I want to talk about one of the common pitfalls I see companies big and small making when executing ad campaigns, and that’s focusing on the process and the tools set up by companies like Google and Facebook, rather than the effectiveness of the ad itself. These ad dashboards prompt you to knock things out all at once when it comes to creating your ad – picking copy, keywords, and images in one go and getting the thing published. This makes ads quick to deploy, but doesn’t help you ensure that they’re going to be effective.
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