Jon Loomer’s Core Meta Advertising Principles for the modern era:
- Limit the number of campaigns
- Prioritize conversions
- Embrace algorithmic targeting
- Avoid removing placements
- Limit the number of ad sets
& don’t forget:
Meta now prefers “creative diversification” by format, angle, approach, and text. Utilize five primary text and headline options for each ad. Create very different versions of your ads within a single ad set.
Modern advertising isn’t about control—it doesn’t exist.
It’s about context—the context provided and the context around the delivery.