Did you know that in the five years of its existence, Facebook’s infamous ‘Like’ button has been clicked 3.4 trillion times? Or did you know that Facebook’s new mobile app Facebook Messenger, which is an avenue purely for messages, has now reached 500 million users.
And with Facebook Ads you can reach a large number of people where they spend a lot of time. This is why today we are talking with Dragoş Stanca!
Who is Dragoş?
He started as a news reporter and came to manage, years later, media companies with hundreds of employees. Today, most of his time he is dedicated to TDG‘s projects, a group including several companies where he is involved (digital marketing, adnetwork, online media, marketing technology). He is also the founder of ICEEfest – Interactive Central & Eastern Europe Festival.
1. What makes a Facebook Ad more clickable?
“First, the creative. The structure title, image, text, call to action. Second, precise targeting – it’s not enough to have a good ad if the ad doesn’t talk to the correct audience. When it comes to targeting, Facebook has perfected an advanced system that even allows showing dedicated messages to micro groups (custom and lookalike audiences). Also, Facebook retargeting works better and better. Or, if it is the case, the special units that generate mobile app installs and reactivate mobile app users – that’s a format that’s being used more often.
Not least, the brand page editorial presence makes the ad in question important. What happens in other channels or on the Internet matters as well, in general, in a campaign. The clickthrough rate for an ad that speaks about a visible marketing action is better than a generic message that speaks about something unfamiliar.
In few words, the creative message, targeting and the used formats, the campaign context and its content – all those matter.”
2. What do you think about the role of Facebook in online advertising?
“Facebook has radically changed both the structure and the way an online campaign is designed today, compared to 4-5 years ago. First, from contextual targeting and keyword targeted ads in search engines, we’ve moved to personalized and behavioral messages. Now big companies have to start a dialogue with their customers. They can’t just communicate and shout loud and wide that their product is the best. Facebook means people, not unique visitors. Not cookies. Not browses.
Only Google’s evolution is comparable with Facebook’s, both in terms of general marketing techniques and campaign structure. Exactly how Google build an entire industry on campaigns related to SEO or SEM, Facebook has generated an entire business ecosystem: companies that have advanced social media marketing specialists, other businesses or apps that use the structure Facebook has generated, companies that create complex social network optimization campaign tools and so on.”
3. Could you name 3 best practices for advertising on Facebook for 2015?
“Always: on strategy and smart content. Designing Facebook campaigns doesn’t have to be on point and contextual, but permanently. The content is just as important as the campaigns themselves. Facebook is also the main supporter for native advertising. Advertising is not necessarily advertising, but brand content.
Increased use of video and especially micro videos as an advertising format and not least
Smarter targeting and mobile-friendly campaigns – which has become the main device through which the average Facebook uses checks his or her newsfeed.”
Thank you Dragoş!