Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques by Weintraub Marty

Author:Weintraub, Marty [Weintraub, Marty]
Language: eng
Format: mobi
Publisher: Sybex
Published: 2011-07-14T16:00:00+00:00

We’ve done extensive testing on the difference between ads that present corporate logos versus ads that feature pictures of various stripes. The fact that logos tend to perform a little below, in most cases, speaks to Facebook not being a commercial place per se. On the continuum of transparency in ads, there are basically five levels of clarity in explaining to users exactly what the ad is about and what company it’s from.

The first level of brand clarity shows the logo so everybody knows where the ad is from. The headline and body copy clearly explain the marketing pitch. The result of an ad such as this should usually be a click, toward the goal of converting a user or firmly injecting them into the attribution cycle. It’s common to also state branded terms using ® (the registered trademark symbol) and other service marks. Ads like these sometimes don’t perform as well as versions that don’t sport the logo and are more ambiguous as to the sales pitch. That generality, of course, is dependent on many variables and should be tested.

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