I keep telling advertisers to simplify things. Don’t overcomplicate campaign construction. Stop obsessing over targeting. There’s no need for all of those ad sets.
I’m often met with defensiveness and disbelief. But, I see myself in your approach, and I get it.
What I Did
I’m telling you to stop doing these things because they are strategies I used. This is what I did three, five, and even ten years ago. I loved complicated strategies.
I did not embrace Meta’s evolution towards automation. I hated CBO when it came out. I revolted against audience expansion. I was stubborn because I thought the simplified approach could never be smarter than I am.
I was wrong.
I’m not telling you to stop doing something that I’ve never done myself. I’ve run Facebook ads from the beginning. This isn’t my first rodeo.
Be Honest With Yourself
Give it some thought. Are you overcomplicating this? Are you being stubborn?
Do you want the automated and simplified approach to fail?
Many advertisers resent the simplified approach because they view it as an attack on the way they’ve always provided value. But, it may be time to take an honest look at what you’re doing and whether it’s helping.
