Are your ad retargeting campaign images the best they can be? Are your ad retargeting campaigns not getting the results you were hoping for? Maybe you’ve tried switching up the ad copy or the ad image… with no luck.

The search took months … I wanted a FB advertising guide that (1) broke down specific strategies for each stage of the funnel, (2) came directly from the best of the best, and (3) went way beyond standard, regurgitated advice. I could NOT find one. So I made one. To cut through the myths, misinformation, and myopia, I reached out to over 30 legit experts. Some names you’ll certainly recognize. Some, you won’t. And that’s exactly as it should be. I can’t say how grateful I am to the contributors — who seriously went above and beyond to the tune of nearly 10k words, behind the scenes stats, TONS of real examples, and even provided code snippets for advanced tactics. In alphabetical order — so as not to show favoritism ;) — here are my heroes: Andrew Yaroshevsky Avery Ratz Bill Widmer Brittany Krygowski Chris Wiser Daniel Daines-Hutt Daniel Snow Daniel Wallock David Herrmann Dennis Yu Derric Haynie Dmitriy Kachin Goldie Chan Gregory Ortiz Jake M. Mehani James Scherer Jeremy Miller Johnathan Dane Joseph Lazukin Josh Elizetxe Josh Fechter Kevin Hutto Larry Kim Logan Young Maxwell Finn Rachel Pedersen Ross Simmonds Ryan McKenzie Ryan Turner Sam Hurley Shanelle Mullin Sid Bharath Tim Chard Violeta Potter Wilson Hung

All businesses are challenging, but seasonal businesses present a plethora of unique challenges, including budgeting, hiring seasonal labor, and managing cash flow. Another unique challenge that we growth folks know all too well is how seasonality makes paid search particularly difficult. As Adam Greenspan, VP of marketing at Everfest, says, “The whole industry is riding that wave, so from a paid search perspective, there’s definitely an increase in competition - not to mention all metrics can swing wildly. It’s a little nerve-wracking trying to catch that wave on the upswing each year, but it’s what you’ve got to do to hit the season hard.” However, when executed properly, seasonality can present an excellent opportunity for your business to beat your competition and thrive. In this guide, I will detail the learning, planning and execution steps required to crush your goals despite the unpredictable nature of seasonal businesses.