Weitere ähnliche Inhalte Ähnlich wie Mastering The Art of B2B Facebook Ads (20) Mehr von Will Marlow Agency (12) Kürzlich hochgeladen (20) Mastering The Art of B2B Facebook Ads3. The Principles of Advertising
If you understand the fundamentals of ad writing,
it doesn’t matter where the ad appears.
My hero David Ogilvy, known as the father of modern advertising, wrote
extensively on what makes great ads, and his guidance is still valid today, even if it
is largely ignored, and we draw on his expertise heavily.
My other hero, the fictional Don Draper, said that you should bathe yourself in ads
if you want to be a great ad writer.
This eBook is meant to help marketers become better ad writers by
1. highlighting Facebook Ads that work well,
2. highlighting Facebook Ads that are terrible, and
3. helping you consider lots of ads at once.
This approach to teaching ad writing is premised on the belief that repetition
breeds excellence. That is, if you are studying painting, you are better off
spending six months paintings 100 portraits rather than six months trying to make
one portrait perfect. We want you to look through these ads that follow to be
able to make quick judgments on whether the ad is powerful.
My hero David Ogilvy, known as the father of modern advertising, wrote
extensively on what makes great ads, and his guidance is still valid today, even if it
is largely ignored, and we draw on his expertise heavily.
My other hero, the fictional Don Draper, said that you should bathe yourself in ads
if you want to be a great ad writer.
4. And you should do so in the context of the following 9 questions, because as the
great Tony Robbins says, the quality of your results is determined by the quality of
your questions. You should think about the following questions as you are writing
your own ads, and you should start by thinking about these questions in the
context of the ads that follow.
Finally, I want to point out that advertising in the digital arena is an eco-system.
You are always competing for the attention of your audience, and you are not
always competing against your direct competitors.
It is critically important to understand that the following ads were drawn from
only twopeople. This means that approximately 200 ads were in the Facebook
Newsfeeds of two people. That is a lot of ads.
I have tried to group the ads in a sensible way: i.e., ads for the New York Times are
next to ads for the Wall Street Journal, and desktop ads are separated from
mobile ads. But even though the Wall Street Journal is directly competing with
the New York Times, it is also competing with Whirlpool, Dyson, the
Commonwealth of Virginia, and IBM, all of whom are buying ads to reach the
same people.
It helps to remember that your ads need to stand out not only against your
competitors, but against all other ads that are reaching the same individual.
What follows are the questions you should consider when looking at the ads. I
hope you find this exercise useful in becoming a more effective marketer.
1. Does the headline grab your attention? David Ogilvy said that when
someone sees your ad, the headline will be read 80% more frequently
than the lower body copy, and we believe that this is still true. If you
make your headline more effective, you are going to have far better
results than if you spend time dithering with the less-read subtext.
Should.
2. Does the headline evoke a compelling emotion? Selling is not an
entirely rational thing. If you are simply trying to state the facts, you
are unlikely to stand out.