Case Studies

Facebook Advertising: Target, Test, Tweak

In this advertising age, businesses are taking full advantage of Facebook, targeting consumers with those short, attention-grabbing ads strategically placed on the right side of the screen.

It’s obviously not a coincidence that you see an ad related to the interests you’ve listed, the region you live in and/or your age and gender. You’ve offered up the personal information on this popular social networking platform and now, companies are coming after you easier than before. I’ve fallen for it, clicking on ads aimed at my interests including photography, sports and boutique shopping. Check out modcloth.com – we were introduced through just a single click. My wardrobe (and checkbook) can now thank Facebook advertising for this discovery.

For most companies, Facebook advertising is smart and reliable, producing quality results. In fact, eMarketer predicts “ad spending on Facebook will rise to $2.19 billion in the United States this year, and just over $4 billion worldwide – both more than double last year’s figure.”  But, if you’re going to advertise on Facebook, do it right. Glancing at my own profile, I do have to question why…oh WHY was I targeted for this ad on a sunny Friday afternoon?  Headline: Give Single Dads a Chance; Copy: Browse faithful and devoted single dads in your area seeking a second chance at love on Single Parent Meet. Now, I have to admit, the good looking guy in the photo caught my eye (hello baseball cap!), but I can’t say I clicked on it after reading further. The idea of baby mama drama does not appeal to me at this point in my life and neither do ads that entice me to buy dentures, kayaks or NASCAR t-shirts.

Here are some pointers one must keep in mind to receive maximum benefit through Facebook advertising:

1.       Target the right demographics – From age, gender, location, relationship status, interests and more, you can specifically target how your ads show up.  Be anything but broad.

2.       Be reasonable with your budget – When setting up any online advertising campaign, make sure to set a reasonable daily limit to test your ads. Pay close attention to CPC (pay per click) and CPM (pay per 1000 impressions) to determine what kind of response is most important to you. If you want to drive website traffic and conversions, choose CPC. If you’d rather pay for overall exposure and reach a larger portion of your targeted audience, choose CMP.

3.       Review performance and adjust as necessary – It is important to monitor your ads daily. If an ad is underperforming, try switching out the image or tweaking the overall message. With time, you’ll learn what works best for your business, but a simple call-to-action message is the best way to start.

– Alex