Why Meta Keeps Pushing Value Rules

Meta has spent years removing advertiser control over targeting and placements, so actively encouraging value rules seemed contradictory. But it makes sense when you see where things are headed. Jon explains how a new test ve...

Today's question is about whether to exclude existing customers from your ads when you want to acquire new ones, and how to do it. Meta retargets existing customers by default, which isn't automatically a problem because thos...

Advertisers love to blame Meta when results tank, pointing to outages, Advantage+ enhancements, and automated settings as proof the platform is out to get them. There's a little truth in every complaint, which is exactly why ...

Today's question is about whether a brand new ad account, Facebook page, and pixel need any special treatment before running sales campaigns. Conventional wisdom says to build followers first, run awareness campaigns, or seas...

Agencies that hide ad accounts from clients claim their campaign setup is proprietary, but modern best practices mean minimal campaigns and simplified structures that aren't worth hiding. The real value an advertiser brings i...

Today's question is about whether a niche B2B audience can be too small for Meta ads to work effectively. Any business with a large enough real-world market to be profitable has an audience on Facebook and Instagram, so the i...