This was my most important lesson of 2024, a year that transformed my understanding of Meta advertising.
The year of 2024 was plenty eventful for Meta advertisers. Here's an overview of all of the major changes that we saw...
Quick Views allow you to save searches and filters and make them easily accessible. Now you can share them with your team.
I love using audience segments with sales campaigns, but a recent discovery doesn't make sense. It's either a bug or an oversight by Meta.
Meta recommends that advertisers maximize value rather than number of conversions. But not everyone qualifies...
If there's anything that's certain about Meta advertising, it's the uncertainty. Very little about this stuff is definitive. Embrace that fuzziness rather than fighting it.
Save time with Meta creative optimization by submitting one 9:16 image or video that utilizes a square safe zone. Use my safe zone template to help at jonloomer.com/safe. Thanks to Tom Boxall for the idea!
Speculation is rampant as we're hearing about restrictions coming for Health and Wellness data sources in 2025. Here's what we know so far...
Did CPMs go up over Black Friday and Cyber Monday? Years ago, we could always expect the holiday increase, but that hasn't always been the case in recent years. The bump is back, according to the Within Marketing Pulse.
Click attribution does not require a click on an outbound link to count a conversion. This test proves it. Learn more about my test at https://jonloomer.com/click.
In this video, I provide an example of a campaign with a 27x ROAS. While I do believe it's valuable, this is the case of results being real and not at the same time. Context is important.
Meta is rolling out a Facebook conversion location for Traffic campaigns. Here's how it works...
A recent question about Meta's click attribution sent me down a rabbit hole. While I'm not yet changing my interpretation, I'm not nearly as confident in it as I once was.
Enhance CTA is a new Advantage+ Creative enhancement. Here's how it works...
Meta now recommends a 4:5 aspect ratio for Facebook Feed and a handful of other placements. This will take up more real estate than 1:1 and could lead to better results.
Meta has begun to roll out the option for users in the EU to request seeing "less personalized ads" after pressure from regulators. Here's what that means and how it could impact advertisers.
According to an article from TheInformation.com, Meta is looking to launch ads on Threads in early 2025. While tests may start then, I'm not so sure we'll see ads launched soon.
You can now control the frequency of engagement campaigns. Set a Frequency Cap or Target Frequency when optimizing for ThruPlay views. Here's how it works...
Meta is introducing Target Frequency to Awareness Campaigns when using the Auction Buying type and using the performance goal to maximize the reach of your ads. This is how it works...
Not to be confused with Flexible Ad Format, some advertisers are seeing Flexible Media when uploading new ad creative. Here's how it works...
Back in August, Meta announced that unique conversion metrics would be deprecated. Now that they've been removed from Ads Manager, here's what you should use instead. Read more at https://jonloomer.com/first.
Does Meta ignore audience suggestions when using Advantage+ Audience? Here's yet another example using suggested age range that shows just that...
Here are my takeaways for Meta's Q3 earnings: 1. Ad revenue is up, 2. Average price per ad is up, 3. Ad impression growth is slowing, 4. Threads at 275 Million monthly users and 1 Million new users every day, and 5. Threads monetization not imminent. See more at https://jonloomer.com/q3.
Do you ever use the Daily Unique Reach performance goal? It's one of the oldest optimization options, but I hadn't used it in many years. When I did, delivery was erratic. Do you see this, too?
