If you’re looking to reach a cold audience of people who are likely to act on your Meta ads, a good place to start is with a lookalike audience. Sure, you could experiment with interests and behaviors, but that’s always a bit of a guess. The nice thing about lookalike audiences is that they are modeled after people who may …
Lookalike Audiences in Meta Ads: A Complete Guide Read More »
If you’re an advanced Meta advertiser, you understand the value of the Compare Attribution Settings feature. Unfortunately, not nearly enough advertisers know that this exists or how best to leverage it. Let’s fix that. In this post, you’ll learn: What attribution is Why Compare Attribution Settings is valuable How to access the feature Specific ways to take …
Compare Attribution Settings: Get the Most of Conversion Data Read More »
Meta first announced Special Ad Categories in 2019. This was largely the result of legal and legislative pressures on Meta related to the types of advertising that were allowed on the platform. When you create a campaign, you are required to specify if you are running an ad to promote a Special Ad Category. Categories include: Credit Employment Housing …
Meta first introduced Advantage+ Audience when it announced AI-powered ad tools in May of 2023. It will sound eerily similar to the other Advantage audience expansion products. There are some important differences. Let’s take a detailed look at what Advantage+ Audience is, how it works, how to set it up, and my expectations for the future of Meta ads targeting. …
Advantage+ Audience: How It Works in Ads Manager Read More »
Meta advertisers have long asked for the ability to promote Facebook groups with ads. For whatever reason, that ability has never existed. Instead, advertisers found workarounds to accomplish the same thing. That is changing. Meta is rolling out built-in solutions for promoting Facebook groups within Ads Manager. Here’s an overview of how it works… Create …
Promote Facebook Groups with Ads in FB Ads Manager Read More »
The Meta ads algorithm is powerful. It learns, tweaks, and optimizes in real-time to get you the most results as efficiently as possible. But it’s critical that you understand how Meta ads optimization for delivery works. If you go into this blindly, you will be misled by results. You will get results that seem too good to …
Meta ads placements have been a moving target over the years. What the placements are and when you should use them are constantly evolving. How we approached placements five years ago is not the same as how we should approach them now. In this post, we’ll cover the following: What the current Meta ads placements …
