Writing for Kissmetrics, Brad Smith of Codeless explains why Facebook advertising needs to be approached differently than pay-per-click ads — because search engine users have a different intent (to find something they’re looking for) than Facebook users (who go to the social network to browse and even procrastinate).
While search is based on intent, social is serendipitous. People find stuff almost by accident, because they weren’t necessarily planning on finding that stuff in the first place.
Within his article, Brad also outlines an effective sequence for Facebook ads that takes into account the intent of Facebook visitors. He recommends:
- promoting content to build awareness;
- generating leads by targeting those who have become aware; and finally,
- converting those leads with simple offers.
My company’s roots are in the printed catalog industry. Part of what we get from that history is a sometimes stubborn insistence that marketing efforts should have instant return on investment. When we have advertised on Facebook in the past with that mentality, we’ve been disappointed, because social is a longer-term investment. The next time we try advertising on Facebook, I think we’ll follow Brad’s advice instead.