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...
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...
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...
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...
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...
Targeting is one of the most significant aspects of Meta/Facebook advertising. It’s wonderful if you have an effective ad creative that garners attention and promotes your business, but it can’t be expected to perform well if the wrong people are seeing...
In Meta Ads Manager, the ad level is where you put together the various elements of the ad itself. While creating an ad, you’ll be able to see a preview of how it will look. You can see the different ways it might look depending on where it’s placed (such...
When running ads through Meta Ads Manager, where do your ads appear to the public? The answer is that there are several possible platforms and placements. As the advertiser, you can choose the platforms and placements that you think will be most beneficial. The ad set...
Overview Ads Manager is Meta’s full-featured interface for creating and managing ads over the various platforms Meta owns, as well as a network of partner apps called Audience Network. Ads Manager is designed to give advertisers control over many different...
Meta Ads offers a way for businesses to advertise over the massively popular platforms owned by Meta, including Facebook, Instagram, and Messenger. Venturing into the world of Meta advertising can be daunting because there are many confusing aspects of it. Like Google...
As I mentioned in the article The Three Types of Audiences in Facebook Advertising, the most significant power of Meta/Facebook ads comes from the ability to use custom audiences. Custom audiences are audiences for ad targeting that have had some type of engagement...
Meta Business Suite is a new user interface for managing aspects of your business on the various platforms owned by Meta, such as Facebook, Instagram, Messenger, and WhatsApp. Through Business Suite, you can manage your Inbox and messaging for all platforms, view...
If you’ve used Facebook for business in the past, no doubt you’ve realized how confusing it can be. There are so many different tools for so many different things. It’s challenging even for marketing professionals to keep up with. But if you’re...
In the history of online advertising, it’s been customary for ad clicks to direct people to websites (or “landing pages”). With the Instant Experience, Facebook offers an alternative, or perhaps a substitute, as the ad destination. When you create an...
Facebook (a.k.a. “Meta”) recently announced a restructuring in the area of campaign objectives. The list of options will be cut down from eleven to six. That doesn’t mean that you won’t be able to run campaigns for the objectives that have been...
Facebook has been making a lot of changes lately. They changed the name of their company to “Meta”. (This is now the parent company for platforms such as Facebook, Instagram, and WhatsApp.) They announced a new company mission: “To transition from being a social media...
To get the most out of your Facebook Business Page, it helps to know what the different setting options are and where they are located. This video explains. Join my “Learning Club” email list to be informed of upcoming free webinars, important marketing...
This video gives a tour of the settings options in your personal Facebook account, a.k.a. your “profile”. Here you can see ways to make your account more secure, increase your level of privacy, decide your preferences related to messaging, and much more....
When it comes to running ads on Facebook, there are three types of audiences you can target. They are: Core Audiences Custom Audiences Lookalike Audiences Without any question, the greatest power of Facebook ads comes from the ability to use custom audiences. The...
