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Media and Communications

This One Thing Could Be Hurting Your Facebook Advertising Campaign

This One Thing Could Be Hurting Your Facebook Advertising Campaign


Alright, so as I said earlier, the name of the game used to be intense split testing. I’m going to launch 50 variations of my ad creative and all of this different ad copy. And it’s going to be intense. And I’m going to find the winner. And I’m going to test. And what’s interesting is, that is actually hurting a lot of Facebook advertisers today. Because when you launch so many ads, you’re aggregating all of your social proof across 100 different ads instead of five. And so although you might find the creative that has the highest click-through rate, that is not the metric that is ultimately most important to Facebook. So this is a mindset shift that we all need to adopt as advertisers because this is baked into our culture, right? The marketing world, this testing, and this need to find the winner, that’s actually hurting a lot of advertisers today because it’s going against our need to aggregate all of this social proof on a few ads.

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