By: Don Crowther
(If you’re an AdWords advertiser, you’re going to love this one.)
Have you ever wished there was a way that you could target very specific audiences with online
promotions?
For example, college graduates. Or knitters, or runners, or people who are engaged, or people who like hip hop music?
Or, to even get more granular than that, how about graduates from Ohio State University?
I can tell you, it’s hard to do.
And even if you succeed, the targeting is dubious at best (how do they know that person actually fits that demographic, or are they just modeling it, and the cost to get such an audience is incredibly expensive.
You can target search behavior, by running pay per click on the search engines. But that only works if they are actively searching for that specific topic area at the time that you are
• Running your ad
• Have a high enough budget set for that day so that your ad actually shows up (remember that if your daily budget is less than the amount they forecast you should be budgeting, your ad only
shows up a fraction of the times it could that day.)
• Are bidding a high enough amount for that click that they actually SEE your ad because it's not
buried deep on another page
• Choose the right keywords so your ad CAN appear
And all of that still doesn’t give you any kind of demographic targeting!
So, is there a solution to this problem?
Actually, there is. It’s Facebook.
Now we could talk about creating a Facebook Page, which you should do, and joining Facebook groups, which you should also do. And you should probably start a group yourself.
But all of those take time to really pan out. In the meantime, we want instant traffic and sales.
Here’s what I do. I run Facebook Ads. Facebook ads run on the user’s profile when they come to their page. So they see your ad when they log in to check their Facebook profile.
But what’s better than that is that you can buy very tight demographics. And those demographics aren’t created by guessing or computer modeling (the way these things are normally done), but they’re defined by the member themselves!
The member says where they graduated from, their age, marital status. Then the member defines their interests, their favorite books, music, and movies. So, now Facebook gives you the ability to advertise in a way that simply isn’t available anywhere else.
And best of all, it’s affordable. You don’t have to spend tens of thousands of dollars per month, and you don’t have to spend tons per click.
Technically, you can buy the ads for just a few cents apiece, but I’ve found that a minimum bid of 20 cents is really necessary to get your ad shown. Your ads can appear either in the context of the page or on the left side.
And another thing that gives them power is that you can also include an image in your ad, drawing more attention to it, and giving you yet another copy opportunity.
An excerpt from: Smarts Strategy Guide: Life and Death 2.0: A Quick and Easy Plan for Surviving [ And Thriving ] In A Social Media World
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