Facebook Advertising Approach

While advertisers have long coveted the potential of the massive advertising audience on Facebook, very few have solved the unique challenges that come along with it to achieve an ROI, or even determine how to measure results. By combining a deep understanding of what drives user behavior with innovative technology and a fresh approach, at Wpromote we have helped our clients crack the code.

Turning “Likes” into “Buys”

For savvy advertisers, driving users simply to “Like” a brand is not enough to warrant significant resources to advertising on Facebook. The value of a “Like” is nearly impossible to measure, and most importantly, in no way does adding new “Likes” ensure that your marketing or community messages are reaching your audience: not all “Likes” are created equal.

At Wpromote, we are focused on what happens after the initial “Like.” We value users that share content, add word-of-mouth value, ultimately become customers and contribute to the bottom line.

To Facebook or Not to Facebook

One of the first major questions that we answer with clients is where to take users that engage with ads: to keep them inside, or remove them from, the Facebook environment. While the correct answer depends on a variety of factors – from user demographic to buying cycle – our understanding of behavior and ability to test real-time variations will drive the optimal answer.

We also pioneered the “hybrid” solution, which allows us to keep users within a client’s Facebook page that includes an integrated shopping and lead generation experience. This solution often produces better results and greater cohesiveness for users than either of the traditional choices.

Facebook Users Are Not Google Users

One of the easiest traps that advertisers fall into when they attempt to jump into Facebook advertising is to apply their knowledge from PPC – such as high-CTR-producing ad creative – to the Facebook platform. Doing so is a fast-track to failed campaigns because it does not acknowledge some of the fundamental differences between Facebook and Google advertising:

• Google users’ goal is to connect with information; Facebook users’ is not. Ads, therefore, need to draw attention and engage, very different from matching queries to creative in PPC.
• The thumbnail images in Facebook ads are of enormous importance, a fact easily ignored by seasoned PPC advertisers.
• “Staleness,” or the declining click-thru rate suffered by campaigns that reach the same audience with the same ad, is a concept similarly nonexistent in PPC campaigns.

At Wpromote, our understanding of both the uniqueness of successful Facebook campaigns combined with our technology and marketing prowess creates campaigns that are powerful, dynamic, and produce unmatched results.