Most marketers don’t understand the difference between interruption and intent.
But if you want to position yourself as a strategist…
Here’s how to avoid falling for this common misconception & wasting thousands of your client's dollars on ad spend:
But if you want to position yourself as a strategist…
Here’s how to avoid falling for this common misconception & wasting thousands of your client's dollars on ad spend:
1) What is interruption marketing?
Placing ads before, during, or after content.
Ads typically have little or nothing do with the content itself...
And viewers aren't looking for a solution to anything other than boredom.
Facebook and Instagram are built on this model.
Placing ads before, during, or after content.
Ads typically have little or nothing do with the content itself...
And viewers aren't looking for a solution to anything other than boredom.
Facebook and Instagram are built on this model.
2) What is intent-based advertising?
This is where someone is actively searching for a solution to a problem:
-how to unclog a drain
-where to find a divorce lawyer
-best way to incorporate my business
That’s intent.
This makes them more receptive to seeing relevant ads.
This is where someone is actively searching for a solution to a problem:
-how to unclog a drain
-where to find a divorce lawyer
-best way to incorporate my business
That’s intent.
This makes them more receptive to seeing relevant ads.
3) Why not all offers are made equal
Frame of mind has a huge impact on buyers.
Want to sell on FB or IG?
Your ad has to create intent out of thin air.
This can work well for books, clothes, & workout programs.
But it doesn’t work nearly as well for professional services.
Frame of mind has a huge impact on buyers.
Want to sell on FB or IG?
Your ad has to create intent out of thin air.
This can work well for books, clothes, & workout programs.
But it doesn’t work nearly as well for professional services.
Bottom line:
Success at the ad, funnel, or offer level is downstream from picking the right channel.
Not everyone should be running ads on FB, IG, or TikTok.
Understanding intent can help you guide clients through this...
Even if they've already committed to the wrong one
Success at the ad, funnel, or offer level is downstream from picking the right channel.
Not everyone should be running ads on FB, IG, or TikTok.
Understanding intent can help you guide clients through this...
Even if they've already committed to the wrong one
P.S:
I'm talking about using these channels to drive conversions.
Not as a pure top-of-funnel awareness play.
That's a different story.
And one that comes after nailing down a channel where you can reliably acquire new customers.
I'm talking about using these channels to drive conversions.
Not as a pure top-of-funnel awareness play.
That's a different story.
And one that comes after nailing down a channel where you can reliably acquire new customers.
Loading suggestions...