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What if I tell you that from tomorrow, you don’t have to worry about running meta ads at all? AI will handle all your ad campaigns and targeting.
You don’t have to do any manual work, like selecting an audience, targeting a demographic, or deep diving into metrics.
You just have to sit back and relax, sounds tempting, right?
But wait..now imagine one more scenario, your whole budget is being spent automatically, ads are running,
but you don’t have any idea why something is just not working for you, no matter how much you have increased the budget.
And now everything is failing, scary, right? That is the situation every business owner is facing today.
We all can agree on one thing: that AI seems promising, and it gives us quick results with smart AI automation that makes everything feel easy and simple.
On the other hand, manual campaigns provide you with full control, flexibility to choose from options, and the power to test and try your audience in depth.
Now the real question is, which campaign should you use, and which one will give you the actual result according to your business type when it comes to growing with the help of meta?
There is still an ongoing debate on which one is better for whom. But before you make up your mind about selecting one of these, and start using it.
Let's firstly understand what both campaigns actually do, what to use when, according to your business,
and what my take on this scenario is. So let's break down this confusion together.
In AI campaigns, you don't have to do anything on the ad-set level, such as selecting an audience to show ads, searching for different targets,
choosing demographics, and deep diving into all the metrics, including the budget allocation for the campaign.
AI will do all that for you without any hassle.
But the real issue that advertisers face here, behind all these tempting facilities that AI provides you, is that you can’t manage anything that is going on at the AI campaign level.
AI will allocate and segregate the budget according to its understanding; you can’t change it even if it's not working for you. Everything is totally controlled by AI, and that's where everything fails.
Manual Campaign
In a manual campaign, everything takes time; you have to manually select your target audience, demographic, interests, and all the other metrics in depth.
Also, one of the most important things that makes the manual campaign different is that you can segregate and allot the budget on an ad set level, also, as per your liking.
After this, you can also regularly test and try your ad creatives, ad copy, and targeting to see what actually works best for you and what does not.
In manual campaigns, advertisers get full access to control everything according to them, unlike the AI campaign.
If you are new to Ad Manager or a beginner in the use of meta, do not go straight towards AI campaigns because they can backfire on you.
AI always works well when it has fetched lots of data in the past that helps it learn about your business, your target audience, your data, and other metrics.
And at the beginner level, nothing is there. So, rather than growing your business overnight with the help of AI that may end up burning your whole budget and
wasting your time without getting any real results, try to learn the whole process manually.
As we have already talked earlier, manual campaigns give you manual control, let you test and try different audiences, creatives, and most importantly, help you learn and understand how Meta actually works and functions on a grassroots level.
While I could dive deeper here, I’ve already made a free META ADS crash course in one of my previous YouTube videos.
On the other side, once you have tested and tried everything, run multiple campaigns and collected enough data about your audience and your niches, AI campaigns might work as a game-changer for you.
This is the stage where the AI can actually work well. Now, AI can fetch all the data in depth that you have gathered in the past.
Based on the data, it will allocate and divide the budget, target the audience, select the demographic, and optimize everything automatically, saving your time.
While AI campaigns are powerful, they should never be relied on alone. Use a mix of manual + AI campaigns that helps you create a balance.
Manual campaigns help you test audiences, creatives, and targeting in detail, while AI can later take those winning elements and help you scale faster.
Well, at the end of the day, everything depends on you and what your actual goal is, whether you are running manual or AI campaigns.
The real trick to scaling lies in knowing your winning audience and good ad creatives. Because no campaigns will ever work for you if your target audience is wrong or your audience fails to feel relatable with your ads.
That is why you should keep testing and experimenting until you find the best thing that works for you.
And when you start scaling from it, do not stop there, keep experimenting more, so when your winning audience saturates, you already have a backup ready with you that will help you to keep scaling. Because ads don’t win by chance, they win by strategy.
READ MORE: 5 Meta Ads Mistakes That Most Marketers Do
DAMINI TRIPATHI
Damini Tripathi, rocking the digital marketing scene for 5 awesome years. Started from scratch, now running my digital marketing agency and creating cool content too. She has been one of the fastest-growing digital marketers on the internet. Damini has also scaled multiple clients from ZERO —> HERO.