Examine Ads That Get Your Attention
Look at other ads and see what jumps out at you; this will help you get a sense of what gets your attention and what doesn’t. I just went to my Facebook account page and found two ads by artists on there, which is no coincidence. The first ad has the artist’s name at the top of the ad, and the text— to the right of the image—says “View Original Art by Award Winning Artist [her name].” In the second ad, the artist put his name at the top followed by the words “View the Art of Figurative artist [his name].” In both cases, the artist included an image of their work. Now when someone looks at that ad, they have two options, as opposed to a Google ad, where the only way to interact with the ad is to click it. On Facebook, there is a small thumbs-up symbol underneath the ad with the word “Like” next to it, followed by a number that tells you how many people have “liked” it on Facebook. In addition to clicking on the ad, which links to your website or Facebook page, people can also “like” your ad. You see, people may be too busy to click on your link and look at your art, but if they are getting enough information from your one sentence and the picture next to it, they can just click the thumb and “like” it. They don’t even have to look at your page, and you get that person’s name. But how do you get their name?
In the case of both of the artists’ ads I described, the ad links through to their Facebook page instead of their website. OK, it gets a tiny bit complicated here. Either of those artists could have made the link go straight to their website, so why did they choose to send people to their Facebook page? For one thing, they would not get the “like” link below their ad if the ad linked to their website. Having that “like” link is very nice because you will be able to see the individual’s name without their having to sign up for your mailing list, which takes much longer. Then, you can send a newsfeed story on Facebook to all the users who liked the page. However, this is where Facebook keeps changing policies, which we can expect endlessly, so it may be different when you are working on your ad, but it is the same idea. Remember, through experimentation you will learn most of this, not by understanding it all first, but by jumping in-make an ad.
As with Google AdWords, you will be asked to make a decision about your search criteria. On Facebook, you have much more to choose from. You can target certain areas, like the city or state you live in, or you can target Facebook users who are artists, collectors, curators, or even people with certain birthdays, meaning people in a particular age group. There are many, many criteria to search through, so take your time on this step, but also remember that you can always make changes; nothing is set in stone and Facebook itself keeps adding new tools all the time. And don’t worry if this seems confusing; when you go to Facebook and begin the process, it will guide you through many of the decisions you have to make.
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.