Ad copy and creative are more important than ever before…
The levers you pull to drive effective Meta ad results have evolved over the years. Some factors matter more now than before, and some factors matter a whole lot less.
The three primary ways you can impact performance now are through the Performance Goal, feeding attribution, and the ad copy and creative.
These three things are directly connected. Once you define your goal, your ad copy and creative need to attract your target audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More and inspire the specific action that you want.
But Meta ads aren’t magical. Just because you set up the performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More and put all of the necessary feeds for attributionAttribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More in place doesn’t mean you’ll get good results.
You need effective ads. You need to stand out and inspire action.
Give Meta different formats and multiple text options to test.
And make sure that it looks the way you want it in each placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More.
Copy and creative are where you have the most control over performance.
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