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When to Break from Meta Advertising Defaults: A Guide
I recommend taking a simplified approach to Meta advertising. In today’s environment, advertisers can often make results worse by injecting themselves too often. But there are exceptions. Particularly...
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Advantage+ Sales, App, and Leads Campaigns are Coming
Meta announced a test of a new streamlined Advantage+ campaign creation for sales, app, and leads campaigns. There is a lot to digest about these pending changes, and there will surely be...
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Meta Ads Audit: Campaign Level
Whether it’s before or immediately after taking on a new Meta ads client, the audit is a critical step to help uncover what you’re getting yourself into. How are they set up? What’s right and what’s...
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How to Uncover the Truth Behind Conversion Results
One of my biggest pet peeves is when advertisers share amazing conversion results while omitting important context. This is typically done to impress current clients, prospective clients, or other...
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Meta Ads Audit: Account Level Considerations
When taking on or auditing a new client, it’s important to take inventory of what has been done so far. What are they doing right? What are they doing wrong? How are they set up? Before you get to...
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A Stable Marketing Strategy for Unstable Times
I started this website in 2011, and I cannot remember a more unstable time to be a marketer or run an online business. Consider the following… 1. Platform Instability. We haven’t seen anything like...
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Meta Ads Conversion Results: A Guide
Meta ads conversion results are central to the job of an advertiser. They are our guiding light for helping us understand whether something is or isn’t working. But conversion results can be...
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9 Ways Meta Can Improve Advertising in 2025
Meta made an insane number of changes to advertising in 2024, but there is plenty that could be enhanced. This post focuses on specific ways that Meta could further improve the ads product in 2025....
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6 Essential and Free Ways to Stay Ahead of Meta Advertising Trends
Meta advertising changes so quickly. An advertiser’s biggest fear is an inability to stay on top of the relevant changes so that they can continue using the most effective features and strategies. You...
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Restrictions on Customer List Custom Audiences
Meta will impose new restrictions on customer list custom audiences in 2025. Does this apply to you? What should you do? Let’s get to it… Whom Does This Apply To? These restrictions apply to...
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Uncovering the Reality of Meta Click Attribution
No matter how much experience you have as a Meta advertiser, expect to learn something new that surprises you to the point of questioning many of the things you once believed about them. Put Meta click...
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Recommended Aspect Ratios By Placement for Meta Ad Creative
It is highly likely that you are using ad creative that fall outside of Meta’s recommended aspect ratios. You would be forgiven if this is the case since Meta’s own process for uploading images and...
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3 Times You Should Prioritize Remarketing Over Meta’s Algorithmic Ad Targeting
There was a time when the majority of my ad budget was spent on remarketing in one form or another: Website visitors, email list, followers, post engagement, and more. I’ve abandoned much of this in...
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Meta Ads Targeting and Optimization’s Fatal Flaw
Complaints about Meta’s algorithmic targeting are mostly misguided. Meta’s ability to find the people who are most willing to perform your desired action is extremely effective. But there is a fatal...
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When Do Targeting Inputs Matter?
Today’s targeting is a combination of advertiser inputs and Meta’s algorithmic distribution, with the aim to get you as many of your desired actions as possible within your budget. But advertisers have...
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5 Meta Ads Tests that Transformed My Perspective on Targeting
To suggest that my perspective on Meta ads targeting has changed during the past year is an understatement. It’s completely transformed. This evolution wasn’t immediate and was reinforced through a...
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Test New AI Generation Features in Ads Manager
There are several AI-powered enhancements that are not currently part of the core Advantage+ Creative toolbox. You can opt-in to join a test of the new AI generation features. My assumption is that the...
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3 Holes in Existing Customers Exclusion for Meta Ads
Advertisers often complain about paying to reach people they believe should have been explicitly excluded using custom audiences. The assumption is that Meta has chosen to ignore exclusions. But, the...
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Location Expansion: Meta Advertising to Reach Travelers
In 2023, Meta made a big change to location targeting that had significant negative impact on some industries. An update may help, at least when creating advertising to reach travelers. Originally,...
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Test Results: Advantage+ Audience vs. Detailed Targeting and Lookalikes
We should always test our assumptions. We may think that something works, or maybe it worked at one time, but it’s important to verify that it remains the path forward. Testing our targeting strategies...
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