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Articles by Jon Loomer
9 Ways Meta Can Improve Advertising in 2025
Meta made an insane number of changes to advertising in 2024, but there is plenty that could be enhanced. This post focuses on specific ways that Meta could further improve the ads product in 2025. Missing from this list are some of advertisers’ biggest complaints regarding support, ad review, and scams. Those are structural problems without an easy fix. This list also avoids requests for features that clearly conflict with the current direction of the product.
Advantage+ Audience vs. Original Audiences
The process of Meta ad targeting and audience selection has evolved significantly during the past few years. Advertisers have been pulled through audience expansion and into complete algorithmic targeting, largely against their will. But, there are very good reasons why these changes, which come at the expense of advertiser control, were necessary. It started with regulatory pressure on Meta related to the misuse of targeting distinct groups in order to manipulate elections or discriminate.
Meta Ad Library: A Detailed Guide
The Meta Ad Library was introduced in 2019 (then the Facebook Ad Library) in response to pressure faced by the company over misuse of advertising to manipulate elections. Eventually, the library would be expanded to cover transparency in the European Union and all other ads — though the level of detail varies. The library itself is mostly buried, but there is plenty of useful information that can be found within it.
Advantage+ Audience Best Practices Guide
Meta launched Advantage+ Audience in August of 2023, but the vast majority of advertisers still struggle to leverage it properly. Most either resist it whenever possible or use it without knowing how it works. Both are wrong. Advantage+ Audience is a powerful improvement over original targeting methods. That said, it also shouldn’t be used in all situations. Additionally, you should reconsider campaignThe campaign is the foundation of your Facebook ad.
The Evolution of Who Sees Your Ads
While I was preparing my slides for Social Media Marketing World about the changes related to targeting and optimization over the years, it struck we why so many advertisers struggle with understanding how their role has evolved with targeting: There’s a messaging problem. I know there’s a messaging problem because I was dealing with it myself while I was trying to communicate it. The processes of targeting and optimization are beginning to blend into one. I think I found the solution.
Common Advertising Mistakes Related to Placement Selection
Some advertising mistakes are made due to inaction. Others are made as a result of overthinking and unnecessary tinkering. Both apply to mistakes related to placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More selection. Today’s post continues a theme of common advertising mistakes.
6 Targeting Mistakes Advertisers Make
Meta advertising has changed rapidly the past few years, and that leads to several common targeting mistakes. These errors are largely due to a combination of ignorance and stubbornness. I admit that I miss the old days of Facebook advertising — before it was Meta advertising. More than anyone, I preached the gospel of targeting and the art of finding your ideal audienceThis is the group of people who can potentially see your ads.
Are Ads Manager Results Too Good to Be True?
It’s a common problem. As Meta advertisers, we’re constantly on a quest for good results. But there’s a situation we’ve all encountered that will make any great advertiser uneasy. The results are good. Really good. But are they too good to be true? There must be something wrong. I created a great campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve.
A Guide to Standard Events, Custom Events, and Custom Conversions
One of the most critical elements of Meta advertising is the ability to define important actions that happen on your website or your owned properties. Once defined, you can pass that information to Meta for improved attributionAttribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window.
Common Ad Set Optimization Mistakes Advertisers Make
The path to successful Meta ads campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More isn’t always a clear one. And if you struggle to get good results, it’s often because you’re tripped up by a common advertising mistake. Today’s focus: Ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined.
When Broad Targeting is Bound to Fail
We’re moving into a new era of Meta advertising. Meta wants us to go broader with our targeting, and in some cases there is evidence that it’s effective. But there are times when broad targetingIn most cases, mention of Broad Targeting refers to the removal of all potential targeting filters: No custom audiences, lookalike audiences, or detailed targeting. Instead, rely only on location and letting the algorithm do the work. More is bound to fail. You may even get results that appear to be positive.
How Meta Automation Rewrites the Rules for Advertisers
Are ad agencies no longer needed? Has Meta advertising become so turnkey that they could easily complete it internally? Or have the roles and responsibilities of an ad agency evolved — and are both companies and advertisers slow to adjust? These are questions we’re beginning to hear in our community, and it’s not surprising. Whether it’s due to the streamlining of Meta ad campaignsThe campaign is the foundation of your Facebook ad.
Customize Meta Ad Creative by Placement
When you create a Meta ad campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More, are you making sure that your image, video, and text all look the way they should in each placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More?
My 365-Day Journey with Short-Form Video Creation
On Sunday, I completed a marathon goal when I published at least one short-form video every day of 2023. I’ve received many questions since, from how I did it to the impact of this accomplishment on my business. Meaningful measurement is complicated, but what I can say is this: Publishing at least one video every day had a significant positive impact on my business.
6 Priorities When Picking a Meta Ads Client
I have spoken with far too many advertisers over the years who are put in no-win situations. They have difficult clients with near impossible expectations. These clients do not set them up for success. You do not need to take every client. The ideal partner will make your job easier. When you give yourself a better chance at success, you make it more likely you’ll have happy clients who will recommend your services to others.
How Much Does Meta Expand Your Audience?
One common point of confusion for Meta advertisers is Meta’s expansion of ad targeting. In some cases, advertisers don’t realize it’s possible at all (but is). In others, it’s completely unclear how much an audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More was expanded.
3 Overrated Factors That Impact Meta Ads Performance Less Than We Think
I recently discussed the four most important factors that impact Meta advertising results. It’s only natural that we follow that up with the most overrated. This post is necessary. Far too many advertisers waste their time on these three things when the impact of their efforts is often negligible. You should be focusing on those four primary items instead. It doesn’t mean that these three areas don’t matter at all. In some cases, there’s a common misunderstanding about how something works.
The Secret to Consistent Content Creation
Look, I hate titles that include words like “Secret.” It feels like click bait. My titles are normally boring as a result. But, since I’ve seen so many people fail at consistent content creation, I absolutely feel like I have some secret knowledge that others do not. I have experience on the topic of consistent content creation. I started this website in 2011 and wrote 600 blog posts during the first two years. These pages generated more than 30 Million page views.
What an Ad-Free Facebook and Instagram Subscription Could Mean to Advertising
According to a report from the New York Times, Meta is considering an ad-free subscription option for both Facebook and Instagram in the European Union. In other words: Meta may give these users the option of paying a monthly fee to not see ads. Those who don’t pay for the subscription would continue to see ads as they do now. Such a move could be enormously disruptive to Meta’s advertising business, which has been by far its biggest revenue driver to date. It would also disrupt advertisers.
The Ultimate Guide to Meta Ads Targeting
by - No Comments Last updated: August 6, 2023 Which group of people should you target with your Meta ads? Targeting could be the difference between your ads succeeding and failing. Of course, you can overthink this, too. You can spend a lot of time trying to find the perfect audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more.
Should You Create a Tailored Leads Campaign Over the Manual Setup?
If you’ve selected the Leads objectiveThe campaign objective is the ultimate goal for your Facebook ad. Your selection will impact options, including optimization and delivery. More in Meta Ads Manager recently, you may have seen an immediate prompt for a Tailored Leads Campaign. It looks like this… Meta has been testing and rolling out Tailored Leads since November of 2022, if not earlier. And if you’ve experimented with Advantage+ Shopping Campaigns, you’ve certainly spotted similarities.
Meta Campaign Objectives: Best Practices
Meta campaign objectivesThe campaign objective is the ultimate goal for your Facebook ad. Your selection will impact options, including optimization and delivery. More represent the first step advertisers need to complete when creating a campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More. They are also the first opportunity to make a mistake that will impact the remaining steps.
Are You Restricting Your Meta Ads Lead Forms?
There is a simple setting that most Meta advertisers don’t even realize exists, and it may be limiting the number of leads you get from lead ads forms. It’s so simple. Yet, it’s annoyingly easy to miss. Even if you know about it (I’m writing this and I still forget nearly half the time). Let me show you… Restricted or Open?
Update Your Meta Advertising Assumptions
by - No Comments I get it. You’ve been advertising for years. You were running Facebook ads before they were Meta ads. You’ve found an efficient system that works for you. But don’t forget to update your assumptions. Let me explain… Things Change It’s important to remember that Meta advertising today looks nothing like it did five or 10 years ago. We shouldn’t be using five or 10-year-old strategies. Just think about how much has changed during the past few years since iOS 14.
Understand the Meta Ads Algorithm
If you are to find success with Meta ads, you won’t do so blindly. You must understand the role of the Meta ads algorithm and generally how it works. This isn’t about manipulating the algorithm, taking advantage of unique algorithmic preferences for your gain. Chasing the algorithm is a fool’s errand. You’ll find yourself repeatedly trying to please something that is constantly changing while ignoring what’s most important: Valuable ad content.
Stop Blaming Meta When Your Ads Aren't Working
We’ve all heard it: “Facebook ads don’t work.” Well, no. Facebook ads don’t work for you. The way that you’re using them. But they can work. Far too often, we blame the platform or algorithm or other mysterious things that we don’t understand to explain why we’re not getting better results. But if we change our relationship with how we view the platform, it leads to far more productivity. Let me explain… Facebook Ads Aren’t Magical Look, don’t get this twisted.
How to Get High Quality Leads from Facebook Lead Ads
Facebook lead ads have a reputation for generating low-quality leads. In many cases, they’ve deserved that reputation. But, there are several steps that you can take to help improve the quality of your leads from Facebook lead ads. I often have people ask me whether they should use Facebook lead ads or send people to a landing page on their website. The truth is that either approach can work. And both approaches have their own built-in advantages and disadvantages.
11 Lessons Learned from Short-Form Video Creation
The past six months have been a heck of a journey. I went from having no experience with the format (and a negative feeling about it) to being fully committed to it after recording more than 270 short-form videos. To say that I’ve learned a few things along the way is an understatement. This post could go much deeper than this list. But it summarizes the best it can the most important lessons I’ve learned so far. If you haven’t started creating your own short-form videos yet, it’s not too late.
Quality Traffic Test #2: The Impact of Meta Ads Placement
Last week, I wrote about a Meta ads test that I ran to compare traffic quality results based on three different optimizations. While I was confident in the results, some people questioned whether they were misleading because I used all placements. I saw it as an opportunity to run another test. And after this one, I plan to run a third. The short summary: The second test validates the results of the first. But it was still useful to run and see what would happen.
Should Meta Advertisers Ever Use the Audience Network Placement?
If you’re an experienced Meta advertiser, you probably know full well that Audience Network is a problematic placement. But, the question should be asked: Should you ever use it? If the answer were a definitive “no,” this blog post would be over right now. Of course, it’s a bit more nuanced than that. In this post, we’ll explore the issues with the Audience Network placement and provide some clarity around when Meta advertisers should and shouldn’t use it. What is Audience Network?
Create a Meta Pixel Event that Fires After Viewing a Page for 60 Seconds
Quality traffic is important. When you run Facebook ads that direct people to your website, you care whether people immediately leave or if they spend more time there. That’s why custom pixel eventsPixel events allow you to track specific actions on your website that can be used for reporting, targeting, and optimization. More are so important. What I’m going to describe is done with custom events and Google Tag Manager.
TikTok and Instagram Reels Safe Zones Templates for 2023
As I’ve jumped into this new challenge of short-form video, one little thing has nagged me: My videos weren’t appearing the way I expected them to. This was due to a few issues that covered or impacted my video: 1. Icons displayed by the app on the right side 2. Text and descriptions at the bottom 3. Dead space at the top due to the device 4. Cropped out content on the sides Each of these things taken separately was a minor annoyance.
Control Which Websites, Pages, Apps, and Videos Your Facebook Ads Appear On
Meta offers the ability to control where your ads appear. Do a little digging to uncover which websites, Facebook pages, apps, and videos are showing your ads. If necessary, you can restrict the category of content or which properties can show them. First, let me explain. There are several placements your ads might appear on. This includes feeds, stories, Reels, apps, websites, and more. If your ad appears within the Audience Network placement, where did it appear specifically?
How Short-Form Video Alters Marketing Evaluations
You may know that I have fully embraced short-form video during the past couple of months. This was not an easy transition. I had to overcome so much of what I thought I knew about marketing and advertising to do it. Throughout this pivot, it’s become obvious to me that there are so many “old school” marketers and advertisers who just don’t get it. But, I fully understand and appreciate why they don’t get it because I was one of them until recently. Maybe you are in this group of resistant marketers.
The Proper Setup to Manage Facebook Ads for Clients
If you manage clients, the way that you work with them to manage their ads is critical. Not only is the right way good for organizational purposes, but it could protect you from getting your accounts shut down. Doing this properly is often a big ask for non-technical clients, particularly those with small budgets who were never guided properly to begin with. But you must. One day, you’ll be grateful that you did. And your clients will be, too. 1.
How I've Pivoted to Short-Form Video on TikTok and Reels
If you’ve been following me on any of my primary social channels during the past month or so, you’ve likely noticed a very clear pivot. I am deeply invested in short-form video. This is a complete 180. I’ve long resisted video creation in every form. Admittedly, the delay was not smart strategically. But there were many reasons behind that delay. It hasn’t been an easy transformation. It required getting uncomfortable. I was forced to get in front of the camera, something I really haven’t liked doing.
Meta Brings Back 28-Day Click Attribution
Just in time for the holidays, Meta is bringing back 28-day click attributionClick Attribution is one way Meta gives credit to an ad for a conversion. Credit will be given to an ad when someone clicks your ad within a specified number of days of clicking. Click Attribution options include 1-day click, 7-day click, and 28-day click, the last being only available for reporting. More. This is some of the best news advertisers have received in a while.
Special Ad Audiences Going Away for Facebook Targeting
FacebookTwitterBuffer If you run Facebook ads under a Special Ad Category, you should know that Facebook Special Ad Audiences are going away. In this post, let’s shed light on what they are, the timeline for their removal, and what you can do instead. Let’s go… What Are They? Special Ad Audiences are only relevant to those running ads promoting a Special Ad Category. Special Ad Categories are sensitive topics that require adjusted rules.
New B2B Targeting Options for Facebook Ads
FacebookTwitterBuffer Given how stagnant Facebook ads targeting production has been the past couple of years, it’s nice to have some positive news about something added. Meta announced new B2B targeting options for your Facebook ads. Let’s discuss what these options are and how you might use them. The New Options First, I admit that I had to read the descriptions for these first three options multiple times because they are so similar, and surely have overlap.
A Rant About Building Your House on Rented Land
FacebookTwitterBuffer I’ve gotta tell you, I’m really kinda fed up with the misuse and overuse of the “Don’t build your house on rented land!” rallying cry. Every time a platform changes or a feature gets taken away or Facebook goes down for eight hours, “gurus” flock to Twitter and LinkedIn and Facebook to shout: “SEE! This is why you don’t build your house on rented land!” And it seems that absolutely everyone eats it up. “YES! You’re so right!” How do you argue with that, right?
Reasons to Be Concerned About the Trend Toward Meta Automation
FacebookTwitterBuffer If the announcements related to Meta Advantage products are any indication, the future of Meta advertising is more automation and less control. Over and over again, we’re seeing fewer options, locked-in defaults, and a required trust that the preferred settings will get you results. Why am I concerned about this? I have a few reasons… 1. Timing Maybe I’m crazy, but I’d feel a whole lot better about this trend if it had happened a couple of years ago.
What is Meta Advantage?
Facebook (or Meta) recently announced that it is consolidating all of its automation products under the “Meta Advantage” suite. So, what does this mean? Should you care? Let’s discuss… The Meta Advantage Suite The Meta Advantage suite is split into two different product lines: Advantage features and Advantage+ products. Advantage features are currently focused around targeting automation. Advantage+ products prioritize automating the campaign creation process.
How to Optimize Creative for Each Person with Facebook Ads
March 20, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer Facebook made a really interesting tweak to Dynamic Creative that you may not have noticed or heard about. There’s an option that is only available when Dynamic Creative is on, and it’s called Optimize Creative For Each Person. Now, I know this is confusing. How is this any different from what Dynamic Creative already is?
Facebook Ads on a Budget
March 13, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer While the big spenders may make the most noticeable impact, you can still drive results with Facebook ads on a budget. But, how? Small budgets can get results, but you can’t follow the same rules that the advertisers with big budgets follow. It just won’t work. Let’s talk about where your focus should be with a small budget. And to be clear, I’m talking about budgets under $50 per day — so $1,500 and under per month. Let’s go… 1.
10 Facebook Website Custom Audience Strategies
February 14, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer While cold, broad targeting is popular, I still find warm targeting extremely valuable. I believe this is especially the case for content creators like me. Website custom audiencesA website custom audience matches people who visit your website with people on Facebook. You can then create ads to show to that audience. can be a great tool, and you can use them in many different ways.
Facebook Ads Performance Related to iOS 14
February 1, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer Facebook advertisers have been vocal about the negative impact of iOS 14+ during the past year. Even when it’s never clear what’s led to a drop in performance, iOS 14+ often gets blamed. Truthfully, the primary culprit may not be the direct impact of iOS 14+ to drops in performance. It may actually be an indirect cause that impacts all advertisers, not just those with a high volume of iOS users.
The Results of My Podcasting Test (So Far)
January 17, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer You may know that I’ve recommitted to my podcast. The strategy is intense and interconnected. Now that I’m 60 days into it, I decided it’s a good time to provide results on the test so far. The short summary: The results have been pretty great. They’ve energized me. I’m excited about my podcast again. It’s weird how noticeable impact and progress will do that.
Facebook Ad Accounts in Violation of Item 5
January 12, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer During the past couple of months, we’ve heard of more advertisers receiving warnings from Facebook related to ad accounts in violation of Item 5 of the “Things You Should Know” section in the Facebook advertising policies. In this post, let’s explore what the precise wording is, what it means, and what you should do about it.
The First Rule of Facebook Ads: Know the Rules
January 2, 2022 by Jon Loomer - No Comments FacebookTwitterBuffer If you’re an advertiser, it’s critically important that you know and comply with Facebook’s advertising policies. Ignorance of these rules is negligence. Fail to understand the rules and how to comply with them, and you should expect to get ads rejected. Do it often and plan to get your ad account, page, or Business Manager disabled. Maybe temporarily, maybe forever. We don’t want that. So, do yourself a favor.
How to Use Google Tag Manager to Manage the Facebook Pixel and Events
November 27, 2021 by Jon Loomer - No Comments Last updated: November 30, 2021 FacebookTwitterBuffer For the past couple of years now, I’ve used Google Tag Manager to manage the Facebook pixelThe Facebook pixel helps advertisers track events that occur on their website and reach people who performed those events with ads. and events (both standard and custom events). In this post, I’m going to walk through exactly how I do that.
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