On this episode of the Candid Creative podcast, Antonio talks with Sarah-Jane Gwira, an expert on Facebook ads and making them work for businesses big and small. Sarah-Jane started out working for an agency creating organic content, but she found that there was a gap in the market for smaller businesses who could not afford to spend agency prices to promote their businesses. She started experimenting with Facebook ads and found so much success that she left the agency to start her own company with this focus.

Sarah-Jane has found that Facebook ads are beneficial and effective for building brand awareness and generating leads. She also points out that there is an aversion in the creative community to these types of promotions because creatives assume that they are expected to grow their audiences organically. This is not the case, however, and even the gurus will tell you that Facebook ads are essential for expanding your audience and increasing your conversions. Even if you don’t have your own business, but you offer a product or service, Sarah-Jane says that you should start seeing yourself as a business and put in the effort to promote yourself like one.

When you are just starting out using Facebook ads, Sarah-Jane recommends that you check out her course, join some Facebook ad marketer groups, and make sure you review the Facebook blueprint.

She goes on to explain that her main 3 areas of focus when creating a new campaign are:

• Testing the audience by creating personas
• Testing the offer that interests people most
• Optimizing your creative and copy. A good ad will interrupt your audience’s news feed and capture their attention, so it is about more than just getting your name out there.

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@sarahjanegwira

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