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…
Some of the most common mistakes I see relate to audience segments. Advertisers either fail to define them, define them incorrectly, or don't use the breakdowns. Read more about the 7 most common mistakes agencies make at www.jonloomer.com/mistakes
Today's question is about how advertisers should approach AI tools like Claude's new connection to Meta ads. AI has enormous potential for creative development, but it's not a replacement for knowledge. Jon explains why advertisers without a strong foundation will just execute bad strategies faster, why creative is the most…
Struggling ad accounts keep making the same mistakes, from undefined audience segments and unnecessary remarketing to inflated conversion results and overcomplicated campaign structures. Jon explains the most common problems he sees when auditing accounts, why each one reflects a misunderstanding of how Meta's algorithm works, and how to fix them.
If you're not sure how to select only instant forms or a website landing page for a Leads campaign, it's because Meta buried those single options. Here's what you need to know...
Today's question is about how to decide when new Meta features like push delivery or AI platform connectors are worth testing. New features carry risk because there's no track record for effectiveness or problems to watch for. Jon explains why your appetite for risk matters most, why you should only…
Advertisers fixate on delivery details like which ads Meta shows, placement distribution, or age skews, but rarely ask the most important question: is this actually a problem tied to bad results? Obsessing over inconsequential quirks almost always leads to unproductive tinkering that destroys consistency. Jon explains why you need to…
I created a custom metric called Quality Traffic Percentage that helps me understand the percentage of landing page views that resulted in at least a 15-second visit. Here's how it works...
Today's question is about what to do when one ad takes 50% of your budget and performance starts declining over time. Jon explains why uneven budget distribution isn't necessarily a problem, how push delivery can test whether Meta's allocation is correct, and why creating new and uniquely different ads is…
The biggest challenge in Meta advertising isn't any single feature or update, it's the relentless pace of change that makes best practices obsolete within months. Jon explains why he stopped creating training courses after producing two that became immediately irrelevant, how he built an ad briefs library that stays current…
You might be putting your clients at risk if you're connecting your Ads Manager to AI tools using AI Connectors. Here's why...
Today's question is about the right funnel strategy for high-ticket consumer products on Meta. Cheaper leads don't automatically mean cheaper conversions, and a small discount may attract the wrong people while missing buyers who would purchase without one. Jon explains why optimizing straight for the purchase should always be tested…
Advertisers are quick to shut off ads when results look bad, but poor short-term performance isn't the same as wasted budget. New businesses and first-time advertisers are building awareness and data even when early numbers look awful. Jon explains why overreacting to initial results is usually a mistake, when you're…
The self-serve beta for ChatGPT ads is available for advertisers in the US. The options available are basic, but that doesn't make it any less interesting. Here's what you need to know...