This has nothing to do with whether or not you should run “traffic campaigns.” The objective itself provides no value… Examples of Objective Value Every other campaign objective has a performance goal that is unique. The only way to use it is to pick its related objective. Here are some examples… Awareness: Ad Recall Lift and Reach Engagement: Engagement with a Post, Reminders Set, Event Responses, and Page Likes Leads: Leads and Conversion Leads App Promotion: App Installs Sales: Value-Based Conversions Traffic Provides No Unique Value Traffic is known for link clicks, which is found wi ..read more

Are technical glitches in Meta’s ad delivery algorithm leading to higher costs? That’s the claim coming from an article from Bloomberg. The Complaints The article says that Meta “has been hammered by major performance issues, according to numerous marketers. The cost of running ad campaigns is up significantly, while results are mixed and ensuing sales are down.” One media buyer says CPM and CPC costs are up by a factor of two or three. Another says she saw a 20-40 percent drop in ROAS for a few accounts. Meta’s Response Here’s Meta’s response: Our ads system is working as expected for the v ..read more

How many ads should be in an ad set? There’s an official recommendation from Meta on this. A Help Center article titled “About Managing Ad Volume” says the following: Use 6 or fewer creatives per ad set. The delivery system favors ads with more delivery because conversion predictions are more accurate. Once you’ve added more than 6 ads, there is little marginal benefit. It goes on to say if you want to test text, use the multiple text optimization. And if you want to test creative, use Dynamic Creative. To be clear, this page has existed for several years, so there’s some reason to doubt ..read more

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 depends on the situation, what you care about, and what you’re trying to accomplish. In this post, we’ll cover four ways to approach creative testing: Create Multiple Ads in an Ad Set Use Text Variations Use Dynamic Creative Run an A/B Test By the end, we’ll discuss what I do and how to determine what’s best for you. 1. Create Multiple Ads in an Ad Set There’s nothing wrong with kicking it old sc ..read more

I’m happy to report that I’m finally making progress with my Conversion Leads CRM integration. For the past few years, I’ve attempted several times to get this set up, and I’ve been unsuccessful. It’s always felt like an unnecessarily complex process, and I could never get it to work. Progress But, I did a few things differently this time and I’m finally advancing through this process. Probably the most important step was that I received technical support from Meta. Progress of this setup is found within the Settings tab of Events Manager. There, I clicked a link for “Request support for conv ..read more

A few weeks ago, Meta started rolling out the Engaged Customers Audience Segment for Advantage+ Shopping Campaigns. This gives advertisers more insight into their reporting. I finally have it, and Meta made a worthwhile change: It’s now called “Engaged Audience.” Many advertisers questioned the original name of this audience segment because the entire point was that these people weren’t “customers” yet. The Engaged Audience label makes a whole lot more sense. How to Create Engaged Audience If you’re not familiar with it, you define these people by creating or selecting custom audiences in y ..read more

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 construction flow. Redesigning the campaign flow is nothing new for Meta. It happens every few years, and it’s necessary. Meta is in a continual state of change, adding and tweaking features. This means that the feature set is different today than when things were last reorganized. That creates clutter. And we have a whole lot of clutter. That clutter creates confusion. The last time Meta redes ..read more

Are you not sure if what you’re promoting qualifies as a special ad category? If you run Meta ads that promote something in Credit, Employment, Housing, or Politics, you need to declare a special ad category. This helps you to avoid breaking certain rules and laws. But, sometimes there’s gray area regarding whether a special ad category is needed. And if it’s not required, you’ll want to avoid it. But, how do you know for sure? Categorize Your Ads Meta is rolling out a new feature to help. You may see a button to Categorize Your Ads within the special ad category section of a campaign. When ..read more

Should you still use Advantage Campaign Budget? The answer is complicated… What is Advantage Campaign Budget? In the standard campaign construction, budgets are set individually in the ad set. Advantage Campaign Budget allows you to set a campaign budget that applies to all ad sets within it. Your budget will be distributed optimally between ad sets to get you the best possible results. Is It Still Relevant? But the question is whether the conditions for using this are still relevant. Advantage Campaign Budget (then Campaign Budget Optimization) was first made available before certain devel ..read more

First, it’s important to understand what the campaign objective actually does. Most advertisers confuse the objective for the primary factor that controls ad delivery. It’s not. Just because your campaign objective is Sales doesn’t mean that delivery will be optimized for sales. Your performance goal does that. You could pick a sales objective and set a performance goal of link clicks, landing page views, or something else. Your ads will be optimized to deliver to people most likely to perform those actions — not necessarily purchase. The objective doesn’t matter. What the Objective Does Th ..read more