The Broad Brush of Facebook Ads

Would you use a 5mm brush to paint a house? Or would you use a hammer to drive a screw? The right tools and the right strategy can mean a world of difference when it comes to the success of a project.

That’s why you have to be sure of your strategy when you are preparing your ads, no matter what platform you are using. And though it might seem tempting to use the same ad copy and imagery that you carefully prepare for all of your ads, it is important to diversify your approach to match the platform.

You might be thinking to yourself, well, I’ve already worked on my ads. I want my branding to be consistent, so shouldn’t it be the same all of the time?

The answer is a little complicated. Take for example the difference between search ads on Google and Facebook ads. When someone searches for a product on Google, they want information that directly relates to their search. Therefore, your ads need to be direct and deliberate, as if you are speaking to a single person.

Your ads on Facebook, however, are not a response to a search. They are a response to a crowd. And just as you would not paint a house with a small brush, you would not speak to a crowd the same way you would speak to one person.

Facebook knows its audience – it is constantly researching, turning over data, looking for connections and demographic details. They give you the opportunity to exploit this information through ad targeting. Yet, even though you have powerful insights to find the right demographic, the ad itself needs to be the right fit.

First, you have to think about where on the page you want your ad to sit. You have a lot more options than Google. Between the news feed, the mobile option, and the side bar, every ad provides a different option and a different click through rate.

Second, you have to think about your imagery and your copy. The basic white background retail thumbnail will not work the same for Facebook. You need to consider design – something that will stick out and grab the crowd’s attention. Remember, you are not responding to a basic search, so you need to think about what will work for your brand.

The biggest difference between Google Adwords and Facebook Ads is the consumer behaviour behind it.

Google Ads are based on an “active” search, meaning that someone has actively searched for your product, making them a warm lead to your product or service offer.

Facebook Ads are based on Interests and Demographics. The end user is not specifically searching for your service, BUT based on their existing criteria, your offering may solve a problem for them.

At the end of the day, when you’ve been trying to get as much painting done as possible and the bristles at the tip of your brush are fraying, the rest of the job can seem too much to conquer.

It’s time to take action! Start a Facebook Advertising campaign with us today or call (02) 8915 6229 for more information.


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