Facebook is different from AdWords or Organic Search, because you are trying to grab attention from an audience who isn’t seeking your product / service. You have to expect different levels of intent, and understand the audience mindset when crafting campaigns.
You've probably heard the idea of inbound marketing at some point during your career. Today, I want to share about how Facebook ads operate differently than inbound marketing. They operate in an outbound interruptive model and that's not something to be scared of.
If you've heard inbound it's probably due to HubSpot. HubSpot kind of coined the phrase. They own that idea and they've really done a great job marketing the idea of inbound marketing.
In fact, if you do any search for inbound versus outbound, 90% of what you're going to find are blog posts from HubSpot, or HubSpot partners, touting the party line ranging from kind of lightweight, "this is the old way of doing things" versus "the new way of doing things", all the way to very aggressive adversarial type of language calling outbound marketing as being a real problem and something the be avoided at all costs.
The truth is solid marketers know that inbound and outbound both have a place in marketing because marketing is a process. A customer goes through their buyer journey, they go through the process, and at different stages, inbound and outbound, are both useful.
In fact, inbound is fantastic for those people who are doing searches and trying to find solutions as they're looking for information. They're trying to do evaluation. They're trying to determine what the best option is for them.
On the other hand, outbound has a place too. Outbound marketing's place is really further up the funnel where people aren't even aware that there's something for them, their passively aware that there might be something but they don't know really know what to look for, or it's not a high priority to go seeking this out.
To put a finer point on this, Facebook operates differently from an ad model than something like Google or Amazon. With Google or Amazon you've got high intent people who are focused on achieving something. They're looking for a service, a solution or a specific piece of information.
In Facebook, you're trying to get in front of somebody who isn't looking yet, catch them early in the process, and try to bring them into your funnel into your process. If you try to operate these ads in the same way, you're not gonna be happy with results.
With Facebook you have to think more about who you are showing your ads to rather than what they are doing.
It's not about what query they typed into the Amazon search bar or into Google, it's about the fact that they're an Android user. Or that they're interested in wedding bands or dogs or the New England Patriots or whatever it is. You need to think about who you're talking to. You need to think about that person based on that archetype, what's going to pull them in, because, what they're doing from an intent standpoint indicates what you need to show them.
If they're on Facebook, if they're on Instagram, if they're consuming content, you have to put something in front of them which is going to be consumable. Have it grab their attention, stand out, cause them to redirect, and to come check out what you have to offer them.
Think about: Is this a video that explains a problem? Is this an image that showcased what you can offer? Is this showcasing the use of your product or showcasing the woes of what you solve for? Then based on, have they had any interactions with your brand before or is this the first time? That might determine how aggressively you're trying to sell to them.
The point is, when you're running your Facebook ads, you have to think about them differently than if your running AdWords or Amazon ads. You have to think about them based on who you're going after rather than what they are doing.
JP Vanderlinden, Director of Digital