Avoid the Bottomless Pit of Despair

Social media is full of advertisers blaming Meta when their results tank, creating what Jon calls the "bottomless pit of despair." They try every tactic and strategy except examining the things that actually matter. Jon expla...

Remarketing used to be 90% of Jon's budget, but it's mostly unnecessary now. However, there's one very specific business model where remarketing still makes perfect sense. Jon explains this exception and exactly how to set it...

Meta says performance drops 45% when frequency hits 4, but advertisers obsess over this metric without understanding the context. Jon explains why frequency isn't the villain you think it is and when a high frequency might ac...

The Meta ad auction isn't just about who bids the most. It's a complex system weighing three critical elements that determine which ads get shown and at what cost. Jon breaks down how the auction really works and why obsessin...

Meta now offers two types of attribution: standard and incremental. With machine learning models predicting which conversions were actually caused by your ads, this sounds great in theory. Jon explains what incremental attrib...

Meta keeps talking about "creative diversification" as the new key to advertising success, replacing the old focus on targeting. Jon breaks down what this actually means with Andromeda's launch and why you need to abandon the...