Decoding Facebook Adset Level Marketing Secrets

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Over seven million businesses will invest over $80 billion across Facebook’s apps and feeds in 2020, and most of them will not do it well.
FB is the world’s most powerful marketing platform, but few make the effort to understand how it really works.
And that’s no surprise — it’s complex, disruptive, and it changes weekly.
I spent seven years working at FB between 2012 to 2019, first helping companies invest over $1 billion on our ad platforms, and then using FB myself as a marketer.
I learned some fundamental principles that can help decode how it works today, and also signal where the platforms are likely to head in the future.
To try to sum up this code in a line:
Use Facebook the way it was intended to be used, which means bringing real value to users with fast, fresh, and native content, and running signal-rich, liquid campaigns that allow the new Machine Learning capabilities to work their magic.
To caveat, these principles are written with larger advertisers in mind (e.g. $5m+ annual spend), but most will be applicable to smaller advertisers also.
To learn the principles is easy, but to have the organizational patience to follow and test them is often far more challenging.
For those that do, the rewards are worth it.