Should Retargeting Start Right Away, or After Prospecting Runs First?
Retargeting should launch at the same time as prospecting, from day one: not weeks later, once a top-of-funnel campaign has “had time to run.” Waiting to start retargeting…
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The Win-Back Campaign That Brings Past Customers Back to Buy
The warmest audience most ecommerce advertisers aren’t actively targeting is the one they already converted once. A dedicated win-back campaign: following past customers for up to 180 days,…
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The 3-Ad Retargeting Structure That Boosts Ecommerce ROAS
A single retargeting ad tells a recent visitor what they already know, the specific product they looked at. Running two or three retargeting ads at once, each covering…
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Why Excluding Website Visitors Isn’t Enough for Meta Ads
If your top-of-funnel exclusion setup only excludes website visitors, there’s a real gap: people can click, like, or comment on your ad without that action ever registering as…
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Why Ecommerce Top of Funnel Needs Two Different Ad Types
Most ecommerce advertisers pick one prospecting format and stick with it, either individual product ads or catalog-based category ads. Running both, in parallel, gives prospecting more surface area…
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The One Meta Ads Setting Shopee & Lazada Sellers Always Get Wrong
If you’re running Meta ads for a shop on Shopee, Lazada, or Tokopedia through CPAS (catalog ads synced from your marketplace shop), there’s one setting that quietly undermines…
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Meta Ads Frequency: What’s Good, and How to Control It
Healthy Meta ads frequency for prospecting and retargeting, why to read it on a 7-day view, and how to control it with exclusions and budget instead of a cap.
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Meta Ads Learning Phase and Learning Limited: When to Worry
What the Meta ads learning phase is, what resets it, what Learning Limited means, and when it is worth fixing versus leaving a profitable campaign to run.
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How Long Should Your Meta Ads Exclusion Window Be?
Excluding converted customers and leads from your prospecting campaigns is one of the most basic hygiene rules in Meta advertising, but how long that exclusion should last isn’t…
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Why Isn’t My Retargeting Audience Big Enough to Run?
If you’re running a low-traffic or niche ecommerce account and your website-visitor retargeting campaign isn’t spending, the audience itself may simply be too small, and it’s often smaller…
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Why Every Ecommerce Meta Ads Account Needs Cart Abandonment Retargeting
If you’re running Meta ads for an ecommerce store and don’t have a dedicated cart abandonment retargeting campaign, that’s a near-instant sale being left on the table. People…
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Boost ROAS Without Reducing Cost Per Purchase: The AOV Lever
Reducing cost per purchase isn’t the only way to improve ROAS. Increasing average order value (AOV), how much each customer spends per transaction, moves ROAS just as directly,…
