Facebook Exchange Ads: It’s not about you. It’s all about me.
Published: January 30, 2013
Author: Molly Shotwell
Today’s post is by Christina Park, Director of Marketing at Triggit.
On Facebook, I find most people, including myself, to be incredibly self-absorbed. The content that we’re drawn to are the posts, pictures, and comments that are most relevant to us. My next logical leap would be to think that this type of mentality would naturally extend itself to the ads we see on Facebook. So my first question we ask our clients is, “Who and then what?” Who do you want to show your ads to, and what do you think would be most relevant for them?
At first, advertisers are skeptical about what they can do within the confines of a 99×72 ad format. There’s actually quite a lot that can be done to personalize the ad unit and create a relationship with the person viewing it. Below are some best practices that we go over on actual calls with clients who find success with Facebook Exchange.
1) Use images from your site that the person actually last looked at.
The most important factor is drawing eyeballs to the ad. Make sure the product image is relevant to your product. It’s best if the image reflected the last picture the visitor actually saw before leaving your site.
2) The more useful information, the better.
Put in as much helpful information as possible, including a description of your product. In several tests we found that putting in a product description in place of a price yielded higher engagement.
3) Test creative and copy variations.
Work with a partner like Triggit to test multiple combination of images and text to determine which ads are the most successful and relevant.
As we said in a previous blog post, dynamic ad creatives that reflect relevant product images and copy can yield 500% better performance on Facebook. So remember this mantra when you’re trying to think about the mindset of a Facebooker who’s seeing your ads: “It’s all about me, not about you!”
– Christina Park joined Triggit after six years at Google, where she led the charge in creating data-driven insights and marketing campaigns for large advertisers and agencies. Christina graduated with a journalism degree from Northwestern University.