When none of your campaigns are working, do this: Shut it ALL off. Then simplify your approach and create a single campaign with one ad set to promote your most important goal. This allows you to focus your budget, free of auction overlap, so that you can get meaningful results.…
Meta is rolling out some valuable AI-generated text updates for ads. AI-generated variations for headlines are coming, beyond just primary text. But, the biggest update is that it will learn from your previous campaigns to match your brand voice and tone.
Image generation is coming to Facebook ads. Submit an image and AI can generate backgrounds for it. You can also have AI generate variations that are inspired by that image. These could be big updates to help quickly and easily create multiple image variations for ads.
Are Detailed Targeting exclusions going away? Some advertisers saw a message at the top of the Audiences page indicating that Detailed Targeting exclusions were going to be removed by June 28th. But according to SearchEngineLand, this alert was sent in error. But just because there aren't "immediate plans" to remove…
This is the beauty of Advantage+ Audience. Because your audience suggestions shouldn't impact results much, it's a variable that you don't need to spend much to worrying about. You can focus on copy and creative. This is one more reason to switch from using original audiences when possible.
Here's a clarification about Advantage+ Shopping audience segments. It wasn't clear whether you needed to exclude your existing customers when creating your Engaged Audience. It appears that's not necessary. Assuming you define your Existing Customers accurately and thoroughly, they will be pulled out when there's overlap.
Stop watering down results. If you don't need to create those extra campaigns, ad sets, or ads, DON'T. There are always exceptions, but the main point is to limit these extra assets that spread out your budget and make results less meaningful. When you have the opportunity, consolidate. Your results…
This is a real-life example of the benefit of setting up the Conversions API. If you go to your Events Manager Overview page, you can see how many extra events were sent as a result of using the Conversions API.
When should you use the Offline Conversions API? Unless you are capable of deduplicating these events from the web events, there's a specific way you should handle this...
Custom Conversions don't replace standard and custom events. They have a unique purpose. So, when should you use them?
Advantage+ Placements is on by default, which makes all placements available. But, you are able to manually remove placements. Should you? If you're looking for some super complicated placements strategy, you're going to be disappointed. In most cases, this is simple. But there are potential issues to consider. Here's how…
These are the performance goals that I use most. The choice of your performance goal is possibly the most important in the campaign creation process -- particularly before creating your ad. There are 21 performance goals in all, but these are what I use most often.
The conversions performance goal is versatile! Since how your ads are delivered is dependent on your conversion event, you can use it for any step of the funnel. Here's what I do...
You don't always need to find a winner. I've found that advertisers are often unnecessarily obsessed with finding the perfect combination of primary text, headline, and creative. Even if Meta can find a winner, the sample size is often statistically insignificant. There's a time and place for split testing, but…
In your Ad Account Settings, make sure to spend some time to accurately and thoroughly define your Existing Customers. This can impact delivery, optimization, and reporting segmentation.
Are ads coming to Threads? According to a report from Digiday, ad execs who claim to be in the know say that they're coming in the second half of 2024. While this would oppose Mark Zuckerberg's typical response about Threads monetization that the milestone is 1 Billion users. Threads is…
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Ads Manager reporting and GA4 will never match up. But, if you use UTM parameters and don't understand why GA4 shows far fewer conversions from Facebook, the reason is almost always view-through conversions.
I've now reached the Funnel Analysis stage of Conversion Leads CRM setup. Meta says that I could enable Conversion Leads optimization now, but I might not see full performance gains. While I am 95% done, this final step is expected to take up to three weeks.
An important deadline for Shops passed on April 24th. Any Shop without Checkout with Facebook or Instagram enabled in the US is no longer accessible. Here's what to do...
We don't need a Traffic campaign objective. Every other objective gives you access to unique performance goals that can't be accessed elsewhere. Traffic is known for Link Clicks (available across five objectives) and landing page views (available in four). Unless Meta creates a unique performance goal that is unique to…
According to an article from Bloomberg, some advertisers are reporting that technical glitches are leading to higher costs. Meta disputes this. What are you seeing? The article is here: https://www.bloomberg.com/news/articles/2024-04-10/meta-s-automated-advertising-system-is-on-the-fritz-marketers-say
Meta's own documentation has a specific recommendation of no more than six ads per ad set. But this doesn't apply to Advantage+ Shopping Campaigns. In that case, the more creative the better.
If you're missing Ads Manager Updates, I have good news for you. While there still isn't an easy way to get there from the Help menu in Ads Manager, there is a workaround. And Meta is still updating this feed. This is a really good way to stay on top…