It depends on several factors, but the main thing is understanding a few things: How much is a lead worth to you? How often do leads buy from you? At this point, you'll be able to start figuring out a baseline for what should be acceptable for a cost per…
One way to improve your lead quality is to use Conditional Logic when creating your lead form. This allows you to treat people differently depending on their answers. You can ask them a follow-up question, complete the form, or close the form so that you don't receive their contact info.…
How should you approach country targeting? Should you create separate ad sets for each country? Should you combine them into one ad set? Should you group similar countries by group? Should you actually consider using Worldwide targeting? Here are my thoughts...
You can now add Site Links below your ad creative when using the Website conversion location to help highlight other products, services, and helpful links. Here's how it works and looks...
Dynamic Creative had a good run. It was first introduced in 2017, and now Meta is shutting it down in favor of Flexible Ad Format. Here's what you need to know...
You can schedule individual ads now when you create a manual Sales campaign with the Website conversion location. This feature was previously unique to Advantage+ Shopping Campaigns, but now it's being made available for manual Sales campaigns.
Video remarketing is mostly worthless. It's a common strategy to create a video ad funnel that promotes an initial video and then a second campaign that targets the people who watched it. While some video remarketing can be viable, this approach is rarely effective.
There was a time when remarketing was a huge part of my ad strategy. I did general remarketing to people who had any connection to me because this group of people was most likely to perform the action I wanted. I did micro remarketing to those who performed a very…
You may get a warning in Ads Manager that your ad set may get zero leads (or conversions or something else). If you're getting this message while using Advantage+ Audience with suggestions, you can ignore it and publish your ad set. There's no reason for this warning, and I have…
Unskippable "Ad Breaks" on Instagram? Some users are seeing an experience where they're forced to stop scrolling their Instagram feeds to watch a video ad. They can't keep scrolling until the video is complete. While unskippable video ads aren't new to Meta, I don't believe we've seen anything like this…
Audience Segments are now available for all Sales campaigns (Advantage+ Shopping AND MANUAL) to provide deeper insights into your reporting. Maybe we'll see this for other objectives soon, too!
Sometimes the reason you're not getting good results can be traced to your CPM, rather than an issue with your ads or offer. Here's an example of a situation where the conversion rate was better than a similar successful campaign, but CPM was three times higher. Check out a blog…
Have you seen the "Preparing" status after publishing your campaign? Here's what it means when you see it...
You'll need special access to use them, but bid multipliers allow you to bid differently based on various audience segments. Here's how it works...
While some factors are outside of your control, here are six ways that you can drive up your CPM: 1. Using original audiences instead of Advantage+ Audience. 2. Restricting your audience by age or gender. 3. Limiting geography by state or region. 4. Manually editing placements. 5. Having a low…
Why would you use a lookalike audience as an audience suggestion when using Advantage+ Audience? Why not just use the source audience instead?
Which CTA button should you use? If you don't want to mess with an A/B test, you can use Dynamic Creative to test out different button options. Here are the details...
Are you sure you need all of those campaigns? It's a common strategy for advertisers to create at least one campaign for every stage of the funnel -- and in some cases, multiple campaigns for each stage. While big-budget advertisers can throw money at the top of the funnel, this…
Some advertisers are reporting seeing a new learning phase that requires 10 optimized events within three days. The learning phase has otherwise been 50 optimized events in seven days. If this is an official change, it could have a positive impact on advertisers, particularly those with smaller budgets.
Scale high-performing ad sets without restarting the learning phase? This could be extremely helpful.
Meta is deprecating Sponsored Messages from the Marketing API. Does that mean we should expect this long-time feature to disappear from Ads Manager, too? It wouldn't be a surprise.
The Offline Conversions API will be deprecated, but you have more time to prepare than previously thought. Instead of going away in Q3 of 2024, you now have until May of 2025. Offline events are still important, and you'll eventually need to transition to sending them using the main Conversions…
While there don't appear to be any inherent advantages to using one option over the other, you should consider how each works with your strategy. It's a personal preference. But there are some benefits to consider.
Back in January, Meta announced that Advantage Detailed Targeting would be turned on and locked when optimizing for link clicks or landing page views. This change mimics what we see when optimizing for conversions and using original audiences. While I have this in some ad accounts, I don't have it…
