Meta has several standard pixel events that you can use to track typical events that happen on websites. But, you can also track custom events. Custom events are for when standard events aren't good enough. I have several custom events that fire on my website. Most of my custom events…
Years ago, Facebook advertisers had to follow a 20-percent text in images rule. A grid tool was used to determine whether the image would pass. Ads would get rejected due to too much text. After that, Facebook moved to a sliding scale. You could still generally get your ad shown,…
For all my fellow introverts out there trying to survive in a look-at-me marketing world, this is for you. It was easy to be an introverted marketer initially. But, the more everything evolves towards video and connection, the more we need to evolve. Here's a closer look at my struggle.
Have you ever used Reach optimization for your Meta advertising? There are some specific situations when you should consider it. Reach optimization isn't magical. It won't give you great results when targeting a cold audience (unless you only want awareness). It can be most useful for the warmest of audiences.…
Do you understand how Meta gives credit to ads for conversions in Ads Manager? This is "attribution." Attribution is often misunderstood. It's not just the direct click that gets the credit. And only one ad will get credit for a single conversion. Of course, how this is determined has changed…
The Learning Phase is the period of time when your results will be least stable. It's how Meta learns about how best to optimize the distribution of your ads. See this post for additional details: https://www.jonloomer.com/facebook-ads-learning-phase/
Should you trust Facebook and use automatic placements? Or should you pick your placements manually? If you pick your placements manually, which placements should you choose and why? In this video, I break down the things you should think about and ways you can find your answers. Learn more here:…
Auction Overlap is what happens when you have multiple ads that attempt to enter the same auction. How is it controlled? What can you do about it? I cover it in this video. Read more here: https://www.jonloomer.com/facebook-auction-overlap/
You need to vet your next client. Do not take just anyone. You need clients who set you up for success. Does the potential client have a built-in audience for targeting? What about the things that you can't control, like industry, brand reputation, product quality, and competition? Do they make…
Facebook advertisers worry too much about things that are outside of their control. They don't understand how these things provide restrictions and benchmarks. You can't control the product, industry, competition, client website, audience you inherit, and so much more -- or you control very little of it. These things will…
One of the first things a Facebook advertiser needs to do is know the rules and do everything they can to follow them. Ad rejection or, even worse, ad account bans result in delay and frustration. Additionally, you are more likely to get the benefit of the doubt if you…
One of my least favorite questions starts with "Should I...?" Should you target a big audience or a small one? Should you use lookalike audiences? Should you optimize for conversions or traffic? First of all, the answers to these questions aren't universal. Second, there's really only one way to know…
Conversions API may not solve for data loss from iOS opt-outs, but it's still important. If you use the Conversions API for web events in addition to the pixel, you're more likely to get a complete -- or close to complete -- picture of traffic conversions. This impacts optimization, attribution,…
I use Google Tag Manager to manage my Facebook (or Meta) pixel, and there are several reasons why. It's easy to add the base pixel code and add the standard events. It also works well with the Conversions API Gateway. But, most importantly, I find the built-in trigger types extremely…
What Facebook ad metrics do you care about? You should keep it relatively simple. I have a saved setup in Ads Manager that applies to any campaign, regardless of optimization. This allows me to easily track the things that I care about most. I call my saved columns "The Good…
Website custom audiences are shrinking due to iOS opt-outs. But, Facebook could replace these audiences so easily. There are limitless audiences that Facebook could create today that would help advertisers. The key: These audiences wouldn't be impacted in any way by iOS opt-outs. Read more here: https://www.jonloomer.com/audience-targeting-options-facebook-needs-in-the-age-of-less-tracking/
I know that advertisers like clear, universal advice when it comes to Facebook ads. But, the truth is that so many factors contribute to how you should do something, the strategies you should use, and whether the results you're getting are good enough. In so many cases, the best answer…
If you optimize for clicks or landing page views, Facebook's bound to send you low-quality traffic. But, there's actually a way to optimize for, track, and target high-quality traffic. Read more here: https://www.jonloomer.com/target-quality-website-visitors-with-facebook-ads/
I get it. Sometimes you get your ads rejected. Sometimes you get an account shut down by mistake. This message isn't about you. Make an attempt to do things ethically -- the right way -- and you'll have a much better chance at long-term success. To listen to more episodes…
Just because the objective of your campaign was traffic or engagement or leads doesn't eliminate the possibility of a more significant conversion. Make sure to do this... Listen to more episodes and subscribe to the Pubcast here: https://pubcast.jonloomer.com
The temptation may be to spend all of your ads budget on driving sales. And for ecomm businesses, that may be logical. But, for many of the rest of us, you should consider a tiered approach. This is how I use the Facebook ads funnel. Listen to other episodes and…
Facebook ads optimization can be incredibly powerful. It can also work in the opposite direction if you're not careful. For more on this, read my post here: https://www.jonloomer.com/facebook-ads-optimization-problems/
It really makes no sense why Facebook can't find a way to highlight organic conversions that come either from an ad (Ads Manager ignores them) or organic post. It would benefit both the marketer and Facebook if Facebook is able to highlight that these conversions are happening. Read more here:…
One of the most annoying things that Facebook/Meta has done to advertisers during the past year is remove the "Compare Windows" feature, which allowed you to compare the number of conversions that came in by attribution window. Previously, you could see how many conversions came in as a result of…