personally do is I create multiple, multiple ad angles all the time, every single week. And some of them work out and some of them don't, I don't necessarily raise the budget on those angles. I just like, let's say I create 10 ad angles, and let's say, let's say seven of them fail miserably.

And three of them work well, well, by the end of the week, I'll have cut those 70, Hey, you're off the team. You're cut. Right. And those three stay. And those three might last me for several weeks, couple of months even. But then the next week I do more ad angles. And eventually, you get to the point where you have a bunch of working ad angles, and maybe you're only spending 50 or a hundred bucks a day on each one, or maybe even less, but they all work. And they're all bringing in revenue. And when one burns out, because it's been working for a while and eventually you got to shut it off because eventually, those ads do burn out. By that time you've got new ones coming in that are, that are, you know, working. You just keep doing it. I remember I was at FHL funnel hacking live, which is Russell Brunson's big internet marketing con conference.

And this was, I think two years ago, I met Graziosi in the back in the VIP area. And I was chatting with Dean for it was a while it was maybe like half an hour. And his team was there and his media buyers were there. And I said to him, I said, you know, how much are you spending on Facebook ads? And he, if I remember correctly, they said they were, they were spending a lot. They're spending like 300 grand a week, 300 grand a week. That's a lot. And it was for his, for his book. And I said, well, how, you know, how are you spending that much without burning out your ad creatives? And, and I remember he said, man, I says, I get up every day. I grabbed my phone and I record five to 10 ad angles.

And I send him over the team every single day. I just think random stuff. And I grabbed my phone and I filmed five to 10 angles and I send them over to my team and some of them work and some of them don't, but every single day I give them fresh creatives. And I thought, well, yeah, I thought that's, that's amazing. You know, that's exactly. I mean, and that's the thing. I don't, I personally don't film five to 10 a day because, you know, I'm not looking to scale my business that much and nor do I look for a lifestyle where I have to record five to 10 ads per day. But if I wanted to, if I wanted to spend more than I am right now, then that's likely what I would do. I usually do maybe like 10 a week or, or I train my team to take, you know, maybe they take a YouTube video that I did and they turn it into that.

They turn the same idea from the YouTube video into an ad, or they take a clip from that and that concept and turn it into an ad. So I don't personally actually have to create a lot of ads. I create you know, a ton of content every week, whether it be with my phone and Instagram story two YouTube videos a week. And from all that, my team can make ads from that. But in reality, it's probably a good 10 to 15 angles. They get to work with a week, but that's the thing is the more angles you have, it's not the more money you spend per angle. Cause if you, if you have one ad one, one decent ad and you spend a thousand dollars a day on it, right. Versus 10 decent ads, and you spend a hundred dollars a day, 9.9 times out of 10, the second scenario will give you greater profit because it's just more, it's just more opportunities and more angles.

Like, let's say somebody sees an ad for Doritos and there's a, there's a cowboy in it, right? And maybe that person is from New York City and they just don't resonate with Cowboys. Cowboys don't capture their attention. Right. But then they see another ad where somebody skateboarding down a sidewalk with a bag of Doritos. And now, you know, maybe they see skateboarders every day cause they live in New York City or whatever. And then that just happens to catch their eye. And that's the thing is the more ways, the more messaging you can come up for your product to get in the better the Mo, and this is not just Facebook ads, this is huge. This is anything YouTube ads, Facebook ads. And to be honest with you, when I was talking to Dean that actually might've been for YouTube ads that he was talking about, not Facebook or might've been for both.

I don't remember specifically, but what I got out of it was that he, that, you know, the more creatives that you have, the easier it is to run paid traffic, the less creatives you have, the harder it is. End of story. It's as simple as that. And so what I do is I just create, generally, I create one campaign, I'll have multiple audiences. Like maybe I'll, I'll go after certain interests. Maybe I'll go after a lookalike audiences based on my list or people that have bought my book or people that have engaged with me on Instagram or what have you.

And so, and I think

This, a lot of people say, wow, Dan, I can't spend that much per day. You know, I need to scale. And it's like one ad angle. And let me just grab my calculator here. Let's say you come up with one ad angle and you decide to spend $50 a day on that ad angle on a one on one audience, right? So that is $50 per day, but let's just say that you have, you know, people that have engaged with your Facebook, people that have engaged with your Instagram people on your email list. People that have bought a low ticket product, people that have bought a high ticket product, and let's do one more all website visitors, visitor, people that have visited any website that you have a pixel on that's six audiences, right? So, and if you're doing retargeting, then that's a whole nother thing, but let's just say you're doing cold ads.

So you take those six audiences, you create a lookalike audience from them and you and you, you run ads to it. That's six audiences, times $50 a day. So that would be six times 50 is $300 a day, just on one ad angle to test it. Now, some of those might work out and some of them won't, but that's 300 bucks a day, just on one ad angle. You add a second ad angle. That's $600 a day. You add a third Ang ad angle. That's $900 day. So think about this, think about how much money you could spend on paid traffic. If you filmed three, four ads a day or even 10 ads a week, or even five ads a week, if you just grabbed your phone and came up with five ideas a week, think about how much room you have to spend in test.

And that's the thing I say when I get on coaching calls or, or I, or I see my staff get on coaching calls, or I see people's questions about Facebook ads, 99% of the time, the issues they are experiencing, aren't really an ad issue. It is simply a mindset or productivity issue, right. Or something that's holding them back. Like, like when I talk to the people in this coaching call, they said, well, you know, Dan we have a test budget and that's why we're not using more angles because, you know, we have a test budget and it's like, well, there is no test budget. That's not how Facebook or, or any ads work. If I have a box and I put a dollar in the box, I close the box, I opened the box, I get $5 out. How many times would I put a dollar in that box as many times as possible?

Now, if I had 10 boxes and only one of those boxes had that ability, but I had to put a dollar in each box, close it and open it to find out which box, you know, was the box that would give me that, that dollar in and $5 out. Would I take the time to put a dollar in each box, even if on nine of those boxes, I would lose that dollar? But on just one, I would get it back. Absolutely. I would, you'd have to be an idiot to not do that. So that's the thing guys is, is, you know, there is no budget when it comes to ads. If you can spend a dollar and make three back or five back or 10 back, you would spend as much as possible to make as much money as possible. Just like if you had that magic box, you'd put a dollar in, you get five out.

You do. You'd sit there all day, just opening and closing the box. So the key, the greatest ad strategy of all time is to simply keep it simple, come up with a ton of creatives, a ton of angles, a ton of ideas for your ads test, which ones work. And when you find the winners, you let them ride until they die. And when you find the losers, you kill them and you just keep going up. There's obviously a little bit more to it than that. And that's why I have a program. That's why I have a coaching program. That's why I have a curriculum so that I can show people how to do this and, and how to evaluate the data. And there's a little pitfall. Like there's all kinds of stuff. And this is why I have a program, but you know, think about this, right?

There are so many pitfalls that if you knew it could save you a ton of money, for instance, you never ever look at today's data on Facebook because it's incorrect. It's incorrect. It's it has not yet to attribute you gotta at the very minimum look at yesterday's data because that's accurate. Today's data is not. So if you make ad decisions and budget decisions and pruning decisions based on today's data, you're, you're, you're weeing in the wind. Like there's no, I mean, that's insane. Just like a click or an Optum is going to attribute immediately almost, or, or not immediately, but within 24 hours at the same time, something like a purchase or a long-form registration or something like that could take longer to attribute. So for instance, let's say you get a sale today. It, especially if it's like they watch a webinar and then they make a sale, it may not attribute for two or three days.

So again, depending on the sales cycle, you might have to look back several days before to see true attribution. Now, this is all X and little, little advanced stuff here. So I wouldn't, you know, I w w I would definitely consider doing your research, into that type of stuff. But all I know is that when I teach people how to run ads and they, the instructions they crush, and the reason for that is because I've spent millions of dollars on my own digital products, coaching courses, masterminds events, and I've, it's not that I'm special or anything like that. It's that I've just figured out what works. And I can tell you after spending millions of dollars in ads, that 90% of what makes a great ad is not the targeting and the dashboard and the lookalikes that is that all helps.

90% of it is the creative. It's how well you get your message across. Okay. And in my book, digital millionaire secrets, there's a chapter called the goldfish rule. And I talk about ads and I talk about some key things that I've done in these ads to in my ads to really make ads work well. And then I have a bonus in the book. It shows you some of my best ads and why they work. So if you haven't got a copy of my book, digital millionaire secrets make sure you grab a copy, I'll leave a link in the show notes, it's free. You just pay shipping and handling. And then as well, if you read that book and you love that book, and you want to check out our digital millionaire coaching program, you can do so as well. There's information in there about the book.

And if you've already read the book I can also leave a link in the show notes to book a call with my team, to see if we're a good fit to help you scale your business. But that aside from little shameless, self-promotion there, Hey, it's my show. I can do it. I can do what I want. The point here is guys at the end of the day, more freaking creatives, more creatives, let the good ones ride right. Kill the bad ones. It's as simple as that. It is literally as simple as that don't complicate it. Don't try to make it all about, you know, stacking, lookalikes, yeah. Dynamic ads. And you know, just the new, latest, greatest advanced features and CBO and blah, blah, blah. I don't use any of that crap. I mean, I don't, you know, I mean, I just use one audio, one ad angle with it, you know, maybe three, four or five variations to one audience per ad set, keep the winners, kill the losers, create multiple angles every week, done deal, simple, easy peasy, anything, look, go make 10 million dollar's doing that. And then we'll talk about advanced stuff. And by the time you do that, you'll realize that you don't need the advanced stuff. 

All right. And keep in mind that, you know, I sell premium same products, right? I sell premium products. And what as great as this Facebook ads strategy is, and I've talked about this before. One of the best strategies is to simply charge a premium price, because if you get, if you S if you sell like a, a $200 coaching program, right. I don't know why anybody would sell a coaching program for 200 bucks, but let's say you sell a $200 coaching program. It's going to take you 10 or sorry. It's 10th. Hold on. Let me, let me do the math on that real quick. Right? So million 1 million divided by 200. Okay. It's 5,000. So a five thousand five, five, 5,000 sales to get to a million dollars. But if you charge 5,000, you need 200 sales. If you charged 10,000, even 100 sales. So think about, you want to get a great return from Facebook ads, besides what I just said, charge more money. That's the easiest way to increase your ROI, charge more money. And if you'd like to learn how, make sure to grab a copy of my book, all that jazz can't wait to see you guys in the next episode. Hope you enjoyed this one and talk soon.