The Meta Ads Playbook
Struggling to navigate the ever-evolving landscape of Facebook ads? Feeling overwhelmed by targeting options, campaign goals and confusing metrics? Nineteen tactics for getting Meta advertising to pay.
11 chapters · 16 pages · ~12 minutes to read
Why run Meta ads?
Speak your audience's language with local details
Know your audiences
Forget casting a wide net
Not everyone seeing your ad knows you
Lookalike audiences
Custom audiences can be a goldmine tactic
Develop a lead magnet, and beware ad fatigue
Audience decay, and the pain points Instagram craves
Segmentation and trendjacking
UGC as ad creative, and editorial ads
Written for teams that own Paid Ads.
Advertisers running Meta campaigns that have stopped improving
Founders who want to understand what their agency is actually doing
Ecommerce and local businesses whose audience lives on Facebook and Instagram
Anyone about to build their first lookalike or custom audience
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