Focus less on the ‘HOW’ of Meta advertising.
Here’s what I mean…
The Mechanics
One of the biggest mistakes I see advertisers make is that they’re too focused on the mechanics. When they don’t get results, they look at all of the levers they can pull to fix them.
It could be targeting or placements or bidding or attribution setting or something else. Or they think that campaign construction is the problem.
So they’ll follow advice from some guru on the internet with a “proven strategy.” They try all of these things that represent the ‘HOW’ of advertising, and nothing fixes their results.
It’s not that these levers and strategies make no difference at all. And you absolutely can make your results worse by overcomplicating things (this is why I recommend a simplified approach to campaign construction). But no strategy or approach or lever will ever be the universal solution to your problems.
‘WHAT’ to Do Instead
And the problem is that so many advertisers look at these strategies and settings as Step 1 of solving the problem of bad results. But they shouldn’t be.
Spend less time worrying about the ‘HOW.’ The answers are found in the ‘WHAT’ and the ‘WHY.’ I’ll get to that in the next video.
Listen to my podcast episode on the How, What, and Why of Meta advertising.
