A high CPM triggers an obvious instinct: fix it. There are two real ways to bring it down — switch to an easier optimization event, or broaden your targeting. Both work, in the narrow sense that they lower the number. Neither is automatically the right...
Most sale-event campaigns run on a flat budget from the day they launch until the event ends. A more deliberate structure treats the lead-up and the final push as two different jobs, and shifts the money on purpose as the event date gets closer. Phase one:...
Most retargeting either follows someone within days of a site visit, or reactivates around a sale event like 11.11. There's a third pattern that fits service businesses specifically: waiting a set period after someone becomes a lead or customer, then introducing a completely different service...
Standard Meta ads optimization has one job: get you as many conversions as possible. It doesn't know, or care, that one customer spent $20 and another spent $200 — a conversion is a conversion. Value Rules exist to fix that blind spot. They let you...
For an ongoing e-commerce campaign, optimizing for purchase is usually the right default — it's the action you actually care about, so it makes sense to have Meta optimize directly toward it. But for a short, date-specific sale event — an 11.11, a 12.12, a...
When your ad account gets suspended, renting a third-party "agency account" can look like the fastest way back into running ads. Pay a fee, get access, keep going. Based on working with a handful of clients who've gone this route, it's worth knowing what tends...
You can't delete a Facebook Page while it's set as your Business Manager's primary page. That's not a bug or a permissions issue — Business Manager is built to always have an active primary page, so the delete option simply isn't available while a page...
Most retargeting setups show the same message the entire window. Someone visits your site, and for the next week they see one static ad reminding them about the exact thing they looked at. That's not wrong, but it leaves value on the table if you...