From building lookalikes to stacking interests and creating dozens of ad sets for different segments, advertisers on Meta have long focused on audience targeting. Those levers matter far less today as Meta’s AI gets better at finding the right people to achieve campaign objectives. Broader targeting and machine learning have shifted more of the optimization work from building and testing audiences to creative, which advertisers can directly control. The mistake many advertisers still make is thinking creative diversity means having more ads. In reality, it means giving Meta fundamentally different ways to communicate the same message so its…
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