How Do You Reach Only New Customers?
John Loomer explains that Meta automatically retargets existing customers even when advertisers use broad targeting, so marketers must consciously decide whether to exclude them. He outlines the upside—lower cost per purchase—and downside—potentially inflated conversion metrics and lower average order values—of serving ads to current buyers. He advises confirming a genuine problem before removing this audience, then using custom audience exclusions built from both website pixel data and uploaded customer lists to create a comprehensive block. Loomer notes emerging Meta tools such as the Customer Life Cycle strategy and a new value‑rule that lets advertisers bid lower on existing or low‑quality customers, reducing spend without full exclusion. He also suggests splitting prospecting and remarketing ad sets to manage budgets separately. These tactics help marketers improve acquisition efficiency, protect ROAS, and prepare for upcoming platform features, making audience control a critical component of digital growth strategies.
Stop Hiding Your Ad Account From Clients
John Loomer’s latest podcast episode tackles a pervasive issue in digital advertising: agencies that hide ad accounts from their clients. He argues that trust, the cornerstone of any client‑agency relationship, is compromised when marketers conceal campaign data, pixels, and audience...
Can Your Audience Be Too Niche for Meta Ads?
Meta ads can reach even highly specialized B2B audiences, but profitability hinges on several variables. The discussion centers on a client selling direct‑mail services to companies that market to doctors, prompting the question of whether such a narrow market can...
Does a Higher CPM Mean You Should Spend More?
The podcast tackles a common advertiser dilemma: why cost‑per‑thousand impressions (CPM) in the United States is roughly double that of the United Kingdom, and whether that disparity should dictate budget splits. Martina, a marketer running identical campaigns in both markets,...
What Meta Isn't Telling You About Your Creative
John Loomer’s Pubcast spotlights Meta’s persistent opacity around creative‑level performance metrics, arguing that advertisers still cannot see which specific images or videos drive results when using flexible format, related media, or AI‑generated assets. He explains that Meta only reports aggregate rows—single‑media...
Audience Segments Change Everything
The video spotlights Meta’s audience‑segments tool, launched for manual sales campaigns in summer 2024, and argues it fundamentally reshapes how marketers approach algorithmic targeting. The presenter notes that while the feature is powerful, a majority of advertisers either ignore it or...
How Do You Advertise Products with Long Buying Cycles?
The podcast tackles a common dilemma for marketers on Meta: how to promote high‑ticket items whose purchase decisions extend beyond the platform’s standard 7‑day or 28‑day attribution windows. Camila asks whether to shift from conversion‑optimized campaigns to traffic‑driven ones when...
Meta's Conversion Reporting Is Not the Problem
John Loomer tackles the persistent claim that Meta "steals" conversion credit, arguing that the issue lies in misunderstanding attribution rather than platform deception. He emphasizes that conversion reporting, while imperfect, captures genuine user actions—impressions and clicks that precede purchases—so dismissing...
Does Meta Want Audience Suggestions?
The video examines recent changes to Meta’s advertising platform that appear to downplay the role of audience suggestions in campaign setup. It notes that most targeting inputs are now presented as “suggestions” by default, and that Meta has altered both...
Click Attribution Isn't What It Used to Be
Meta announced a overhaul of its click‑through attribution, now counting only clicks on outbound links as click‑through conversions. All other interactions—likes, comments, shares, saves—are reclassified under a new “engage through” metric that replaces the former engaged‑view category. The change stems from...
Concerns About AI for Meta Advertisers
The video warns that AI tools, when applied to Meta advertising, risk turning existing poor practices into faster, larger‑scale losses. The speaker argues that AI will automatically optimize the wrong metrics, generate glossy dashboards, and highlight insignificant variations derived from tiny...
Should You Start New Campaigns with Creative Testing?
The podcast tackles a common dilemma for marketers: whether to launch a brand‑new campaign with creative testing built in or to add testing later. Host John Lomer explains his preferred workflow, emphasizing that the creative testing tool should be applied...
Why Your Ads Aren't Working Today
In this PubCast episode, John Loomer explains why advertisers often see sudden drops in Meta ad performance and why the “today” filter can be misleading. He identifies five common culprits: statistical randomness, recent campaign changes that cause auction overlap, external competitive...
Lost Conversions Due to Attribution Changes
Meta announced a significant change to its ad attribution framework, mandating that only clicks on a direct link count toward click‑through conversions. Previously, any interaction with an ad – including likes, comments, saves, or shares – could trigger a conversion...
Does Manual Bidding Actually Work?
The episode tackles whether manual bidding—specifically cost‑cap bidding—actually improves Meta ad performance, responding to a listener’s proposal to set a $13 cost per customer while inflating the daily budget. John explains that Meta’s default objective is to deliver the most conversions...