Targeted Ads are not for C-Level executives
C-level executives are not immune to Targeted Ads. It is fundamentally wrong to think that executives won’t click on targeted ads or fill up lead forms. While in the recruiting business, I’ve spent ten grand on Facebook Ads, targeting CTOs looking for […]
Key takeaways after working with FB Ads for ten years
For about 3 years, I ran Facebook Ads for small local businesses. I then joined a San Francisco-based startup as one of the first engineers to work with the Facebook Ads API. I was there for more than seven years, […]
Seed Audience Quality
One of the most powerful features in the Facebook Ads platform is the ability to target similar people. The question is: similar to whom? I couldn’t find any FB tech partner that is measuring the quality of the seed audiences. The […]
When to remove a platform from your Facebook campaign
Facebook gives you 4 platforms where you can run your ad: Facebook (of course), Instagram, Messenger, and Audience Network. By default, you will be advertising in all of them, but how do you know when to keep or remove one? […]
Optimizing Facebook Ads for sharing
There is only one audience more valuable than your current customer: people sharing your content. They might be your customers, or not, but the fact that they think your content is worth sharing with their friends, that it will make […]
A no-so quick guide on how to optimize Facebook Ads
Facebook Ads Manager offers you so many ways to optimize your ads, so many ways to visualize the data, that it might feel overwhelming. I will give you a quick and easy framework to optimize your Facebook Ads. First, you […]
How to design Audiences for Facebook Ads
You can divide audiences into two groups: prospecting and retargeting. Prospecting: Interests: use the Facebook Graph to target people by common interests related to your brand. Lookalike: people similar to your current customer. Retargeting: Customers: a custom audience with your […]
The cost of reaching people
Or rather, the attention cost. If Facebook has printed your ad 1,000 times and it cost you $10, it doesn’t mean anything from the optimization point of view. It is 0.01 cents per impression, what a bargain, let’s get more. […]
Facebook Custom Audience Pixel
How do you know what the right audience is? This question is probably one of the most important in marketing. Target the wrong people, and you are wasting ad dollars. Target the right people, and you will build a money […]
Learnings are your best conversions
If you are spending money on ads, it feels fair to ask for results. You are giving away dollars; it makes sense that you want dollars back. There is a currency far more valuable you can get from paid ads: […]