When Meta advertising results are inconsistent or erratic, it's easy to point the finger at Meta. But there are often reasonable explanations, particularly when we're dealing with small sample sizes.
How should you approach scaling now? This has been a common question since the beginning of Facebook advertising. But my recommendations to scaling have changed.
Should you restrict by age? It depends, and the answer isn't as obvious as it may seem. For more on when to break from Meta's defaults, read my blog post at https://jonloomer.com/defaults
This one fundamental fact changes everything about Meta advertising - the algorithm is completely literal. It does exactly what you tell it to do, not what you actually want it to do.
Do you have the Facebook Profile Feed placement? Not everyone does. Here's how it works...
The Right Column placement is part of Feeds now... or is it? It is and should be, but some of Meta's documentation and flows are lagging, and they need to be updated.
Opportunity Score was tested from April to October of last year, but then it disappeared for many of us. Now it's back, officially, as part of Meta's new streamlined Advantage+ campaign creation. Read more about these updates at https://jonloomer.com/advantage
When should you use Advantage+ audience targeting? While it's now the default option, there are specific scenarios where original audiences may be the better choice. Jon explains the limitations, strengths, and when each approach makes the most sense.
Advantage+ Catalog Ads audience types are going away, so what should you do instead? Here's an option...
Advantage+ Leads is coming, but is it an improvement on what we already have? The question that needs to be answered: Will it result in more qualified leads? Read more about this update at https://jonloomer.com/advantage
Is this the end of original audiences? Meta's new streamlined campaign creation for Advantage+ Sales, App, and Leads objectives still allows for customizations. But you'll no longer need to switch to original audiences to do it. Read more at https://jonloomer.com/advantage
While remarketing was once central to ad strategy, Meta now prioritizes these audiences automatically. Manual remarketing still has its place, but the results aren't what they seem.
Advantage+ Sales Campaigns are replacing Advantage+ Shopping, but what's changing is far more than just a name. Learn more at https://jonloomer.com/advantage
Meta's making a change to Inventory Filters that is coming at a curious time, changing the default setting to Expanded. Here's what you need to know...
The Existing Customer Budget Cap, found in Advantage+ Shopping Campaigns, is going away. If you want to replicate this cap, you'll need to do it with a manual sales campaign. Here's how...
Remember Facebook Podcasts? You'd be forgiven if you don't because they only lasted 10 months. But Meta should bring them back and improve upon the product to fill a huge void, both for podcasters and advertisers. Listen to the latest episode of The Pubcast here: https://pubcast.jonloomer.com/why-meta-should-bring-back-podcasts/
Meta abandoned its podcast feature in 2022, but bringing it back with in-app optimization and a dedicated app could solve major promotion challenges for podcasters.
Remarketing results look amazing on the surface, but they're often not what they seem. While remarketing has its place, consider these potential issues. Learn more at https://jonloomer.com/tricks.
If you see conversion results that seem too good to be true, there are four questions you should ask to get important context. For more, go to https://jonloomer.com/tricks.
Meta announced they are starting a limited test of ads in Threads. It remains unclear when the full rollout will begin. Here's what we know...
Meta's algorithm has evolved beyond detailed targeting. Interest and behavior targeting are no longer essential for most advertisers, but there's one important exception.
There's a new feature in Meta lead ads instant forms to "Connect With Leads in Messenger." Here's how it works...
Now that Meta is making the switch from third-party fact-checking to Community Notes, the question was whether this would apply to ads. Nope, they won't. Here's what we know...
Trusted Email Settings are a great way to protect your Meta advertising account. It's found within your Business Portfolio (Business Manager) under the Security Center. This should be part of your account audit. Learn more at https://jonloomer.com/audit.