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5 Most Common Attribution Mistakes Advertisers Make
Attribution may be the single most important element of advertising. It not only helps advertisers see what works and what doesn’t by assigning conversion credit to ads, but it impacts optimization and...
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Are Ads Manager Results Too Good to Be True?
It’s a common problem. As Meta advertisers, we’re constantly on a quest for good results. But there’s a situation we’ve all encountered that will make any great advertiser uneasy. The results are good....
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6 Targeting Mistakes Advertisers Make
Meta advertising has changed rapidly the past few years, and that leads to several common targeting mistakes. These errors are largely due to a combination of ignorance and stubbornness. I admit that I...
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Not Everything Has Changed
The past several years of Facebook (and then Meta) advertising has been a whirlwind. Let’s be honest. Life in general has been a bit chaotic. I stumbled on something today that filled me with...
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Common Advertising Mistakes Related to Placement Selection
Some advertising mistakes are made due to inaction. Others are made as a result of overthinking and unnecessary tinkering. Both apply to mistakes related to placement selection. Today’s post continues...
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The Evolution of Who Sees Your Ads
While I was preparing my slides for Social Media Marketing World about the changes related to targeting and optimization over the years, it struck we why so many advertisers struggle with understanding...
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Advantage+ Audience Best Practices Guide
Meta launched Advantage+ Audience in August of 2023, but the vast majority of advertisers still struggle to leverage it properly. Most either resist it whenever possible or use it without knowing how...
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21 Performance Goals: A Guide to Meta Ads Optimization for Delivery
I contend that the most underrated action you take when creating a Meta ads campaign is selecting your performance goal. Too many advertisers take it for granted or simply don’t realize the impact it...
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Low-Quality Ad Content and Post-Click Experiences
Ad quality is an important factor in the Meta ad auction. It could be the difference when given the choice of two ads to show. While this is something to consider from an ad-to-ad basis, it’s also a...
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Meta is Forcing Expanded Audiences for Top of Funnel Optimization
Meta has begun to roll out an update to ad sets utilizing performance goals for link clicks and landing page views, which was originally announced in January. When using original audiences, Advantage...
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6 Ways to Fix Low-Quality Advertising Results
One of the most common complaints among Meta advertisers is regarding low-quality results. They get results that appear good on the surface. Scratch a bit, and they realize that they’re getting very...
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How to Sync Offline Events Using Conversions API
If your business logs important conversion events that happen offline and you run Meta advertising, you should send those offline events using the Conversions API. These offline events can be used for...
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8 Reasons Your Ads Aren’t Converting
If you’re a Meta advertiser, you’ve experienced this. You face the task of running ads that will drive more purchases or sign-ups, but they are utterly failing. Your ads aren’t converting at all, or...
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A Comprehensive Guide to Meta Ads Targeting: 20 Resources
There is no single aspect of Meta advertising that has been impacted more during the past year than targeting. The change has been dramatic. The problem is that advertisers aren’t so quick to move with...
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How to Get Results Using Special Ad Categories
Meta advertisers who promote special ad categories have a challenge. Among the restrictions they face, the biggest complaint is related to the lack of targeting control. But you still can get results...
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Get Started with Advantage+ Shopping Campaigns
When you create a sales campaign in Meta Ads Manager, the recommended setup is an Advantage+ Shopping Campaign. First rolled out in 2023, Advantage+ Shopping Campaigns streamline and simplify the steps...
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Opportunity Score in Meta Ads Manager
Meta is rolling out Opportunity Score, which represents how optimized your campaigns, ad sets, and ads are. Where can you find your Opportunity Score? What the heck is it? How is it calculated? And...
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A Guide to Automated Rules
Automated Rules allow you to save time and increase efficiency by automating changes to your campaigns, ad sets, and ads when specific conditions have been met. In this post, you’ll learn how to access...
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16 Cornerstone Meta Advertising Guides
My goal is to build the most thorough, comprehensive, and helpful resource for Meta advertisers. While I believe I’ve done that during the past 13 years, one problem is surfacing all of the most...
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A Guide to Custom Metrics in Meta Ads Manager
Meta Ads Manager and Ads Reporting provide access to countless standard metrics. But there are times when the metric you need isn’t available, and a custom metric can be created using a formula that...
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How Meta Could Improve Campaign Construction Flow
Today’s post is a bit on the experimental and hypothetical side. But it’s inspired by a very real problem that I see Meta advertisers make that can be fixed with a restructuring of the current campaign...
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4 Ways to Approach Creative Testing with Meta Advertising
Creative testing with Meta advertising is an inexact science. It seems every advertiser has their own approach. Some will swear it’s the “right way,” but the best option for you is more nuanced. It...
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A Guide to Dynamic Creative in Meta Ads Manager
Dynamic Creative was first rolled out in 2017. And yet, you can make an argument that it’s a feature that has never been more relevant. The landscape has changed. Best practices are evolving. While...
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Results: Testing Quality Leads from Instant Forms vs. Website
Should you use Instant Forms (often referred to as Facebook Lead Ads) or send people to a website form to build your email list? It’s a common question that I get from advertisers, and my answer has...
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Meta Ad Library: A Detailed Guide
The Meta Ad Library was introduced in 2019 (then the Facebook Ad Library) in response to pressure faced by the company over misuse of advertising to manipulate elections. Eventually, the library would...
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Advantage+ Audience vs. Original Audiences
The process of Meta ad targeting and audience selection has evolved significantly during the past few years. Advertisers have been pulled through audience expansion and into complete algorithmic...
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A Simplified Meta Ads Strategy for Optimal Results
It’s a common problem. Meta advertisers, in search of the perfect combination of advertising strategies, overcomplicate things and make it worse. Several factors contribute to this problem. First, we...
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Meta Ads Performance and the Impact of CPM
CPM (Cost Per 1,000 Impressions) may be the most impactful and frustratingly erratic metric when it comes to your Meta ads performance. How much it costs to reach people can override the greatness — or...
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5 Big Updates to Meta Sales Campaigns
There have been several recent changes to Meta Sales campaigns that could be hugely impactful, if not transformational. It only makes sense to dedicate a post to highlight them. In some cases, these...
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Leverage Audience Segments for Manual Sales Campaigns
Now that audience segments are available for manual Sales campaigns, it opens up all kinds of fun opportunities for testing and learning. That’s what this post is all about. If you’re not familiar with...
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A Guide to Flexible Ad Format
If you’ve used Dynamic Creative to dynamically create multiple versions of your ads, you understand the basic concept of Flexible Ad Format. They function very similarly, with some minor differences....
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How Meta’s Algorithmic Audience Targeting Impacts Ad Distribution: A Test
A long-running mystery in the era of algorithmic Meta ad delivery can finally be answered: How much do our targeting inputs matter? I’ve run a test that reveals how much Meta distributes ad delivery...
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First Conversion vs. All Conversions for Meta Ads Attribution
Meta is rolling out a uniquely useful update to ads attribution that will allow you to isolate the first conversion after an ad view or click. In this post, I’ll walk you through the following: Where...
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Does Targeting Still Matter?
There was a time when asking the question in today’s title would have been considered ridiculous. But, we can no longer ignore the trends. As much as we may want to fight it, targeting doesn’t matter...
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A Guide to Instant Forms
Instant forms allow advertisers to collect lead information via lead ads without sending people to an external website. In this post, we’ll cover every step of the instant form creation process. To...
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How to Test Meta Advertising Targeting Strategies
Are you still running Meta ads strategies that you used years ago? Do you ignore Meta’s best practices and recommendations because you swear that they don’t work? My view of ad strategies isn’t...
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Meta Ads Targeting and an Advertiser’s Role, Explained
I’ve been a Facebook-then-Meta advertiser since close to the beginning. This site exists (for 13 years strong now) because of my passion and deep understanding of how everything works. It’s been my...
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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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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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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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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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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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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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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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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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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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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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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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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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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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