A big day...

Hey, {NAME}. I'm writing you from San Diego as I prepare for a big moment. I'm returning to the stage for the first time in four years today, and I'm filled with emotions ranging from excitement to anxiety. I spoke at Social Media Marketing World every year from 2014 to 2020. That last time was in early March of 2020, and I'm sure you remember the changes we were about to go through at that moment. So much has happened since then. Our world changed. My business changed. And the Meta ads industry changed. I often point to around that time as when my business started a downward spiral. There were plenty of contributing factors, but one surely is that I became less visible. That's why making this return to the stage is such a big deal for me. The primary focus of my session will be on the impact of AI on Meta ads targeting and optimization. But I'll also take a step back to address how we got here in the first place. What Led Us Here? When it comes to moving Meta ads towards automation driven by AI, there are several important moments that contributed to getting us here. - Cambridge Analytica - iOS 14 opt-outs - European Union privacy laws - Third-party cookie deprecation (Safari and Chrome) While much of the focus is on iOS 14, I truly believe that Cambridge Analytica contributed just as much to where we are now. But a combination of these four elements resulted in... - Removal of interests - Special ad categories - Audience expansion - AI-driven optimization What Were the Changes? The rest of my session is focused on the specific changes, how they work, strengths and weaknesses, and how you should use them. Advantage Audience Expansion and Advantage+ Audience: In most cases now, the inputs you provide are expanded to reach a broader group. Because of this, it impacts how we approach both warm and cold targeting as well as campaign construction. Ad Set Optimization: The most important thing to remember is that optimization is literal. When you set a performance goal, you define the action you want and what success looks like. That can be a benefit (optimizing for conversions) and a weakness (optimizing for top of funnel). Meta takes this a step further with Advantage+ Shopping. It goes a lot deeper than this, but these are the things I'm covering in my session. If you're actually in San Diego for Social Media Marketing World, I speak at 2:45 in room 31ABC. I'd love to have you join me! I actually put together some session notes to dig a bit deeper in the topics I discussed. You can get a sneak peek at those notes here: [() If you are wandering around San Diego, make sure to grab me and say hi. Let me know if you have any questions at all. Have an amazing week! Cheers, Jon [UPDATE EMAIL PREFERENCES](=) [Unsubscribe]( Jon Loomer Digital 17503 Ruxton Ct Parker, Colorado 80134 United States