“The real fact of the matter is nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage
Much has been made of the fact that Facebook Advertising is essentially interruption advertising; that it more closely resembles a magazine ad than a Google Ad Words Ad.
And this is true. People searching Google don’t find relevant ads to be a distraction – they find them, well, relevant to their task at hand, whereas Facebook ads MUST distract readers from what they are doing, rather than aiding them in doing it.
But it’s also true that most people get on Facebook searching for an interruption. They have interrupted their regularly scheduled life, specifically looking to be distracting. Sure, sure, at least some of the people are specifically looking for updates or newly posted pictures or what not some of the time. But how many of those people immediately log off as soon as they got what they came for? And how many continue to browse Facebook looking for something interesting.
And that’s where an interesting ad can come in. Enter the following ad I spied on Facebook over the holiday weekend:
Hmmm, a Groupon-like discount from Appsumo on Google Ad Words. Interesting? Maybe.
But a picture of Doctor Evil? That’s not just interesting, it’s “One mmmillllion dollars”-interesting. At least curious enough to get me to read the ad and consider the offer.
And this all lines up nicely with the very advice that Facebook gives its advertisers:
- Create a good user experience
- Be social
In other words, give Facebook users a more interesting distraction than they were getting from the content, and do that by tying into relevant social cues, values, and references.
Hey, it’s not one of Anastasia’s Google AdWords Secrets, but it is a “secret” to creating successful Facebook Ads.