Season 11

Your performance goal influences everything about Meta ads delivery: Who sees your ads, quality of results, which placements are used, and more. Jon explains how the algorithm interprets each goal and why some lead to far better outcomes than others.

Most advertisers have misconceptions about how Meta attribution actually works. Jon covers four key aspects that explain why your Ads Manager results rarely match your backend data.

Meta's click attribution works differently than most advertisers understand. Jon explains what actually counts as a "click" and how to select the right attribution windows for different campaign types.

View-through conversions are often misunderstood or completely ignored in reporting. Jon explains when they provide real value versus when they're giving Meta undeserved credit, and how to properly evaluate them based on campaign type and audience.

Many Meta advertisers overcomplicate their approach in the belief that sophistication leads to better results. Jon explains why the opposite is often true, outlining a simplified strategy that focuses on fewer campaigns, minimal ad sets, and limited...

Meta advertising conspiracy theories are a sign of lacking confidence. When results are poor, it's tempting to blame the platform rather than take responsibility. Jon explains why this approach is counterproductive and how to focus on the factors you can control...

This one fundamental fact changes everything about Meta advertising - the algorithm is completely literal. It does exactly what you tell it to do, not what you actually want it to do.

When should you use Advantage+ audience targeting? While it's now the default option, there are specific scenarios where original audiences may be the better choice. Jon explains the limitations, strengths, and when each approach makes the most sense.

While remarketing was once central to ad strategy, Meta now prioritizes these audiences automatically. Manual remarketing still has its place, but the results aren't what they seem.

Meta abandoned its podcast feature in 2022, but bringing it back with in-app optimization and a dedicated app could solve major promotion challenges for podcasters.

Meta's algorithm has evolved beyond detailed targeting. Interest and behavior targeting are no longer essential for most advertisers, but there's one important exception.

Recent controversial changes at Meta have raised questions about user exodus and advertiser response, but with limited alternatives and Meta's near-monopoly status, the impact may be different than what we saw with X.

Lookalike audiences made sense in 2014 when targeting options were limited, but with Meta's evolved algorithm handling audience expansion and remarketing automatically, they may now be unnecessary complexity.

After a hiatus, Jon returns with a reimagined Pubcast focused exclusively on Meta advertising. He explains the new format: shorter, solo episodes that cut straight to the point without interviews or unnecessary fluff.

Jon draws on the ups and downs of his business to explain what has motivated him the most -- and what has led to a lack of motivation.

If someone is served three ads on the day they ultimately convert, which ad gets credit? Do multiple ads get credit? Do they all get credit? Here's how it works...

The idea of publishing a video every day is overwhelming to most people. But the truth is that it's actually not that hard, as long as you're committed to it and have a no-excuses approach. It's not about batch-recording your videos either...

When I started testing an AI chatbot, I knew it had the potential to add value. But what I didn't anticipate was the indirect impact it's had on my content creation.

How much of your budget should you dedicate to remarketing? Start with the 80-20 rule. But there are four primary factors that could impact this approach.

Meta wants you to turn on Advantage+ Placements every time you create an ad set. If not, when should you? And when should you be more careful?

They may not be dead yet, but all signs are that we're heading in this direction. Here's why...

AI chatbots are new and exciting, but they're coming out so quickly that we may miss some obvious issues with how they work.

If you have a video that does way worse than your typical videos, don't be afraid of republishing it. You may be surprised by the results that you get.

It makes sense why some ad reviews can take a while. But there are others where there's no excuse. The inefficiency likely costs Meta.