Videos

Predicted Lifetime Value (or pLTV) value optimization helps you acquire high-value customers using your own long-term value predictions. Here's how it works...

Value rules are one of Meta's most useful newer features, letting you nudge bids up or down instead of restricting your audience outright. But advertisers reach for them far too often, and because value rules deliberately raise costs. Jon lays out the two questions that separate a necessary value rule…

Some advertisers have a new option for Custom Attribution when selecting the attribution model. This allows you to define how much credit each Meta ads touchpoint gets based on your attribution model.

One of the most popular myths in Meta advertising is that the conversion numbers are made up. But Meta only knows about a purchase because your event fired, which means the real problem is almost never fabricated results, it's advertisers who don't understand what their conversions actually mean. Jon explains…

The dominant strategy leans into pumping out more ads with an eye on creative diversity. But should you start with fewer ads? That's my recommendation. Here's why...

Incremental attribution reports only the conversions your ads actually caused, and most advertisers would be better off making it their default. But standard attribution isn't the real problem, it's the advertisers who take inflated view-through results at face value and scale on them anyway. Jon explains why he'd push nearly…

OpenAI is rolling out bid multipliers for the ChatGPT ads beta. Adjust bids for different people, as defined by custom audiences. This should sound very familiar to a relatively new Meta ads feature.

Restricting age and gender feels like smart budgeting, and it's the most understandable mistake in Meta advertising. But when you optimize for purchases, Meta already wants what you want, and every restriction you add just shrinks the pool and raises your costs before the algorithm gets a chance to surprise…

Meta is now allowing advertisers access to the ROAS Goal bid strategy when maximizing the number (not just value) of conversions. Here are my thoughts...

Most advertisers still obsess over targeting controls, remarketing campaigns, and which single ad won. But the foundations of Meta advertising today point the other way: consolidate your budget, trust the algorithm, and let creative do the reaching. Jon breaks down the core elements that actually matter now, and the old…

When is a campaign ready to scale? Advertisers will attempt to scale high-performing campaigns and are confused when results crash. But there are specific characteristics of scalable campaigns that you won't find in the base results.

For fifteen years Jon has written every word on his blog, so publishing an AI-generated post cut against everything he believes about content. But the master brief behind it was consolidated entirely from his own work and labeled as AI up front. Jon explains why transparency and a real problem…

Advertisers participating in the OpenAI beta can now create conversion-optimized ChatGPT ads. But will the costs price out most advertising opportunities?

Advertisers treat every drop in performance as creative fatigue, but what they're actually seeing is Meta shifting delivery from remarketing audiences to prospecting. That initial boost from low-hanging fruit isn't sustainable, and the decline that follows is normal, not a sign your creative is exhausted. Jon explains why creative fatigue…

Once campaign construction is simplified, it's just you and your ads, and advertisers tend to either micromanage everything or freeze up and do nothing. Jon explains why starting with one or two ads is enough, how to evaluate performance in aggregate rather than obsessing over individual winners, and when to…

Why did Meta make this change? The "further limit the reach of your ads" button was changed to "I need a specific audience." These changes are typically made for a reason. Does Meta have future plans for this section?

Jon's profile was incorrectly flagged for suspicious activity while posting in his own private Facebook group, and after identity verification failed without explanation, he was locked out of group activity with no timeline or recourse. He wasn't violating any rules, and Meta isn't even claiming he was. Jon explains why…

Meta ads misinformation spreads because it pays in clicks and impressions, and advertisers with the smallest knowledge foundation are the most susceptible. Jon uses the customer lifecycle strategy feature as a case study in how one screenshot and unverified claims about new superpowers went viral, only for the feature to…

Meta flagged my account for sharing a link to Meta's official documentation. After my identity verification failed for unknown reasons, I've been locked out of groups with no recourse. This is complete nonsense.

Today's question is about whether to split worldwide targeting into separate ad sets grouped by CPM when promoting a low-cost digital product on a $100 daily budget. That approach can help with lead campaigns, but purchases change the equation since Meta shouldn't waste budget on countries that don't convert. Jon…

Following best practices and simplifying campaign construction doesn't guarantee results, and advertisers who do everything right still get anxious when they're not constantly tweaking settings. Jon explains why your energy belongs on the ads, your offer, and your landing page rather than campaign complexity, and why these three things in…

You rarely need to restrict by age, gender, or placement, especially when optimizing for a purchase. If there's a problem to be solved, use value rules instead. Read more about common advertising mistakes at www.jonloomer.com/mistakes.

Most advertisers obsess over placement performance, demographic distribution, ad-level micromanagement, and data discrepancies between Ads Manager and other platforms, but Jon spends almost no time on any of it. Jon explains why these seven common concerns are rarely worth your energy when optimizing for conversions, why the exceptions are narrower…

Advertisers love restricting demographics, removing placements, and splitting budgets across ad sets, but most of these decisions are based on feelings rather than data. Jon explains why every change that adds complexity should be tied to a specific measurable problem, why Meta's algorithm already handles most of what advertisers try…