Facebook lancia una guida alle Facebook Ads

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Ieri mattina Facebook ha lanciato una nuova area del sito in cui cerca di spiegare come si usa la sua piattaforma relativa alle Facebook Ads, cioè le pubblicità a lato del social network. Ad un primo sguardo appare come una risorsa completa che spiega come le Facebook Ads funzionano, scomponendo l’argomento nei dettagli fino ad arrivare alle pubblicità creative, alla pianificazione degli annunci, alle analisi delle segnalazioni sul rendimento della pubblicità e altro ancora.

Ma ad un’osservazione più attenta è evidente qualche problema di fondo, come l’eccesso di parti teoriche e la mancanza di vere e proprie schede pratiche con esempi, schemi, o esercizi da fare passo passo.

Secondo quanto dichiarato da Facebook, la guida è stata creata in risposta al feedback degli inserzionisti in cerca di aiuto su come costruire campagne pubblicitarie di successo per le loro attività. L’idea è senza dubbio molto buona e presuppone un servizio necessario.

Ma la guida sui processi creativi per le Facebook Ads, che si ripropongono di  spiegarne anche i fondamenti, come il target e le aste, finisce per rimbalzare l’utente da una pagina all’altra con una miriade di link e sotto-pagine, dicendo più o meno sempre le stesse cose.

Tra queste, il fatto che prima di riuscire a ottimizzare le proprie campagne pubblicitarie e realizzare i metodi migliori, occorre “identificare gli obiettivi“. Marketing elementare, certo, che magari l’utente medio che non è del settore non conosce. Eppure la bella idea di una guida pratica per principianti della pubblicità rischia di restare banale e concentrarsi sulle definizioni tecniche.
La sezione sulla creatività, che si suddivide in Titolo, Testo e Immagine, lascia un po’ a desiderare e non dà, come ci aspetterebbe, consigli originali o trucchi del mestiere.

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