Should You Start New Campaigns with Creative Testing?

Today's question is whether to launch a brand new campaign with creative testing or start testing later with new creatives. There's no absolute right answer, but Jon has a preferred approach with clear reasoning behind it. He...

Ads that were working fine suddenly tank, and advertisers assume Meta changed who they're showing ads to or messed up delivery. But there's usually a simpler explanation. Jon breaks down the five real causes of sudden perform...

Today's question is about using manual bidding like cost caps to control costs while scaling budget when campaigns perform well. By default, Meta tries to get the most results while spending your entire budget, which means a ...

Most advertisers obsess over targeting inputs that either do nothing or actively hurt results. Jon explains why he ignores audience suggestions, age restrictions, detailed targeting, and lookalikes entirely, how he uses value...

Today's question is about testing different customer personas using the creative testing tool. Advertisers used to create separate ad sets for each persona with adjusted targeting, but that's outdated now. Jon explains why al...

Audience suggestions cause confusion because advertisers think they're tight constraints when they're not. Jon proposes how Meta could eliminate suggestions entirely while keeping audience controls like location and exclusion...