Tools I Use Along with Meta Ads

Tools I Use Along with Meta Ads

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...
Understanding Standard Events in Meta Ads

Understanding Standard Events in Meta Ads

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...
Navigating the Maze of Meta for Business

Navigating the Maze of Meta for Business

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...
How do Google Business Profiles Relate to Google Ads?

How do Google Business Profiles Relate to Google Ads?

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...
Using UTM Parameters to Track Link Clicks

Using UTM Parameters to Track Link Clicks

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...
Common Questions & Answers About Meta Marketing

Common Questions & Answers About Meta Marketing

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...
My Interview with Jon Loomer

My Interview with Jon Loomer

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...
Meta Ads Tracking with the Pixel and CAPI

Meta Ads Tracking with the Pixel and CAPI

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...
Optimization and Delivery Options in Meta Ads Manager

Optimization and Delivery Options in Meta Ads Manager

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...
Campaign Objective Options in Meta Ads Manager

Campaign Objective Options in Meta Ads Manager

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...
Ad Targeting in Meta Ads Manager

Ad Targeting in Meta Ads Manager

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...
Ad Creation in Meta Ads Manager

Ad Creation in Meta Ads Manager

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...
Platforms and Placements Where Meta Ads are Seen

Platforms and Placements Where Meta Ads are Seen

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...
Introduction to Meta Ads Manager

Introduction to Meta Ads Manager

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...
6 Meta Ads Principles and Concepts

6 Meta Ads Principles and Concepts

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...
The Thirteen Types of Meta Custom Audiences

The Thirteen Types of Meta Custom Audiences

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...
What is Meta Business Suite?

What is Meta Business Suite?

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...
What is the “Business Account” Structure in Facebook/Meta?

What is the “Business Account” Structure in Facebook/Meta?

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...
What is an “Instant Experience” in Facebook Ads?

What is an “Instant Experience” in Facebook Ads?

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 is Changing Ad Campaign Objectives

Facebook is Changing Ad Campaign Objectives

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...