Performance goals define what it is you’re trying to accomplish in the ad set. This is what defines how Meta will optimize to deliver your ads and determines performance in your Results column. There are 21 performance goals in all, but I don’t use most of them. More accurately, I’ve used most of them at... Read more »
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The Maximize Conversions performance goal is versatile… When you select the Website conversion location and the performance goal to maximize number of conversions, how your ads get delivered is still yet to be determined. This is decided by the conversion event. Meta’s not trying to find just any conversions for you. Success is defined by... Read more »
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Look, there’s a time and place for split testing. But in some cases, it’s an unnecessary obsession that does not help you. You’re worried about which headline works best. The primary text. Whether the background color should be blue or orange. You’re running split tests in search of the perfect combination. And you’re spending $20... Read more »
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Do not make this mistake with Advantage+ Shopping Campaigns. I’ve seen this a few times, so I want to be sure that you’re not doing it, too… Existing Customers In your Ad Account Settings, you have the ability to define your Existing Customers. This impacts your Advantage+ Shopping Campaigns in two ways. First, it’s at... Read more »
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According to a report from Digiday, ads could be coming to Threads later this year. That’s the message from some unnamed ad execs who claim to be in the know. The report provides no details about what the timeline is exactly or the types of ads to expect, but an ad rollout this soon would... Read more »
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While Dynamic Creative was introduced in 2017, it's possible that this feature has never been more relevant. Here's how to approach using it.
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Get Cornerstone advertising tips delivered to your inbox… I’ve created something new to help start your week off right. I’ve long thought about how I could better organize and surface some of my more popular and important content. I have a collection of free guides and tutorials written about every Meta ads topic imaginable, but... Read more »
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This is why your numbers don’t line up… First, understand that your Ads Manager reporting and GA4 will never match up. There are so many reasons for this. Meta and Google measure conversions differently, and they also have access to different information. But there is one primary source of this that most advertisers miss. Discrepancies... Read more »
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I’m one step closer to getting Conversion Leads set up… Meta says that setup is 95% complete. I’ve completed configuring my sales funnel and now I’m in the Funnel Analysis stage. Meta says: Funnel analysis is in progress. We are validating your CRM data to confirm that leads are properly moving through your sales funnel.... Read more »
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