Update 24/2 : I got fooled. This post is about a Facebook ad for a nightclub. I kept seeing the ads and I examined the link later – it doesn’t link to Club Hollywood as one would expect but to a shady dating site. I wouldn’t expect meeting the love of your life on that site..
Rest of the post makes sense even with this ad being an example of a scam, not of a social media campaign, so I’m leaving it up.
I came across the following Facebook ad some days ago. At first glance, why make a fuss? People come across 3000+ marketing messages every day, there are many worse than this.
But at closer look this ad is symptomatic of internet marketing in general. There are
four five things fundamentally broken with this ad:
1. Bad targeting
Facebook knows my age (mid-30’s), but I haven’t specified things like my hometown and relationship status. I haven’t “liked” the club’s Page. Surely an ad for a mainstream meat market vaguely in my geographic area, in English, is not a good use of anyone’s ad budget and my Facebook feed.
2. Zero authenticity
You’d think a nightclub would use a photo of a “local beautiful woman” here, perhaps even shot on one of their advertised club nights.
Not quite. When you do an image search on Google with that image you learn it’s someone called Mechelle Montes, and you learn that from a forum where guys with an IQ of a toaster are discussing MILF photos anonymously.
[Addition 24/2: Given the scam context, the photo makes perfect sense]
3. Irrelevant landing pages
If you click through you end up on a generic homepage which is sub-optimal to say the least. A hopeful clicker will find no reference to local singles there.
[Addition 24/2: I am almost sure I clicked through to the landing page when I first noticed the ad but I guess I didn’t. Lesson learned: will click on shady sites more often in the future]
4. Poor grammar
… is poor form, no matter what the language.
So this harmless nightclub ad is a caricature of internet marketing. We’re in a hurry and often spending money that’s not coming from our own pockets. So we cut corners on targeting, steal images or – on a good day – use tried and tested stock photos and treat copy as an afterthought. I, too have made these mistakes. (With the exception of featuring Ms Montes on my ads).
Decent targeting, some level of authenticity, reasonable landing pages and grammatically sound copy are not rocket science. They save marketing dollars and make internet a tiny bit better. How about let’s get them right more often?