Getting in Front of Qualified Eyeballs with Facebook Sponsored Ads

April Nelson - July 22, 2009

Facebook’s recent enhancements to targeting options make it easier than ever to get in front of your core demographic.  Suppose you are managing paid search efforts and want to target females logged into Facebook between the ages of 28-35, who are married, live in South Florida, are “Fans” of Kohl’s and Target, like the TV Show “Lost”, listen to “Dave Matthews Band”, and work at MoreVisibility.  OK, so maybe that’s limiting your impressions significantly but it can be done with Facebook’s targeting options!  As you are creating your ad and testing different selects, Facebook actually provides an estimated number of eyeballs that will see your ads. 

Facebook estimated audience A

Facebook estimated audience B

Even better….you will be reaching a super-clean segment.  Considering that consumers are using Facebook to connect with family, co-workers, and friends, there is no motive to be ambiguous when a completing profile.  After all, don’t you want to be sure people find the REAL you when combing through the sea of profiles on Facebook?

For anyone out there who has not tested the waters of Facebook Ads, here is a run down of the targeting options available:

  • Age
  • Gender
  • Geography (Country, State, City, City + radius)
  • Keywords (User Profile fields for Interests, TV Shows, Movies, Authors)
  • Education (College Grad, In College, High School, etc)
  • Target by College / University Name and Major

The recent enhancement that I fell in love with is “Suggested Keywords”.  Suggested keywords are generated when utilizing the keyword field to target users.  For example, entering “lost” into the keyword field prompts the following suggestions:

  • Dharma Initiative
  • The 4400
  • Josh Holloway

These additional suggestions are pulled from common terms that exist among Profiles who have an interest in “Lost”.  Suggestions will only be provided for keywords that have established a higher volume among Facebook profiles.  These keywords should be included in your ad’s targeting in order to reach additional users with a (similar) interest to your core audience.  Facebook’s keyword suggestions can also be extremely valuable in uncovering keywords to include in other PPC / Paid Search efforts.

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