Facebook Marketers Interview Series- Merry Morud
Published: February 18, 2014
Author: Molly Shotwell
Name: Merry Morud
Title: Social Advertising Director
If you had 10 million dollars to invest and you could invest in Google
or Facebook stock, which would you pick, and why?
I would feel more confident putting the money into Google. Their suite of products is massive and undeniable. They’re also more mature in their organization and vision. I sense a bit of floundering with Facebook, and certainly feel they’ve shot themselves in the foot with their revenue generator (ads) focusing too much on the money grab and not necessarily what’s in the best interest of advertisers and users.
What do you think will be the most important marketing platform in 10 years?
Platform-independent data and really, everything is a channel.
Which Social Networking platform has the most untapped potential for advertisers?
I see Pinterest as having the greatest potential for advertisers. If Pinterest can successfully grow its ad platform in a sophisticated way (think beyond promoted pins and paying for engagement within the platform) it could be a boon, especially for B2C companies.
Pinterest isn’t so much of a social network as it is a killer search engine with actual purchase intent (something Facebook hasn’t been able to figure out yet). Pinterest has become a go-to search engine for everything from recipes, to home improvement, to fashion trends. These are just some of the verticals where a great image is going to sell the product/concept better than mostly text-based SERPs (even image searches via Google or Bing).
What’s your favorite advertising campaign (e.g. Betty White Super
Bowl ad, Got Milk billboard, etc.)?
A bit cliché and probably over-used, but the Old Spice “The Man Your Man Could Smell Like” was genius for the following reasons:
1.) They NAILED their audience. Who buys men’s deodorant/body wash? A great majority of buyers are women: Moms of teenage boys, wives who pick the products up at Target while grabbing other household necessities. Girlfriends pick out the scent they love most.
2.) It had the right amount of tasteful sex appeal that didn’t totally alienate anyone.
3.) It was innovative (the continuous shot – which they created even more content around).
4.) Most importantly, it was darn funny. SO funny that this ad only aired once on TV, but was so astoundingly brilliant that the public sought it out, watched and re-watched it again and again, sent it to their friends, talked about it and still remember it… 47 million YouTube views later.
The takeaway here is: don’t underestimate the power of amusing others while making the content not about you! (Old Spice the brand was only mentioned twice in the spot but the retention is astounding.)
What are the three most important qualities of a Facebook Ad campaign?
1.) Structure – hands down most important. We treat Facebook campaigns like AdWords’ ad groups, where all the ads within a campaign are targeted the same. This allows advertisers to better assess which ads are resonating with which targets. Additionally, ads within a campaign compete against each other. Within one hour of gathering data on ads within a campaign, Facebook auto “optimizes” and only shows the ads that have the highest CTR.
2.) Targeting – It’s deadeye precise. The targeting abilities of Facebook and their partners are astounding and go far deeper than demographics. Access Facebook Partner Categories with Power Editor, and if you’re not using Power Editor, do it now.
3.) Ad variation – test a variety of ad messaging and creative. Not only will advertisers learn what key messages pull in users more than others, variety breaks up the monotony. And in terms of creative: the ad image is THE most important element of your ad.
If anything keeps me up at night worrying about my company, it’s…
Growing too quickly.
What’s the one marketing lesson you wish you had learned earlier?
You don’t have to re-invent the wheel, but never skimp on creative.
In three words or fewer: the future of Facebook is…?