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Marketers make a lot of choices on a daily basis, and the information they act on changes frequently. In an effort to keep the advertising industry straight, we’ve launched a new series of blog posts, affectionately titled “Versus.” Here we will discuss two sides of Facebook advertising, and how each can help your brand.
As we’ve said before, there are a few rules you should always follow when it comes to Facebook ad creative; namely:
1. Keep the branding uniform, but adapt to different audience segments by experimenting with text, imagery and CTAs.
2. Allow at least two weeks to test out a few campaign iterations and focus on what works.
3. Because 64% of Facebook users visit the site on a daily basis, you will need to refresh your ads regularly.
That said, there are some differences between static and dynamic advertising that you should focus on when launching your creative.
According to Facebook, the amount of content a user could see during any given visit to their News Feed, unranked, would average 1,500 stories between updates from friends and Pages. Facebook’s algorithms allow it to prioritize down to 300, based on previous likes, hides and scrolling activity. Here’s how to make sure users don’t scroll past yours:
Facebook users say they especially appreciate seeing photos and videos from friends in their News Feed. In fact, a Pew Research study found that 47% of respondents reported that’s a major reason why they use the site. Visual stimulus is a key differentiator between ads that perform well and ads that don’t. Some tips for optimizing your dynamic content:
Regardless of whether your ad is a page post video ad, page like ad or mobile app ad, Facebook allows you to reach over one billion users who are accustomed to liking, commenting on and sharing content. Creating marketing campaigns that are original, native, timely and targeted properly is your best chance of maximizing paid spots. It’s also worth noting that younger demographics on Facebook have larger followings — so if you can appeal to the 18-29 year old set and get them to share your ads, you’re likely to get a nice distribution boost.
Want to make an impression on your audience? Check out our latest eBook – “Getting Creative: The Secret to Facebook Advertising Success.”Download My eBook