Direct marketing to a tightly targeted, database-driven audience has long proven its value. However, “database” has new meaning when it is attached to the 800 million names of people using Facebook. Did you know that you can target ads on Facebook directed to a geographic area, even a ZIP code? And based on sex, education level, age, gender — and even areas of interest, like “Iowa Hawkeyes” or “camping,” or from “toddler teacher” to “professor?” What if you were a local cake decorator or florist and knew you could reach a significant audience who identifies themselves as “engaged?”
I’ve heard people say of Facebook ads, “I can’t imagine people read those, though…” I beg to differ. While click-through rates are generally low, you are still getting your message out to an audience that fits. Because the ads are sold on a pay-per-click basis, you ONLY pay for them when someone sees the value in clicking on them. You don’t pay for impressions, or for people just to SEE them. Consider this – I recently ran a campaign for an event happening in my local community. Where else do you have the potential to reach 23,000 of the RIGHT people for less than a hundred bucks? And generate awareness and additional clicks to your website to boot?
Just like Google AdWords, the risk of advertising this way is minimal. People seem to be fearful of shifting media dollars to online entities because they think expenditures can really get out of hand online. They can if you aren’t careful about what you buy. However, with both Google AdWords and Facebook, there is a daily spend cap that allows the campaign to automatically shut down the ads once your spend limit has been reached. What do you have to lose from testing it?
Is Facebook advertising a fit for your product or service? HRB has developed our own Facebook Advertising Viability Analysis™ to help you decide. We’ll determine an expected reach, forecast and spend level based on the parameters you give us.
Fill out this form to find out what the NEW targeted marketing can do for you!
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