blog
Micro-Targeting Facebook Users with Social Ads. It’s a snap.
November 13th, 2007 by Amy KnoxFacebook says their newly launched Social Ads will help you ‘reach the exact audience you want with targeted relevant ads.’ I’ve been toying around with this the last couple days and think Social ads are definitely worth a closer look. The ads come together in four easy steps. This is how it works…
Get Started - You select whether your ad will direct to a Facebook page or your organization / campaign website.
Chose Audience - Determine who you want to reach. Rich segmentation opportunities abound. You can chose to reach out to Facebook users by several key parameters such as geographic location (down to city-level), gender, age, education (including schools attended), interests and political views.
As you manipulate the criteria within the Chose Audience Screen, the number of individuals your ad is targeted to reach adjusts in real-time.
Create Ad - Create a title, drop in some ad copy and upload an image.
Set Budget - Ads are pay as you go for the duration of your campaign. You set a daily budget and bid on placement by impression or click.
The payment minimums are around $5 / day the ad runs and the scenario goes like this…
For any available ad inventory, Facebook selects the best ad to run based on the cost per click or impression and ad performance.
If you choose a Pay for Clicks (CPC) model, you will also bid on how much you are willing to pay for each click on your ad. Facebook will display your ad in the Ad Space, News Feed, or both. The amount you are charged will never exceed your daily budget.
If you choose a Pay for Views (CPM) model, you will also bid on how much you are willing to pay for every thousand impressions of your ad. You will need to select if you want your ad to appear in News Feed or the Ad Space. The amount you are charged will never exceed your daily budget.
And then you launch. PRESTO!
You can find the link to Facebook Social Ads in the footer under Advertisers. When you try it out, let me know how it goes.
November 19th, 2007 at 9:01 pm
[...] Micro-Targeting Facebook Users with Social Ads. It’s a snap. [...]
November 20th, 2007 at 5:06 pm
[...] Micro-Targeting Facebook Users with Social Ads. It’s a snap. [...]
November 22nd, 2007 at 1:05 am
Do you have a recommended amount to bid for the ads? We are looking at the pay per click model and we are just stumped as to how much to put down.
November 26th, 2007 at 3:01 pm
Great question, Steve. I have to admit I don’t have a one-size fits all answer.
The amount of your bid is based on a number of factors - the cost of conversion for your list and your anticipated donor activity being two particular notables.
To figure out what you’ll want to bid, you should first determine how much a conversion is worth to you and then start toying with the numbers around there. Our recent trials are showing us that $0.15 is not enough to get the action we want but our conversion rates and list actions could be different than yours.
Once you’ve published your ad, you’ll be able to chart several variables - # of impressions / # of clicks / when the ad displays - and will be able to gauge progress from there.
I’ll be interested to hear where you net out.
A