Simplified strategy for Meta Ads for optimal results

A simplified Meta Ads strategy can deliver better results

It’s common for advertisers on Meta platforms to overcomplicate their strategies while searching for the perfect approach – often with poorer results. Several factors contribute to this problem.

Firstly, we often assume that “more complex” means “better” or “more sophisticated.” How is it possible that a single Advantage+ Shopping campaign, without detailed targeting and with just one ad set, can outperform a 10-step strategy involving multiple campaigns, ad sets, and audience segments?

Secondly, our instinct when a campaign underperforms is to make it even more complicated – adding new elements, duplicating campaigns, creating new ad sets, testing various optimisations, or targeting new audiences.

Simplicity brings clarity

Of course, the simplest strategy isn’t always the best. However, less complex campaigns offer greater clarity. Simplifying does not increase costs by creating internal competition or limiting the algorithm. If something isn’t working as planned, your focus shifts to:

• Ad copy

• Creative design

• Offer

• Website experience

I used to be a fan of complex strategies. I especially enjoyed creating intricate Evergreen campaigns that used ten ad sets for a small audience. Times have changed. Some advertisers are stuck in the past, while others are frustrated by results and try everything they can. We also tend to listen too much to “gurus” with complicated strategies that sound good only because they are complex.

Limit unnecessary complexity

Don’t take every tip in this article as a strict rule. Many factors affect campaign performance, so no single approach works for everyone. The main takeaway is: consciously try to reduce unnecessary complexity.

• Complexity rarely brings real benefits. Adding more variables makes it harder to understand what works and what doesn’t.

• Complexity often comes from adding campaigns or ad sets, micromanaging targeting, or constantly testing creative assets.

That’s not to say these steps shouldn’t be done, but before implementing them, ask yourself:

• Is this really necessary?

• Will it help?

Understand that “simple” often performs better.

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