Stop targeting broad audiences on Meta. Instead, focus on ultra-niche "minority hooks"—1 to 5 percent segments with specific problems. One campaign's CPM dropped dramatically after shifting from generic ads to highly specific messages for each micro-segment.
You need to stop hooking the majority of people and hunt the minority of people, the really small 1%, 2%, 5% of people that are having a very specific situation. Minority hooks are the way to really break through. In this ad account, so this is here in May when our CPMs were $124. I'm not gonna show all the ads just to protect the identity of the client, but a lot of these ads were more broad-based across the board. It wasn't attacking like a very specific problem. You can even tell just by glancing at the ads over there, if you zoom in on them as well, it's very big statements, broad statements, and it's nothing too specific. Whereas what we changed everything to is to very specific situations. You can't see the text in these, but every single ad is hitting a very different pain point for a very different kind of person.
