The algorithms will start giving you an increasing amount of exposure because they’re trained to make money — and engagement makes money. The key to this step is to always test new creatives and find what works best for your company. For example, what didn’t work a year ago could work now, so don’t be afraid to revisit past failures and try to breathe fresh life into them.

If you’re struggling to create your own creative, draw inspiration from other industries. If you’re in e-commerce, a good step would to analyze what’s working well in the mortgage or auto insurance industry. Those highly competitive industries breed insane amounts of innovation because failure to innovate means falling behind the competition.