AdWords is comparatively easy.
You’ve got key phrases. You’ve got short text ads. And that’s about it.
Contrast that to Facebook ads now, and the variables at play are daunting:
A compelling value proposition
Specific audience targeting
Location and device placement methods
Complex metric tracking
Creating advertising congruency.
Not to mention the actual ad creative and image, which are arguably the most important aspects!
Fortunately, there are a few ‘universal truths’ that exist across advertising, conversions, and copywriting. These ‘universal truths’ can help you spot great ads from those that won’t deliver excellent results.
