My most common answer to people who ask about the quality of metrics and whether a result is good or bad is "It Depends." There are so many factors that create the context to properly evaluate performance.
Website custom audiences may become smaller and less effective with time due to iOS 14 and opt-outs. But there are so many targeting options Facebook could provide that wouldn't be impacted. And they'd be awesome.
In this Pubcast, I talk about the realization of the mistakes I've made and seeing the impact of some of my decisions (some I don't regret, some I do) reflected now. And then how energized I am with a plan for 2022. Pop a bottle!
I have a saved report in my Ads Manager for "The Good Stuff" -- the metrics that matter most to me. These are those 30 metrics. What metrics are in your saved report?
I've been using Google Tag Manager to manage my Facebook pixel for the last year or two, and I wish I would've started doing it sooner. This Shot explains why.
I admit it, I'm obsessed with Reach optimization. I always have been. It doesn't mean that I don't optimize for conversions or target broader audiences, too, but I love the creative things that I can do with it -- and the challenges that come along with tiny audiences.
Do you suspect that Facebook is underreporting your results? It's possible, whether it be due to iOS 14+ or the shortened 7-day click attribution window. There is something you can do to increase your confidence in the full impact of your advertising effort.
Advertisers during this time of year need to understand that their conversion rates can remain the same as what they've been all year, but Cost Per Conversion may increase drastically. That's due largely to seasonality, competition, and the impact on CPM.
A common complaint among advertisers lately is that since iOS 14 changes, Facebook's reported conversions are incomplete and inaccurate. One solution may be optimizing for non-prioritized events.
Have you ever noticed a strange, seemingly coincidental spike in traffic immediately after you publish a Facebook ad? It's no coincidence. That spike is due to ad review bots.
I've learned the importance of goal-setting and planning, and I'm going big for 2022. Here's a collection of my goals for the upcoming year, and how I plan to accomplish them.
The Conversions API, used with the Facebook pixel, can provide a fuller picture of conversions. Here's my quick explanation of what the Conversions API is, how it helps, and why you need it.
Have you ever struggled with lead quality when running Facebook Lead Ads? You can change that by optimizing for Conversion Leads. That way, Facebook will show your ads to people most likely to convert into a sale AFTER the lead. Listen for details!
If your audience is high-volume iOS, you should be very careful about the reporting window you use. Here's why...
You may have heard about my experiment, a challenge to reach all -- or as many -- my followers with an ad as I could. This is the latest on how that's unfolding.
When you run a conversions campaign, you could have Facebook show your ads to people most likely to convert. Or, you could should your ad to people most likely to lead to maximum purchase value and the highest Return on Ad Spend. Here's how...
We know that not all customers are the same, just like not all website visitors are the same. You can actually isolate your highest quality customers by frequency when you create a website custom audience. Here's how...
I just completed a 30-day test with my podcast, publishing a different episode every single day. In this episode, I break down the results. Was it worth it? (You're dang right, it was...)
Possibly the most important advice I could give an inexperienced advertiser is to experiment often. Here's why...
Ads get rejected, sometimes by mistake. But it's important that you know and follow the rules. Some are obvious and some aren't. Don't try to bend or get around the rules. Nothing is worse than disruption to your business or a client's business, whether it be a rejected ad or…
As an advertiser, it's important to understand what's in and outside of your control. Don't be distracted by the things you can't do anything about. Focus only on those things that you impact.
It's important that you pick a client who sets you up for success. A client who puts you into a position to succeed before you start. And a client who will trust you to do your job. The wrong client can set you up for failure.
Do you use URL parameters with the links you promote in your Facebook ads? You should! They can help uncover conversions that Ads Manager can't, which may completely change your impression of the ad.
Now, more than ever before, you should include Facebook lead ads as part of your strategy. Here's why...