Page 173 - Duct Tape Marketing

Duct Tape Marketing

1. Target
One of the best things about Facebook advertising is the

ability to select who sees your ad using a number of variables,
including keywords. You can target by geography, age, gender,
education, relationship status, workplace, and keywords. (I
know someone who wanted to send a birthday message to his
wife and targeted so narrowly that she was the only one who
would see the ad.) Demographics are pretty straightforward.
The real trick is expanding your keywords to the point where
you have a large enough audience to get the job done. Facebook
used to have a tool that let you search for the hottest topics being
discussed, but they shelved it as they continue to build a more
robust analytics package.
2. Attract and engage

The first thing you must do is decide whether you want
people to be directed to your own Web page or something on
Facebook, such as a Page, Application, Group, or Event. If you
are already the administrator of your Facebook Page, Group,
Event, or Application, you can select it from the drop-down
menu. The thing that’s nice about using ads to promote your
pages and events is that Facebook puts a “Become a fan” or
“RSVP to this event” button right in the ad. People don’t even
have to visit your page to take action. There are some pros
to sending them to a link on your Web site (better tracking
options), but by sending them to assets on Facebook, you have
the ability to multiply their actions through the natural social
wall activity that occurs when someone RSVPs to an event. (All
their followers automatically see that action.)

Some users find Facebook ads a good tool to promote
events or get new fans to pages. From an engagement stand-
point, think in terms of using the ads to promote content and
value and not so much to sell something. The most successful

154