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Perpetual Traffic
The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2
00:35:45
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- [00:00]
Ralph Burns
If you're still relying on Google and Facebook for all your performance, you're missing taking your performance even further. That's where Realize comes in. Realize helps performance marketers tap into more ad placements across hundreds of premium websites, reaching audiences you just can't find on traditional social channels. With intent based, contextually relevant ad placements, you can drive real conversions, not just impressions, and expand your acquisition strategy with better data, more control and higher roi. Thousands of brands already use Realize to diversify their ad spend, boost performance and unlock high quality traffic websites that will help you scale your business results. So if you're ready to go beyond the usual playbook and start reaching new audiences, check out discover.taboola.com perpetual to learn more. Or just check out the link over@perpetualtraffic.com for this episode.
- [00:54]
Andrew Foxwell
You are a creative shop now. If you want to do meta ads, that's what you're doing 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. Because meta can read this five, six.
- [01:08]
Ralph Burns
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 debt. What do you do?
- [01:18]
Andrew Foxwell
The good news is you have a huge opportunity to crank up your you're.
- [01:23]
Ralph Burns
Listening to Perpetual Traff. Are you struggling to keep up with marketing tasks? ActiveCampaign's autonomous marketing platform eliminates the busy work automatically, building and optimizing email, SMS and WhatsApp journeys, all for you. It's all powered by billions of data points that show you what drives revenue so you can launch campaigns in minutes instead of weeks. Extend your team with AI agents that handle campaign admin and tedious tasks that you know your team doesn't want to do. Focus on strategy and let the AI do the rest with data driven decisions, clear next steps and on brand messaging across every channel. Try the next era of marketing for free@activecampaign.com hello and welcome to the Perpetual Traffic Podcast. This is your host Ralph burns, founder and CEO of Tier 11. And today is part two of our two part series here with Andrew Foxwell. All about the gem Lattice Andromeda updates given you sort of the overview here. Now we're going to tell you exactly what this means for you, the advertiser. And we are going to be talking a fair bit about creative diversification which Reminds me to remind you that we are offering a special through the end of the year, through the end of 2025. It ends December 31st. You need to get in now. We're offering 11 of these packages. We've already sold eight of them. We only have if I do my math correctly. 3 left. So make sure that you schedule a call with our team in the month of December so you can plan for 2026. Now, now is the time to do it. It's not to wait until January. If you wait until January, you're already be behind. Now is the time to plan for 2026 and to set yourself up for success with creative diversification, which is the absolute key to all these updates that we're talking about here with Andrew Foxwell. We figured this stuff out. Like I've mentioned multiple times here on the show, we've spent now over $8 million of our own money testing these 10 creative types. How to use those 10 creative types with first click capi imports using EdgeTag, which is through the Tier 11 data suite, as well as through Expert Level Media buying, all led by John Moran, which we've talked about here many times on the show. I don't need to discuss that any further, but this is the key to success with Meta in 2026. If you don't do it, you're just not going to succeed. So it's just that plane. So we are offering an incredible deal here where you buy the Creative Diversification package, which is extensive. 30 plus ads per month, five to seven new ads every single week. These are done with content creators. UGC founder story all the 10 different ad types that we do, we, we have our own stable of content creators that we use. We've got about 70 or 80 of them that come from a stable of about 2,000. And this is the key to success right now. It's not just all about content creators, it's about creative diversification. So you're either on the bus or you're off the bus. Really for 2026, we'd love for you to be on the bus and setting yourself up for success. So check this out. Get the Creative Diversification package, but you get the Media buying and the tier 11 data suite for free. This thing would be over $25,000 if you actually put it all together. And we are offering it for an insanely low price. Check it out over at tier11.com forward/cd that's two11.com forward/cd now let's get on to today's show 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 Ogilvie, for example, like how are you going to talk to that customer in a way in which 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 six or seven of your ads they'll ultimately convert. Behind Creative is really a strategy. We had one of our growth strategists 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, 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. 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 and how do we sort of change that mindset?
- [06:17]
Andrew Foxwell
I heard somebody say that your campaign structure doesn't matter as much 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 up creator relationships to diversify that way. 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 or the way that things have been done, 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, and new and novel ideas that are going to reach people. And it doesn't mean that you have to have 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. And he said, well, it was really great because they had five different white listing partner. 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. Another one is you don't have to drive somewhere to the gym. That. And 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. Then there's the lifetime warranty. You get what I'm saying? Like, there's variation in this. And they're from five different white listing partners. So there's five different people that you're seeing. And it's not from the brand itself, which is also a 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. 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 fricking red shirt and sell it on 8x on ROAS, and it was ridiculous. And now you can't do it.
- [08:39]
Ralph Burns
No.
- [08:39]
Andrew Foxwell
Okay, now that doesn't mean you can't have catalog ads on which I highly recommend still having on. They're great and they work really well still, especially if you're customizing your catalog ads. But, you know, you want to have a, 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. 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, you know, creative training, not creative testing. So I think creative training, meaning that you're training your staff and yourself to think differently and 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, 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. This is new, this is net 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 we, I still, you know, we still get this question all the time. The Foxhole founders. How do I creative test? How do I actually creative test? 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, 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're, 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. Know what you're watching out for. 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 what I was saying. That's how you've proven that there's a something that 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 net new, and you feel like it really should have had more velocity than it did, then launch it in a new one, 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, your sandbox. 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. Like, it just didn't make sense that you could get social proof. And so you can still scale in place.
- [11:37]
Ralph Burns
If it works, just scale it. It's okay.
- [11:40]
Andrew Foxwell
And you can give more budget to it. That's an, that's an okay thing to do. And if it's successful in a testing campaign, like you've launched it and it's scaling in place and it's successful and you want to consolidate it over time. Also possible, if it's good, it will be good in another campaign container. If you give it enough budget, enough fuel, it will 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 100 grand a day or you know what I mean? And like, that's not what a lot of us are doing.
- [12:16]
Ralph Burns
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, we always just say, just 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 too. Those are like, here's my thing, go buy it. Which worked five, six, seven years ago. 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 you could get success. That does not work anymore. So for somebody who is $50 a day, what, like, what do you do? Like, how do you structure it? What would be your recommendation? I'm sure there's plenty of members and flexible founders that are in this kind of situation.
- [12:55]
Andrew Foxwell
Yeah, I mean, it's just simplicity. It's like one campaign and you're, 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, they're going to make sure that they're diverse. And, 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 costs zero. 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, are people clicking on this? This is, I mean, are people staying and looking at this video? Are they, you know, whatever, but you're the same things. Apply creative diversity in terms of type, static video, ugc. You know what I mean? You're, and in terms of diversity in terms of ideas and in what you're speaking to people on and you're just gonna, 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. You absolutely can do that.
- [13:58]
Ralph Burns
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 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 gotta do reels, you know, you gotta do, you know, your Instagram feed, you gotta do your Facebook feed, all that. 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 Andromeda right now. Hey, are you struggling to connect the dots across your marketing? Well, Adroll's connected advertising platform turns complexity into clarity with AI powered campaigns and seamless integrations. Advertise smarter, move faster, achieve more, learn more@adroll.com PTN that's adroll.com PT.
- [15:09]
Andrew Foxwell
So one, I wouldn't worry about the display and how it's going to display because meta 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. I think that when we talk about creative diversification 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 you potential customer base that you never thought about. So if you're selling socks like I talked about, hunters are an example. Another Persona that they're going off of for hollow 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. 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 chart in front of? I think the second one is in creative diversity is, you know, what are the craziest 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. 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, or 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. 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. Do you, you know, what are other things that are adjacent or, you know, potentially similar to what they're doing? And so we're researching that, we're doing that. And then the, 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 the same idea. They had a banger ad that won, 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 Andromeda. 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? Is it a, what's a 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? Right. I have one brand that they had this, they, they 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 improve their performance like significantly. They just hadn't variated who the people were seeing, you know, and so, and, and they created, changed 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. 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 10 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 the 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 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.
- [19:45]
Ralph Burns
So it's really, it's not just specifically, I'm thinking of one of the education companies that we work with right now, more generalized ads just for college education credits. And then all of a sudden we just so happen to do one on nursing and all of a sudden things just tripled. Like conversions tripled. And then we realized, oh crap, the video is actually a nurse. 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, like that company that business has six xed since we started with them because we figured out one avatar that they'd never even. They were more generalized. 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 things. Like that's creative diversification, but that's avatar research too.
- [21:02]
Andrew Foxwell
So. Absolutely.
- [21:03]
Ralph Burns
Like what's, I mean, I guess it's all of it is what you're saying.
- [21:06]
Andrew Foxwell
Yeah, yeah. No, no. And to your point, to your point, let's take the, 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. Because meta can read this. This didn't used to be the case.
- [21:27]
Ralph Burns
Right.
- [21:27]
Andrew Foxwell
You know, we used to have to do interest targeting and get in front of those people. Now it's not the case. You launch stuff that you're talking to, you know, people within not just nursing degree. But yeah, think about the other ones. Like people that are going to be schooled to be PAs or whatever. 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 haven't even talked about diversifying visual variation like we just talked about.
- [21:58]
Ralph Burns
Right Right. That's like. So it's one.
- [22:01]
Andrew Foxwell
Yeah, yeah, exactly. So my point is that, 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 meta ads, that's what you're doing. And people ask me all the time, you know, I feel like our, our, our churn is down. Our churn's up, our retention's down. I'm like, do you have a creative strategist on, on staff? No. You know, we outsource that. Problem one.
- [22:38]
Ralph Burns
Ouch.
- [22:40]
Andrew Foxwell
Right? That. That's you. How today it's. It's virtually impossible to be successful doing that. That way you can have a great outsourced cs, but like, you not. You're not going to grow because there's nothing fundamentally different about what you're doing. Let's take an example of an agency that went from. He was like, oh, shit, a year ago, literally in November, October of last year, this guy, he lives in Texas, super awesome agency owner hits 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? We're, you know, we are, you know, losing money almost. Da, da, da, da. Okay. So I said, well, you know, you could get into this or that. And he decided that they're going to get into creative strategy and really doubling down on saying, we're creative first shop. This dude has quadrupled revenue in one year. He just told me, good choice. 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. 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 can. He has to make more net new concepts.
- [24:07]
Ralph Burns
Smart move.
- [24:08]
Andrew Foxwell
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, I think I want to do creative. And I was like, I think it makes a lot of sense. 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.
- [24:29]
Ralph Burns
Creative is the targeting.
- [24:30]
Andrew Foxwell
And especially with this gem stuff is like, yeah. And now, now they're like, oh, now you got to do organics. Now you really need to turn into a creative shop. I told an agency owner today, I was like, if you got to have a videographer on stuff, everybody now has to have either a videographer, order a cutter, like a video editor. Like, it has to. I mean, maybe three, like, depending on how big you are.
- [24:51]
Ralph Burns
Yeah.
- [24:51]
Andrew Foxwell
You know, you're going to get that in turn.
- [24:53]
Ralph Burns
And you're also going to be able to charge what you're probably worth as well. I mean, going from a staff of five to 15 or whatever it happens to be. Obviously that's a cost for the agency. On 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, VPs, marketing directors of marketing, and they're trying to do this stuff on their own. They're listening to the show that, like, creative diversification. Great. Yep. Heard Burns talk about this a gazillion 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 and stuff. Like, what do you look for? What kind of advice do you give when people are sort of making that pivot to actually take that next step?
- [25:43]
Andrew Foxwell
Yeah. So, I mean, I do recruiting in our business, and this is a. A question I ask answer all the time for folks. So I think a couple different ways to 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 do you need help with? Do you feel like you have a young creative on staff that's really in. 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 cs. You need a, you know, creative strategist that can come in and be like, okay, now we're good, 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 offshore, you can get them us based depend, you know, depends. But like, for a good creative strategist in the United States, like you're paying $100,000 for this person pretty easily now, right? So just like be prepared that that's something that's happening.
- [26:42]
Ralph Burns
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- [27:16]
Andrew Foxwell
If you have, if you're starting from a totally blank slate and you're a CMO or growth marketing director, whatever, and you don't have this, then I would say, 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. 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. 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 contract or whatever, but somebody that can get that going. 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 Dara Denny's content on YouTube. Have them watch content from like, Rahul Isar is a, 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 this 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 have had zero experience that are just some kid that knew how to make video become really good. You know, people on this, like creative directors or even, well, they're creative strategists, but they're not necessarily doing the workflow of the 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. 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 that, 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 up fast enough is a huge one for so many people, right? Sure. 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 we're, you know, we're talking 10 to 15 to 20 periods a week. I, you know, Zach, who I was talking about before, he, he put a thing on Twitter this week that was. Or 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 the hundreds. Right. And he. They're spending a ton of money. But to that point, that's really the, the metric that you're trying to aim for. For.
- [30:09]
Ralph Burns
It's the thing. I mean, we've said it 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.
- [30:33]
Andrew Foxwell
Yeah.
- [30:34]
Ralph Burns
Major deal.
- [30:35]
Andrew Foxwell
I talked to an advertiser last week, randa 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 CPAs by 35% because they're just pummeling Facebook, which I was like, that's pretty cool. Yeah. No, so here's what Zach said. So Zach's Net New concepts month of October 25th, 299. 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 you have it. So there you go. Right? This is what we're talking about.
- [31:23]
Ralph Burns
Yeah, Some pretty healthy spend there going along.
- [31:26]
Andrew Foxwell
Yeah, 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 million. But you get. Just scale it down for yourself as you think about that size.
- [31:36]
Ralph Burns
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 ways.
- [31:54]
Andrew Foxwell
Absolutely.
- [31:55]
Ralph Burns
And like I said, I, 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 the complete opposite of what it is now. It's basically, it's no targeting. There's re. I mean, you remember all that that happened there went from the right hand rail, the ads in the news feed. It was.
- [32:14]
Andrew Foxwell
Oh, I remember. I, I was there.
- [32:17]
Ralph Burns
Yeah.
- [32:17]
Andrew Foxwell
Crazy.
- [32:18]
Ralph Burns
So some people who listen to the show don't even remember them 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?
- [32:34]
Andrew Foxwell
Yeah, email me anytime. Andrewoxwelldigital.com Happy to talk to anybody. You can check out foxwellfounders.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. So that's something that we have. We have a fully trained on all of our educational materials. Foxwell custom built GPT that you can get access to all of our training materials for 97amonth. 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. 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 Foxwell Digital.
- [33:22]
Ralph Burns
Absolutely. Well, like I said before, you know, our, our media buying and or creative team is in Foxwell 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 you dropping here today. Of course, wherever you listen to podcasts, leave us a rating and or review, it helps us get out to a wider audience so 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. We're still doing things the old way.
- [33:51]
Andrew Foxwell
Oh yeah.
- [33:52]
Ralph Burns
And you and I have been talking about this for six to nine months. I mean technically, Andromeda took place the end of 24, really sort of into the early part of this year. So we'll leave some links in 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 Foxwell Founders and super, super happy to have you on for a second time here. So I hope you enjoyed that two part episode with Andrew Foxwell, one of the most important names in meta advertising. Now he and I have been around quite a long time, been doing this for many, many, many years and we're both pretty tired into Meta and obviously his insights on this new GEM update are absolutely fantastic. Which reminds me that we still have this special going on at tier 11 where you buy our creative diversification package which is the key to leveraging Meta's algorithm right now. The key to gem, the key to Meta, Andromeda, the key to Meta Lattice, which we didn't really even talk about here today quite as much. That is the key to success for you in 2026, and if you haven't already started planning for 2026, now is the time to do it. So book a call with our team and get the Creative Diversification Package. But when you buy the Creative Diversification Package, you get the media buying and the Tier 11 data suite for free. So check it out over@tier11.com CD so appreciate you all listening here today. Make sure that wherever you listen to podcast, give us a rating, a review, gets this show out to a wider audience and teach people how to do this stuff the right way, through metrics that matter and growth that scales. On behalf of my amazing co host who could not make it here today, Lauren E. Petrullo, until next show, see ya. You've been listening to Perpetual Traffic.