Any advertising campaign, whether you run it or an automatic system does, rests on three things: the ad you show, the people you show it to and the content you publish for free on your social accounts. If one of the three fails, the other two do not make up for it.

1. The ad. It is the image or the video with its text, what advertising calls the creative. It is the first thing anyone sees and the only thing that decides whether they stop or keep scrolling.

• What it has to achieve: catch attention, spark interest and lead to a specific action, whether that is buying, booking or leaving their details.
• Where it fails: if the same person sees your ad many times, it stops having any effect. This is called creative fatigue, and it makes getting a customer cost you more and more.
• What Markettai does: it generates ideas and variants of the ad for you (see «Creatives»), and watches whether one is burning out so as to pause it or propose pausing it (see «What the system does while you sleep»).

2. The audience. It is who Meta shows your ad to: the age, the area and the interests you chose. However good the ad is, it is worthless if the wrong person sees it.

• What it has to achieve: describe whoever can really buy from you, so that the money does not go on showing the ad to people who were never going to.
• Where it fails: an audience that is too broad spends the budget on strangers; one that is too narrow wears out straight away, because those few people get your ad again and again.
• What Markettai does: it helps you set up the targeting (see «Ads») and, when it detects that you have worn out your audience, it widens the interests and the area in steps (see «What the system does while you sleep»).

3. The free content. These are the ordinary posts on your profile, the ones with no money behind them. Advertising calls them organic content.

• What it has to achieve: make people recognise and trust you before they see an ad of yours, and act as a cheap testing ground.
• Where it fails: publishing in bursts, or publishing nothing but promotions. The first makes you disappear, the second drives people away.
• What Markettai does: it helps you plan and publish (see «Posts») and spots which of your posts is doing better than usual, to propose turning it into an ad.