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…
Here's an update on my progress with Conversion Leads integration. I've been able to advance through some critical steps and I'll soon be able to optimize for Conversion Leads so that I can have the algorithm focus on something further down the funnel.
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…