When it comes to how you approach your Facebook Advertising, a lot of people seem like they’re looking for a color by numbers blueprint for how it should be done, every time.

You’re not getting that here. Why?

Because while some businesses and organizations have a lot of crossovers, everybody’s situation is unique. It helps to think about it like chimpanzees. Sure, human beings and chimps are similar - in fact, we share 96% of our DNA structure with chimps. And yet, I’m willing to bet you’d argue we have some pretty fundamentally different needs.

So too with your advertising. So real Talk: it’s irresponsible to claim I can make you thousands overnight by following a set plan of action. I’m not going to tell you what to do, and I can’t control the choices that you make.

What I can do is help you to make the smartest choices for how to approach Facebook Ads.

1. Organic Stacking

You’ve heard me say it before and doubtless, I’ll say it again because it’s the truth when it comes to so many things to do with your business: Content is key. 

What that content looks like is up to you. Is it in long or short form? Is it audio, video, graphic, or copy? You should know what works for you, and what works for your market, and this matters.

Don’t get preoccupied by the 90% of content that falls flat or doesn’t convert. Instead, look at the 10% that people are enthused about, and see what there is about this content which has a gravitational pull for your audience. 

Then repeat it.

When it comes to content, it should be about your audience, not about your ego.

2. Evergreen Ads

The 4Ps in this situation will help you to create adverts that are always right. This easy route is built up four simple steps that play with the concept of pleasure and pain.

• Punch
  Wake your audience up and alert them to the situation. Make it bold, and eye-catching. Punch them in the face with your information.
• Paint
  Tell them a story of where they’re at. Let them feel seen and soothed, and understood.
• Press
  Identify the pressure point you hit in the punch, and then press a little harder.
• Provide
  Give them the remedy for the pain. Tell them how what you’re doing can soothe the thing that hurts.

How often do I recommend doing this? Every single time you make an ad.

3. 80/20 Content Creation

You want to experiment to make sure that your work is doing what it should do. This means looking at your work and finding 20% of your ads that push 80% of your sales.

Test widely, and assess them using No Mess Metrics. You want to know your click-through rate, the cost, conversions, and revenue generated. 

This involves you being brave and assertive, and not getting distracted by the other measures of success. Bring it back to the No Mess Metrics, and what isn’t getting your results there should be culled.