Videos

Here’s how Engaged-View Attribution works... If the conversion location is your website and the performance goal is conversions, check the attribution setting. You may now have the option for Engaged-View Window (For Video Only). Here's what it is: “Engaged-View conversions are counted when a skippable video ad is played for…

There’s been an addition to ads attribution... In Ads Manager, go to Compare Attribution Settings. There you’ll see “Additional Reporting Options.” You may even see “Engaged-View Attribution,” but that’s for another video. Expand this and you’ll see VIEW and CLICK from Apple’s SKAdNetwork. If you don’t know what this is,…

There’s a new way to contact a Meta ads rep... Advertisers often complain about an inability to get help when they need it. I spotted something new that might help, assuming you have it. In Ads Manager, see if you have this icon on the bottom right. It’s a phone,…

When are ads coming to Threads? Meta launched Threads and it exploded to over 100 Million users in under a week. Advertisers immediately started asking, "When can we take advantage of this?" When Threads is turned on as an ads placement, it will be HUGE. If the growth and popularity…

This is the key to consistent and prolific content creation... I’ve published at least one video each day (about 200) and two blog posts each week (about 60) in 2023. I've done this while not always having a lot of time to create content. How have I maintained that focus?…

Your “DO THIS OR ELSE” hooks are killing your videos... You can’t use the same sense of urgency to open every video you create. I’m sure you know the hooks I’m talking about. I even kinda did it to open this video. Every video you create treats the content that’s…

Here’s the metric that matters most for short-form videos... It’s not views or likes or saves or comments. It’s not that these things don’t matter, but you can’t chase virality. Going viral isn’t necessarily even helpful. You can create a video that appeals to a lot of people, goes viral,…

Small sample sizes can be worse than no sample at all... Too many advertisers overreact to small sample size results. A great start or a bad start? A good day or a bad day? A campaign that ran for two weeks on a $20 per day budget. “This doesn’t work!”…

Why aren't event totals matching up between Events Manager, custom conversions mapped to those events, and Ads Manager? There's a good reason... If you dig into your event data, you are likely to notice that the totals for standard and custom events in Data Sources of Events Manager are higher…

There’s a new feature to control your audience targeting for Advantage+ Shopping Campaigns. Within Ad Account Setup (which is found in Ad Account Settings), there’s a new section for Account Controls and a feature within it called Audience Controls. Click it! These controls apply account-wide to new and existing Advantage+…

Threads is here and this is my 60-second hot take... You’re going to hear all about what Instagram’s Twitter competitor doesn’t have: No DMs. No chronological feed. No follow feed. No lists. No basic search. No hashtags. No gifs. No editing. But you know what? It’s a pretty great first…

Here’s how to figure out CPM by country across your ad account... You can’t do this in the main Ads Manager interface. You can go to the final row of your results to get an overall CPM, but breaking down by Country there will give you the country CPM by…

These are the Meta ads bid strategies you should use and when... If you stick with the defaults, you’re using the Highest Volume bid strategy. Meta will try to get you the most optimized actions at the lowest cost. Use this in most cases unless you know what you’re doing.…

An underrated advertising skill is the ability to name your assets. Here’s how to name your campaigns, ad sets, and ads... It’s so simple, yet so many fail at it. Your naming convention needs to be easy for you to understand so that you immediately know what’s happening within that…

Learn from my mistakes! Do not obsess over surface-level metrics... Back in 2011 I had just launched my website and was trying to find my footing. I wrote a post about Facebook hoaxes that exploded. My first taste of big traffic. My reaction was to write another post about Facebook…

Should you target all countries when optimizing for a purchase? Don’t scream at me, I’m mainly challenging our assumptions here. The more I’ve asked myself this question, the more I want to experiment with it. It’s generally advised you don’t target all countries when optimizing for leads or any type…

Today marks my 181st day in a row publishing a video. Not technically halfway, but six months down toward my goal. Truthfully, this has been my most difficult time. It’s not because I’m burned out or losing inspiration. I was worried about running out of things to talk about, but…

Should you use Tailored Leads campaigns? Meta’s been testing Tailored Leads since at least last November. The rollout has been slow, but you may have it now. Is there anything special about Tailored Leads compared to manual campaigns? The process looks a lot like Advantage+ Shopping Campaigns. But unlike Advantage+…

Here’s how to distribute your budget by country, for global brands when optimizing for leads... First, collect information about where your paying customers live. I did this by running a report in Infusionsoft/Keap. Ultimately, it doesn’t matter whether you get leads or traffic from a country. If people in a…

What is this?? I stumbled on this little alert by the Attribution Setting in an ad set: "Engaged-View attribution offers a new way to measure the effectiveness of your video ads.” When I clicked to edit the Attribution Setting, nothing was there for "Engaged-View." So, I have the alert, but…

Here’s how to determine your Facebook ads budget... Start with your expected Cost Per Action. This is for your Performance Goal that is used for optimization. Multiply that by 50. This total is your minimum target weekly budget. Why 50? You typically need to get at least 50 goal actions…

Where did those conversions come from? If you’re running Meta ads that are optimized for a purchase, especially at a higher price point (but feel free to do this at lower prices, too), it’s VERY likely there are more conversions that can be attributed to your ads. Go to the…

Should you use ad set spend limits and minimums? If you turn on Advantage Campaign Budget (also known as CBO), some advertisers choose to use ad set spend limits or minimums. In some cases, the fear is that Meta will overspend or underspend on one ad set over another. But…

Should you turn on Campaign Budget Optimization? Yeah, I know Meta wants us to call it Advantage Campaign Budget, but we all know it as CBO. Most advertisers have been slow to embrace CBO, probably because it was initially forced on us. Remember when it was introduced and the plan…