Stop overcomplicating this...

Hey, {NAME}. One of the biggest mistakes advertisers make is that they overcomplicate things. Their problems are self-inflected because they do too much. Today, I want to stick with that theme. Let's discuss the multiple ways that you might be overcomplicating things and provide some resources to help fix that. 1. Limit the number of campaigns. I'm not saying that you should create only one campaign -- or even that you should create one campaign per goal (like one for sales and one for leads). My request is that you look at what you're doing and ask yourself whether all of the campaigns that you've created are necessary and helpful. Extra, unnecessary campaigns will water down your budget and could impact your costs. Read more about limiting the number of campaigns here: [( 2. Avoid over segmentation of targeting. This is especially for anyone who has ever seen a warning from Meta related to Audience Fragmentation. Meta is telling you that you are making ad delivery less efficient by attempting to split up your audience. There are rare situations when this may be necessary, but you need to determine if your case is one of those situations. Read more about audience fragmentation here: [(=) 3. Stop obsessing over audience selection. This can be connected to the over segmentation of your audience. Which detailed targeting should you use? Which lookalikes? Should you use one or many? Should you use custom audiences? Which ones? Should you limit the age range? You end up creating multiple ad sets, testing it all. In reality, none of those options may matter. The algorithm is going to do what the algorithm wants to do. You'll get different results, but it's not necessarily because of your inputs. Read more about whether targeting matters anymore here: [( 4. Limit the number of ad sets. This is often connected to over segmentation of targeting, but it doesn't need to be. Advertisers create multiple ad sets for many reasons, whether it be to promote different products, optimize differently, segment targeting, or test creative. If you overdo it, you likely get warnings related to auction overlap, which will drive up your costs. Ask yourself whether all of the ad sets that you are currently running are necessary and beneficial. Remove everything that isn't. Read more about the number of ad sets you should use here: [(=) 5. Optimize for the action that you want. Don't get cute. If you want purchases, use a performance goal for conversions where the event is purchases. You may not exit the learning phase. You may not get optimal results. But trying to optimize for something further up the funnel simply because it gets you more volume will rarely get you more of the action that you want. Read more about the linkage between the performance goal and results here: [( 6. Use Advantage+ Placements in almost all cases. Not all placements are created equal. Some are more expensive than others. Some generate more volume of impressions than others. And some are more likely to get you conversions than others. But, that doesn't mean that you should remove the placements that you view as low quality. You'll likely drive up costs as a result. Read more about when you should edit placements here: [() 7. Consolidate your budget. One of the greatest benefits to limiting the number of campaigns and ad sets is that it allows you to consolidate budget. This is especially helpful if you have a clear cap on what you can spend. Once you start splitting that budget between multiple campaigns and ad sets, you're potentially making them all less effective. When you limit what you have running and consolidate your budget, you and the algorithm can have focus. Learn more about the benefits of consolidating your budget here: [() If you have any questions at all, don't hesitate to ask. Have a great week! Cheers, Jon P.S. You received this email because you subscribed to my newsletter. If you don't want to receive these emails, click the link below to update your preferences... [UPDATE EMAIL PREFERENCES]() [Unsubscribe]( Jon Loomer Digital 17503 Ruxton Ct. Parker, Colorado 80134 United States