Episodes

If you've been around me long enough, you've heard me talk about evergreen campaigns. These are campaigns that never go stale. They aren't magical, but it's all due to how they're set up that allows them to work this way.

Automated Rules are a great tool to automate and simplify the ads management process that is otherwise manual. Let's walk through how these are set up and some things to consider.

This isn't your typical advertiser brag about too-good-to-be-true results. It may be the opposite. Consider it a cautionary tale about how you should look beyond surface-level results. About how you should establish expectations based on data and know what to look for. This is a fun one. Enjoy!

Advertisers have been conditioned to believe that they shouldn't use text in ad images. The truth is that this rule was removed in September of 2020. No 20-percent rule. No scale. No throttling on images with more text. Use text if you want!

If you run Instant Experience ads, make sure that you don't use the default metrics or saved reports. There are metrics specific to Instant Experience that are available if you customize columns. But a question: Why can't you create targeting audiences based on most of these?

One of the classic ways to target people who have been exposed to you before is with Facebook Page Engagement Custom Audiences. Here, we talk about what they are, issues with them, and ways you might use them.

A useful targeting tool that anyone can use as long as you have the pixel set up on your website is the Time on Website Custom Audience. Here, I discuss what these are, how they work, and things you should think about before you use them.

You may know that I'm a big fan of Reach optimization. It's not magical, but it's a great tool for specific situations. Here, I explain how Reach optimization works, how you might use it, and examples of how I use it.

Attribution is how Facebook gives credit for a conversion to an ad. Advertisers are often confused regarding how this works, and it's also connected to why numbers don't line up with Google Analytics. Let's clear up this and other misconceptions.

It's episode 400! In this episode, I discuss the impact of my podcasting test 60 days after it started. Not only is it clear that this method can be applied to other platforms, but I fully plan on doing so once this test ends.

Facebook says that you will get your best results after exiting the Learning Phase. The problem is that if you make any "significant" edits after that point, your ad set will re-enter the Learning Phase. The great results you were getting may not come back. What's significant and what's not? Let's investigate...

One of my favorite features in Ads Manager is Breakdown, and it isn't utilized nearly enough by most advertisers. It easily allows you to segment results without having to segment the ad set targeting or placement itself.

Have you ever tried to create a new ad account but ran into an error that you had reached your Ad Account Creation Maximum? Everyone has a limit, and here I discuss what goes into that limit, how you can find yours, and what you might be able to do about it.

An old-school optimization option for Facebook advertisers wanting to control frequency is Daily Unique Reach. It works differently than Reach optimization with Frequency Capping. I discuss it in today's Shot.

Facebook is simplifying the objective selection process in Ads Manager, consolidating from 11 objectives to 6. It falls under the Outcome-Based Ad Experiences (ODAX) initiative. Here's what you need to know. Read more at https://jonloomer.com/odax

If you're like me, you create custom reports in Ads Manager instead of sticking with the default columns. If so, there's something you should keep in mind.

Jon and JR discuss the act of showing up, both in business and personal life. Why it's hard, how to approach it, and why there are benefits.

I love using Reach Optimization with Frequency Capping. But something you should be aware of is that Facebook doesn't always maintain a strict cap. You can monitor and control this, to a point.

There's a big group of brands that advertise only during the holidays, and they're stopping now. Don't be one of these brands. This is the time -- outside of the holidays -- that you're most likely to get better results. And if you advertise all year, your efforts can help make your advertising more effective once you get to the holidays.

What frequency is too high? Can frequency be too low? How should you manage it? We explore in today's Shot...

If you've run Facebook ads, you've undoubtedly run into the Learning Phase before. Let's talk about what it is and how you should approach it.

In this Shot, you'll get a better understanding of the differences between Clicks (All), Link Clicks, Outbound Clicks, and Landing Page Views. Not all clicks are the same!

If your focus is on Return on Ad Spend over volume, you should consider using the Minimum ROAS bid strategy when optimizing for volume. Here's how, and some things to consider.

"If you build it, they will come" doesn't work. You need to be on multiple channels. And what you do on those channels needs to work in unison. In this episode, I talk about what I'm doing and how you can apply it to your own strategy.