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May 28, 2023

Where Did The Event Setup Tool Go?

I've been hearing from people asking if Meta's Event Setup Tool has been removed, and now I see why. If you have the updated Events Manager, the way that many people accessed the Event Setup Tool (myself included) has completely changed. The Add Events dropdown menu now has different options.…

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May 27, 2023

Do You Remember Power Editor?

Only the real ones remember Power Editor... The life of Power Editor covered about a six-year span beginning in 2012. At first, it was a Chrome plugin that was originally created for editing your Facebook ads in bulk. You had to DOWNLOAD your ads into Power Editor every time before…

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May 26, 2023

Advantage+ Shopping: Existing Customer Breakdowns

This is what makes Meta's Advantage+ Shopping Campaigns unique... When creating an Advantage+ Shopping Campaign, there's a section for Audience Type Breakdown related to reporting. This is set within your Account Settings. There, you provide various custom audiences to define your current customers. Why? First, once you've been running an…

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May 25, 2023

Did Meta Give Two Products Nearly the Exact Same Name?

Did Meta seriously give two products nearly the exact same name? You probably know about Advantage Lookalike and Advantage Custom Audience. But if you add both a lookalike and custom audience to your targeting (while using certain types of optimization), you can turn on Advantage Audience. All this means is…

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May 24, 2023

Are Meta's Changes to Aggregated Event Measurement Due to Improved Modeling?

Recently I spotted the following message when hovering over the header row of the Results column in Ads Manager: "Changes to how conversions are reported: As part of our ongoing efforts to support advertisers through industry and regulatory changes, we are making changes to how conversions are reported, such as…

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May 23, 2023

Only 7.7% of Views on Facebook Included Links

Only 7.7% of views on Facebook were posts with links. What does that mean? Are links on Facebook doomed? In Meta's Most Viewed Content Report for Q1 of 2023, it was revealed that 92.3% of all views didn't include a link. In Q3 of 2021, the share of views that…

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May 22, 2023

Aggregated Event Measurement is Changing and I Have Questions

Aggregated Event Measurement is changing, and I have questions... The big news last week is that advertisers will no longer need to configure and rank their eight web events for conversion optimization. Additionally, they'll no longer be required to verify their domains to configure these events. But, Aggregated Event Measurement…

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May 21, 2023

Meta's Twitter Alternative Barcelona is Set to Launch in June

You'd be foolish to ignore Barcelona, Meta's Twitter competitor that is set to launch in June. Here's why... Yes, Meta doesn't have a great track record when it comes to copying competitors. But this feels different. Normally, Meta is trying to copy some hot new app or format. And the…

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May 20, 2023

An AI ChatBot Trained on Your Website Content

I'm testing out an AI chatbot that's trained on my website using SiteGPT. Still early, but check it out... I've trained it on 25 links in all that include things like... - About Me - Posts about my advertising philosophy - Ads FAQ - Ads Glossary - Important and relevant…

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May 19, 2023

Ad Text Variations Centered

Ad Text Variations is a great new AI-powered feature for Meta advertisers... Meta announced a series of AI-powered ad tools recently. Ad Text Variations is one of them. After you provide your ad's primary text, Meta will generate a series of variation suggestions. The changes are often minor, but words…

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May 18, 2023

Meta's Aggregated Event Measurement Isn't Going Away

Meta's Aggregated Event Measurement isn't going away. It's changing... You have probably heard about some big changes related to Meta's Aggregated Event Measurement protocol for handling the measurement of app and web events from iOS devices. 1. No longer required to configure and prioritize your eight events 2. No longer…

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May 17, 2023

The Changes to Aggregated Event Measurement and Meta Conversion Campaigns

Here is exactly what Meta's documentation says about the big changes to Aggregated Event Measurement and conversion campaigns. 1. You no longer need to prioritize eight conversion events per domain for web conversion optimization (BIG!). 2. The Aggregated Event Measurement tab in Events Manager has been removed because you no…

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May 16, 2023

Big Changes Coming to Aggregated Event Measurement and Meta Ads

Emergency video: Big changes coming to Aggregated Event Measurement and website conversion campaigns for Meta advertisers. AEM as we know it is changing in a very big way. 1. No longer a need to prioritize events. 2. No longer a need to create Value Sets for Value Optimization. 3. No…

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May 16, 2023

Meta Announces Advantage+ Audience

Meta just announced Advantage+ Audience. Here's what we know... This comes from an announcement about several AI-powered tools that will be rolling out for advertisers. That announcement is here: https://www.facebook.com/business/news/introducing-ai-sandbox-and-expanding-meta-advantage-suite Advantage+ Audience got my attention. First, note that this is new. Do not confuse this with Advantage Detailed Targeting, Advantage…

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May 15, 2023

The Facebook Ads Metrics You Should Care About

Stop obsessing over the wrong Facebook ads metrics. There are really only two you should care about. Meta gives us a whole bunch of metrics to distract us with. Be careful. Most of the metrics are secondary or tertiary (I mostly like saying "tertiary"). They provide some context, but they're…

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May 14, 2023

Less is More with Facebook Ads

Less is more with Facebook ads. Stop overthinking this stuff! 1. Keep optimization simple. What's the action you want? Optimize for that. 2. Stop wasting time with targeting. Now that we have the Advantage expansion products, Meta wants you to go broad. In most cases, you should. In many cases,…

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May 13, 2023

Understand How the Meta Ads Algorithm Works

Understand how the Meta ads algorithm works and why so that you will know how it can both help you and hurt you. The ads algorithm is super powerful. But it's also not perfect. It's super literal, which is both a good thing and a bad thing. If you optimize…

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May 12, 2023

Be an Ethical Facebook Advertiser to a Fault

Be an ethical Facebook advertiser to a fault. It's not worth the risk... Know the rules inside and out. Some of the rules within Meta's ad guidelines aren't obvious. Read them. Ignorance is not an excuse. Do not bend the rules or work in the gray area that may not…

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May 11, 2023

Update Your Facebook Advertising Assumptions

If you're a Facebook advertiser, challenge yourself to update your assumptions... It's easy to get stuck in our ways. Over the years, we find what works and doesn't work for us. It leads to rigid processes and assumptions that these things will remain the same. But things change. Our assumptions…

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May 10, 2023

If You're a Facebook Advertiser, Embrace That It Depends

If you're a Facebook advertiser, embrace the phrase "It Depends..." You'll use this phrase to answer questions from potential clients, current clients, and higher-ups. It's not a copout. Too many questions about Facebook advertising assume an easy answer. But this stuff isn't black and white. Don't try to give universal…

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May 9, 2023

Stop Blaming the System When Your Facebook Ads Aren't Working

Stop blaming the system when your Facebook ads aren't working... I'll often hear people say that Facebook ads don't work. Well, no. They don't work for you. The way you're using them. But they could work for you. It's not that Facebook ads always work either. They aren't some magical…

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May 8, 2023

The Number One Skill of Successful Facebook Advertisers

This is the number one skill of successful Facebook advertisers... Those who are most successful with Facebook ads have an underlying curiosity that others don't. They align their goals with an understanding of how things work... and THEY EXPERIMENT. They don't ask, "Should I do this?" They throw caution to…

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May 7, 2023

Use an AI ChatBot on Your Website

Here's how I'm thinking about using AI for my business on my website... Ever since the explosion of ChatGPT and AI tools, I've been thinking about how I can take advantage of it. It's been a bit overwhelming because there are dozens of new and unproven tools every day. Most…

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May 6, 2023

Meta Verified and Meta Branded Pages Getting Hacked

Dangerous links are getting shared by Meta Verified -- and Meta branded -- pages like several called "Meta Ads." How is this happening?? The new Meta Verified program was rolled out to users and creators. It's not yet available to business pages, unless some are part of a test. My…

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