The success of any Facebook advertising campaign is going to depend 95% on the work that is done OUTSIDE of the Ad Manager, and 5% of the work that is done INSIDE the Ad Manager.
The most important part of the 95% is your homework. That's you learning about the product or service that you (or your client if you are an agency) are selling to the point where you know it better than anyone else does. You know how it works, how it was built, what ways it's better than competitive offerings, the language customers use to describe it, and all the other myriad facts that make it unique.
Make no mistake, this process is tedious and time-consuming, and it may take you several days to several weeks to gather all of the information depending on how complex the product or service is.
The advertising wizard David Ogilvy once said, "You don't stand a tinker's chance of producing successful advertising unless you start by doing your homework." It was true in 1959 when he wrote ads like the one for Rolls Royce shown in the picture above, and it's still true today.
If you are the person writing the ad, don't skip over this and don't outsource it.
If an agency is writing your ads and you aren't tired of their incessant questions about all aspects of your product or service before they've written a single word of copy, then find a new agency.
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