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July 9, 2024

25 Percent of My Budget was Spent on Remarketing when Going Broad

I created a manual sales campaign optimized for conversions and used original audiences without targeting inputs. Using audience segments, I was able to see that while I didn't provide targeting inputs, a quarter of my budget went to remarketing anyway. To learn more about my test and see the results,…

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July 8, 2024

Don't Use First Conversion Reporting In Place of All Conversions

First Conversion reporting isn't meant to replace All Conversions. I've seen some advertisers get excited about this new option, thinking that it will be their new default option. Use it to add context, but not as the only option. For more on First Conversion reporting, read my blog post at…

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July 7, 2024

What is First Conversion Reporting in Meta Ads Manager?

Meta is rolling out First Conversion reporting when comparing attribution settings. This will allow you to get a count of only the first conversion that happens after an ad view or click. For more on First Conversion, check out my blog post at https://jonloomer.com/first.

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July 6, 2024

The Flawed Logic of Geo Fencing

This is the flawed logic of geo fencing. It's meant to solve what is a very real problem related to location targeting. Unfortunately, this approach will ultimately exclude people you want to target in the process. Here's what I mean...

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July 5, 2024

How Much Does Your Audience Expand?

How much does your audience expand when using Advantage Custom Audience with original audiences? We can now figure this out with a test using a Sales campaign with audience segments, making sure to use custom audiences that match those used in audience segments. Here are the results that I saw...

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July 4, 2024

New Breakdowns for Messenger Ads

There are two new (or new to me) breakdowns for Messenger ads: Messaging Purchase Source and Messaging Outcome Destination. Here's what we know...

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July 3, 2024

Breakdown by Country and Audience Segments

I'm sure you know all about audience segments and the ability to breakdown results by Engaged Users, Existing Customers, and New Customers. But, did you know about this other breakdown using audience segments?

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July 2, 2024

Why Did This Happen?

When I used Advantage+ Audience with suggestions using custom audiences that match my audience segments, it resulted in spending 32% of my budget on that group. But when I didn't provide any suggestions at all, 35% of my budget was spent on them. Why did this happen? Here are my…

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July 1, 2024

A Test: How Much Do Audience Suggestions Matter?

How much do audience suggestions matter? I ran a test to find out. Last week, I used Advantage+ Audience without suggestions and it resulted in 35% of my budget spent on remarketing. This time, I used audience suggestions that exactly matched the custom audiences I used to define my Engaged…

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June 30, 2024

A Year and a Half of Videos

Today marks a year and a half since I started publishing at least one new video every day. It's crazy to think that a couple of years ago, I wasn't recording any videos at all -- the entire process intimidated me. Here are a few things I've learned along the…

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June 30, 2024

Facebook Ads Location Targeting is a Problem

If you've run ads that reached people outside of your selected location, you're not alone. A small part of this is due to organic distribution, but a larger part is Meta's change to how you can target locations.

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June 29, 2024

Stop Obsessing Over Finding Winning Creative

Do you actually need to find a winning creative? It's possible that you do, but you're doing it all wrong. If you aren't using A/B tests, stop obsessing over getting equal distribution for all creative options. This results in a waste of money and increased inefficiencies.

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June 28, 2024

Why Are Dynamic Creative and Flexible Ad Format Both Necessary?

These features provide similar benefits, with each available for different objectives. There's no clear benefit or noticeable separation of one versus the other. Why can't Meta just make one available for all objectives?

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June 27, 2024

Should Flexible Ad Format Still Work with the Traffic Objective?

When Flexible Ad Format was introduced last year, it was only for the Traffic objective. At some point, Meta's documentation reflects requiring the Sales or App Promotion objectives. But, I'm still able to select Flexible Ad Format when using the Traffic objective. So, what's going on?

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June 26, 2024

Test: How Much Remarketing Happens with Advantage+ Audience?

When you use Advantage+ Audience without audience suggestions, how much remarketing happens algorithmically? In this test, I'm able to show that over 35% of my budget was spent on remarketing without providing audience suggestions. This is done by using a manual Sales campaign and defining audience segments in Ad Account…

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June 25, 2024

Should We Use Sales Campaigns for All Website Conversions?

Should we use Sales campaigns (the Sales objective) for all website conversions, even when not optimizing for a purchase event? There's actually a good reason to do it...

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June 24, 2024

New Messenger Ads are Coming

New Messenger ads are coming. Send paid marketing ads on Messenger to users who have opted in to hearing from them. Here's what we know...

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June 23, 2024

How to Track Clicks on Site Links

Meta now allows advertisers to add Site Links -- scrollable links to important pages of your website under the ad creative. There's one problem: How do you track clicks on these links? While it's possible you'll eventually be able to track this with breakdowns (that's not functional at the moment),…

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June 22, 2024

Breakdowns in Ads Manager Not Working

I know I'm not the only one who is having this issue. The breakdowns by Dynamic Creative Element for images, CTA buttons, and website URLs aren't working. You, too?

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June 21, 2024

Dynamic Creative Isn't Going Away Completely After All

According to a message in Meta Help Center articles about Dynamic Creative, it's only going away for a couple of objectives.

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June 20, 2024

Missing From Audience Segments

Maybe I'm looking too far into this, but don't you think it's interesting that Meta doesn't include video engagement, page engagement, and Instagram account engagement audiences within the Engaged Audience segment? What does that say -- or imply -- that Meta thinks about those audiences?

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June 19, 2024

No More CTA Button Testing

When Meta phased out Dynamic Creative, it also phased out one unique feature. While Flexible Ad Format allows you to do almost everything that Dynamic Creative does, it doesn't allow you to test multiple CTA button options. Why?

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June 18, 2024

How to Compare Results in Ads Manager

Here's an easy way to compare results of multiple campaigns, ad sets, or ads in Ads Manager. It's a subtle little update that you may have missed.

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June 17, 2024

Test Advantage+ Audience

One of the mysteries of Advantage+ Audience is how your ads get distributed. How much does your audience suggestion matter? How much remarketing happens when you don't offer a suggestion? Now that Audience Segments have been added to manual Sales campaigns, we can test it! Here's how I'm doing it,…

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