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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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,…
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…
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…
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…
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…
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…
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…
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…
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…
This is the most surprising report related to user engagement on the Facebook platform... In Meta's 1Q earnings report for 2023, a good number to look at for health of the platform is Daily Active Users vs. Monthly Active Users. This helps us look beyond whether there was simply growth…
Meta ad prices dropped for the fifth consecutive quarter year-over-year. How is that possible? Here are five potential explanations... 1. User Growth. While users grew only 5% year-over-year, it still helps increase inventory. 2. User Activity. Amazingly, DAU vs. MAU hit an all-time high in the first quarter of 2023.…
Meta released their quarterly earnings, and something isn't adding up. 1. The Price Per Ad is down 17% year over year. This is the fifth quarter in a row that the Price Per Ad has dropped. 2. Ad Impressions are up 26% year over year. 3. Meta monthly active users…
