P 100,000.00

That is how much test budget (in pesos) my marketing clients have entrusted to me to use for their initial foray into Facebook marketing. After showing the initial but usually promising results, many of these clients were convinced enough to continue Facebook marketing with a specialist digital agency and/or an in-house digital marketing team.

How much did I learn from directly spending P100,000 of other people’s money A lot?!

… Including the 100,000 Facebook brand rules?! which inevitably change as Facebook continuously evolves to enhance the customer experience.

One Facebook rule is that a boosted post should not have a photo with more than 20% text. The “explicit” rationale given by Facebook is that text slows down the delivery of the message. Not mentioned is that text reduces the visual aesthetics of the post (a picture is worth a thousand words so why add more?). There may be other reasons but these are left to speculation.

A whole set of rules govern the use of the Facebook logo and brand.

Several times, my ad post was disapproved outright or stopped in the middle of the campaign because of a perceived violation of a brand policy. Facebook allows an appeal and sometimes you win, sometimes you dont. And when they turn down an appeal, Facebook gives you a link to their latest brand identity manual.

Here is the link…
https://en.facebookbrand.com/guidelines/brand

The manual can be downloaded at…

https://facebookbrand.com/wp-content/uploads/2016/08/facebook_brandassetsguide.pdf