Today we are going to cover advertising in Facebook. This is the third and final lesson on Facebook that we are going to cover during this 30 day journey.
Advertising is really quite fascinating when you use Facebook. Let me ask you a question. Does traditional media, such as newspaper or radio, only charge you to advertise to those people that are interested in your product or service and are in your geographic area? No, when you advertise in traditional mediums, you pay to advertise to the entire circulation – hoping to those that fit your targeted demographic will see you ad.
But what if you could create an ad that would only be shown to those people that have the ability and desire to buy your product or service. Better yet, you don’t pay for the ad if they only see it – they have to take some action.
I am going to walk you through a scenario of a jewelry store. This store wants to create an advertisement for diamond engagement rings. To narrow our target market, we are only going to show the ad to 1) Males 2) in Minnesota 3) between the ages of 20 and 28 4) who have a college education 5) and are single. To further refine the ad, we are only go to pay for ‘clicks’ – meaning we only pay for the ad when the person that sees the ad click on it and is brought over to our website or fan page.
ONE ACTION ITEM: Today your action item is simple. Take the time to watch the video below. Once you are done, go to Facebook, scroll to the bottom of the page, and click on ‘Advertising.’ From there create an ad. Don’t worry. You don’t have to buy the ad right now. Just take the time to experiment with different demographics.
What amazing possibilities this bring to advertising and your marketing budget! Just image:
- Beverage companies targeting teens for a news caffeinated beverage
- Women’s shoe stores targeting women in a certain age group that talk about shoes in their profiles
- Your local church focusing on bring youth into their thriving youth community
- Restaurants wanting to bring in people from outside of a 30 mile radius
- High end art galleries looking for a new target market in 50 and 60 year old located in rural areas
- Local tuxedo rental shop that wants to generate more interest during prom season
Advertising is getting more measurable and exciting every day. More on that next week!
I would love to hear what ideas you have. Leave a comment below with your possibilities!
{ 3 comments… read them below or add one }
Nice video, Steve. I had an ad at Facebook for a while and couldn’t believe how much traffic there was on it. Bruce said it was too expensive. With your hints, I may have to place it back again
I think this is very cool, but could find none of my keywords available to choose. I am sure there are people out there who have them in their profile, but maybe not enough to be counted…
Keywords can narrow your market to just a few people – so there may not be enough to count. The keyword features are still being refined in Facebook. When you are looking at keywords, think about things they may have in thier profile – such as interests, activities, favorite books, TV shows, movies, or groups they may be part of…
For example: A search for men or women in Minneapolis – between the ages of 18 and 28 – with the keyword Barack Obama – yields 10,300 people.
Keywords are a nice addition. But for right now, it only looks at the profile information and you must have a large enough target market for it to work.