I. The Dual Nature of Meta's Advertising Algorithm: Intelligent but Requires Guidance
Core Mechanism:
AI learning system based on user behavior data (clicks, shares, comments)
Relies on pixel data and audience signals provided by advertisers for optimization
Requires a "learning period" of 2-7 days for stable performance
Common Misconceptions:
❌ Setting up ads and then neglecting them
✅ Best Practice: Optimize at least three times a week, including:
Closing inefficient ad sets based on ad reports
Increasing the budget for well-performing ads
Testing new audience combinations
II. The Evolution of Audience Targeting: From Precise to Broad
Latest Trend:
Meta officially recommends using a Broad Audience
The algorithm automatically finds high-conversion audiences through machine learning
Narrow targeting may limit the system's potential to explore prospective customers
Practical Advice:
Initial testing: Set up 3-5 different interest tags for a broad audience
Advanced Strategy: Combine with the "Value Optimization" feature
Avoidance Guide: Avoid overlapping audiences, recommend a budget of ≥$20/day per ad group
III. The Golden Rules of Creative Design: Resonate First, Convert Later
Three Key Elements for High Conversion Creatives: The First 3 Seconds Rule
1️⃣ : Capture attention with a strong visual impact or problem statement
2️⃣ : Directly present the specific problem the user is facing (e.g., "Always missing parcel deliveries?") and solutions
3️⃣ : Naturally introduce the product value in the latter half of the ad
IV. Survival Through Policy Compliance
The three most risky areas: Health products
1️⃣ : Avoid absolute therapeutic promises Financial products
2️⃣ : Must clearly disclose risk terms Weight loss products
3️⃣ : Prohibit the use of before/after comparison images
Pre-review Tool Recommendation:
Use Meta's "Ad Review Checker" to pre-scan the copy
Sensitive word replacement solution (e.g., change "cure" to "improve")
V. Effect Diagnosis and Optimization Roadmap
30-Day Crash Plan:
Week 1: Test 3 different audiences + 2 sets of creative combinations
Week 2: Analyze data, retain ad groups with CPM<$10
Week 3: Increase the budget by 50% for ads with ROAS>2
Week 4: Expand to similar audiences (Lookalike Audience)
Action Advice:
Immediately check if current ads are in the "learning period"
Replace the audience or creative for ad groups with no conversions in the past 7 days
Set a fixed optimization time every Thursday afternoon (before the platform's traffic peak)
