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.
What should you do about targeting? Should you use detailed targeting or lookalike audiences? Should you go broad? If you optimize for any type of conversion, don't overthink it...
If you're running lead ads, whether with Instant Forms or website forms, do this. If you're getting low-quality leads, use the Breakdown by age and see how your budget is spent.
If you run video ads that are optimized for ThruPlay views, use the breakdown by placement to see how much of your budget is spent on Audience Network Rewarded Video.
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 customizations.
I don't recommend running traffic campaigns. But if you do, make sure to check this breakdown to be sure you're not throwing away money.
You may see Signals Gateway in the Settings tab of Events Manager under Conversions API. It is a new option in addition to API Gateway. Here's what you should know...
Has the ability to automatically test new enhancements in the Advantage+ Creative section of Advertising Settings turned off and the four previous options disappeared for you? You wouldn't be alone...
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 actually control.
When Meta advertising results are inconsistent or erratic, it's easy to point the finger at Meta. But there are often reasonable explanations, particularly when we're dealing with small sample sizes.
How should you approach scaling now? This has been a common question since the beginning of Facebook advertising. But my recommendations to scaling have changed.
Should you restrict by age? It depends, and the answer isn't as obvious as it may seem. For more on when to break from Meta's defaults, read my blog post at https://jonloomer.com/defaults
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.
Do you have the Facebook Profile Feed placement? Not everyone does. Here's how it works...
The Right Column placement is part of Feeds now... or is it? It is and should be, but some of Meta's documentation and flows are lagging, and they need to be updated.
Opportunity Score was tested from April to October of last year, but then it disappeared for many of us. Now it's back, officially, as part of Meta's new streamlined Advantage+ campaign creation. Read more about these updates at https://jonloomer.com/advantage
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.
Advantage+ Catalog Ads audience types are going away, so what should you do instead? Here's an option...
Advantage+ Leads is coming, but is it an improvement on what we already have? The question that needs to be answered: Will it result in more qualified leads? Read more about this update at https://jonloomer.com/advantage
Is this the end of original audiences? Meta's new streamlined campaign creation for Advantage+ Sales, App, and Leads objectives still allows for customizations. But you'll no longer need to switch to original audiences to do it. Read more at https://jonloomer.com/advantage
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.
Advantage+ Sales Campaigns are replacing Advantage+ Shopping, but what's changing is far more than just a name. Learn more at https://jonloomer.com/advantage
Meta's making a change to Inventory Filters that is coming at a curious time, changing the default setting to Expanded. Here's what you need to know...
The Existing Customer Budget Cap, found in Advantage+ Shopping Campaigns, is going away. If you want to replicate this cap, you'll need to do it with a manual sales campaign. Here's how...
