- Make it relevant – focus on your core audience rather than a wide net of customers
- Target the above mentioned customers – Facebook makes it easy to do targeted ads. On other sites find sites that have the demographics of the customers you need to reach. Don’t run a one size fits all
- Make it Timely – try to serve the ad when the product/service is needed. This is a bit harder for small businesses. You can do it by seasonality of your product/service or time of day.
- Change ads often – People get tired of ads and you must do new things to get attention. On Facebook if an ad is under performing you can always cancel it and try something new.
How many times do you scroll through your news feed on Facebook and just tune out all ads? I will admit there are very few side ads I even remember. Most of them are not relevant or are showing up previous things I searched for on Google or looked at on Amazon. A lot of times these things are just curious searches so I have no intent in buying.
This past Sunday I was just seeing what was going on and I noticed an ad. I forgot to grab a screen capture of it at the time! The next day I got served it again and captured the ad. It was an ad for the PlayStation Store and Lego Games. One thing I love are Lego games. I clicked the ad thinking “There will be nothing on there in a price I would want.”
On the PlayStation store the newer games were ok priced. Not the best I have seen but the older games were on a massive sale. Some 50-60% off. One of them in particular I have been eyeing is “Lego Marvel SuperHeros” which is the first Avengers game. The game retails for $19.99. The sale was for $7.99.
I was amazed here is something I have been looking at and it’s on a sale bigger than anything I have found! When I signed in the store, being a member of PlayStation I got an additional 20% off so the game was just $4.99. This was a no brainer! I bought it!
Why did this add work?
It was relevant – One big issue in advertising is we aren’t focusing on what is relevant to our readers/viewers. Seeing Lego Game Sale made me definitely take notice to the ad. I have been researching this for a while and knew that this was a great deal!
Served at the Right Time – Since I have been researching I wanted this game. I was in the mindset to buy. Had this happened after I bought the game at a higher price I wouldn’t be in the mood.
Have I ever bought through a Facebook Ad?
I never have bought prior on a side ad on Facebook. Most of the ads served are never relevant to me. I see them but I rarely click on them. Will I buy again? Sure if it’s something I need/want and it’s at the right price?
How to make Facebook/Digital Advertising affective
Ads are one thing you must always refine. Remember what works one month won’t the next. Keep experimenting and trying new things. Refine what works and ditch what doesn’t. If you can afford A/B Testing do it! You will be surprised at what will work at times. It may not be what you expect.
And yes..people buy things off Facebook.. I did!