Opus GrowthForumFacebook and Instagram ads, audiences, creative testing and the Pixel.
Say you're testing three new creatives on Meta with around 100 a day. The ABO crowd says give each ad set a fixed share so you can compare them head to head. The CBO crowd says…
Say you run a furniture store on Meta with a decent but not huge budget. Advantage+ placements is on by default, and the breakdown shows a chunk of spend going to Audience Network…
At $30 a day I'd skip the audience split, because it mostly burns money. Meta's learning phase wants roughly 50 optimization events a week per ad set, and a few hundred clicks…
Frequency is climbing on a Meta prospecting ad set and CTR has slid from around 2% to under 1% over two weeks. The usual move is to duplicate the ad set with fresh audiences or…
Retargeting a high-ticket service like roofing or dental implants makes the window question tricky. Most people default to 30 days because it's the standard option, but a 6,000…
Meta's Advantage+ creative enhancements (auto text overlays, brightness tweaks, music) are on by default in a lot of accounts, and I'm not convinced they should be. The argument…
A lot of people treat frequency like a hard alarm: hit 3 in seven days, pull the ad, make a new one. For most small accounts I think that's backwards. Frequency mostly reflects…
Say you're testing a new offer on about $20 a day in one ad set. Advantage+ placements looks like the obvious default, since Meta can push spend toward whatever is converting. But…
Picture a dental clinic running lead gen on a modest budget with Advantage+ placements left on automatic. The reports show cheap clicks coming from Audience Network, the cost per…
Picture a small DTC skincare brand with about $800 a month for creative. Do paid UGC creators beat the founder talking to camera in a messy kitchen? My bet is the founder wins on…
At around $30 a day with three new concepts, the usual advice is to run CBO and let the algorithm pick a winner. The problem is that at that budget CBO tends to pour most of the…
Take a dental clinic running Meta retargeting on the default 7-day site visitor window, which most people never touch. Someone reads the whitening page on Monday and books the…
Still going back and forth on this one. For creative testing on Meta, do you give each new concept its own ad set so it gets a clean budget and a fair read, or do you put five or…
Meta gives you a few ways to judge a video ad early: 3-second plays over impressions (hook rate), thumb-stop ratio, and hold rate at 15 seconds. People argue about which one…
Meta pushes Advantage+ audience as the default, and a lot of people turn the interest suggestions off entirely. I'm not sure that's the right call at low volume. Say you sell a…
Take a mid-size skincare brand running retargeting where frequency hits 4 by week two and CPA quietly doubles. The usual fix is a rule like "refresh creative at frequency 3 or 4,"…
Hook rate gets treated as proof that a video ad works, and I think that's where a lot of teams go wrong. Say a supplement brand gets a 40% hook rate on a dramatic opening, but…
A lot of stores running Advantage+ shopping hit this exact question. Excluding past purchasers makes new-customer CPA look better, and that's the number most people report. But it…
Picture a dental clinic running Meta lead ads at a steady pace. Default reporting looks fine, but filter to 7-day click only and cost per lead jumps around 40 percent. That gap is…
Say you've got around 800 past customers, mostly from the last two years, and you want Meta to find more people like them. The default advice is to start with a 1% lookalike…
Meta's Advantage+ creative enhancements (auto crop, brightness and filter tweaks, text changes) are on by default in a lot of accounts now, and my worry is that they change the ad…
Picture a dental clinic running a single prospecting ad set on Meta. Frequency has crept past 3 and CTR is down by a third, but cost per lead is still under target. The standard…
Meta's delivery has been leaning toward broad audiences for a while, and I keep running into the same argument: is the creative doing the targeting, or does careful audience…