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Meta Clarifies Upcoming Placement Control Changes

Two months ago, I wrote a blog post about the upcoming changes to Meta ads placement controls. At the time, Meta hadn’t made an

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Choose an Audience for Each Ad Creative

Meta is rolling out a feature that allows advertisers to choose an audience for each ad creative. Since there is documentation, I assume it’s

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Restriction Period for Political Ads in the US

A restriction period is coming to the US. If you run ads about social issues, elections, or politics, listen up… As Meta has done since

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Meta Adds Automatic Customer Exclusions

Meta is making a change to Customer Lifecycle Strategy that has the potential to make the feature infinitely more useful. While I do think

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Should You Optimize for a Custom Conversion?

When you choose the “maximize number of conversions” performance goal, you have to select a conversion event. This could be a standard event (like “purchase”),

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Meta Sequenced Events: Optimize for Qualified Website Leads

Back in August, I wrote about a test feature called Sequenced Events that allows you to optimize for a higher-value action that follows an initial

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Meta Ads for Local Businesses

Local businesses present a special kind of challenge for Meta advertising. Your potential audience is limited, and you’re often focused on foot traffic instead of

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The Fundamental Principles of Creating Meta Ads

The problem with most Meta ad creation strategies is that they assume a universal template that can work for anyone. That doesn’t exist. But what

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Meta One Business Plans: What You Get at Each Tier

Last week, Meta announced Meta One subscription plans for businesses. I have a lot of thoughts about this, and most of them are negative. But

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What is the Landing Page Experience Enhancement?

If you’ve enabled the option to test new AI generation features in Advertising Settings, you may see a new enhancement. I’ve had these test features