146: Unleashing the Potential of Facebook Ads: A Conversation with Nicki Sciberras

Nov 2, 2023 | Imperfect Marketing Podcast

Get ready to rethink everything you know about Facebook Ads! Nicki, founder of the Digital Exchange, joins us to unveil the raw potential of advertising on this omnipresent platform. While some may write off Facebook as passe, Nicki argues that it's a treasure trove for marketers, thanks to its impressive reach and easy targeting capabilities. We also delve into the nuances of Facebook groups and how they provide a unique avenue for innovative marketing. Post-IOS 14, ad targeting strategies have undergone a transformation. We chat with Nicki about this shift and why a broader targeting approach can now fetch better results.

Key Takeaways:

  • The Might of Meta Ads:
    • Understanding and utilizing lead gen ads effectively to augment email lists.
    • Crafting and leveraging lead magnets to create a surge in audience engagement and conversions.
  • The Double-Edged Sword of ‘Fake Urgency’:
    • Exploring the ethics and efficacy of utilizing ‘fake urgency’ in marketing strategies and client engagement.
  • Harnessing the Meta Ads Library:
    • Unpacking the usage of the Meta Ads Library, enabling marketers to rediscover and analyze ad content effectively.
  • Fortifying Marketing with Email Lists:
    • Highlighting the vitality of email lists as a solid and reliable asset amidst the precarious nature of social media platforms.
  • Tackling Challenges on Social Media Platforms:
    • Narrating experiences and strategies to mitigate the challenges posed by issues like spam, fake reviews, and account disabling on platforms like Facebook.
  • Insights into Imperfect Marketing:
    • Embracing selectivity in channel utilization and avoiding an over-diluted presence across multiple platforms.

Notable Quotes:

  1. "If you don't give them a reason to respond today, they won't." – Nicki Sciberras
  2. "When you show up in someone's email inbox, you're controlling when that happens, not them, whereas on social media, they're controlling, and the algorithm is controlling, what they see." – Kendra Corman
  3. "It's so disheartening because you've invested so much time and it's scary because yeah, you are relying on those platforms to bring new sales." – Nicki Sciberras


  • Meta Ads Library – An essential resource to review and analyze ad content on Meta (Facebook) platforms. https://www.facebook.com/ads/library/
  • Email Marketing Tools: Platforms like Constant Contact and ConvertKit, and others that enable robust and dynamic email marketing.


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