Idea #5 — Understand the three Facebook advertising roles.

Idea #3 — Speak to, and pre-quality, ideal prospects.

Idea #4 — Take compliance very seriously.

Idea #2 — Understanding the nuances of Facebook audiences is critically important.

Idea #6 — High-quality ideas and messaging are the most powerful tools in your toolbox.

Idea #1 — Facebook primarily is a social platform, not a selling platform.

Do not carelessly boost posts. Boosting a post creates an ad out of an organic post, and that ad is now judged by advertising policies — not the loose standards for organic posts.

Facebook also gets data by analyzing the copy in your ad, the images or videos in your ad, and even the content on your landing page.

As Facebook advertisers, part of our job is understanding the human element and creating ads that drive people to take action. But a massive part of our job is working with the algorithm.