On a prior video, I talked about the importance of focusing on aggregate results when evaluating ad performance. And this is true.
Let me explain…
Ad Details
Don’t get lost in the details, trying to isolate the top performing text, headline, or image.
Those things are important, but there are limitless combinations at play. And you’ll likely need multiple combinations of text and creative to perform well for your ad to be successful.
Is the aggregate of the ingredients you used to create your ad working? That’s what matters.
You could actually take this even further with your ads. The aggregate of performance of all of your ads is more important than isolating the top performer. Those ads work together, after all.
One ad may appear to more effective overall and on average. But the other may actually work better for a specific group of people or in certain placements.
Other Examples
You can apply this to other areas of your advertising, too.
Don’t worry about the performance of individual placements. Most advertisers know this by now, but it’s the classic example. Focus on the aggregate of how all placements performed together, rather than stressing over how Meta distributed impressions between them.
Don’t worry about how individual ad sets performed if you segmented by audience. Not that you should, since I’d recommend normally avoiding it. But if you did, focus on the aggregate of the campaign performance (and use Advantage+ Campaign Budget).
This approach pulls from something that Meta calls the Breakdown Effect. It can easily mislead advertisers if they aren’t careful.
