198. What To Do If Your Meta Ads Aren't Spending Properly

And so my response to that is, well, twofold.

I'll explain exactly why that, that specifically happens, okay, first and foremost.

So Meta is set up to basically optimize itself, okay? It means that what it hypothesizes is gonna get you the best results as the business owner, as the, the payer of the account, let's call it, giving money to them.

It's going to send that out to the audience as a preference, right? So this is why we basically split or test a number of ads all at once.

All right? That we never go into a, a campaign or, or ad set with just one ad unless it's for a specific purpose.

But right in the beginning, we give it as many inputs as we possibly can.

My advice to brand owners is, look, you need, so let's call a minimum of, say, five ads, and we wanna split the variation of what they actually are, okay? We wanna have everything exactly the same.

I've had a few people come into my world, into my programs, and they've got five ads that are like literally exactly the same, okay? [chuckles] So what you want is a variation in particularly content.

Sure, you can have it as, as copy and, and headlines and stuff like that, but the main thing that Meta will look at is, is creative, right? Content.

And so we're specifically talking about, you know, images, talking about, you know, videos.

All right? And even within those categories you can do a myriad of variations.

So for videos, for example, honestly like an iPhone type, it could be a UGC type, it could be a formal shoot, it could be, you know, so many other things.

Uh, and then there's the other formats of like carousel and, and some other formats as well.

So you wanna have a mixture in the ad set or the campaign just to begin with because then what you're saying to Meta is say, "Okay, here's some choice that you've got.

Go ahead and you decide what you think people will respond best to." All right? Now, what can sometimes happen there is Meta starts to favor one over the other, and that's exactly what the point we're trying to get to.

It's like, okay, cool, what is Meta liking? What are people liking? And Meta will actually choose the format to serve out to the world based on, uh, user experience.

Okay? So it's gonna say, "Is this a good video? Is this a good image? Is this a good destination page? Is this a good head- a head- headline? Is this a good hook?" You know, there's so many things that it actually considers.