Where did those conversions come from? If you’re running Meta ads that are optimized for a purchase, especially at a higher price point (but feel free to do this at lower prices, too), it’s VERY likely there are more conversions that can be attributed to your ads. Go to the…
Should you use ad set spend limits and minimums? If you turn on Advantage Campaign Budget (also known as CBO), some advertisers choose to use ad set spend limits or minimums. In some cases, the fear is that Meta will overspend or underspend on one ad set over another. But…
Should you turn on Campaign Budget Optimization? Yeah, I know Meta wants us to call it Advantage Campaign Budget, but we all know it as CBO. Most advertisers have been slow to embrace CBO, probably because it was initially forced on us. Remember when it was introduced and the plan…
Which attribution setting should you use? When you optimize for any type of conversion, the attribution setting is applied. This determines both how your ads are delivered and how conversions are reported. By default, the attribution setting is 7-day click and 1-day view. This means that your ads will be…
Should you turn on Advantage+ Creative to automatically adjust your Meta ads? I know most advertisers are resistant to the changes that Advantage+ Creative can provide, but let’s discuss it. After you’ve added your creative, you can get a preview of the types of changes that can be made to…
This is the amazing byproduct of having an AI chatbot. In order to make it as valuable as possible, you'll improve your website in the process... I’ve been testing a chatbot for the past few weeks. My goal is for it to be an extension of me and my content.…
There's no better motivation than desperation... More than 12 years ago, I was laid off for the second time in two years. I created a website and just started writing. I had no idea what I was doing or what I should do. But I knew that I had to…
Here's how Advantage expansion targeting works with Advantage Detailed Targeting, Advantage Lookalike, and Advantage Custom Audience. If you enter detailed targeting in your ad set, you may see this message... “Advantage Detailed Targeting: Reach people beyond your detailed targeting selections when it's likely to improve performance.” If you turn this…
Which Facebook ad gets credit for a conversion? There’s often confusion about how Meta handles conversion reporting when someone is served multiple ads prior to converting. Do all ads get credit? Do some ads get credit? This is often the claim, that Meta inflates conversion numbers in this way. But…
What are multi-advertiser ads? Let me show you... When creating an ad, you’ll see a checkbox for multi-advertiser ads. It says: “Enabling this may increase your ad’s exposure to people in a shopping mindset by allowing this ad to appear alongside ads from multiple businesses.” This applies only to Facebook…
Here's how I publish a video every day... I know it sounds difficult, but I’m telling you, it’s not. I know some people batch record once per week, but I don’t do this for a lot of reasons. Mainly it overwhelms me even thinking about it. Typically, I’m one day…
Beneficiary and Payer requirements are coming for all new, edited, and duplicated Meta ads targeting people in the European Union. If you target any countries in the EU, you will see a message in your ad set requiring additional information. This is due to regulatory requirements in the European Union…
How much should you spend on remarketing? People love round numbers and rules of thumb, so let’s start with one: Use the 80-20 rule. Dedicate 80% of your budget to prospecting and 20% to remarketing. But these things impact that approach… 1. Your budget. If you’re spending $10 per day,…
It finally happened, my Aggregated Event Measurement tab went away... Meta made it official nearly four weeks ago, but my Aggregated Event Measurement tab in Events Manager is finally gone. My Events Manager did get a new look in the meantime, but it took a while to get this update.…
Here's how the Attribution Setting works in Meta Ads Manager... The Attribution Setting is found within the ad set under your performance goal. By default, attribution is set at 7-day click and 1-day view. This means two things: 1. Meta will optimize to deliver to people most likely to convert…
The Columns dropdown menu received a big facelift in Meta Ads Manager. Here's how it works now... The Columns dropdown menu in Ads Manager is where you get access to column presets, the ability to customize columns, and the compare attribution feature. The old Columns dropdown menu was just one…
Should you use Advantage+ Placements or should you manually select the placements that work best? When you create your ad set, Advantage+ Placements is on by default. This makes all placements available for your ads. I know some advertisers will manually turn off placements to focus on those that perform…
Is detailed targeting with Meta advertising dead? We could be heading in that direction... The argument to abandon detailed targeting grows stronger by the day. Meta has removed far more interests and behaviors than they’ve added over the years. And studies have shown that interests are not only incomplete but…
You can pick which Delivery Recommendations Meta can automatically apply. But should you? Here's a walkthrough... If you toggle on "Automatically Apply Delivery Recommendations" in your Account Overview, you'll get the ability to turn this on for specific types of changes. Campaign Structure: This seems to apply to combining campaigns…
It looks like there's a bug related to publishing and scheduling Instagram Reels from Meta Business Suite that is impacting delivery and views. Here are two examples... I scheduled a video a couple of days ago through Meta Business Suite that has received only about 10 views. About four hours…
This is what worries me about AI-powered chatbots... When you create a chatbot, you provide the content to train it on. You can provide files, text, or website URLs. You can have it crawl the entire sitemap of a domain or submit links individually. The potential issue is that you…
You should republish underperforming videos. Here's an example... Recently, I published a video that did surprisingly little on TikTok and Instagram Reels. A normal video has a few hundred views within a few hours. This video had close to 0 views on both platforms. Around four hours later, I republished…
Why does it have to be this way? These two ad sets are part of a leads campaign promoting my Bot Beta Test. The first ad set was approved a couple of days ago. It's been running successfully with no issues. The second ad set is a duplication of the…
Should you automatically apply delivery recommendations? Let's dig in... You may have seen this message in your Account Overview: "Automatically Apply Delivery Recommendations." Meta's documentation says this about Delivery Recommendations: "Delivery recommendations are suggestions in Meta Ads Manager to help improve the performance of your active campaigns. They're based on…