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iOS 14 has certainly lived up to the headache that it was predicted to be for several months. Between domain verification and aggregated event management, your average Facebook advertiser will certainly feel lost in the new iteration of the advertising platform. I’ve even seen experienced marketers scratching their heads as the hoops Facebook now makes users jump through appear to be sloppily developed and full of bugs and inconsistencies. Regardless of how the update is being handled on Facebook’s end, most advertisers still rely on the platform to market their businesses. If configuring your web events for conversion tracking is giving you trouble, there are always other ways to leverage Facebook advertising for lead generation without the need to actually send individuals to your website. In this post I’ll run through two  of Facebook’s best offerings to work around event configuration. How to generate leads on Facebook in iOS 14 Outside of the widely-u...

Relying on search keywords to bring in all your paid traffic just doesn't cut it anymore. Luckily, Google is making advancements in audience targeting in light of the future changes to third-party cookie data. The latest advancement as of July 2021 is optimized targeting. This is a branched-off targeting option automatically applied to advertisers leveraging audience or demographic targeting on Display, Discovery, and some video campaigns. Image source In today’s post, we’re going to unlock the answers to the following questions regarding this new feature: What is optimized targeting in Google Ads? How does optimized targeting work? When should you use optimized targeting? By the end of this read, you’ll have a better understanding of whether optimized targeting is something you’ll want to leave on or turn off for your Display, Discovery, or video strategy. What is optimized targeting in Google Ads? Optimized targeting is a newly announced fea...

Thanks to Apple’s iOS 14 updates, Facebook advertisers who use events for conversion optimization now have to use the new Aggregated Event Measurement. And the kicker is that you’re now limited to only eight events per domain. Going from unlimited to only eight events really shakes things up, because conversion events can be used for more than just bottom-funnel campaigns. I work in accounts that have had events created for link clicks, video plays, specific page views—all on top of our deeper-funnel events. So how can we work around the event quantity limitations? Let me show you some ways my accounts have changed to try and keep event performance on par with the previous event setup. 3 ways to deal with Facebook's Aggregated Event Measurement The below four steps will help you to make the best of your eight conversion events to  keep your Facebook ads performing well in OS 14 . 1. Start with a good ‘ole spring cleaning Let me get the easiest one ou...

Image extensions are one of the most recent types of ad extensions we can use on the Google Ads platform. Unlike most other ad extensions, these don’t rely solely on text to expand your coverage on the SERPs. With Image Extensions, you can use a number of images to accompany your ads to give them a visual component and make them more appealing. Whether you’re familiar with them or not, Image Extensions can be a great addition to any campaign. Here’s everything you need to know about them. How to set up Google Ads image extensions Where to find images for your extension, plus specs Best practices for image extensions and how to view your performance.  History of images in Google Ads Google has been working on image extensions for a while now. They tried rolling them out in 2013  and again in  2016  with visual Sitelink extensions. In September 2019, they announced Gallery Ads , but sunset them in 2020 to focus on image extensions. Then in Decem...