Facebook—and social media in general—has changed quite a bit these past few years. Before, it was seemingly easier for businesses to get exposure without paying for advertising. Now, thanks to various Facebook updates designed to improve user experience, business accounts are more limited in reach, thus pushing companies to pay to play, which can be very confusing even to marketing pros.
First, you have to find the right target and objective. Then you have to create the ideal copy and creative to persuade that same target to take action. And then there is choosing a Facebook ad type. Should I choose carousel or video?
