Facebook Audience NetworkEarlier this year, SocialTimes reported a change to Facebook’s Audience Network that will allow even non-Facebook users to see Facebook-powered advertisements as they surf the web. Since its launch in 2014, the Facebook Audience Network has become one of the largest ad networks in the world. So what does this new policy mean for businesses and organizations trying to gain a cutting edge in the cutthroat world of digital advertising?

Originally, advertising partners with Facebook simply reached Facebook users through ads displayed on the site. But with the launch of the Facebook Audience Network two years ago, the social network enabled advertisers to extend the impact of their ads beyond Facebook. On a select number of mobile apps, partners could display ads with the added capabilities of the same targeting and measurement tools used on Facebook. However, these ads only reached users who were simultaneously logged into Facebook.

Facebook’s recent announcement removes even this restriction. Ads that take advantage of the Facebook Audience Network now have the capability to reach even users without Facebook accounts. This offers a further incentive to advertisers looking for the convenient and comprehensive metrics Facebook’s business program provides. In addition, it increases Facebook’s clout in the world of online interest-based marketing, alongside other services like Google.

Ultimately, Facebook has stated that they aim to improve users’ experience through their new advertising program as well. One of the benefits of the common ad platform will be to improve the overall quality and relevance of the ads users see, while individuals’ tools to opt-out and control their ad preferences are maintained. One can hope that the increased reach of the Facebook Audience Network will prove to enhance both advertisers’ and users’ online experience.

At the Public Relations and Marketing Group, LLC (PRMG), we can help your company develop strong and well-coordinated Facebook advertising campaigns to broaden your exposure and drive people to your business. For a free consultation or for samples of previous digital advertising campaigns, please contact us at (631) 207-1057 or at johnzaher@theprmg.com.


facebook megaphone

Facebook Improves Advertising Options by Adding Behavior-Based Targeting

Facebook recently overhauled its advertising system, making it easier for advertisers to target specific audiences. When using Facebook Ads, advertisers will now see many different options in the “Audience” section, which can be used to narrow down the Facebook users who will be shown their advertisement. Most of these options, such as Location and Interests, were already available in Facebook’s old targeting system. However, Facebook has unveiled a Behaviors option, which offers advertisers the opportunity to improve campaigns directed at general or narrow target audiences. Behaviors are broken down into eight different categories, with each containing numerous subcategories.

Automotive:

The Automotive category sorts Facebook users in many different ways— based on the cars they own or are shopping for. Advertisers can appeal to general audiences such as individuals who have purchased used vehicles. They can also choose to be very specific by advertising to owners of a certain make, model, age, and price of a car.

Charitable Donations:

Facebook allows advertisers to target users who have made charitable contributions to a broad selection of organizations. Advertisers can be general by targeting those who have contributed to any charitable organization, or they can choose specific subcategories such as Animal Welfare, Health, Political, Environmental, and more. Continue reading


Marketers always want to better target demographics and spend less money in the process. Facebook’s targeting features allow you to narrow your audience to only those who will be most interested in your product, based not only on demographics, but also by interests. This is different from Google AdWords, which is search-based and responds only to the use of keywords without knowing anything about the “clicker.”

PRMG has recently been coordinating and maintaining more complex Facebook ad campaigns for a variety of our clients. I wanted to share with you three interesting cases where our clients have utilized different aspects of Facebook’s targeting options, with varied outcomes.

Case Study 1: Islip Condo Complex
One of our most successful long-running campaigns has been the ad we put together for this condo community back in February. We attempted to target the ad to first-time homebuyers by selecting for adults between the ages of 25 and 40 within a 25-mile radius from the community’s location. We capped the daily budget at only $10 and have seen a very consistent result of 6 or 7 clicks every day, for a total of over 1,000 clicks!

This campaign is a perfect example of consistent diligence paying off. Someone who may have seen the ad back in March, but wasn’t exactly in the market for a new home, might click on the ad in July, when their circumstances have changed. Though this client has paid over $1,700 for these leads over the last six months, that amount is about the cost of a single ad in the three local Pennysavers, which would have nowhere near the lasting impact of this ongoing ad.

Case Study 2: East End Restaurant
One of our clients is an upscale, East End restaurant that serves two distinct demographics: local, year-round residents and seasonal residents and tourists. The owner had decided to run two different ad campaigns to capitalize on the restaurant’s distinct appeal to each group.

We ran a set of four ads advertising Thursday night as Ladies’ Night with Two-for-One drink specials. Each ad had a different picture of one of the bar’s signature summer cocktails. This ad was targeted to female users between the ages of 25 and 35 who live within 10 miles of the restaurant’s location, and were not already connected with the business’ page. We initially bid very close to the suggested bid, but raised the price we were willing to pay when we only received a few clicks in the first two days. We also posted the special on the page’s wall to ensure those connected with the restaurant were made aware of the special. The wall was also the destination of the link in the ad.

Then we set up a set of four more ads to target the summertime visitors – again utilizing different photos, this time of plated entrées. The restaurant had recently received an excellent review from a reputable East End publication. We took the content and photos from that review and created a landing page on the business’ website that featured the positive content. For the Facebook ad copy, we included a brief quote from the review and a call to action to read the rest of the piece on the website. This ad was targeted to 28 to 45 year olds living in New York City. However, because that in itself is such a broad demographic (and we really only wanted to show our ad to those who might travel to eastern Long Island) we used Precise Interest Targeting to narrow down users who had listed “culinary arts,” “fine dining,” “Fine wines,” “French cuisine,” “Hamptons,” “Hamptons restaurant week” or “Montauk” in their profiles. This allowed us to show our ad to most of the 2,700 users we were interested in.

When we assessed the success of the ads after four weeks, we saw that 25 local women had “liked” the restaurant’s page, and over 30 NYC residents had visited the landing page. The 50+ leads cost the business about $65. Considering how competitive the restaurant industry is, we consider this to be a decent result for an ad that ran less than one month.

Case Study 3: Day Camp Program
One of our clients was having a tough time filling the slots in its summer day camp program. Since we only had a short period of time to promote the camp before the program’s commencement, we determined Facebook advertising was likely to give us the most bang for our buck.

We put together a campaign using Broad Category Targeting. The only parameters we used were adults living within a 25-mile radius of the camp. Then we selected three broad categories to narrow the audience further. We selected the “Parents (0-3yrs)” and “Parents (4-12yrs)” from the Family Status heading and “Pets” and “Environment” from the Interests heading, since these were most relevant to the topics of the camp. The ad directed clickers to the portion of the business’ website that gave detailed information about the camp. Over 250 people have been directed to the website in only three weeks, costing less than $350. We considered this to be an excellent response, considering we bid at the very low end of the suggested range.

The introduction of Broad Categories does facilitate a lot more depth in easily targeting your advertisements, but it isn’t necessarily more specific, especially since you cannot combine Broad Category and Precise Interest Targeting in one ad campaign. This means that you can reach users based on qualifications that were not previously available to advertisers (including what kind of smart phone they use to access Facebook and their family status). However, because you are limited to selecting from a seemingly limited list of categories, your ad will likely be shown to persons whom you did not intend to target.

When running campaigns, we suggest creating a few versions of the same ad to experiment with the images and wording to determine what has the biggest effect on your audience. Include a call to action when possible. (“Come on down!” “Check out our page!” “Visit our website for more info.” “See what eveyone’s saying.” “Join us for the event.”) Check in every few days to see if you need to adjust your bid. You can also pause your campaign if your business plans to be closed for vacation, for example, and resume the campaign upon your return. This is better than ending your campaign to create a similar one a few days or weeks later because it saves time and preserves more accurate statistics.


PRMG's Facebook Page

Every business today needs to take its message where its customers are. Facebook, one of the largest social media networks with over 350 million active users, has grown beyond its role in personal networking and emerged as a powerful marketing tool for businesses. Facebook “fan” pages are now an essential branding tool for all organizations, helping businesses or non-profit organizations of all sizes interact and engage directly with customers or the community in a way that’s least interruptive.

Facebook pages enable you to create your own unique presence where customers can interact with you and keep in touch with your brand, product or service. By becoming a “fan” of your page, customers can access the latest updates on your “wall,” read your latest blog entry or event, and view videos or photos you may post on your profile. They can also participate in discussions and post comments or give feedback on information you may post.

When someone becomes a fan of your page, posts a comment or interacts with your page, their activity is visible to their friends through the “News Feed.” The social nature of Facebook gives your page greater exposure, allowing you to attract more fans and draw attention to your company or organization.

Besides these benefits, Facebook pages usually rank high in search engines, helping potential customers find you easily and own more “real estate” in the first few search pages. By sharing links with company-related news or other information on your Web site, you can drive more clicks and better optimize your site for improved search engine results.

How To Get Started

The first step is to set up your profile. If you already have a personal profile, just log in to your account and click on the applications tab on the bottom left. Select “Ads and Pages” and click on “Create a Page.”

Select an appropriate business category for your page and enter your company information. List your Web site’s URL and links to your blog or Twitter profile, along with other contact information. While creating a profile, think about how you want to project your company to your fans and what keywords you want to include in your profile and business description. Once you set up your page, click on “Publish your page” to make it public.

You can then invite your “friends” on your personal profile to become fans of your business page. If you don’t have a personal profile, it is recommended that you set one up first before creating a business page. Having a personal Facebook profile will make it easier to promote your Facebook page among your existing network.

What Should You Post On Your Facebook Page?
Keeping your profile active is important if you want to retain your existing fans and attract new ones. You can post regular updates on new projects your company may be working on, links to the latest company news, press releases or your latest blog post. You can also post events and pictures and start discussions with your fans, inviting their ideas or soliciting their feedback.

Using applications such as Facebook polls, you can gauge what your customers think about a particular product or new service you want to introduce.

How To Attract Fans To Your Facebook Page
To attract fans to your Facebook page, the first step should be to become a fan of your own page. This will ensure that your Facebook friends learn about your page through the News Feed. You can then also invite your own Facebook friends to become fans of the page by using the “Suggest to Friends” feature that shows up below your profile picture on the top left.

To publicize your Facebook page, add links to it on your Web site, e-newsletter and blog. You can even add a clickable Facebook badge or icon to your e-mail signature that points to your Facebook page. If you wish to try paid options, you can use Facebook ads to publicize your fan page to a select target audience based on demographic or geographic criteria or other criteria, such as profession or interests.

Visit PRMG’s Facebook page and become a fan to stay connected with us.