An underrated advertising skill is the ability to name your assets. Here’s how to name your campaigns, ad sets, and ads... It’s so simple, yet so many fail at it. Your naming convention needs to be easy for you to understand so that you immediately know what’s happening within that…
Learn from my mistakes! Do not obsess over surface-level metrics... Back in 2011 I had just launched my website and was trying to find my footing. I wrote a post about Facebook hoaxes that exploded. My first taste of big traffic. My reaction was to write another post about Facebook…
Should you target all countries when optimizing for a purchase? Don’t scream at me, I’m mainly challenging our assumptions here. The more I’ve asked myself this question, the more I want to experiment with it. It’s generally advised you don’t target all countries when optimizing for leads or any type…
Today marks my 181st day in a row publishing a video. Not technically halfway, but six months down toward my goal. Truthfully, this has been my most difficult time. It’s not because I’m burned out or losing inspiration. I was worried about running out of things to talk about, but…
Should you use Tailored Leads campaigns? Meta’s been testing Tailored Leads since at least last November. The rollout has been slow, but you may have it now. Is there anything special about Tailored Leads compared to manual campaigns? The process looks a lot like Advantage+ Shopping Campaigns. But unlike Advantage+…
Here’s how to distribute your budget by country, for global brands when optimizing for leads... First, collect information about where your paying customers live. I did this by running a report in Infusionsoft/Keap. Ultimately, it doesn’t matter whether you get leads or traffic from a country. If people in a…
What is this?? I stumbled on this little alert by the Attribution Setting in an ad set: "Engaged-View attribution offers a new way to measure the effectiveness of your video ads.” When I clicked to edit the Attribution Setting, nothing was there for "Engaged-View." So, I have the alert, but…
Here’s how to determine your Facebook ads budget... Start with your expected Cost Per Action. This is for your Performance Goal that is used for optimization. Multiply that by 50. This total is your minimum target weekly budget. Why 50? You typically need to get at least 50 goal actions…
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…