Do You Need Separate Ad Sets for Customer Personas?

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 Advertisers used to create separate ad sets for each persona with adjusted targeting, but that's outdated now.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...

Today's question is about determining what works from top performing ads to inform the next batch of creative. Creative testing used to isolate single elements, but now ads generate thousands of combinations through text opti...

Advertisers believe something works and only pay attention to evidence supporting it while ignoring contradictions. They blame Andromeda or the algorithm when strategies stop working instead of questioning their assumptions. ...

Today's question is about preventing customers from purchasing the same audiobook bundle twice through ads. Excluding customers is a balance of risks versus benefits, and no single custom audience catches everyone. Jon explai...

Audience suggestions feel like control, but Meta ignores them constantly, especially for age and gender. There's no proof they impact detailed targeting or lookalikes, yet they cause confusion and wasted effort creating multi...