This content first appeared in the No Best Practices newsletter on 03.17.2024.
Going to expand on this Tweet I posted a few weeks ago.
There is no “one size fits all” strategy for Meta ads. There are a few things you can do to sabotage yourself, but I don’t agree with “one account structure to rule them all”.
The average consumer has a different relationship to different product categories. Think: sneakers vs toilet paper vs cars. This determines how easy it will be to convert the in-market audience for that product. It also makes certain media buying strategies more or less effective within a category.
To illustrate this, I’m going to dig into the market dynamics of two categories that couldn’t be more different: fashion and supplements. I’ll also talk about the middle ground between the two.