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Facebook advertising is possibly the most powerful paid advertising opportunity the world has ever seen. Its power comes from data: for the first time, advertisers can see the direct results of their work, and invest in retargeting for people who show interest. That means the best advertisers on Facebook aren’t usually the artists; they’re the analysts. Good analysis means that your advertising spend actually gets more valuable over time. This magic is in the retargeting.   Here’s How Retargeting on Facebook Works   Let’s say you spend enough to put an ad in front of 1,000 people. Now let’s say 80 of those people click through your ad, because they’re interested in learning more. You record those 80 names—maybe through a Facebook pixel or an opt-in to your email list. Your next ad is shown to only those 80 people who you know to be interested. This is retargeting, and it’s the important part. Your ad to those 80 is less expensive, but far more valuable, because you already know they’re interested. A few of the original 1,000 people might have taken some action. 3 or 4 might have booked a No-Sweat Intro. But a much higher proportion of the retargeted audience will take that same action. And you can retarget again and again, so ad spend goes down while conversions go up.   There’s No Secret Funnel Anymore   Facebook now has Page Transparency. That means you can can go to any business’s Facebook page and see every ad they’re running, including pictures and copy. That’s right: you can see who’s targeting YOU, and the exact ads your competitors are running. Because Facebook knows: successful advertising is about the analysis, not the art. You can copy your competitors. You can copy anyone. Facebook wants you to be successful so you’ll spend more money. And that’s great news.   Why Facebook Is the Most Powerful Paid Advertising Platform for Gyms   ...