Meta has spent years removing advertiser control over targeting and placements, so actively encouraging value rules seemed contradictory. But it makes sense when you see where things are headed. Jon explains how a new test version lets you bid based on custom audience labels for lead quality and customer value,…
One of the primary benefits of the new creative workflow is that it allows you to consolidate your ads. While fewer ads isn't necessarily better, it can be. Read more at jonloomer.com/workflow.
Today's question is about whether to exclude existing customers from your ads when you want to acquire new ones, and how to do it. Meta retargets existing customers by default, which isn't automatically a problem because those people convert easily and keep your costs down, but it can mask real…
Advertisers love to blame Meta when results tank, pointing to outages, Advantage+ enhancements, and automated settings as proof the platform is out to get them. There's a little truth in every complaint, which is exactly why they spread, but they're also excuses that keep you from finding actual solutions. Jon…
Meta recently announced a no-cost, one-click Conversions API solution. This could be a really big deal, especially for small businesses that have avoided CAPI due to costs and complicated setup.
Today's question is about whether a brand new ad account, Facebook page, and pixel need any special treatment before running sales campaigns. Conventional wisdom says to build followers first, run awareness campaigns, or season the pixel with top-of-funnel activity. Jon explains why these recommendations are nonsense and often counterproductive, how…
Agencies that hide ad accounts from clients claim their campaign setup is proprietary, but modern best practices mean minimal campaigns and simplified structures that aren't worth hiding. The real value an advertiser brings isn't something a client can copy by looking at your settings. Jon explains why hiding your work…
Reporting breakdowns are valuable, but most advertisers misuse them. Their greatest value is as a troubleshooting tool. This is what I mean...
Today's question is about whether a niche B2B audience can be too small for Meta ads to work effectively. Any business with a large enough real-world market to be profitable has an audience on Facebook and Instagram, so the issue isn't reach. The real question is whether Meta advertising will…
Advertisers assume ads with thousands of comments and reactions perform better due to social proof, and fear making edits that would erase that engagement. But Jon duplicated an ad with 6,000 comments and the new version starting from scratch immediately matched and even beat the original's performance. He explains why…
This is a feature Meta desperately needs. Give advertisers the option of defining site links at an account level so that we don't need to keep removing Meta's suggested site links. It shouldn't be this difficult.
Today's question is about CPM being double in the US versus the UK and whether that means you should allocate double the budget. CPM varies by country due to competition, but higher CPM doesn't automatically mean worse performance. Jon explains when to combine countries versus split them, how Meta balances…
Meta provides no transparency about which specific images or videos perform best when using flexible format, related media, or AI generated creative. Breakdowns exist but share almost no useful detail. Jon explains why this lack of transparency is intentional at this point, why it matters for creative teams who need…
When you use audience segments, they will change your understanding of algorithmic targeting and remarketing. Learn how to create them, break down results, and apply what you learn in my free mini-course. Subscribe at jonloomer.com/segments-subscribe.
Today's question is about advertising expensive products with long buying cycles that fall outside the seven or 28 day attribution window. Should you run traffic campaigns instead of purchase campaigns if most conversions won't be tracked anyway? Jon explains why you need to confirm this is actually happening, how multiple…
Advertisers claim Meta steals credit for conversions that were actually driven by email or Google, calling conversion reporting vanity metrics. But attribution is messy and trying to assign single-source credit misses the point entirely. Jon explains what different conversion types actually mean, why obsessing over credit is foolish, and how…
Does Meta want advertisers to provide audience suggestions? Meta provides no clear indication in documentation. The button disappeared and the language indicating suggestions would be "prioritized" was removed. I discuss how suggestions fit into your overall approach to targeting in my new free mini-course. Subscribe to Modern Targeting at jonloomer.com/targeting.
Today's question is about the single most common point of confusion Jon wishes everyone understood about Meta ads. He can't pick just one, so he gives three. Jon explains why the algorithm being literal shapes everything, why targeting control is mostly unnecessary now, and where advertisers should actually focus when…
Meta changed how click attribution works, and it's mostly for the better, but some advertisers might see a negative impact. Click-through conversions now require an actual link click, while social clicks and other engagement moved to a new engage-through attribution with a shorter window. Jon explains what changed, why some…
There is incredible potential for Meta advertisers to leverage AI, but only when in the right hands and trained on best practices. Here's what I mean...
Today's question is whether to launch a brand new campaign with creative testing or start testing later with new creatives. There's no absolute right answer, but Jon has a preferred approach with clear reasoning behind it. He explains why starting new ads with a test answers questions you'll have later,…
Ads that were working fine suddenly tank, and advertisers assume Meta changed who they're showing ads to or messed up delivery. But there's usually a simpler explanation. Jon breaks down the five real causes of sudden performance drops, including randomness, competitive variables, website issues, and event delays, and why obsessing…
Some reported conversions will be lost due to Meta's recent changes to attribution. These lost conversions are most likely to impact remarketing strategies. Read more about these changes to click attribution at jonloomer.com/click.
Today's question is about using manual bidding like cost caps to control costs while scaling budget when campaigns perform well. By default, Meta tries to get the most results while spending your entire budget, which means a mix of auction costs. Jon explains why setting manual bid controls usually leads…