Think you’ve got Facebook advertising figured out? Tomorrow everything could change.

The most important thing to understand about Facebook advertising is that what works is constantly changing. There are a few predictable trends, however. Holiday campaigns, for example, tend to be more expensive due to the fact that there are a ton of people online, and a ton of competition. So if you’re looking for cheap clicks, Christmas is not the time to advertise.

Don’t forget to switch our your graphics and content every once in a while, since viewers can get bored quickly. And guess what? Your audience insights are good for more than just analyzing data. You can use it to help you decide who to target next.

When in doubt – change up your ad. Pay attention to what’s working and what isn’t. You can’t just set it and forget it and expect to see results.

Want to know more? Check out this article on Entrepreneur.

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