On my last video, I talked about how advertisers waste too much time worrying about the ‘HOW’ — all of the things that represent the mechanics of advertising. They’re too focused on all of the strategies and basics of campaign construction.
So it’s things like the targeting, the complex campaigns with multiple ad sets, and the endless web of ‘HOW.’ But none of those things are long-term solutions for bad performance.
Where to Make an Impact
The solutions are found in the ‘WHAT’ of Meta advertising — or WHAT you’re promoting.
- What is your product?
- What is the price/offer?
- What are your ads (messaging/creative)?
- What is the landing page?
It’s so simple, but for whatever reason, most advertisers look right past it.
It’s crazy to me that when I see people complain about results, they almost never talk about the ‘WHAT.’ They go through a long list of the ‘HOW,’ as if everything should work as long as the strategy is right. So they’ll go on about all of the strategies they’ve tried that just don’t work.
You know why they don’t work? Because no strategy fixes a problem with your product, price, ads, or landing page. Start there.
On my next video, I’ll get into the WHY.
Listen to my podcast episode on the How, What, and Why of Meta advertising.
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