There’s another update to site links… Site links allow you to highlight three or more extra links below your ad creative. You can define these manually, but Meta will also scan the URL you provide and source site links for you. The Problem and the Change The problem with this in the past was that... Read more »
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Help me undestand… You created three ad sets, each one targeting a different group of interests and behaviors. Your performance goal is to optimize for conversions. Why are you doing it this way? The Problem When optimizing for conversions, Advantage Detailed Targeting is automatically on. The interests and behaviors are just a starting point. The... Read more »
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“They would’ve bought it anyway.” I’m hearing this phrase a lot lately, and I’m confused by it. Let’s discuss… Why Advertisers Say It Advertisers say this when they realize a decent chunk of algorithmic targeting is dedicated to remarketing. The idea is that Meta is padding numbers by including results that would’ve happened without your... Read more »
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Expand ad images with AI. Here’s how to join the test… Where to Find It Go to your Advertising Settings. Then click the box for Advantage+ Creative. If you’re one of the lucky ones, you have a section for Test New AI Generation Features. If you opt in, fewer than five% of ad impressions will... Read more »
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The problem of reaching current customers when you explicitly exclude them is a common one. Let’s explore what may be happening… Excluded Customers Maybe you used an Existing Customer Budget Cap with Advantage+ Shopping. You set it at 10%, and your back-end data says it’s closer to 25%. You also could have set it at... Read more »
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Are you using an existing customers exclusion and still reaching customers? Before you put on that tinfoil hat, consider these explanations.
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Some advertisers have the option of joining a test to use AI generation to expand videos. Here’s how to find it and what you need to know… Where to Find It Go to Advertising Settings. Click the box for Advantage+ Creative. Some people have a section for Test New AI Generation Features. It reads: If... Read more »
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The 2-step funnel is a popular Meta ads strategy, but it has several inherent problems. Let’s discuss… How it Works The 2-step funnel works like this… You run two campaigns: Campaign 1 is optimized for link clicks or landing page views Campaign 2 targets those people to sell your product It’s “two steps” because the... Read more »
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The Messaging Events API is going away. What does it mean? What should you do? Let’s investigate… The Announcement In Meta’s latest Graph and Marketing API announcement, there was the following under deprecations. You can find the announcement here. In it, Meta says that the Messaging Events API will be deprecated in September 2025. If... Read more »
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