Your PPC advertising strategy will be vastly different depending on the platform you’re using.
That’s because getting a person’s attention via search marketing (say, Google Adwords) is a much different process than getting a person’s attention via interruption marketing (say, Facebook Ads). Let’s examine those differences for a moment.
When writing a PPC ad for Google Adwords, you’re simply trying to mirror what the person is searching for. If they search for “dog leashes,” you want your ad to deliver “dog leashes.” What’s more, you want your ad to stand out from your competition so your ad gets clicked instead of theirs.
But the mindset of a person searching Google is extremely different from a person surfing Facebook and checking the latest updates.
A person on Facebook isn’t actively searching for anything. They’re probably updating their profile, reading their friends’ updates, responding to a few of them. They’re basically engaged in leisure activity.
They’re not trying to solve a problem or find information.
So how do you get a Facebook user’s attention?
You have to interrupt them. Grab them by the eyeballs and force them to read your ad. Generate enough curiosity or appeal that they can’t help but click.
And to do all of this effectively, you need to:
- Use words and pictures that literally can’t be ignored.
- Use demographics to target ONLY the people who would be interested in your offer.
- Split-test multiple ads simultaneously to maximize CTR. (Delete underperforming ads.)
- Introduce new ads on a regular basis to prevent “ad blindness.”
Those are the basics.
What does a good Facebook Ad look like? Here’s one that has appeared repeatedly on my Facebook. Due to the length of time it’s been running, I assume it’s a strong performer.
A few things I notice about the ad:
- It targets my interests.
- The image is unusual and visually arresting.
- The language generates curiosity. “Inappropriate Marketing”? “Morbidly inappropriate”? These phrases alone make me want to click.
You see, with search marketing, your prospects are actively looking for what you have. You don’t need to interrupt them.
But with Facebook, you HAVE to interrupt them. And you have to be good at it. Otherwise, you’ll overpay for clicks and may not get the results you were hoping for.
Master both mediums — search and interruption marketing — and you’ll be that much closer to dominating PPC in your niche.
About the Author: Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients (literally), including Alex Mandossian, Terry Dean, and Pulte Homes. He also writes a popular blog about copywriting, advertising, and ways to grow business.