Interestingly enough, I’ve received follow-up info on two of the ads that I’ve analyzed in past Ads in the Wild posts. And a lot of insight can be gathered from both follow-ups:
1) Kaplan University’s grand strategy was different than I had suspected
The other day I got a phone call from Daniel Yap, the Executive Director of Marketing for Kaplan University. Apparently someone had forwarded him my earlier post on his school’s Facebook Ad and he wanted to give me some insider info on the ads real purpose, performance, etc.
So here’s the deal – the ad isn’t intended for prospective students at all. In fact, Daniel agreed the my posts analysis would likely have been spot on had the ad been targeted for prospective students, but that, in fact, it really was targeted to Alumni and Faculty with the slight spillover of friends of Alumni.
The plan is for Kaplan University to create a vibrant and living Facebook page for the Students, Alumni, and Faculty both for their use and also for the sake of prospective students, who will, upon coming to the page, get a sense of the pride and community that exists around Kaplan University.
Knowing this, it now makes sense that the ad prominently featured Kaplan’s logo as the picture and that the invitation came off as specific to already existing students, alumni, and faculty. And it also makes sense that the ad would perform admirable for Kaplan, which is something that Daniel was also able to confirm for me during our conversation.
2) Frank Kern’s Tweaked Ad Shows All the Right Moves
After I wrote about Frank Kerns “Morbid Marketing” Ad, BoostCTR’s own Ryan Healy covered a tweaked version of the ad for his post, and comparing the two ads has proven instructive:
First of all note the improved picture. On the first ad, we just have a boringly, plain picture of Frank, which only has Frank’s celebrity status (amongst his fans) going for it. On the second ad, we’ve got what looks to be Frank wearing a viking hat that’s been altered with arrows imprinted or overlayed onto the horns. It ads a huge “What the heck?” factor — aka story appeal – to the ad’s picture. The picture is both eye catching and a photo that demands a 2nd look or read through to figure out what is going on. This is a very good thing for a Facebook Ad!
Second, note that the word “Morbid” which I commented on in my earlier post has jumped from inside the body copy to featured status within the headline. If Morbid is the attention getter, then why not put it out where it can grab the most attention? Now, between the headline and the new picture, you have all the elements of the ad working together non-redundantly to engage viewers.
Third, realize that Frank Kern tests his online marketing relentlessly. If these changes weren’t helping him, he’d have ditched them. The fact that his still running the tweaked version of the ad and that the changes are fully inline with the ad principles that BoostCTR advocates says volumes.
So there you have it, some very important Facebook Ad lessons gleaned from follow-up. Let us know what you think the most important take-aways are in the comments section.