Facebook boasts over one billion active users and the social network holds a huge amount of data about each of these users. This wealth of data is what makes Facebook such a unique advertising platform, and one that businesses should take advantage of.
Facebook enables you to directly target your desired customer in a way that no other advertising medium can do.
As a Facebook advertiser you can target by:
- Location: which can be narrowed down to country, county or town/city.
- Interests: these interests are defined by a number of factors, including the fan pages a user likes, the topics they talk about in their status updates and their listed interests on their profile page.
- Fan Page Likes: Facebook users “like” dozens, even hundreds, of Facebook fan pages and while Facebook uses this information to assign general interests to each user, as an advertiser you can also target your ads to Facebook users who have liked specific fan pages. This enables you to directly target your competitors’ customers.
- Relationship Status
- Device: you can also target your Facebook ads so that they appear to users only on specific devices. This is especially useful if you are promoting an iPhone app and don’t want to waste any of your advertising budget on users who don’t own an iPhone.
A Facebook Advertising Case Study
A new women’s clothes shop has opened in Exeter and would like to use Facebook to reach its ideal audience. Here’s how it could set its Facebook ad up to do just that…
Location: Exeter, United Kingdom – within 10 miles
Interests: ASOS.com, Topshop, Dorothy Perkins, Jane Norman, Next, Monsoon Accessorize, River Island, House of Fraser, French Connection, Primark and Zara.
With the above parameters set, Facebook informs us that our ad would target 9,800 users with these exact specifications.
These are 9,800 of the most ideal customers who we would not be able to reach with any other advertising platform.
Not only is it fairly instant, it allows you to open up a communication stream, where you can engage your target audience with great offers and relevant content. As an added bonus, when customers engage with your brand on Facebook, this becomes visible to their friends. If targeted and managed strategically, Facebook is a great mechanism for any budget, with minimum spend at just £1 per day.
Facebook is still in its infancy when it comes to advertising, but now is the time to take advantage of it, as competition is low and rewards are high.
Daisy Raybould – Junior Account Manager