So the point number two is Skynet. So again, I’m gonna ask to see if any of you have heard about this stuff at the moment.
Ad cost’s going up 90 to 100 percent year on year. Anyone heard about that? Yeah, I think it’s been mentioned in a couple of talks. Ads are getting more expensive according to Forbes and LiveIntent. Facebook and other platforms are getting more trigger happy, so getting accounts banned sometimes for no apparent reason. You wake up, you get an email – crap, there goes my Facebook ad account. And ad approvals are also getting stricter, and it’s getting a lot harder to actually push some ads through. Even though the ads used to work before, nowadays, for some reason, they’re getting a lot more stricter. Now, just a quick side note on this, funnily enough, a lot of online stuff that we do involves free training. But if you use the term free training or free online training in your Facebook ads now, it actually gets flagged a lot more. They don’t like that term at all. So just little nuance points in there that you should be aware of if you’re doing any type of advertising online.
So what is the secret? What do I mean when I say Skynet? Well, the secret is that even with all the crap happening on the platforms, media buying is actually getting easier in a way. Right? Even with all the accounts being banned, ads getting harder to push for, we’re finding media buying easier.
So, the reason why I say that is because all these platforms, so Facebook’s, Google’s YouTube’s, they’ve got so much data within their platforms. And they’ve built these really, really clever AI and algorithms and machines to learn and use that data to learn.
They can now target so much better than what we can do as humans, right? They’ve got these massive machines, some of the smartest people in the world working on these algorithms. And they’re using that to help you target the right way.
So instead of having to go through and create your own audiences, like we used to – we used to create hundreds and hundreds of combinations of audiences to test – nowadays, we’ve got campaigns where we’ll go through and just say, Look, just target everyone in the US who’s over 30. Right? Bigger targeting, bigger audiences. And for some of our campaigns, yeah, literally, front end/TOFU, which is top of funnel targeting, is just country and age. And just let Facebook go nuts. You let the algorithm do its work for you.
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