Welcome to The Pubcast with Jon Loomer!

Videos

May 4, 2024

How to Approach Placements with Meta Ads

Advantage+ Placements is on by default, which makes all placements available. But, you are able to manually remove placements. Should you? If you're looking for some super complicated placements strategy, you're going to be disappointed. In most cases, this is simple. But there are potential issues to consider. Here's how…

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May 3, 2024

Performance Goals I Use Most for Meta Advertising

These are the performance goals that I use most. The choice of your performance goal is possibly the most important in the campaign creation process -- particularly before creating your ad. There are 21 performance goals in all, but these are what I use most often.

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May 2, 2024

Use the Maximize Conversions Performance Goal for Every Step of the Funnel

The conversions performance goal is versatile! Since how your ads are delivered is dependent on your conversion event, you can use it for any step of the funnel. Here's what I do...

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May 1, 2024

You Don't Always Need to Find a Winner with Meta Ads Text and Creative

You don't always need to find a winner. I've found that advertisers are often unnecessarily obsessed with finding the perfect combination of primary text, headline, and creative. Even if Meta can find a winner, the sample size is often statistically insignificant. There's a time and place for split testing, but…

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April 30, 2024

Do Not Make This Mistake With Advantage+ Shopping Campaigns

In your Ad Account Settings, make sure to spend some time to accurately and thoroughly define your Existing Customers. This can impact delivery, optimization, and reporting segmentation.

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April 29, 2024

Are Ads Coming to Threads in 2024?

Are ads coming to Threads? According to a report from Digiday, ad execs who claim to be in the know say that they're coming in the second half of 2024. While this would oppose Mark Zuckerberg's typical response about Threads monetization that the milestone is 1 Billion users. Threads is…

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April 28, 2024

Get a Different Cornerstone Advertising Tip Every Monday

Subscribe to Cornerstone Advertising Tips, and you'll receive a different Meta advertising tip delivered to your inbox every Monday. Go to https://jonloomer.com/cornerstone to subscribe.

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April 27, 2024

View-Through Conversions Are Why Your Numbers Don't Line Up

Ads Manager reporting and GA4 will never match up. But, if you use UTM parameters and don't understand why GA4 shows far fewer conversions from Facebook, the reason is almost always view-through conversions.

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April 26, 2024

Funnel Analysis Stage of Conversion Leads CRM Setup

I've now reached the Funnel Analysis stage of Conversion Leads CRM setup. Meta says that I could enable Conversion Leads optimization now, but I might not see full performance gains. While I am 95% done, this final step is expected to take up to three weeks.

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April 25, 2024

Shops in the US Without Checkout with Facebook or Instagram Enabled

An important deadline for Shops passed on April 24th. Any Shop without Checkout with Facebook or Instagram enabled in the US is no longer accessible. Here's what to do...

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April 24, 2024

Meta Advertisers Don't Need a Traffic Objective

We don't need a Traffic campaign objective. Every other objective gives you access to unique performance goals that can't be accessed elsewhere. Traffic is known for Link Clicks (available across five objectives) and landing page views (available in four). Unless Meta creates a unique performance goal that is unique to…

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April 23, 2024

Are Technical Glitches Leading to Higher Meta Advertising Costs?

According to an article from Bloomberg, some advertisers are reporting that technical glitches are leading to higher costs. Meta disputes this. What are you seeing? The article is here: https://www.bloomberg.com/news/articles/2024-04-10/meta-s-automated-advertising-system-is-on-the-fritz-marketers-say

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April 22, 2024

How Many Ads Should Be In an Ads Set?

Meta's own documentation has a specific recommendation of no more than six ads per ad set. But this doesn't apply to Advantage+ Shopping Campaigns. In that case, the more creative the better.

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April 21, 2024

A Workaround to Access Ads Manager Updates

If you're missing Ads Manager Updates, I have good news for you. While there still isn't an easy way to get there from the Help menu in Ads Manager, there is a workaround. And Meta is still updating this feed. This is a really good way to stay on top…

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April 20, 2024

Configure Your Funnel for Conversion Leads Integration

Here's an update on my progress with Conversion Leads integration. I've been able to advance through some critical steps and I'll soon be able to optimize for Conversion Leads so that I can have the algorithm focus on something further down the funnel.

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April 19, 2024

Meta Needs to Remove Performance Goals

There are 71 different paths to 21 unique performance goals. This is completely unnecessary and creates confusion. There's no reason to have the Impressions and Link Clicks performance goals available under five different objectives. Optimization for ad delivery is the same either way. Impressions should only be available for Awareness.…

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April 18, 2024

Engaged Customers Audience Segment is Now Engaged Audience

The Engaged Customers Audience Segment has been renamed Engaged Audience for Advantage+ Shopping Campaigns. This may seem small, but it makes a whole lot of sense. There was plenty of early confusion about what this audience represented because a "customer" suggests someone has bought from you before. These people have…

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April 17, 2024

Do You Need to Declare a Special Ad Category?

If you are promoting something and you aren't sure if a Special Ad Category is required, Meta is rolling out a new feature to Categorize Your Ads that should help. Here's how it works...

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April 16, 2024

Should You Still Use Advantage Campaign Budget?

Should you still use Advantage Campaign Budget (also known as CBO)? The question is whether the conditions for using this still apply. Meta wants you to limit unnecessary ad sets and the creation of extra ad sets is often counterproductive. But there are always exceptions. When there are, you should…

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April 15, 2024

How to Pick Your Campaign Objective

Here's how to pick your Campaign Objective. This is not the factor that controls ad delivery. Pick an objective that allows you to pick the conversion location and performance goal that you want. These are the most impactful selections related to delivery.

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April 14, 2024

How to Win the Meta Ad Auction

Winning the Meta ad auction depends on three important factors: 1. The Bid, 2. Estimated Action Rates, and 3. Ad Quality. The higher your ad quality and engagement, the less you'll need to pay to win the auctions.

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April 13, 2024

Do Instant Forms Produce Lower Quality Leads?

I'm running a new test of lead quality when using Instant Forms vs. website leads. The results so far have been surprising...

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April 12, 2024

Advantage+ Shopping Campaigns for Special Ad Categories

Are you promoting a special ad category (Credit, Employment, Housing, Social Issues or Politics) and want to use Advantage+ Shopping Campaigns? You can! This could especially make sense when using Leads or Complete Registration events. I don't know how long some people have had this, but it's definitely recent to…

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April 11, 2024

Auction Overlap: What It Is and How It Impacts Results

If you have multiple ad sets that attempt to enter the same auction, the result can be Auction Overlap. On a small scale, this is unavoidable and won't noticeably impact results. The problem is when this happens often. Auction Overlap may prevent your ads from delivering, drive up costs, or…

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