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The most powerful thing about Facebook is the targeting. They have an obscene amount of data about their customers - far more than anyone else - so it translates into the ability to target better there than any other platform.
If I’m selling women’s fitness apparel, I can target women who are into fitness, not a general audience.
There’s a lot of testing you can do to measure lift if you care about that sort of thing.
Does the strategy of build an audience that's familiar with your brand and product, through engaging awareness ads make sense? Or are you able to use more hard-hitting stuff, with promotions, sales, that sort of thing, to get people to click and learn more about the product on the website?
I'm just trying to figure out what the room is for compelling short form video content, if it seems like all that drives results is the less exciting direct response type of stuff
I work in paid social. We analyze the difference in performance between static, video, gif. Difference in copy. Difference in gender. Difference in ages. We also start off with a few audiences comprised of a mix of interests, behaviors, and demographics to see which personas we should lean into.
Super curious what you found. One thing that was surprising is that as that are optimized for conversion, in this case getting people to click through and fill out a lead form, are hurt by gifs instead of static images. The reason being, is that gifs get more engagement and clicks, but as a ratio, less people fill out the leads form. My understanding is that Facebook charge based on click even for conversions. Is that right?