$300M in Meta Ads, 8 Hacks

"I've spent over $300 million on Meta ads, and these are the eight hacks that I wish I knew sooner."

「我在 Meta 广告上花了超过 3 亿美元,下面这 8 个心得,是我真希望自己早点知道的。」

"Starting with hack number one — and this is a thing that nobody's talking about, and it's the exact reason why your video ads are tanking right now."

「先说第一个。这件事没人在讲,而它正是你的视频广告现在扑街的根本原因。」

"Everybody thinks that you need slick video ads and UGC creatives in order to crush it on Meta ads in 2026. And they couldn't be more wrong."

「所有人都以为,2026 年想在 Meta 上打爆,得靠精致的视频广告和 UGC 创意。他们大错特错。」

"Since Meta launched Andromeda, this thing is a hungry panda, and you need to feed it with an absolutely absurd amount of fresh creatives in order for your ads not to fatigue."

「自从 Meta 上线了 Andromeda,这玩意儿就是头饿疯了的熊猫——你得拿多到离谱的新素材去喂它,你的广告才不会疲劳。」

"It is so hard to produce the volume of video that is required in order to have your ads not fatigue."

「要产出'让广告不疲劳'所需要的那个视频量,实在太难了。」

"Take, for instance, my own ad account. I have over 17 VSLs that I am running right now as ads. And that is just an absurd amount of volume."

「拿我自己的广告账户来说,我现在同时在投的 VSL(视频销售信)就有 17 条以上。这个量已经离谱了。」

"However, I can run thousands of different static ads much cheaper and much quicker than producing videos."

「可我能跑上千条不同的静态图广告,比做视频便宜得多、也快得多。」

"And so, if I had to pick one type of creative format — whether video or statics — I would pick statics all day of the week."

「所以要是只能选一种创意形式——视频还是静态图——我闭着眼都选静态图。」

"I have an entire creative team, and it is still a challenge for me to pump out the volume of video creative that I need to actually feed the ad account at the scale that I'm running."

「我有一整支创意团队,可要产出足够喂饱我这个投放规模的视频量,对我来说依然吃力。」

"One way to do that is using my platform Kong, where you can basically, at a click of a button, produce 180 headlines, two body copy variations, and then pick from a whole library of proven ad creatives."

「一个办法是用我的平台 Kong:基本上一键就能生成 180 条标题、两版正文,然后从一整个'已验证爆款素材库'里挑。」

"Another reason statics, in my opinion, are superior to videos: Facebook realized that there's only so many video ads they can show each user per session."

「静态图在我看来更强,还有一个原因:Facebook 意识到,每次会话里能给一个用户展示的视频广告数量是有上限的。」

"And so their algorithm actually has a bias towards static ads, because they can show way more statics to people within one session of Facebook."

「于是它的算法其实偏向静态图——因为在一次 Facebook 会话里,它能给人展示多得多的静态广告。」

"That's what they're optimized for. They are a business optimizing for revenue. If they can show more ads to the same person on the news feed, you're going to be the one that benefits from that."

「这就是它优化的方向。它是一家为营收做优化的公司。它能在信息流里给同一个人塞更多广告,而最终受益的,就是你。」

"I spent weeks and weeks in pre-production, planning, and shooting, and then had my video team edit these super high-polished VSLs."

「我花了一周又一周做前期筹备、策划、拍摄,再让视频团队剪出那些高度精致的 VSL。」

"Then I looked at my ad account, and I could see these down-and-dirty native statics I'd created that are literally outperforming a VSL that took two and a half months to produce."

「结果我一看账户,那些我随手做的、糙糙的原生静态图,居然实打实地跑赢了一条做了两个半月的 VSL。」

"And that's why I'm so bullish on statics."

「这就是我为什么这么看好静态图。」

"So here's how you apply this to your business: go to whatever calendar you use to manage your week, and dedicate one hour per week where you take your winning offer, your winning product or service, and dedicate that hour to creating fresh creatives every single week."

「具体怎么用到你自己身上:打开你管日程的日历,每周固定留出 1 小时——拿你跑赢的 offer、跑赢的产品或服务,就用这 1 小时,每周都产一批新素材。」

"Which brings us to hack number two. And this one is a filthy little one that I recently found out goes absolutely wild."

「这就带到了第二个心得。这是个'阴损'的小招,我最近才发现,效果好到离谱。」

"Everyone knows about finding your winning creative or your winning ad. But what most people don't know is that with Andromeda, it is looking and analyzing your image, your copy, your offer, your landing page — and all it's trying to do is find that person to serve them your ad."

「找出你的爆款创意、爆款广告,人人都懂。但大多数人不知道的是:Andromeda 会去分析你的图、你的文案、你的 offer、你的落地页——它做的全部事情,就是找到'那个人',把你的广告推给他。」

"So, if you want to target different people, you actually have to put that in the creative and in the body copy."

「所以,你想触达不同的人,就得真的把这一点写进创意、写进正文里。」

"So what I do is I get my best winning ad, and then I look at: what are the 20% of clients that represent 80% of the revenue in my business? I look at the niches they operate in, and then I basically put those niches in the headline or the body copy of the ad."

「我的做法是:拿出我最好的那条爆款广告,然后看——贡献了我业务 80% 营收的那 20% 客户是谁?我看他们所在的细分赛道,然后把这些赛道词直接塞进广告的标题或正文里。」

"'Here's how to get 462 leads per week on autopilot.' Then it might be 'Here's how to get 462 dental leads on autopilot' — lawyer leads, property investment leads, whatever the niches are that you specifically want to target."

「'教你如何自动每周拿到 462 条 leads。'接着就可以变成'教你如何自动拿到 462 条牙科 leads'——律师 leads、房产投资 leads,你具体想打哪个赛道就换成哪个。」

"You simply take your winning ad, you duplicate it out, and you insert that keyword."

「你只要把爆款广告复制一份,把那个关键词插进去,就行了。」

"This thing alone will dramatically drop your cost per lead, and it will open up different pockets of audiences on Meta that, if you just had a generic ad, you would not be able to reach."

「光这一招,就能大幅拉低你的 cost per lead(单条线索成本),还能在 Meta 上打开一块块原本用一条泛泛的广告根本够不到的人群。」

"It's not some magic word. It is a category word — what we call an identity trigger — and it also feeds the algorithm to know who it should be going out there and looking for."

「这不是什么魔法词。它是一个'品类词'——我们叫它'身份触发器'(identity trigger)——同时它也在喂算法,让它知道该出去找谁。」

"But the number one thing you must understand when it comes to Meta ads is that you are not selling your product. You are not selling your service."

「但做 Meta 广告,你必须懂的第一件事是:你卖的不是产品,也不是服务。」

"All we're trying to do is funnel as many of the people that would be applicable to whatever it is that we're selling, and bring as many of them as we can to our landing pages."

「我们要做的,只是把尽可能多的、对我们所卖东西对口的人筛出来,把他们尽量多地导到落地页上。」

"So this is what I want you to do right now. As soon as you finish watching this video, go to your ads manager and find your winning ad. Then duplicate that ad out and just add either a demographic to it or a specific keyword for the industry you want to target."

「所以我现在就要你去做:看完这个视频,马上打开你的广告管理后台,找到你的爆款广告。把它复制一份,给它加上一个人群特征,或者加上你想打的那个行业的具体关键词。」

"Then you launch those bad boys, go in, look at your CTR, and you'll see that performance is dramatically better. And that is hack number two — the one-keyword hack."

「然后把这些'狠货'投出去,进去看 CTR(点击率),你会发现表现大幅变好。这就是第二个心得——'一个关键词'的招。」

"All righty. So that's playing the game on beginner mode. Now let me show you how to really scale this thing up and absolutely rinse your Meta ad account — which brings us to hack number three."

「好。以上都还是新手难度。现在我教你怎么真正把它放大、把你的 Meta 广告账户彻底榨干——这就到了第三个心得。」

"So here's what most people do. They find their winning ad, they turn off all the other ads in the ad set that aren't performing as well as the winner, and then they're like, 'Let me just ride this one all the way home.'"

「大多数人是这么干的:找到爆款广告,把广告组里其他跑得没它好的广告全关掉,然后想'我就骑着这一条一路跑到底'。」

"And then they start scaling their ad, and then it fatigues, and it dies, and they've rested all of their performance on this one winner. This is amateur hour. This is the last thing that you want to do."

「然后他们开始给这条广告加量,它疲劳了、死了,而他们把全部业绩都压在这一条赢家上。这是外行做派,是最不该干的事。」

"Instead, once you find that winning ad, take that ad and pump it into AI — either Claude, Kong, ChatGPT, whoever it is you want to use — just do it."

「正确做法是:一旦找到那条爆款,把它丢进 AI——Claude、Kong、ChatGPT,你想用哪个都行——直接干。」

"Then what we're going to do is spit out hundreds of different variations. And the way I like to do this is I give it my winning ad and I say, 'Okay, I want you to read this ad and I want you to be the author.'"

「然后我们让它吐出上百个不同变体。我喜欢这么做:把爆款广告给它,然后说'好,我要你读这条广告,然后你来当这条广告的作者'。」

"'If we show the next ad, I'm going to ask you to write to 100 people — not one in a hundred would be able to tell you that this is written by a different person.' That is the premise. And now we get to cook."

「'接下来我让你写给 100 个人看——一百个人里挑不出一个能看出这是另一个人写的。'这就是前提。然后就可以开炒了。」

"Then we start to prompt it and say, 'Okay, now write this for 25-year-old women. Write it for a 30-year-old woman.' When you read it, it should pretty much read exactly the same, but there should be certain things on there that relate to the person we're trying to target."

「接着我们开始给它提示词:'好,现在写给 25 岁女性看。再写给 30 岁女性看。'你读起来它应该几乎一模一样,但里面会有一些点是专门贴合我们要打的那个人的。」

"The best way to do this is: one, start with your body copy; apply that same strategy to your headlines; and then move forward to your creative."

「最好的顺序是:第一,从正文开始;再把同一套打法用到标题上;然后再推进到创意(图/视频)。」

"And then typically you take all of those winning ad creatives, you chuck them in a CBO, you let Facebook's AI do its thing, and it's going to basically pivot the spend towards the creatives that are getting the best results in your campaign."

「然后一般你把这些跑赢的创意全丢进一个 CBO(战役预算优化),让 Facebook 的 AI 自己去跑,它基本上会把预算往战役里效果最好的那些创意上倾斜。」

"Now, this hasn't always been perfect. Oftentimes you'd do it and there'd be a whole bunch of ads in that campaign that wouldn't spend."

「不过这并不总是完美。很多时候你这么做,战役里会有一大批广告根本不花钱、跑不出去。」

"I take all of those ads that get no spend but that I have high conviction are good ads, and then I launch something called a zombie campaign — where I take all those dead ads, put them into an ad set, and launch those."

「我把那些没跑量、但我有很强信心是好广告的,全拎出来,启动一个叫'僵尸战役'(zombie campaign)的东西——把这些'死掉'的广告塞进一个广告组里投出去。」

"And then typically I can juice out another 20% of ads that are all winners there. And that is hack number three — the winning format clone."

「通常我能从里面再榨出 20% 全是赢家的广告。这就是第三个心得——'爆款格式克隆'。」

"However, everything that I've given you so far is absolutely worthless unless you get this next step right. Because if your ads look like ads, then they are already dead on arrival."

「不过,只要下面这一步没做对,前面给你的一切都毫无价值。因为你的广告只要'看起来像广告',它就已经出师未捷身先死了。」

"Let me tell you a story that is far too common that I hear every single day. Somebody sits down, they're putting together their Meta ads, and the first thing they think about is, 'Sabri, how do I make my ad pop off the feed? I want it to really stand out and hijack people's attention.'"

「给你讲个我天天都听到、太常见的故事。有人坐下来做 Meta 广告,脑子里第一个念头是:'Sabri,我怎么让我的广告从信息流里跳出来?我要它特别扎眼,劫持住大家的注意力。'」

"And guess what people hate more than anything? Ads. That's why there are hundreds of millions of people who have downloaded and installed ad blockers."

「可你猜大家最讨厌的是什么?广告。这就是为什么有好几亿人下载、装上了广告拦截器。」

"So instead of making our ads look like ads, we are going to do the absolute opposite. We are going to look at what is the type of content that people are natively consuming on these platforms."

「所以,与其让广告像广告,我们要反着来。我们要去看:人们在这些平台上'原生地'在消费的是什么样的内容。」

"I am running a 46-minute YouTube video with minimal editing right now. It's got millions of views organically on YouTube, and I'm taking that winning creative and just running it as an ad — because I already know that that content bangs organically. It's already proven it with millions of views."

「我现在正在投一条 46 分钟、几乎没怎么剪的 YouTube 视频。它在 YouTube 上有几百万的自然播放,我就把这条跑赢的素材直接拿来当广告投——因为我早就知道这内容在自然流量里是炸的,几百万播放已经证明了。」

"So what I'm doing is just moving that over to the paid ads engine, pouring gasoline on it, and lighting that puppy on fire and letting it scale. And that's exactly what you want to do."

「我做的,不过是把它挪到付费广告引擎上,浇上汽油、点着火,让它放大。这正是你该做的。」

"You might not have a video on YouTube that's got millions of views. That's okay. Just look at what is the native content that people are consuming in your niche already."

「你可能没有一条几百万播放的 YouTube 视频。没关系。你只要去看,在你的赛道里,大家已经在消费的原生内容是什么样的。」

"Another quick hack: you can create what we call a burner account. You sign up for a clean-slate TikTok and Instagram account, then go follow all the different influencers and pages in your niche and like their content."

「还有个快招:建一个我们叫'burner account(一次性小号)'的账号。注册一个全新的 TikTok 和 Instagram 账号,然后去关注你赛道里各种网红和主页、点赞他们的内容。」

"Then every time you log into that burner account, you're going to see the most popular content in your niche rise to the top of your news feed. And if that's what's getting promoted in the algorithm, then that's exactly the type of ads that you want to produce, and then run them as paid ads."

「之后每次你登录这个小号,都会看到你赛道里最火的内容浮到信息流顶部。而算法在推的东西,就正是你该照着做的广告类型,然后把它们当付费广告投出去。」

"And I can guarantee you that this will outperform your current best-performing ad. Which is hack number four: don't make your ads look like ads."

「我可以向你保证,这会跑赢你现在表现最好的那条广告。这就是第四个心得:别让你的广告像广告。」

"All right, so now I'm going to show you how to target buyers that your competitors don't even know exist."

「好,现在我要教你怎么触达一批连你竞争对手都不知道存在的买家。」

"When it comes to Meta ads, people usually approach it in one of two ways. The first way is they try to get super laser-targeted, and they do what we call interest stacking. They take all the interests in the niche — they like golf, they like Mercedes-Benz — and they stack all of those things up and go, 'Man, that is one ultra-layered targeting, and I'm going to find only the best buyers.'"

「做 Meta 广告,大家通常走两条路里的一条。第一种是想做到极致精准,搞我们说的'兴趣堆叠'(interest stacking):把这个赛道里所有兴趣都拿来——喜欢高尔夫、喜欢奔驰——层层叠上去,然后觉得'这定向层次简直无敌,我只会捞到最好的买家'。」

"Then you have the second school, where these guys are just like, 'Pick a country, go YOLO, and target them.' But this is where most people get it wrong."

「另一派则是:'选个国家,梭哈,就投他们。'但大多数人恰恰错在这里。」

"They don't understand that the more context you give Meta, the better they can actually go out and find those people — because the creative is the targeting now."

「他们不明白:你给 Meta 的上下文越多,它就越能真正出去找到那些人——因为如今,创意本身就是定向。」

"But most people run short-form copy. It's a very basic ad. Therefore the context window that Meta has is very, very small."

「可大多数人用的是短文案,广告很单薄。于是 Meta 拿到的'上下文窗口'就非常非常小。」

"So instead, what I like to do is have very long-form copy that literally gives the algorithm so much data of exactly who it is I'm trying to target, so that they can go out and find those people. Because if they have a limited context window for your ads, then the amount of people they can target for that creative is also going to be limited."

「所以我的做法反过来:用很长的长文案,实打实地给算法喂海量数据,告诉它我到底要打谁,好让它出去把这些人找到。因为如果它对你广告的上下文窗口有限,那它能为这条创意触达的人群数量也会跟着受限。」

"So stop trying to outsmart the targeting. These are the highest-paid engineers, with one incentive: to get your ad in front of the right people. So you keep feeding it Zuck bucks — you're not going to beat these guys."

「所以别再想着跟定向系统斗智了。那可是全世界薪水最高的一批工程师,只有一个 KPI:把你的广告送到对的人面前。你只管不停地喂它'扎克伯格币(Zuck bucks)'——你赢不了这帮人的。」

"So let the algorithm do all the heavy lifting, and spend all your time and energy on producing creative."

「所以让算法去干所有重活,你把全部时间和精力都砸在产创意上。」

"However, don't believe me. What I want you to do right now is go into your ad account, find your best winning creative that you probably got a bunch of interest stacking on, and duplicate that ad and put no targeting — just pick Australia, just pick America, just pick the UK — and let that puppy cook."

「不过,别光信我。我现在就要你去做:进你的广告账户,找到你那条最好的爆款创意(上面大概率堆了一堆兴趣定向),复制一份,然后不做任何定向——就选澳大利亚、就选美国、就选英国——让它自己跑起来。」

"Let both of those ads run side by side — your interest stacking versus your broad — and then in 7 days' time, go have a look at your CPAs, and you will be shocked. And that is hack number five: broad targeting with super-specific creative is the new meta."

「让这两条广告并排跑——你的兴趣堆叠 对 你的纯宽定向——7 天之后,回来看你的 CPA(单次转化成本),你会大吃一惊。这就是第五个心得:'宽定向 + 超具体创意',是新的打法(the new meta)。」

"Okay, so this next hack is exactly what happens after you actually get somebody to click. Because most advertisers spend 90% of their effort on the actual ads and only 10% on optimizing their landing pages. And this is a huge mistake."

「好,下一个心得,讲的正是你真的让人点了之后会发生什么。因为大多数投手把 90% 的精力花在广告本身,只有 10% 花在优化落地页上。这是个天大的错误。」

"Because if there isn't congruence between what they clicked on and what they see on the landing page, they're just going to dip. You're going to have a very high bounce rate."

「因为如果他们点进来看到的东西,和当初点击的广告不'一致',他们扭头就走。你的跳出率会非常高。」

"You might be getting super high CTRs and low cost per clicks from your actual ads, but your CPAs and your conversion rates will be in the toilet, because it doesn't match that scent."

「你广告端可能 CTR 超高、CPC(单次点击成本)超低,可你的 CPA 和转化率会烂到家——因为它接不上那股'气味'。」

"So this is what I like to do. Meta is the best split testing tool that exists on planet Earth. Your headlines are exposed to usually a thousand times the amount of people that actually click on your landing page."

「所以我的做法是:Meta 是这颗星球上最好的 A/B 测试(split testing)工具。你的标题被曝光给的人数,通常是真正点进你落地页的人数的一千倍。」

"So therefore you're getting so much more statistically significant data based on which headlines work. So I'll be running 20, 30, 40 different headlines for an ad variant, then I'm going to find what the best-performing headline is, and I'm going to take that headline and mirror it on my actual landing page."

「所以你能拿到多得多、更具统计显著性的数据,来判断哪个标题真的有效。我会给一个广告变体跑 20、30、40 个不同标题,找出表现最好的那个,然后把它原样搬到我真正的落地页上。」

"When I do this, I usually increase the conversion rate by a bare minimum of 15 to 20%. Just that one thing — not only in the headline, but in the sub-headline and also the lead-in of that copy."

「我这么做,通常至少能把转化率拉高 15% 到 20%。就这一件事——而且不止用在主标题上,还用在副标题和文案的开头引子上。」

"I have a rule: at any given time, I have to have at least three split tests running. Otherwise, I have a severe sense of anxiety."

「我有条铁律:任何时候,手上至少要有 3 组 A/B 测试在跑。不然我会严重焦虑。」

"What you want to always make sure you're doing is taking your insights from your best-performing ads and making them present on your landing page, and then running them as split tests to just inch out 10, 20, 30% higher conversion rates across the board."

「你要始终确保在做的,是把从最好广告里得到的洞察,搬到落地页上呈现出来,再拿去做 A/B 测试,一点一点把整体转化率往上抠出 10%、20%、30%。」

"So what you want to do right now: open up your ads account, look at your top three performing ads, and look at the headline of the ad and the headline of that page side by side. And if it doesn't match — if they aren't congruent — fix it within 24 hours. Look at your conversion rates and thank daddy. And that is hack number six: match your ad to your landing page."

「所以你现在就去做:打开广告账户,看你表现最好的三条广告,把广告的标题和对应落地页的标题并排放在一起看。如果对不上——如果它俩不一致——24 小时内改过来。然后看你的转化率,回来谢我。这就是第六个心得:让你的广告和落地页对齐。」

"Okay, so now let's talk about how to turn every $1 that you spend on ads into $3 or $5."

「好,现在来聊聊,怎么把你花在广告上的每 1 美元,变成 3 美元或 5 美元。」

"Think about it this way. You've run an ad, you sent people to a landing page, and they haven't bought. And then what you're doing is you're like, 'You should just buy — I'm just going to serve those people with more ads.' There is a reason why that person didn't buy."

「这么想:你投了广告,把人导到落地页,他们没买。然后你的反应是'你倒是买啊——我就继续给这些人塞更多广告'。可人家没买,是有原因的。」

"So you want to think about what are the reasons people don't buy. The number one reason people didn't buy is that that offer wasn't right for them. That product wasn't right, that service wasn't right."

「所以你要去想:人们不买的原因有哪些。头号原因是——那个 offer 对他们不合适。那个产品不对,那个服务不对。」

"So what I like to do is, if I've got multiple products or services, I like to retarget that audience with different offers. And you will be shocked at how good this works."

「所以我喜欢这么做:如果我有多个产品或服务,我会用不同的 offer 去对这批人做再营销(retarget)。它的效果好到会让你吃惊。」

"Somebody might be coming in for one thing. You'll be like, 'They're only in the market for protein powder, because that's what they clicked on.' You might be at like a two or a three ROAS for your protein powder."

「有人可能是冲着某样东西来的。你会想'他们只想买蛋白粉,因为他们点的就是这个'。你的蛋白粉可能只做到 2 倍或 3 倍 ROAS。」

"Then you start retargeting the people that didn't buy on that page with creatine, and you'll see maybe you're at a six ROAS. I know it doesn't really make sense, but just trust me and thank me later."

「然后你开始用肌酸(creatine)去对那批在页面上没买的人做再营销,你会发现也许能做到 6 倍 ROAS。我知道这听起来没什么道理,但你先信我,回头再谢我。」

"All right, it's time for the deep dive. So this is what a retargeting campaign looks like for our clients. Exactly what we want to be doing is: we're going to have our top-of-funnel ad, we're going to be sending them through to a landing page."

「好,该深入拆一下了。这是我们给客户做的再营销战役长什么样。我们要做的正是:先有一条漏斗顶端(top-of-funnel)的广告,把人导到一个落地页。」

"Then, in an ideal world, they're running one of my kinds of funnel — a high value content offer. And the reason we do this is for multiple reasons, but the most important one is because we get so much intel from the market."

「然后在理想情况下,他们跑的是我那套漏斗之一——'高价值内容 offer(high value content offer)'。我们这么做有很多原因,但最重要的一个,是能从市场拿到海量情报。」

"Because we outbound-call every person that downloads one of our free reports, we get them on the phone and we find out all their pains and fears, hopes and dreams — why didn't they book a phone call with us, why didn't they buy?"

「因为我们会主动外呼每一个下载了我们免费报告的人,把他们约到电话上,摸清他们所有的痛点和恐惧、希望和梦想——他们为什么没跟我们约通话?为什么没买?」

"We take all those things, and the first ad that we like to put together is an objection-handling ad. We take all the reasons that they didn't book in a phone call, and then we address that."

「我们把这些全收集起来,然后第一条要做的广告,是'异议处理广告(objection-handling ad)'。我们把他们不约通话的所有理由拿出来,一条条去回应。」

"Then, in addition, we're going to take proof testimonial ads. We're going to run them as carousel ads where we retarget those audiences and show them more proof that all the claims we've been making in our ads actually deliver."

「然后,我们还会做'证明/见证广告(proof testimonial ads)'。我们把它们做成轮播广告(carousel),对这些人群再营销,给他们更多证据,证明我们广告里说的那些承诺是真能兑现的。」

"Then we're going to have a third component: we take other subsequent offers, services, products that we could sell them, and we're going to put them all into a CBO of our best-performing ads for all of those products, and retarget them to those audiences as well. You do that, you will be printing."

「接着是第三块:我们把还能卖给他们的其他后续 offer、服务、产品拿出来,把这些产品各自最好的广告全塞进一个 CBO 里,同样对这些人群做再营销。你这么干,就是在'印钞'。」

"And then the last one is an audit of some description — something where you dress up your call of value in itself, where whether or not these people buy, they are going to walk away from that phone call with some piece of value. Do that now and enjoy the upside. And that is hack number seven: retarget with a different offer."

「最后一块是某种'诊断/审计(audit)'——你把它包装成一次本身就有价值的'价值通话(call of value)':不管这些人买不买,他们挂了这通电话,都能带走一点实打实的价值。现在就去做,享受它带来的回报。这就是第七个心得:用不同的 offer 做再营销。」

"All righty. So this last hack — this is a thing that separates people that run ads versus people that run businesses."

「好。最后一个心得——它区分的是'投广告的人'和'经营企业的人'。」

"I spoke to a dude this morning who was at a 40 ROAS, and I'm like, 'Bro, why are you not spending more money?' He's like, 'Oh, I just… I don't know.'"

「今早我跟一个哥们儿聊,他做到了 40 倍 ROAS,我说'兄弟,你为什么不多花点钱?'他说'呃,我就是……不知道'。」

"But then, more often than not, when I convince somebody to spend more money, what they say is, 'Oh, I tried spending more, but the cost per lead went up to 50 bucks,' or 'my ROAS went from a 15 down to an 11.'"

「但更多时候,当我说服一个人多花钱,他们会说'哦,我试过加预算,可 cost per lead 涨到了 50 块',或者'我的 ROAS 从 15 掉到了 11'。」

"And I'm like, 'Okay, cool. But did you make more money within a 30-day period?' And they're like, 'Yeah, but the ROAS number as a percentage went down.' Who cares? Forget the ROAS percentage — I need that net cash."

「我就说'行,可以。那你在 30 天里赚的钱变多了吗?'他们说'变多了,但 ROAS 这个百分比数字下降了'。谁在乎啊?别盯着 ROAS 百分比——我要的是净现金。」

"What you really want to be doing is looking at what the blended ROAS is — not on an ad account level, but on a business level. And that's the thing that you're optimizing."

「你真正该看的,是'混合 ROAS(blended ROAS)'——不是在单个广告账户层面,而是在整个业务层面。那才是你要优化的东西。」

"But even more important than blended ROAS is realistically net free cash flow. What you want to do is find what that break-even ROAS is — what is a realistic number that you can spend as the maximum to acquire a customer — and you want to keep feeding the beast until you get close to that number."

「而比混合 ROAS 更重要的,说到底是净自由现金流(net free cash flow)。你要做的,是找出你的'盈亏平衡 ROAS'——为获取一个客户,你现实中能花的最高值是多少——然后一路喂这头野兽,直到逼近那个数。」

"You want to scale your ads as hard as you possibly can. Even if the ROAS goes down from a 10 to a 5, but the difference is between spending a thousand bucks a month and spending a hundred grand a month — you make so much more money at the end of the day."

「你要把广告放大到你能承受的极限。哪怕 ROAS 从 10 掉到 5,但差别是每月花 1,000 块 还是 每月花 10 万块——到头来你赚的钱多得多。」

"The only way that you get confidence to scale a business is based on data. And you want to make sure that the integrity of your data is sound. Data gives you confidence. And if you have confidence, you move with speed and conviction. And that is the way that you go out there and literally wipe the floor with the competitors and take the market."

「你敢放大一门生意的唯一底气,来自数据。而你要确保你数据的完整性是可靠的。数据给你信心。有了信心,你就能以速度和决心行动。这正是你走出去、把竞争对手按在地上摩擦、把市场拿下的方式。」

"Another very tactical thing you can apply is: block out 3 hours a month in your calendar to just look at your numbers — looking at them, feeling them, smelling them, actually knowing them. Not what your data analyst says, not what your media buyer says — you physically going in and verifying the data yourself."

「还有个非常实操的动作:每月在日历上圈出 3 小时,就用来看你的数字——盯着它、感受它、闻它、真正吃透它。不是听你的数据分析师怎么说,也不是听你的投手怎么说——是你亲自进去,自己把数据核一遍。」

"The level of confidence that gives you — it is very, very rare that there is another activity you can do inside your business that's going to be more impactful than this. And that's hack number eight: track the metric that actually matters."

「它给你的那种底气——在你的企业里,几乎很难再找到一件比这更有影响力的事。这就是第八个心得:盯住那个真正重要的指标。」

"And these are the eight hacks that I wish I knew sooner."

「以上,就是我真希望自己早点知道的 8 个心得。」

"Now, you might be thinking, 'Sabri, why do you make all of these videos? You've already got this big business, you're a multi-millionaire, all of this stuff.'"

「你现在可能在想:'Sabri,你干嘛做这么多视频?你早就有了这么大的生意,身家千万,啥都不缺。'」

"I grew up in a single-parent household, and money was always a problem. And I always said to myself, if I get to a place where I have the means and the money, I want to be in a place where I can send the elevator back down."

「我在单亲家庭长大,钱一直是个问题。我一直对自己说:如果有一天我有了财力和金钱,我要能把电梯放回去,接上还在下面的人。」

"And that's exactly what I do in this content that I'm putting out on my channel. Because if this information can help you solve one of the problems in your life that money can solve, then every single video that I produce is worth it."

「这正是我在自己频道上做这些内容的原因。因为只要这些信息能帮你解决人生里一个'钱能解决'的问题,那我做的每一条视频就都值了。」

"So if you're enjoying this content, if you want to see me keep making it — and even making more of it — let me know what kind of content you want to see. And if you enjoyed this video, you're going to absolutely love this one, which is on Facebook ads. Like, subscribe, and I'll see you in the next."

「所以,如果你喜欢这些内容、想看我继续做——甚至做更多——告诉我你想看什么。如果你喜欢这条视频,你一定会爱死这条讲 Facebook 广告的。点赞、订阅,我们下期见。」