There are 71 different paths to 21 unique performance goals. This is completely unnecessary and creates confusion. There's no reason to have the Impressions and Link Clicks performance goals available under five different objectives. Optimization for ad delivery is the same either way. Impressions should only be available for Awareness.…
The Engaged Customers Audience Segment has been renamed Engaged Audience for Advantage+ Shopping Campaigns. This may seem small, but it makes a whole lot of sense. There was plenty of early confusion about what this audience represented because a "customer" suggests someone has bought from you before. These people have…
If you are promoting something and you aren't sure if a Special Ad Category is required, Meta is rolling out a new feature to Categorize Your Ads that should help. Here's how it works...
Should you still use Advantage Campaign Budget (also known as CBO)? The question is whether the conditions for using this still apply. Meta wants you to limit unnecessary ad sets and the creation of extra ad sets is often counterproductive. But there are always exceptions. When there are, you should…
Here's how to pick your Campaign Objective. This is not the factor that controls ad delivery. Pick an objective that allows you to pick the conversion location and performance goal that you want. These are the most impactful selections related to delivery.
Winning the Meta ad auction depends on three important factors: 1. The Bid, 2. Estimated Action Rates, and 3. Ad Quality. The higher your ad quality and engagement, the less you'll need to pay to win the auctions.
I'm running a new test of lead quality when using Instant Forms vs. website leads. The results so far have been surprising...
Are you promoting a special ad category (Credit, Employment, Housing, Social Issues or Politics) and want to use Advantage+ Shopping Campaigns? You can! This could especially make sense when using Leads or Complete Registration events. I don't know how long some people have had this, but it's definitely recent to…
If you have multiple ad sets that attempt to enter the same auction, the result can be Auction Overlap. On a small scale, this is unavoidable and won't noticeably impact results. The problem is when this happens often. Auction Overlap may prevent your ads from delivering, drive up costs, or…
When you create multiple ad sets to segment your audience, the result is audience fragmentation. This makes optimization less effective. Meta wants you to consolidate your audience and your budget.
This would be awesome. Meta created audience segments to do a helpful breakdown of performance of Advantage+ Shopping Campaigns by New Customers, Existing Customers, and Engaged Customers. But, why can't we do this for manual campaigns? This would provide some necessary transparency and insight into campaigns that leverage Advantage+ Audience…
How much does Meta want me to increase my budget? One of my opportunities, according to Meta, is to increase my budget to scale a high-performing ad set. Based on modeling, that can increase my results by 29%. But, how much do I need to increase my budget? Meta doesn't…
Here's a myth that you might believe about conversion reporting in Ads Manager. If a purchase event is fired on page load, if someone refreshes the confirmation page three times, will Ads Manager report four conversions?
Meta is rolling out the Actions column to highlight actions you can take related to publishing errors or performance issues. This could have a connection to the Opportunity Score. For more on that, check out my blog post at https://jonloomer.com/opportunity-score.
Meta is rolling out Opportunity Score to Ads Manager and Account Overview. It's on a scale of 0 to 100 and it reflects your ability to implement delivery recommendations. Does it actually mean anything? Here are my thoughts. Also, check out my blog post at https://jonloomer.com/opportunity-score.
Make sure you understand how Meta gives credit to an ad for a conversion. Listen in as these two discuss the possibilities...
Account-wide settings like industry, account controls, default beneficiary and payer, Advantage+ Shopping customers, and name templates can be found here.
Meta is rolling out an update to account-wide audience controls that are defined in your Ad Account Settings. These controls previously only applied to Advantage+ Shopping Campaigns. They will now apply to ALL campaigns (except Advantage+ App Campaigns). Here's what you should know...
If you think that your conversion numbers are inflated in Ads Manager, this could be why. Here's a real-world example of how Ads Manager was reporting slightly higher than was reflected in my CRM. The reason for the inflation is that reporting was based on a standard event that captures…
This is a great example of how broad targeting works when optimizing for purchases. This company caters to women and ran an Advantage+ Shopping Campaign that didn't allow them to restrict the audience by gender. But 99% of the impressions went to women because the algorithm figured it out.
Engaged Customers Audience Segment is a big update for Advantage+ Shopping Campaigns. Once you define this group in your Ad Account Settings, you can add a breakdown row to your Ads Manager results for people who have engaged with your business but hadn't previously bought a product.
While you should avoid creating unnecessary extra ad sets, there are a few exceptions when you should consider it.
Advertisers who run traffic campaigns optimized for link clicks or landing page views have a problem. When using original audiences, Advantage Detailed Targeting is now on and can't be turned off (this change is rolling out). This expansion for top of funnel optimization makes it highly likely that you'll get…
Are lookalike audiences still relevant? Some advertisers continue to swear by lookalikes, but I wonder if this is mostly out of habit and routine. Many of the reasons we use lookalikes are satisfied by other, newer methods, like Advantage+ Audience. Are lookalikes any better? What do you think?