While photo-based ads typically outperform video and slideshow ads for my clients, I have seen videos deliver significant website traffic for some auctions. If you do reminder ads to pixel traffic, a slideshow or video can add value by mixing some variety into your second interaction with potential buyers. If you’re using video on your website, anyway, it’s worth experimenting with video ads and even A/B testing them with photo-based ads. Your videos will perform much better both in those tests and in general, if they follow the following guidelines.
Without that message, I am uncomfortable wasting auctioneer’s money on advertising to sellers. Every winter, a line of auctioneers call or email me about getting more sellers. This winter was no different. The consultation unfortunately doesn’t continue long after I ask them the following questions:
Rex Schrader’s earthly life came to a close on Friday, and he left a torch for us all to carry. Rex showed me what that flame entailed and how to carry it. In short, that man changed my life. I feel indebted to continue what he modeled during the 18 years of our friendship. Rex
How did I know that would be the result? What gave me the confidence I’d win that bet? I’ve been drinking my own Kool-Aid for the past three years. I’m a convert and a missionary, the doctor and the patient, the scientist and the test subject. I don’t think I’m the president of the club, but I’m most definitely a member.
The more important questions to ask are:
• How am I adapting to the changing buying culture?
• What has my experimentation and analytics shown me recently?
Marketers who don’t continually ask themselves those questions will eventually be replaced by those in companies who do. That should worry every auctioneer far more than the future of Facebook.
All of this is why my clients’s Facebook ads don’t read like newspaper ads or sale bills. People don’t buy auctions. They might not even buy things. People buy how those things make them feel, how those things solve a problem, how they assume those things will make their life better.
Mark Zuckerberg took days to respond to the uproar online and on TV news networks so that he could follow the advice of J Daniel Atlas, the protagonist of Now You See Me, a flick that featured illusionists plying their craft to perform Robin Hood-type heists: “First rule of magic: always be the smartest person in the room.” Zuckerberg offered an olive branch to the media, the government, and Facebook users. Along with that he secured Facebook’s place as the most advanced, intuitive platform for advertising for the foreseeable future. Even Terry Benedict’s casinos aren’t sophisticated enough to have seen this brilliant move coming. But now your company is. You’re welcome.
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