Killer Facebook Ads by Marty Weintraub

Author:Marty Weintraub
Language: eng
Format: epub
Publisher: Sybex
Published: 2011-07-11T16:00:00+00:00

Headlines

Facebook headlines need to be good. Very good. My friend, conversion optimization specialist Tim Ash, famously says, “Your online visitor has the attention span of a lit match!” His observation could not be truer in my experience. Not only are advertisers competing against each other, they’re also facing off against huge amounts of clutter on pages, many of which include elements that stimulate users from emotional and familiar places, including messages from family and friends. Your headline, in tandem with the ad image, needs to reach out from the right-hand sidebar and speak directly to whatever is inherent to your targeted users. Mark Zuckerberg’s genius revolves around his uncanny knack for understanding what it means to maximize the compelling familiarity of objects that appear on users’ pages. To win with a Facebook headline, you’ve got to be that good.

Cultural Sensitivity and Facebook

In my experience, Facebook users in the United States, Canada, and the UK are, for the most part, not hanging out on the social network to buy things. They’re there to be social! This is not the case for every culture that uses Facebook. For instance, in some Asian cultures, job and personal identities are more intertwined, both on- and offline, so users are more amenable to a hybrid social and sales environment. Also, different cultures have distinct taboos and hot buttons. I learned this the hard way. It did not take long to discover that while fag in the United States has a somewhat derogatory tone in referring to gays, in the UK marketplace, it means cigarettes.

For the sake of staying on the same page, we’ll remain compliant with Western sensitivities in discussing copy and pictures. Just keep in mind local semantic, visual, gender, social, and cultural idiosyncrasies when building ads for consumption in other parts of the world. The 162,960 Facebook users living in Afghanistan may have strong opinions about how women are represented visually. Though the 5,336,920 users living within 50 miles of Ahmedabad or Delhi, India, have varying degrees of cosmopolitan orientation, traditional values are deeply rooted in every culture. That’s not to say that we shouldn’t mess with people for fun and profit for marketing purposes, only that it’s crucial to understand the fire we’re playing with.

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