Today's question is about advertising expensive products with long buying cycles that fall outside the seven or 28 day attribution window. Should you run traffic campaigns instead of purchase campaigns if most conversions won't be tracked anyway? Jon explains why you need to confirm this is actually happening, how multiple…
Advertisers claim Meta steals credit for conversions that were actually driven by email or Google, calling conversion reporting vanity metrics. But attribution is messy and trying to assign single-source credit misses the point entirely. Jon explains what different conversion types actually mean, why obsessing over credit is foolish, and how…
Does Meta want advertisers to provide audience suggestions? Meta provides no clear indication in documentation. The button disappeared and the language indicating suggestions would be "prioritized" was removed. I discuss how suggestions fit into your overall approach to targeting in my new free mini-course. Subscribe to Modern Targeting at jonloomer.com/targeting.
Today's question is about the single most common point of confusion Jon wishes everyone understood about Meta ads. He can't pick just one, so he gives three. Jon explains why the algorithm being literal shapes everything, why targeting control is mostly unnecessary now, and where advertisers should actually focus when…
Meta changed how click attribution works, and it's mostly for the better, but some advertisers might see a negative impact. Click-through conversions now require an actual link click, while social clicks and other engagement moved to a new engage-through attribution with a shorter window. Jon explains what changed, why some…
There is incredible potential for Meta advertisers to leverage AI, but only when in the right hands and trained on best practices. Here's what I mean...
Today's question is whether to launch a brand new campaign with creative testing or start testing later with new creatives. There's no absolute right answer, but Jon has a preferred approach with clear reasoning behind it. He explains why starting new ads with a test answers questions you'll have later,…
Ads that were working fine suddenly tank, and advertisers assume Meta changed who they're showing ads to or messed up delivery. But there's usually a simpler explanation. Jon breaks down the five real causes of sudden performance drops, including randomness, competitive variables, website issues, and event delays, and why obsessing…
Some reported conversions will be lost due to Meta's recent changes to attribution. These lost conversions are most likely to impact remarketing strategies. Read more about these changes to click attribution at jonloomer.com/click.
Today's question is about using manual bidding like cost caps to control costs while scaling budget when campaigns perform well. By default, Meta tries to get the most results while spending your entire budget, which means a mix of auction costs. Jon explains why setting manual bid controls usually leads…
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 rules to handle demographic problems instead, and why the only inputs worth touching are locations and exclusions.
There's plenty of misinformation floating around about what Andromeda is, why it matters, and how to leverage creative diversification. I published a free 7-lesson mini-course to help clear things up. Subscribe at jonloomer.com/andromeda.
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 all customer personas can exist in one ad set, how Meta finds the right audience for each…
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 exclusions. The result would strip away the illusion of control, prevent mistakes based on false assumptions, and force advertisers to focus on…
Nothing about targeting is the same as it was five years ago. If you're still trying to control targeting like you did then, the changes have passed you by. To fix that, subscribe to my free mini-course, Modern Targeting, at jonloomer.com/targeting.
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 options, placements, and enhancements. Jon explains why finding one winning combination isn't the goal anymore, how…
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. Jon explains why confirmation bias makes experienced advertisers the worst offenders, how to test beliefs instead of confirming them, and…
Advertisers make things way too difficult for themselves by overcomplicating things. Go to www.jonloomer.com/sample to get my free Ad Brief on a simplified approach to campaign construction.
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 explains why you should exclude multiple custom audiences including website purchasers and email lists, how to improve match…
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 multiple ad sets. Jon explains why Meta should eliminate audience suggestions entirely, how the illusion of control hurts…
A phrase that advertisers need to stop using is "What Andromeda wants." Andromeda doesn't want anything. This thinking distracts you from what's important: What people want. Subscribe to my free mini-course on Andromeda so that you can stop making these critical mistakes: https://www.jonloomer.com/andromeda-subscribe/
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 that drive up your costs if they hurt bounce rate or dwell time. Jon explains how…
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 to audit your current campaigns and question every piece of complexity you've added by asking why you made each decision, what…
Too many advertisers act on short-term results that are incomplete and mostly meaningless. There's a much better way.