Creating Facebook and Instagram Ads

The following is a strategy for how I tend to execute on Facebook and Instagram ads during my promotion. You can apply this to any type of advertising on social but this guide was made regarding the Giveaway. The goal is simple,: to attract visitors from Facebook and Instagram to register for the give away and to purchase art from the promotion.

Map it out.

When it comes to Facebook Advertising, you can make your strategy EXTREMELY dynamic and detailed, but it’s best to begin by keeping it simple and straightforward.


A few things to keep in mind:

  1. TARGETING is responsible for 90% of your success. Find the Right audiences first

  2. Campaign Objectives for the Giveaway is: Website Conversions

  3. Make sure to always have your Pixel setup

  4. The #1 metric to track is “Cost per Conversion

Ad Copy

If you didn’t know already, “copy” is there term used for the text that accompanies your posts.

I don’t have a specific formula for ad copy but I do have some suggestions. These posts are not story posts, just like on your sales page and in your emails, you want to get to the point quickly and you want the link to what ever you sharing, be it to your sales page or your giveaway, to be inside the first four or five lines of text.

Who says your 🎁 have to fit under the Christmas Tree? (👀HD)
These four posters will never be available again after this month.
🥶Ice Cave With A View 🔥Tree of Fire
🌅Hanauma Sunrise ❤️Lana

Facebook image Ad dimensions: 1200 x 292

Instagram image Ad dimensions: 1080 x 1080

Screen Shot 2019-05-05 at 5.32.51 PM.png

What makes a good ad visual

If you’re selling a piece of art, show the product, not the artwork. By that I mean, show what the people will be winning and/or buying. Showing a digital image of your art (be it a photograph or a painting) is not the same thing as showing the artwork as a product. The product makes it real.

Also, identify with your customers and speak to their needs.

Pro Tip: I did not print these posters to take this photograph. I held a piece of blank foam core then added the digital image of the post on top if it. What was the cost of making this ad image? $0.

Promote/boost what works. When you begin posting about your giveaway, try a few different captions and styles. The one that gets the most attention is the one that you should begin paid advertising with.

For each visual you create you will create 3 versions of it.

  1. Horizontal for facebook

  2. Horizontal 4:5 ratio for instagram

  3. vertical 4:5 ratio for Instagram & Facebook

If you include copy on your images do not allow more than 20% of your image to be covered in Text. You can us Facebook’s Text Overlay Tool.


  1. Create videos that are no longer than 60s

  2. The first 10 seconds of your video are extremely important. Do something in this brief moment that captures the attention of the view and holds it long enough to deliver the bulk of your message

  3. Create multiple versions of each video.

    1. Horizontal and vertical for facebook.

    2. vertical version for instagram.

    3. 15 second version stories on both instagram and facebook


This is the number of times I went live or posted a video during my giveaway

Going live allows Facebook/Instagram to notify your followers that you are available and gives people who are interested in your work an opportunity to participate in your event. It allows them to get to know you and each particular piece of art and provides the opportunity for you listen to the objections of prospective buyers and address them, both live and in your future copy.

Video is more effective than photos to capture attention. The first 3 seconds and the first 10 seconds are key to capturing attention long enough to express the reason for the video and to hook the audience. Plan your first three seconds with high-energy or a strong visual aide to capture attention. You can go to the video tab on to watch any of these videos and emulate/improve on their delivery.

Pro Tip: If you’re doing your giveaway during Christmas, include wrapped presents in your content and gift giving in your context.

Pro Tip #2: Have subtitles hard coded into all of your videos. Not everyone can watch your content with sound on. However, closed captioning disappears when you open a video on facebook and youtube. If you hardcode your subtitles into your video, then they won’t go away when you open the video up. I recommend making your captions black letters a white backdrop. The reverse is difficult to read. I use to get captions written for my videos.

Putting it all together

Hopefully you have watched my two videos on setting up your facebook pixel and creating custom audiences. The video below will walk you though setting up the marketing of your post on Facebook and Instagram.


Understanding how your ad is performing

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Now that you’ve begun spending your money on ads you need to pay close attention to them. Speaking (writing) frankly, you’ll know which ads are performing well and which are performing poorly. In case you aren’t sure, FB has some metrics that can help you understand your ads’ performance.

The chief tool for understanding your ad performance is CTR or Click Through Rate. This is the percentage of people who have viewed your ad that have clicked on the link included with it. The average CTR on Facebook across all industries is 0.90%, which is a pretty low bar. Here you can see some of my click through rates and you can make inferences on them when compared to other metrics, such as reach. More on that in a moment.

The second most useful tool for understanding ad performance is Cost per Result. This measures how much you’re spending on each of the measurable results. As you can see, the first ad had people clicking on a land page and it cost me $0.42 per click. The second had people going to my Messenger. Only one person actually sent me a message, so the cost of that message was $19.48! That might seem like a lot, and it truly was an ineffective ad, but if that messages landed me a new client at $500 then it’s totally worth it. It didn’t, just being honest.

Use these two metrics to objectively gauge whether your ad is making the impact you want. What do you do if it’s not? - Make adjustments. Tweak the language or “copy” that goes with your post to more clearly state your intention. Try another visual or make a video to attract more interaction and follow through.

You have to test.
You have to test.
You have to test.

What does that mean? That means you have to create your ads then to commit to a healthy ad spend to discover if they work or not? You should spend at least $10/day for three or more days to gauge how your ads are developing.

Facebook & Instagram Live

Facebook and Instagram Live should be an integral part of your giveaway. Why?

  1. Because it gives your audience an opportunity to get to know who they are buying artwork from.

  2. It give you an opportunity to share the story of each of the artworks. (You can pick a few or a single piece to explain/share at a time.)

  3. It gives people an opportunity to ask you questions.

  4. It increases the visibility of you page

  5. When ever you go LIVE, Facebook TELLS everyone, giving you an opportunity to show up in people’s news feed when you otherwise would not have.

Tips for Live Calls

  1. Have an agenda. Don’t go on and wing it- you want to be able to steer the conversation

  2. Have a great story to share

  3. Use a messenger bot to get people to sign up for your broadcast lists.

  4. Come prepared with talking points

  5. Allow a few minutes in the beginning of the video for people to show up. Use this time to thank future viewers for watching the replay.

  6. Put a hook in the beginning of the video to incentivize people to interact with you and stay until the end.

  7. Have questions for the audience that are easy to answer. Their engagement will increase the views.

  8. Don’t be afraid to leave the chat.

  9. Have a great visual space behind you so that the video is less visually boring.

  10. Do you live calls at different times so that more people can be live with you.

SEO Backlinks, Ranking, & Citation Sites


I’m already yawning just thinking about this. It is good stuff though, and you have spare time you can do a lot less effective things for your business.

So, here’s the deal - you can add your website to these citation sites to create profiles for your business. These profiles will include links back to you. The following sites have a lot of “oomph” or weight and legitimacy on google. They will lend some of that weight and legitimacy to your site and help you rank higher. Some of these cost money, others are free.

Also, if you have a physical space- even just a showroom in your home like I do, you want to add yourself to Google Maps and Google My Business

Once you’ve made it through that- you can begin hammering out the following list. You might want a box of tissues because this list will make you cry…

This is a list of sites you can add your website to in order to create backlinks.

I put this together for you because I put it together for myself. So, when you get 1/4 of the way through this and run out of tissues, remember that I have been doing this too and you’re not alone.

How Jennifer Mcintyre Reaches Her Clients



 So, I'm in the middle of this project for my sister, a beauty photographer, active duty Major, and all-out powerhouse of industrial ability. She's in Afghanistan right now, so some of that ability has to be delegated and I am happy to pick up the work on her behalf. 

She is mailing contact cards to her beauty clients. Clients like Loreal, InStyle, Bare Essentials, etc. 

How did she find these contacts? 

What is she sending?


All of the above is covered in the above video. Please give it a thumbs up and leave any questions you have in comments below. You can also just send a wave to make me feel special. Who knows, I may need it at the moment. 

Find Jenny at:

insta: @jennifermcintyre_ 

Link to artist resource shared in the video:

Email Marketing Part II

So you've sent the marketing email, no what



*Following up on my last video about releasing a new piece of art. 

so... you're not finished with marketing once you've told everyone that your new piece has been created. You have to follow up with those who are interested. You also need to try to connect with those in your mailing list that didn't open the original email. It might be that they're ignoring you, or it might be that the email was lost to the birds, so to speak. 

Here's some tactics and strategies to better connect with your audience.


Setting up my mailing lists and marketing for a new art release


Once you've created your piece of art, you need to tell people about it. 

Like it or not, being a professional artist requires you to learn and execute many professional skills that fall outside the purview of what it means to be a working artist. 

In the first 20 minutes of this video, I discuss MailChimp as that is my email marketing tool. Everything I share will be applicable to whatever email tool that you use. 

Also covered: effective language and content strategy for sharing my new piece of art, Edge of Solace. We discuss my website, and I share the actual email that I send to my mailing list; who I chose to send the email to, and why. We cover a lot of "little things" that go into putting together an effective email. And we touch on Instagram and social media.

The final 10 minutes are about how I assemble my framed and in-home examples. For those interested in learning more about that, feel free to stick around for the last ten minutes. 






How I use RocketReach to skip by the gatekeepers and reach potential clients

Guerrilla Marketing 301


This is a case study on how I reach collectors directly. 

As an artist and salesmen in a business to business capacity, I often have to negotiate with gatekeepers to get to the person who makes the decisions. 

For years I struggled to get past these people and, more often than not, failed. 

In many cases, it is the gatekeeper's job to filter the content that makes it to their bosses or into their work environment. Often, as you can imagine, their filter includes their biases. Sometimes even, they filter out people and things simply because they don't want to do any extra work. 

Well, the best thing for an artist to do is to go around this person. Art is a luxury item and almost always falls in the extra work category for these type of people. If you want to make sure your message is being seen, then put it in front of the prospect directly