Linking Up With LinkedIn: A Beginner's Guide
With 106 million monthly active users and just shy of 10% of Americans active during work hours, LinkedIn provides significant value for B2B marketing.
While it’s fashionable to talk about ‘banner blindness’ when it comes to online ads — and the phenomena does exist — the fact is that your peripheral vision can’t help but scan the whole page. You do SEE the ads.
The problem is that most ads present almost nothing worth looking at. There’s no reason to go from merely seeing the ad to consciously looking at it.
And although this dynamic isn’t as bad on Facebook, it’s still there. People will sweep there eyes over the right-hand side of the page occasionally, but if the sweep presents nothing of immediate interest, it’s back to reading the newsfeed.
Want proof of this?
There’s a reason that Facebook decided to start including certain types of ads directly into the newsfeed, and it wasn’t because the right-hand side ads were working so darn well!
The solution? Present images that compel a closer look. Better yet, present images that compel further reading. Here’s an example of an ad that should, but doesn’t do that:
So… they’re asking you to vote to save an adorably cute baby giraffe. More than likely, they’re asking animal lovers to help save the giraffe by doing nothing more than making three clicks.
So this should be an easy sale, right?
Except that the image of the giraffe isn’t nearly compelling enough, and the headline, which asks for the help, probably never gets read. Here’s how I’d fix this:
First, notice that I eliminated background clutter of leaves and stuff. The image is too small for a cluttered background. Plus a black background will help the image pop.
Next I pushed the giraffe head to one side so I could use a word bubble.
Then I made the word bubble a visually prominent color, and put some intriguing, not fully contextualized words into the giraffe’s mouth. I want the color and the talking giraffe to draw your eye, and the words to compel you to read the headline and copy to understand the “story” behind the image.
Why is this so important?
Because I know my ad will never get more than a fraction-of-a-second’s glance from Facebook Users, and that if it can’t turn that glance into a look, and turn that look into a read-through, it’s sunk.
Are your ad images standing up to this same test?
Or are you hoping that banner blindness doesn’t exist on Facebook?
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I am a big fan of utilizing marketing psychology principles into my ads to help implement user-focused strategies. Ad customizers make this tactic a lot easier.
In this new live webinar, CEO of Directive Consulting, Garrett Mehrguth, and Hanapin’s Senior Account Manager, Matt Umbro, will show you how you can best merge your PPC and SEO worlds and achieve cross-channel success.
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Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
I'm going to show you why implementing best practices into your landing page instead of testing them first could be a great way to figuratively shoot yourself in the foot.
Read on for 8 tips that you can implement when analyzing the performance of your programmatic campaign.
3 out of 4 people will access the internet using a mobile phone by the end of 2016. That equates to 2.5 billion people worldwide and is expected to grow by 86% by 2020.