You’re overthinking it. If I can get anything through to advertisers, I want it to be this:
Don’t assume a complex campaign construction is necessary.
Let me explain…
What Advertisers Think
You think you need to control targeting and segment your audience. But Meta has more data on your ideal audience than you can imagine.
You think that Meta doesn’t know who is most likely to convert, so you focus on remarketing. But Meta is doing that automatically already.
You think you need multiple campaigns and ad sets for testing, awareness, and top of funnel. But you’re doing this based on a flawed understanding of how things work, rather than solving actual problems.
All you do in the process is water down a modest budget. You make your results worse.
What to Do Instead
You don’t need to do this. It’s often way simpler than we assume. Limit the unnecessary complexity. Optimize for the action that you want.
If you aren’t getting good results, start with the obvious things in your control.
- The ads
- The landing page
- The purchase flow
- The post-lead process
But start with the ads because it’s almost always the ads. Keep it simple.
I created an Ad Brief that summarizes my feelings on a simplified approach to campaign construction. Read the free sample here.
