Boost Facebook News Feed Ads (Pro Strategies Revealed)

Facebook, even with all the new platforms popping up, remains a powerhouse in the digital marketing landscape. It’s not just about likes and shares; it’s about connecting with your audience on a personal level and driving real business results.

Facebook has been a part of my life, both personally and professionally, for a long time. I remember when it first launched and how it revolutionized the way we connect with friends and family. Over the years, it’s evolved into a sophisticated advertising platform, and I’ve had the chance to witness firsthand its impact on businesses of all sizes. I’ve seen campaigns that soar and campaigns that flop, and through it all, I’ve learned that the key to success on Facebook lies in understanding the platform’s nuances and staying ahead of the curve.

The Facebook News Feed is prime real estate for advertisers. It’s where users spend a significant amount of their time, scrolling through updates from friends, family, and, yes, businesses. The beauty of News Feed Ads is that they blend seamlessly into the user’s experience, making them less intrusive and more likely to capture attention. But with so much competition for eyeballs, how do you make your ads stand out? That’s what I’m here to help you with.

In this article, I’m going to reveal some pro strategies that will help you boost your Facebook News Feed Ads and achieve your marketing goals. We’ll cover everything from understanding the News Feed ecosystem to crafting compelling ad creative, mastering audience targeting, optimizing your budget, leveraging analytics, and staying ahead of the latest trends. Whether you’re a seasoned marketer or just starting out, there’s something in here for everyone. So, let’s get started!

Understanding the Facebook News Feed Ecosystem

The Facebook News Feed isn’t just a random stream of content; it’s a carefully curated experience designed to keep users engaged. Understanding how it works is crucial for creating successful News Feed Ads. Let’s break down the key elements:

The Mechanics of the Facebook News Feed

The Facebook News Feed operates on a complex algorithm that determines which content users see and in what order. This algorithm, often referred to as EdgeRank, takes into account several factors, including:

Affinity: How often a user interacts with a particular page or person.
Weight: The type of content (e.g., video, photo, link) and how engaging it is.
Time Decay: How recent the content is.

In simpler terms, the more a user interacts with your page, the more likely they are to see your content in their News Feed. Content that generates high engagement (likes, comments, shares) is also prioritized. And of course, recent content is more likely to be seen than older content.

My Experience: I remember working on a campaign where we noticed a significant drop in organic reach. After digging into the data, we realized that Facebook had tweaked its algorithm to prioritize content from friends and family over content from businesses. To adapt, we shifted our focus to creating more engaging content that would encourage users to interact with our posts, ultimately boosting our organic reach.

The Importance of Audience Targeting and Segmentation

Targeting is the cornerstone of any successful Facebook ad campaign. It allows you to reach the right people with the right message, increasing the likelihood of engagement and conversions. Facebook offers a wide range of targeting options, including:

Demographics: Age, gender, location, education, etc.
Interests: Hobbies, interests, and pages they’ve liked.
Behaviors: Past purchases, online activity, and device usage.

Custom Audiences: Uploaded lists of customers or website visitors.
Lookalike Audiences: People who share similar characteristics with your existing customers.

Segmentation takes targeting a step further by dividing your audience into smaller, more specific groups based on shared characteristics. This allows you to create highly personalized ads that resonate with each segment.

Example: Let’s say you’re selling fitness equipment. You could segment your audience based on their fitness goals (e.g., weight loss, muscle gain, improved endurance) and create ads that speak directly to each group’s needs and aspirations.

The Role of Content Relevance and Quality

Even with the best targeting in the world, your ads will fall flat if the content isn’t relevant and high-quality. Users are bombarded with ads every day, so you need to create content that captures their attention and provides value. This means:

Understanding your audience’s needs and pain points.

Creating content that solves their problems or fulfills their desires.
Using high-quality visuals that are eye-catching and engaging.
Writing compelling copy that speaks directly to your target audience.

My Experience: I once worked on a campaign for a local restaurant that was struggling to attract new customers. We decided to create a series of videos showcasing the restaurant’s signature dishes and highlighting the unique dining experience. The videos were authentic, visually appealing, and showcased the restaurant’s personality. As a result, we saw a significant increase in website traffic, reservations, and ultimately, revenue.

The Effectiveness of News Feed Ads: Stats and Case Studies

News Feed Ads have consistently proven to be more effective than other ad formats on Facebook. According to a study by HubSpot, News Feed Ads have a higher click-through rate (CTR) and conversion rate than sidebar ads. In fact, News Feed Ads account for the majority of Facebook’s advertising revenue.

Case Study: Dollar Shave Club is a prime example of a company that has successfully leveraged News Feed Ads to drive business growth. Their humorous and relatable videos went viral on Facebook, generating millions of views and driving a significant number of new subscriptions.

Takeaway: Understanding the Facebook News Feed ecosystem is essential for creating successful ads. By targeting the right audience with relevant, high-quality content, you can increase engagement, drive conversions, and achieve your marketing goals.

Next Step: Take some time to analyze your target audience and identify their needs, interests, and pain points. Use this information to create compelling ad content that resonates with them on a personal level.

Crafting Compelling Ad Creative

Now that you understand the News Feed ecosystem, let’s talk about creating ad creative that grabs attention and drives results. This is where the magic happens!

Elements of Effective Ad Creative

Effective ad creative consists of three key elements: visuals, copy, and calls to action. Let’s break each one down:

Visuals: This includes images and videos. Your visuals should be high-quality, eye-catching, and relevant to your target audience. Use images that evoke emotion or showcase the benefits of your product or service. Videos are particularly effective for capturing attention and telling a story.
Copy: Your ad copy should be clear, concise, and compelling. Highlight the benefits of your product or service and speak directly to your target audience’s needs and desires. Use strong verbs and persuasive language to encourage action.

Calls to Action (CTAs): Your CTA should be clear and specific, telling users exactly what you want them to do (e.g., “Shop Now,” “Learn More,” “Sign Up”). Use action-oriented language and make your CTA stand out visually.

My Experience: I’ve found that using user-generated content (UGC) in ads can be incredibly effective. UGC is authentic, relatable, and builds trust with your audience. I once ran a campaign for a travel company that featured photos and videos submitted by their customers. The ads generated a significantly higher engagement rate than ads that featured professionally produced content.

Psychological Triggers for Persuasion

To make your ads even more persuasive, consider incorporating psychological triggers that tap into human emotions and motivations. Here are a few examples:

Scarcity: Create a sense of urgency by highlighting limited-time offers or limited quantities.
Social Proof: Show that others are using and enjoying your product or service by featuring testimonials, reviews, or case studies.
Emotional Appeal: Connect with your audience on an emotional level by telling stories that evoke empathy, joy, or excitement.

Authority: Position yourself as an expert in your field by sharing valuable insights and demonstrating your knowledge.
Reciprocity: Offer something of value to your audience for free (e.g., a free ebook, a discount code) to encourage them to reciprocate by making a purchase.

Example: A clothing retailer might use scarcity by advertising a limited-time sale on their website. They could use social proof by showcasing customer reviews and photos of people wearing their clothes. And they could use emotional appeal by telling stories about how their clothes make people feel confident and empowered.

Analyzing Successful Ad Creatives

Let’s take a look at some examples of successful ad creatives and analyze what makes them effective:

Nike: Nike’s ads often feature inspiring stories of athletes overcoming challenges and achieving their goals. Their visuals are visually stunning, their copy is motivational, and their CTA encourages viewers to “Just Do It.”
Airbnb: Airbnb’s ads showcase unique and interesting accommodations around the world. Their visuals are high-quality and inviting, their copy highlights the benefits of staying in an Airbnb, and their CTA encourages viewers to “Explore.”

Old Spice: Old Spice’s ads are known for their humor and absurdity. Their visuals are eye-catching and memorable, their copy is witty and irreverent, and their CTA encourages viewers to “Smell Like a Man, Man.”

My Insights: What these ads have in common is that they are all authentic, engaging, and relevant to their target audience. They also effectively use visuals, copy, and CTAs to drive action.

A/B Testing for Optimization

A/B testing is the process of testing different versions of your ad creative to see which performs best. This is an essential part of optimizing your ad campaigns. You can A/B test different elements of your ad creative, such as:

Headlines: Test different headlines to see which one grabs the most attention.
Images: Test different images to see which one resonates most with your audience.
CTAs: Test different CTAs to see which one drives the most conversions.

Ad Copy: Experiment with different tones and lengths of ad copy to see which performs best.

Example: You could A/B test two different images in your ad: one featuring a product close-up and another featuring a lifestyle shot of someone using the product. By tracking the performance of each ad, you can determine which image is more effective at driving clicks and conversions.

Takeaway: Crafting compelling ad creative is essential for capturing attention and driving results on Facebook. By using high-quality visuals, compelling copy, and clear CTAs, you can create ads that resonate with your target audience and achieve your marketing goals.

Next Step: Start experimenting with different ad creative elements and A/B testing to see what works best for your business. Pay attention to the data and make adjustments as needed to optimize your campaigns.

Mastering Audience Targeting

Targeting is the key to reaching the right people with your ads. Facebook offers a wide range of targeting options, allowing you to narrow down your audience based on demographics, interests, behaviors, and more. Let’s explore the different targeting options available and how to use them effectively.

Facebook Targeting Options

Here’s a breakdown of the different targeting options available on Facebook:

Core Audiences: This includes demographic, interest, and behavior-based targeting.
- Demographics: Target users based on age, gender, location, education, relationship status, and more.
- Interests: Target users based on their hobbies, interests, and the pages they’ve liked on Facebook.
- Behaviors: Target users based on their past purchases, online activity, device usage, and more.
Custom Audiences: This allows you to target users who have already interacted with your business.
- Customer Lists: Upload a list of your existing customers and target them with ads.
- Website Visitors: Target users who have visited your website.
- App Users: Target users who have downloaded and used your mobile app.
- Engagement: Target users who have engaged with your Facebook page or ads.

Lookalike Audiences: This allows you to target users who share similar characteristics with your existing customers.
- Source Audience: Choose a source audience (e.g., your customer list, website visitors) and Facebook will create a lookalike audience based on their shared characteristics.
- Similarity: Choose the similarity percentage to control how closely the lookalike audience matches your source audience.

Demographics: Target users based on age, gender, location, education, relationship status, and more.
Interests: Target users based on their hobbies, interests, and the pages they’ve liked on Facebook.
Behaviors: Target users based on their past purchases, online activity, device usage, and more.

Customer Lists: Upload a list of your existing customers and target them with ads.
Website Visitors: Target users who have visited your website.
App Users: Target users who have downloaded and used your mobile app.

Engagement: Target users who have engaged with your Facebook page or ads.

Source Audience: Choose a source audience (e.g., your customer list, website visitors) and Facebook will create a lookalike audience based on their shared characteristics.
Similarity: Choose the similarity percentage to control how closely the lookalike audience matches your source audience.

My Experience: I’ve found that Custom Audiences and Lookalike Audiences are incredibly powerful targeting tools. By targeting users who have already interacted with your business, you can increase the likelihood of conversions and build stronger relationships with your customers.

Understanding Your Target Demographic

Before you start targeting your ads, it’s essential to understand your target demographic. This means knowing their age, gender, location, education, income, interests, and more. The more you know about your target audience, the more effectively you can target your ads.

How to Gather Data:

Facebook Analytics: Use Facebook Analytics to gather data about your existing audience.
Customer Surveys: Conduct customer surveys to gather insights about their demographics and preferences.
Market Research: Conduct market research to learn more about your target demographic.

Example: Let’s say you’re selling organic baby food. Your target demographic might be parents aged 25-45 with young children who are interested in healthy eating and natural products.

Refining Audience Segments

Once you understand your target demographic, you can start refining your audience segments to improve ad relevance and engagement rates. This means dividing your audience into smaller, more specific groups based on shared characteristics.

Segmentation Strategies:

Demographic Segmentation: Segment your audience based on age, gender, location, and other demographic factors.
Interest-Based Segmentation: Segment your audience based on their interests and hobbies.
Behavioral Segmentation: Segment your audience based on their past purchases and online activity.

Custom Audience Segmentation: Segment your audience based on their interactions with your business.

Example: You could segment your audience based on their level of engagement with your Facebook page. You could target your most engaged fans with exclusive offers and discounts, while targeting your less engaged fans with content that encourages them to interact with your page.

Advanced Targeting Techniques

In addition to the basic targeting options, Facebook offers some advanced targeting techniques that can help you reach even more specific audiences.

Retargeting: Target users who have visited your website or interacted with your ads in the past. This is a highly effective way to re-engage potential customers and drive conversions.
Layered Targeting: Combine multiple targeting options to create a highly specific audience. For example, you could target users who are interested in fitness and also live in a specific city.
Exclusion Targeting: Exclude certain users from your audience. For example, you could exclude your existing customers from your lead generation campaigns.

Retargeting Strategies:

Website Retargeting: Target users who have visited specific pages on your website.
Ad Engagement Retargeting: Target users who have engaged with your ads in the past.

Video View Retargeting: Target users who have watched a certain percentage of your videos.

My Insights: I’ve found that retargeting is one of the most effective targeting techniques for driving conversions. By targeting users who have already shown an interest in your business, you can increase the likelihood of them making a purchase.

Takeaway: Mastering audience targeting is essential for creating successful Facebook ad campaigns. By understanding your target demographic, refining your audience segments, and using advanced targeting techniques, you can reach the right people with your ads and achieve your marketing goals.

Next Step: Take some time to analyze your existing audience and identify their key characteristics. Use this information to create highly targeted ad campaigns that resonate with them on a personal level.

Budgeting and Bidding Strategies

Now that you know how to target your audience and create compelling ad creative, let’s talk about budgeting and bidding. This is where you determine how much you’re willing to spend on your ads and how you’re going to bid for ad placements.

Budget Options

Facebook offers two main budget options:

Daily Budget: This is the average amount you’re willing to spend on your ads each day.
Lifetime Budget: This is the total amount you’re willing to spend on your ads over the entire campaign.

Choosing the Right Budget:

Daily Budget: Use this option if you want to run your ads continuously and have a consistent daily spend.
Lifetime Budget: Use this option if you want to run your ads for a specific period of time and have a set budget for the entire campaign.

My Experience: I typically use a daily budget for ongoing campaigns and a lifetime budget for short-term promotions or events.

Bidding Strategies

Facebook offers several bidding strategies to choose from:

Cost Per Click (CPC): You pay each time someone clicks on your ad.
Cost Per Impression (CPM): You pay for every 1,000 impressions your ad receives.

Cost Per Conversion (CPA): You pay each time someone takes a desired action (e.g., makes a purchase, signs up for a newsletter).
Automatic Bidding: Facebook automatically sets your bids to get the most results for your budget.
Manual Bidding: You set your bids manually, giving you more control over your spending.

Choosing the Right Bidding Strategy:

CPC: Use this option if you want to drive traffic to your website.
CPM: Use this option if you want to increase brand awareness.

CPA: Use this option if you want to drive conversions.
Automatic Bidding: Use this option if you’re new to Facebook advertising or want to simplify the bidding process.
Manual Bidding: Use this option if you have experience with Facebook advertising and want to have more control over your spending.

My Experience: I usually start with automatic bidding to get a sense of the average cost per result. Then, I switch to manual bidding to optimize my bids and improve my ROI.

Optimizing Ad Spend

Here are some tips for optimizing your ad spend to maximize ROI:

Monitor Your Performance: Track your ad performance regularly and make adjustments as needed.

Adjust Bids: Adjust your bids based on your performance metrics. If your ads are performing well, increase your bids to reach a larger audience. If your ads are not performing well, decrease your bids to save money.
Refine Targeting: Refine your targeting to reach a more specific audience. This can help you improve your ad relevance and engagement rates.
A/B Test Creative: A/B test different ad creative elements to see what works best for your audience.

Use Ad Scheduling: Schedule your ads to run during the times when your target audience is most active on Facebook.

Example: Let’s say you’re running a CPC campaign and you notice that your click-through rate (CTR) is low. You could try adjusting your ad copy, targeting, or creative to improve your CTR.

Scaling Ad Budgets Effectively

Scaling your ad budgets effectively is essential for driving growth without compromising performance. Here are some tips for scaling your ad budgets:

Increase Budgets Gradually: Increase your budgets gradually to avoid disrupting your campaign performance.
Monitor Performance Closely: Monitor your performance closely as you increase your budgets. If you see a drop in performance, scale back your budgets.
Expand Targeting: Expand your targeting to reach a larger audience. This can help you maintain your performance as you increase your budgets.

Diversify Campaigns: Diversify your campaigns to avoid relying on a single campaign for all of your results.
Use Lookalike Audiences: Use Lookalike Audiences to reach new audiences who are similar to your existing customers.

My Insights: I’ve found that scaling ad budgets effectively requires a combination of data analysis, experimentation, and patience. It’s important to monitor your performance closely and make adjustments as needed to maintain a positive ROI.

Takeaway: Budgeting and bidding are essential parts of running successful Facebook ad campaigns. By choosing the right budget options, bidding strategies, and optimizing your ad spend, you can maximize your ROI and achieve your marketing goals.

Next Step: Start experimenting with different budget and bidding strategies to see what works best for your business. Monitor your performance closely and make adjustments as needed to optimize your campaigns.

Leveraging Analytics and Insights

Tracking your ad performance is crucial for making informed decisions and optimizing your campaigns. Facebook provides a wealth of data through Facebook Insights and Ads Manager. Let’s explore how to leverage these tools to gain valuable insights.

Tracking Ad Performance

Facebook offers two main tools for tracking ad performance:

Facebook Insights: This provides data about your Facebook page and your audience.
Ads Manager: This provides data about your ad campaigns.

Key Metrics to Track:

Impressions: The number of times your ad was shown.
Reach: The number of unique people who saw your ad.

Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it.
Cost Per Click (CPC): The average cost you paid for each click on your ad.
Conversion Rate: The percentage of people who took a desired action after clicking on your ad.

Cost Per Conversion (CPA): The average cost you paid for each conversion.
Return on Ad Spend (ROAS): The amount of revenue you generated for every dollar you spent on ads.

My Experience: I’ve found that tracking these metrics regularly is essential for identifying trends and making informed decisions about my ad campaigns.

Interpreting Analytics Data

Interpreting analytics data can be challenging, but it’s essential for understanding what’s working and what’s not. Here are some tips for interpreting analytics data:

Look for Trends: Look for trends in your data over time. Are your impressions increasing or decreasing? Is your CTR improving or declining?
Compare Data: Compare your data across different campaigns, ad sets, and ads. Which campaigns are performing best? Which ad sets are driving the most conversions?

Identify Outliers: Identify outliers in your data. Are there any ads that are performing significantly better or worse than others?
Use Segmentation: Use segmentation to analyze your data by different demographic groups, interests, and behaviors.
Consider External Factors: Consider external factors that may be impacting your ad performance, such as seasonal trends, economic conditions, and competitor activity.

Example: Let’s say you’re running a campaign to promote a new product and you notice that your CTR is low. You could try adjusting your ad copy, targeting, or creative to improve your CTR.

Making Informed Decisions

The ultimate goal of tracking and interpreting analytics data is to make informed decisions about your ad campaigns. Here are some examples of how you can use analytics data to make better decisions:

Adjust Bids: Adjust your bids based on your performance metrics. If your ads are performing well, increase your bids to reach a larger audience. If your ads are not performing well, decrease your bids to save money.
Refine Targeting: Refine your targeting to reach a more specific audience. This can help you improve your ad relevance and engagement rates.
A/B Test Creative: A/B test different ad creative elements to see what works best for your audience.
Pause Poor Performing Ads: Pause ads that are not performing well to save money.
Scale Successful Campaigns: Scale successful campaigns to drive more results.

My Insights: I’ve found that the key to making informed decisions is to be data-driven and to continuously test and optimize my ad campaigns.

Creating Actionable Reports

Creating actionable reports is essential for communicating your ad performance to stakeholders and for making data-driven decisions. Here are some tips for creating actionable reports:

Focus on Key Metrics: Focus on the key metrics that are most important to your stakeholders.
Use Visualizations: Use visualizations to present your data in a clear and concise way.
Provide Context: Provide context for your data by explaining trends, comparing performance across different campaigns, and identifying outliers.
Offer Recommendations: Offer recommendations for improving your ad performance based on your data analysis.
Keep It Concise: Keep your reports concise and easy to understand.

Example: You could create a report that summarizes your ad performance over the past month, highlighting your key metrics, trends, and recommendations for improvement.

Takeaway: Leveraging analytics and insights is essential for optimizing your Facebook ad campaigns and achieving your marketing goals. By tracking your ad performance, interpreting analytics data, making informed decisions, and creating actionable reports, you can continuously improve your results.

Next Step: Start tracking your ad performance regularly and using analytics data to make informed decisions about your ad campaigns. Create actionable reports to communicate your ad performance to stakeholders and to drive data-driven decision-making.

Staying Ahead of Trends and Changes

The world of digital marketing is constantly evolving, and Facebook is no exception. To stay ahead of the curve and maintain ad effectiveness, it’s essential to stay updated with the latest changes in Facebook’s advertising policies, algorithms, and trends.

Staying Updated

Here are some ways to stay updated with the latest changes in Facebook’s advertising policies and algorithms:

Follow Facebook’s Official Blog: Facebook’s official blog is a great source of information about new features, policies, and best practices.
Join Industry Groups: Join industry groups on Facebook and LinkedIn to connect with other marketers and share insights.
Attend Industry Events: Attend industry events to learn from experts and network with other marketers.
Read Industry Publications: Read industry publications to stay informed about the latest trends and changes.
Experiment and Test: Experiment and test new features and strategies to see what works best for your business.

My Experience: I make it a point to read Facebook’s official blog and industry publications regularly to stay informed about the latest changes. I also attend industry events and participate in online communities to connect with other marketers and share insights.

Identifying Current Trends

Here are some current trends in digital marketing that may impact Facebook Ads:

Increased Emphasis on Video Content: Video content is becoming increasingly popular on Facebook. Create engaging videos to capture attention and drive results.
Personalization: Personalization is becoming increasingly important. Use targeting and segmentation to create personalized ads that resonate with your audience.
Mobile-First Approach: More and more people are accessing Facebook on their mobile devices. Optimize your ads for mobile to ensure a positive user experience.
Privacy Regulations: Privacy regulations are becoming stricter. Be transparent about how you collect and use data and comply with all applicable regulations.
AI and Automation: AI and automation are becoming more prevalent in digital marketing. Use AI-powered tools to automate tasks and improve your ad performance.

Example: If you’re running a campaign to promote a new product, you could create a short video showcasing the product’s features and benefits. You could also use personalization to target users who have previously expressed an interest in similar products.

Adapting to Trends

Here are some strategies for adapting to these trends to maintain ad effectiveness over time:

Create High-Quality Video Content: Invest in creating high-quality video content that is engaging, informative, and relevant to your audience.
Personalize Your Ads: Use targeting and segmentation to create personalized ads that resonate with your audience.
Optimize for Mobile: Optimize your ads for mobile devices to ensure a positive user experience.
Be Transparent About Data Collection: Be transparent about how you collect and use data and comply with all applicable regulations.
Embrace AI and Automation: Embrace AI and automation to automate tasks and improve your ad performance.

My Insights: I’ve found that the key to adapting to trends is to be flexible, adaptable, and willing to experiment. It’s important to stay informed about the latest changes and to continuously test and optimize your ad campaigns.

Takeaway: Staying ahead of trends and changes is essential for maintaining ad effectiveness over time. By staying updated, identifying current trends, and adapting your strategies, you can continue to achieve your marketing goals on Facebook.

Next Step: Start following Facebook’s official blog and industry publications to stay informed about the latest changes. Experiment with new features and strategies to see what works best for your business.

Conclusion

We’ve covered a lot of ground in this article, from understanding the Facebook News Feed ecosystem to crafting compelling ad creative, mastering audience targeting, optimizing your budget, leveraging analytics, and staying ahead of the latest trends. The key takeaway is that Facebook advertising, while constantly evolving, still relies on timeless principles. Understanding your audience, crafting relevant content, and continuously optimizing your campaigns are the cornerstones of success.

I’ve shared my personal experiences and insights throughout this article, and I hope that you’ve found them helpful. Remember, there’s no magic bullet when it comes to Facebook advertising. It takes hard work, dedication, and a willingness to experiment to achieve your goals.

I encourage you to implement the pro strategies revealed in this article to enhance your Facebook News Feed Ads. Start by analyzing your target audience and identifying their needs, interests, and pain points. Then, create compelling ad content that resonates with them on a personal level. Monitor your performance closely and make adjustments as needed to optimize your campaigns.

Finally, remember that Facebook advertising is a marathon, not a sprint. It takes time to build a successful campaign and to see results. Be patient, persistent, and don’t be afraid to experiment.

I believe in you and your ability to succeed on Facebook. With the right strategies and a little bit of effort, you can achieve your marketing goals and drive real business results. Now, go out there and make it happen!