Targeting Customers with Facebook Advertising

Last week, we discussed pay-per-click advertising on LinkedIn. With a similar model as LinkedIn, Facebook advertising also empowers advertisers to reach very specific demographics, while only paying for prospects that respond to a call to action, typically “Like our page” or “Visit my website.”

To begin an ad campaign, sign onto your personal or business account. On the left-hand side below, go to “Create Group…” You will see a button called “Ads” (you may need to click the “More…” link). Click that button and you will be taken to a blank report. Click the green “Create an Ad” button at the top right. Now you’re in business. The form to create a Facebook ad campaign is user-friendly. You can either choose to have your ad link to a website or directly to your fan page, where the clicker will automatically become a fan. Follow the prompts to create the ad’s copy and “look.” Then you can begin targeting your ad to certain groups of Facebook users.

As you begin to select a geographic region, age range and gender, your “Estimated Reach” will decrease. Next up is “Interests.” Targeting based on user interests is one of the aspects that differentiate Facebook from Google AdWords. This is a truly unique feature because advertisers can appeal to users that have self-selected into broad categories, or they can target by precise interests, which may include very specific terms, such as product names, locations, and activities. Another way Facebook advertising differentiates its product from other social networking advertisement opportunities is in the ability to target users based on their relationships to other users and groups. This also helps to ensure that your ad isn’t shown to those people who are already fans of your page. If an ad is shown to a user who has a friend that is a fan of your page, that friend’s name will show up at the bottom of the ad. This is considered a “social impression” and tends to result in more clicks than a regular impression. Relationship status, education and workplace are all available for targeting as well, with some exceptions.

A Facebook ad budget is limited to a daily amount or a total sum for the lifetime of the campaign. Clicks generally cost between $1 and $2 each and Facebook will send you an alert every time your credit card (which they will have on file) is charged. It is useful to check your campaign reports every few days to see how your ad is performing. If you are not spending your full budget, it could be because your bid is too low and your ad is not being shown to many people. If you would like more information or assistance on starting a Facebook ad campaign, feel free to contact us.

If you are interested in this or other advertising opportunities for your business or would like more information, contact us at (631) 207-1057 or email