Ever wonder why there are times that your Facebook Ads aren't working? One thing to always keep in mind is that ads behavior varies depending on the platform that you are using. Understanding your offer and the function of each platform is essential for a successful ad.
GOOGLE vs FACEBOOK
There is a big difference between advertising on Google and Facebook. When you talk about Google Marketing, it is synonymous to intent-based marketing. Google is very similar to old school advertising in newspapers where the only people who see your ads are the people who are in the market for something. It is of utmost importance for businesses to recognize that intent-based marketing is typically a short-term play. You are only going to capture the people who are in the research mode, ready to make a purchase, acquire a service or have the intention to buy. When we talk about Facebook Advertising, this platform is catered for people to discover new things. Facebook is a long-term play and can be compared to a radio. Radio advertising does not typically involve searching for an answer, it is something that is played over and over and over again until it taps into what's called your “echoic memory”. Advertising on Facebook is comparable to doing a radio campaign where you put an exposure to your brand in order to get people to take an action. Facebook advertising basically creates an image for your brand that by the time the customer is ready to make a decision, your brand is going to be the obvious choice.
A proper understanding of the difference between these two giant platforms will help you get a grasp of the game that you will play when marketing your business.
What worked in Google does not always mean that it will also work with Facebook and vice versa. Transitioning your ads from one platform to another and expecting the same results is one of the challenges that many advertisers and businesses alike are experiencing. Let us take the case of a Sofa Company that has been running a successful Google Advertising with a $100 off coupon offer – this is effective in Google because the people that hit the site already has the intent. You do not expect the same result when using the same approach on Facebook because you are hitting a totally different audience.
When transitioning an offer from one platform to another, it is helpful to do the following checks to avoid wastage. Keeping an eye on the data is also very important to ensure your ads are well optimized based on the results.
UNDERSTANDING THE PLATFORM
As mentioned above, a proper understanding of the platform that you are using is essential as this would help you determine your audience and the kind of offer to use.
TESTING THE CREATIVE AND AD COPY
Since different platforms mean different types of audiences, testing different creatives and ad copy would help you gauge what works best. You can also try different types of ads like a slideshow, video, or carousel ads on Facebook.
MATCHING YOUR OFFER WITH THE MARKET
You might want to consider changing your marketing message for a better message to market match. Other than your ad copy, it is vital that your offer matches people at the right stage of the customer journey. This could involve different campaigns to address people at different stages in the journey, you might need to have several ads, a variety of ad copies, different creatives, sending people to separate pages, and having multiple targeting to make your brand the obvious choice when someone is ready to buy.
SETTING UP A SPECIFIC FUNNEL TO MEASURE CONVERSIONS
This helps you measure how well your ad is doing. Having a specific funnel also helps you optimize for conversions. As usual, these are some light tips on some of the many things that you should know in order to have a better experience with Facebook marketing. Stay connected for more in-depth videos and blogs about this and all other things Facebook Marketing.
See you soon!