Editing a running campaign directly feels efficient, but for a significant change — a new audience, a new creative — it quietly destroys something valuable: your ability to compare old versus new. The better move is to duplicate first, make the change on the copy,...
If your website handles both lead generation and sales — or several genuinely different product categories — the instinct might be to set up a separate Meta pixel for each. In almost every case, that's unnecessary. One pixel per domain is the right default, even...
Every Meta ads optimization question sorts cleanly into one of two categories: on-ad (everything that determines whether someone clicks) and off-ad (everything that happens after they do). Knowing which bucket a problem actually belongs to is the fastest way to stop guessing and start fixing...
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...