Category Archives: jonloomer

Facebook Account Optimization and Organization Techniques

It’s definitely that time of year. You’ve done so much brainstorming, preparing, and worrying about your Q4 campaigns and now you feel fried. You wake up every morning poised for disaster.

Perhaps one or all of these thoughts races through your head: “something doesn’t seem to be working as well as it was last week,” “accounts aren’t spending what they should be right now,” or “my campaigns are tanking, the client is going to fire us.” 

But wait… as Michael Scott from Dunder Mifflin would say, are we really at threat level midnight?!

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Why I Turned Off My Facebook Messenger Bot

During the past year, I experimented with a Facebook Messenger bot. Last week, I turned it off.

This isn’t meant to be an indictment on Facebook Messenger bots. My goal isn’t to convince you that they aren’t valuable. I simply wanted to share my experiences with it and why I ultimately decided to pull the plug.

There are plenty of good reasons to have your own bot. You will have no problem finding examples of success stories of brands using them in productive and even profitable ways. But there are potential pitfalls that you need to be prepared for.

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Facebook Attribution Tool: The Ultimate Introduction

Facebook recently announced the launch of the Facebook Attribution Tool, a free tool “designed to give marketers a more holistic view of the customer journey, both on and off Facebook.”

Facebook Attribution Tool

A couple of things…

1. This tool is DEEP. Have fun poking around this Facebook Business help guide to learn all of the ins and outs of the Facebook Attribution Tool.

2. I just got access to this thing for the first time, too. I’m still learning it. I’m still discovering its value.

Bottom line? There’s a lot to discuss here. There’s a lot that can’t be put into this single post. And, quite frankly, I’m just discovering everything that can be done with it, too.

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How to Determine Facebook Ad Spend by Country

Advertisers are split into three primary camps when it comes to geo-targeting and Facebook ad spend by country:

  1. Worldwide: Just target everyone on the planet in the same ad set
  2. Country Clustering: Throw your primary countries that work best into the same ad set
  3. Segmentation: Create a separate ad set for each country or similar groups of countries

There are additional variations and areas of gray, but these are the primary approaches.

Let me first say that there is a time and place for each of these things. For example, I will use Worldwide targeting on occasion — but I do so selectively. I’ll use it when reaching a very warm (and small) group of highly engaged people.

But there are many times when you should strongly consider approaches 2 and 3. However, you can’t simply guess which countries to use. It needs to be intelligently based on your customer data.

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Are Instagram users included in Facebook Saved Audiences?

Facebook Saved Audiences are a built-in feature allowing advertisers to pre-build an audience for repeated use in targeting. By using the Saved Audience tool, you can save time and ensure consistency in your advertising. You can also gain insight into the make-up of a particular target group.

Are Instagram users also included in these pre-configured audience groups? In this article, we’ll review what Saved Audiences tell us, and use available data to answer this question.

How to use Facebook Saved Audiences

To create a Saved Audience, navigate to the Audiences feature from within the Assets section of Business Manager (or Ads Manager if you do not have Business Manager set up).

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