Last week, if you happened to join us for part one of our two-part Facebook Ads podcast special, we set the scene by looking at Facebook marketing strategy, understanding sales funnels, planning and structuring ad campaigns, and mastering audience targeting. This week, in part two of the discussion, it’s time to switch gears a bit and look at some more advanced topics around ad creatives, ad performance monitoring and optimization, and the very important, highly-converting area of ad retargeting.Joining me again this week to discuss Facebook Ads is EventGrow CEO, Andy Reilly - and what a great pleasure it is to have Andy back on the podcast. In this episode:Focusing on the desirable "after state" in your ad creativesPicking aspects of your race to highlight in your ad copyAligning your ad copy with your ad imagesCreating video adsIncorporating important race info in your adDeciding on, allocating and front-loading your ad budgetRunning price-increase ad campaignsUnderstanding your baseline target acquisition costThe perils of shutting down your campaigns too soon (in less than two weeks)Monitoring your ad KPIs: click rate, conversion rate, ROASRetargeting campaigns: spending little for high returnsExcluding registered participants from your custom audience campaignsLookalike audiences and why they often don't perform well for eventsCommon mistakes people make when running Facebook ads, and how to avoid themMany thanks to our podcast sponsors, RunSignup and Racecheck, for supporting our efforts to provide great, free content to the race director community:RunSignup are the leading all-in-one technology solution for endurance and fundraising events. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. Find out more at https://runsignup.com/.Racecheck can help you collect and showcase your participant reviews on your race website, helping you more easily convert website visitors into paying participants, with the help of their Racecheck Review Box. Download yours for free today at https://organisers.racecheck.com/.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about paid marketing or anything else in our Facebook group, Race Directors Hub.