It's great that advertisers can now break down results by audience segments. But there's another breakdown Meta desperately needs. When using Advantage+ Audience, how much of my budget was spent on audience suggestions and how much was spent on everyone else? When using original audiences where audiences can be expanded,…
Does targeting even matter anymore? It's not that the audience of people you reach doesn't matter, and I'm not saying that Meta's algorithmic targeting is perfect. It's that our control over targeting is minimal, particularly when optimizing for conversions. So, why do we obsess so much over our targeting inputs?
Wait, what happened? For the past several weeks, I've had a learning phase of 10 events in three days. It was awesome! But, now it's switched back to 50 events in seven days. Is that party over?
This is bad news for Meta's ad-free subscription option. The EU commission ruled that the approach fails to comply with the Digital Markets Act (DMA). Since these subscriptions aren't truly a moneymaker (the revenue replaces what would have been earned through advertising), it will be interesting to see if Meta…
Stop running Meta ads from an iOS device. More specifically, don't use an iOS app to publish your ads. Apple started enforcing a 30% service fee on ads published from iOS apps in the US back in February. Now this is expanding to the rest of the world. Meta doesn't…
Here's an example of how First Conversion reporting helped solve a problem. Ads Manager was appearing to be inflated compared to what appeared in my CRM. When I used First Conversion reporting, the numbers matched. The most likely explanation is that three of the people who registered ended up registering…
Here's when First Conversion reporting is most impactful. This new option allows you to limit reporting to the first conversion that happens after someone clicks or views your ad. Such an option is most useful when viewing the results of conversions that don't result in a transaction. For more on…
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,…
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…
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.
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...
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...
There are two new (or new to me) breakdowns for Messenger ads: Messaging Purchase Source and Messaging Outcome Destination. Here's what we know...
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?
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…
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…
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…
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.
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.
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?
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?
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…
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...
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...