Today's question is about testing different customer personas using the creative testing tool. Advertisers used to create separate ad sets for each persona with adjusted targeting, but that's outdated now. Jon explains why all customer personas can exist in one ad set, how Meta finds the right audience for each…
Audience suggestions cause confusion because advertisers think they're tight constraints when they're not. Jon proposes how Meta could eliminate suggestions entirely while keeping audience controls like location and exclusions. The result would strip away the illusion of control, prevent mistakes based on false assumptions, and force advertisers to focus on…
Nothing about targeting is the same as it was five years ago. If you're still trying to control targeting like you did then, the changes have passed you by. To fix that, subscribe to my free mini-course, Modern Targeting, at jonloomer.com/targeting.
Today's question is about determining what works from top performing ads to inform the next batch of creative. Creative testing used to isolate single elements, but now ads generate thousands of combinations through text options, placements, and enhancements. Jon explains why finding one winning combination isn't the goal anymore, how…
Advertisers believe something works and only pay attention to evidence supporting it while ignoring contradictions. They blame Andromeda or the algorithm when strategies stop working instead of questioning their assumptions. Jon explains why confirmation bias makes experienced advertisers the worst offenders, how to test beliefs instead of confirming them, and…
Advertisers make things way too difficult for themselves by overcomplicating things. Go to www.jonloomer.com/sample to get my free Ad Brief on a simplified approach to campaign construction.
Today's question is about preventing customers from purchasing the same audiobook bundle twice through ads. Excluding customers is a balance of risks versus benefits, and no single custom audience catches everyone. Jon explains why you should exclude multiple custom audiences including website purchasers and email lists, how to improve match…
Audience suggestions feel like control, but Meta ignores them constantly, especially for age and gender. There's no proof they impact detailed targeting or lookalikes, yet they cause confusion and wasted effort creating multiple ad sets. Jon explains why Meta should eliminate audience suggestions entirely, how the illusion of control hurts…
A phrase that advertisers need to stop using is "What Andromeda wants." Andromeda doesn't want anything. This thinking distracts you from what's important: What people want. Subscribe to my free mini-course on Andromeda so that you can stop making these critical mistakes: https://www.jonloomer.com/andromeda-subscribe/
Today's question is whether you should remove email signup popups from landing pages when sending paid Meta traffic to them. Popups don't technically violate Meta's rules, but they can contribute to bad post-click experiences that drive up your costs if they hurt bounce rate or dwell time. Jon explains how…
Advertisers have a tendency to overcomplicate their campaigns with multiple ad sets, restricted targeting, removed placements, and turned-off enhancements, often without clear reasons for these decisions. Jon challenges you to audit your current campaigns and question every piece of complexity you've added by asking why you made each decision, what…
Too many advertisers act on short-term results that are incomplete and mostly meaningless. There's a much better way.
Today's question is about campaign structure for seasonal products, specifically whether to split major holidays into separate ad sets with spending limits. Seasonal businesses face a unique challenge of running evergreen products year-round while also promoting holiday-specific items for limited periods. Jon explains how to structure a CBO campaign with…
Advertisers blame Meta when their leads are low quality, pointing to the algorithm exploiting weaknesses like age range or placements to get cheap conversions. But the real problem with lead quality usually has nothing to do with Meta or your ads. Jon explains why your follow-up process, email deliverability, sales…
I realize many advertisers swear by it, but remarketing rarely makes sense now. Those who use it do so carelessly. Here's what I mean.
Today's question is why campaigns stop working after two or three weeks when the ads generated sales initially and there's no ad fatigue. Meta starts by showing ads to low hanging fruit, the people most likely to convert, which often includes your remarketing audience even with algorithmic targeting. Jon explains…
Creative diversification sounds great in theory, but most advertisers take Meta's recommendations too literally and waste time creating 20 ads at once that never get shown. There's a smarter way to approach creative diversity without overwhelming yourself or your budget. Jon explains how to stack creative diversity in phases using…
What if you could submit a separate image and video for a single placement in the spirit of creative diversification? Flexible Format is close, but not good enough.
Today's question is about when to use multiple campaigns instead of a single Advantage Plus campaign structure, especially when it comes to separating cold traffic and retargeting. Remarketing happens naturally through algorithmic targeting now, so splitting it out is usually unnecessary. Jon explains the specific situations where multiple campaigns or…
Meta spent years taking control away from advertisers, discouraging them from restricting targeting or removing placements, so launching Value Rules seemed like a confusing contradiction. But it actually makes perfect sense when you understand what the feature does. Jon explains why Value Rules are one of his favorite tools, how…
Meta needs a detailed log of attributed conversions. Not all conversions, like in Events Manager. Ads Manager conversion reporting is far too generic, and details could prevent confusion and solve discrepancies.
Today's question is about the easiest and most cost-effective way to set up server-side tracking and the Conversions API. The website pixel alone isn't reliable anymore due to privacy laws and browser settings, which means incomplete data and bad optimization. Jon explains why you need the Conversions API, the simplest…
Meta's creative testing tool launched in 2025, but most advertisers either aren't using it or completely misunderstand how it works. The old approach of creating separate campaigns and ad sets for testing has serious flaws that this tool solves. Jon explains why the creative testing tool should be part of…
Can Meta make up conversions? It's a common claim when results seem inflated. While conspiracy theories are easy to believe, start with the most likely explanation.