What have I learned by advertising on Facebook? It’s really easy to place an ad in front of the demographic that you want to target…But if you don’t have the right image, with the right message, with the right product, that user is more than likely not going to click on that ad.
Learning 1) I can target your mom on Facebook
No really, I can…Facebook allows advertisers to target pretty much anything you have shared with Facebook. For example: I can target a 27 year old male that lives in Bozeman, Montana, is engaged to be married, has a college degree in marketing, likes to snowboard, listens to deadmau5, and likes Cadbury eggs. Advertisers can target their exact demographic down to a T, but that still doesn’t mean that person wants to click and buy something while they are on Facebook.
Learning 2) Ads should act on a users’ impulses
If someone is on Facebook, they are not on Facebook to buy an expensive item (anything that involves research into the item is a no-go). A Facebook user’s attention is not on the ads, but on what Stacie is doing on Saturday night, so the ad needs to really catch their attention. Facebook ads are almost like the check-out aisle in a candy store, the ads need to be impulsive so the Facebook user clicks on them. Remember that unlike Google Adwords, where the searcher is actively seeking information on a specific product, on Facebook, we are assuming that because of their demographic, they will be interested in our product.
Learning 3) Use eye catching images
Duh…I know it sounds like I am beating a dead horse with this one, but the images really need to draw the user’s attention from whomever’s status they are looking at. Bright images, with unique color schemes, that catch the eye more than usual will generate more clicks for your ads.