Targeting Strategies for FB Ad Campaigns from Marin Software #smx #socialmedia

To kick off the Targeting Strategies for Facebook Ad Campaign session, Search Engine Land’s Pamela Parker shared an interesting factoid from eMarketer: Facebook is projected to command 7 out of 10 ad spend dollars within the next 5 yrs, that’s 6.1% of worldwide online ad spending (look in our feed under mentions, she links to the eMarketer article… grab that and link it the “from eMarketer” text). 

Marin Software’s Matt Lawson wasted no time; he dove right into the Search vs. Facebook comparisons before sharing his targeting tips:

• More Impressions than in a search campaign
• Lower CTRs, where you might see 1-2% in search, FB is a fraction of that
• Lower avg. CPC, about 15% lower than search
• Different conversion rates

Tip #1: Always start by targeting friends

Facebook gives you the option of targeting people who are already friends of yours… a no brainer, really.

Tip #2 Expand to fans of related brands

This is Facebook’s version of behavior targeting.  Matt shared an example of how their client, Victoria’s Secret, targeted fans of Ann Taylor and Anthropologie in order to tap the commonalities in fans among a similar age group and demographic.

Tip #3: Use keyword stemming to find interests

Start out targeting by interest.  As you grow volume, it may be tempting to use broad matches, but similar to search, you could get unqualified traffic. 
To use keyword stemming, type in interests you’re already targeting (i.e. hiking), hit the space bar, add an “a” and see what comes up… repeat the process for however many letters you want to research.

Tip #4: Micro-Segment your audience

Bid a different price for different types of people interested in X.  Sub-segment into male v. female, ages of each, education, likes/interests, etc.
Finely tuned segments allow you to shift spend to audiences that perform, increasing conversion and ROI.  Don’t get too granular and go overboard, use what makes sense.

Tip #5: Test images before copy

Biggest difference between FB and search is images; they’re powerful in driving CTR.  Draw attention to ads with contrasting colors and whenever possible, link images to audience to increase relevance; pictures of faces convert better.

When in doubt, find a way to make it relevant and test cute animals… cute things get clicks.

Tip #6: Keep Ads Fresh

Finely targeted audience x 4hrs/week on Facebook = ad blindness.  When you’re audience is eeing your ad multiple times, they stop clicking and impressions go down.  Rotate your ads every 2-3 days or as impressions drop.

Tip #7: Maintain the Facebook (Social) Experience

Facebook users are looking for an experience, they don’t go there to shop; you need to include a social element to get them interested and engaged.

For more information, download Marin Software’s white paper: The Search Marketer’s Guide to Successful Facebook Ads (I don’t have a link but you should be able to search on that and find it).