When ROAS drops, everyone blames the creative, the algo, or the targeting. Most of the time the problem is on the other side of the click: the page changed and nobody noticed. Here's why marketers, agencies, and business owners need a daily visual record of their pages, competitors, and search results, plus an honest look at the tools that do it.
9 posts
Why Every Marketer Should Be Screenshotting Their Landing Pages (And How To Do It)
Ugly ads don’t mean bad ads: Try these expert tips for high-intent ads
High-intent ads work because they look like content, not ads. Tina Donati interviewed me for #paid's BANKNOTES on the mechanics: why polish kills performance, what makes someone stop scrolling, and how to write copy that converts the people who are already shopping.
9 Things Most Facebook Advertisers Don't Know But Need To
Few advertisers understand that "We may reject or remove any ad for any reason." You're playing by FB's rules and they can change the rules on you if they want. My tip is to not just comply with their rules, but it’s important to understand that their rules are there to create a better experience for their users.
Beyond CPM and CPC: Unlocking the Power of Facebook Ads
Most of them don't understand how the platform optimizes and here's what they're missing: on an unoptimized ad platform where you bid for CPM or CPC, the auction is purely based on bids and inventory, increasing your CTR or decreasing your CPM typically improves everything (CPC, CVR, and CPA). On an optimized platform like Meta (and other optimized platforms), it doesn't work that way.
Advertisers: CPMs and CPCs Don't Matter
Stop focusing on FB CPMs and CPCs - they don't matter that much. Turning off ads due to high CPCs or CPMs can be turning off top performers, more impressions don't always drive more clicks. More clicks don't always drive more conversions. There is a loose correlation between CPM/CPC and CPA when observing/comparing placement performance.
Hackers Spending in Ad Accounts They Broke Into
Half a million dollars stolen from ad accounts in three days. Here's how the hackers are getting in, what they do once they have access, and the specific Meta settings every advertiser should lock down right now.
Why You Should Stop Comparing Your Brand To Nike, Coke, Apple, Etc.
Most modern ads are completely skippable. You have to make people *want* to watch. In social ads, branding, logo, and colors do not make net new people want to watch. Ask any media buyer about the gap between their best-performing ad and their worst recent ad test, and it's usually bigger than you think.
Why Marketers Should Never Rely Solely On Platform Data
Every ad platform is biased and incentivized to show their own platform in the best light, so advertisers will spend more money with them. This means that marketers can't trust the data from any one platform, and most rely on Google Analytics as a result. However, GA is also owned by a giant search engine that sells ads, so it's not neutral either. The solution is to invest in an attribution tool and post-purchase surveys to get a more accurate picture of what drove customers to buy.
Why You Should Stop Trying To Compare Interests Vs Lookalikes Vs Broad Performance
It is more important to focus on consolidating and minimizing variables, rather than worrying about which audience is "best". Try using a broad target audience, as this can help FB learn more/faster. Keep the creative testing targeting consistent for best results.