So I might be a little late, but recently I created a Facebook account. As a previous Myspace user, it is easy to become comfortable with a particular social media network; because it is so easy to stay in touch with friends and family. The problem develops when your “friends” switch social networks or start to use multiple networks, as is the case with Myspace and Facebook.
The first thing I noticed within the Facebook platform were the similarities in features made the switch easier for me. Status updates, picture albums, and connecting with new friend’s remains the same between both Myspace and Facebook, however Facebook’s method of advertising puts them a step ahead from a marketer’s standpoint.
Facebook embeds their advertisements within the different pages of profiles and change as the user browses. One particularly unique function is that Facebook allows the user to “Like” or “Dislike” an ad and select the reason why the ad was unappealing. This type of information is invaluable to advertisers and can play a major role in allocating marketing dollars to the right audience or to target different demographics. Once you “Dislike” an ad, Facebook will serve you a new one but never the one that was marked disliked.
One important component in good ad copy is having a call to action. When a searcher sees your ad, you would want to direct them to your call to action (what you would want them to do on your site once they click). If a completed lead form or an e-commerce transaction is your goal, this should be stated in your ad copy.
Here is an example of ad copy for a lead generation call to action:
Full-Service Internet Fulfillment.
“Complete Our Form Online Now”
Search Engine Optimization
“Register Online Today”
Here is an example of ad copy for an ecommerce call to action:
Great Holiday Gifts for You’re Teen.
“Buy Online Now”
These have clear examples of what you want the user to do once they’ve reached your website.
Of course along with a strong call to action you want to direct traffic to a relevant landing page. The ad copy should direct the user to the landing page that has a clear call to action i.e. a lead form page. This could potentially increase your quality score in Google and eliminate irrelevant traffic as well. Remember it takes more than a call to action to have strong ad messaging. The ad copy should also describe how the keyword is associated with the product/service.
One of the most interesting concepts today is the inclusion of real-time web results. Web indexes from search engines update at astounding rates. It normally takes quite a long time to populate results from the entire web and to index results for searchers; but getting “real-time” results has been challenging. The immediacy of real-time data has been created primarily by Twitter.
The explosive popularity of Twitter is the best example of this “real-time” results opportunity. Twitter produces millions of tweets every minute on any subject you can imagine. Twitter lets the public express their opinions and thoughts in a way that has never before been possible.
Shortly after Bing launched, an experiment was conducted with the team at Twitter. A small number of “celebrities” tweets were incorporated as part of Bing search result. Here is a great example of real-time results using the keyword “Ryan Seacrest.”
What if Bing could index the Twitter stream and make it available to seachers? At The Web 2.0 Summit, Bing announced that working with the “real-time pros” over at Twitter. There now is access to the publics Twitter feeds and a beta of Bing Twitter search has been rolled out in the US. Instead of the usual descriptions that are used for links, Bing and Twitter decided to give a “social media caption” to display what people are saying about those links.