So how do we write ads then?

Based on the new documentation released by Meta on how their algorithm works, here's how I'm thinking of griefing or writing ads to better work with the algorithm instead of working against it. I think on Meta, every ad should basically be a middle journey ad. Like the most direct response type of ad. So these people who are already problem aware, they know they have a problem, they know solutions exist, but they don't know which brand to buy, which product to buy, which one's best. They're still, you know, they're still solution aware. So ads like that are, you know, comparison ads, us versus the competitor, or promotion ads. Basically ads that are not calling out your brand name, but calling out your product. That's probably what you're running right now. But now I'm thinking about separating these into three different campaigns for each product you have. So the first campaign would have a lot of creative diversity, videos, static, carousel, but be very high level. Like for example, if you sell coffee, these are the high level ads of like, the perfect sip for the perfect morning, or make every morning count. So you have one campaign running these high level ads. Because Meta is showing each user the ad that works for them at the right place at the right time. So there is a sequencing at play. The sequence is working with your ads, but also your competitors ads too. And all the learning is happening at the ad set level. So we have to keep all of that in mind when we're building out campaigns and ad sets. Then a secondary campaign for the same product or product group, depending on your business, would be a little bit more in depth, which is where a lot of advertisers are. Right now. Like try this new tropic and infused coffee blend that doesn't just energize you with caffeine, but also gives you the B vitamins you need to stimulate your brain. Those types of ads that are a little bit more specific and go into the product and why the product is different. Then the third campaign is hyper specific. This is where people are not at yet. We need to call them out in the ad itself and call out very specific people. So like, you wake up before everybody else, you finish your full workout before the rest of your family's woken up. At 7 AM, you feel energized and ready to take on the world. You need a companion that gets you through the morning and without making you crash in the afternoon. You get what I'm saying? Like, you get very hyper specific with someone who's like, oh shit, that is me. I wake up before everybody else. I work out. I work out. I blah blah blah. And then you think of a whole another scenario of someone else that would buy like your coffee. And it just keeps going. So now you have, you know, you have an account with three campaigns. So you can dictate the budget being spent on each campaign or ad set based on performance. But you're also giving Meta all the ammunition it needs to serve the right ad to the right person at the right time, depending on what will make them convert and all the signals and things that Meta has collected on that person. We need to understand how the algorithm works. That's what this video is talking about. So we can better lean into it and go with the flow rather than swimming up current. I have not tested this because I just found the article yesterday. But that's where I think ad buying is going.