Standard method for meta-advertising creation

If you are a meta-advertiser, your advertising strategy is everything. Now is more important than ever. Because advertisers have less control, ads are ultimately the best leverage to impact your results.

Meta andromeda changed the rules. Creative diversification replaces micromanagement goals that leveraged advertisers can actually control.

But you can’t be on a whim. Good, successful advertising strategies involve major ideas and plans. And whether it works is far beyond your images or videos.

Indeed, this is probably the biggest misunderstanding about successful advertising strategies. Most advertisers start with images or videos and work backwards. However, creative decisions should go into this process a few steps.

What should be the standard method of creating meta-advertising today? Well, there is no way. But I wrote this article to be as standardized as possible.

If you are trapped and don’t know where to start when it comes to advertising strategy, please use this post as a guide. You can make it simpler or more complex, but this will be a great place to start.

1. Define your goals

When planning your strategy, you should almost be fully focused on what is happening in the ad itself, but we need to define our goals first. It helps our advertising copy and creative purposes.

Performance goals tell the system the most important thing. Everything else (positioning, placement and even budget allocation) is secondary.

I highly recommend focusing on conversion-centric goals. No need to buy, although that’s my preference. Otherwise, lead is also good.

For this policy, we are creating a campaign using an ad set. While there are always exceptions when you may split assets, the target should be merged where possible.

So the first step is to choose a goal, which is the performance goal you choose.

2. Define your unique buyer role

Now that we know our goals, let’s consider the different groups that define our buyer role. Assuming your goal is to sell, who might be the different types of people you bought from? Listed.

Understand that this is not a targeted technique. In the past, you might have performed similar exercises to pick interests and behaviors. However, your target input is only recommended when optimizing the conversion. Meta is very clear that the best leverage you control for positioning is now in the ad.

In other words, meta does not require your targeting input to show your ads to the person who will be converted. But it does require you to be creative for the system of speaking to the right type of people.

First, have a very clear understanding of who your ideal customer is. Who are you trying to inspire? What might their profession be? Where will they live? Try to capture the demographics and potential roles of these people as well as the contextual environment.

Maybe there is a unique buyer character. Maybe there are multiple. Take some time to list on this. These are the people you want to consider when creating your ad.

3. Map pain points to product solutions

Suppose you have three different buyer roles. Create three sets of notes, one set.

Under each role, list the frustrations and challenges these people face. What are their struggles? What are the common problems of obstacles or bottlenecks at that time?

Connect these pain points directly to the solutions the product can provide. How does your product solve these daily problems to make its life easier? Define the transformation or feeling after solving this problem.

This is the “reason” behind your ad.

4. Determine the proof or demonstration to support the solution

Now that you have the buyer’s role, their pain points and product solutions, let’s consider how to prove evidence through advertising. This is how you will bring credibility to your product commitment and demonstrate its authenticity.

There are many different ways you can match the proof style to the characters and pain points. Here are some examples:

• Direct demonstration (Before/after the tutorial)
• Social Certification (Comments, Recommendations, UGC)
• Certificate of authority (Data, statistics, expert approval)
• Aspiring (Lifestyle change)
• educate (Explanation of the problem, operation method)
• Compare (With an alternative or an old way)

So your full messaging arc looks like this:

Paint Points>Solutions>Proof

5. Develop message changes for each role

This will provide you with the bones of advertising. You know the target audience you are writing about. You know the solution to focus on. Also, you have selected the proof style to provide verification. These are different ads.

Let’s consider a very simple example. If you have a customer role with two pain points, you need to focus with a product solution, which are two ads. But maybe you chose two different styles of proof to convey across messages (testimonies and recognition). That will give you four ads.

It’s the simple side, but this can be scaled up quickly. Don’t be overwhelmed. Even a character with a strong message is a great starting point.

Now you need your text. META enables you to provide up to five main text and five title options for each ad. While I don’t want to offer five, I recommend using as many options as possible.

But, suppose you create five main text and five title options for each ad. In a simplified version of one character with two pain points, each character has two proof styles, and you should use a different ad copy for each plot.

In other words, the five main texts and five headlines you create for AD #1 should be what makes the uniqueness of that particular character, pain points, solutions and proof style. I won’t reuse anyone else.

When it comes to how to deal with major text changes, consider a way to try to achieve the same goal and achieve the same population in different angles. This can be as simple as having short, medium and long text options. Or use different tones such as direct, ideal and data-driven.

6. Match multiple creative formats with each message set

So now we have ads, but we lack the most important visuals: The idea itself.

Here are three main options:

• Static image
• video
• Carousel (image or video)

There are three different ways you can solve this problem…

Individual ads for each format.

So you can create an ad that takes advantage of static images, a video, a carousel. In theory, you can use the same text in these three texts.

Creative by placing customization

One problem with the first option is that you cannot use static images for each placement. You can’t use videos or carousels in each location, either. Some locations require video, while others require static images. Or in some cases, a format may just be better suited to place (reel video).

So what you can do is to do a single ad with a single ad and take advantage of different format types by placing custom ideas. For example, you can technically do videos on reels and still images on feeds.

Use flexible format

Assuming you are using a sales campaign, you can also choose a flexible format. While customization options are limited, this will allow you to provide up to 10 images or videos for a single ad instead of creating 10 different ads. Meta will be optimized to show different creative choices based on people and placements. The carousel version will also be displayed.

Flexible formats exist because meta wants to be diversified. This is not perfect, but it shows how many key elements are now available to provide more creative options for the system.

Although I’m usually a fan of flexible formats, it can also cause a lot of frustration due to the lack of control and customization. I usually recommend the first two options, flexible formatting is more case-by-case.

But that’s the key to Meta’s desire for creative diversity. You want to give meta-different options that can be used for different types of people, depending on the placement.

You should also consider which format is best to prove which proof style (demo, recommendation, lifestyle, etc.).

7. Adapt to creativity for placement of changes

Now almost everything is done. You have planned your ad copy and ideas, but you are missing a very important consideration: People consume different foods according to their location.

The part can be explained simply by different aspect ratios (9×16, 4×5, 1×1). The reels and stories should usually be positioned with 9×16, while the Facebook or Instagram feed is 4×5 (or at least 1×1).

But this is not only about aspect ratio. Different locations have different time limits and maximum video. While 15-second videos are everywhere, you may need to create a longer version for where you can support it.

8. Assemble and publish your ad

Allow me to reiterate, because this will be a different approach than most people have used in history. We do not create separate campaigns and ad sets for different advertising strategies. We are not testing specific ad copy and creative combinations.

We are merging. Prioritize the use of one ad set in a single campaign (optimized for conversions, widely targeted and leveraged for all locations). You will have all buyer roles, pain points and formats in this campaign and ad set.

It doesn’t matter whether Yuan prefers one or two. Your goal is not to get every ad to be released the same. Your goal is to build a variety of ideas so that Meta has the option to show the right version to the right person in the right place.

This is one of the biggest changes for advertisers from old to new. The old rulebook says that it divides everything into small tests. The new rulebook says to consolidate, diversify and let the system decide.

9. Measurement, Learning and Iterating

Now that your ad is running, give the ads set time to accumulate meaningful data. Don’t make a judgment after delivery in one or two days.

Even then, resist the urge to overdo the performance of personal advertising. Don’t be too concerned about how one ad performs on another or how budgets are allocated between ads. Let go of any emotional connection to these ads and ride.

Now, focus on the overall performance of the ad set, not the overall performance of a single ad. Andromeda can not only optimize ads individually, but also the mixture. This is why overall performance is important.

Can ad sets give you the results you need? Then don’t touch the ads.

Some ads will definitely be given priority, while others will be less distributed. This can also change every day or week. But remember that even advertising with less impressions or less credit can lead to overall results. The ad may have been seen before the customer finally converted to another ad.

If your ad set performs well in the summary, no changes are required. However, if you achieve poor results overall, it means that your current copy and creative choices are not strong enough.

Learn from what meta prefers and what produces results. Apply what you have learned to your next full ad: new text, creative angles and formats.

It is important to understand that advertising creation is a cycle. Your first set of ads is unlikely to produce the best results you might get. However, run these ads, learn from the aggregated results, and create a new set of ads based on that information.

now you

As I said before in this post, consider this is a universal guide to get you started. However, you can make it simple or complex as you want. Most importantly, you have a plan that focuses on solutions to their problems to attract ideal customers.

The old rulebook is dead. This list is how you can adapt to the new list. What do you want to add?

Let me know in the comments below!