Have you ever set up an ad for Facebook- and Google? To build the most effective ad that will bring in the desired result for us, we should approach these two areas differently. Building the right ad creative starts with a core understanding, which you will read about in this post.
Have you ever thought about how Facebook Ads and Google Ads differ?
Do you know how to approach writing ad copy for a Facebook Ad vs. Google Ad?
Do you know what images to use for a Facebook Ad vs. Google Ad?
Let me introduce you to the concept of interrupting and distracting marketing.
And by elaborating on these, you will get the answer to the above questions.
But first, a short disclaimer:
Every business, every marketing strategy, and every product or service being advertised online is different. The rules for creating marketing material vary on a case-by-case basis.
You will read about a direction that will help you understand the enormous difference between the two types of ads. I want you to create the best ad possible for your future paid ads.
What is interrupting- and distracting marketing in paid ads, and how do these relate to Facebook- and Google Ads?
See these concepts in detail, and you will understand 100% how.
Interrupting marketing
It is a type of marketing that looks like this, explained in bullet points:
- Your ad will get in front of the audience. The audience will view it for a few seconds. It is guaranteed. (Your photo, video, or text ad).
- In other words, your ad is ‘pushed’ in front of your viewers.
- In this case, your ad is given a shot to make an impact.
Are you confused? Read some examples, and you will immediately understand what I am referring to.
Example scenarios:
1. You are watching Youtube videos. A pre-roll 5 seconds ad pops up that you cannot skip.
2. You are going through your Facebook feed. A paid advertisement (disguised as a post) is placed between the posts on your feed. It looks like a post, but it is a paid ad.
3. You are watching Insta Stories; a paid ad has been placed between stories on your feed.
It is clear now, right?
You, as a viewer, will be served with these ads. In a sense, you have no choice here. “Interrupting marketing” one way or another is pushed in front of the audience.
Now, let me explain the other side.
Distracting marketing:
We could call it “shiny object” marketing.
- Your ad can get in front of the audience, but it is not guaranteed.
- Whether your ad (photo, video, text ad) is viewed or not is up to the viewer’s choice.
- Your ad has to pull in (or draw) viewers’ attention.
- Your ad has to be so good that it will earn a click. Only after it is clicked can it make an impact. Otherwise, it will not.
Example scenarios:
1. You are browsing on the internet. A display ad, with an image and bold text, shows up next to the news article you are reading at that moment. Will you click?
2. You are going through your Facebook feed. A paid advertisement is displayed on the side.
3. You are searching for a specific thing on Google. You have eight ads showing up among the search results. Which one will you click? The one with the most compelling headline and description?
By now, I hope it is clear how you should approach creating your next paid campaign on Facebook or Google Ads.
You have to be careful how you craft your ad creative.
Keep these views in mind for the future.
If you are unsure what the word “creative” means in paid ads, read about it in this article.
Follow this blog as I share hands-on marketing tips with readers that I would find helpful.
Thank you for reading my post.
I am Shopi.
The No B.S. Marketing & Design Guy for Hospitality Businesses.
Original Image by ArtHouse Studio on Pexel. & modified by me.
