How To Set Up Ad Exchange Programmatic Native Ads: Fluid vs Standard Size

hey guys, in this tutorial we'll discuss about the difference in setting up EDX native with a fluid size versus a standard size. first let's review a little bit on creating an ad exchange line-item. so in order to add the programmatik native demand format exchange, aside from defining your standard size units, you also have to add native native. but of course, don't forget the line item type will have to be at exchange. now in this example, let's say you're done setting up all your ad exchange line items. you have all these ad sizes defined, plus native native. now you're not completing the process yet. unless you creative you, you create your native styles. so when you go to delivery native, click on create data pack. here you will have to select whether to use to get a design editor, which is the simplified setup and a lot easier than HTML and CSS editor. this one requires a little bit of coding. and then you have the option for Android and iOS app as well. let's do the guided design editor here, give it a name. so let's say you want to do this for a 300 by 250 underscore. let's say this is content for the format. and then here's the ad size. now, if you do the standard size, you don't have to change anything your ad unit code setting or AB unit settings. but if you do fluid, it will require some changes. now let let me explain that to you in a bit. and don't forget, of course, when you click Next, you're able to design or tweaks all the settings on how the native ad looks like by clicking on. some of the options in here play around it. when you click continue, you have to explicitly target the ad units. so this is the only difference with native, because unless you specifically target the inventory here, then programmatik native won't work. so target your placement or your ad units here. say you just want to target the whole DFP account, all the inventory, you can do that as well. or if you want specific ad units and search for them, here you also have the option to specifically target gos or target everything. the same with device operating system and some other custom targeting are key values. now, as soon as you save this, let's just go ahead and confirm. so if you create standard sizes, then you have to make sure you create at least one native style for each size. if you do fluid, you can target all your inventory with it, but you have to make sure and your inventory settings and add units- let's say this is your argument- you will also have to edit the size and make sure you add fluid, which means- because we did that, let me go ahead and save it for now- if we generate the tag for this GPT, all the settings continue and there you go. you will notike that part of the sizes in your code has fluid as well. so if you already have your ad unit deployed on the page and you decided to run fluid size native ad, you will have to add this size in your code and that's in the header. but if you did the regular size or the standard size native style, you did not. you do not even have to do this anymore because it will automatikally fill native demand on those tented sizes that you already run on your ad units. and of course, native will also compete with all other demand- extended display, embedded videos. so you have the option whether to go the fluid route or the standard size route. just remember that with fluid you will have to add that size in your ad unit settings in order for it to run. with fluid it can serve, you know, multiple ad sizes within the container for as long as it fits the, the, the ad container size. so that's the only difference there. if you want, do an a/b test, do fluid compared with the standard size native styles and see which one works better. so how to run the report: you go to reports and queries. you can do a new query and then for the dimensions you can actually select native style name. so if you create one native styles for 180 of stomper fluid, another native self in standard sizes, you're able to run the report for them here and compare which one works better. thanks for joining us today. we hope you enjoyed our presentation. also learn to monetize more by watching our tutorial series and reading our latest ad optimization tips. please subscribe to our blog to receive periodic updates. thanks, we'll catch you next time.

Skinected Co-Founder Stefan Kosel Explains How Non-Standard Ads Are Traded Via RTB

welcome to this edition of trailer tok TV. today we got stefan from Schenectady- stefan, thanks for coming- and the other things for anything. today, step is going to tok about the connected product and exactly what it is, and it's pretty interesting for publishers and buyers. so, Stefan, and let's first tok about what you guys do. I just give us an overview. you know we're going to tiknology, car buying of non-standard high impact and what commonly referred us custom integration. yeah, maybe via our real-time bidding. ok, it's that's. you know, programmatik is one part of it, but programmatik needs only automated like. we're focused on real-time bidding. yeah, every impression bid on. yeah, and at scale, they're generally the thing that this is one of the of the big issues with. you know, non standard formats. it's like the scales hard to achieve, both from the supply side of the demand side. so it's kind of like a homepage take over. homepage takeover would be. you know, we're actually in general format agnostik, like anything that's not standard, meaning I'd be like rectangle leaderboard, you know, anything that has a size that inside content just kind of considered standard we're really focusing on. everything is non-standard, yeah, so we're trying to to find methods to describe what non-standard means and how a non-standard can be standardized, just in a way of how it can be deployed, yeah, okay. so let's tok about these: a high-impact, non sterilized units, and how does the process work in terms of how a buyer buys, publishes inventory shirts on? ya later just started with how it's done, how it's done outside of RTE, yeah, but yeah, that's why it's called custom projects. oh, yeah, a high impact custom integration. so this is basically the way that it's handled still today. yeah, it's a manual process. mean so we have a publisher, it has a website. on that website you have your standard head, you rectangle leaderboard skyscraper. but if this is your, you monitor the trend is that the markers are getting bigger and most website are still kind of, you know, targeting the older browsers to be safe. so there's usually you have like gutter space on the side that you know the unused space. it stays, it's out of page left content and it's really not you. sometimes you see just some design elements or something out there, but that's really where what traditionally high impact comes in. that's our name comes from. we started with background skins. yeah, that was kind of like the, the first you know emergence of the homepage takeovers. hmm, so all this is done right now is today. you know you have a publisher, like you know a single publisher. then you have a buyer. you know the buyer as it creative and what they do is they take a publisher. you know it's a one-to-one relationship, yet they call them up rfp process, insertion order. the creative Department, you know, looks at the website design something specific to the side. you know there's a, you know a certain, you know certain tries is pre-negotiated, if you know it runs maybe for a week on the entire home page. every impression is serve and after that really the creative dies. because I only work on the side, yeah, and it's kind of like it's very manual, very time and cost consuming process. so actually, even though these homepage takeovers have, like you know, usually icp-ms, obviously they have, you know, much higher impact and better performance, CTRs and so forth, but it's a lot of a budget- like up to thirty, forty percent is really lost in the process, just the manual process, all the people who are involved and obviously the time is an issue. 2, and then after this is the one-time transaction. you know then they might have another custom creative on a different website. so this all seems to be an outdated process. it miss, yeah, yeah, and it's laggy, but this does not take advantage of any of the new programmatik. you know, real-time bidding things you can do. you know, mainly the ability to bid on impressions, instead of having a block of, you know, of, pre-board impressions. you know, and and doing this at scale, which would be what is, yeah, you know, you should not be able to have a custom creative that only serves on one website for a certain period of time. you should never create it that you can, like you know, buy them wherever you want to buy it wherever your audiences. yeah, so there's a number of issues, obviously, why this has not been done before. what those issues, the issues? i will just describe this. it's very hard for for the, the publisher, to put these creators on their sonya because it's not standard, it doesn't have a specific side, it's like it's custom. you know, in this, every website is slightly different. yeah, more wider, so much smaller, summer responsive. so that all means that you know every time like the code has to be adjusted. you know, like a, yes, you know the, you know the tiknical people need to, like you know, manually place the code. there is a very intense approach, laid bare hands, creation information and to the touch tank solution. yes, so tell me how you? you guys are kind of fixing this process, okay, so bored. yeah, we try to come up with ways to to make this tradable and to automate. yeah, so that's really what it all about. so, on the supply side, there's a couple of issues that need to be solved. one is the scalability. so we do not want, let's say, you know that your network and you have like 500 publisher, yeah, so even if you do it, you know premium programmatik, you know where you do have like a custom tag, you still have to, you know, send it to all your publishers and if you install it- and it's still a very manual process, so we want to avoid that- the publisher have to do anything. so, since we are really dealing with out of page creative and out of page unit, we're not really touching the existing, yeah, creative in there and if you look, it's incremental, by the way, because it's, all you know, empty space and as otherwise not not monetize, um. so we basically, you know, have a way that we can, remotely from the network level, traffic our tag to the publisher site. and there is that there's no default, no PSAs. so you know, if we're not really aiming to to fill every impression. that's kind of against the whole nature. yeah, um, because these high impact formats that can be intrusive, there's a reason why they have a higher impact. so we want to make sure that the impressions though that there can be sold and bought. you know a truly viewable, you know from a tiknology standpoint and they see what they are to be seen. yes, exactly, i want to make sure that you know that, even like different browsers, for instance, right here at this example, you have like the gutter space, yeah, what happens if i resize the browser to s size right, all of a sudden we don't have enough room here to see the app, so that should not be on freshen that. you buy your pic taken something. if the browser's resize that size, you won't serve the odd, or? yeah, but what we do is we do like a pre-auction detection. yeah, so, for instance, the way that the expandables are handled to this day is: you know everything is done after the auction. you know, if you have a rectangle and like a rich media buyer buys it was expendable, he buys impression, then sense is you know expandable unit, and then you might end up in an iframe or the browser might not be able to display flash or whatever it is, so they have to show it like a backup statik default. so that's not really a good way, especially for the even higher impacting the site formats and so forth. so what we do is every impression we actually check if this is a viewable impression. yeah, you know, we check the. you know the screen resolution in your browser size. you know it's flash, present you no html5 support. you know modern browsers. so let's all determine before the auction happens, and only if the impression is extra viewable, then we write dynamically a call to the ad server. that then opens up the impression. you know over our to be. but these high impact ads, then the programmatik ads or to enable ads, they've got high CPM is. I mean they're, they're the top end of.

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Standard vs Smart Shopping vs Performance Max in Google Ads

if you sell products online, getting those items listed on google is essential for you and your business. in the 2000s, google allowed for businesses to submit their products to google and, in return, google would actually show those products on the google search results pages completely free of charge. but all good things must come to an end, because in 2009, google announced that product listing ads would be a part of google adwords and advertisers would have to pay for each click that they received on these product listing ads. now, google is a business and they need to make money, so one of the reasons why they made this change was because they saw the success for comparison shopping engines like shopzilla, shoppingcom and next tag. over the years, google has evolved this campaign type, which is focused on product listing ads, based on three key things. these things are how the campaigns are set up and maintained, how much control advertisers have over these campaigns and, lastly, the placements in which these advertisements appear. after you watch this video, you're going to have a great understanding of the similarities and differences for standard shopping versus smart shopping, smart shopping versus performance max, and i'm going to give you my honest opinion on which of these campaign types is best for you and your business. stay tuned. [Music]. all right, so that we are on the same page. i want to show you where product listing ads appear inside of google search. so i just did a search for basketball jersey on sale and you'll notike this section right here that has, uh, the text ads. right above it, you'll see a row of products and when i hover my mouse over them, the image enlarges a little bit. i get information about the price, uh, the seller, and sometimes you'll see return information or shipping information for that product. okay, so, at a baseline, um, that is a product listing ad and you'll also see them sometimes in this right section over here. i would actually say that you'll see it more often on the right section of google if you're browsing on a tablet or a desktop. i want to start things off by toking about standard shopping campaigns. so, as i mentioned before, google announced product listing ads in 2009, and the first version, if you will, of these campaigns were called standard shopping campaigns. so shopping ads. use your existing merchant center product data, not keywords, to decide how and where to show your ads. the product data that you submit through merchant center contains details about the products that you sell. we'll use these details when we match a user search to your ads, making sure to show the most relevant products. so, in summary, business submits product information to google and then a business pays based on a cost per click model. okay, so i'll read this section. just like other ad formats, your shopping ads partikipate in an ad auction. you're charged using cost per click when someone clicks on your ad. so you're charged only when someone clicks an ad that leads to the landing page on your website or to a google hosted landing page for your local inventory. now, as we're comparing standard shopping versus smart shopping, versus the new performance max, one of the main areas that we need to look at is the placement, or where the ads appear. so standard shopping campaigns, which is the oldest format, appears within the shopping tab on google search, google search and google partner websites, okay, and you'll also notike, as it says here, also the google images tab, um, inside of google search. you can see them there. the big thing with standard shopping ads is the amount of control that you have over things like bids, over things like where, the, uh, where you are running the advertisements. so, like the- the location, you can set bid adjustments based on the location. you can set bid adjustments based on the device. you can get as granular with standard shopping to set a bid at the sku level, so you can get as far down as to set a bid at the product level. okay. so you have a ton of control and google gives you a ton of data and information to help you optimize the standard shopping campaign right. so, for example, you can see these search terms that users are typing in that then trigger your ads to appear and be clicked on. um, very, very, very powerful information. another thing that you had the ability to do with standard shopping campaigns, as i mentioned before, you had the ability to see the search terms, but you had the ability to add negative keywords so that your ad would never trigger. if someone typed in a word- um, that was one that you listed. so, for example, if you sold women's basketball shoes but you did not sell men's basketball shoes, you could add a negative keyword in for men's so that your your your ads would never show when that was searched. so in 2019, google announced smart shopping campaigns- okay, which would be the transition from the standard shopping campaigns that lasted many years. some new placements were introduced into the mix, which include display network, youtube and also gmail. now, to do this, google evolved standard shopping into smart to include a remarketing aspect to it. so, for example, if users were browsing that product on your website, google could show it, uh, in the smart shopping campaign as a display ad, or they could show it inside of youtube or they could show it inside of gmail to that user. so it's no longer just a product listing ad. where someone does a search, they see your product. it has evolved to a retargeting slash display aspect for the ad. now, another one of the big differences with smart shopping is how the campaign is set up and maintained. so i mentioned that with standard shopping you had so much control and you receive so much data to make your optimizations on. well, with smart shopping, the campaign setup is a breeze. honestly. you can do it in less than five minutes. google was really trying to make it so that anyone could set up one of these smart shopping campaigns instead of having to worry about bids at the sku and product and brand level and worrying about device bid adjustments etc. google made it so that really, you just need to focus on what is the return or what is the roi or what is the conversion value that i want to achieve from this type of campaign? one of the downsides of smart shopping campaigns is that you get very little information out of the campaign. so we had toked about the ability to see the search terms as one, as one thing. with standard shopping. that information is not provided in smart shopping. google's rationale for restricting this information is that they are doing the optimizations for you, on your behalf, and so the information is not necessary for you to be able to manage the campaign alright. so, as far as the results, google will tout results like this one, which show a 76 increase in revenue, a 79 increase in conversions, 167 percent increase in roi, and these results seem stellar. so why would you not switch over to smart shopping? okay? so that's the question, you know, does smart shopping perform better than standard shopping? i would say it like this: if you are an advertiser who is not very experienced, but you have a moderate, a moderate size account, you would be better off having smart shopping for your campaign versus standard shopping. now, on the flip side, if you're an experienced advertiser and you know the ins and outs of google ads, i think that you can get better results on standard shopping than you can on smart shopping. i came up with this quick table that highlights the differences of the campaign. so i'll start with standard on the left. so standard: difficult to set up. smart- easy to set up. with standard, you have full control of the campaign, whereas smart relies on automation. with standard there's limited network placement. we had toked about with smart there being more network placements. standard is very time consuming to maintain and operate. smart saves a bunch of time. with standard you can start from scratch with smart. we didn't discuss this.

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Overlay, truview, standard, instream ads YouTube Ad Formats

hello buddy out there. this is scott cricket. i want to tok about the ad formats that you can use on youtube. now, right here, these are the overlay and video ads. what are these? these are the little banners that pop up on a bottom of your vid of your videos. you always want to keep those. check because I'll tell you why. when you have a youtube embed on a different website- if it's a wordpress website or any other weird website besides a blogger- the on things going to show up is a overlay in video ad. and that's it true. you in-stream ads are the ones you skip 45 seconds, you know, and, to be honest, when you go that route, you're relying on the ad companies to have an appealing ad in, or if you do make money- I don't know what that sounds crazier now, but that's true. it's like, is the advertisement good enough to keep watching? and if it is, then you'll make money. if it's not, they're going to hit skip and they're not going to pay you for what you've been doing. so that's why I turn those off. I don't think that's a good idea. now, standard in-stream ads. now, these are the ads that play from 15 to 30 seconds in front of your videos that they are not skippable. now, 15 to 30 seconds is not a long time and I suggest you keep that check marked always. that's probably the best source of revenue you'll ever going to have coming for you now. standard in-stream ads up to 30 seconds in length. what this means is that in the middle of your videos you're going to put an ad, and again, I don't think that's a good idea to ever do, unless you have like an hour long video or something you know like a really long, crazy ass video. otherwise, now you know, standing history mads up to 36 length in the middle. it's not a good idea. in this video contains a paid product placement, not this. it's something that you're gonna have to do with your own network or something like that. it's a someone's paying you money to put an ad inside of there and I suggest you stay away from that, because the ads will always be in your video if you do it that way. so don't ever do that ever. and display ads are shown by default. what this means, actually, I'm not entirely sure. and see run across the areas of size set for the homepage: ok, this is the ad on the top right hand corner that shows up and you know that's fine. you know you can have that on there, no problem. I did know that was part of the funds, though i don't know. i'm not too sure about that one, but at least they happen. so that's. you know. how have you ad formats working out right here? monetize in all countries. you're going to want to think about this now. did you know that eighty percent of the traffic on youtube actually comes from other countries, not the US? so when you say monetize in all countries, that is the best way of doing. it monetizes it globally. so that's how that all works. alright, that's the best one to choose period. alright, I'll see you later.

Fashion industry standards: Debate over model appearance, size

the unaltered photo of 48 year old Cindy Crawford is sparking a new discussion this morning. the picture we first showed you yesterday focus attention on photoshopped images and whether we can embrace natural beauty. Bonita and I are reports on an issue that's making its way all the way to Capitol Hill. Vinita, good morning. good morning with that image of Cindy Crawford coincides with the start of Fashion Week here in New York. it's a chance to see the newest styles on some of the thinnest women who will ever wear them, reigniting the debate of what size is realistik. I need to see it in. one fashion designer, Elie Tahari, cast for fashion week. he starts off with hundreds of models- she looks good. then he narrows it down to about 25, fairest one. yeah, the relationship between a model and the designer, it's always something that comes from inside. while Tahari says he's looking for something on the inside, what the rest of us see is the outside, and that outside is almost always tall, beautiful and very, very thin. it's important that a fashion model is a fashion model. it's been the industry standard for years, says agent bethann Hardison. she has to be lean, she should be tall, and it's not someone who's full of body that does. that's not fashion, that's something else. I have a fast metabolism at five foot nine and a natural size zero. 22 year old Madison Bradley fits that mold. she's been modeling for five years, working both in the US and abroad. I've had trouble fitting into certain pieces during Fashion Week or because they were too big- well, too small for me, and I'm very tiny myself. after two models died in Europe from anorexia related causes, the fashion industry in Spain and Italy began monitoring how thin a model can be based on her body mass index, or BMI. Israel has gone further, passing a law that requires a model to have a BMI of at least eighteen point five. in comparison, American women on average have a BMI of twenty six point five and wear a size 14. the Israeli law also required that any print ad that has been photoshopped says so. young children are being affected by imagery every single day. plus-size supermodel Emmy wants regulations in the US, especially around photoshopping. young girls are thinking: that's how I want to look like. I look at you and I think there's no way she could have been photoshopped. have you been photoshopped? I have every single picture has. it could be from my complexion to my weight. a Girl Scouts of the USA survey found 89% of teenage girls feel the fashion industry pressures them to be skinnier. definitely by the time I was 12, I was restricting what I was eating. Kathleen McDonald, policy director at the eating disorder coalition's, says her body issues started from fashion magazines at the height of the problem. how bad was it? I had started to give up and was planning to take my own life because I was so sick of sick, of being sick and sick of not getting better. it took McDonald 20 years to recover from both anorexia and bulimia, a fight she has detailed before Congress. her Coalition is now sponsoring three separate bills calling for eating disorder education and for greater transparency in advertising. what do you say to someone who says this is something that can't be legislated? you can't force education. I say that we can. we have to start with something. I am committed to doing this until not one more person dies prematurely from an eating disorder. okay, sideway Tahari says the solution to unhealthy models shouldn't come from Congress, but from the fashion industry itself. every designer need to take responsibility. they have to deal with the real things: real women, real sizes, real model. I'll be your outfit, you'll be hot and it's good for business. Kathleen McDonald told us she plans to testify again before Congress later this year. as for the designer Tahari, his show will debut at Fashion Week tonight. one interesting tidbit about to heart: he told us that even though he uses regular size models on the runway, he fits all of his clothes and designs them for regular-sized women. he uses women within his own company, mm-hmm, maybe that's some of the city's got the beautiful clothes. he certainly has a right idea, but I feel we've had this conversation for a gazillion years and you still have somebody saying a59 and natural size zero. nothing ever changes in terms of the people they put on the runway. and then average American woman is a size fourteen, plain and simple. it's very frustrating sitting here watching, very frustrating sitting here watching that piece. I will say in Madison's defense she did say if we were to see everyone in her family, they're all that size. okay, yes, all right, Vinita, thank you.

Optimizing Ads for Conversions that Matter [Part 1: Facebook Standard Events]

welcome to family preneur, the podcast for parent entrepreneurs raising capron ors. it's time for your weekly dose of inspiration and actionable tips to build your business and find better balance, all while strengthening your family. and now we'd like to introduce your host. she's my mom and the bombcom. you are listening to episode number 72 of the family preneur podcast. over the month of February, we are diving deep into leveraging the Facebook pixel and our marketing. Monday episodes and today we're going to tok about tracking conversions that really matter. so last week, we toked about what the pixel is and how to install it. if you missed that week or you just need a refresher, feel free to go back to Meg Brunson comm slash 69 and listen to that episode. today, we're going to take things a step further, though, and we're going to tok about tracking actions that happen after the user arrives on your website. so optimizing for conversions with standard events. standard events are one of two ways to track conversions or actions that happen after the user arrives on your site, so they are the tikie err of the two options. if you are not super tiky, I still encourage you to listen to this episode anyhow, even if you opt to use the less tikie custom conversions, which we will tok about next week. it is important to have a basic understanding of why these two tracking methods are different and how they each work. so let's dive into standard events. there are currently 17 specific actions that Facebook recognizes as standard events. these are actions that most advertisers are using, and they include things like add to cart, complete registration, lead, purchase and view content. so no matter what your business type is, I'm willing to bet you can see the need for these type of tracking actions. so just as the pixel is a snippet of HTML coding, so is a standard event. the difference is that the base pixel is installed in the header of your website so that it fires an every single page, whereas the standard event is installed and the page that the user lands on after a conversion takes place. so, for example, we one of the standard events I mentioned just a couple of moments ago was purchase. you would install the purchase conversion standard event and the thank-you page that your user reaches after they complete their purchase. if you want to track how many people begin the checkout process, then you'll install the initiate checkout pixel and that page where the checkout is initiated. if you want to track a landing page to see how many people are viewing your content, viewing your products, before they actually Add to Cart or take fuller further action. then you're gonna install the view content standard event on those pages. does it make sense? so how you install standard events will depend on your website and your existing pixel installation. I have demonstrated two ways to install standard events in two separate videos which will be shared to both YouTube and on my website, in the show notes at Meg Brunson comm slash 12. but don't go anywhere yet. I have a couple other best practikes for you when it comes to standard events. so there's a couple things I want to make sure we address. number one: capitalization matters. in both of those videos I show you that you can go into your pixel dashboard. you can copy the code and then you just paste it into the right section of your website, just like with the base pixel. but here's the thing I want to make sure you understand: capitalization matters. so if you are going to try to any of that coding on your own, you need to make sure the capitalisation remains exactly the same as Facebook has set it up in ads manager in order for everything to track appropriately. it's for that reason I don't recommend you edit standard events until you're really comfortable with the code and with this whole process of pixel tracking. so back in the show notes you're gonna see how to install standard event tracking on a WordPress website using script tags, and I'm also gonna show you how to install the Facebook pixel on car. try inserting the standard event snippet into the base pixel. now let's tok about the benefits of using standard event tracking. with standard events, you can create audiences of people who have taken specific actions on your website. for example, you can use standard events to create an audience of people who viewed content on your website and an audience of people who've completed a purchase. then, when you're running your ads, you can build an audience of people who have viewed content but not purchased yet. this way, your retargeting exactly the people that you want to see your ad. you can also use any of these audiences to create look-alike audiences of your best performing audiences. so a look-alike audience based on the people who have purchased from you in the past is likely going to be a stronger audience then a look-alike audience based on anyone who hit your website, since not all of those people stuck around to become a customer. the sample size just isn't as valuable. once you've set up your standard events, you also are going to be able to track more in-depth analytiks. we're gonna dive into the analytiks more in a couple of weeks, but basically this will allow you to make more educated decisions about your ad performance and understand your customer journey by troubleshooting your sales funnel if needed. you're not gonna want to miss that episode. there is enough content that I can't get into all the analytikal stuff right now. so if you haven't already subscribed to this podcast, be sure to go over and hit the subscribe button on your favorite podcasting platform so that you'll be notified when that analytikal podcast episode releases. it's gonna be a couple weeks. third, you can optimize your ads for the conversions that matter most to you. so once you've set up your pixel with Facebook standard events, you'll be able to choose the conversions objective so that you can act amaizing to get the most conversions that you actually want. so often times I'll have prospective clients who are running traffic ads because they thought they wanted to drive traffic to their website because they had products available for sale on their website, but what they really wanted was for people to buy those products. so what they should have been doing is running conversion ads to not only drive traffic to their websites, but to get the leads and purchases that would directly impact their revenue. now, even that is a little more cut-and-dry than it actually is in real life. so the way the ad algorithm works is that Facebook considers your objective and optimization goals when determining who to show the ad to. so if you run a traffic campaign, Facebook knows, first of all, what people are most likely to click have a traffic ad and, second of all, Facebook will analyze the people who are clicking so that it learns who of those people are clicking. then it's gonna optimize your delivery appropriately. so if you switch the objective to conversions, you will see better results because facebook will show your ads to the people that most that are most likely to take that action. now another piece of that optimization puzzle is that Facebook needs to see 50 of those actions within a week in order to optimize appropriately. so if you're not getting 50 in a week, your choices would be to increase your budget so that you are getting 50 purchases, or to move your optimization goal a step up in your purchase funnel. and that's where having additional standard events installed is going to be beneficial for you because you may not have to go all the way back to a traffic campaign, but you could take a step up your sales funnel and optimize your ads for people to Add to Cart rather than purchase, which would allow you to get 50 of those Add to Cart standard events and therefore optimizing your ads more effectively. I hope that process makes sense. remember, if you ever have any questions about this stuff, you can head into the family. preneur.