It’s a question I’m asking myself because it’s obvious that we’re in a completely different stage of the product now. What’s different about now compared to a decade ago is that back then it was all about keeping up with what was new. It was all kind of primitive and confusing and exciting at the... Read more »
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Are some new placements coming? There are signs that they may be. How to Find Them When you filter by placements in the custom ad reports, a few grabbed my attention. The placements listed are a collection of current placements, old placements that are no longer available, and others that are either coming or in... Read more »
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This is a primary reason for ad rejections: Personal attributes. Here’s what you need to know… When This Matters Your ad cannot “assert or imply the personal attributes of the viewer of an ad, such as their race or age.” Here’s a list of prohibited personal attributes… Race Ethnicity Color National origin Religion Age Sex... Read more »
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I often talk about not overcomplicating your advertising. Do things like… Create fewer campaigns Consolidate ad sets Leverage algorithmic targeting Trust most of the automations When you embrace a simpler approach, you can avoid a lot of the manual busy work that you’ve always done because it’s rarely beneficial now. Meta advertising is simpler than... Read more »
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Meta ads targeting has changed. The impact you make based on the specific interests and lookalikes you select is less than it's ever been.
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It probably doesn’t matter… Those interests that you obsess over? Probably don’t matter. The lookalike audiences that you use, based on your customers or email list or followers? Don’t matter. Those extra ad sets that you create to test these audiences? They probably matter. They likely make your results worse. Your restrictions by age and... Read more »
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Advertisers who resist automation and optimization often take the completely opposite approach. Here are 10 ways you overcomplicate things and hurt results… The List 1. You use Traffic, Awareness, and Engagement campaigns. It’s not that these are never useful, but they often lead to low-quality results and don’t contribute the value that advertisers think. 2.... Read more »
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Things have changed… Advertisers love asking about how they can target their ideal audience. Should they use interests and behaviors? Which ones? Are lookalike audiences better? Should you use lookalikes based on your paying customers, email list, website visitors, or something else? How about custom audiences? Should we limit by age and gender? You’re Overthinking... Read more »
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Do you still use remarketing? There was a time when remarketing made up a huge part of my strategy. It wasn’t long ago. But, especially if you create separate remarketing and prospecting ad sets, I want you to do this… Campaign Setup Create two sales campaigns: Consists of two ad sets for remarketing and prospecting... Read more »
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PHC