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Creative is what drives people to click, so I would argue creative is critical to success for any visual advertising channel. And targeting depends on who you want to reach and convert? Is it state specific? Life stage? People who are having kids, who have young kids would be considering life insurance.
Both are very important
Targeting and segmentation will always be the most critical element of any marketing initiative. If it’s not relevant then it doesn’t matter to the people seeing it. Once you’ve accomplished identifying the ideal audience this story your creative and copy tell lead the way to ad engagement.
Make sure you keep in mind that your landing page is just as critical to the journey as your ad creative and copy. If the page isn’t laid out properly you’ll find yourself with a high bounce rate and no conversions. Good luck
Depends who you are targeting ,,, are you shooting with a sniper or shot gun?