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…
Here's my camera setup for recording videos. I don't use a DSLR or another camera. I just use my iPhone 14 Pro. Here are the main things that I do... 1. I prop my phone up on a small tripod on my desk to get the proper eye level so…
This is the one guaranteed Facebook ad hack that will work regardless of your budget, industry, or product... Yeah, whatever. Did you seriously buy into this nonsense? No such thing exists. Whether or not a strategy works depends heavily on your budget, industry, copy and creative, landing page, optimization, targeting,…
The Custom form type for Facebook lead ads is now Rich Creative. Here's what you need to know... I've heard rumors from Facebook advertisers that the Custom form type was removed from lead ads. I thought this was weird since this feature is only five or six months old, and…
This is a big deal. It doesn't appear that everyone has this change yet, but it appears to be an actual thing. The location targeting drop-down is going away. Only target people "living and or recently in" this location will be used going forward. There isn't an official statement from…
So... This is a silly little thing, but it's something to consider when recording your videos. I often force myself to start a sentence with the word "so" or "but" while recording a video with the intent of being more natural and conversational. The problem is when you start editing.…
This is going to be a super controversial and unpopular opinion... Did I get carried away here?
There's been a big bug fix for Video View audiences related to Facebook Reels engagement (for now). When you create Video View Audiences, you select which videos are the source of engagement to build them for targeting. The problem: Beginning in March, Facebook Reels no longer appeared among videos that…
I started sharing a short-form video on LinkedIn nearly every day starting on November 6. Here's what happened... First, a quick explanation. I started creating short-form videos for TikTok, then Facebook and Instagram Reels, and then YouTube Shorts in October. The next frontier was LinkedIn. Of course, LinkedIn isn't really…
If you think this is easy for me, watch this. One full minute (with some edits!) of trying to say a single sentence that I wouldn't even use in the final cut. The final edit looks pretty good and smooth. That's what you see. But almost every recording has moments…