BACKUP MINDSET OF AN MMO MARKETER

hhhhhhhhhhhhhh said:

Waking up this morning, I saw three more ad accounts banned along with one so-called "immortal" Business Manager. One of those ad accounts hadn’t even launched a single campaign or been attached to any Page. Facebook is cracking down hard this time, and this storm doesn’t seem to be ending anytime soon—it might even drag on for quite a while.

For those running Facebook Ads in the MMO space, the past few days have felt like a nightmare. Revenue has plummeted, and frustration is at an all-time high. I’m no exception. Those who attended the Affiliate for Newbie session on September 13 probably noticed that their affiliate revenue had dropped by more than 50% compared to previous months—some days, even hitting zero. For ad marketers, an ad account is like fuel for a car—without it, the whole system is useless.

While the idea of diversifying across multiple platforms—"not putting all your eggs in one basket"—is fundamentally correct, the reality is different. Generic comments like "If Facebook is down, just switch to Google," or "If Google doesn’t work, move to TikTok," or "Worst case, go back to Zalo" mostly come from people who aren’t truly in the trenches of making money with ads. There are many factors at play—conversion rates, profit-to-cost ratios, risk levels, ease of execution—but I won’t get into them here, nor will I argue about it, because:

Only ad marketers truly understand ad marketers.

Making money while riding on the back of a giant comes with both advantages and disadvantages. The most obvious downside is that if the giant so much as sneezes—changing policies even slightly—we feel the full impact. But when you’re standing under someone else’s roof, you have no choice but to bow your head. The truth is, aside from accepting it with frustration and anger, there isn’t much else we can do.

So, what’s the solution?​

For someone like me, who tends to be cautious and always plans ahead, having a backup strategy is the best move. Right now, aside from running ads, I’m also building Groups, Pages, and Websites, aiming for something more sustainable. If one avenue crashes, another is still there. If Affiliate Ads fail, there’s still Google AdSense. If AdSense doesn’t work, there’s Drop Shipping. And if all three go down at once, at the very least, I still have my website as a safety net.

The word "stability" is a luxury in the MMO world. The best approach is to always have one—or even multiple—backup plans. Giving up is always a premature decision. The last one standing is the real winner.

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