PUBCAST: How to Get People Talking About Your Brand with John Haydon
Release Date: 05/24/2013
Targeting Isn't What It Used to Be
The Pubcast with Jon Loomer
If you're still segmenting audiences, split testing lookalikes, and restricting age and gender like it's 2017, you're making your results worse. Jon explains why most targeting inputs are now just suggestions and where real targeting actually happens in today's advertising.
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It's Time to Revisit Creative Testing
The Pubcast with Jon Loomer
Creative testing made sense when one ad meant one combination of copy and creative. But with 26 placements and potentially thousands of variations per ad, the old testing methods are impossible and unnecessary. Jon explains why finding the "winning" combination is the wrong goal.
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Don't Get Emotionally Attached to Your Ads
The Pubcast with Jon Loomer
Advertisers create separate ad sets and complex testing strategies because they're emotionally attached to their ads and want to ensure they get shown. Jon shares a fishing analogy to explain why this attachment is hurting your results and what you should focus on instead.
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Your Stubbornness Is Killing Your Results
The Pubcast with Jon Loomer
Meta advertising has changed dramatically since iOS 14, but many advertisers are still clinging to their old targeting strategies and complex campaign structures. Jon shares his own painful evolution from stubborn micro-targeting advocate to algorithmic believer, and explains why resisting change will make you irrelevant.
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Correlation, Causation, and Meta Ads Mistakes
The Pubcast with Jon Loomer
When you change your targeting and results improve, or implement GA4 integration and performance tanks, it's tempting to assume one caused the other. Jon explains why advertisers constantly mistake correlation for causation and what you should do instead of jumping to conclusions.
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Features Don't Sell, But Pain Does
The Pubcast with Jon Loomer
Most advertisers lead with features when they write ads, rattling off benefits and capabilities. But features don't move the needle. Jon explains the three-element framework that actually drives conversions and why pain points matter more than you think.
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Beware of Fake Advertising Experts
The Pubcast with Jon Loomer
The advertising space is noisier than ever with fake experts peddling guaranteed results and magical campaign structures. Jon outlines the five warning signs that should immediately make you skeptical of anyone's advertising advice, including why the loudest voices are often the ones you should trust the least.
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Stop Searching for the Magical Ad Strategy
The Pubcast with Jon Loomer
Advertisers get stuck chasing magical strategies, complex testing methods, and guru tricks when their ads aren't working. Jon explains why these targeting strategies and intricate campaign structures are pointless distractions, and what you should focus on instead.
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Meta's Vision to Replace Ad Agencies with AI
The Pubcast with Jon Loomer
Mark Zuckerberg envisions a future where businesses simply tell Meta their objective and budget, and AI does everything else, including creating the ads. This isn't some distant fantasy. We're already halfway there with campaign automation, and the implications for ad agencies are massive.
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When Are Ad Results Actually Meaningful?
The Pubcast with Jon Loomer
When you "let results be your guide," make sure those results actually matter. Jon explains why advertisers often make bad decisions based on meaningless data and outlines four critical factors that determine when your metrics are truly worth acting on.
info_outlineJohn Haydon stopped by the Social Media Pubcast this week, and the result is a power packed 45 minutes about Facebook marketing. John and I met at an NTEN conference in Atlanta about four years ago, and he's also a very big reason why I'm doing what I'm doing today. Listen for more on why.
Following are some of the topics we discussed:
- The advantage of non-profits: Giving people meaning
- Differences and similarities in approach to and struggles with Facebook between non-profits and for-profits
- Facebook Insights and the stats that matter (Demographics, Talking About This, Frequency)
- Promoted Posts
Here are links to a few of the things mentioned on this show:
- Alex's Lemonade Stand Foundation
- Facebook Insights Helper
- A video on overcoming adversity
- Social Media Fundraising Club
- Facebook Marketing for Dummies
You can find John in the following places:
- JohnHaydon.com
- @JohnHaydon on Twitter
- Facebook.com/inboundzombie
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