Rules to Better Marketing - Facebook Ads


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  1. Do you know how to advertise using Facebook Ads?

    ​There are a number of resources available which explain how to use and utilise Facebook advertising and make it work for your business. ​

    ​The best resource is ‘The Facebook Advertising System’ available from LeadPages:

    This free course comprises of videos, mp3s and handouts which build a comprehensive view of how to get Facebook Ads up-and-running and performing for you ​​

  2. Do you know the text limit for images?

    ​Advertising on Facebook means you will have to adhere to the guidelines Facebook have created: One of the most important guidelines to follow is the 20% text rule on all ad images.

    This requires that there is no more than 20% text on any image used in Facebook Ads. This limit includes logos and slogans. Failure to meet this guideline will result in your ads not being approved by Facebook, and will require you to adjust the text amount on your image before they can be run.

    Facebook have created a grid which can be used to check if you meet this limit:

  3. Do you know what metrics you should have around your Facebook ads?

    ​Facebook ads have a limited run. Often, ads will work for a certain period and then become in-effective. It is important to monitor ads regularly to see if they are still performing. 

    Underperforming ads should be paused and tweaked before resuming use. The smaller the potential audience the quicker the ad will become less effective. Testing can be carried out on the copy, image, demographics and interest groups – altering these variables will give you a range of different results.

    Reporting is vital to determining the success of any campaign, as it allows us to clearly see and compare each campaign and decide which should be altered as they are ineffective and which are performing well.

    Facebook allows you to customise your reports, allowing you to measure the success of your campaign based on your goal. If your goal was post engagement you may want to customise your report to show Post Shares, Post Comments Post Engagement, Post Likes, Frequency, Cost Per Post Share, cost per Comment, Cost per Engagement and Cost Per Like. All of these factors are important to be looked at to provide a full overview of the campaign.

    Enagagement Report.pngFigure: Post Engagement Report

    Other goals for Facebook Ads may be Page Likes, Conversions, and Website Clicks. An overview provides you with a basic report of your campaign, featuring; Results, Amount Spent, Frequency, Page Likes, Website Clicks, Post Shares, Post Comments, Post Engagement and Post Likes.

    Overview report.pngFigure: Overview Report

  4. Do you Re-Purpose Your Pillar Content for Social Media?

    ​You spend a lot of time and money creating great video content, so you need to make sure that you get the most out of your time and money.

    Content creation wizard Gary V (Vaynerchuk) has shared a great model for this on his blog called the 'reverse pyramid' where you start with a start with a video, that you are able to repurpose into dozens of smaller pieces of content, contextual to the platforms that you distribute them to. 

    This could take many different forms — for example, if you’re not comfortable on video, you could record a podcast. You might even film yourself recording the podcast so you could have a video out of it as well. And from that video or audio clip, you can create content for Instagram, Twitter, Facebook, LinkedIn, and more. 

    You can find an explanation of the Gary V Content Model at:


    This is the content that will be used to create all other types of content. They include:

    • Interview
    • Q&A
    • Presentation
    • Educational Video
    • Daily Vlog
    • Demo
    Video: ​A pillar video shot at NDC Sydney and published on SSW TV, you can cut this video into smaller sections and promote it though social media


    The pillar content will be used to create repurposed content to be distributed across the internet. They include:

    • Blog Post - transcribe using and then rewrite as a blog post
    • Podcast Episode - Export audio for podcast
    • Follow the process to convert the video into a blog post


    Micro content are smaller pieces of content created from the pillar content. Each piece of content will be created with the purpose of send the consumer back to the pillar piece of content.

    Each type of micro content should be created specifically for the platform you are sharing it on.

    These are the types of content:

       1. ​Create 2-3 shorter videos that contains the best sections of the pillar content:   

           - create a version of the video for Facebook, Twitter, LinkedIn and Instagram and Instagram Story

           - use to transcribe the video and create subtitle files 

    ​​       - write the copy for the update


    Video: An example of a smaller video you can used to drive traffic to your YouTube Channel

      2. Create a Quotable Card with a great background image:

           - create a version of the video for Facebook, Twitter, LinkedIn and Instagram

           - write the copy for the updateASPNETCORE30_ENDPOINT_AUTHORIZATION_WITCHCRAFT.png
    Figure: Go​od example, create​​ a version of the video for Facebook, Twitter, LinkedIn and Instagram

       3. Create a Giphy with one of the main points and a moving background video from the pillar content
           - write the copy for the update​
    ​​​​ 4. Create a blog post from the audio

          - use transcribe the video file and re-write the transcript as a blog post

          - Post the blog post to, LinkedIn Articles and your blog​​​​


    At 12:00pm you should post your pillar content on all platforms. On 12:01pm you should post all your micro content.

    Remember the micro content should promote your pillar content.

    You should also publish the blog post. You will republish the blog post on other websites in 2 weeks in Step 6


    You must reply to all comments and use these comments to find out what content should be created next.


    At the end of the week you will email the best video out to your list with a listing of the other videos.


    You need to wait 2 weeks before republishing the blog post to other platforms so Google knows that your website is the source of the blog post.

    The sites you will republish to are:

    • Medium - Using the WordPress​ publishing tool
    • LinkedIn Articles
    • Quora​