In this episode, Robert Brill shares his expertise on how to optimally use advertising for business growth. He emphasizes the importance of creative development every 3-4 weeks, iterating ad creatives based on performance and audience resonance.  Robert discusses the shift from keyword targeting to a more broad targeting strategy, which gives Meta's (formerly Facebook) machine learning algorithm the chance to find a business's best customers through accumulated data. He also elaborates on the importance of having a holistic marketing strategy that covers all levels of a sales funnel. He suggests that the most significant metric is the algorithm chosen and how effectively it achieves the business's objectives such as generating more leads. Robert Brill has worked in advertising for 20 years, and is the CEO of Brill Media, a media buying agency that focuses on precision advertising for business growth. The company has been honored 10 times across Inc 5000 and Financial Times 500.  Robert gives listeners actionable tips on: [0:00] Intro [1:15] The design of an ad - what works, when should you change it and how many ads should you start with [2:57] How do you refine ads [5:15] Explaining why people feel they see the same ad over and over, [7:00] How Facebook markets to you [10:15] What's the first step if your ads aren't going well [13:00] What Meta wants from us [15:50] How to remarket [18:25] Funnels and creating a strategy [22:00] Robert’s Book Review [28:40] What should people be looking at as their campaigns go out - are there red flags? [32:30] One big takeaway from this episode Resources mentioned in this episode: Pre-suasion by Robert Cialdini Connect with Robert here: http://instagram.com/brill_media http://twitter.com/brill_media https://www.linkedin.com/in/robertbrill/ https://www.facebook.com/BrillMediaUS/ https://brillmedia.co Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com