I admit, when I started doing Facebook ads 3 years ago for app installs; I made this mistake.
It cost me a couple thousand dollars and forced me to return to what I know best – Google Adwords. But since the algo update this March in Adwords; I’ve took a lot of time to invest into testing every single targeting option, ad structure, placement, trick in the book there is from a technical standpoint. I invested over $100,000 into data so it can do the talking for me.
Forget about guru products; most gurus make their money teaching you this stuff; but is what they say true or they just want it to sound good so they AWE + INSPIRE so you come back and buy their up-sell? You decide on that one.