Custom audiences are the backbone of almost everything that works in Meta advertising — who gets excluded, who gets retargeted, and which signals are actually worth building an audience from. This page rounds up every guide on the topic in one place, organized by what...
Most small businesses still think about search the way they did in 2015: get on page one of Google, done. But there's a second search engine running in the background now — the one inside ChatGPT, Perplexity, and Google's AI Overviews — and almost no...
Generally not. Getting people to click "interested" or "going" on a Facebook or Instagram event feels like progress — it's a number going up, engagement happening. But that click is one of the easiest, lowest-commitment actions on the entire platform, and it rarely translates into...
Yes — but exclusion alone is only half the answer. People who open your lead form and then don't submit it deserve two separate treatments, not one: they should stop seeing your original prospecting ad, and they should start seeing a different one built specifically...
Generally, no. It's a popular tactic on paper: run video ads, spend to build viewership, then retarget people who watched a meaningful chunk of the video toward a purchase — the theory being that deep video engagement signals real interest. In practice, this approach tends...
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...