Facebook has 2 billion MAUs (monthly active users) and 47% of the group access the network exclusively via mobile. If you’re not at least testing mobile your missing out. Not to mention you have zero chance at Messenger (which by the way is producing p…

I have conversations often with clients and marketers alike that assume DPAs (dynamic product ads) are a Retargeting-only strategy. Actually DPAs, while extremely effective for retargeting, can be used for any type of targeting. Test it out on your loo…

The final move – review the performance of your campaigns, don’t lose site of performance at the campaign, ad set and ad level. dive into demographic, platform and placement breakdowns. utilize all of that data, to then refine your audiences.

When deciding on whether to add more budget to a performing ad set, I always first take a look at the frequency cap. If your ads are already being seen 4-5x on average per person, maybe it’s not a good idea to add more budget to over-saturating the sam…

Don’t forget to incentivize, warm up that cold audience. It’s hard enough pitching an audience that has never heard about your brand/products; share information about your brand so they can get to know you, throw in an offer and be sure to provide insi…

If you’re running Facebook ads for an eCommerce business, don’t you dare deploy any objective outside of Conversion or Catalog Sales. If you can’t agree – be decent and give them their money back. A few bits on pixeling are here.

A couple of things – if you’re not retargeting you’re definitely losing…don’t debate me retargeting audiences should be segmented by funnel depth and recency. You should spend more budget targeting people who made it further in the funnel than landin…

None of that other sh*t matters, seriously – clicks (trash), CTR (trash), CPA (trash) – the only thing that matters is if you’re staying within ad spend budget, how much revenue you’re generating and MOST IMPORTANTLY your ROAS (return on ad spend).

Now that you have a persona, few notes on setup – separate all unique audiences!!!!! these cannot be decoupled in reporting, how else will you know exactly what is performing strategize the audience buckets and make sure you have some top of funnel, mi…