How to Plan Your Ads for BFCM

With Black Friday and Cyber Monday coming up, the brands that stand out this year are already planning. But success rarely comes down to budget, and starting your ads cold on Black Friday is how most businesses fall behind. Jon walks through the four elements worth getting right now, the offer, the timing, the budget, and the structure, and where advertisers overthink each one.

When performance drops, advertisers reach for the same culprit, too much frequency and creative fatigue. But there's no magic frequency number to fear, and a quick drop in results usually points to a deeper problem than how often an ad is shown. Jon explains what's really happening when ads die after a week or two, and the one signal that tells you fatigue is actually the issue.

Scaling a Meta ad set sounds simple, just raise the budget on something that's working. But that's why it fails so often, because strong surface results are often propped up by remarketing that can't scale. Jon breaks down how to tell whether an ad set is actually worth scaling, and how to raise budget in a way that protects profitability.

When ads can't drive enough sales to turn a profit, the instinct is to do more, test more creative, optimize for an earlier action, restrict the targeting that looks wasteful. But those moves almost always make a low-volume problem worse. Jon lays out the stripped-down approach he recommends instead, and the two fallback options if it still isn't enough.

Meta's new link-sharing limits leave businesses scrambling, and plenty of people will pitch organic hacks to get around them. But most just add friction without replacing the lost traffic. Jon lays out a deliberately old-school ad approach that sends a small, controlled budget to your own followers, and why it's a rare exception to everything he usually preaches about staying hands-off.

Meta just announced Meta One, and one of its supposed benefits is hard to believe. Jon breaks down why the change makes no sense, and the old-school workaround he's now weighing instead.

For years the direction of Meta advertising was clear enough to predict, and most of those predictions held up. But AI has scrambled the picture, and the trend line now runs into a space that's genuinely hard to comprehend. Jon sets the tactics aside for an honest, uneasy look at what it all means.

Meta is removing placement control for sales and leads campaigns, and advertisers are predictably freaking out. Jon explains why the change matters far less than it sounds, and why value rules are the control you should have been reaching for all along.

Fifteen years in, the celebrating gives way to a more honest look back at what worked and what didn't. This final entry in the anniversary series shares the lessons that mattered most, but it doesn't end there. Jon also opens up about two real regrets, including one he still hasn't figured out.

To mark 15 years since a layoff turned into JonLoomer.com, Jon sets aside the usual solo format for a rare interview with longtime teammate Luke Elliott. It's a blast from the past, but really a conversation about change: how Jon went from the complicated-targeting guy to preaching simplicity, why the uncomfortable 2022 pivot to video saved the business, and how he's found a place for AI without letting it replace the human work.