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I ran a super-nerdy Facebook ads split test, and it revealed more than I was intending. It was pretty awesome. I've long used custom events for quality traffic activity like scroll and time spent, but mostly because I knew it couldn't be worse than optimizing for link clicks and landing page views. Using those options is a great way to drive empty clicks. While it was my preferred method for driving traffic, the whispers were that optimizing for custom events isn't as helpful as we want it to be. The algorithm, the theory went, didn't learn from those events the way it does from standard events. Bram Van der Hallen wrote about optimizing for custom events last fall, as well. I was probably that super annoying guy when I commented to him about the rumors I had heard about this method's weaknesses. Well, I finally decided to run a split test. While we can expect that optimizing for link clicks or landing page views will lead to more volume of those things, will it end up being the cheaper way to get some quality traffic in the process? No way. Optimizing for a custom event based on quality traffic actions is the way to go, and it's not close. In addition to proving this to be the case, this test also highlights an issue that veteran advertisers know about well: The problematic placement, Audience Network. Nerds will love this post. Non-nerds may find it dumb. Either way, enjoy!

Can you use ChatGPT to help generate a Facebook ads strategy? I was determined to find out. Here was my initial prompt: "Power Hitters Club - Elite is an exclusive community of advanced Facebook advertisers who get access to a private Facebook group, weekly strategy sessions, weekly webinars, a training library, and steep discounts on one-on-one sessions with Jon. Generate a Facebook ads campaign strategy to promote this community by providing copy, format, targeting, optimization, budget, and other details." The key is to provide ChatGPT with as many details as possible so that it can produce better results. The initial recommendations were surprisingly good. But don't be satisfied with that. You will find the most value in ChatGPT by continuing to ask questions. Create counter prompts. I kept asking questions to further refine the recommendations. The most impressive results were related to copy and video strategy. These were quite good. But it's also important that you understand how this technology works and how you should use it. It's not intended to be magical. It's most valuable when the AI is combined with your quality inputs. Check out my complete run-through here...

I created these Safe Zones Templates so that you can optimize your short-form videos for TikTok and Instagram Reels. This was the result of several frustrating months, like tiny papercuts of annoyances. Captions getting covered by icons on the right or descriptive text on the bottom. Important info and screen shares getting cut off by cropping on the sides. I had enough. These are what I'm using now. You can, too!