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,…
Small sample sizes can be worse than no sample at all... Too many advertisers overreact to small sample size results. A great start or a bad start? A good day or a bad day? A campaign that ran for two weeks on a $20 per day budget. “This doesn’t work!”…
Why aren't event totals matching up between Events Manager, custom conversions mapped to those events, and Ads Manager? There's a good reason... If you dig into your event data, you are likely to notice that the totals for standard and custom events in Data Sources of Events Manager are higher…
There’s a new feature to control your audience targeting for Advantage+ Shopping Campaigns. Within Ad Account Setup (which is found in Ad Account Settings), there’s a new section for Account Controls and a feature within it called Audience Controls. Click it! These controls apply account-wide to new and existing Advantage+…
Threads is here and this is my 60-second hot take... You’re going to hear all about what Instagram’s Twitter competitor doesn’t have: No DMs. No chronological feed. No follow feed. No lists. No basic search. No hashtags. No gifs. No editing. But you know what? It’s a pretty great first…
Here’s how to figure out CPM by country across your ad account... You can’t do this in the main Ads Manager interface. You can go to the final row of your results to get an overall CPM, but breaking down by Country there will give you the country CPM by…