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?
What are the biggest challenges you're facing as a Meta advertiser right now? I want to know!
Should you turn off ads? It's common for advertisers to turn off the worst-performing ads to leverage the top performers. This especially made sense in years past. But, is this still necessary, given how things work now?
Meta is rolling out an update to ad previews. Here's what it looks like and what you can expect...
You can feature promo codes in your ads using the "Highlight your promo codes" feature when running a Sales campaign with the Website conversion location. It can automatically source your codes or you can manually provide codes. Meta says advertisers using this are seeing a 10% increase in conversion rate.
Meta announced that it would cut its ad-free subscription fee in the European Union in an effort to appeal to regulators. This could be bad for advertisers, although it doesn't sound like regulators are convinced that the price change helps Meta comply.
Do not overreact to early results. You'll be inspired to make changes, but let it go. Unless you're spending huge sums of money, early results are mostly random. You haven't exited the learning phase, so your results are unstable. Small sample sizes will make you do crazy things.
CPM, CTR, and Cost Per Click are secondary stats that are easy to manipulate. The ways you can easily improve them are unlikely to get you higher-quality results.
If you have important actions that happen offline, you should pass those via Meta Conversions API to help fill in attribution. This video walks through the details. For more on this, read my detailed tutorial at https://jonloomer.com/offline In order to follow the steps in this video, you'll need access to…
I'm running a test. I've created three variations based on trying to drive quality subscriptions: 1. Optimized for Complete Registration, 2. Optimized for a video watched on the confirmation page after registering, and 3. Optimized for Lead using an instant form. I also add a tag based on where people…