Why 'It Depends' Is the Right Answer

When advertisers ask for clear rules about costs per lead or attribution settings, they hate hearing "it depends." But that's not a cop-out. Jon explains why this answer is actually the beginning of the right conversation and...

Nightmare clients who micromanage your strategy and expect miracles can cost you more than they pay you. Jon outlines the five priorities to consider when vetting potential ads clients, including why the wrong client is worse...

If you're still segmenting audiences, split testing lookalikes, and restricting age and gender like it's 2017, you're making your results worse. Jon explains why most targeting inputs are now just suggestions and where real t...

Creative testing made sense when one ad meant one combination of copy and creative. But with 26 placements and potentially thousands of variations per ad, the old testing methods are impossible and unnecessary. Jon explains w...

Advertisers create separate ad sets and complex testing strategies because they're emotionally attached to their ads and want to ensure they get shown. Jon shares a fishing analogy to explain why this attachment is hurting yo...

Meta advertising has changed dramatically since iOS 14, but many advertisers are still clinging to their old targeting strategies and complex campaign structures. Jon shares his own painful evolution from stubborn micro-targe...