It’s hard to believe that we are midway through September and are nearing the beginning of Q4.
As marketers, you know it is never too soon to start planning for 2012 and your end-of-year advertising. In today’s webinar, we showed you why it is important to advertise on LinkedIn and Facebook as part of your search marketing program. We covered how to set expectations, best practices for crafting an optimal ad, and recommendations for regular ad testing to continue to optimize your reach.
Let’s review a few main takeaways to bring back to your business.
Q: What are the key factors I should take into consideration when creating an ad?
A: Your ads need to create attention, interest, and action.
Generating attention is the first step to creating a successful ad. Users are not actively seeking a product or service when they are signed into social networks. They are browsing friend updates, sending messages to professional connections, searching for connections, or scouting for job opportunities. Your ad’s intention is to disrupt these users’ normal activity and show them something that they should care about and stands out from other content on the page. If your ad doesn’t grab attention right away, it is not going to cause users to stop, look, read, and make a click.
Your ad needs to:
1. Stand out from the clutter and noise on the page
2. Divert the user from intended action
Interest is the next stage. If your ad has captured attention, it must be crafted to ignite interest quickly, or else your viewer will move on. Try testing out different ad creative and graphics to see which combinations perform best. Remember that your audience base is different on LinkedIn and Facebook, so tailor your ads according to the different communities and their interests.
Your ad needs to:
1. Stimulate interest in the product or service.
2. Clearly explain the offer, benefit to user and why the user should care.
3. Make your message obvious – no need to tip-toe around your call-to-action
4. Create an impact that is memorable
Next is action. The purpose of your ad is to generate awareness and provoke users to click through to make a purchase. This action won’t take place unless you create a compelling incentive with a clear expectation of what comes next.
In the ad above, the action element is strong and direct. You know that there is a shoe clearance at Nordstrom for fall styles and you will receive free shipping on your order. The image also communicates that boots are part of the clearance. The visual element solidifies the appeal to click, browse, and buy. This is an example of a simple and actionable ad that is perfect for Facebook.
For LinkedIn, the strategy is similar but aimed at a different audience group. The ad below displays a product that sparks the interest of LinkedIn members.
1. Ask a question
2. Speak to a demographic in their language
Join us on September 22nd to kick-start your 2012 spend plans in our webinar session: “How to Budget Your Search Marketing Program“.
Have a wonderful weekend,