Stack Creative Diversity in Phases

Today's question is why campaigns stop working after two or three weeks when the ads generated sales initially and there's no ad fatigue. Meta starts by showing ads to low hanging fruit, the people most likely to convert, which often includes your remarketing audience even with algorithmic targeting. Jon explains why this group gets exhausted quickly, how audience size and product niche affect the drop-off, and why it's not normal to go from great performance to bad performance if your fundamentals are solid. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Creative diversification sounds great in theory, but most advertisers take Meta's recommendations too literally and waste time creating 20 ads at once that never get shown. There's a smarter way to approach creative diversity without overwhelming yourself or your budget. Jon explains how to stack creative diversity in phases using the creative testing tool, starting with one theme and learning what works before building the next uniquely different set, so you're being strategic instead of just creating more ads for the sake of it.

Today's question is about when to use multiple campaigns instead of a single Advantage Plus campaign structure, especially when it comes to separating cold traffic and retargeting. Remarketing happens naturally through algorithmic targeting now, so splitting it out is usually unnecessary. Jon explains the specific situations where multiple campaigns or ad sets actually make sense, why budget splits can hurt your results, and when keeping everything in one place is the smarter approach. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Meta spent years taking control away from advertisers, discouraging them from restricting targeting or removing placements, so launching Value Rules seemed like a confusing contradiction. But it actually makes perfect sense when you understand what the feature does. Jon explains why Value Rules are one of his favorite tools, how to use them to solve problems with age targeting, gender distribution, and placements like Audience Network, and why they're better than restricting your targeting entirely.

Today's question is about the easiest and most cost-effective way to set up server-side tracking and the Conversions API. The website pixel alone isn't reliable anymore due to privacy laws and browser settings, which means incomplete data and bad optimization. Jon explains why you need the Conversions API, the simplest setup method using the Conversions API Gateway, and when you might need to tackle the more complex step of sending CRM events. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Meta's creative testing tool launched in 2025, but most advertisers either aren't using it or completely misunderstand how it works. The old approach of creating separate campaigns and ad sets for testing has serious flaws that this tool solves. Jon explains why the creative testing tool should be part of your process, how to use it in stages instead of testing 20 ads at once, and why it gives you data to make informed decisions instead of guessing based on gut feel.

Meta introduced 83 changes to advertising in 2025, making it nearly impossible to keep up if you weren't paying close attention. Three updates stood out above the rest and completely changed how advertisers should approach their campaigns. Jon breaks down the year of Andromeda, the creative testing tool that finally makes testing useful, and value rules that give back control where you actually need it.

Today's question is whether you should use 7 day click, 1 day click, or 1 day view for attribution. The best attribution setting depends entirely on what you're promoting and who you're targeting. Jon explains when to stick with Meta's defaults, when to switch to 1 day click only, and the one specific scenario where view through conversions will make your results look way better than they actually are. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers either oversimplify results by only looking at conversions and cost per conversion, or they get lost obsessing over secondary metrics like CPM and CTR that don't actually matter much. But conversion results have multiple layers that reveal what's really happening. Jon explains how to use attribution settings, breakdowns, and backend data to dig beyond surface-level metrics and understand what your results actually mean.

Simplified campaign construction is the foundation of good Meta advertising, but there are legitimate exceptions where complexity is necessary. The problem is knowing when to add complexity versus when you're hurting your own results. Jon explains how to thread the needle between too simple and too complicated, and why you should start simple and only add layers when they solve actual problems.