#25 - Meta Ads: Do These 3 Things and Leave the Rest to AI
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This week, I am discussing Meta advertising, one of the key channels in digital marketing for both organic and paid efforts.
Although it seems like Facebook has become a tired brand, and only Gen X and Millennials use this platform, but in the Meta Suite, Facebook is still the granddaddy of all the channels.
Advertisers and marketers still spend most of their time and budget on Facebook because it delivers the best results.
So, let's talk about Meta this week.
This week's edition
?? Meta Ads: Do These 3 Things and Leave the Rest to AI
?? Post of the week
Meta Ads: Do These 3 Things and Leave the Rest to AI
Advertising at Meta has changed a lot in recent years.
The Meta ad manager tool has become easier to use, and with the advent of AI, reaching the right audience has become easier with auto-optimization of campaigns and recommendations by Meta.
But with all these advancements, one thing is increasing, and that is competition, which is making standing out in the crowd even more difficult.
After years of running campaigns at Meta, I have learned that only these 3 things need to be optimized to drive results from your Meta campaigns and make your boss or client happy.
1. Use demographics instead of interests:
Previously, adding many interests to an ad set was key in a campaign, but this has changed now.
Don't add any interest!
Shocking? Yes, it's right. Don't add any interests. Or if you really want, add one or two interests.
Instead, use demographic options to target the right personas, such as:
Interests of people may change quickly, but demographics stay relatively longer.
2. Ad copy is the key:
This is a no-brainer.
The right message is key and will always be.
Understanding your customer's pain and writing an ad copy that accurately addresses the pain is at the top of everything.
And most advertisers don't put much effort into writing effective ad copies, whether it's on creative or on caption.
And this is the number one reason for most advertising campaign failures.
3. Keep it running, don't make changes too often:
Your client or your boss is always in a hurry to get results.
But we know campaigns don't work immediately.
They require patience.
Media buyers or advertisers start making changes to a campaign when they see no results for a couple of days after starting a campaign, or see results in some days and declining results in others.
This is the biggest mistake.
Don't make changes too often. Wait at least 5 days before making any change and test one thing at a time, such as not changing audience and creatives together.
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