This is my prediction for the future of Meta ads targeting. If you’ve paid attention the past few years, none of this will be shocking... Advantage Detailed Targeting, Advantage Lookalike, and Advantage Custom Audience will all be eliminated. They just won't be necessary anymore. Advantage+ Audience will become a fixed…
What does it mean to remain relevant? I took for granted how relatively quickly and easily everything came together for me more than 12 years ago. That success allowed me the freedom I desired to spend more time participating in my sons' lives. In the meantime, I ignored the evolution…
Your ad does the targeting now... We’ve heard this phrase a lot lately. Here’s what it means. Facebook ads of old prioritized targeting. Advertisers separated themselves by finding the perfect combination of demographics, interests, and lookalikes. Broad targeting and machine learning changed everything. Meta’s been expanding audiences, in some cases…
Is Meta going to offer a paid ad-free subscription option? That's possible, at least in the European Union. Why would they do this, and what would it mean? This comes from when I was a guest on a podcast by FMO Media. https://www.youtube.com/@FMOMedia/podcasts
These DM scams on Facebook are a joke... Each of these DMs follows the same playbook. 1. They claim to be Meta. 2. They even use Meta logos. 3. They claim you’ve violated community standards. 4. If you don’t reply within 24 hours, your page will be locked or removed.…
Should you publish the same short-form video to five different platforms? Here's why I do it and the potential benefits. You never really know where you're going to hit! This video comes from an appearance on a podcast by FMO Media. https://www.youtube.com/@FMOMedia/podcasts
Make sure you verify your custom website events! I was greeted by this warning message at the top of my Events Manager (you may also see it in your Account Overview): “Verify your custom website event(s). As part of Meta’s continuous system improvements, you must complete a one-time verification of…
In this video, we'll dig into Advantage+ Audience: What it is, how it's different from other options, and how you might use it. if you have Advantage+ Audience, you'll know it. It replaces the prior targeting options (you can switch back to the old way). Advantage+ Audience utilizes machine learning…
The marketing skills that were needed to be successful when I started were perfect for me. But when marketing evolved, it became a much bigger challenge. This is a closer look at that evolution and struggle. This video comes from when I was a guest on a podcast by FMOMedia.…
We have an update to Advantage+ Shopping Campaigns... When you create an Advantage+ Shopping Campaign, you may see a drop-down menu for the performance goal. If you don’t have the drop-down, you don’t have this change yet. By default, the performance goal is “Maximize number of conversions.” Click that drop-down…
What's my least favorite ad placement? Well, we can overcomplicate it. But, yes, there is a placement that drives me crazy. This comes from my appearance on an FMO Media podcast episode. https://www.youtube.com/@FMOMedia/podcasts
Check out the Reservation buying type... If you create a campaign in Ads Manager, you may see this (rolling out in October): “Introducing reservation buying type. Reservation, formerly called reach and frequency, allows you to plan and buy your campaigns with a set cost and forecast your campaign’s lifetime results…
If you're going to commit to short-form videos, you have to overcome the fear of creating bad videos. I did that by embracing that "it was going to suck." This came from a podcast episode by FMO Media. https://www.youtube.com/@FMOMedia/podcasts
Consider this a warning if you’re an online creator who relies on your content and the audiences you built with it to drive revenue. DO NOT take it for granted. DO NOT assume that what works today will work tomorrow. News feed algorithms change. Platforms implode. Ad costs, competition, and…
Reels ads are getting some updates! Just in time for the holidays, Meta announced the following changes... 1. Collections Ads for Reels feature one large video or image and a row of square images at the bottom to promote related products. 2. Multi-destination Reels carousel ads allow you to create…
You need to use these three metrics if you run call ads... You can create ads to get people to call your business. A CTA button will initiate a call to the number you provide. You can also provide an option for the person to request a callback via Messenger.…
Slow down. Keep it simple... Advertisers often obsess unnecessarily over campaign objectives. When promoting a conversion event, you could technically use one of three objectives: 1. Sales 2. Leads 3. Engagement In each case, there’s a website conversion location and the ability to select your pixel and conversion event. Which…
Do you know the difference? Custom events and custom conversions confuse too many advertisers. They either mistake one for the other or they use the two interchangeably. Both require the pixel or conversions API and help you define conversions that are used for reporting and optimization. But the similarities stop…
Meta has started rolling out AI features for ads. We first heard about these features back in May, and the global rollout will complete by next year. The three features include: 1. Background Generation 2. Image Expansion 3. Text Variations. Background Generation was added to Advantage+ Creative and will automatically…
We now have Advantage+ Shopping placement control. When you create an Advantage+ Shopping campaign, you have no control over placements. Advantage+ Placements is locked in. Meta has now provided some back-end control over this. In your Ad Account Settings, you’ll see Account Controls at the top. Click “Placement Controls.” Toggle…
Yep, you can do that again. A few weeks back, I created a video about a bug related to Meta Page Posts. In the past, we’d been able to publish ads to our page here, but that was no longer possible for link ads. You could only do it with…
Ads Manager needs this custom metric. I love the compare attribution settings feature, but it creates a mess. If you click all five attribution windows, it adds five extra columns to Ads Manager. And it doesn’t just add five columns. It adds five columns to EVERY CONVERSION metric. And you…
Some of y’all are crazy. In Ads Manager, you can compare attribution settings. This allows you to check boxes for each attribution setting that adds a column to your conversion reporting. By default, your conversions do not include 28-day click attribution. You can view these extra conversions. Some advertisers tell…
I have a correction! Last week I told you about a possible bug. Some custom events don’t appear among metrics you can add as columns in Ads Manager. From what I could tell, there was no rhyme or reason why this was. As it turns out, there was a reason.…