Clients regularly ask me to target a demographic or occupation for which Facebook doesn’t currently have an available option. (I say “currently” because the options change.)
During a phone conversation last week, my Facebook account representative and I discussed the system I use for auctions. We got on the topic of video ads—which I use very sparingly (maybe 1% of campaigns). She told me that their internal research found that the best video ads are …
Last Tuesday, Mark Zuckerburg announced that Meta will pull back its third-party fact-checking of user content in regards to potential hate speech. In lieu of this, Facebook, Instagram, and Threads will be policed by community notes—the systems currently used by Elon Musk’s X (formerly Twitter).
Last year, I built 815 Facebook campaigns. I’m transparent with my anonymized results because they help us all calibrate our expectations.
Auctioneers regularly ask me, “How much more would it cost to advertise across multiple states?” or “What would I need to budget for a national campaign?” If you have the same question(s), here’s the answer:
I’ve noticed that few auctioneers have a page on their website for prospective consignors. Most auctioneers have me send interested sellers to generic auction event pages or unpopulated catalogs where the potential seller sees no sales copy, no button to click for consignor terms, and no form for submitting units to the auction. It’s as if we’re telling people willing to pay us a commission, “We want your equipment, but we want you to figure out how to work with us.”
I was relieved when what I create for my clients also got fantastic results for me. Auctions don’t work unless the marketing for them does, and I’m grateful for all of the practice on client auction campaigns that helped the marketing of my MINI work so well.
