Are you using Facebook Ads as part of your Internet Marketing arsenal?
If yes, that’s fantastic. If no, you’re missing out on a sizable chunk of highly targeted traffic.
Having said that, a large majority of those that are into Facebook Advertising at present are not using it correctly – to their full advantage and to its full potential.
The problem is:
Internet Marketing professionals are still in the mindset that its “keywords” that allow them to target the right kind of audience on Facebook, when its actually box “categories” of “likes” and “interests” that allow you to target your ads to a certain demographic or interest group.
This misconception has lead to a lot of disappointment for new Internet Marketing folks looking for a cheap source of demographically refined traffic.
Facebook may end up allowing advertisers to target prospects based on the text in “status updates”, which would make it perhaps as powerful as Google Adwords in driving trafffic – some day – but until then, we have to stick with what Facebook “is” giving advertisers, that being the ability to target prospects based on their “likes” and “interests” – something Google cannot do.
Now – With this insanely great ability to target prospects by their interests, come several challenges that Internet Marketing professionals must be prepared to face – but appear not to be thinking enough to face adequately.
Well, first off – Internet Marketing on Facebook requires anyone to assume the stance of “Interruption Marketing” as opposed to “Search Marketing”.
Google allows advertisers to target their ads to specific keywords that people use in their search activities every day. Facebook on the other hand doesn’t.
THIS, is one of the major misconceptions that have floated around since Facebook Ads first hit the market. Some Internet Marketing professionals are still using random “keyword-like” LIKES and INTERESTS in their Facebook campaigns when they should really be using Facebook’s “available” likes and interests that are provided through their Ad Creative interface.
On Facebook, Ads are not targeting search behaviour – They are relying on people to “notice” them. Therefore, Interruption Marketing powers Facebook Ads – not Search Marketing.
I can’t wait for the day when Search Marketing does make its way into Facebook. What a day that will be for Internet Marketing professionals worldwide, and how scared Google Adwords will be when that happens. But until then, please note:
It’s Interruption Marketing that forms the correct paradigm for Facebook.
Not Search Marketing.
So next time you start an Internet Marketing campaign on Facebook, remember these words: “Interruption Marketing”.
Your ads must be good enough to “interrupt” regular user behavior. More on that in future posts.
Ali is also an Affiliate Marketer, Product Creation & Launch Consultant, Copywriter, and one of the most Highly Recognized Programmers in theÂ Internet Marketing world, the Lead Technologist behind the Blockbuster Launch of The Internet Time Machine, and Search Engine NowRelevant.com, and has been mentioned for his work in several International News Publications such as Forbes, The Chicago Tribune, NY Times, LA Times, and Reuters, to name a few.