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Engaged Customers Now Engaged Audience

A few weeks ago, Meta started rolling out the Engaged Customers Audience Segment for Advantage+ Shopping Campaigns. This gives advertisers more insight into their reporting. I finally have it, and Meta made a worthwhile change: It’s now called “Engaged Audience.” Many advertisers questioned the original name of this audience segment because the entire point was... Read more »

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How Meta Could Improve Campaign Construction Flow

Meta's campaign construction flow is unnecessary cluttered and complex. This is a proposal for how it could be simplified and improved.

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Is a Special Ad Category Required?

Are you not sure if what you’re promoting qualifies as a special ad category? If you run Meta ads that promote something in Credit, Employment, Housing, or Politics, you need to declare a special ad category. This helps you to avoid breaking certain rules and laws. But, sometimes there’s gray area regarding whether a special... Read more »

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Still Use Advantage Campaign Budget?

Should you still use Advantage Campaign Budget? The answer is complicated… What is Advantage Campaign Budget? In the standard campaign construction, budgets are set individually in the ad set. Advantage Campaign Budget allows you to set a campaign budget that applies to all ad sets within it. Your budget will be distributed optimally between ad... Read more »

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How to Pick Your Campaign Objective

First, it’s important to understand what the campaign objective actually does. Most advertisers confuse the objective for the primary factor that controls ad delivery. It’s not. Just because your campaign objective is Sales doesn’t mean that delivery will be optimized for sales. Your performance goal does that. You could pick a sales objective and set... Read more »

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A Guide to Custom Metrics in Meta Ads Manager

Custom metrics are a great way to create metrics that are unique to your performance measurement through the use of formulas. Here's how...

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How to Win the Meta Ad Auction

Most Meta advertisers know that an auction drives ad delivery, but do you know how this works? While a typical auction rewards the highest bidder, the Meta ad auction is slightly different. Bids still contribute, but Meta is also trying to show ads to users who are likely to perform your goal action. Relevance and... Read more »

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A Test of Lead Quality

I’m running a new test… About a month ago, I told you about a lead quality test I was running. It meant to compare results of three different optimization options. That test crashed and burned quickly because it was too complicated. I’ve made some tweaks and simplified it. Basis of This Test I want to... Read more »

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Special Ad Categories for ASC

Another update to Advantage+ Shopping Campaigns… When Advantage+ Shopping Campaigns were first introduced, Special Ad Categories did not qualify. If you were promoting something related to Credit, Employment, Housing, or Social Issues and Politics, you needed to go with a manual campaign. But that has changed. You can create an Advantage+ Shopping Campaign to promote... Read more »

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453. Split Test the Quality of Website Traffic Optimization Options

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