Stop the Lame & Mundane Digital Ads

Stand Out In a Crowd of Ads with AdWords & Facebook Ads

Stop The Lame & Mundane Ads Now

It’s time to step your Google AdWords & Facebook Ads game up.  

Let’s face it, the internet is a noisy place, right?  You know it, I know it..everyone knows it.   A simple Google search will show you exactly what I mean.

Boring Google AdsLet’s work with an example.  If I search life insurance on Google I get four ads at the top of the Google Search Results Page.  If you look at the image you will note that the ads are all very similar in nature.  If you’re anything like me you would likely pick one at random from the four unless you are already familiar with one of those companies.

The first company, Amica, is spending approximately $333,000 a month on Google AdWords.  Global Life is spending over half a million a month.  Select Quote is spending almost $885,000 a month and AAA rounds out the top 4 spending $408,000 per month.  There are a few flags right away for Global Life and Select Quote but we’ll get to that on another blog post.

There really is nothing that makes any of these ads stand out.  Life Insurance might seem like a dry topic that has little room to be creative because of compliance.  However you can be creative while staying in the compliance guidelines.  Take a look.

Just a real quick creative for AdWords and Life Insurance.

You’re Not Dying Are You?
Life Insurance Isn’t Just About
Death. College, DI & LTC Planning

The ad meets compliance for most life insurance companies but would definitely stand out in the crowd of boring ads from the top advertisers on Google.

It’s really not too hard to be creative even with the character limits of an AdWords ad.

On Facebook you can be even more creative.  I am part owner of a startup in the golf industry and we ran a few ads on Google and on Facebook.  On Facebook the ad can include an image so long as the image is not more than 20% text.  No problem.

We created an all black image with a golf club and ball.  There were two different statements that we used for this set of ads. The first was “We’ve Got The Balls To Change The Game” and the other said “This Isn’t Your Father’s Golf Game”.  Both ads went over very well and drove traffic better than any other ads we ran on any platform.

In both scenarios the status quo of the digital advertising industry was challenged by being creative and bold in our ad text.  These are just a few examples of what are possible.  I will add this little caveat.  Not everyone will like these ads but for those that do your conversion rate will certainly be higher.  Not everyone likes the boring ads in the life insurance ad results either.  Either way you will have some that disagree with your methods so why not use the one that will work to your advantage? Why not use the ad copy that gets you more traffic and conversions?

Challenging the status quo of advertising is nothing new in the advertising world but it is relatively new in the digital advertising world.  The idea of using an all black ad was first used by Smartfood Popcorn.  Many people told them no one would buy a bag of popcorn if it was all black.  Man, were those people wrong.

If AdWords or Facebook Ads didn’t work for you in the past it might be time to revisit and do things a little differently.  Buck the trend.  Be Bold.

Episode 2 Is Facebook Pissing You Off?

Episode Two of my blabcast is dedicated to Facebook.  Is Facebook Pissing You Off.  I entertained some questions in the chat and questions I received beforehand about how business owners are growing weary of Facebook pages.  Some have switched to Groups which I did not discuss today.  We discussed ways to work around the decrease in organic page reach.

Methods of working around the decrease in organic page reach include sharing page posts to your personal page, encouraging others to share, using hashtags, using video and of course advertising.  We briefly discussed the use of the Power Editor as well.

If you are interested in learning more about the Power Editor I do have some older videos on YouTube.

Next week we discuss Android vs. iPhone as it relates to Social Media



Facebook is Pissing Me Off

Facebook Logo

Facebook announced on November 14th that they would further suppress page posts in their news feed, at least that’s how many interpreted the post on their blog site.  With the announcement came a collective arm throw in the air by many page owners.  Many Facebook page owners have taken large hits by the repeated Facebook updates regarding how frequently page posts are seen in the news feed.

So what’s a page owner to do? And why does Facebook keep doing this?  Should I just abandon Facebook marketing altogether in favor of other platforms?  Let’s take a deeper look.

First, the announcement targets specific types of posts. Posts that only push a product or service (sales posts) will continue to be further pushed down by Facebook’s algorithm.  The 3 types of posts are:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Frustrated at FacebookWith that being said the simple solution is not to sell as much on Facebook. This is something that I have advocated for a while now.  No one on social media wants to be sold to. Your audience wants to learn more about what you do, how you do it. They want to be educated and entertained. They want to see your brand has a personality. They don’t want a pushy salesman in their Facebook feed.

Facebook has two logical reasons to make the changes. The first is feedback from its users. Facebook users have spoken loud and clear, they don’t like obvious attempts at getting them to click on something they don’t want to see.

The second reason should seem just as obvious to you. Facebook is in business to make money. They make money by selling ads. They want businesses to use ads.

What Do I Do With My Facebook Page Now?

Here is a list of 6 methods to continue to achieve a high level of engagement on Facebook without using ads.

  • Use Videos-Facebook continues its push to rival YouTube and other video platforms. In doing so they are making video marketing on their platform more attractive. If you use Power Editor and Videos you can achieve much better engagement than any other form of organic Facebook marketing.A recent A/B test on a client’s Facebook page (with their permission of course) yielded a reach of 10 times more Facebook users than the same content with an image. Engagement was 5-6 times more than any other post on the page and people talking about the video was 10-12 times more than almost every other post on the page. Those are pretty impressive statistics.
  • Share your posts on your personal page. I cannot put it any simpler than that. I recommended this in a post earlier this year and I will say it again. I would also tell you to be careful not to share all of your posts to your personal page..or you just might start losing some of your friends.
  • Share original, unique content. If you’re not going to use video then a blog post with an image is another great form of sharing on your Facebook Page. Creating a blog post using content that is original and relevant to what you do will not only garner more attention than a sales pitch or the same post over and over but will also set you apart as the expert in your field.If you think your business is interesting enough I would tell you to think again. One of my clients is a Wildlife Control Expert who thought the same thing. Some of the content being shared on his page does very well.  I have also worked with a locksmith who received positive engagement for educational posts. I would challenge any business owner to prove me wrong.Facebook
  • Personalize your posts. Seems simple enough, right? Well, many businesses have a hard time doing just that. Not every Facebook post has to be a video or blog.Posting the occasional personal message with an image, or sharing something going on in your personal life always seems to do great.
  • Ask questions that are relevant to your business. For example “Do You Find Social Media Marketing to be Too Time Consuming?” Asking questions encourages engagement and often helps with the next blog post topic.
  • Tell Stories. People love stories, especially true stories. If the story helps them understand further what you do it will encourage interaction and potentially a conversion.

Maybe I Should Just Abandon Facebook Marketing Altogether

That’s definitely an option, one that some prominent page owners have taken. Would I recommend it? Absolutely not. Facebook is still the Facebook Anger & Confusionlargest social media platform today with over 1.2 Billion users. In most parts of the United States, 40-50% of the population is on Facebook.  The fastest growing demographics on Facebook are the Baby Boomers and Generation X, the people with the most expendable income.

Facebook does not appear ready to loosen its grip as the number one social media platform anytime soon. In fact, Google has shown signs that it may soon wave the white flag (again) on trying to compete. Sure there are some upstarts and yes you can go to Twitter, LinkedIn & Instagram (owned by Facebook) but their populations are nowhere near that of Facebook. Finally, it is estimated that 80% of Facebook users prefer to interact with a business or brand on Facebook before conducting business with them.

These reasons are far too overwhelming to just ignore the social media giant altogether. Perhaps it’s just time to rethink your Facebook Marketing plan.

Do you have an organic method of increasing your Facebook Page Post reach & engagement that you’d like to share? Comment below

Want a free inbound marketing analysis? Get it now!

Images with No Text Get More Action

Facebook Advertising Case Study

Facebook Likes Advertisers who Test their AdsRecently I was tasked to run a national campaign for a client. The client has a very specific demographic making the campaign a little easier to run. Any good inbound marketer will tell you to constantly monitor ads for reach, CTR and conversions.  Ads should also never run with the same image/content for more than a week or 2.

That works out well for this particular campaign because there is a different conversion every week so I am almost forced to change the ad weekly.

What I Discovered

Marketers will always tell you one thing works over another, and they are the experts so you will likely believe them. However without proof they are just spewing hearsay. I will provide you with proof that Facebook Ads using an image without text perform better than ads with an image.

For this particular pair of ads I used the exact same ad copy, the exact same target markets and the exact same demographics. In fact it is the same ad with one difference.

For Ad A I used an image with text.  For Ad B I used the same image without text. Really not to significant one would think but it actually is.

Drum Roll Please

The Ads will stop running the day of this post. With about 9 hours left on the ads here are the results….

Ad A-Image with Text: Clicks 202 | Actions 185 | CTR 1.70% | Avg CPM $9.04 | Avg CPC $.53

Ad B-Image without Text: Clicks 553 | Actions 442 | CTR 2.12% | Avg CPM $8.28| Avg CPC $.39

Not only did the Ad B perform much better, more than doubling the clicks and actions, but it cost less money.

Facebook Ads A/B TestingWhat Does It All Mean?

You might be getting different results than me, I don’t know.  Perhaps your demographics are different than this campaign. For example, I would not consider the images I am using with an all-male audience. I am sure someone will try to challenge my findings and maybe it’s true, maybe you achieved different results. Show me the proof as I would be very interested in seeing them, and sharing them with my audience.

What this really means is you will want to test your ads, and constantly tweak them to maximize your potential conversion rate.  Don’t set it and forget it. I tell my clients all the time that the set it and forget it method of web marketing will not achieve long-term goals.  You may see instant gratification but is that what your business needs?

You will also want to use the Power Editor to manage your ads. Recent updates to the Power Editor make advertising to very specific demographics, editing ads and managing ads even more robust.

Ready to start a digital marketing campaign?  Need help with your Facebook Advertising? Contact me using the form to the bottom right or click here for a free, instant assessment of your current efforts.