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What I Learned From My Chat with a Facebook Advertising Expert

Last month, I had the opportunity to have a real-life conversation with an advertising expert at Facebook. Yes, the same Facebook that doesn’t seem to have a phone number or email address listed anywhere on its website and the “help” section is a collection of FAQs from other Facebook users like myself looking for answers. Before I start dogging on the customer service at Facebook – I will tell you this expert actually reached out to me, offering a free session to talk all things Facebook advertising.

Two thoughts went through my head: the first was “this must be scam.” Facebook is a huge company, why would they care about a social advertising campaign I’m conducting on behalf of a client? And, two: “if this is real, I have to jump at the opportunity.” Lucky for me, it was real and I took full advantage of the 45 minutes (15 minutes longer than scheduled) that I had him on the phone.

Here are three things I learned from my conversation with Facebook advertising expert Cameron and a tip about what Facebook’s recent negative press about how the company collects and shares users’ personal data can mean for your current and future ad campaigns.

  • We’ve heard time and time again visuals are key for Facebook ads so, when applicable – use them! According to Facebook, the number of videos appearing in Facebook’s news feed has increased 3.6x year-over-year and posts with images earned 87 percent of all engagements.
  • Take your visuals one step farther by creating a carousel. The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.
  • Utilize the Text Overlay Tool. Facebook doesn’t allow you to run an ad with too much text (20 percent to be exact) so before you finalize your image, check it against the tool to make sure your ads won’t get docked and you’re reaching as many people as possible.
  • In the wake of Facebook’s recent data-sharing scandal, Facebook is shutting down Partner Categories. This product enables third-party data providers to offer their targeting directly on Facebook. Here is a clip from their statement: “While this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook.” For advertisers, this means data pulled from third-party apps will no longer be used for targeting. Instead, targeted advertising will continue to rely on information provided by Facebook users like their interests, hobbies, demographics and lifestyle.

Are you interested in adding Facebook advertising to your overall marketing strategy? Contact me at drow@linhartpr.com.

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