What is Post-Conversion Optimization? Not many advertisers have it, but PCO could be enormously useful for those wanting to optimize for events that happen further down the funnel. Here's how it works...
You'll find these settings at the top of your Account Overview page. Many of these settings, like managing Auction Overlap and Audience Fragmentation, were previously found within Automated Rules templates. Those templates are no longer available, and these do essentially the same thing.
There are new audience controls in your Advertising Settings. Brand Protection and Employee Controls allow you more targeting control account-wide but with some exceptions. These could be helpful, but they feel half-backed right now. Here's how they work...
When should we use CBO (Campaign Budget Optimization or Advantage Campaign Budget)? CBO is mainly dead now because the primary use in the past involved multiple ad sets by audience. That's no longer relevant due to audience expansion. But, you may instead use it to promote multiple products.
Sometimes your ads need a reset. Don't fear changes that will restart the learning phase, especially if you aren't getting good results. The restarting of the learning phase could act as a reboot. You might actually get better results that way.
Are ads finally coming to Threads? There are signs in the code that plans are being made, but that may not mean that ads are imminent. Meta denies there is an "immediate" timeline for monetization, but that doesn't mean they aren't moving up original plans.
What is the new "Multiple" conversion location? When creating a campaign with the Leads objective, some advertisers are seeing this new option. Here's how it works...
An update to instant forms when creating Facebook Lead ads will allow you to make some questions optional. Here's a closer look at how this works, limitations, and how you might use it.
A new option for creating questions in instant forms allows you to use sliders. This gives people the option of providing a range of approval, rather than short answer or multiple choice. Here's how it works...
A new lead form option for Redeem Promo Code after someone completes your form. You can reward people with a promo code they redeem on your website. Here's how it works...
Is it possible that you can submit up to 10 primary text variations? If you include AI-generated text generations, you can. I swear this wasn't the case initially...
How many primary text variations should you provide? You can provide up to five, but is there an optimal or minimum recommended number? I haven't found official documentation on this, but there are clues.
What are Incremental Conversions? These are conversions that Meta believes would not have happened if people didn't see your ad -- and it's a new attribution setting that's coming soon. Still, I have questions...
What are Conversion Value Rules? Meta made a series of big announcements related to optimization. This update allows advertisers to express which audiences or conversions they value more or less, and make a higher bid on those groups without creating a separate campaign.
An Advantage+ Shopping Campaign optimized for the Complete Registration conversion event? It was worth a test...
Meta announced that unique metrics will be deprecated from the Ads API. Presumably, this will also be reflected in the main Ads Manager interfaces. This won't affect Link Clicks, Outbound Clicks, or a couple of metrics related to Messaging. You might use First Conversion Reporting as a replacement. They aren't…
I've launched a new course to help advertisers increase their confidence and sharpen their skills in Ads Manager. Go here to sign up: https://jonloomer.com/bb Building Blocks will provide a foundation to help you understand how everything works throughout the campaign creation process -- as well as understanding you're results after…
Meta's Q2 earnings are out and the average cost per ad is up 10% year over year. This continues the reversal of a trend where ad costs were falling in recent quarters. What are you seeing?
Are completely AI-automated campaigns the future of Meta advertising? On a recent earnings call, Mark Zuckerberg suggested that advertisers will one day be able to simply provide an objective and a budget and everything will be created for them -- even the ads. What do you think?
No more Automated Rules Templates. If you've used one of these templates in the past, you'll now find them within Automatic Adjustments. These are found on your Account Overview page.
There's a potential problem with Advantage+ Shopping Campaigns. Advertisers have virtually no impact on targeting, which isn't necessarily a problem in itself. But, you can't exclude people who bought the product that you're promoting. While that may be fine when a product can be bought multiple times, you'd probably want…
Sampled Activities in Events Manager allows you to see the specific URLs where an event fired during the past 24 hours. This feature was not working a few months ago. Just like the Filter by URL (which still isn't working), it was only returning domains. Until that gets working, Sampled…
Here's how to create a custom event in Google Tag Manager that tracks when a Google referral results in a purchase. This is most valuable for isolating view-through conversions that lead to a conversion from this path.
How can you prove the value of a view through conversion? Isolate those that are the result of someone Googling your website after seeing your ad. Here's how to create a custom event to track Google referrals and then see how many of them resulted from a view-through conversion.