Does Manual Bidding Actually Work?

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 Advertisers used to create separate ad sets for each persona with adjusted targeting, but that's outdated now.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

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. ...