Videos

Video remarketing is mostly worthless. It's a common strategy to create a video ad funnel that promotes an initial video and then a second campaign that targets the people who watched it. While some video remarketing can be viable, this approach is rarely effective.

There was a time when remarketing was a huge part of my ad strategy. I did general remarketing to people who had any connection to me because this group of people was most likely to perform the action I wanted. I did micro remarketing to those who performed a very…

You may get a warning in Ads Manager that your ad set may get zero leads (or conversions or something else). If you're getting this message while using Advantage+ Audience with suggestions, you can ignore it and publish your ad set. There's no reason for this warning, and I have…

Unskippable "Ad Breaks" on Instagram? Some users are seeing an experience where they're forced to stop scrolling their Instagram feeds to watch a video ad. They can't keep scrolling until the video is complete. While unskippable video ads aren't new to Meta, I don't believe we've seen anything like this…

Audience Segments are now available for all Sales campaigns (Advantage+ Shopping AND MANUAL) to provide deeper insights into your reporting. Maybe we'll see this for other objectives soon, too!

Sometimes the reason you're not getting good results can be traced to your CPM, rather than an issue with your ads or offer. Here's an example of a situation where the conversion rate was better than a similar successful campaign, but CPM was three times higher. Check out a blog…

Have you seen the "Preparing" status after publishing your campaign? Here's what it means when you see it...

You'll need special access to use them, but bid multipliers allow you to bid differently based on various audience segments. Here's how it works...

While some factors are outside of your control, here are six ways that you can drive up your CPM: 1. Using original audiences instead of Advantage+ Audience. 2. Restricting your audience by age or gender. 3. Limiting geography by state or region. 4. Manually editing placements. 5. Having a low…

Why would you use a lookalike audience as an audience suggestion when using Advantage+ Audience? Why not just use the source audience instead?

Which CTA button should you use? If you don't want to mess with an A/B test, you can use Dynamic Creative to test out different button options. Here are the details...

Are you sure you need all of those campaigns? It's a common strategy for advertisers to create at least one campaign for every stage of the funnel -- and in some cases, multiple campaigns for each stage. While big-budget advertisers can throw money at the top of the funnel, this…

Some advertisers are reporting seeing a new learning phase that requires 10 optimized events within three days. The learning phase has otherwise been 50 optimized events in seven days. If this is an official change, it could have a positive impact on advertisers, particularly those with smaller budgets.

Scale high-performing ad sets without restarting the learning phase? This could be extremely helpful.

Meta is deprecating Sponsored Messages from the Marketing API. Does that mean we should expect this long-time feature to disappear from Ads Manager, too? It wouldn't be a surprise.

The Offline Conversions API will be deprecated, but you have more time to prepare than previously thought. Instead of going away in Q3 of 2024, you now have until May of 2025. Offline events are still important, and you'll eventually need to transition to sending them using the main Conversions…

While there don't appear to be any inherent advantages to using one option over the other, you should consider how each works with your strategy. It's a personal preference. But there are some benefits to consider.

Back in January, Meta announced that Advantage Detailed Targeting would be turned on and locked when optimizing for link clicks or landing page views. This change mimics what we see when optimizing for conversions and using original audiences. While I have this in some ad accounts, I don't have it…

Meta is rolling out the Instagram Profile Reels placement. Ads in this placement can be found when you go to a user's Instagram profile and click to view a Reel. When you scroll through their Reels feed, ads may appear in between.

Meta is rolling out an update to Advantage+ Audiences which allows you to create and use Saved Audiences. Up until now, they were only available for original audiences.

Should you run ads on a schedule? This feature has been around since 2014 (!!), but it remains relevant today. The advice hasn't changed. Don't use this feature in an attempt to game the system. Use it because of specific reasons you can't run ads on certain days or at…

This is one of those Advantage+ Creative enhancements to watch out for. Meta will automatically show a version of your ad that highlights products in your catalog. Even if you want this, you may want to change the products that are featured. Catch it before your clients do.

Here's an example of the benefit of sending offline events. I've been sending offline events related to CRM activity for the past month. Whenever a new lead from an instant form has clicked on a second link in my emails, an offline event is sent. This then allows me to…

Do you have the new AI image generation updates for ads? Meta announced it last week, and it's rolling out. I now have it, so here are some specific examples of generating backgrounds and new images inspired by the original.