Targeted Marketing with Facebook

Increasingly we have been building Facebook targeted marketing campaigns and the results are always impressive. For agencies that understand best practices for targeted Paid Search campaign implementations, advertising with Facebook is effective because the campaigns yield good Paid Search metrics while allowing a fairly high level of visitor targeting.

We know that visitors are primarily preoccupied with the social interactions at Facebook and so it takes expert attention and planning to engage users within landing pages for more than 5 seconds. Some ways we work to engage users within targeted landing pages include:

• Grow the # of fans; leverage a company Fan Page so that visitors do not exit Facebook and can become a part of your company social network
• Give it away now;Â trial downloads, free product offers, or other high value incentives to become aware of and familiar with your company
• Offer awesomeness and allow it to be shared; direct traffic to a Landing Page with exclusive offers or valuable content

These visitor engagement tactics then allow additional performance metrics / goals – # of fans, # of downloads, # of shares.

Facebook Targeting Options

For reference, below are the Facebook targeting options.

• Location – Facebook Ads uses IP address and a user’s profile information to determine a user’s location.
  • Everywhere
  • By State/Province
  • By City
• Age: [range]
• Birthday: [target people on their birthdays]
• Sex: [Male or Female]
• Keywords – Keywords are based on information users list in their Facebook profiles, such as Activities, Favorite Books, TV Shows, Movies, etc.
  
• Education:
  • All
  • College Grad
  • In College
  • In High School
• Workplaces
• Relationship
  • Single
  • In a Relationship
  • Engaged
  • Married
• Interested In:
  • Men
  • Women
• Languages