Posted by Scott Bywater in Facebook Advertising, marketing, Social Media Jun 28th, 2017

I’ve looked under the hood of a number of Facebook campaigns over the last
few weeks, and here’s what I’ve noticed:

The ads are just the tip of the ice-berg.

There’s a whole lot more to mastering a Facebook campaign than just writing
good ads.

And yes, I say that as a writer.

What do I mean by this?

Well, I looked at a campaign today and there was absolutely zero tracking in

Big problem.


Because how can you know which ads are working if you don’t measure them?

How can you know which age groups are responding to your ads best?

Which hooks work?

Which interest groups?

Answer: You can’t.

The other big issue is: the funnel.

You simply can’t expect an ad to work based on itself alone.

Someone is scrolling through Facebook.

They have zero interest in you.

Your ad pops up.

They might enter their name and email into a lead ad.

But they’re VERY unlikely to buy without a thorough follow
up campaign.

Remember what I said earlier…

The ad itself is just the tip of the ice-berg.

You need a well thought out sales process to make it work

You need to switch-up the ads every few days so people don’t
stop paying attention due to “banner blindness.”

You need to retarget with testimonials, and then track who watches
your videos – and take them down a trust building sequence.

Scott Bywater

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
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