With the latest GEM and Andromeda updates, creative diversification is the only way to crack Meta’s algorithm. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.
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The days of throwing up a simple product photo to your Meta ads and hoping for conversions are long gone. If you’re not diversifying your creative strategy, your results will suffer. We continue our discussion with Andrew Foxwell on the latest Meta GEM update and its implications for ads.
Andrew shares why evolving your creative strategy is the only way to thrive in this new era of advertising on Meta. We’ll also guide you on how to rethink your creative process and share tactics that are driving incredible results for our clients.
In this episode:
03:20 The importance of creative diversification
11:04 What makes a successful creative strategy today
13:21 How to implement creative diversification
20:46 Real-world results from creative diversification
22:56 How to hire creative strategists
29:46 Get in touch with Andrew Foxwell
Mentioned in this episode:
Previous Episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda
Foxwell Digital courses and GPT at https://www.foxwelldigital.com/
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READ THE TRANSCRIPT:
The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell – Part 2
00:00:00:00 – 00:00:13:20
Andrew
You are a creative shop now if you want to do matter and that’s what you’re doing right now. The phrase riches in the niches has literally never been more true with matter. The more that you can speak to a niche audience, the better off you’re going to be. Because meta can read this.
00:00:13:22 – 00:00:24:05
Ralph
Five, six, seven years ago, all you had to show is just the picture of the thing and say, go buy it. As long as the price is right. You could get success that does not work anymore for somebody who is $50 a day. What do you do?
00:00:24:07 – 00:00:29:17
Andrew
The good news is you have a huge opportunity to crank up your.
00:00:29:19 – 00:00:58:12
Ralph
We talk about the importance of creative, but it’s almost like the thought behind creative is really is the true advertising like the we’ve said this many times in this show, it’s like it’s gone back to the days of David Ogilvy, for example. Like, how are you going to talk to that customer in a way, in which they you grab their attention and at some point in time, maybe not today, but maybe a little bit later on down the line, as they’ve seen maybe five or 6 or 7 of your ads, they’ll ultimately convert.
00:00:58:13 – 00:01:20:09
Ralph
Behind creative is really is strategy. We had one of our growth strategist on the show just a couple of weeks ago, and I said, well, this is actually the seminal position in an agency. Now, it’s this because he’s directing not only creative alongside our creative strategist, but overall growth strategy for the client. So strategy now becomes in my opinion, the most important thing.
00:01:20:09 – 00:01:43:12
Ralph
And to your point, that brings us back to us going back to being marketers as opposed to being button pushers, that it’s all about like how you manage the ad account. It’s becoming less so about that and letting meta do a lot of that work for you. So what are the things that people sort of aren’t saying about this that you’ve heard?
00:01:43:14 – 00:01:46:12
Ralph
And how do we sort of change that mindset?
00:01:46:13 – 00:02:09:10
Andrew
I heard somebody say that your campaign structure doesn’t matter as much as if as your creative org chart. So, you know, it’s like you need someone who can brief, who can build new versions of stuff, who can tag things and run a system of tagging properly, who can run post launch performance breakdowns, who can set up whitelisting, set of creator relationships to diversify that way.
00:02:09:14 – 00:02:28:03
Andrew
So yeah, I think it’s I think it’s a huge mindset shift in the organization and the way that you’re going about it and the way that you’re speaking about it. And I think in speaking to clients, it’s a matter of saying to them the way that we have, if you’ve had this client for a while, the way that we have done things are the way the things have been done.
00:02:28:03 – 00:03:02:08
Andrew
It’s just it’s it’s shifting rapidly. And the it’s not just about building more. I think that’s a big one. It’s about building different and new and novel ideas that are going to reach people. And it doesn’t mean that you have to have it. Everything has to be Hollywood produced. Like, that’s not what that means. It means that it just has to be speaking to a different segment and speaking to different styles of people with different, you know, examples like I was there was a guy yesterday in our community who he just bought a new equipment for home gym, for his home gym.
00:03:02:11 – 00:03:19:17
Andrew
And he said, well, it’s really great because they had five different whitelisting part. And I went on the website and I looked at all this stuff. And then on Instagram, I was I was followed up with three weeks or two weeks of five different whitelisting partners that each spoke to a different problem. One of them was your kids watch you work out.
00:03:19:17 – 00:03:37:04
Andrew
Another one is you don’t have to drive somewhere to the gym. That one, like your kids watch you work out and like you’re there with them, showing them that you’re getting strong. Then you know, which is like, whatever. Not a huge deal to me, but like, okay, that’s that’s an angle. And then, you know. Yeah. And then there’s you don’t have to go anywhere model.
00:03:37:04 – 00:03:54:07
Andrew
Then there’s the lifetime warranty. You get where I’m saying like there’s variation in this. And then from five different whitelisting partners. So there’s five different people that you’re seeing. And it’s not from the brand itself which is also great way to diversify. So that’s an interesting way to think about it. And yeah, I think we are going back to being that.
00:03:54:07 – 00:04:13:01
Andrew
And I think that to some degree, and I’ve said this before, meta spoiled a lot of us that were growing, that grew up in this world. You could launch a photo of a frickin red shirt and sell it on eight X on Roas, and it was ridiculous. And now you can’t do it now. Okay. Now, that doesn’t mean you can’t have catalog ads on which I highly recommend still having on.
00:04:13:01 – 00:04:31:15
Andrew
They’re great, and they work really well still, and especially if you’re customizing your catalog ads. But you know, you want to have a diverse set of things that you’re doing. And, you know, so, so much of it is just around the creative build on the team structure. That’s I keep going back to that, because that’s where I really see so much of the issue.
00:04:31:15 – 00:04:47:01
Andrew
People, the founders trying to do it, or they have an account manager trying to do it, and it’s just it’s you can do that for a while, but that’s not a sustainable model that’s going to make you money in the long run. Well, I think there’s two different ways to think about that. One in creative training, not creative testing.
00:04:47:01 – 00:05:04:09
Andrew
So I think creative training, meaning that you’re training your staff and yourself to think differently in the client, to think differently about what are other angles, what are some things that we can explore. And there are a lot of different ways to do this, which are there’s tools that you can, you know, utilize research on Reddit. There’s tools that you can go along and scrape comments from ads.
00:05:04:09 – 00:05:22:12
Andrew
Right. And you’re putting them into a document and they’re saying, hey, ChatGPT, give me some other variations on this, right? And you’re using multiple tools to help you think through the iterative ideas of this. And then I think there’s the creative training that you’re training meta to say, hey, look, we’re coming out with some new stuff. And this is interesting.
00:05:22:18 – 00:05:44:14
Andrew
This is new, this is not new. This looks different. It feels different. It sounds different. And that’s a that’s another thing that you’re doing. So creative testing and I still you know, we still get this question all the time. The Fox founders how do I creative test. How do I actually creative tests. There’s a simple answer to this which is if you have a big enough budget, let’s say that you’re spending $5,000 a day total and you have three campaigns or two campaigns or something.
00:05:44:16 – 00:06:08:23
Andrew
You know, you can creative test in there with those with those ads that are already running. And that’s a totally viable thing to do. You can also start a net new one and test them in there. And either one is not bad, like they both have that validity behind them. It’s just you have to know that they’re going to behave differently and you have to sort of watch, look, know what you’re watching out for.
00:06:09:02 – 00:06:28:18
Andrew
For example, like if you launch a new creative test into a campaign where there’s already stuff going that’s doing really well and it does well, then that’s great. And that’s I’m saying that’s how you’ve proven that there’s something that new there that’s going really well. But if you launch it in there and it’s not doing well, but you feel like it’s not new and you feel like it really should have had more velocity than it did, then launch it into the new one.
00:06:28:22 – 00:06:43:12
Andrew
You can do that. So, you know, I think for a long time everybody got confused because for a long time the the graduation method was what everybody did. They launched it. And then you put in a testing campaign. If it did well, you brought it over to graduated it to a scaling campaign.
00:06:43:12 – 00:06:43:23
Ralph
You’re saying.
00:06:43:23 – 00:07:01:06
Andrew
Buy now. This is absolutely horrible for performance. It’s horseshit. Don’t do this anymore. I never taught this in any of my courses. And I checked because when I heard that idea, I was like, I actually tried it and it worked in a couple places. And then over time I was like, you know, I don’t feel like this is going to last.
00:07:01:06 – 00:07:21:07
Andrew
Like it just didn’t make sense that you could get social proof. And so you can still scale in place if it works to steal it. Okay. And you can give more budget to it. That’s, that’s an okay thing to do. And if it’s successful in a testing campaign later, like you’ve launched it and it’s scaling in place and it’s successful and you want to consolidate it over time.
00:07:21:10 – 00:07:42:10
Andrew
Also possible if it’s good, it will be good in another campaign container. If you give it enough budget, enough, you’ll say, okay, I remember this. You know, that’s a little bit riskier of an idea, but generally it’ll be okay. But again, it’s all about how much you’re spending a day. A lot of the people that are giving advice on this stuff are spending like 50 grand a day or honey, rainy day, or you know what I mean?
00:07:42:10 – 00:07:44:16
Andrew
And like, that’s not what a lot of us are doing.
00:07:44:20 – 00:08:05:20
Ralph
So anyway, it’s easier to be able to test or train when you have that amount of spend. To the folks that are spending 50 bucks a day, I mean, this is sick to start off with $10 a day and then go up to 50 and then do 100, then sort of see from there. But those are all conversion based ads to those are like, here’s my thing, go buy it where it worked five, six, seven years ago.
00:08:05:20 – 00:08:20:16
Ralph
Like you said, all you had to show is just the picture of the thing and say, go buy it. As long as the price is right, so forth and so on, you could get success. That does not work anymore. So for somebody who is $50 a day, like, what do you do? Like how do you structure it? What would be your recommendation?
00:08:20:16 – 00:08:24:10
Ralph
I’m sure there’s plenty of members and flexible founders that are in this kind of situation.
00:08:24:10 – 00:08:48:23
Andrew
Yeah, I mean, it’s a simplicity. It’s like one campaign and you’re still trying to do the same things that you’re trying to do in a big, big one. You’re just you’re not developing 50 new concepts a month. You’re going to develop five and you’re going to make sure that they’re diverse. And the good news is, if you’re spending 50 bucks a day, you have a huge opportunity to crank up your organic as well and test a bunch of stuff on there that cost zero.
00:08:48:23 – 00:09:08:03
Andrew
And so that’s what you’re trying to do. It’s fundamentally the same thing. You’re also just going to be looking more probably at soft metrics earlier from creative soft metrics from, you know, is this or people clicking on this, this is I mean, are people staying and looking at this video? Are they, you know, whatever, but use the same things.
00:09:08:03 – 00:09:25:18
Andrew
Apply creative diversity in terms of type static video. UGC you know what I mean. And in terms of diversity, in terms of ideas and what you’re speaking to people on, and you’re just going to it’s going to be at a slower scale. And that’s just what it’s going to be. But it doesn’t mean you can’t be successful and you absolutely can do that.
00:09:25:23 – 00:09:27:00
Andrew
You absolutely can do that.
00:09:27:00 – 00:09:49:14
Ralph
When you say creative diversification, I think there’s the question that always sort of comes up and there’s sort of the standard meta answer. And then there’s the easy answer that we’re actually seeing in ad accounts right now. When people when you try to describe this to folks, diversification could mean, all right, well, you got to do reals. You know, you got to do your Instagram feed, you got to do your Facebook feed, all that.
00:09:49:19 – 00:10:11:07
Ralph
That’s not what we’re talking about here. So there is that part of the element of it. So how do you sort of teach people about diversification. Is it message. Is it different spokespeople. Is it like how do you explain it to folks when it comes to like this pivotal concept right now, which is everything in in drama right now?
00:10:11:07 – 00:10:31:04
Andrew
So one, I wouldn’t worry about the display and how it’s going to display because Matt is going to screw it up and it’s going to look weird in some places and like, it’s, you know, it. That’s just what it is. You’re going to put it in flexible ads and you’re going to be like, whatever, right? So I think that’s just important to mention that that’s different than what it used to be.
00:10:31:07 – 00:10:54:12
Andrew
I think that when we talk about creative versus vacation is we talk about two prongs of this. And I kind of just talked about them. One is the different ways that you’re speaking to different segments of the customer base or potential customer base. And what are what’s a segment of your customer base or what are multiple segments of your customer base, that potential customer base that you never thought about?
00:10:54:17 – 00:11:14:10
Andrew
So if you’re selling socks like I talked about, hunters are an example. Another persona that they’re going off of for Halo socks is mountain bikers, because mountain bikers wear a specific type of sock, it’s usually thicker. It’s usually an ankle sock or a crude sock, you know, so it’s taller, just like the socks that they make. That’s like a big one.
00:11:14:10 – 00:11:44:16
Andrew
And then what are the issues that those people have that your product solves for them? So that’s one you’re trying to figure out. Who are the new personas that I can get in in front of? I think the second one is in creative diversity is, you know, what are the crazy things that you can do? And that can mean in reference to color, that can mean in reference to problems that might be coming out that, you know, problem solution that can be talking about how your product helps a person with a certain thing, and what that does.
00:11:44:16 – 00:12:03:06
Andrew
So, you know, it’s it’s it’s it’s the language is the diversity in reference to what I’m talking about. So there’s sort of two ways to think about it. So when you if you’re, if I have a brand new company that I’m coming in and they have no creative diversity, the first question is is like the first thing we’re doing is mapping who are the people are speaking to now and who are the people they could potentially speak to.
00:12:03:06 – 00:12:20:22
Andrew
And the second part of that, who they could potentially speak to, they might not know, we might not have any idea who those people are. So we’re going to do some research on Reddit. We’re going to look at comments on ads. We’re going to be putting out potentially a survey to current customers to you, you know, what are other things that are adjacent or, you know, potentially similar to what they’re doing.
00:12:20:22 – 00:12:41:03
Andrew
And so we’re researching that. We’re doing that. And then the second one is a creative audit. In the second phase of that, if it’s brand new, what have they put out here previously? What what are they saying. What is this style. Typically when you do a creative audit with a brand that doesn’t have a lot of creative diversity, you’ll see a ton of iterations on this same idea.
00:12:41:07 – 00:13:03:00
Andrew
They had a banner ad, that one that helped them scale. And maybe it’s a founder ad, or maybe it’s get ready with me type of thing. You know, I don’t know. And like it’s the same thing. And they and because somewhere along the line the advice became iterate good ideas, which isn’t necessarily bad but is virtually worthless to end round.
00:13:03:02 – 00:13:21:23
Andrew
What we try to get into is all right, this is the style that we’ve seen thus far. So now we’re going to look at other types of visual variation. We’re going to look at what’s the composition, what’s the angle or the framing of that. What’s the context. Is it a lifestyle or is it a demo of the product.
00:13:22:03 – 00:13:37:00
Andrew
Is it a person? What’s the perspective? Is it a point of view from that person’s point of view, or is it a third person talking about it? What’s the visual style? Is it is it cinematic? Is it UGC have you been using the same creator for two years? You know, what are the different things that you can talk about?
00:13:37:00 – 00:14:02:12
Andrew
Right? I have one brand that they had this. They there sell a sneaker product and it was going really well. And all they did was just put people of color in. They just hired people of color creators. And this improved their performance like significantly. They just hadn’t variegated who the people were seeing, you know. And so and they change up the styles a little bit of the way the product was being pitched and talked about slightly, but it wasn’t that vastly different.
00:14:02:12 – 00:14:16:14
Andrew
They just changed the talent. So, you know, these are the types of things that you have to sort of dive into when we’re talking about creative diversity and creative changes. And then you’re setting a plan for how are we dealing with this? You know, look, we need to have we need to write. You know, this month we launched ten.
00:14:16:14 – 00:14:35:18
Andrew
Net new concepts. In three months, we’re going to be launching 50 Net new concepts a month. And you want to that’s really that goal. Then it’s then it’s a matter of how are you working with creative strategists to brief those, to make sure that you’re pushing those out, to make sure that you’re trying new things, all the things we just talked about, and there’s a plan and you’re tagging them and measuring them.
00:14:35:18 – 00:14:47:04
Andrew
And, you know, that’s the goal. I mean, you really want to see net new concepts increasing because the more net new concepts in Andromeda that you’re pushing, the more you’re going to be able to scale.
00:14:47:06 – 00:15:16:00
Ralph
So it’s really it’s not just specifically I’m thinking of a one of the education companies that we work with right now, more generalized as just for college education credits. And then all of a sudden, we just so happen to do on a nursing and all of a sudden things just tripled, like conversions tripled. And then we realized, oh crap, the video is actually a nurse.
00:15:16:02 – 00:15:45:04
Ralph
But we kept the ad copy the same without mentioning nursing. And then we changed the nursing copy and all of a sudden that then tripled performance. So when I think about creative diversification, I think about not necessarily avatar based, like you could build that entire but like that company, that business has six since we started with them, because we figured out one avatar that they’d never even they were more generalized.
00:15:45:06 – 00:16:08:16
Ralph
But what you’re talking about here is that’s one way. But how about all the other avatars? How about the engineering degrees? How about the medical degrees? How about the, you know, general contractor degrees that they also like all of these like that’s creative diversification. But that’s avatar research too. So absolutely like what’s I mean, I guess it’s all of it is what you’re saying.
00:16:08:16 – 00:16:09:00
Ralph
Yeah. Yeah.
00:16:09:03 – 00:16:26:04
Andrew
No, no. And to your point to your point, let’s take let’s take that example okay. So to your point there’s they have these different degrees that they’re going off of right now. The phrase riches in the niches has literally never been more true with meta. The more that you can speak to a niche audience, the better off you’re going to be.
00:16:26:04 – 00:16:43:22
Andrew
Because meta can read this. This didn’t used to be the case, right? You know, we used to have to do interest targeting. And again in front of the people now is not the case. You want stuff that you’re talking to. You know, people within not just nursing degree. But yeah, let’s think about the other ones, like people that are going to be school GPAs or whatever.
00:16:43:22 – 00:16:59:23
Andrew
Like you can talk to those people specifically, and meta will figure that out and you will increase your profits, like because you’re diverse just by merely diversifying by speaking to them. Now, we’re not even now, we have even talked about diversifying visual variation like we just got.
00:16:59:23 – 00:17:03:12
Ralph
Right, right, right. That’s like says one.
00:17:03:14 – 00:17:33:00
Andrew
Yeah. Yeah, exactly. And my point is, is it. Yes. It’s everything. Which goes back to what we’re saying. How do you be successful today in an agency is you build your creative structure, your creative org structure to support this. You are a creative shop now if you want to do matter and that’s what you’re doing. And people ask me all the time, you know, I feel like our, our, our churn is now our churns up our retentions down.
00:17:33:02 – 00:17:39:22
Andrew
I’m like, do you have a creative strategist on on staff? No. You know, we outsource that problem.
00:17:39:22 – 00:17:42:08
Ralph
One ouch.
00:17:42:10 – 00:18:03:09
Andrew
Right. That that’s you cow. Today it’s it’s virtually impossible to be successful doing that. That way you can have a great outsource cooks. But like you not, you’re not going to grow because there’s nothing fundamentally different about what you’re doing. The same example of an agency that went from he was like, oh shit, a year ago, literally in November, October last year.
00:18:03:09 – 00:18:20:16
Andrew
This guy, he lives in Texas, super awesome agency owner. It’s him and another dude. Partners. They have five employees all offshore. They’re like in Mexico or something. Okay? He’s like, what do we do? I don’t, you know, we are, you know, losing money almost alone. Okay. So I said, well, you know, you could get into this or that.
00:18:20:16 – 00:18:42:22
Andrew
And he decided that they’re going to get into creative strategy and really doubling down on saying, we’re creative for shot. This dude has quadrupled revenue in one year. He just told me, good job. And do I think that he’s smarter than anybody else? No, I don’t think. But what he’s done is he’s built the system that also wraps in the, AI component.
00:18:42:22 – 00:19:09:12
Andrew
It wraps in testing AI. It wraps in iterative AI. It wraps in, you know, taking concepts and taking 10%, 20% of each client’s budget and testing that in AI, along with the traditional creative strategist workflows that we’ve been talking about. And so now it’s like these clients are like, oh shit, it’s going well. And it’s like, yeah, well, and he’s making more because he’s also charging more because he he has to make more on net new concepts.
00:19:09:18 – 00:19:22:00
Andrew
Smart move. Yeah. No super smart. And by the way it wasn’t my idea. I was like you just need to find you need to find another angle. Where do you think it’s going? And he was like, you know, I’m going to think about that. And I remember him messaging me and being like, they want to do creative. And I was like, I think that makes a lot of sense.
00:19:22:02 – 00:19:31:06
Andrew
And like, it’s only gotten more important. You know, a year ago was like, yeah, we need to diversify. Like, we knew this, but like, you know, it’s it’s like now it’s like it’s clear.
00:19:31:06 – 00:19:31:22
Ralph
Creative is the.
00:19:31:22 – 00:19:50:11
Andrew
Targeting. And especially with this gem stuff, it’s like, yeah. And now now they’re like, oh shit, now you gotta do organics. Now you really need to turn into a creative shop. I told an ad agency owner today, I was like, if you got to have a videographer on staff, everybody now has to have either a videographer older, a cutter, like a video editor, like he has to.
00:19:50:14 – 00:19:54:07
Andrew
I mean, maybe three, like, depending on how big you are. Yeah. You know,
00:19:54:09 – 00:20:17:13
Ralph
You’re going to get that turn and you’re also going to be able to charge what you’re probably worth as well. I mean, going from a staff of 5 to 15 or whatever it happens to be, obviously that’s a cost for the agency. Other two things for you here, as we sort of wrap up, is a lot of folks listening to this show are heads of marketing departments, VP of marketing, director of marketing, and they’re trying to do this stuff on their own or listen to this show that like creative diversification.
00:20:17:13 – 00:20:40:19
Ralph
Great. Yeah. Heard Burns talk about this a zillion times, and then all of a sudden, you know, there’s a fair amount of folks that are agency owners or consultants. And to your point, you know, this particular example, how do you hire like what what advice do you give, like structuring hiring creative strategists like people who don’t have a creative strategist or maybe a videographer on stuff like what do you look for?
00:20:40:19 – 00:20:45:13
Ralph
What kind of advice do you give when people are sort of making that pivot to actually take that next step?
00:20:45:13 – 00:21:07:14
Andrew
Yeah. So I mean, I do recruiting in our business and, this is, a question I ask answer all the time for folks. So I think a couple different ways think about this. One is you have to figure out where the gap is and what your knowledge is like. If you’re if you’re hiring and you aren’t totally sure or you’re you think you need to hire and you’re not totally sure, it’s like, what?
00:21:07:14 – 00:21:22:04
Andrew
Do you need help? Or do you feel like you have a young creative on staff? That’s really that’s really great. That could come up with great new stuff, you know, and, but there’s no process. Then you need effectively a CSS, you need a, you know, creative strategist that can come in and be like, okay, now we’re good.
00:21:22:04 – 00:21:39:16
Andrew
Right? And like creative strategist is the number one hire in the industry this year for sure by far. And you know, depending on where you are you can get these people off shore. You can get them us based upon you know, tens but like for a good creative strategist in United States, like you’re paying $100,000 for this person pretty easily now, right?
00:21:39:16 – 00:21:59:08
Andrew
So just like be prepared that that’s something that’s happening. If you have if you’re starting from a totally blank slate and you’re a CMO or growth marketing director or whatever, and, and you don’t have this, then I would say, and you and meta is a big part of your budget, and you want to do this in-house. You don’t want to have an agency right away for sure.
00:21:59:08 – 00:22:16:18
Andrew
Got to get a creative strategist and you have to get like two creative people that are, you know, could be young. I mean, you can train. You need ideas is what you need. You need them to be like Instagram obsessed and you need them to like, be creating new ideas that are sort of off the wall and be thinking in that way.
00:22:16:18 – 00:22:38:20
Andrew
And the creative strategist is effectively a creative operations person. That’s saying, here’s a brief, here’s what it looks like, what do you think? And then creating those concepts and then probably like having a video editor, you could you certainly don’t need a full time video editor right away, but you’re going to need, you know, you can find somebody offshore or you can find a contractor or whatever, but somebody that, can get that going.
00:22:38:22 – 00:23:07:12
Andrew
I think from an agency standpoint, it’s largely the same. You can teach account managers to think with creative thoughts, and that’s a big thing that I would encourage you to do right away, like to, you know, have them take things like Dara Denny’s course. Right. Like have them watch all of Darden’s content on YouTube, have them watch content from like Rahul Asare is like is a person that I really love as a member of our community, like Dara, who diversity is a big part of what they talk about and thinking about how you can start to think about that.
00:23:07:12 – 00:23:25:20
Andrew
So you can train that thinking. And then over time, I think you need usually like an art director type of a person or somebody who has a background in creating, ads and concepts. And they could come from a lot of different places. I mean, I’ve seen people that I’ve had zero experience that are just some kid that knew how to make video become really good.
00:23:25:22 – 00:23:46:19
Andrew
You know, people on this, like creative directors or even, well, they’re creative strategists, but they’re not necessarily doing the workflow of a strategy. They’re doing more of the creation. And so it again, it depends on each organization. But I think I would encourage you to take a long, hard look at how you’ve staffed it to this point.
00:23:47:00 – 00:24:02:14
Andrew
What are the gaps you feel like? Is it that you’re not you don’t have enough creativity in the organization? Or is it, you know, you do, but you don’t have the workflow and you’re not able to get creatives out fast enough. This is the creatives. That fast enough is a huge one for so many people, right? Sure.
00:24:02:15 – 00:24:19:07
Andrew
They’re like, oh yeah, they said that we’re going to get creatives. I asked our creative department three weeks ago, it’s like, no, that’s totally unacceptable. Like, if you’re going to make money on this, it has to be fast and it has to be like work. You know, we’re talking 10 to 15 to 20 hours a week. You know, Zach was talking about he he put a thing on Twitter this week.
00:24:19:07 – 00:24:35:12
Andrew
That was our X. Sorry. That was something like I forget the number of net new concepts a month that they’re putting out. But it’s but it’s a lot I mean it’s like in hundreds right. And they’re spending a ton of money. But to that point, that’s really the metric that you’re trying to aim for.
00:24:35:12 – 00:25:01:17
Ralph
It’s the thing I mean, we’ve said a million times on this show, but creative is is the targeting right now. It’s it’s everything. It’s everything. Aside from just targeting itself, I mean, I have to assume all the examples that we’re using here. We’re probably talking about no targeting whatsoever, maybe a little demographic age stuff, but yeah, I mean, by and large, this is this really is just yeah, a major deal.
00:25:01:18 – 00:25:25:17
Andrew
I talked to an advertiser last week, ranted Miranda from 365 Holdings. If you don’t follow her on X, she’s incredible. But she said that, one of the things she did, they have an older woman demographic, basically. And she eliminated Instagram as a test of like, serving on Instagram. And they have dropped by 35% because they’re just pummeling Facebook, which, I was like, that’s pretty cool.
00:25:25:17 – 00:25:49:14
Andrew
Yeah. No. So here’s what Zach said. So Zach’s net new concepts month of October 20th 5 to 99. So here’s June, July, August, September, October 86 123 159 275 299. Net new concepts. Total output in October 25th 1506 new ads there. Yeah. So there you go. Right. This is what we’re talking about.
00:25:49:17 – 00:25:52:23
Ralph
Yeah. Some pretty healthy spend there going along. Yeah.
00:25:52:23 – 00:26:03:06
Andrew
Yeah. No we’re talking like we’re talking like million plus a month, right. Probably. I mean I would think at least maybe a couple of million. But you get just scale it down for yourself as you think about that size.
00:26:03:07 – 00:26:20:11
Ralph
I think that’s a great example. It’s probably a good part for us to, to, to wrap up here because I think just if you think about those numbers, even if you’re spending $50 a day, like in order to get to $5,000 a day, this is the thing that’s going to drive you there in so many different.
00:26:20:11 – 00:26:21:13
Andrew
Absolutely.
00:26:21:15 – 00:26:40:22
Ralph
And, like I said, I think this is the biggest breakthrough that I’ve seen on the meta platform since ads in the newsfeed and targeting way back when, which is a complete opposite of what it is now. It’s basically it’s not targeting. There’s I mean, you remember all that that happened there went from the right hand rail that ads in the newsfeed.
00:26:40:22 – 00:26:42:11
Ralph
It was all I remember.
00:26:42:13 – 00:26:43:19
Andrew
I was there.
00:26:43:21 – 00:27:00:21
Ralph
Yeah, crazily so. Some people who listen to the show don’t even remember that back then. So anyway, the point is there’s a big, big shift that’s going on here. We really appreciate you coming on for the second time. Where can people connect with you? Where’s the best way to reach you? Online or otherwise? Yeah.
00:27:00:21 – 00:27:22:23
Andrew
Email me anytime Andrew at Fox digital.com. Happy to talk to anybody you can check out Fox will founders.com which is our membership site and apply to the membership. We’re on an application model now. We look forward to your applications there. We also have, a media buyer test that you can give media buyers before you hire them, because I talked about how we do recruiting.
00:27:22:23 – 00:27:41:00
Andrew
So that’s something that we have we have a fully trained on all of our educational materials. Fox will custom build GPT, that you can get access to all of our training materials for 97 a month. And that thing is absurd. I’ll just say that we’ve had people use it to redesign client pitch decks like it can do a lot.
00:27:41:02 – 00:27:49:03
Andrew
So that’s a really good tool as well. And then, of course, we have our courses. If you feel like just educating yourself on that, you can check all those out at Fox digital.com.
00:27:49:05 – 00:28:08:09
Ralph
Absolutely. Well like I said before, you know our our media buying and or creative team is in Fox while founders. So we get the stamp of approval from tier 11 here. And it’s great to have you on the show once again. Obviously we want you back, especially with all these knowledge bombs dropping here today. Of course, wherever you listen to podcasts, leave us a rating and or review.
00:28:08:09 – 00:28:26:17
Ralph
It helps us get out to a wider audience. We can teach people the right way of doing this kind of stuff. I mean, I think there’s still some laggards out there. Andrew. Oh yeah, we’re still doing things the old well yeah. And oh yeah. You know, I’ve been talking about this for 6 to 9 months. I mean, technically Andromeda took place at the end of 24 really sort of into the early part of this year.
00:28:26:17 – 00:28:47:14
Ralph
So, we’ll leave some links to the show notes to some of the other episodes. If you’re not familiar with a lot of the things that we’re talking about here, and obviously check out Andrew at, Fox will founders and super, super happy to have you on for a second time here. So on behalf of my amazing co-host who could not make it here today, Lauren Petrillo, until next show.
00:28:47:16 – 00:28:55:21
Ralph
See you.
