Facebook Ads Strategy: How Marketers Need to Alter Their Techniques

Do you use Facebook ads?

Want to learn the latest strategies?

To discover what's changed with Facebook ads and how to get better results, I interview Rick Mulready.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Rick Mulready, the host of the Art of Paid Traffic podcast. He's a Facebook Ads coach and has numerous courses on Facebook advertising, including the FB ADvantage.

Rick will explore what's changed with Facebook ads and share new strategies that work.

You'll discover best practices for video ads, carousel ads, and more.

Share your feedback, read the show notes and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Facebook Ads Strategy
Rick's story

Rick spent 12 years in the corporate online advertising space, working with big companies like AOL, Yahoo, Funny or Die, and Vibrant Media. He did everything from banner and video ads to search and text advertising. Rick got into Facebook ads around 2010, while still in the corporate world.

This was when Facebook was making a name for itself as a social platform, when small businesses could post on their pages and people would see it, and when Facebook started to allow business to advertise.

Rick loved Facebook advertising. He saw the power in it, and taught himself as much as he could. He started running campaigns for entrepreneur friends while still in corporate, and the rest is history. Rick left his job at the end of 2012 and has been specializing in Facebook ads ever since.

For the first couple of years, Rick focused on social media in general. He hosted the Inside Social Media podcast, where he interviewed the heads of social media from some of the biggest brands around the world. That was great, yet Rick still gravitated toward the Facebook ad side.

In January 2015, Rick started the Art of Paid Traffic podcast, where he covers Facebook advertising and everything else to do with paid traffic such as YouTube ads, copywriting, landing pages, metrics, analytics, and so on. It's a combination of case studies, interviews with experts, and solo shows.

Listen to the show to learn why only big businesses could really utilize Facebook ads in 2010.

How Facebook Ads has evolved

A lot has changed in Facebook advertising – such as targeting – over the past year or so, Rick says. For instance, you can upload your email list and create a targeted audience out of them. Also, you can retarget people coming to your website or a landing page.

When most people think of targeting, they think of interest targeting, which is targeting fans of another page or somebody in their space. Facebook has recently rolled out detailed targeting. Before, if you wanted to target fans of Social Media Examiner or Entrepreneur Magazine, you could only do one or the other. Now, you can set up ads to target people who have an interest in Social Media Examiner and Entrepreneur Magazine.

To take it a step further, you can exclude an audience. For instance, target fans of Social Media Examiner and Entrepreneur magazine, but exclude people who like Inc. Magazine. It's a much more detailed subset of that audience.

When Facebook reported its Q4 earnings, they basically said their customer is not the advertiser. While they're making money off of advertising, their customers are the 1.5 billion Facebook users. Facebook recognizes that without these users, they won't have people coming to advertise on the platform. Therefore, Facebook is protecting the user experience. They want to make sure advertisers think of value first to take care of Facebook users.

While you can still run an ad to an opt-in or registration page,