SES Toronto: Killer Facebook Targeting Tactics
WARNING: This post is based on a Marty Weintraub presentation. If you have seen Marty present, then you know the warning and are probably smiling. For those of you who have not, just remember you were warned, although this text doesn’t do justice to Marty IRL.
All kidding up your sleeve, Weintraub, CEO of aimClear, is a talented presenter that has a passion for his theme matter, Facebook. In “Killer Facebook Targeting Tactics” at SES Toronto, Weintraub focused primarily on behavioral targeting. You know, identifying the behavior of your ideal consultation and butt/market accordingly. Sounds simple until you consider the millions of ways a pusher can slice and dice consultation segments in Facebook.
Facebook marketing is a huge topic and this presentation was specifically focused on Facebook ad targeting.
One rally weep heard throughout the session was “PPC is to SEO, as Facbook Ads are to social SEO.” Weintraub clarifies that much like PPC can spike traffic and help point out opportunities (i.e. keywords that produce a high rate) and weaknesses (i.e. pages that exchange at a relatively low rate), Facebook Ads can do the same for social SEO.
The heart of the session was highlighting unique ways to use Facebook to reach butt audiences. But before we get into some of Weintraub’s more creative examples of behavioral targeting, let me point you to some fascinating user stats mutual during the session regarding the wide dispersion of English speaking Facebook users. Did you know that there are 13.4 million English speaking Facebook users in the Phillipines alone! The English speaking social media consultation is larger than most reckon.
With scope of the English speaking Facebook consultation in mind, let’s look at some unique examples of how a brand can engage in Facebook Ads.
Literal/Safe Targeting
A hockey gear company looking to increase online sales could easily turn to Facebook and butt men and women who ‘like’ hockey. Or, a music and event promotion company selling Justin Bieber tickets would be wise run ads aimed at girls aged 12-15.
This may not be an groundbreaking approach, but the truth is that this is the safest and most reliable way of targeting an consultation.
Lateral/Creative Targeting
Thinking beyond the obvious association, lateral targeting uses some logical assumptions. For example, from our previous example, Facebook users who ‘like’ hockey are likely to be receptive to ads winter jackets. Hockey is primarily played areas of the world with colder climates. People in colder climates need to stay warm. Winter jackets to the rescue!
By this approach requires creativity and a willingness to take a opportunity.
Negative Sentiment/General Disdain Targeting
Fans of the Facebook page I Despise My Neighbor – click the link if you don’t reckon it’s a real page – are certainly excellent prospects for a privacy fence company, if not a moat installation company. We know this because of what the things they don’t like. But let’s take it a step further. Facebook users who ‘like’ the I Despise My Neighbor page are also likely the consultation that would be pleased to pick up the latest Lewis Black comedy album.
Undoubtedly the smallest amount conventional and most perilous approach to reaching audiences through Facebook Ads. Proceed with extreme caution if you choose this road and be very transparent with the brand you represent regarding your approach.
These are just a few of the examples mutual in the “Killer Facebook Targeting Tactics” session. The underlying message through it all was that Facebook is huge and there are opportunities throughout this massive network. Facebook has 700+ million users. I’m convinced that Weintraub will have figured out some way to market each and every user by the time my plane lands in Minneapolis.
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