7-8 figure brands are not making ads in ads manager.

Key Concepts

• Creative Diversity: The practice of utilizing a wide range of ad creatives to identify high performers.
• Creative Scale: The process of rapidly deploying a large volume of ad creatives.
• Bulk Ad Systems: Tools and methodologies for creating and uploading ads in large quantities, typically utilizing APIs and spreadsheet-based workflows.
• API (Application Programming Interface): A set of rules and specifications that software programs can follow to communicate with each other.
• SaaS (Software as a Service): A software distribution model where a third-party provider hosts applications and makes them available to customers over the Internet.
• Foreplay: A platform for analyzing Facebook advertising data, including the number of ads saved by various brands.
• Airtable: A low-code platform that combines the features of a spreadsheet and a database, often used for building custom ad management systems.

Scaling Paid Social: The Power of Creative Diversity & Scale

The core message of this video centers on a strategy employed by high-revenue brands (eight and nine-figure) on social media, specifically Facebook, that isn’t typically taught in traditional marketing education: achieving scale through a combination of creative diversity and creative scale. The speaker, with 11 years of experience managing large-scale paid social campaigns and millions of dollars in ad spend, emphasizes that simply running a few ads isn’t sufficient for significant growth.

Evidence from Top Brands: The Timu Example

The speaker supports this claim by referencing data from the platform Foreplay, which analyzes Facebook advertising activity. He highlights Timu as an example, noting they have created over a million ads. This demonstrates that successful brands aren’t relying on manual ad creation within Facebook’s Ads Manager. The sheer volume of ads suggests the use of automated systems.

The Bulk Ad System: A Spreadsheet-Driven Approach

The key to achieving this scale lies in bulk ad systems. These systems bypass the limitations of manual ad creation by allowing advertisers to build campaigns in a spreadsheet format and then upload them directly into Facebook via the API. The speaker showcases a system he personally built using Airtable.

This Airtable system includes features such as:

• Centralized storage of videos and images with thumbnail previews.
• Dedicated views for managing campaigns, ad sets, and individual ads, mirroring the options available in Ads Manager.
• The ability to rapidly create new ads by duplicating rows in the spreadsheet, modifying creative elements, and then uploading them in bulk.
• Integrated creative reporting to track performance.

The speaker explicitly states he has used this system to create thousands of ads. The process is described as efficient: “do it once and then all you have to do is duplicate a row like drag it down however many times you wanted to create new ads and then hit a button with the new creative and then you've got like hundreds of ads upload it into ads manager like that.”

Productization and Future Development: A SaaS Offering

The speaker is currently in the process of turning this system into a standalone SaaS product. He recently completed a landing page and is building a waitlist for its launch. Interested parties can join the waitlist by sending a direct message, visiting the link in his profile, or commenting “ad table” on the video.

Logical Connections & Actionable Insights

The video establishes a clear connection between the observed behavior of successful brands (high ad volume) and the necessity of automated systems. It then provides a concrete example of such a system, detailing its functionality and benefits. The speaker’s personal experience and the impending launch of a SaaS product position him as an authority on the topic and offer viewers a potential solution to their scaling challenges.

Notable Quote

“Secret to scaling on paid social, primarily Facebook right now is creative diversity combined with creative scale.” – The speaker, outlining the central thesis of the video.

Conclusion

The primary takeaway is that scaling paid social advertising, particularly on Facebook, requires moving beyond manual ad creation and embracing creative diversity at creative scale. This is achieved through the implementation of bulk ad systems that leverage APIs and spreadsheet-based workflows. The speaker’s experience and the development of a dedicated SaaS product underscore the importance of this strategy and provide a pathway for others to implement it.