Get creative My advice is to be creative and disruptive with your Facebook ads. Some studies have shown that you’ve got 6 seconds to grab people’s attention and get your message across. If it takes any more time than that, then people will simply scroll on by and your ad will be lost. Remember that Facebook isn’t specifically a business social network. If you’re targeting a B2B audience, then it’s unlikely they’ll be in a ‘business mindset’ when they’re browsing Facebook. So you have to create ads that are eye-catching and instantly grab people’s attention. I’ve found that carousel ads can work well if you’ve got multiple products to promote, or a product with several different features. You can have all the products or features in a sequence on the carousel, and then have a CTA at the end. Time it right There’s always been a lot of discussion about the best times to run a Facebook ad. For B2B, the best days are usually Monday-Friday. However, ever since lockdown was imposed, I’ve noticed people’s behaviours are changing on Facebook. It’s not surprising, since more people are now working from home. My advice is to constantly test and track your ads. Alter them based on your audience’s behaviour and whether they’re working from home or not. Try A/B testing A/B testing is very important when advertising on Facebook. It’s how you work out which ads perform best. My process is to have 2 ads running simultaneously, aimed at the same audience. The three metrics I focus on are conversion rate, cost per lead and cost per sale. I’ll run the test for 2 weeks minimum. I’ll drop whichever ad fails the test - and carry on running the winner! The Inbound Marketing Playbook / 33