DeFazio Ward-Segura Engage SpeakerAshley will be speaking on Paid Social at Engage 2020 which will be taking place March 12th and 13th at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

1) Please give us your background and let us know what you do for a living.
I graduated with a Journalism degree and minored in Public Relations. At the time, moving to online content and social media seemed to be a likely transition. When my insurance agent asked me to create a website for him and manage his social media accounts I accepted the new challenge and opened my first digital marketing agency a year later. Since then, I’ve worked with brands around the world crafting social media and content marketing strategies and am currently the VP of Operations for TopHatRank, a search and social agency in Los Angeles.

2) Why should a FB ads strategy differ from an Instagram ads strategy?
Simple, they are two different platforms who require different content types and engagement strategies. Facebook may own Instagram but the users on Instagram respond completely differently to content on Instagram than they do on Facebook. Which is why brands and businesses need to have separate different strategies and content to share on each platform.

3) Can you please share some common characteristics of effective FB ads?
Effective Facebook Ads should be able to warm up a user, whether that user is new to the brand or returning. The ads should be setup to attract potential customers at any stage of the buying journey and help guide them to completion.

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