Sometimes the best move is to sit on your hands. Several accounts I work on saw a significant decline in performance last week. CPAs increased as much as 30%. I was confident the decline wasn’t the ads or the offer, but seasonality (big end of summer holiday weekend and first

Agree. If you can let them run 7 days that’s even better since every hour and day is a different set of users acting differently, and even Facebook’s own guidance is to run longer so the system collects enough conversion data and user variety to properly optimize.

Fishing in Montana is serious business, especially when a world class trout stream runs through your property and you have a fly fishing resort where people travel from all over the world to stay and fish.

I met with an apparel brand today that feels like their agency is just giving them a bunch of numbers that make it seem like Facebook ads are crushing it, but their top and bottom line don’t reflect what the agency is sharing. So I dug in and quickly found the issue. First off,

Agree with Ben. Andromeda didn’t rewrite media buying. Media buying isn’t dead. You still get rewarded for producing completely new angles over lazy iterations. I talk to brand owners who pump out tons of creatives, but when you step back they all look the same. That means they

FB removing this from accounts makes no sense. I have campaigns for clients using these settings for more than two years, and the adsets still crush. Another great feature FB is removing, I’m sure, only to replace it with some new unproven AI feature that we’ll all be the

If you were already running a Facebook ad account at a high level, you likely didn’t see a lift from the Andromeda update. That means you were already ahead of the platform. Congrats. Andromeda was a backend update to improve Meta’s efficiency, not a silver bullet for

Three weeks in. The new agency launched campaigns, adsets, and ads on day one using the winners I produced. Since then, they've only cut losers. No new campaigns. No new adsets. No new creatives. They've already checked out. They know they can't improve the ROAS and they're

Started working with a new apparel brand around the same time that other brand left for the "guaranteed better ROAS in 30 days" agency. We're now on track to double their ROAS. How? → Killed underperforming CBOs. → Launched a master ABO campaign. → Introduced rapid creative

Just got off an onboarding call with a new client, a high ticket coach. He had 18 ads in every adset. Meta, in true Meta form, was favoring one or two and ignoring the rest. When I asked why, he said his FB ad coach told him that after Andromeda, Meta “needs more ads per adset

One of the easiest tests is one most never consider because they trust that FB always finds the winners in their creative tests. It doesn’t matter if you use an ABO, which I prefer, or a CBO. FB almost always picks a "winner" early and sticks with it, which leads to the other

If you didn’t get a chance to watch this debate, here you go. As expected, Jordan Menard was prepared and brought receipts. 👊🏼 All the other guy had to do was show a single ad library running at scale with a handful of active ads, and he didn’t because they don’t exist.

A few years ago, a tier 1 FB rep told me their highest scaling accounts test 11 times more creative than everyone else. I haven’t seen that proven wrong once. Creative drives 70% of performance. Always has. Always will.

One of the easiest yet most often overlooked tests is to test underserved ads in new adsets. What does this mean? If you launch a creative test of five to ten creatives in an adset and it wins out of the gate because Facebook found the winner right away, you likely have four to

Onboarded a new high ticket coaching client who suddenly saw performance drop from a 2.50x roas to a 1.0x roas. I dug in. The data all pointed to it being a creative issue. Once leads were marked as “qualified” the conversion metrics were in line with when ads were performing

And I turned it off!

Are you worried you do not have the right BF creatives for your BF sale? Do not be. Your evergreen campaign will beat any BF creatives you run. If you do not have BF creatives, do not worry. Scale your evergreen campaigns and watch them crush. Remember, everyone is in a

Onboarded a client who got frustrated because their scaling campaign never performs as well as their testing campaign. They listened to some youtube gurus who said to turn off winners and move them to scaling campaigns. Never turn your winners off. Never. Scale them where