I can’t wait to test this... If you don’t provide targeting suggestions with Advantage+ Audience, your audience will be built using AI based on pixel activity, conversion history, and ad engagement. I want to split test two ad sets: 1. One that uses Advantage+ Audience without targeting suggestions 2. One…
How is this any different? Advantage+ Audience and the other audience expansion tools seem very similar. In each case, it seems to start with a prioritized audience and then go broader. How is Advantage+ Audience different or better? First, the roles of age and gender. When you use Advantage audience…
Do you have Advantage+ Audience? If you have it, you’ll see Audience Controls and Advantage+ Audience in your ad set. You won’t see this for: - Special Ad Categories - Advantage+ Shopping Campaigns - Advantage+ App Campaigns If you don’t make any adjustments, Meta will find your audience based on…
There will always be an excuse... Whether you’re getting started with videos or taking some other important action, there will always be limitless reasons why YOU CAN'T. At first, your microphone isn’t good enough. Then you get a microphone, and there are too many noisy distractions. The air conditioning or…
Twelve years ago today, I launched jonloomer.com... I wasn’t planning to write about Facebook ads. I wasn’t expecting to start a business. What I did know was I didn’t have a job and I needed to do something. That website started as my online resume. I hoped it would help…
The divide is growing... It’s crazy how there’s such little middle ground with targeting now. The old-school advertisers refuse to abandon interest and lookalike targeting. They’ve determined going broad with targeting doesn’t work. The other group is on the complete opposite side. They're only using broad targeting now. They think…
I don’t read from a script because that would be super unnatural and uncomfortable... But I do write out a video script. When I first started, I just hit record and started talking. I had a general idea of what I’d talk about, but it wasn’t scripted. That led to…
There’s a new option for Instagram ads... In Ads Manager, create a campaign with the Traffic objective. In the ad set under conversion location, there is now an option for Instagram Profile. When you select it, the performance goal is set to "Maximize number of Instagram profile visits." No other…
Threads on desktop is here... One of the biggest complaints since the launch of Threads, has been the lack of a web or desktop version. Well, that has now been corrected. It’s a bit bare-bones, but you can now log in from the web. You can then view your feed,…
How do you find performance benchmarks? Check it out, Meta has a report for that... Go to your Ad Reports and then Personalized Insights. There you should see highlights of a benchmark report. This compares the results of one of your ad sets to your peers. Click "See Report." The…
Here’s how to test your website events... In Events Manager, go to your data sources and select your pixel. Then go to the Test Events tab. Click the Select Channel dropdown menu and select Website. In this video, we confirm that our website’s events are set up correctly. Just know…
Have you ever seen this error? This is for a lookalike audience found on the Audiences page. Under availability, it says “Audience Not Created.” Hover over the tooltip, and it says... “We couldn’t create your lookalike audience. This may be due to the size of your source. To create a…
Why is Advantage+ Creative on? You might not turn Advantage+ Creative on when you create the ad. But these standard enhancements may be happening anyway. Here’s why... Go to your Ad Account Settings within the Ads Manager menu. Near the bottom, you’ll see Advantage+ Creative. “Your Advantage+ Creative settings apply…
Stop overcomplicating this! Optimize for the action you want... When you set a performance goal of link clicks, landing page views, or engagement, you are likely throwing your money away. Advertisers who do this often make false assumptions. They assume that more traffic will equal more sales. They assume that…
Twelve years ago today, I was laid off... It was the second time I’d get that news in two and a half years. As the main breadwinner for a young family of five, I felt like an utter and complete failure. I didn’t know what to do next. There was…
What’s the ideal ad frequency? What frequency is too high? These questions don’t make sense... Are we talking about a frequency per week? Two weeks? Month? It matters. What placements are you using? Only news feed or all placements? Are we talking about ad set frequency or ad frequency? You…
This video shows how to create an A/B test, go to Experiments in your All Tools menu in Ads Manager. You can test campaign groups, campaigns, or ad sets. With campaign groups, you can group similar campaigns together to compare their performance to another group. In this video, I tested…
You can stop showing me this message now, Meta... This alert has appeared at the top of my Ads Manager for months: “Some interests, demographics, and behaviors are being discontinued on April 6th, 2023.” Every day, I click that X to remove it. Every day, it returns. I’ve even clicked…
How do you get sales with a low budget? It may be trendy to say that remarketing is dead and you should go broad all the time. But that may not be the right approach with a limited budget when you want sales. It’s challenging to optimize for a purchase…
You can set a default Beneficiary and Payer... New rules in the European Union require you to indicate who benefits and who is paying for your ad when targeting people in specific countries in Europe. This is done in the ad set. Meta has now provided a control within your…
What are you scared of? I often hear that advertisers refuse to let clients behind the curtain. They won’t use the client’s ad account because it would give them access to everything: How they set up each campaign and "the secret sauce." They’re afraid that the client could see how…
I cloned my voice to create this video... Maybe it didn't fool you, but this stuff is only getting better. I used Play H.T. with the high-fidelity cloning option. I uploaded 39 of my short-form videos to train it on. It took about an hour for the app to go…
Do we even need advertisers anymore? I’ve heard some advertisers joke that with the advancements in automation and machine learning, businesses may be able to run advertising on their own now. You don’t need to mess around with targeting anymore. Just go broad. You don’t need to pick the highest-performing…
Today (August 10) is a big day for Shops. Hang with me because Meta's page of dates is super confusing... The main thing to understand is that Meta is forcing businesses to enable Checkout with Facebook or Instagram. No more links out from your Shop to your website to complete…