Here's how I create a custom Facebook ads metric for Quality Click Rate. First, it's important to understand that Outbound Clicks are the clicks on your ad links that lead away from Facebook (usually to your website). This is the pool we're pulling from. Next, we want to be sure…
If you optimize for ThruPlay, this is a great custom metric to create to measure the quality of video views. By optimizing for ThruPlay, you're going to get a lot of ThruPlays (that's how it works!). But this can be misleading. What percentage of those ThruPlays watched to completion? Obviously,…
Do you understand the difference between the four types of Facebook ads clicks? Most advertisers don't. 1. Clicks (All) is what it sounds like. It includes link clicks to your website, but it also includes all of the clicks on your ads like comments, shares, reactions, and more. You'll get…
Here's how to get higher-quality leads from your Facebook lead forms... Facebook lead ads have a reputation for generating low-quality leads. There's a reason for that! It's largely because the forms are so easy to complete. You can do something about that. 1. Don't use the More Volume form type.…
It's time for a rant about Meta Verified... I'm starting to see this promo on my Instagram profile, nudging me to get Meta Verified. And I can't help but be a little ticked off about it. First, there's the matter of governmental ID. If you were previously verified on Facebook,…
In the latest Pubcast, Luke and I recapped the latest in AI... 1:40 OpenAI, Google, and Bing AI Announcements 3:30 GPT4 Demo 8:31 Website Prototyping, Apps integrating with GPT (example: Be My Eyes) 15:54 OpenAI going closed source, visual element of GPT 22:20 Competition to be first, how everything is…
Meta announces Local Inventory Ads... Sorta. I was intrigued by the mention of a couple of new ads products in testing in this announcement from March 27: https://www.facebook.com/business/news/driving-performance-for-retail-and-ecommerce-advertisers Local Inventory Ads, in particular, got my attention. Here's the description: "Local inventory ads enable businesses to dynamically target users near their…
I've been experimenting with a way to set up the Conversions API that has a lot of potential. I use Cloudflare to handle caching of my website. Within that tool is something called Zaraz that allows you to set up Meta's Conversions API. What got my attention is the triggers.…
Here's a tip to help you keep the eye level right in your videos. This is one of those things that I've seen shared lots of times by videographers. It's not original, but it's my contribution. Videographers say that it's important to keep your eye level consistent so that a…
You do not need to maintain eye contact throughout your videos. It took me a while to figure this out, but I'm glad I did. It's a lot like having a conversation. Eye contact is good. But what you don't want is someone who locks in on you and never…
I took Google Bard for a spin, and it isn't great. It made up stuff and it simply wasn't helpful. Sure, it was nice that it recommended me as someone who can help you learn about Facebook ads. But after that, it was all downhill. It made up the name…
Is Meta not spending all of your ads budget? There are four potential reasons why... 1. Your audience is too small. Broaden it or turn on one of the expansion tools (or go completely broad). 2. You're using Campaign Budget Optimization and use an ad set spending limit. I wouldn't…
This is the secret to success for content creators. It does not matter what type of content we're talking about. It could be a blog, videos, a podcast, or your social media account. The one thing that separates those who make it from those who don't is super simple. Stubborn…
Do you have this problem with Facebook Reels and Video View Audiences, too? I publish a lot of Facebook and Instagram Reels. I do some remarketing to those who watch 95% of my Reels because I've found those people to be very engaged. But I'm running into this issue lately.…
This is how I grew to 10,000 followers in under six months on TikTok. First, let's be clear: The number of followers isn't everything. It truly does matter (let's not lie to ourselves), but the overall quality of the audience and level of engagement are most important. Here's what I…
These are the 9 custom events that fire on my website. 1. 1 Minute Time on Page 2. 2 Minutes Time on Page 3. Scroll Depth 50% 4. 1 Minute AN D 50% Scroll 5. 2 Minutes AND 50% Scroll 6. Podcast Play (starting my embedded audio player) 7. Shared…
I have access to TikTok Playlists now, and they're super helpful. This allows you to showcase multiple playlists on your profile so that people can view your videos by category (or whatever you want). This can make it way easier for visitors to find what they're looking for. It's also…
If you're going to optimize for a light-touch conversion with Facebook ads, do this... The default Attribution Setting is 7-day click and 1-day view. This means that the algorithm will show your ad to people most likely to convert within 7 days of clicking or 1 day of viewing your…
Let's not get lost in the algorithms. They change. And we don't want to chase what we think an algorithm favors. You'll drive yourself crazy. All of my videos are under 60 seconds long. Here's why... First, I repurpose my videos to multiple platforms. Until recently, the time limit on…
Waiting for 10 thousand followers on TikTok and debating how much it even matters... It doesn't mean anything, and it sort of means something. It's arbitrary, but it's cool. No, you can't cash in those followers. But it's a sign, hopefully, of being on the right track.
How often should you publish a new video on TikTok and Reels? This is one of those things that creators constantly debate. Everyone's looking for that sweet spot that will help them go viral, reach the most people, and build their audience. I've heard some people suggest that three to…
Before taking on a low-budget client, you must have a common understanding of goals and expectations. While there are exceptions, your priority will often be something other than sales. It's simply not realistic to focus entirely on sales -- effectively -- with a limited budget. Your primary goal should be…
"Adversity is my unfair advantage." This is a quote I heard from Blake Leeper, who is a Paralympian who was born without legs. I cannot get the quote out of my head. A man who was born without legs sees that as an advantage. It was that adversity -- those…
Here's a way to repurpose your video content to improve your workflow and save time. Once I added Pinterest to my routine, the list of publishing destinations for my short-form videos has reach six platforms. That can be... a lot. When I started in October, it was only TikTok. Then…