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Hey friends, hope everything is going well and your businesses are thriving.

I was recently asked, “What platform should you choose first if you are just starting to run ads?”

This process is very simple, and it’s all based on what you are offering.

Let’s dive in.

I will try to avoid any confusion and jump straight to the point.

Both platforms are great, but they are used for two different things.

Google is great for capturing demand, while Facebook (or Meta) is great for demand generation.

Google is a bit more expensive, but the intent is higher because people are actively searching for your products or services.

Facebook is cheaper, but the quality will suffer because you are serving ads to people who might be interested in what you are offering.

Let’s say you have a low budget.

Which platform would you choose first?

Depends on your offer.

Do you have a product or a service that people need now and search for quite often?

Start with Google.

Do you have a product or a service that people want, but they don’t know that they need?

Start with Facebook.

For example, someone will quickly search for a plumber on Google, not on Facebook.

However, someone would be really happy to see your $2,000 discount for the kitchen renovation on Facebook.

Do you see what I mean?

Do you need help figuring out which platform you should choose?

Reply to this email, and I will get back to you.

Meta Andromeda is here (for a while now but the impact is more visible)

What is Andromeda, you might ask?

Well, nothing that you can see in the Ads Manager, but on the backend, things have changed quite a lot.

Meta AI is optimizing your ads to find the best audiences based on your landing page content.

Pretty cool, isn’t it?

That means that you will need tons of creatives so the algorithm can test what works best and go broad to see if it works for you.

Sure, you can still target specific audiences, but the future seems to be more AI-driven (like everywhere else).

ChatGPT Atlas – The brand-new browser from OpenAI is here, and it’s pretty cool. Now you can have ChatGPT by your side on every tab.

I’m thinking of launching a new section in the newsletter for community questions.

I want to make the newsletter more interactive so everyone can benefit and learn from all kinds of scenarios.

What do you think? Do you need some advice? Reply to this email and I will get back to every single one of you 🙂

See you online,
Alex.