The problems we’re seeing today with Meta ads optimization for top-of-funnel actions aren’t new. They’re hilariously old… A Tale from 2012 I first wrote a blog post in 2012 (note a typo!) called “How New Facebook Ads Could Be Letting in Spam” with eerily similar themes. Back then, I spotted a problem that was associated... Read more »
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Should you use detailed targeting or lookalike audiences? Or should you go completely broad? If you’re optimizing for any type of conversion, don’t overthink this. It shouldn’t be that complicated. Let’s discuss… Your Options If Advantage+ Audience is on, these targeting options are suggestions. Based on my tests, Meta may completely ignore them to get... Read more »
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A guide to auditing Meta ads covering ad volume, rotation, format, copy, creative, and website destinations for improved performance...
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If you run lead ads, either using Instant Forms or sending people to your website, you may be experiencing low-quality leads. Why? There’s one potential explanation. Do this… Breakdown by Age Click the Breakdown dropdown menu and select Age. This will generate separate rows for each age group. Where was most of your budget spent?... Read more »
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Running ads optimized for the top-of-the-funnel has its risks, and one is highlighted in this video. If you’re running video ads that are optimized for ThruPlay views, do this… Breakdown by Placement In my example, I had a video that generated 665 ThruPlay views and 526 people reached. That’s right, more ThruPlay views than people... Read more »
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Now, I wouldn’t generally recommend Traffic campaigns in the first place. But I understand that advertisers still use them. If you’re running Traffic campaigns, do this… Breakdown by Placement Click the Breakdown dropdown menu and select Placement. This will generate separate rows for each placement used. Where is the majority of your budget spent? In... Read more »
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This is your troubleshooting guide for handling inflated results in Meta Ads Manager while optimizing for sales, leads, or something else...
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Go to the Settings tab of your Events Manager, and you may see this under Conversions API… There are now two options: Conversions API Gateway, which has been around for a few years Signals Gateway So… What is Signals Gateway? What is It? This is how Meta defines it: Build data pipelines, send data to... Read more »
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Is this off for you, too? When you go to Advertising Settings, take a look at the Advantage+ Creative section. This is where you can test new optimizations that aren’t found in the base Advantage+ Creative enhancements. I leave this on because I’m adventurous. But now it’s off and I can’t turn it back on.... Read more »
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