Making sense of Facebook ads

Most advertisers have been grappling with social ads, primarily because the concept of social context metrics are often not a direct fit into their traditional holy grail – the purchase funnel. Add to it, the concepts of promoted tweets and promoted posts, the ad is not longer just about a banner. Content and context is the ad.

When the content and context are not linked, some marketers make judgmental assumptions. On the sidelines of General Motors pulling out of Facebook advertising in early 2012, Ford maintained it’s ads are effective when strategically combined with engaging content and innovation. Definitely, the issue is not primarily about the platform but more about understanding contexts and content. Even GM revived their advertising relationship with Facebook later.

However, Facebook advertising continues to be a challenging proposition for most advertisers, even though Facebook recently streamlined its various ad units to almost half to eliminate redundancies and make it easier for marketers.

A case in point is this Myntra.com premium ad.

Myntra - Facebook log out adThe Facebook logout ad is a premium ad. It makes sense when you run a video ad on this page. Even though the user has logged out of Facebook he can still view the video and consume the message.

If the intent was to drive traffic to the website, the cover image does not have a compelling proposition for a user to click. Add to it, the restrictions that exist for the facebook masthead, though they have changed the guidelines to be more flexible now.

From the ad creative above, an average user’s most obvious view points for an action are in the lower right hand box. In that box too, most users are unlikely to click on the “50% off at Myntra” link. The Like/Comment call-to-actions have no relevance because the user is already logged out. Even if somebody would click on either of them that would only add to a very high bounce rate.

Creating campaigns with definitive metrics are easier for e-commerce portals than bricks and mortar stores (though not impossible for them too, if planned in the right way). Hence, it seems like a lost opportunity for Myntra.

Tips:

1. Make it engaging for the user. Place yourself in the shoes of the user while deciding the content and contexts

2. Have a compelling proposition for the user and lay-out a desired customer journey. E.g: From the ad to a responsive landing page, to product interactions to orders or referrals, and all steps in-between.

3. Tag the website pages correctly to be able to accurately measure the customer journey. Track where the journey starts and where it ends.

4. To measure the effectiveness of you campaign, go beyond impressions and Click-through-Rate, to link it directly to your business objectives. This can reveal immensely valuable insights and add an entirely new dimension to your advertising campaign. Often times, marketers only measure the tip of the ice-berg in the Key Performance Indicators of their campaigns. So what could these insights look like? One example could even be: A customer acquired through organic referral from a user who viewed the campaign spent 30% more than an average buyer.

If you have more tips, please share in the comments.

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