Episodes

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 Advertisers used to create separate ad sets for each persona with adjusted targeting, but that's outdated now.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

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...

Today's question is whether you should remove email signup popups from landing pages when sending paid Meta traffic to them. Popups don't technically violate Meta's rules, but they can contribute to bad post-click experiences...

Advertisers have a tendency to overcomplicate their campaigns with multiple ad sets, restricted targeting, removed placements, and turned-off enhancements, often without clear reasons for these decisions. Jon challenges you t...

Today's question is about campaign structure for seasonal products, specifically whether to split major holidays into separate ad sets with spending limits. Seasonal businesses face a unique challenge of running evergreen pro...

Advertisers blame Meta when their leads are low quality, pointing to the algorithm exploiting weaknesses like age range or placements to get cheap conversions. But the real problem with lead quality usually has nothing to do ...

Today's question is why campaigns stop working after two or three weeks when the ads generated sales initially and there's no ad fatigue. Meta starts by showing ads to low hanging fruit, the people most likely to convert, whi...

Creative diversification sounds great in theory, but most advertisers take Meta's recommendations too literally and waste time creating 20 ads at once that never get shown. There's a smarter way to approach creative diversity...

Today's question is about when to use multiple campaigns instead of a single Advantage Plus campaign structure, especially when it comes to separating cold traffic and retargeting. Remarketing happens naturally through algori...

Meta spent years taking control away from advertisers, discouraging them from restricting targeting or removing placements, so launching Value Rules seemed like a confusing contradiction. But it actually makes perfect sense w...

Today's question is about the easiest and most cost-effective way to set up server-side tracking and the Conversions API. The website pixel alone isn't reliable anymore due to privacy laws and browser settings, which means in...

Meta's creative testing tool launched in 2025, but most advertisers either aren't using it or completely misunderstand how it works. The old approach of creating separate campaigns and ad sets for testing has serious flaws th...

Meta introduced 83 changes to advertising in 2025, making it nearly impossible to keep up if you weren't paying close attention. Three updates stood out above the rest and completely changed how advertisers should approach th...

Today's question is whether you should use 7 day click, 1 day click, or 1 day view for attribution. The best attribution setting depends entirely on what you're promoting and who you're targeting. Jon explains when to stick w...

Advertisers either oversimplify results by only looking at conversions and cost per conversion, or they get lost obsessing over secondary metrics like CPM and CTR that don't actually matter much. But conversion results have m...

Simplified campaign construction is the foundation of good Meta advertising, but there are legitimate exceptions where complexity is necessary. The problem is knowing when to add complexity versus when you're hurting your own...

Advertisers get stuck planning the perfect campaign with 20 or 30 ads across different personas, messaging angles, and formats, only to watch Meta spend most of the budget on one ad after weeks of preparation. But all that up...

Advertisers blame Andromeda when their results tank, treating it like a boogeyman algorithm that destroyed their performance. But most don't even understand what Andromeda actually is or how it works. Jon explains what this a...

Conspiracy theories about Meta advertising spread because most advertisers don't understand how things actually work, making them vulnerable to believing anything. Jon challenges you to invest time learning Meta's actual mech...