The standard two-tier funnel uses the same objective for both prospecting and retargeting — usually Sales, sometimes Leads, but one mechanism running through the whole funnel. There's a more advanced variation worth knowing: using genuinely different objectives across the two tiers, each matched to what's...
Two numbers most advertisers never think to check together can tell you almost exactly what's going wrong with a struggling campaign: cumulative frequency, and the relationship between your two CTR numbers. Neither is complicated once you know what to look for. Cumulative frequency: a different frequency...
When a lead generation campaign isn't converting into sales, the instinct is almost always to blame the ad — wrong audience, wrong creative, wrong offer. Sometimes that's true. Often, the actual problem is happening somewhere the ad account can't show you at all: the sales...
"How do I know if my campaign is actually performing?" is one of the most common questions I get, and the honest answer surprises people: it's not about any single metric. It's a two-step check, and the first step has nothing to do with Ads...
I'm not a big fan of Meta's built-in A/B split testing, and it comes down to one specific problem: it finds you a real winner, and then makes you throw away everything that winner had already learned. The core issue: winning doesn't mean keeping the learning Here's...
"What's your contingency plan for account restrictions?" is a question worth an honest answer, even though the honest answer isn't a satisfying one: there isn't a contingency plan. There's only prevention, and even prevention doesn't guarantee anything. The only real strategy is compliance Before running any ads,...
A pattern I see constantly: someone wants to test new ad creative, so they build an entirely new campaign to run it in. That's usually the wrong move, and it's costing more than it's saving. Most "creative changes" aren't campaign changes at all Here's the thing worth...
Rebranding and switching domains is stressful enough without wondering whether you're about to lose months or years of pixel data in the process. The good news: you're not starting over, and the transition is more forgiving than most people expect. Yes, you can carry your existing...