2024 is the year that changes my understanding of meta-advertising. If you’re lucky, the transformation begins earlier.
But there’s an important update that changes everything…
Audiences change everything
Once Meta allowed us to segment all sales activity by audience segment, we gained new insights. But only if we want it.
I started testing everything:
As a result of segmenting my audience, I quickly realized a few important things: Remarketing will be prioritized regardless of whether you explicitly target your remarketing audience.
But there’s more. Audience suggestions don’t seem to matter at all. If your audience can grow (which is most of the time these days), then the algorithm will do what it wants.
new perspective
Knowing this, I started to look at targeting in a whole new light. I realized I needed to stop trying to control things I couldn’t control. I realized I needed to stop reducing my budget by using multiple ad groups that might reach many of the same people.
Once you accept this, you can focus on the things that will have the biggest impact:
- Your ad copy and creative
- your quote
- your landing page
That was my eureka moment in 2024. And you?
