{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Episode 285: How to Work With Meta\u2019s AI: Paid Ads Strategies That Are Working Now","description":"Episode Description The Meta ads landscape has changed, and trying to control every variable may now be doing more harm than good. In this episode, Smart Marketer CEO Molly Pittman sits down with Smart Marketer Agency Senior Paid Performance Specialist Maryanne White, who manages some of the agency\u2019s largest Meta ad accounts. Maryanne shares what she\u2019s seeing inside those accounts, why performance has become more volatile, and how media buyers can work with Meta\u2019s increasingly AI-driven system instead of fighting it. You\u2019ll hear why creative and offer quality matter more than rigid campaign structures, how evergreen giveaway funnels can generate both leads and purchases, why catalog ads continue to perform, and what brands should be doing now to prepare for Q4. \u201cOur job right now is really not to control the machine, but to work with it and to understand it and to give it what it needs.\u201d - Maryanne White If Meta performance has felt unpredictable, this conversation will help you stop chasing outdated tactics, give the algorithm better inputs, and build a paid traffic strategy designed for the way the platform works today. You Will Learn: \u2022 How to work with Meta\u2019s AI-driven system instead of trying to control every variable. \u2022 Why creative quality and strong offers now matter more than rigid campaign structures or targeting tactics. \u2022 How evergreen giveaway funnels can drive both qualified leads and immediate purchases when optimized correctly. \u2022 How AI can support research and strategy, while human intuition remains critical for performance. \u2022 What brands should focus on now to prepare their creative, offers, and campaigns for Q4. Links & Resources: Smart Marketer: smartmarketer.com Smart Marketer Podcast: smartmarketer.com\/podcast Smart Marketer Agency: smartmarketeragency.com Mentor Table: smartmarketer.com\/mentor-table Omnisend Sponsor Offer: smartmarketer.com\/omnisend TIME STAMPS: 00:00:16 - Introduction: What\u2019s Changing in Meta Ads 00:01:17 - Sponsor Message: Why Ezra Firestone Uses Omnisend 00:01:38 - Molly Welcomes Maryanne White 00:02:58 - From Journalism and Hospitality to Digital Marketing 00:06:55 - How Maryanne Discovered Ecommerce and Facebook Ads 00:07:47 - Why Meta Performance Feels More Volatile in 2026 00:09:27 - Stop Trying to Control the Machine 00:13:06 - Where Meta\u2019s Learning Really Happens 00:16:05 - What Successful Ad Accounts Have in Common 00:17:21 - The Offer Styles Working Right Now 00:17:40 - How to Build an Evergreen Giveaway Funnel 00:19:50 - The Thank-You-Page Offer That Drives Purchases 00:20:56 - Why Giveaway Campaigns Also Work for Retargeting 00:22:55 - A Day in the Life of a Senior Paid Performance Specialist 00:25:49 - Using AI for Account Research and Creative Strategy 00:28:28 - Why Strong Operational Support Improves Paid Performance 00:32:32 - Letting Go of Outdated Meta Ads Tactics 00:34:43 - Why Trust Matters Between Brands and Agencies 00:35:27 - The Risk of Using Generic AI Advice 00:38:15 - The Global Opportunity of Remote Digital Marketing 00:41:34 - How Gardening Helps Maryanne Stay Grounded 00:43:46 - Preparing Your Meta Ads Strategy for Q4 00:44:32 - Why You Need 10 to 20 Distinct Creatives for a Promotion 00:46:38 - Less Control Can Lead to Better Results 00:47:46 - Two Ways to Run Catalog Ads 00:49:18 - Using AI Enhancements With Dynamic Product Ads 00:49:47 - How Maryanne Approaches a New Ecommerce Ad Account 00:52:24 - Build Supporting Creative Instead of Repeating One Winner 00:53:31 - Final Takeaways and Closing Thoughts 00:54:44 - Closing CTA: Subscribe and Support the Show YOUR ENGAGEMENT MATTERS! Thank you for tuning into the Smart Marketer Podcast! Your support helps us continue sharing practical paid traffic strategies, honest conversations, and real lessons from the marketers managing ecommerce growth every day. If you enjoyed this episode: Leave a 5-star review on Apple Podcasts: Click HereShare this episode with a media buyer or ecommerce owner navigating Meta\u2019s latest changes Post it on social media, tag @smartmarketer, and use #WeOutHere Send feedback or questions to support@smartmarketer.com Serve the World Unselfishly and Profit! \ud83d\ude80 ","author_name":"The Smart Marketer Podcast","author_url":"https:\/\/smartmarketer.com\/","html":"