Managing Meta Ads has been a pivotal aspect of my business for several years. Given the diverse objectives that can be attained using Meta Ads, needs arise that require the help of tools. There are several special-purpose (including single-purpose) tools that are...
The billionaire media mogul Ted Turner has a simple formula for success: “Early to bed, early to rise, work like hell, and advertise.” For some people, the advertising part is the most difficult since its outcome is uncertain. I talk to people all the time...
Learning your way around the various tools and user interfaces involved in Meta for business is daunting! Even pros who use them on a daily basis get thrown and confused sometimes. Why? Because there are so many different services that overlap, intersect, and...
After many years of fostering a wild frontier of advertising opportunities, Google is implementing a system to rein in, control, and regulate it more. Its new verification policy requires that advertisers submit information about themselves and their businesses, such...
So, you have a Google Business Profile (GBP), which means that your business location is in Google’s local business directory. By definition, this also means that your business is in the Google Maps system. Keep in mind that the address/ location is the main...
It’s now been a couple of decades since Google Ads (formerly known as Google AdWords) changed the world of advertising forever. It was the first self-serve ad platform that actually worked — meaning that it kept all parties involved wanting more (the ad...
Google Tag Manager (GTM) has been around for a long time, and I’ve been using it for most of that time. Just not very extensively. I’ve known that it has tremendous capabilities beyond how I’ve been using it, but only recently did I decide to explore...
UTM Parameters UTM parameters are an age-old method of tracking web activity based on link clicks, and they are still very useful today. In fact, they can help compensate for tracking data that is now missing due to PETs (Privacy Enhancing Technologies). They work by...
When advertising through Google Ads, it helps to get as much data as possible about the results that are generated. And although it’s an evolving and imperfect science, there are several tools and mechanisms that can give you useful data. For starters, you can...
If you like reading, you might be interested in seeing some of my favorite books from recent years. Some of them were enlightening and inspirational. Some were funny and fascinating. As you’ll see, I’m not a big reader of fiction. When I read for fun, it’s almost...
Facebook (whose parent company is now Meta) can be very confusing and frustrating to use. It changes often, tends to be buggy, and has an overwhelming number of features that intersect. Even people whose job it is to master (like me) have regular headaches with it. On...
Jon Loomer is one of the top social media and Facebook ads experts in the world, and I was thrilled to have the chance to interview him last week. There are so many lessons I’ve learned from his teachings and his example over the years. I wanted this interview...
If you’re advertising through Google ads, it’s important to have control over who will see the ads, where they’ll see them, and in what context they’ll see them. Google offers an interesting array of options for ad targeting. However, not all...
The field of web analytics is almost as old as the World Wide Web itself (which was invented in 1989 by Tim Berners Lee). The point of web analytics is to give data about activity that happens on a website, such as which web pages are seen, in which order(s) are they...
Google Ads offers a wide array of features and options to help optimize your campaigns for the best results. One of those features is called bid adjustments. With bid adjustments, you tell the system to alter your bids in the auction based on specified conditions. For...
The History For over a decade, Google Ads (formerly Google AdWords) allowed advertisers to create ads based on the wording of their choice. The basic components of an ad were: the headline, description, and URL. For the purpose of optimization, Google always...
To excel as an online ad specialist (which has been my goal for years), it’s crucial to understand how results get tracked and measured. The world of online tracking is a complicated one that can never be completely mastered. But in 2021, I decided to up my game...
Meta/Facebook Ads has traditionally employed automated bidding that attempts to deliver a specified result in an efficient way, such as link clicks, video views, lead form submissions, Messenger conversations, website sales, and others. This is generally still the...
Where do people see Google ads? Most people know that ads appear in Google search results, but Google has several other major outlets and networks where ads can be served. And although Google Ads may not be the only advertising platform around (there’s Microsoft...
When you begin creating an ad campaign with Meta Ads Manager, the first choice you need to make is the campaign objective. This is so that you can achieve the results you want for your business. For example, do you want to drive traffic to your website, or do you want...
