YouTube Video Ry9Mzqvrapc  This is a Pub Shot. [snorts] I'm John Loomer. Confusion and solutions are found in the grays. Let's go. [music] [music] So, I hear from a lot of advertisers who are frustrated with their results. And when I meet one of these advertisers for the first time, they often have the wrong expectations. They want clarity. They want universal solutions. They want a detailed step by step that they can apply. And when they do, their problem will be solved. Unfortunately, it doesn't work that way. There are very few universal truths when it comes to meta advertising. The truth is found in the grays. Let me give you some examples. So, someone will ask whether they should use remarketing. Well, typically remarketing is unnecessary now. It happens automatically when using algorithmic targeting. Meta will prioritize your pixel activity and conversion data and prior engagement with your ads. So, you don't need to separate these people to reach them. You're going to reach them. Of course, you might end up reaching them too much. And if that happens, you may want to control it. You do that with separate adsets, one for prospecting and one for remarketing. But I wouldn't do this by default, and I think that most advertisers who set it up this way probably don't need to. You also don't need to segment your targeting to only focus on your warmest audience. Now, of course, maybe you have a high ticket offer with a lower budget. Maybe you only want your offer available to specific people on your list. And maybe you've emailed them and you also want these same people to see your ad. So, I think we should mostly abandon remarketing, but I'm not universally against it. I think we should mostly abandon creating multiple adsets, but there are always exceptions. I think we should optimize for the action that we want, but there are always times to try something else. I think we should use Advantage Plus placements when optimizing for conversions, but maybe your results proved a reason to remove something. So, if you ask for my general opinion on approach, I'll give it to you. But there are deep caveats in that advice. There's a yeah, but or I'll hesitate before starting with it depends. You've heard me say it before. There isn't a single universal approach that should be adopted by everyone. And that's when we venture into the grays. People want clarity and direction and a checklist that they can follow. But that uncertainty creates confusion. And I get it. We want certainty. And part of our life as a meta advertiser is embracing that we'll never have full certainty on anything. And while that can create confusion and frustration, it's also where real knowledge is found. The grays are where solutions are found. You're not just doing something a specific way because I or someone else told you to do it that way. It's not the hot new strategy that everyone is doing now. Andromeda, anyone? You have a foundational understanding of how things work. You have a general approach based in best practices, but you know that your situation is unique. Your company, product, customer, and website are all unique to you. One of my favorite phrases when talking about meta advertising best practices is it depends. I generally recommend doing it this way, but it depends on your specific situation. And that phrase it depends represents the grays. It represents your unique situation that could require an action that's slightly out of bounds from best practices. Maybe I wouldn't do it this way with my own advertising, but it might work for you. When you know how things work and you thoroughly understand your own company, product, and customer, you thrive in the grays. You find solutions there. You not only let results be your guide, but you make sure they are meaningful results. You don't make decisions based on small sample sizes. and you know how to detect correlation versus causation. A lot of themes we've heard here before. You're going to know that you're in a good place when you're comfortable in the grays. You're comfortable with it depends. When you don't feel like you need to follow a script or a checklist to get set up or solve a problem. When you don't need to search out the latest guru strategy is your last ditch hail mary. You know that nothing that is done well is easy. You know that the easy explanation doesn't necessarily apply to your unique situation. So here's the bottom of the glass. Make a conscious effort to reject the easy, the templates, the checklists. Embrace the fact that this stuff is messy. True knowledge of how these things work is often found in the grays. And when your results are really turnurning, it's because you found a unique approach that works for you. >> Thanks again so much for joining me on the podcast. I really do appreciate it. And if you're a regular or you want to become a regular, there are a couple things you can do. So, first up, no matter where you are, whether it's Apple Podcast, Spotify, on my website, somewhere else, make sure that you subscribe, rate, and review. This more than anything else will help me grow, and I'd truly appreciate it. Second, subscribe to podcast alerts. When you do, I will notify you every time I've published a new episode. It will include a brief explanation, a brief summary of what was discussed and a link to my website where that podcast and transcript are embedded. To subscribe, go to johnloomer.com/mpodcast. Either way, I appreciate you. Thanks so much again for joining me. Until next time, do awesome things. I'm out. [music], YouTube Video Ry9Mzqvrapc, YouTube, 01kae3bdp52nw9kr1skg3tctk6.