Internet Marketing Digital_marketing_for_dummies | Page 246

Source: https://twitter.com/LibertyMutual/status/738760608796053504
FIGURE 10-3: A promoted tweet from Liberty Mutual.
For cold audiences in particular, you don’t want your Facebook ad to “scream”
that it’s an ad; rather, you want the ad to be informative and provide value. Remember
that you’re building credibility with your audiences. Ad copy that targets cold
audiences is often longer than ads for warm or hot audiences. It also contains more
information about the offer and what happens when people click the ad. In contrast,
your language can be a little more informal and your copy shorter with warm and hot
audiences.
You can find more details and how-to guides from Facebook Blueprint
( www.facebook.com/blueprint ), an educational resource created by Facebook that
offers free online courses to help people take their Facebook campaigns to the next