Episodes

I admit it, I'm obsessed with Reach optimization. I always have been. It doesn't mean that I don't optimize for conversions or target broader audiences, too, but I love the creative things that I can do with it -- and the challenges that come along with tiny audiences.

I've been using Google Tag Manager to manage my Facebook pixel for the last year or two, and I wish I would've started doing it sooner. This Shot explains why.

A common complaint among advertisers lately is that since iOS 14 changes, Facebook's reported conversions are incomplete and inaccurate. One solution may be optimizing for non-prioritized events.

I have a saved report in my Ads Manager for "The Good Stuff" -- the metrics that matter most to me. These are those 30 metrics. What metrics are in your saved report?

In this Pubcast, I talk about the realization of the mistakes I've made and seeing the impact of some of my decisions (some I don't regret, some I do) reflected now. And then how energized I am with a plan for 2022. Pop a bottle!

Website custom audiences may become smaller and less effective with time due to iOS 14 and opt-outs. But there are so many targeting options Facebook could provide that wouldn't be impacted. And they'd be awesome.

Advertisers during this time of year need to understand that their conversion rates can remain the same as what they've been all year, but Cost Per Conversion may increase drastically. That's due largely to seasonality, competition, and the impact on CPM.

My most common answer to people who ask about the quality of metrics and whether a result is good or bad is "It Depends." There are so many factors that create the context to properly evaluate performance.

If you optimize for link clicks or landing page views, Facebook doesn't care about the quality of those clicks or visits. They only care that the event happened. But, you can change actually force Facebook to optimize for quality traffic.

If you're targeting and optimizing properly, you don't even need to optimize for a purchase or promote content that sells a product. You'll reach the right people who want to purchase.

When you optimize for an action, Facebook will show your ad to people with the goal of getting you the most actions for the lowest cost. That's not always a good thing.

In a special Thanksgiving-ish episode, Jon sits down with John Robinson to reflect on the year, the struggles, the inspiration, and planning for good.

Whether you are celebrating Thanksgiving in the US or not, it's a good time to think about gratitude. Who and what are you grateful for? Who are the people who have made what you do possible, who make your life better?

Back in 2013 - 14, The Pubcast was a huge part of my business. Somewhere along the line, that changed. But for a few reasons, I wanted to take another shot at it. But it can't be a weak attempt. I have a plan. In this Shot, I break down what I'm doing and what I hope to accomplish.

On October 22nd, I created a campaign that was meant to reward and incentivize engagement with my website. We're reaching the end of it now, and I wanted to provide an update on what I've seen and what I've learned so far that I can apply elsewhere.

A couple of weeks ago, I started an experiment where I wanted to see if I could create a campaign that could reach most of my Facebook followers. I was curious how long it would take, how much it would cost, whether it was possible, and how Facebook would determine whom to reach first. This is an update of what I'm seeing so far...

I'll admit it: I have a problem when it comes to an obsession with numbers. Especially when I've recently launched a campaign. Check. Refresh. Come back. Refresh again. Am I the only one?

I know that well-meaning advertisers can get ads rejected and get ad accounts shut down for seemingly no reason. This message is not for you. Make sure to subscribe so you'll be notified of future episodes!

I've been experimenting with podcasting on Facebook for a few weeks now, and I've gotta say that I'm bullish. I don't get excited about much. But even though it's still very new and Facebook has barely scratched the surface related to what they CAN do with podcasting, the future looks bright. In this episode, I break down what podcasting on Facebook is, why it's impactful, my experience so far, and the exciting places this could go.

I use a Facebook ads funnel to drive traffic, build my email list, and increase sales. In this Shot, I break down the mechanics.

It absolutely baffles me that Facebook doesn't do more to inform marketers and advertisers of organic conversions. They have the information. It wouldn't be hard to surface it. And this information could significantly impact our overall impressions of a post or ad. More on today's Shot!

One of the most frustrating changes for advertisers related to iOS 14 is the removal of the "Compare Windows" feature and unification of an Attribution Setting. I explain in today's Shot!

We hear a lot about the negative impact of changes related to iOS 14 to Facebook advertisers. Some of them are real and some are imagined. But the biggest change is one that we don't talk enough about.

If you're running website remarketing ads, you may actually mostly avoid much of the iOS frustration related to reporting -- modeling and the Aggregated Event Measurement. There may be one loophole, but even that should be limited in volume. Facebook, of course, isn't clear on how that potential loophole is handled. Details in today's Shot!