It can be easy to overreact to conversion results when you see one ad seemingly outperforming another. But remember that the customer journey can be complex. Here's what I mean...
If you're still segmenting audiences, split testing lookalikes, and restricting age and gender like it's 2017, you're making your results worse. Jon explains why most targeting inputs are now just suggestions and where real targeting actually happens in today's advertising.
Don't obsess over the details of ad performance, like individual text. Focus on your aggregate results. Here's why...
Some advertisers have a new creative breakdown option for Related Media. If you have it, here's how Related Media and the breakdown work...
Some advertisers are seeing a new creative breakdown that provides more transparency into the delivery and performance of AI-generated images in ads.
Creative testing made sense when one ad meant one combination of copy and creative. But with 26 placements and potentially thousands of variations per ad, the old testing methods are impossible and unnecessary. Jon explains why finding the "winning" combination is the wrong goal.
Your ad copy and creative options are ingredients of what is hopefully a successful ad. But that ad could have many winning combinations. Here's why that matters...
Some advertisers are seeing a new creative breakdown for Flexible Format. This could add some much needed transparency for this ad format type.
Unlike the old days, you are now creating countless variations of your ads. That matters regarding your role as an advertiser. Learn more at www.jonloomer.com/control.
Advertisers create separate ad sets and complex testing strategies because they're emotionally attached to their ads and want to ensure they get shown. Jon shares a fishing analogy to explain why this attachment is hurting your results and what you should focus on instead.
I've long referred advertisers to a quote from Meta when discussing the number of ads to run in an ad set. That quote about a six ad limit no longer exists, but what does that mean?
Meta tried to sneak a few subtle branding changes by without you noticing, but I won't let them. Advantage Campaign Budget and all of the Advantage audience expansion features get a plus. What does it mean?
There are three more test features for AI generation: 1. Comments Keywords, 2. Video Highlights, and 3. Creative Call-to-Action Sticker. Here's how they work...
Meta advertising has changed dramatically since iOS 14, but many advertisers are still clinging to their old targeting strategies and complex campaign structures. Jon shares his own painful evolution from stubborn micro-targeting advocate to algorithmic believer, and explains why resisting change will make you irrelevant.
We have ad impressions on Threads! I've spotted a few impressions in Ads Manager and as a user on the mobile app. It's minimal, but here's what I'm seeing...
You may see a new creative option to "crop and expand" with AI. What is this, and what does it do?
Advantage+ Campaign setup is finally here. This new streamlined campaign setup applies to Sales, Leads, and App Promotion objectives. Here are the basics. Read my guide for details at www.jonloomer.com/setup.
When you change your targeting and results improve, or implement GA4 integration and performance tanks, it's tempting to assume one caused the other. Jon explains why advertisers constantly mistake correlation for causation and what you should do instead of jumping to conclusions.
Now that I've had the GA4 integration with Events Manager for two months, I'm noticing this problem. Ultimately, I'm not sure what it's for...
When will Advantage+ Shopping campaigns stop working? This API timeline may give advertisers some clues...
After a year in testing, Meta announced the global rollout of Opportunity Score. Do not ignore these opportunities to improve performance. Read my guide for details at www.jonloomer.com/score.
Most advertisers lead with features when they write ads, rattling off benefits and capabilities. But features don't move the needle. Jon explains the three-element framework that actually drives conversions and why pain points matter more than you think.
Meta updated their requirements for Value optimization to account for custom events and non-purchase standard events. Here's what you need to know...
In a recent announcement about updates to conversion tools, Meta indicated that the ability to optimize for value when using custom events and non-purchase standard events is expanding globally.