You can run Facebook ads that target the people who viewed the most pages of your website. Technically, it's the people who fired the most PageView events. This event fires every time the pixel loads. That could be the same page or it could be multiple pages. When creating a…
Here's how to address location targeting with Facebook ads if you have a worldwide audience. In this case, you run into a dilemma: Do you target worldwide or focus only on a few "core" countries? If you go worldwide, the algorithm will start to favor the cheapest countries to reach.…
Here's a simple way to create a pixel event based on a button click. I use the Pixel Event Setup Tool for this. In this example, I'm creating an Initiate Checkout event when someone clicks on a button that opens a payment form. The reason for this is that the…
Coaching kids baseball and understanding progress in business are strangely similar. It's often difficult for a young player to understand that there are ups and downs in a season. They could be doing everything right but not see the results. Or they might be improving incrementally, but that improvement isn't…
The Pubcast is back! After a long hiatus, Jon invites John Robinson, his business manager and Backup CEO, back to the Pub with drinks in hand. Topics discussed: • Taking the Pubcast for granted • The importance of trying new things • How velocity contributes to learning • Why you…
You can set a minimum ROAS for your Facebook ads. First, make sure that you're running a conversions campaign and select your pixel and a conversion event that utilizes value. Second, you need to have Value turned on when configuring your web events within Aggregated Event Measurement. This takes up…
Here's how to create a powerful video funnel with Facebook ads. 1. Publish videos regularly to Facebook and Instagram. I'm publishing one or two Reels per day. 2. Create an audience of anyone who watched 95% of any of your videos during the past 7 days. You'll need to update…
I made some mistakes with my podcast that I regret. I took it for granted. It generated some pretty incredible download numbers, but I thought that was just because I had a player embedded on my website and I was getting insane traffic. My response? I removed the player. Silly.…
You may notice a new placement in Facebook Ads Manager: Instagram Profile Feed. I've read some overreactions to this placement, suggesting that users will get pretty upset about this. I just don't see it. It's not like you'll see ads whenever you go to an Instagram profile. First, you have…
Here's a simple little new feature in Ads Manager that can make your life easier. You can now pin one or more campaigns, ad sets, or ads to the top. If you manage a lot of campaigns and find that you care most about a few, this is really helpful.…
Getting started with short-form video is hard. I know. You have to have the right frame of mind heading in. You have to understand that it's a process. Otherwise, fear of imperfection or of creating bad videos will hold you back. Have the intention of creating good videos, but know…
View through conversions have value. But they only have value when there's context. When Facebook took away the Compare Attribution tool as a result of iOS 14 changes, we lost that context. You couldn't see how many of your conversions were view through. This was particularly important for remarketing. If…
Do you understand how view-through conversions work? In some cases, conversions that Facebook reports result from people who never clicked on your ad. There are a couple of primary times when this happens. First, someone sees your ad. They were interested in your product. They never clicked it. Later that…
This is a little thing related to location targeting that most advertisers miss. By default, you're targeting people living in OR recently in a certain area. The typical advertiser just assumes you're reaching people who live in that area. And when you start reaching people outside of the country you…
If you host a podcast, here's a simple tip to help improve your drop-off rate. Get to the damn point. I know. That's really simple. But so few podcasts do it. Don't open with an ad. Unless you have one of the most popular podcasts, you can't get away with…
I've written more than 1,000 blog posts, driving more than 30 Million page views. Here's what I've learned. I have a very simple process for blogging. It's not nearly the process that most people think it is. Your blog post should solve a problem or answer a customer question. That's…
