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And here is an additional tip just for readers of this blog:
Be consistent! Make sure your advertisement uses your brand colors. Use the same message(s) – you can even repeat the exact same copy. You might need to change the size / layout from a square to a rectangle, but resist the temptation to change the content. Repetition is good! Let us repeat that again – Repetition is good! Repeat the same message over and over. Be consistent!