Give ads that deliver differently, like mostly Facebook feed, their own ad set

… of their budget on Facebook feed. Yet, if they're all mixed in the same ad set, Meta is not really looking at this dimension. They're just looking at what kind of gives me the best cost per target and what's engaging. If you compile all your ads in one ad set, then Meta is going to not diversify for you. They're just looking and they're always concentrating spend. They're going to pick the ad they think is best, which in their case is this one.

And they're going to spend 80% of the budget on that. And then there's going to be long tail, but there's going to be very little spend on these other ones. So simply by identifying these, I mean, they're below target. they have a high spend of share on Facebook feed. You basically pull them out, give them their own ad set and basically give them room to breathe, have some budget allocated to it. And you don't need to select your placements or you don't need to select a targeting. You know, these ads are delivering on a different placement. So you can have broad targeting across all placements, all age groups.

And you know, that's just where they belong based on how people are engaging with this, what the format looks like. That's kind of one of the most important charts, I think. And that's always what I look at. I mean, this is now just placement level, but then again, you'd also want to cross check, well, what's the audience behind this? So by spending 90% of budget on Facebook feed, did I actually end up buying an older audience, which is my …