This is a good lesson about Meta ads optimization and user behavior. One action doesn't predictably lead to the next. I created a campaign optimized for 1-minute page views using a custom event. This ad generated nearly 4,000 1-minute views. There’s also decent retention to 2-minute and 3-minute views. It…
If you’ve ever been in a situation where Ads Manager doesn’t load or work for you, here’s what you do... Go to metastatus.com. This will give you the status and outages of Meta business products. It’s constantly updated. It includes status and outage information for business tools (like Ads Manager…
"You have to spend money to make money!" This is truly one of my least favorite sayings. It tends to come from business people who currently have money. You also need to have money to spend money! I admit, I also made this statement in the past. If I were…
Some of y’all have unreasonable expectations! Less than four weeks into Threads, some of the negative feedback has been “interesting.” I keep seeing that the usage and engagement have dropped off. OF COURSE THEY HAVE! The first few days was 24/7 FOMO. Threads was not going to maintain that early…
I have an update on Engaged-View Attribution... What’s confusing about Engaged-View Attribution is that it only applies to “skippable” videos. Meta has not clarified what this means. If you rely only on placement specs that mention that videos are skippable, that would mean only a select few placements would qualify…
Let me explain Advantage and Advantage+. Meta makes it super confusing... Starting in March of 2022, they started labeling features Advantage and Advantage+. In some cases, these were new products. In others, they were just rebranding pre-existing features. If you struggle to keep track of it all, I understand. Let…
Who are you not? Defining who you are not helps your potential customers and organization know where the line is drawn. This may be even more important than defining who you are. I am not a guru or a ninja. I hate these terms, and I made this very clear…
Who are you? It’s important that your potential customers know, but your organization should also know who you are and what you stand for. You as a brand, a business owner, and as a person. Here’s my story... I’m an accidental marketer whose first office job was as the worst…
Someone asked my chatbot this pretty insane question, and the answer they were given was pretty darn good... Every day, I go through my chatbot’s log of conversations. I find it truly fascinating the things that people are asking and the ways that the bot answers those questions. My bot’s…
Ever since I started creating short-form video tutorials, the question I get more than any other is related to an effect in my videos. The effect people ask about is where I move from a talking head to a screenshare tutorial, while my head goes into a bordered circle at…
This is the easiest way to set up the Conversions API to pass server-side events from your website... This is more important than ever, especially with rumors of the eventual demise of the browser pixel floating around. You need to set up the API. Ideally, you'll use a method like…
Try this to target warm and cold audiences at the same time... The first thing I’m going to tell you to do isn’t unique. Within your audiences, add all of your broadest custom audiences: - Customer list - All website visitors last 180 days - Facebook page engagement last 180…
Are you able to run ads to promote your Facebook group in Ads Manager? A few weeks ago, we started hearing rumors of people being able to promote their Facebook groups with ads. But in that case, that option was found inside of the group. It was a Boost button…
Is the Meta pixel about to die? Jon Morgenstern of Vayner Media shared an illuminating video on Wednesday. You can watch that video here: https://www.tiktok.com/@j0nnym0/video/7257657839047413034 He was told by his ad rep that the pixel will die in three months. Here are my thoughts... First, this is inevitable eventually. Meta…
Let’s talk about Quality vs. Quantity. I know, you think you know where this is going. But I’m telling you, we have this all wrong. I keep seeing marketers say this about content creation: QUALITY OVER QUANTITY. But their framing of it is completely misleading. They frame it as two…
This would be a pretty cool feature if it worked. Here's what you do... 1. Create a campaign with the Leads objective. 2. Use Website as your conversion location. 3. Set your conversion event to something related to quality engagement if you can. I have a custom event for a…
Here’s what I think about Engaged-View Attribution... (If you don’t know what this is, watch my last video) Engaged-View Attribution is a step in a new direction when it comes to counting and optimizing for conversions. It puts greater value on someone who is deeply engaged with a video before…
Here’s how Engaged-View Attribution works... If the conversion location is your website and the performance goal is conversions, check the attribution setting. You may now have the option for Engaged-View Window (For Video Only). Here's what it is: “Engaged-View conversions are counted when a skippable video ad is played for…
There’s been an addition to ads attribution... In Ads Manager, go to Compare Attribution Settings. There you’ll see “Additional Reporting Options.” You may even see “Engaged-View Attribution,” but that’s for another video. Expand this and you’ll see VIEW and CLICK from Apple’s SKAdNetwork. If you don’t know what this is,…
There’s a new way to contact a Meta ads rep... Advertisers often complain about an inability to get help when they need it. I spotted something new that might help, assuming you have it. In Ads Manager, see if you have this icon on the bottom right. It’s a phone,…
When are ads coming to Threads? Meta launched Threads and it exploded to over 100 Million users in under a week. Advertisers immediately started asking, "When can we take advantage of this?" When Threads is turned on as an ads placement, it will be HUGE. If the growth and popularity…
This is the key to consistent and prolific content creation... I’ve published at least one video each day (about 200) and two blog posts each week (about 60) in 2023. I've done this while not always having a lot of time to create content. How have I maintained that focus?…
Your “DO THIS OR ELSE” hooks are killing your videos... You can’t use the same sense of urgency to open every video you create. I’m sure you know the hooks I’m talking about. I even kinda did it to open this video. Every video you create treats the content that’s…
Here’s the metric that matters most for short-form videos... It’s not views or likes or saves or comments. It’s not that these things don’t matter, but you can’t chase virality. Going viral isn’t necessarily even helpful. You can create a video that appeals to a lot of people, goes viral,…