The Art of Online Business
Welcome to The Art of Online Business podcast, your go-to source for practical tips and strategies to boost profits and impact in your online business, WITHOUT the hustle.
Join fellow online course creators and coaches as we dive into things like
• sales and marketing optimization,
• and systems and processes
• funnels and of course
• Facebook & Instagram ads for seamless scaling!
Hosted by Kwadwo – sounds like [QUĀY.jo] – a & Facebook Ads Strategist for 6 & 7-figure online course creators, membership owners and coaches.
Enjoy a mix of actionable solo episodes, interviews with online experts (serving course creators), coaching case studies, and more to elevate your business.
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The Art of Online Business
Will changing Facebook and Instagram ad copy erase my social proof?
Ever wonder if you can tweak the copy on a Facebook or Instagram ad without killing all the likes and comments?
- Get the 48-Hour Ad Fix Audit
A client asked me this exact question, so I explain what really happens when you change ad copy and why social proof usually resets. I share how to use organic Instagram posts as a workaround and the risks that come with disconnecting and relaunching ads.
I also discuss why new ads inside an existing ad set sometimes get little to no spend and what to do when that happens.
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
A client of mine recently asked me if it's possible to change the ad copy on an already published ad without losing the social proof, you know, likes and comments and shares and this sort of thing. And I think if you have the same question as an online course creator who's running ads to a low-ticket offer, for example, where you need to update the ad copy. And I think if you're an online course creator who's running ads to a low-ticket offer where you are wanting to update the ad copy without losing all the juicy good social proof that's driving down your cost per sale, or update the ad copy on a lead magnet ad because you've updated the lead magnet slightly and you still want there to be good congruence between the ad and the lead magnet, but still keep all the good social proof. You're going to like what I tell you in this episode, or you might not like it. There's two things one you might like it, one you might not like it. Here we go. So unfortunately, here's the response that I gave to my client, and then there is a fortunate other way, and then it's a lot more difficult to do. And what am I even talking about? You're about to find out. So I told my client, unfortunately, changing the ad copy on a meta, i.e., Facebook and Instagram ad does reset the ad's social proof. Or in ads terms, it causes the ad to be a new post, which deletes or resets all of the social proof. And there's one more thing. It potentially restarts the learning phase. And the learning phase is where the algorithm is learning about who to best show your ad to, so you can serve that person with whatever offer you're promoting or lead magnet you're promoting. The kind of person within your targetable audience that would respond best to your ad or have their needs best met by your ad. Now that was the unfortunate part. Here is the fortunate part. There is a workaround, although this workaround can get somewhat complicated, especially if you're using one ad inside of multiple ad sets. As soon as I explain the workaround, you'll understand why it's fine if you're only using the ad one time and if you're running ads by yourself. But if you have somebody on your team running your ads and you then are communicating with them what needs to be done, or if you have this ad replicated in multiple ad sets, it's gonna get a bit complicated. So the solution is to start off with an organic Instagram post because when you edit the content of the post, not the creative, but the caption, the written part of the post, the post does not lose its social approve. So you can have an Instagram post and then go inside of Meta Ad Manager and connect that Instagram post to an ad and run it. But here's the problem: you cannot change an Instagram post that is currently connected to any ad. So you can see how if you are like an ads ninja and you have different targeting different ad sets, different targeting different audiences, right? And you have the same ad hooked up, replicated inside of those different audiences so that you can collect all the social proof, you would have to go through all those different ad sets and disconnect the ad in order to change the text, the caption on the organic Instagram post before going back into ad manager and relinking the ad. And does it get worse? Well, Meta does not guarantee future performance based on past performance. So even though you retain the social proof on an organic post, when you re-hook it up to an ad, you still are launching a new ad. And so you can't just bank on the new ad that uses the same post as before, but with different text, performing exactly as well as the previous post. It might perform better, it might perform worse, but there's some risk. And so if that post was performing really, really, really, really, really well, then you just can't guarantee that it will perform to the same level and extent that it was performing before. Also, when you turn off an ad set, you can't be guaranteed that when you turn that ad set back on, it will perform just as well as it used to perform. Usually it does perform worse. When you have all ads inside of an ad set turned off, that is effectively turning off the ad set. And so if you had an ad set with only this one organic Instagram post that's hooked up to an ad inside of the ad set, and then you turned off that one ad, then it's also turning off the ad set, meaning that performance of the ad set is not guaranteed when you turn that ad back on, and performance of the individual ad is not guaranteed to be the same or as good as it was when you turn that ad back on. You're introducing more risk into the equation. This all comes down to testing, and as you're testing, you will figure out what works and what does not work for your business. But I thought I would let you know that if you want to update ad copy, think about posting an organic Instagram post first and then hooking that into an ad, and then you can change that ad copy, i.e., the organic post copy, without changing or without losing its social proof. However, if you're just going to run a standalone ad, have different versions of that ad running in the same ad set. Then, if you need to launch a brand new ad with updated ad copy, you can do so in the same exact ad set alongside already previously running ads, and then you can let the algorithm begin to automatically choose that new ad, funnel some ad spin to it, test it out if you, if you will, if it will, and see how it performs with the updated ad copy. If it doesn't perform better, you still have the old ad copy and old ads that were performing well still running inside of an ad set since the ad set never turned off, you never took a hit to that ad set's performance, assuming that it was performing well in the first place. But that is the context of this video. Now there is one thing I should add. Meta right now and in the past, but meta's algorithm, if you have an ad set with five ads, okay, and they're all running, let's say they're all running well, and you turn off a fifth ad to add in a brand new fifth ad like this. This little fifth fifth ad. Hey, I we used to have this thing where when somebody would say something awkward, we would do our hands going backward like this and be like, awkward turtle, and then that sort of made the silence funny. So when you're adding in that fifth ad, it's a new ad, right? Now, why would the algorithm risk your valuable ad spend on a new ad if the currently running four ads that are not potentially the awkward turtle are already performing quite well? And the answer is as many times the algorithm does not actually show the new ad at all, or very little. In fact, I get this question all the time, all the time. Well, I should say most of the time when I'm doing Facebook and Instagram ad audits or even one-on-one coaching. Quayo, I put a new ad into the ad set, but it's not getting any ad spend. How do I force Meta to recognize it and show it? Because I really believe in this ad, Quajo. And I'm like, put the ad in its own brand new ad set. Okay, podcast friend. I would love for you to DM me putting Q-U-A-Y-J-O on Instagram and tell me a question that you have about the Facebook and Instagram ads that you are currently running. Because I want to produce more content like this to help you because you're currently running your ads. And if you're like, Quavo, I just want you to audit my currently running ads and tell me the next one, two, three steps to take inside of the ad account to improve ad performance. Well, that's called 48 hour as in two-day turnaround ad fix audit. Ad fix audit, it's just an ad audit to fix your ads. You can go and get that in the show notes below. It's quite affordable, especially when you take into account just how much good ads or improved ads will work for your business. Until the next time you see me or hear from me since you're listening to me on this audio platform, take care, be blessed, and we'll see each other in the next one. Goodbye.
