You are the CEO of a tech startup. You are uncertain about your target audience. You want to run a reach campaign on Twitter to promote your new time management app. You SHOULD do ALL of these things EXCEPT.

• Mass-promote your message to the largest possible audience
• Keep your copy short and to the point
• Don’t make changes in the first 3–5 days: give performance time to stabilize
• Use 3+ ad formats when possible to drive greater results

The correct answer is:

• Don’t make changes in the first 3–5 days: give performance time to stabilize.

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