How Many Creatives to Run

Episode 260: Creative Is the New Currency: Winning Smart Marketer Ad Strategies for 2026

In this tactical episode, Molly Pittman breaks down everything you need to know to stay competitive in 2026, including why your creative could be costing you 50% more (or less). You'll learn the new campaign structures, targeting tactics, and why Smart Marketer Agency is moving away from media buyers and toward paid performance specialists.

"If you have really bad creative that's not well thought out, you are haphazardly using AI, you are not thinking about foundational marketing principles, you could be paying 50% more than your competition that is actually doing creative right." – Molly Pittman

Whether you're testing with a small budget or scaling aggressively, this episode will help you make smarter creative decisions.

• Why "creative is the new targeting" • The 50% creative cost multiplier and how to earn it • Two proven campaign structures that are working right now • What the "Andromeda" update means for your strategy • Why weekly cadence beats daily changes • When to use seven-day click vs one-day click attribution • How to test new ads without killing your winners • The difference between scaling momentum and resetting a failing account

• Smart Marketer – smartmarketer.com• Molly Pittman – mollypittman.com• Smart Marketer Show – smartmarketer.com/smart-marketer-show • Ad Creative Class ($49) – smartmarketer.com/ad-creative-class • OmniSend – smartmarketer.com/omnisend (Use code SMART for 50% off 3 months)

00:00 – Introduction: Why Meta Ads Have Changed More Than Ever 02:10 – The 50% Creative Cost Multiplier (Straight From Meta) 06:14 – Creative Is the New Targeting 09:33 – How Meta is Indexing Your Ads, Pages, and Even Accents 10:43 – Breaking News: ChatGPT Ads Are Coming 13:59 – The Real Impact of the Andromeda Update 15:15 – Advantage+ Sales, Broad Audiences, and Simplified Structure 20:33 – Campaign Structure: One Campaign Per Objective 22:44 – How to Segment by Avatar and Build for Scale 24:36 – Top of Funnel Setup: Creative Counts, Exclusions Matter 27:47 – Creative Strategy: 15–20 Unique Concepts, Not Variations 29:46 – Creative Testing Do's and Don'ts for 2026 32:54 – Why Weekly Cadence Outperforms Daily Changes 35:02 – Attribution Strategy: When to Use 7-Day vs 1-Day Click 37:22 – Summary: Molly's Updated 2026 Smart Marketer Strategy 38:20 – Bonus: Behind the Scenes of Longer Together (New Brand Launch) 41:37 – The Two Scaling Approaches: Forrest Gump vs Andromeda 47:02 – Case Study: Scaling From $5K to $35K a Day 50:09 – Case Study: Clean Ease Goes from Struggling to Best Month Ever 54:19 – Reminder: Creative Quality Is Everything

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