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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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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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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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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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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If you have multiple ad sets that attempt to enter the same auction, the algorithm will choose the ad with the highest total value. This is Auction Overlap. The other ads won’t be considered. This is most likely to happen if you have multiple ad sets targeting the same people. Auction Overlap is meant to... Read more »
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This is a collection of 27 total cornerstone Meta advertising guides on 16 critical topics. You can't read this in one sitting. Bookmark it!
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You could create one ad set that targets all potential customers. Meta will help get you the most optimized actions within your budget. But instead, you create several ad sets that segment your audience. It could be different ad sets by age group, gender, or detailed targeting. This fragmentation of your audience makes optimization less... Read more »
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This would be awesome… You may have heard that Meta started rolling out the Engaged Customers audience segment for Advantage+ Shopping Campaigns. These are people who have engaged with your business but haven’t yet purchased. This means that advertisers can now define both their Existing Customers and Engaged Customers. This allows us to do a... Read more »
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PHC