It’s often possible to take a great email and repurpose it into a Facebook ad. Especially if you plan to run the ad to a warm audience. In other words, people who already know you in some way.
The risk is we easily get too attached to the ad’s performance. Which sounds silly, but happens ALL the time.
Unlike Google, a Facebook ad provides unlimited space to work with. You pour your heart into an ad. Then you run it, and everybody yawns in your face.
After that you get the showing up hangover, and disappear for a while. Maybe a long while. Or even permanently. “Facebook doesn’t work,” you tell yourself.
If there was a marketing rule you should take to heart for 2019, it could be this:
It can help to judge your success by the number of experiments you carry out, not by whether they work or not.
Of course, you have to organise and document your experiments. Which we’ll talk about tomorrow.