Meta Ads: Top 5 Meta Ads Mistakes to Avoid with Aggie Meroni, White Bee Digital (episode 242)
by Chloe ThomasAggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale. That means she gets to see into the Meta Ads accounts of 100s of brands each year, when she sees several errors crop up time and time again.

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Dive in:
[05:02] Effectiveness of ad targeting strategies.
[09:57] Dynamic catalog ads: missed opportunities.
[11:03] Separate catalog and creative ads.
[16:29] Simplifying ad content approaches.
[18:06] Stagger launches for better optimisation.
[23:35] Ad copy disruption alert.
[25:37] Convincing stakeholders in ad strategy.
[28:49] Insider Tips from Aggie!
Relying Too Much on Outdated Targeting Methods
Many brands still depend on outdated targeting strategies like interest-based targeting or 1% lookalike audiences. These have lost effectiveness since iOS 14 reduced available data. For seasoned ad accounts, Meta’s algorithm is now better equipped to identify relevant audiences when given broader parameters. This is as opposed to narrow or predefined segments. But Aggie clarifies that these older methods might still work for new ad accounts or brands with limited data. For established accounts, she suggests giving the algorithm more freedom to optimise targeting for better results.
Using Only Dynamic Catalog Ads
Some advertisers rely on dynamic product ads only, which pull images from catalogs. This can result to missing out on opportunities to test and showcase more creative content. DPAs can be effective. But, they limit the ability to experiment with designs, messaging, or video formats that might resonate more with the audience. Run separate campaigns for creative ads alongside DPAs to avoid budget overlap and unlock more insights into what drives conversions.
Neglecting Messaging and Creatives
Messaging is the most significant driver of Meta ad success today. Many advertisers underestimate the importance of clarity and audience-specific messaging. They often go for generic, uninspired ads that fail to connect with potential customers. Small adjustments, such as adding clear frames around product images or using testimonials, can make a big difference in engagement and sales. Simple, relatable creatives often outperform complex or high-production ads. This emphasizes the need for variety and regular testing.
Spreading Budgets Too Thin
Launching multiple campaigns or collections with a limited budget hinders effective algorithm optimisation. This results in subpar performance across all campaigns. Instead of spreading resources thin, concentrate on a smaller number of well-funded campaigns. This allows Meta’s algorithm to gather enough data and optimise effectively. Overambitious launches with inadequate budgets dilute results. This makes it difficult to identify winning strategies or creatives, reducing campaign effectiveness.
Overlooking Sneaky Meta Settings
Meta’s automated settings, such as “multi-advertiser ads” and “enhancements,” can harm ad performance if left unchecked. For example, multi-advertiser ads place a brand’s ads alongside competitors. This risks customer redirection. Dynamic enhancements might change carefully crafted copy or visuals and disrupt the ad’s message. These settings are often enabled by default or hidden in fine print. Brands need to review and adjust them to maintain control over their campaigns and preserve brand integrity.
Listen to hear Aggie’s Insider Tips on Meta Ads!
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