Retargeting ads shouldn't repeat the same message as your prospecting ad. The person seeing it already knows what you sell — they clicked, looked, and left without buying. The job of the retargeting ad isn't to introduce the product again; it's to give a specific,...
TikTok isn't inherently cheaper or worse than Facebook advertising — it's a different audience, with a different level of readiness to buy, and the right platform depends entirely on what you're selling and how. The decision comes down to two questions: are you running lead...
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 conversions more than almost anything else in the campaign: choosing Website as the destination instead of App. 📺...
A frequency slightly above the typical benchmark isn't automatically a problem — the same way a rising CPM or a below-benchmark CTR isn't automatically one either. If frequency ticks up a bit but CTR, CPM, and the conversion steps further down the funnel are all...
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 universal. A default of 30 days is a reasonable starting point for most accounts, but the...
A CTR below the commonly used 1% reference point looks like a problem on paper — but not if what happens after the click is strong. Some ads are genuinely unremarkable to look at, unlikely to win a creative award, and still perform extremely well,...
There's no universally correct answer to campaign budget versus ad set budget — if one were strictly better, Meta wouldn't offer both. The real question isn't which one is superior, it's how much control you want to keep versus hand over to the algorithm. And...
Most of what you select in Meta's audience targeting isn't a hard rule — it's a suggestion Meta's algorithm can and often will override if it predicts better results elsewhere. That's true of Advantage+ audiences, and it changes how you should think about detailed targeting...