Hello Reader, Whether we like it or not the current state of social media is pay to play. While there is some success in organic posts on various networks like TikTok and LinkedIn the chances are you're looking for quick results. That's where paid ads come into the equation. The one rule for paid ads is simple: Test. Test audiences, test copy, test creatives. To keep this email to a reasonable length we'll just look at the Meta (Facebook) Ads platform. There are three types of objectives...